Another reason to create a nurturing campaign is to train these people to open your emails more often. If all you ever do is send non relevant and poorly targeted promotional campaigns your open rates are going to start dropping off and you’re going to get unsubscribes So we’re going to focus on value now and then sales later. If you think back to the last few emails that you received from online stores or businesses, can you think back to the last campaign where they didn’t try to sell you something? There are a tonne of companies that just don’t nurture their subscribers. They’re constantly pressuring us into a “buy now or get out” scenario. Now with the value automation, the whole point is not to sell anything at all, but to provide value to your list. This nurturing series should follow on from your welcome emails immediately by default.