11 examples of lead nurturing emails

The Casper email uses a simple yet effective design template that ties into the email’s sleep theme. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. When you get nurture right, people don’t just buy, they trust. Circling back to my personal experience with that AI certification program… Imagine if, instead of a weekly barrage of “Enroll now!

If you’re looking for something email does better than just about any other channel, it’s lead nurturing. I created my first site in 2011 with Blogger—it’s safe to say that website builders have improved a lot since then! Our final tip is to remember that you’re unlikely to come up with the perfect strategy right away. An effective nurture email campaign builds the relationship with the reader and provides the information they need to become a customer. We also add information about product updates, courses, and support videos to keep people in the loop. Nurture campaigns shouldn’t be promotional unless they specifically target bottom-of-the-funnel prospects.

Use your email marketing platform to create an automated workflow that takes a particular action whenever someone triggers it. Automate your nurture campaign so it can convert future leads while you sleep. If you don’t have the time or the skills, you can always hire a freelancer to create content for you. Your analytics platform will likely provide more information about how people move from leads to customers if you have tracking set up.

Inspire and educate customers with product tutorials

It’s a slow-cook strategy, ideal for high-ticket or complex offerings where a single email won’t cut it. Lead nurturing works by building relationships with your prospects over time, not just bombarding them with discounts and/or “buy now” messages. You’re meeting your prospect where they are in the buying journey, delivering content that’s actually useful to them at that moment. Each message should stand on its own, but also build on what came before, answering new questions, easing fresh doubts, and gently moving the reader closer to conversion.

How to make the most of social proof emails

If people like the idea, they may sign up to create the automation for themselves. Use this first email to introduce your brand, thank the lead for signing up, and explain the next steps they can take to connect. Send your first message as soon as the lead hands over their email address and continue until they purchase.

Offer a discount to new customers

Send the right message at the right time? In short, nurturing works because it replaces pressure with persuasion, giving people the clarity and confidence they need to say yes. At the bottom, they’re almost convinced, but they still need a reason to choose your product or service. You’re not just selling a product; you’re making a case.

(Need help with this? Check out 6 Tips for Building an Effective Message Map for Your Email Campaign.) Before you write a single subject line, map your core message, supporting points, and proof to each stage of the funnel. Retargeting, social media, and even live chat can all reinforce the same messages and keep your brand top of mind across platforms. I’ve found that the more segmenting and personalization you can add to a lead-nurturing email campaign, the better it will perform and the more conversions you’ll get. For example, once a customer adds an item to their cart, a lead nurturing email sequence could include a purchase reminder, a limited-time offer, or a list of similar products they may like.

But you can take this further by using data you have about your customers to personalize the content of the email to them specifically. But you can segment or group your list based on interests or behaviors and send relevant content to each one. Make the most of this interest by sending a welcome email as soon as they sign up for your list. Anyone who signs up for the webinar will be added to a new group for people who have shown a deeper interest in the product.

This is because you can create a strategy that meets their needs exactly. Webinars are a great way to teach leads about an industry problem, which can position your brand as a trusted thought leader. It blends social proof with specific benefits for different types of people. Once you know each customer’s interests, you can send further content that addresses these pain points. Use your nurture email to find out more about the customer’s specific problems. Once you have the groups, you can send extremely relevant help guides.

Yappy doesn’t offer anything in exchange for the review, but through a clever use of humor and gratitude, it encourages plenty of customers to do it a favor. The business thanks the customer for their order and makes it easy to review Yappy with a connection to Reviews.io. The email tag additional.pack_name is where the business drops in the name of the customer’s dog. Pet brand Yappy does a great job of asking existing customers to share a review. Even so, brands should ask customers to share reviews to boost their online reputation. Promoting related products or services is an easy way to upsell and cross-sell your existing customers.

This lead nurturing email example from Grammarly shows how easy it is to honor each customer’s anniversary with your business. Customer loyalty is a valuable asset to your business — so don’t take it for granted. Instead of going in with a hard sell about its products, Casper provides value in the form of informative content that solves its customers’ biggest pain points. The welcome email is also successful because it highlights the fact that Casper’s community is 1 million people strong — social proof that Casper is a trusted brand.

• As activity scales, manual handoffs create delays, context gets lost between marketing and sales, and high-intent prospects cool while people chase scattered signals.
• Hi Name,Catching prospects’ eyes in Recipient’s Industry isn’t always easy for teams.We’ve helped Example Company stand out with real results.Want to hear how it could work for Recipient’s Company?
• Make sure you’re connecting email performance to business outcomes, and optimizing based on that, not vanity metrics.
• This is a solid example of nurture through product value and education, especially effective in a B2B context where prospects need more than one touchpoint to understand real value.
• Hey Name,Turning prospects into believers isn’t quick, especially in Recipient’s Industry.
• Hey Name,Did you know manual errors can cost teams up to 30% of their leads?

You’ll need to connect your email marketing platform with your product via its API or a pre-built integration to discover data such as how the lead uses your software. Other data, such as email engagement and content downloads, can be tracked within your email marketing platform’s analytics. You can collect demographic and firmographic data by adding fields to your email signup forms that people can use to provide the information.

How to create an email nurture campaign

Your message might be brilliant, but if it’s hard to read or looks broken on mobile, it won’t matter. You’re giving your leads control, not forcing them to wait for a magic moment. Some people will be ready to buy on email #1.

Its simple icons and headers quickly tell customers how to get more out of their Baggu products without the need to read through a long list of instructions. Baggu is a reusable bag company that sent an instructional email to shoppers showing them how to care for Baggu products. This lead nurturing email example features the brand’s famous flat, iconography-heavy style that engages readers the moment they open the email. This nurture email example works lead nurturing email campaigns because it details the product’s features in an engaging way that sounds like your best friend is telling you about their new pair of shorts.

Nurture email campaigns help turn leads who aren’t ready to buy into loyal customers. Marketo Engage allows you to respond to customer behaviors in real time so you can personalize their experience and build relationships. When you’re ready to get started, select a type of email that might be good to kick off your next lead nurturing campaign. Harry’s also includes a section in its email for people who don’t want to fill out a quiz. That’s what Harry’s, a personal care and grooming brand, did with its skincare quiz. If you offer a range of products or services, customers might not be sure which options are right for them.