The power of nurturing: why staying in touch with customers is a tiny but mighty move

Nurturing, which refers to communications that offer existing customers a regular flow of updates from your brand, is something that most agree to be important. Indispensable, in fact.

But many don’t prefer to take the initiative. Or, not take advantage of the full potential that their customer segments offer.

“Too much squeeze for too little juice.”
“Audiences too narrow.”
“Audiences too wide.”

Reasons galore to not partake in a steady flow of nurture campaigns.

But there’s one powerful reason which always justifies maintaining a cadence of nurture campaigns: staying on top of your customer’s mind, no matter what happens.

Yes, literally no matter what happens.

Inflation, economic downturns, natural disasters. No matter what. I know this sounds hyperbolical, but hear me out.

A simple email thanking your customer for their purchase last week, followed by other popular products in the same category they shopped from. Sounds vanilla, but do it consistently and for long enough, and you’ve got a recipe that will eventually hone customers to look at your brand, from time to time.

Not everyone’s going to do a double take. More people are going to fold than click through. But as long as what you offer is valuable, it’s worth executing.

Also read: Even if brands know what to do – not all of them follow through

See it through your customer’s POV: Is this really worth spending time, money, and effort in? If the answer is less than a resounding ‘yes’, you need to iterate your messaging. In some cases, even iterate your offering.

Which brings me to my next point –

It’s not the nurturing, it’s what you’re offering through the nurturing that determines its success.

I’ve seen the most basic text-based email newsletters garner much clicks, engagement, compliments and applause. No fancy template. No HTML. No email marketing tool. No bells and whistles. Just spot-on content, product and/or service suggestions that truly make a difference in the lives of the people seeing it.

And as always, quality matters more than quantity. A single monthly SMS campaign may be more effective than ten emails. You’ll need to do some trial and error here though, before identifying what works best, and why.

Nurture campaigns are one of the most boring sounding things in the world. But every item of mindfully delivered communication is akin to building a wall, brick by brick, whereby every brick represents the awareness you’re striving to achieve, for your brand.

If you would like to share your opinions regarding the content on our blog, please email us on media@sunshinestrategic.com.