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Lead nurturing email campaigns: Your complete guide

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Convincing somebody to purchase from you throughout that very first contact is a problem.  

This is very true within the B2B world, the place the shopping for course of often takes longer, is extra complicated, and includes a number of stakeholders. 

That’s why entrepreneurs got here up with the idea known as lead nurturing, the place as an alternative of going for the large “yes” immediately, you are taking time to determine a relationship first and solely current your provide when the prospect is more than likely to transform. 

If you’re considering beginning your individual lead nurturing campaigns, you then’re in the proper place. In this guide, I’ll deal with one particular sort of lead nurturing, one which includes emails.  

Keep studying to study: 

What is a lead nurturing email?

A lead nurturing email is a message entrepreneurs ship to prospects who join their email record. The sequence of these messages constructs lead nurturing email campaigns. And the objective of those campaigns? Establishing a relationship, constructing belief, and eventually engaging potential clients to purchase their services or products.

Why are lead nurturing emails essential for your small business?

Image depicting a simple email lead nurturing flow leading to a paid offer.
Simple (linear) email lead nurturing move driving prospects towards a paid provide

Recently, I got here throughout an website positioning knowledgeable who was quoted in an article. His opinion was on level, so I regarded up his LinkedIn account (with legions of followers) and his web site, the place every thing was spotless. But was I able to buy his (fairly costly) on-line course or subscribe to his paid e-newsletter in the course of the first-page go to?  

No, I wasn’t. I subscribed to his free e-newsletter, although. And there I used to be – a lead that entered the lead nurturing path. Every week since then, I preserve receiving emails from him. Some are instructional, and a few encourage me to buy that on-line course (with a limited-time low cost, in fact). 

Despite the emails being tremendous strong and backed with video testimonials and numbers, I nonetheless didn’t plug in my bank card. But to be trustworthy, I feel I’ll.


This is why email lead nurturing is essential! Your potential clients would possibly really feel hooked from the beginning, however it’s nonetheless too untimely for them to say, “OK, I will spend my $1K on that service.” 

Lead nurturing is about constructing belief and long-term relationships with future patrons. As lengthy as you keep on their radar and preserve participating them with useful content material, you’ll improve their possibilities of clicking the “buy now” button. 

Here are different explanation why lead nurturing emails are necessary for your small business: 

  • They assist you to keep prime of thoughts – even when your prospect isn’t prepared to purchase now, it doesn’t imply they received’t convert inside the subsequent six months or extra. Lead nurturing emails will assist you to preserve your model on the prime of your prospects’ thoughts, in order that they’ll know whom to achieve out for extra data, once they’re able to do enterprise. 
  • They assist you to run your campaigns extra effectively – by automating components of your lead nurturing course of, you may allocate a number of the saved time to higher serve prospects who’re prepared to purchase now. 
  • They can assist you shorten the gross sales cycle – a lead nurturing marketing campaign can assist velocity up the shopping for determination amongst your prospects, since it will possibly ship related data in response to your audiences’ actions. 
  • They can improve your conversion charges – an email lead nurturing marketing campaign can assist you construct belief and educate your viewers, in order that they’ll make higher selections. 

Did you realize? According to The State of Lead Nurturing for Mid-Size Companies report, 73% of surveyed entrepreneurs verify that they’ve a lead nurturing program or are engaged on one. And lower than one-third of that group (22% total) say that their technique is well-designed and measurable

Case examine:, a web-based retailer promoting artisanal espresso, converts 54% of their email subscribers into paying clients due to an automatic email marketing campaign. 

The motive why this marketing campaign is so profitable is as a result of, as the corporate’s proprietor places it,  “Our audience are people who know the difference between the quality of mass-produced and artisanal coffee. Our customers make conscious choices, which gave us the idea for an educational campaign that could make our subscribers more aware and ready to buy.”

State of Lead Nurturing for Mid-Sized Companies.

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Want to optimize your lead nurturing processes for optimum outcomes? Learn what different mid-sized corporations are doing to realize sturdy outcomes from the lead nurturing campaigns with this free guie.

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Email nurturing – how does it work? 

Thanks to your inbound or outbound advertising actions, you’ve efficiently generated visitors to your web site. By participating your guests with compelling content material, you’ve satisfied them to choose in to your e-newsletter.

Having a listing of people that voluntarily invited your model to their inboxes is gold already. From that time, you may design a sequence of messages that may present worth and inject upsell and cross-sell provides when it is smart. 

The email nurturing program takes time, however you may preserve your finger on the heartbeat, monitoring the outcomes, adjusting messaging and content material, and lead scoring (extra on that later). 

The end line of a lead nurturing marketing campaign is changing a result in a paying buyer. 

Lead nurturing emails examples

There are many sorts of messages you may embrace in your lead nurturing email marketing campaign. We’ve hand-picked just a few examples to offer you some inspiration. 

Welcome email 

Subscribing to your e-newsletter or leaving an email within the strategy of downloading a chunk of gated content material ought to routinely set off a welcoming message. Here’s how Tango does it: 

Lead nurturing emails: example of a welcome email.
Example of a welcome email beginning a lead nurturing cycle.

With minimalistic wording, they nail the ache level of their audience right away. After that, they spotlight how their product can remedy that problem, utilizing spectacular numbers. They additionally seize the prospect to rapidly describe learn how to obtain that, with a CTA resulting in a tutorial video. 

Pro tip: Check out extra inspiring welcome email examples


A second generally used message kind falls below an academic/thought-leadership class. Building belief is a long-run program, and crafting messages like this one from the Founder of CXL step by step builds the facility of your private model.

Educational lead nurturing email from CXL's founder Peep Laja
Educational lead nurturing email from CXL’s founder Peep Laja

While you would possibly say it’s a bit text-heavy, this class of lead nurturing emails will get away with it. 

New options 

Whether you introduce one thing new to your providing – your product’s freshly launched characteristic, a brand new kind of consultancy, or a service – it makes absolute sense to tell your subscribers about it. 

Here’s an instance from Loom:

Lead nurturing email introducing new features to Loom's users.
Lead nurturing email introducing new options to Loom’s customers

Pay consideration to the call-to-action button – whereas “Learn more” is without doubt one of the most generic CTAs on the market, it clearly reveals the aim of this email. It says, “No, no, we don’t want to sell to you right now. Just look at what we have.” 

Webinar invitation 

Another standard nurturing email kind is about inviting subscribers to a webinar or a web-based convention. It additionally comes right down to sensible data sharing and serving to folks obtain their enterprise targets. 

Here’s our personal (shameless plug) instance of a webinar invitation, notably focused at ecommerce gamers: 

Webinar invitation email keeping the subscribers engaged with expert advice and tips.
Webinar invitation email maintaining the subscribers engaged with knowledgeable recommendation and ideas

Pro tip: Want to enhance your webinar signups? Check out these webinar invitation emails and what makes them so efficient.

Special provide

Finally, you need to convert your subscribers to clients in some unspecified time in the future or upsell and cross-sell current clients. Take a have a look at the 2 examples of gross sales promo emails from Qode Interactive and Grammarly: 

An email announcing a special offer to Qode's subscribers
An email asserting a particular provide to Qode’s subscribers
An email announcing an annual deal to Grammarly's email leads.
An email asserting an annual deal to Grammarly’s email leads

Lead nurturing email finest practices 

OK, since we took a peek at how others do it, it’s time to construct your individual email lead nurturing motion plan. It’s additionally essential to undertake a mindset of being constant and devoted. An environment friendly lead nurturing program is an ongoing and long-term course of. 

Know your viewers 

This precept needs to be tattooed within the thoughts of each entrepreneur, marketer, and salesperson. Without realizing the profile of your goal buyer, you received’t have the ability to create email content material that hits the nail on the pinnacle. 

There are just a few methods to get to know your audiences’ pains, positive factors, and preferences: 

  • Running on-line surveys or interviews upfront 
  • Using a platform comparable to SparkToro or Audiense 
  • Creating easy types that your subscriber can fill in once they opt-in. If you’ve gotten just a few segments in your thoughts, ask them who they’re after which customise the upcoming sequence of emails. Feel free to be specific: “Hi, I’m pumped to see you here! Please select one of the following choices that describe you most accurately, so you will receive tailored tips and insights: 1) I’m a small-business owner, 2) I run an online store, 3) I’m a marketer in a bigger company.” 

Personalize your emails 

The very first thing that may come to thoughts is utilizing your recipients’ first names in the beginning of every email. Yes, injecting that non-public contact can positively impression your relationship with potential clients, however there’s extra to it. 

Most importantly, having the info about your subscribers’ profiles will outline what email sequence you may be sending them. For occasion, for ecommerce professionals, you’ll deal with content material relating to on-line procuring marketplaces and methods for pricing and itemizing their merchandise. 

But that’s not all. Email personalization may result from particular consumer habits – how have they interacted along with your web site and emails up to now?  

Create a welcome collection 

Once you realize the above, you may design a particular welcome collection adjusted to potential clients’ segments. The email collection construction can appear like this: 

  1. Welcome 
  2. Excited to have you ever right here 
  3. How to start out X 
  4. X confirmed methods to realize… 
  5. The anatomy of a profitable… 
  6. [Brand name] achieved [success metric] with [your service] 
  7. Webinar invitation 
  8. Don’t make my rookie mistake 

You can learn to create a welcome email collection from our webinar, the place we’ve not solely gone via the method step-by-step, but in addition supplied helpful recommendations on bettering your email communication.

Provide helpful insights 

One of the welcoming emails that obtained etched in my reminiscence: “Hot damn, I’m flattered that you invited me into your inbox.” It resonates a lot as a result of an inbox is one thing non-public that folks suppose twice earlier than sharing. 

So, in the event that they invite you to their inboxes, make sure the content material you share is price their consideration. No fluff, nothing too salesy, no generic ideas. Make certain your email content material is exclusive, powered by experience, and real-life examples and achievements. 

Test various kinds of emails 

The manner you design the structure of your lead nurturing campaigns is as much as you. Having a welcome email in your record is apparent, however we recommend you experiment with various kinds of messages for the remainder. 

The finest tip is to not get hooked up to particular varieties, and exchange them with one thing new once they underperform. Email content material may also lead to completely different engagements in every section of your viewers (when you have multiple) – a webinar invitation may very well be a winner for one cohort whereas lacking the goal for the second group of subscribers. 

Track engagement 

Speaking of efficiency, there are just a few basic metrics you need to monitor as your emails exit: 

  • Open price – to offer you a benchmark, a mean open price (OR) within the US is 23.53%, and for Europe it’s 25.18% 
  • Click-through price – in accordance with the identical Email Marketing Benchmarks report, the common click-through price (CTR) within the US is 3.86%, whereas in Europe it’s 2.56% 
  • Click to open price – the common within the US is 16,4%, and in Europe, it’s 10.16% 
  • Unsubscribe price – the US common is 0.1%, whereas the European common is on the 0.15% stage 
  • Spam price – the identical common for the US and Europe – 0.01%  
  • Bounce price – US email recipients are likely to bounce extra continuously (3.42%) than Europeans (2.46%) 

And right here’s how one can begin your journey with email analytics in GetResponse, the place it’s also possible to analyze the click on maps to know which hyperlinks triggered the best variety of clicks:

Email analytics – analyzing email campaign performance.
Part of the GetResponse Email Analytics dashboard offering an outline of the email marketing campaign’s efficiency.

Use tagging and lead scoring 

OK, so you realize your emails’ open charges, CTRs, and unsubscribe charges, and it provides you an outline of how efficient your messages are. But that’s the primary occasion of your evaluation and data-driven determination course of. 

The backside line of these campaigns is about leads and the way possible they’re to maneuver down the funnel.  

This is the place tagging and scoring come into play. Implementing these two actions will assist you to establish which leads are extra energetic and extra vulnerable to turn into clients: 

  • Scoring is about including or subtracting factors in accordance with particular actions on the subscribers’ aspect. Did they open your message? Did they click on a selected hyperlink? Did they go to your touchdown web page? Did they abandon the procuring cart? For each “yes” or “no” reply, you may rating them with factors. 
  • Tagging helps you arrange your contact database by labeling your leads in accordance with their habits. Once you realize who’s energetic, engaged, or dormant, you may determine what kind of content material to ship in every case. 

Reactivate sleepyheads 

Many of us are responsible of submitting our emails right here and there after which ignoring all of the incoming messages from these web sites. And worst of all – NOT unsubscribing.  

Dormant subscribers will be your headache as a result of the truth that they don’t open your emails will harm your deliverability. And consequently, your ICP can routinely flag your content material as irrelevant, and your upcoming messages will find yourself in a spam folder. 

There are three issues you are able to do to unravel it: 

  • Ask them to unsubscribe. Yes, which may sound counterintuitive. But think about that  sending a “should you stay or should you go” email can assist weed out contacts that may by no means convert and kind out the deliverability points. 
  • Double down on sending them extra participating content material. Try taking part in with engaging topic traces, promo codes, or case research.  
  • If your efforts convey no outcomes, manually take away them out of your record. 

Reward probably the most engaged subscribers 

Oh, probably the most energetic contacts will at all times improve your ranges of serotonin. They open most of your emails, learn them, and typically, go to your touchdown pages. 

Yet, they nonetheless hesitate earlier than the landing. You can rating and tag them as your prime precedence leads and preserve sending them what already has been encouraging them to click on. Or you may reward them for being so energetic by: 

  • Offering them a free session 
  • Sending them your paid e-newsletter free of charge 
  • Giving them entry to a beta model of your product 

Make them really feel particular, easy as that. 

 Table of contents 1. Scenario No. 1: Post-purchase lead qualification (using the scoring system) 2. Scenario No. 2: Simple upsell/cross-sell message 3. Scenario No. 3: Loyalty program 4. Scenario No. 4: Product review request 5. Downloadable templates Download PDF Four Clever Scenarios for Ecommerce Marketing Automation

Ecommerce Marketing Automation

Learn learn how to create automated situations for ecommerce! Download premade templates and get your small business rising as we speak!

Download guide

Optimize the method with the proper instruments and automation 

As an entrepreneur, you have already got tons of duties and tasks in your plate. And working constant lead nurturing email campaigns can look complicated, difficult, and time-consuming. 

The excellent news is that with an email advertising toolkit and automation, it can save you quite a lot of time and refocus on strategic points of your small business. And no – establishing automation just isn’t rocket science! 

Get began with automated email sequences 

Sending a welcome message or one other lesson out of your email course will be guide. Or it will possibly go on autopilot with GetResponse’s Autoresponders, the place you may: 

  • Create and customise the content material of your emails 
  • Choose the time in your email to be despatched out 
GetResponse email autoresponder – calendar view.
Calendar view of the GetResponse Autoresponder characteristic

It’s a terrific choice to automate that first message your contacts will obtain after hitting the “subscribe” button in your web site (or elsewhere). You can determine how quickly they’ll obtain your welcoming email after becoming a member of your email record. 

After setting it up, you may add extra autoresponders to your calendar when you, for example, need to ship consecutive classes out of your on-line course routinely.

To learn to arrange autoresponders inside GetResponse, take a look at this video:

Related: Guide to email drip campaigns

Amplify your conversions with advertising automation 

However, if you wish to turn into superior in email lead nurturing, your supreme choice could be GetResponse’s Marketing Automation.  

With this set of instruments, it is possible for you to to: 

  • Run email campaigns primarily based in your contacts’ habits 
  • Better perceive your future clients by assigning them tags and scoring 
  • Send related messages tailor-made for particular segments of customers 

But probably the most thrilling half is about constructing workflows! You can both construct one from scratch, or use a prebuilt template for any of the under classes: 

  • Welcome 
  • Lead qualifying 
  • Engagement and retention 
  • Post-purchase 
  • Abandoned cart 
  • Online programs 
  • Webinars and occasions 
  • Sales promotions 
  • Affiliate advertising 

To study extra about constructing advertising automation workflows, watch the next video tutorial or learn our getting began with advertising automation guide.

Here are some examples of prebuilt workflows you’ll discover within the platform: 

1. Basic scoring plan

Marketing automation workflow template that adds scoring points every time a recipient opens an email
Marketing automation workflow template that provides scoring factors each time a recipient opens an email

2. Win again workflow 

Win back marketing automation workflow that reactivates recipients who reached a particular score or were assigned a tag
Win again advertising automation workflow that reactivates recipients who reached a selected rating or have been assigned a tag

3. Abandoned cart

Marketing automation workflow that's triggered when a user adds a product to a cart and abandons it within a specific time frame, and then sends them an abandoned cart email
Marketing automation workflow that’s triggered when a consumer provides a product to a cart and abandons it inside a particular timeframe, after which sends them an deserted cart email

How to write down a lead nurturing email 

As you observed, one essential component seems in each advertising automation workflow – “select a message to send.” 

So, how do you create a message that may ship outcomes? 

Here’s our 9-step course of you should utilize immediately: 

1. Choose your section 

The content material, the angle, and the messaging could be completely different for CTOs, monetary administrators, HR managers, heads of selling, and many others. Select your section and undergo this viewers’s targets and ache factors. Only have one section? Still, keep in mind who you’re speaking to. 

2. Select your message kind 

For each kind of lead nurturing email, there shall be a distinct development of the message. A welcome email wouldn’t be like a webinar invitation or a post-download follow-up. Selecting a selected kind will have an effect on the way you construct your message. 

3. Write a topic line and preheader 

Those two components will play a decisive position in your open charges. Some entrepreneurs declare {that a} topic line doesn’t need to be refined. On the opposite, they reward “boring” topic traces as the simplest ones – comparable to “Affiliate Marketing” vs. “11 Proven Strategies for Affiliate Marketing”. 

Choose the strategy you need to take, or higher but, discover the most effective strategy by working an A/B check. 

4. Focus on the ache level 

Managed to get your contacts to open your message? Great! Now you’ve gotten seconds to attach them to their screens. Don’t begin with something basic. Try the Problem-Agitate-Solve (PAS) formulation. Nail it by calling out the problem. Then, enlarge its penalties. And final – introduce the answer. 

Email copy using the PAS copywriting formula and highlighting user pain points
Email copy utilizing the PAS copywriting formulation and highlighting consumer ache factors

5. Tell a narrative 

It can apply to each email kind. Adding a real-life instance, story, or anecdote will enlarge your message. Reading theories is boring. Diving into juicy tales – that is what people fall into. 

Email telling a story about a young entrepreneur who succeeded on social media to get recipients hooked
Email telling a narrative a few younger entrepreneur who succeeded on social media to get recipients hooked

6. Write such as you speak 

Well, nearly – you may skip the “uuhhmm” 😉. But make it conversational, with a pure move. A lead nurturing email just isn’t a college lecture, nor a technical instruction full of passive voice and jargon. 

Informal email copy example
Informal email copy instance

7. Inject case research and testimonials 

Whenever you’ve gotten an opportunity (and a few strong quotes up your sleeve), drop a testimonial that may assist you to to promote or upsell your contacts. Here’s an instance from the Exploding Topics e-newsletter, the place under the information about quickly trending subjects, there’s a highly effective social proof part: 

Sharing a customer testimonial to strengthen the email's message.
Sharing a buyer testimonial to strengthen the email’s message

8. End with a CTA 

A transparent call-to-action needs to be the underside line of each lead nurturing email. Depending on the message kind, a CTA button might ship your contacts to your weblog article, a touchdown web page with a particular provide, or a webinar registration web page. Avoid generic CTAs, comparable to “Learn more,” and experiment with wording. 

Email ending with a clear and prominent CTA button leading to the offer
Email ending with a transparent and distinguished CTA button resulting in the provide

9. Give them an opportunity to unsubscribe 

Including an unsubscribe button just isn’t elective. Seeing folks opting out of your email record just isn’t probably the most thrilling a part of email advertising, however it has a vibrant aspect too. Think of it this fashion – in the event that they determine to desert you, they’re extremely unlikely to turn into your clients. 

And when you don’t need them to go away simply but, contemplate providing them an opt-down choice or freezing their subscription for a while. 

Start your email lead nurturing marketing campaign 

Alright! You’re all set to start out or reshape your email lead nurturing marketing campaign! Remember that it’s a course of the place there’s at all times room for testing and implementing modifications to drive extra substantial outcomes. And if you wish to attempt constructing your first advertising automation workflow, you are able to do it with GetResponse very quickly.

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