# Lead Nurturing

# Summary

This section will explain the nurturing campaign that kick off once a bride enters HubSpot.   
  

## How they enter... 

A bride will typically enter into a lead nurturing campaign by:   
1) Completing the [Bridal Quiz](https://www.adornbridal.com/en/bridal-quiz)  
2) Downloading the Bridal Fashion Timeline (located on multiple pages throughout the site)  
3) Subscribing to the Blog (in the sidebar of the blog)  
  
Once we have an email address for a bride, they will go into our [Nurturing Controller Workflow](https://app.hubspot.com/workflows/6291049/platform/flow/77983499/edit), which decides what to do with them. 

# The Controller

Once they have subscribed, we enroll them into the Nurturing Controller Workflow. The idea of a Controller is a programming concept - it's basically a container that for some logic and it determines what happens on a webpage or, in our case, the type of nurturing that a bride should enroll in next.  
  
![](https://res.cloudinary.com/dstack/image/upload/v1666797900/adorn-nurturing-controller_hym2ql.gif)

# The Nurturing Workflows

The general purpose of the Primary Lead Nurturing and Not Engaged/Hopeful workflows are to drive appointments. Once they meet that criteria, we unenroll them from that workflow and enroll them in the Appointment Made workflow. The purpose of the Appointment Made workflow is to drive purchases.   
  
  
  

All three of these nurturing campaigns follow our broad suppression rules:   
\- wedding date in the past,  
\- wedding date cancelled,   
\- purchased a dress

  
  
  
  
These three nurturing workflows are very similar but vary a bit in the order and cadence of the emails.   
To see which emails go out in which order for each workflow, it is probably best to view them in HubSpot. Here are the links:   
[Primary Nurturing Workflow](https://app.hubspot.com/workflows/6291049/platform/flow/38025902/edit)  
[Not Engaged or Hopeful](https://app.hubspot.com/workflows/6291049/platform/flow/41064567/edit)  
[Appointment Made](https://app.hubspot.com/workflows/6291049/platform/flow/53427417/edit)