Lead nurturing email campaigns: Your complete guide

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

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

That’s why entrepreneurs got here up with the idea referred to as lead nurturing, the place as a substitute of going for the massive “yes” instantly, you’re taking time to ascertain a relationship first and solely current your provide when the prospect is most certainly to transform. 

If you’re interested by beginning your personal lead nurturing campaigns, then you definately’re in the correct place. In this guide, I’ll give attention to one particular sort of lead nurturing, one which includes emails.  

Keep studying to be taught: 

What is a lead nurturing email?

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

Why are lead nurturing emails essential for your enterprise?

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

Recently, I got here throughout an search engine optimisation knowledgeable who was quoted in an article. His opinion was on level, so I appeared up his LinkedIn account (with legions of followers) and his web site, the place the whole lot was spotless. But was I able to buy his (fairly costly) on-line course or subscribe to his paid e-newsletter throughout 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 hold receiving emails from him. Some are academic, 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 may really feel hooked from the beginning, but it surely’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 consumers. As lengthy as you keep on their radar and hold participating them with useful content material, you’ll improve their probabilities of clicking the “buy now” button. 

Here are different the reason why lead nurturing emails are necessary for your enterprise: 

  • They provide help to keep high 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 provide help to hold your model on the high of your prospects’ thoughts, in order that they’ll know whom to succeed in out for extra data, after they’re able to do enterprise. 
  • They provide help to run your campaigns extra effectively – by automating components of your lead nurturing course of, you’ll be able to allocate a number of the saved time to higher serve prospects who’re prepared to purchase now. 
  • They may help you shorten the gross sales cycle – a lead nurturing marketing campaign may help velocity up the shopping for resolution amongst your prospects, since it may ship related data in response to your audiences’ actions. 
  • They can improve your conversion charges – an email lead nurturing marketing campaign may help you construct belief and educate your viewers, in order that they’ll make higher selections. 

Did you already know? 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% general) say that their technique is well-designed and measurable. 

Case examine: 

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

The cause 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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Email nurturing – how does it work? 

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

Having an inventory of people that voluntarily invited your model to their inboxes is gold already. From that time, you’ll be able to design a sequence of messages that may present worth and inject upsell and cross-sell provides when it is sensible. 

The email nurturing program takes time, however you’ll be able to hold your finger on the heart beat, 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’ll be able to embody in your lead nurturing email marketing campaign. We’ve hand-picked a couple of examples to present 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 robotically 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 immediately. After that, they spotlight how their product can remedy that problem, utilizing spectacular numbers. They additionally seize the prospect to rapidly describe find out 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 underneath an academic/thought-leadership class. Building belief is a long-run program, and crafting messages like this one from the Founder of CXL progressively builds the ability of your private model.

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

While you may 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 function, 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 among 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 information sharing and serving to individuals obtain their enterprise targets. 

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

Webinar invitation email keeping the subscribers engaged with expert advice and tips.Webinar invitation email retaining the subscribers engaged with knowledgeable recommendation and suggestions

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 sooner or later or upsell and cross-sell current clients. Take a take 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 subscribersAn email saying a particular provide to Qode’s subscribers
An email announcing an annual deal to Grammarly's email leads.An email saying 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 personal 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 figuring out the profile of your goal buyer, you received’t be capable to create email content material that hits the nail on the top. 

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

  • Running on-line surveys or interviews upfront 
  • Using a platform equivalent to SparkToro or Audiense 
  • Creating easy kinds that your subscriber can fill in after they opt-in. If you’ve gotten a couple of 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 firstly of every email. Yes, injecting that private contact can positively affect 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 give attention to content material concerning on-line purchasing marketplaces and methods for pricing and itemizing their merchandise. 

But that’s not all. Email personalization may result from particular person conduct – how have they interacted together with your web site and emails to date?  

Create a welcome collection 

Once you already know the above, you’ll be able to design a selected welcome collection adjusted to potential clients’ segments. The email collection construction can seem like this: 

  • Welcome 
  • Excited to have you ever right here 
  • How to start out X 
  • X confirmed methods to attain… 
  • The anatomy of a profitable… 
  • [Brand name] achieved [success metric] with [your service] 
  • Webinar invitation 
  • Don’t make my rookie mistake 
  • You can discover ways to create a welcome email collection from our webinar, the place we’ve not solely gone by the method step-by-step, but additionally supplied worthwhile recommendations on enhancing your email communication.

    Provide worthwhile insights 

    One of the welcoming emails that acquired 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 individuals assume 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 suggestions. Make positive your email content material is exclusive, powered by experience, and real-life examples and achievements. 

    Test several types of emails 

    The method you design the structure of your lead nurturing campaigns is as much as you. Having a welcome email in your listing is apparent, however we propose you experiment with several types of messages for the remainder. 

    The finest tip is to not get connected to particular varieties, and exchange them with one thing new after they underperform. Email content material can even end in completely different engagements in every phase of your viewers (you probably have a couple of) – a webinar invitation might be a winner for one cohort whereas lacking the goal for the second group of subscribers. 

    Track engagement 

    Speaking of efficiency, there are a couple of basic metrics it is best to monitor as your emails exit: 

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

    And right here’s how one can begin your journey with email analytics in GetResponse, the place you may also analyze the clicking maps to know which hyperlinks triggered the very 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 already know 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 resolution 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 provide help to determine which leads are extra lively and extra liable to change into clients: 

    • Scoring is about including or subtracting factors in response to 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 purchasing cart? For each “yes” or “no” reply, you’ll be able to rating them with factors. 
    • Tagging helps you manage your contact database by labeling your leads in response to their conduct. Once you already know who’s lively, engaged, or dormant, you’ll be able to resolve 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 might be your headache as a result of the truth that they don’t open your emails will harm your deliverability. And because of this, your ICP can robotically 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 resolve it: 

    • Ask them to unsubscribe. Yes, which may sound counterintuitive. But think about that  sending a “should you stay or should you go” email may help 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 strains, promo codes, or case research.  
    • If your efforts carry no outcomes, manually take away them out of your listing. 

    Reward essentially the most engaged subscribers 

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

    Yet, they nonetheless hesitate earlier than the landing. You can rating and tag them as your high precedence leads and hold sending them what already has been encouraging them to click on. Or you’ll be able to reward them for being so lively 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 find out how to create automated eventualities for ecommerce! Download premade templates and get your enterprise rising right now!

    Download guide

    Optimize the method with the correct 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 and marketing toolkit and automation, it can save you lots of time and refocus on strategic features of your enterprise. And no – organising automation shouldn’t be rocket science! 

    Get began with automated email sequences 

    Sending a welcome message or one other lesson out of your email course might be handbook. Or it may go on autopilot with GetResponse’s Autoresponders, the place you’ll be able to: 

    • 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 function

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

    After setting it up, you’ll be able to add extra autoresponders to your calendar when you, as an illustration, need to ship consecutive classes out of your on-line course robotically.

    To discover ways to arrange autoresponders inside GetResponse, try this video:

    Related: Guide to email drip campaigns

    Amplify your conversions with advertising and marketing automation 

    However, if you wish to change into superior in email lead nurturing, your splendid 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’ conduct 
    • Better perceive your future clients by assigning them tags and scoring 
    • Send related messages tailor-made for particular segments of customers 

    But essentially 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 and marketing 

    To be taught extra about constructing advertising and marketing automation workflows, watch the next video tutorial or learn our getting began with advertising and marketing 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 emailMarketing 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 tagWin again advertising and marketing 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 emailMarketing automation workflow that’s triggered when a person provides a product to a cart and abandons it inside a selected time-frame, after which sends them an deserted cart email

    How to jot down a lead nurturing email 

    As you seen, one essential factor seems in each advertising and marketing 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 instantly: 

    1. Choose your phase 

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

    2. Select your message kind 

    For each kind of lead nurturing email, there can be a distinct building 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 function in your open charges. Some entrepreneurs declare {that a} topic line doesn’t must be refined. On the opposite, they reward “boring” topic strains as the simplest ones – equivalent to “Affiliate Marketing” vs. “11 Proven Strategies for Affiliate Marketing”. 

    Choose the method you need to take, or higher but, discover the perfect method 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 connect them to their screens. Don’t begin with something normal. Try the Problem-Agitate-Solve (PAS) components. 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 components and highlighting person 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 hookedEmail telling a narrative a few younger entrepreneur who succeeded on social media to get recipients hooked

    6. Write such as you discuss 

    Well, virtually – you’ll be able to skip the “uuhhmm” 😉. But make it conversational, with a pure stream. A lead nurturing email shouldn’t be a college lecture, nor a technical instruction filled with passive voice and jargon. 

    Informal email copy exampleInformal 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 provide help 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 may ship your contacts to your weblog article, a touchdown web page with a particular provide, or a webinar registration web page. Avoid generic CTAs, equivalent to “Learn more,” and experiment with wording. 

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

    9. Give them an opportunity to unsubscribe 

    Including an unsubscribe button shouldn’t be optionally available. Seeing individuals opting out of your email listing shouldn’t be essentially the most thrilling a part of email advertising and marketing, but it surely has a brilliant aspect too. Think of it this manner – in the event that they resolve to desert you, they’re extremely unlikely to change into your clients. 

    And when you don’t need them to go away simply but, think about 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 adjustments to drive extra substantial outcomes. And if you wish to strive constructing your first advertising and marketing automation workflow, you are able to do it with GetResponse very quickly.