Campaigns are the strongest tool in marketing automation. Campaigns enable you to automate the process of offering your leads the right content at the right point in their customer journey, to monitor their reaction, and to follow up with further actions that bring your future customers even closer to your company.

A well designed marketing strategy is essential for this. But you can start with small steps. Create your first campaign, evaluate its success, and build on your strategy as you go. In this tutorial, you'll learn how to use Friendly Automate to create a simple nurture campaign that delivers immediate value.

What is email nurturing?

Email nurturing is a drip campaign, which is a sequence of emails you send out over a period of weeks or months that motivates your leads to become or stay your customers.

Email Nurturing is very effective and many, especially small companies are not yet fully maximizing its potential.

When you create an email nurture sequence, it's important that you don't think of it as a one-time marketing effort. Think of it as an ongoing campaign that's automated, but that you evaluate and expand and improve on an ongoing basis.

There are a number of email sequences that you can profitably automate. These include, for example:

• The Welcome Campaign: Your lead has signed up for your newsletter. Send a sequence of inviting emails that introduce your offer in a personable way.
• The Lead Magnet Campaign: Your lead filled out a form to receive an asset such as a white paper. Send the promised document and offer more relevant content in subsequent emails.
• The Event Campaign: Inform interested leads about an upcoming event, motivate them to attend, and show them their next steps after attending.
• The Repeat Customer Campaign: Offer new product recommendations to your loyal customers and encourage them to make another purchase.
• The Reactivation Campaign: Win back potential customers who haven't interacted with you in a while. Remove their purchase obstacles and offer them purchase incentives through discounts and coupons.
• The Promoter Campaign: Reach out to your most active and engaged fans with a series of emails encouraging them to write testimonials or share your content on social media.

You can already see here how important it is to start your campaigns with a specific lead segment and a clear focus. This is the only way to ensure that the right information gets to the right audience at the right time. This will reliably increase your conversion rate and prevent newsletter unsubscribes.

In this tutorial, you will learn how to launch successful campaigns with Friendly Automate using the example of a welcome campaign. With the skills from this tutorial, you can also create many other campaigns.

Understand and plan your welcome campaign

First, let's take a look at how an automated email campaign is basically structured. This graphic shows you what steps make up a simple email campaign and what you need to plan before you can implement your campaign in Friendly Automate: