How to Build an Effective Nurture Strategy Using Email Marketing

Sarah Brumley

Sarah Brumley

Want to grow your online business without feeling overwhelmed or neglecting your family? Well that’s exactly what I’m here for. And today’s absolutely no different. We’re tackling the three core elements of an effective nurture strategy that can and will make all the difference in your business journey. So, if that sounds like something you need – you’re in the right place. Let’s get started.

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How to Build an Effective Nurture Strategy: The Core Elements

Well hey there and welcome back to another episode of the Mama Business Podcast. I’m your host, Sarah Brumley, and I’m excited that you’ve chosen to join me today.

We’re working our way through a series I’ve titled “The Power of 3”. Essentially it’s the three key foundational elements you need in order to build a successful marketing strategy that will work for you and and your business long-term, without having to use sleazy sales tactics or paid ads. And today we’re focusing on the second foundational element which is the “Nurture” strategy. The nurture strategy fills the gap between “I know I need help” and “I’m willing and ready to accept help”.

And we all know that’s a reality, right? I mean, we see that across all areas of our lives. It’s a process to get from the knowing you need help in some area and actually accepting or seeking it out.

For our potential clients, we want to make that as easy as possible and we do that in the nurture phase of our marketing strategy.

And if you listened to the previous episode – episode 102, then you know that I’m talking specifically about using an email marketing strategy to make this all happen. So, if you missed that episode, you’ll definitely want to check it out.

So, how do we close that gap for our potential clients? Well, it’s more than just using the right tool. And that’s why today we’re chatting about the three core elements of an effective nurture strategy – these are things that are simple to implement, but will be the difference between success and struggle as you market your business going forward. And I know you – you don’t want the struggle, so let’s get to it and make this happen.

Core Element #1: We Offer a “Small Win”

The first element of an effective nurture strategy is to offer a “small win”.

In order to nurture your potential client via email, you have to actually get them onto your list. My favorite way to do this is by offering a small win, essentially an incentive to say “yes” without feeling overly pressured. It’s you saying – on your blog, podcast, video channel, or even in person – that you have a small solution for them in exchange for their email address.

They sign up, they get that thing, they see a small result that moves them in the right direction, and then you can continue to nurture them or move them directly to paying client status.

It might sound complicated but it’s shouldn’t be. It’s really as simple as asking yourself, “What does my ideal client need to get them moving in the right direction?” or “What’s the first step they could take that would get their momentum going?” And then creating that mini-win offer.

Practically, this might look like offering:

  • PDF Checklist or Worksheet – I have a good example of this with my Home Cleaning Checklist. It’s just a list of all of the rooms and tasks that should be done each week to have a fully clean home. It’s one page and very simply created. But it’s something I use regularly, so for a busy mama who’s trying to keep up with business and home – it’s a great first step to streamlining at least one system. (And yes, we have to have systems at home, too – don’t we?)
  • Workbook (that’s a step further than a checklist) – This is something I’m a big fan of, but ONLY if you can put it together without feeling overwhelmed. Once again, it doesn’t have to be complicated, but it can take more work and you want to make sure it’s something that your potential client actually needs and will use. Otherwise, they might get overwhelmed with too much content and not get the intended result. In that case it’s counterproductive. I actually offer two workbook options – one is my Achieving Goals Workbook. While it doesn’t walk my potential client through how to set up their systems, it DOES help them identify what matters most in this season of life so they know what to prioritize when it comes to their systems – at home or in business. Additionally, I have a Sales Funnel Workbook that’s geared toward helping my potential clients understand the elements needed for their own business sales strategy. And don’t worry – if you want to check out any of them, you can find the links in the show notes.
  • Simple offer of “being in the know” – Maybe you offer something awesome each week in your emails OR maybe they just don’t want to miss out on getting first dibs on your new program or offer.
  • Discount, coupon, etc. – We’ve all used our emails for these, right? Once again, it’s not complicated – it’s just a small win or incentive so that you can nurture them into bigger future results.

So, core element #1: offer a small win.

Core Element #2: We Offer Consistent Value

The second core element of an effective nurture strategy is to offer CONSISTENT value.

This is two-fold. First, you want to make sure that you are consistently showing up. Ideally, sending an email once per week or, at a minimum, once per month.

But beyond that – you have to provide value with EACH and EVERY email you send. That means regular communication that offers resources, small wins, or information that goes beyond what you’ve shared in your long-form content. You might include stories that aren’t told elsewhere to build up that personal connection, reminders of new content releases – whether that’s your blog, podcast, or video content, or you might even think about offering recommendations or warnings of what not to do.

And…it’s okay to start somewhere and see how it goes. Because the truth is that you’ll quickly see what works and what doesn’t for your audience. And sometimes things will work in one season but not in another. So, don’t get bogged down in the details – just get started, keeping in mind that “SPAM” equals “CONTENT THAT DOESN’T OFFER VALUE”. As long as you’re offering value – you’re subscribers will look forward to hearing from you.

So, core element #2: offer consistent value.

Core Element #3: We Offer the Solution

That brings us to the third core element of a nurture strategy, and that’s offering the solution.

When I say solution, I mean the solution to your potential client’s problem. That’s the product, program or service that you provide. It’s the thing they need to find success in that area of their life, and if you don’t offer it, they won’t get it and they’ll continue to suffer in whatever state of frustration or overwhelm they currently find themself in.

So, share about it. I recommend at least once per month, but there’s no harm in sharing it even more frequently, especially as you have upcoming promotions or deals that you’re offering.

And, if you’re thinking, “well, but what if my subscribers thing I’m sleazy and I’m just here to sell to them?” then you’re going about this the wrong way. Because selling in your emails isn’t sleazy at all. You know that they need your solution. Don’t be shy, they’ve already shown interest by signing up to hear from you. The worst they can say is “no” and that won’t kill you OR your business.

What will kill your business is not making the offer to start with. Because if you don’t offer, they won’t know how you can help them, and you won’t have any revenue. So make the offer. And do so frequently.

Take Action: Launch Your Effective Nurture Strategy

And that brings us to the action part of this episode. And we all know that action is where the dreams turn into the reality. And today’s action step is this:

ACTION: Consider how you will implement these three core elements within your email marketing strategy.

  • What “small win” or incentive will you use to get them on your list?
  • What will you offer of value to your subscribers each week?
  • How will you share the solution you offer to your potential clients?

Like I said, this doesn’t have to be perfect right out the gate. You’ll make adjustments over time, but the key is to get started. And now’s the time.

Ivan Turgenev said, “If we wait for the moment when everything, absolutely everything, is ready, we shall never begin.” Don’t let that be you. Take the time today to put these core elements into play so that you can build a foundation for future business success – the success you’ve been dreaming of.

If you’re struggling with any of this, don’t hesitate to snag a Mama Business Strategy Session. Together we can create a plan to help you make it a reality – no stress required. You can find my calendar and get yours booked today by heading to sarahbrumley.com/strategy.

In the meantime, mama, just know that I’m cheering you on. Have an amazing day and I’ll chat with you again next time.

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