Set up a lead nurturing email sequence

Business Benefits

Inform users and drive conversions through engagement.


Decide what action a user must perform to trigger the flow and refer to your email platform’s guidelines on how to set up specific user action-based triggers.

The trigger can be set to when someone subscribes to a marketing list on-site, when a user downloads a free piece of content (Lead magnet) or if a user has shown interest in your service or product (signup onsite). Often nurture flows are triggered using a lead magnet like free content.

Most platforms offer pre-built nurture flows, where all you need to do is specify what action a user must take to enter the flow. For example, subscribes to a marketing list.

Create a welcome email and give it a compelling subject line to encourage users to click on it.

Include some personalization in the subject line like first name or company name. For example:

  • [firstname], you’ve made a great choice signing-up. Here’s why…
  • Let’s get to know each other, [Firstname]…
  • Thanks for downloading [content name]
  • Here’s what you need to know, [Firstname]
  • Find out how we are going to solve [problem your service or product solves]!

Write the content for the email, starting with a compelling header thanking the user for signing up.

Include:

  • A thank you message: You’ve made a great choice choosing to hear from us.
  • What they can expect from you: We will be sending you tips tricks and discounts.
  • A link to your bestselling product(s) or services.
  • How to get in touch with you: customer service information, link to your FAQ’s.

Insert a time delay of 2 days and create a second email with a compelling subject line that focuses on checking up on the user.

Ask them specific questions or follow up on previous contact. For example:

  • [Firstname] - Did you enjoy [content or lead magnet name]?
  • Now we’ve been introduced, let’s get to the important stuff
  • [Firstname], did you find this useful?
  • More good stuff inside…

Give the second email a followup-focused headline and write an email body that includes extra information, another freebie, or complementary content that builds on what you’ve already sent.

Examples of followup content:

  • Just checking: did you enjoy [lead magnet]? You might find this interesting…
  • Remind them of a special offer.
  • Highlight any current offers or promotions they might not be aware of.
  • Give them access to a download or content that ties in with what you have already sent.

Insert a time delay of 2 days and create a third email focusing on social proofs and testimonials.

Give it a subject line that entices the reader to open, like Find out just how good [product or service ] is.

Write the body of this email to highlight past customer success stories or testimonials. Link to your review page if needed, but ideally include direct quotes from past customers instead and link to case studies or past client results. For example, Click here to find out how we saved ABC Company 30% on their supply costs.

Add a clear call to action at the end of the email. For example:

  • Click here to see all past customer reviews.
  • Don’t take our word on how awesome we are, see past customer’s results.
  • See just how good we are - see our past project results.
  • Find out why customers love [product or service name].

Insert a time delay of 2 days and create your fourth email in the series, focused on sweetening the deal with a limited discount, special offer, or extra features.

Include:

  • Details of the offer in the headline: Buy now and save 20% until Monday.
  • A reminder of all the great benefits of your product or service.
  • A link to reviews or testimonials.
  • A strong and compelling final call to action, like Save 20% and solve your accounting headaches or Subscribe now and get all the benefits of the gold package for half price.
  • Product images or links to a demo.

Insert a 2 day time delay after this email

Insert a time delay of 2 days and add a last chance email, giving it a compelling subject line that demonstrates scarcity or time pressure.

For example:

  • Last chance to get 20% off…
  • You’re about to miss out on [offer]
  • Can you really afford to miss out on free shipping?
  • Final reminder! Your voucher expires at midnight
  • Make your competitors jealous with 20% off our services until midnight

Write the email body, starting with a compelling headline that lets a user know their offer is about to end and reiterates what the offer is.

Include:

  • A reminder of the offer.
  • When the offer expires.
  • The USP of your product and why it’s better than your competitors’.
  • All the wonderful benefits of your offering.
  • A final call to action that reinforces the time or scarcity pressure, like Buy now and save 40% until midnight or Your welcome offer expires today… use it now!
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