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.

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 the “Cold Leads” section 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 a few days to a few weeks in between emails to give your prospects space to breathe and look forward to your next communication. (As long as you have a few days in between emails, people will forget quickly.)

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 method, that’s okay, too. It’s up to you — and you know your clients best.

Our recommended nurture sequence structure & flow

Email 1: Welcome a new subscriber.

Timing: Automatically sent after signing up

• Reinforce their great decision to join
• Share what being in your community will ultimately give them (what transformation or outcome can they expect?)
• Weave in a personal anecdote for connection, if possible, such as your WHY
• Set their expectations for hearing from you again (e.g.. “Next week, I’ll share…”)

Email 2: Project Reveal

Timing Suggestion: 3 Days Later

• Gives people some breathing room without them forgetting you
• Project reveals statistically get the highest open and engagement rates which helps them develop the habit of opening your emails
• 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: More about your services

Timing Suggestion: 3-7 Days Later

• Tell a story about solving a client’s challenges
• Lead into sharing your service offerings
• Be sure to include an image of you or your team
• CTA: Share a link to view your services on your website

Email 4: Helpful tips or insights

Timing: 3-7 Days 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, etc.

Email 5: Project Reveal #2

Timing: 3-7 Days 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
• 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 any are low, add a new project if you want to, 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. Smart, right?

Cheers,
Jaquilyn