Writing a lead nurturing email? Here are my 8 tips to get it right

Or you could split your audience based on the person’s position in your sales funnel. When creating a nurture campaign, first consider the outcome you want to achieve so you can build your strategy around this goal. Your nurture campaigns play a specific role in the lead's journey toward being a customer. Follow them to ensure your campaigns work towards your business goals and appeal to your customers. Here are 6 steps you can take when creating your email nurture campaign. The email is effective because it explains how adding videos to a website benefits the email recipient.

We've redirected you to the MailerLite, where you'll find content created by FreshMail team and refreshed by MailerLite specialists! I love building websites with no-code tools and writing about what I learn. Keep experimenting and testing nurture email campaigns to see what works and what doesn’t. The tool will then automate the test and send the winning email to the remaining portion of your list. Create different versions of your email, choose which metric you want to test, and then choose the percentage of your list that will receive each email.

If you’re looking for inspiration, check out these examples to jump-start your own email lead nurturing campaigns. Want to learn how to build a blog like this? Up your marketing game with advice, tips, and stories from the experts three days a week. Also, while “Get Started” is a solid CTA, it’s used twice with no variation. This is a solid example of seasonal B2B nurture that supports platform engagement, not just sales.

Human Scarcity as Strategy

Just add a custom tag to your email that’s related to a field in your profile. People who hand over their email addresses want to hear from you. Once you know the winner, roll this out in all future campaigns so you always use the email most likely to lead to engagement. Build automated email sequences to nurture leads and generate sales. These people will be targeted with a more sales-focused automation. You can then use our automation builder to define the actions that occur when someone triggers the campaign.

Identify your audience

Chubbies is a men’s clothing company that’s known for its quirky sense of humor. The social media share buttons also make it easy for customers to publicly celebrate their anniversary with Grammarly, which gives the company additional exposure at no cost. By offering 40% off Grammarly premium and using the CTA “Claim lead nurturing email campaigns this Gift,” the brand makes it easier for customers who already use its tools to upgrade their subscriptions. While acknowledging the anniversary itself can foster loyalty, this email is also effective because it offers a discount on a Grammarly upgrade. If you want to boost open rates and conversions, consider a nurture campaign like this example from Farewill, a UK company that helps consumers write their wills. This intro email works because it acknowledges a Tuft & Needle buyer pain point — making a decision when buying a mattress online is not an enjoyable or easy experience.

Creating effective lead nurturing emails

And then the likelihood of their opening your next message decreases. You’ll build trust, move people closer to a purchase, and keep them engaged. A good nurture sequence aligns with those stages, delivering content that educates, persuades, and overcomes barriers to the sale. In the middle, they’re comparing options.

A lead nurturing email is designed to move someone from “just browsing” toward “where do I sign? Organize your email marketing strategy and metrics with this free template. We’ll cover content planning, funnel mapping, and CTA strategy. But I’ve seen a lot of nurture campaigns in my work.

The MailerLite marketplace on Upwork has plenty of top talent who can create your campaigns. Best practices for design and copy are more complex, but our articles on email design and writing engaging email content have plenty of tips that will help. This will be especially effective if you have a limited number of customers. You can get further insight by speaking to your existing customers and learning about their journey.

Send customer surveys

That means showing the value, answering the unspoken questions, and offering reassurance at every step. A good lead nurture campaign is like a thoughtful conversation; it’s not a hard sell. ” It delivers content that’s timely, relevant, and mapped to where the lead is in their decision-making process.

• Segmenting your leads allows you to send personalized content, such as incentives, guides, and social proof, to different groups.
• Its message positions the customer’s input as critical to product development, making users feel genuinely valued and heard.
• Your ultimate goal is creating bite-sized, valuable information that leaves readers craving more, ultimately increasing the likelihood of engagement and action.
• Track email performance metrics, including open rates, click-throughs, and conversions, to see what works and refine your strategy based on that insight.

Instead of revealing the product’s price in the email, Columbia encourages customers to click through to their cart with the “Reveal New Price” CTA. Not only does its abandoned cart email highlight the exact item in the customer’s cart, but it also announces a price decrease for that item. It also emphasizes that the survey is very short, which increases the odds that customers will be willing to complete it. Headspace encourages people to click by placing the CTA button not at the bottom of the email, but at the top.

This lead nurturing email example from Ezoic links to a blog post that shows how people can use the tool to host and display videos. Therefore, a good nurture email strategy can help you get more sales, revenue and profit. You can send discounts, free trial offers, or cart abandonment notifications. You can use email marketing software to create workflows that automate the entire process.

Yes, email is the backbone of most nurturing campaigns (and the most cost-effective), but supporting channels matter. Each stage of the funnel (Awareness, Consideration, Decision) needs content that meets the prospect where they are. It maps funnel stages to the right goals, content, and channels.

A direct next step, like “Get notified when registration opens” or “Start your application checklist,” could keep the momentum going without pushing too hard. Also, while the CTA to “mark your calendar” is gentle, it’s also vague. It stands out because it skips the usual red-and-green, Santa-and-sales approach and instead anchors itself in something quieter and more meaningful, especially for gardeners. It’s not selling, it’s centering.

How great would it be to have a team of top salespeople working 24/7 to make sales for your business? Mandar, Paid Advertising Specialist (left), and Rūta, Performance Lead (right) Better yet, the one-question quiz makes it a cinch for shoppers to view customized product lineups just for their skin type. Instead of requiring your sales team to manually customize a plan for each shopper, use email quizzes to guide buyers through the process. Unlike a survey email, a review request email asks customers to share their feedback publicly.