How & Why You Should Create a Nurture Sequence for Your Design Firm

Imagine that your dream client stumbles across your business on Pinterest, clicks over to your portfolio, falls in love with your designs and personality, and immediately signs up for your lead magnet or mailing list.

The moment when someone signs up for your mailing list is a BIG one — this is when a prospective client is inviting you to be part of their life.

So, they receive your lead magnet, let’s assume they love it… and then what? Will they hear from you in a few days? A few weeks? A month?

And what will they receive? Will it be whichever random newsletter you happen to send out next? Or will it be tailored to the fact that they’re new here?

This is where a nurture sequence comes in…

What is a nurture sequence?

A nurture sequence is a series of value-driven emails that a new or existing mailing list subscriber receives. The goal of a nurture sequence is that you are creating an intentional experience for them, guiding them from being a stranger to being a prospective client.

This is 100% the opposite of spam. A great nurture sequence will help them get to know you, show that you understand them, and help them decide if you are the right professional for their project. AND it will be relevant for at least 1 year or much more.

In some cases, a nurture sequence that is truly strategic and evergreen (meaning always relevant) can even be used to nurture potential client inquiries that go cold. (See “cold leads” here.)

What are the logistics of setting up a nurture sequence?

For starters, a nurture sequence is not a series of emails sent out daily. Now that would be annoying to receive. Oftentimes, we suggest anywhere from 1-4 weeks in between emails to give your prospects space to breathe and look forward to your next communication.

In fact, the best strategy is to match the cadence with the same pace at which you send your monthly newsletters. That way, when the sequence is done, they can be moved to your main newsletter list and start getting the same emails as everyone else.

It’s also important to know that many marketers disagree on the volume of emails required. To be honest, there is no right or wrong. It’s all personal preference. We’re going to share our formula for nurture sequences because that’s what we’ve seen work with our clients.

If you prefer something else or hear about a different, that’s okay, too. It’s up to you — and you know your clients best.

Our recommended nurture sequence structure & flow

Email 1: Deliver your lead magnet and/or welcome a new subscriber.

Timing: Automatically sent after signing up

• Keep it short
• Reinforce their great decision to download this resource/join
• Share what the resource will ultimately give them
• Weave in a personal anecdote for connection, if possible
• Set their expectations for hearing from you again (e.g.. “Next week, I’ll share…”)

Email 2: Project Reveal

Timing: 1 week later

• 1 week gives people some breathing room without them forgetting you
• Project reveals statistically get the highest open and engagement rates
• Share “before” photos
• Include a very brief overview of the project, scope, clients
• Share a couple “after” photos for a WOW transformation
• CTA: Link to view more in your portfolio on in a blog post

Email 3: Personal story and/or valuable blog post

Timing: 2 weeks later

• Share a personal story to help them feel connected to you/your team
• Connect the story to a helpful tip they can use
• Be sure to include an image of you or your team
• CTA: Share a link to more on the topic in a blog post (if you have one)
• OR invite them to learn more on your website

Note: Some topics to include could be… what it’s like to work with an interior designer, things to know before a renovation/new build, inside the interior design process, realities of renovation in your specific area, what makes you different, your design philosophy, etc.

Email 4: Helpful tips or insights

Timing: 2-3 weeks later (or two weeks if you typically send bi-monthly newsletters)

• Same as Email 3, but a different topic

Email 5: Project Reveal #2

Timing: 2-4 weeks later

• Pick a different project for variety (either in aesthetic, scope, etc.)
• Share 1-2 “before” photos of the home
• Include a very brief overview of the project, scope, clients
• DON’T share after photos, but make them click to see more (build the suspense!)
• CTA: Link to view more in your portfolio on in a blog post

Email 6: Direct invitation to work together

Timing: 2-4 weeks later

• Very short email
• Mention that you have a few spots open for projects to start in the coming months
• Ask them if they’re considering a [insert type of project]
• Mention that chatting with a designer early will give them knowledge they need, even if they don’t hire right away
• CTA: Contact us

Email 7: Helpful tips or insights

Timing: 2-4 weeks later

• Same as email 4, but different topic
• Make it a topic relevant to your services specifically
• Remind them that you’re here for them when they’re ready
• CTA: Ask them to request topics they’d like to see discussed in the future
• Action: Move them to your main monthly email list

Maintenance? There’s Little to None.

The great part about nurture sequences — other than the heavy lifting they do for you from a marketing perspective — is that they require little to no maintenance. You can pop into your email provider once per quarter to take a look at your open rates, edit subject lines if rates are low, or make other tweaks based on what the data is telling you.

Otherwise, you can let it run on its own and feel confident that it’s working FOR your business. Neat, right?

xoxo,
Team O&B