1. How to use the Lead Nurturing tool to create your first campaign?

Now that you have a landing page set up that is collecting leads, you need to build a lead nurturing campaign to "nurture" those leads from early in the sales cycle to late in the sales cycle. This will make it more likely that your leads turn into customers. This tutorial walks you through creating the first email in a lead nurturing campaign.

1. Understand What Lead Nurturing Is

A lead nurturing campaign is a series of emails you build that your leads automatically receive after (1) filling out a form on your landing page or (2) you import the leads into your Leads tool. Because each form is tied to a specific offer, you can target these emails to the interests of your leads. You can have up to 20 emails that go out over the course of up to 260 days after the initial conversion point.

Click here to see examples of lead nurturing campaigns other HubSpot customers have created >

2. Create a Campaign

First, create the Lead Nurturing campaign that will contain all the emails (up to 20) that are part of this campaign.
  • Campaign Name - This is just the name that you give to the overall campaign so you can keep track; it is not visible to your leads.
  • Email Footer - This should include your company name and mailing address.

3. Compose Your First Email

You'll compose the first email of this Lead Nurturing campaign. Fill out the fields above the space you have to write the email:

  • From Name: This could be your company name, the CEO's name, your name, the marketing director's name; it's up to you.
  • Reply-to email: Again, this could be a generic company email (such as noreply@company.com), your email address, or the email address of your marketing team or director.
  • Subject Line: The subject line is the most important part of an email. Without a good subject line, your leads won't want to read the rest of your email to see what you have to say or click a link back to your website. Make sure you specify what the benefit is of reading your email, such as "Learn How to Blog to Get More Traffic & Leads" or "Save Time and Money With Our Free XYZ Toolkit"

Then scroll down to compose your first email!
Here are some best practices you should follow when crafting your email:
  • Keep it Short - Your email should be around 100 words, and easy to read; the goal is to get them back to your website, not reading a novel of an email.
  • Keep it Focused - Your email should be focused on one specific next step. Don't try to cram every offer on your site into one email; it will just confuse your readers.
  • Includes a Call to Action (CTA) - Include CTA for the next step that links to a landing page on your site. Data shows that having two links to this landing page, one at the beginning and one at the end of your email, increases click-through rates.
  • Use Bullet Points - Make it easy for your readers to decide to click a CTA by including benefits of your next offer in bullet points.
  • Personalize Your Emails - We can currently insert personalization based on three points of data on your leads. 

4. Create a Plain Text Version

You'll be composing your email as an HTML email, but you also need to be sure that your email looks good as a Plain Text version. Different contacts will have different email preferences and settings, so it's important to optimize both email formats. Note that each of your contacts will only receive ONE email; HTML OR plain text, whichever is compatible with their settings.

5. Test Your Email
Send a test email to one of your email addresses and check if it works.

6. Create Another Email
Congratulations on completing your first email! If you'd like to create another email within this campaign to send out on a different day, create a new email repeating the above steps for this new email.