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Nurturing Emails: Best Practices

You know those emails that just keep coming? The ones that stay in your Inbox long after you’ve sent them, and the ones that make you feel like you can do anything? They work, right? But how do they work, and can they really be worth your time and effort? This guide will help you find out with the Nurturing Emails: Best Practices, lead nurturing email sequence, nurture campaign examples and b2b lead nurture email examples.

What Is A Lead Nurturing Email?

An email that encourages conversion is a lead nurturing email, which is delivered to prospective clients as they progress through the sales funnel. Engaging, tempting, and motivating lead nurturing emails will keep your lead interacting with your company.

Nurturing Emails: Best Practices

  1. Offer insightful material that is valuable.

Make sure you have something worthwhile to teach your leads as a top priority. Consider the emails you send to nurture leads as mini-blog entries. For instance, if you sell data backup software, the “top six considerations to make before purchasing data backup software” might be the subject of your first nurturing email. Keep in mind that you are a professional in your field. Continue to share new information with your leads, and they’ll be more than willing to subscribe to your emails and interact with your company.

  1. Limit your emails to one pertinent subject.

Every nurturing email should have a call to action and be narrowly focused on a single subject. As your leads are inundated with emails throughout the day, imagine yourself in their position when writing your emails. Keep the email’s content related to the subject that the lead initially converted on. For instance, if one of your leads downloads a data backup software FAQ white paper, they are probably near the top of the sales funnel and looking into potential purchases. “Selling the importance of data backup software to your management team” may be the subject of your first email. Address the issue your lead is attempting to resolve directly.

  1. Make it brief.

Do not worry about fonts, adding photos, or creating custom HTML at this time. The lead should be able to quickly assess the worth of your email from a quick glance and grasp it within five seconds. In an email, information overload comes quickly. Your unsubscribe rate will go up if you include extra calls to action or unrelated links, which will reduce the effectiveness of your campaign. Although research indicates that emails should be between 50 and 125 words, you can prolong your content if you want to thoroughly engage your leads. But keep it concise as possible.

  1. Check that the emails flow naturally.

You may develop campaigns that draw prospects through the sales funnel by carefully organizing the flow of your emails. The first email following the initial conversion may be instructional, and subsequent emails should keep on educating the lead while providing them a chance to convert again. This is the ideal time to advertise a demo download or a free trial. To define what constitutes a “sales-ready lead,” consult your sales team, and then design your lead nurturing programs accordingly.

  1. Check your emails and monitor important indicators.

The secret to perfecting your campaigns is email testing. Tracking important data can help you determine how well your emails are doing as you test them. Two important metrics to track on a regular basis are click-through rate and unsubscribe rate (the proportion of people who clicked a link in your email). A successful campaign will typically have a less than 5% unsubscribe rate. It’s necessary to reassess your campaign if your unsubscribe rate rises to more than 5%. Try experimenting with new material, a stronger subject line, or changing the time at which you send out emails.

  1. Make the emails your own.

To different kinds of leads, you should send various emails that are personalized for each individual lead. This includes not only who they are as customers but also any previous contacts they may have had with your company. Did they consent to get updates? Have they received a welcome email sent automatically? Did they previously make a purchase from you? When did you last get in touch with them or find out their email address? All of those things ought to have an impact on and alter the email’s content.

  1. Maintain your brand’s consistency.

Your company has a brand, a voice, and an image. All of those aspects of your business should be reflected in the emails you send to leads. Maintaining your brand’s presence with leads helps create a connection that encourages them to convert to customers. Over time, the familiarity will develop valuable trust and brand loyalty.

The Best Time to Start Nurturing Your Emails.

Nurturing your emails can help you achieve your goals more effectively. By taking the time to nurture your emails, you’ll be able to:

– Grow relationships with customers

– Keep your customer base engaged and loyal

– Increase response rates

– Improve engagement with prospects and customers

Therefore, it’s important to start nurturing your emails as soon as possible in order to achieve the most results. However, don’t forget that it takes time and effort to improve email content and habits. So don’t rush things – enjoy yourself while you still have the opportunity!

How to Use Nurturing Your Emails to Achieve Your Goals

By using the tips in this subsection, you can help increase response rates, grow relationships with customers, and increase engagement with prospects and customers. To get started, here are a few tips:

1) Start by including a warm greeting in all of your emails

2) Be sure to focus on the content of each email instead of just the body

3) Use keywords throughout your email marketing campaigns

4) Use helpful images and videos to help caption your emails

5) Send regularly scheduled emails that are relevant to your customers

6) Let your customers know when new updates or products are available

Lead Nurturing Email Sequence


Not every visitor to your website is prepared to make a purchase right away. In actuality, just 3% of your target market is actively looking to buy right now.

What about the remaining 97%, then?

Though humans are innately wary, you may take a chance and hope they’ll see your next marketing effort and purchase your good or service then. They’ve been burnt many times previously by companies that made unmet promises.

You must develop trust in order to persuade prospects to purchase your good or service. You can accomplish this through educating, entertaining, and showing a sincere interest in them.

Email marketing is required for this. It’s a terrific method to establish lasting, mutually beneficial relationships with little outlay of time, money, or effort on your part.


A prospect who joins your email list will receive an automatic series of emails known as a lead nurturing sequence.

The lead nurturing process’s objectives are to:

  1. Keep your brand in front of potential customers who are considering what you have to offer but aren’t quite ready to make a purchase right now. When they’re ready to buy, we want to be at the top of their minds.

2. Give your potential customer a result up front. When a potential customer accepts your free advice, uses it, and experiences success, it is compelling. Imagine the benefits a lead would receive if they purchased the entire service.

3. Inform and amuse. Consider your lead nurturing email series as informational entertainment. You want potential customers to like using it. A creative and entertaining technique to educate is much more appealing than dry, monotonous stuff. Use it to provide updates or a significant announcement. The best way to communicate with your customers is through this.

4. Encourage a dialogue. Conversations are where conversions happen. By interacting with your prospects, you establish a relationship and make it easier for them to decide to do business with you.

5. When your prospect is ready, prompt them to take action. The call to action might be obliquely stated in your email signature. You might also include a clear call to action in the email body, like this: “Get 25% off when you buy my course today. Offer ends at 12:00 a.m.

Let’s look at the kinds of email sequences you may send to your subscriber list now that you are aware of the advantages of a lead nurturing campaign.

Nurture Campaign Examples

Lead acceleration campaign

You reach a moment where the process slows down while prospects continue on their journey as buyers. You can design a nurture campaign to get rid of obstacles and hasten the buying process. These are the initiatives that must be set up concurrently with sales in order to ensure that your efforts are aligned. You wish to send decision-making aids in this campaign, such as ROI calculators.

By this time, you need to have a substantial amount of information in the prospect’s profile. From this point on, you need to have a decent idea of the tools you may use to advance them along the sales funnel. Perhaps they continue to visit the pricing or support pages. To assist prospects feel more at ease with their choice, take note of this and meet them where they are in the buying process.

Embedded lead nurturing campaign

Supporting this journey becomes essential to the acceptance and conversion event as a client tests a service through a connected experience that they’ve found their way into. As a customer learns more about the service, the objective is to help them tie it to their overall understanding of the brand’s values. This is accomplished by providing direction, offering support with pertinent content, and improving the customer experience by linking what occurs in the service with auxiliary systems.

“Why us?” campaign

Making a case for how your solution can meet those objectives should begin as you become more familiar with your prospects and their needs. A significant component of this type of nurture campaign is competitive differentiation points. To ensure that they get “why us?,” you should restate your value offer. The best strategies to make these points for you are case studies and testimonials.

Customer loyalty campaign

Keep your customers satisfied after you have them. Create an ongoing nurturing campaign to aid in retaining them. While you should continue to emphasize the advantages of their purchase, you should also offer advice on how to make the most of your goods and services.

You can gather more activity data by running this campaign through your marketing automation software than you otherwise could. This might help you notice a change in behavior that suggests they may be in danger.

New customer campaign

The capability of nurture campaigns to handle customer onboarding is a frequently ignored use case. Thank your new clients for choosing you and extend a warm welcome. There is a proven strategy for successful onboarding, regardless of the kind of product or service you provide. Send out a series of emails with these instructions. Additionally, you can offer help choices and responses to frequently asked issues.

B2B Lead Nurture Email Examples

1. Litmus

According to Epsilon, triggered email messages have a 67.9% higher open rate and a 241.3% higher click rate than regular email messages. In other words, it works effectively when you exploit a person’s behavior, like downloading content regarding email procedures, to launch a pertinent email based on that action.

Here’s a fantastic example from Litmus showing how to utilize witty, succinct language to send recipients an email that is pertinent and adds even more value.

2. Casper

Since the majority of customers read reviews or testimonials before making a purchase, your product is only as good as its reviews. With a humorous customer feedback, Casper adds some social proof to this conventional abandoned cart email.

The abandoned cart email from Casper is sharp and direct. It displays the items the reader was shopping for, asks them if they’d want to add more items to their cart, and offers two straightforward CTAs.

3. Framebridge

Not every email sent to nurture leads must be purely promotional. Sending recipients something they’ll want to open and read will increase engagement, which in turn will increase sales. Education is a strategy used by Framebridge in their nurturing emails that really works. They are delivering value in response to a request from their recipient by imparting a useful skill to the reader (reading the guide).

It’s also important to note that there is only one call to action that is quite clear: “Educate Me.” WordStream claims that adding just one call-to-action (CTA) to an email can boost clickthrough rates by 371% and conversion rates by 1617%.


Nurturing your emails is a great way to increase your exposure and boost your sales. By using successful email Nurturing techniques, you can achieve the desired results. By following these tips, you’ll be able to create high-quality emails that will help you reach your goals.

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