By Wes Cuprill

What Blue Nile taught me about prospect nurturing.

About 2 years ago, I decided what any other sensible 24-year old bachelor would: it was time to sign my life away and get married.

But first I had to sell a kidney and buy a ring.

I knew immediately where I'd buy this overpriced piece of carbon: Blue Nile, an online jewelry company.

The vast majority of people shop several places before buying an engagement ring, so how was my decision so easy?

Simple. Blue Nile was at the top of my mind because they had effectively nurtured me for several years.

Before I'd even met my bride-to-be, Blue Nile had gotten my email address. That led to countless promotional and informational emails from them.

Early on, I doubt I opened more than one or two of these emails, but I saw them every single day.

Then, when I was thinking about proposing, I started reading these emails, and when I was ready to pull the trigger, my decision easy.

Blue Nile understood how to patiently nurture me so...