Overview
Email Nurture Campaigns (also known as Nurture Strategies in SalesExec) are automated workflows that engage your leads through a series of timed emails and actions. They can be triggered by events such as a status change, a specific timeframe, or a lead's interaction with a previous email, helping to move prospects through a well-defined sales funnel automatically.
Key Functionalities
Automated Workflows: Create multi-step sequences that run automatically based on triggers or timers.
Multi-Channel Actions: Beyond sending emails, campaigns can change lead statuses, send SMS notifications, assign appointments, transfer leads to other users, or switch to a different strategy to pivot as needed.
Behavior-Based Triggers: Advance leads to different paths based on whether they open an email or click a link.
Performance Tracking: Monitor delivery, open, and click-through rates for each campaign.
Record Type Specific: Create separate nurture strategies for different types of leads.
Prerequisites
Email Templates: You must create all email templates you plan to use in your campaign before building the strategy.
How to Create a Nurture Strategy
Step 1: Access Nurture Settings
Click MORE in the main navigation toolbar.
Select Settings.
Navigate to the Nurture Leads section.
Click Nurture Campaigns.
Step 2: Create a New Strategy
On the Nurture Strategies page, click Create Strategy.
In the creation window, configure the basic settings:
Name: Give your strategy a clear, descriptive name (e.g., "Lead Onboarding Series").
Owner: Set to Corporate (all users), a specific Branch, or yourself (private).
Description: Add details about the campaign's purpose and target audience.
Enabled: Toggle this ON to activate the strategy immediately.
Click Create New Strategy.
Step 3: Build Your Nurture Events
Once the strategy is created, you can build the sequence by adding "Nurture Events" from the available options:
Wait: Pauses the sequence for a specified number of days, hours, or minutes before the next action.
Send Template: Sends an email template. You can set conditional paths based on the lead's interaction:
If opened AND link clicked, move to a different strategy.
If opened, move to a different strategy.
If not opened after X days, move to a different strategy.
Change Strategy: Transfers the lead to a different nurture campaign.
Change Status: Updates the lead's workflow status (e.g., from "New" to "Working").
Create Appointment: Automatically schedules an appointment on the lead's record. You can set the subject, duration, and start time offset.
Transfer: Reassigns the lead to a different user, branch, or corporate level.
Send SMS Template: Sends an SMS template from your library.
Step 4: Activate and Monitor
Arrange the events in your desired sequence.
Ensure the strategy is set to "Enabled."
Use the Statistics icon on the main Nurture Program page to monitor campaign performance, including emails delivered, opened, and clicked.
Best Practices
Start Simple: Begin with a 3-5 email sequence before building complex, multi-path campaigns.
Set Clear Goals: Define what a "successful" campaign looks like (e.g., lead replies, gets an appointment, moves to a new status).
Use Conditional Logic: Leverage the "if opened/clicked" options to segment engaged leads from unresponsive ones and route them accordingly.
Align with Sales Process: Ensure your nurture steps mirror your team's typical follow-up process.
Test Thoroughly: Add yourself to a test campaign to experience the flow and timing from a lead's perspective.
Troubleshooting
Leads are not entering my nurture campaign.
Check that the campaign is "Enabled." Also, verify the trigger conditions. For example, if it's set to start on a status change, ensure leads are actually reaching that status.Emails are not being sent.
Verify that the email templates used in the campaign are correctly configured and enabled. Check the "Wait" timers to ensure the delay isn't excessively long.A lead is stuck in a campaign.
Manually remove the lead from the nurture campaign and check for any errors in the campaign logic that might prevent progression.