4 Tips for Writing Nurture Emails People Will Read

When it comes to effective marketing, you want to do more than just talk at a prospective client. You want to talk TO them. You want to build a relationship with them, to become their friend. And so like a helpful friend you try to anticipate their questions and provide answers, often in the form of nurture emails. The only problem is that people sometimes don’t listen to their friends. If the friend doesn’t have anything relevant or interesting to say, they’ll tune them out. The same is true with the nurture emails you’ve been sending out.

To avoid joining a legion of ignored friends, try these 4 techniques.

Be relevant. In order for them to take it seriously, your message has to have meaning to your audience. The best way to make sure that happens is to know exactly who you’re writing to. What are they passionate about? What are their likes and dislikes? It’s worth your time to find out. The better you know them, the more specific you can make your message. Everyone loves personal attention, and will appreciate a message that’s tailored to their interests. It’s what a good friend would do.

Be brief. Your audience needs to feel that you respect them, and one of the best ways you can do that is to respect their time. They’re busy people with plenty of stressors and responsibilities. You don’t want to be that nagging friend, so keep your message short and to the point.

Be personable. Sesame Street aside, no one really wants to be friends with a grouch. A positive, friendly tone will carry you farther than a belligerent one. Try to be light and entertaining rather than serious and brooding. If you think you’ve got a good sense of your audience, you can even throw in a little humor. A friend who can make you smile is a friend you’re likely to keep.

Know your voice. Every writer needs to develop their own voice, their own way of writing and expressing themselves. For some, the art of personable writing comes naturally. Others are more comfortable using a formal structure. While you do want to make your writing as friendly and relaxed as possible, don’t try to be someone you’re not. It will make your writing task a lot harder, and even more importantly, your audience will quickly see through it. No one wants a fake friend.

A nurture email is a chance to be the friend you’ve always wanted. So use these techniques and get out there and make some new friends.