The New Lead Nurture Stream
Goal
Nurture warm, new leads that are not yet ready to engage. Warm leads are precious and deserve special treatment on their journey to becoming customers. Communicate with them in a way that makes them feel valued and that highlights your value to them.
Approach
Make a good first impression and then continue to underscore it in both email and direct mail. The intention is to be present where needed, and to be helpful without being overbearing.
Suggested Campaign
WEEK 1 
Email Acknowledging New Lead
Immediately acknowledge the new lead and explain helpful info is on its way to them in the mail
WEEK 2 
Letter Introducing Benefits
Mail a letter introducing all the benefits of doing business with your company
WEEK 3 
Email an Action
Further qualify how you can help the target—drive them to a survey or a poll on a landing page. Visiting the page triggers a thank you email.
WEEK 4 
Postcard Benefits Recap
Recap the benefits of doing business with you
WEEK 5 
Email Testimonial
Feature customer testimonial and link to relevant case study
WEEK 6 
Email & Direct Mail Offer
Present offer—deliver a one-two punch designed to prompt engagement
WEEK 7 
Email Follow Up
Remind non-responders of special offer and send thank you email to people who took advantage of offer
WEEK 8 
Email News
Send relevant news related to your product/service, or email with topical commentary the prospect finds useful
NOTE: When someone is ready to engage, remove them from this flow. Continue nurture campaign after week 8 if ROI is there, or move leads to different flow. Alternatively, send email driving to preference center where they select how, when and about which topics to be contacted.