Be varied A good lead nurturing sequence should have something for everyone! Include as many different types of content as you can. Blogs, videos, webinars, animations - variety is the spice of lead nurturing life! Not everyone will open your email - but if you include as much variety as possible, you’ll maximise your chances. Remember that everyone consumes content in different ways. Some people like the written word while others prefer audio or video. Cater to as many tastes as possible in your lead nurture sequence. A/B test everything I like to experiment with everything in my lead nurturing sequences. Try out different banners, copy, CTAs. Do buttons work best or do text links? These are all questions that only A/B testing can answer. Segment your audience into 2 groups. Send one style of email to the first group, and another style of email to the second group. Go back to your analytics - which email performed better? Take your learnings to improve the later emails in the sequence - and possibly emails in your other sequences, as well! Expand your touchpoints An effective lead nurture sequence should expand the touchpoints that your leads have with your company. You want them to be interacting with your brand everywhere! So, don’t be afraid to have other channels as your CTA. You could include links to your social media pages or a subscribe button to your YouTube channel. If you’re hosting webinars or podcasts, you can link out to them, too. The Inbound Marketing Playbook / 75