Lead nurturing emails - Definition, benefits, tips & templates

It’s no secret that email is one of the most powerful marketing tools at your disposal. But what many marketers don’t realize is that lead nurturing emails can be an extremely effective way to boost sales and conversions.

In this article, we’ll discuss the benefits of lead nurturing emails, give you some tips on how to create effective ones, and provide some effective templates for successfully executing lead nurturing campaign. So, keep on reading!

What is a lead nurturing email?

A lead nurturing email is a type of email that is sent to a leader who has shown an interest in your product or service, but who has not yet made a purchase.

The purpose of these emails is to build a relationship with the lead and keep them engaged with your brand until they are ready to buy. Lead nurturing emails can be sent as part of an email marketing campaign or as part of a lead nurturing process.

Below is an example of a lead nurturing onboarding email by Salesmate that provides helpful resources to its audience and provides value once they sign up.

Such informational emails can help you nurture your leads by providing additional value and intriguing them. Now, let’s take a look at the main benefits of sending emails to nurture your leads.

What are the benefits of lead nurturing emails? 

Lead nurturing emails are a great way to stay in touch with your prospects and keep them engaged with your brand. They can also be used to build relationships, nurture leads, and close sales.  

Here are some of the benefits of lead nurturing emails: 

1. They help you stay top of mind – With lead nurturing emails, you can stay in touch with your prospects and keep your brand at the top of their mind. This is especially important if you’re selling high-value products or services that require a longer sales cycle. 
2. You can build lasting relationships – Lead nurturing emails give you an opportunity to build relationships with your prospects. By providing valuable information and staying in touch, you can develop a relationship of trust that can lead to more sales.
3. It’s a cost-effective approach – Email is one of the most cost-effective marketing tools available. With lead nurturing emails, you can reach a large number of people without breaking the bank. Want to know how much email marketing costs? Check out our comprehensive article on email marketing cost.
4. It increases response time – Lead nurturing emails can lead to shorter sales cycles because when you send a relevant and targeted email, it increases the response time. 
5. It helps you nurture leads – By definition, lead nurturing emails are designed to nurture leads and help them move further down the funnel. You can send personalized emails based on the stage they’re at and guide them through the sales funnel. 
6. It can help improve conversion rate – When done well, lead nurturing emails can lead to sales. By providing valuable information and staying in touch, you can build trust and relationships that can lead to conversions. 

Tips and best practices for sending lead nurturing emails 

Now that you know the benefits of lead nurturing emails, let’s take a look at some tips and best practices for creating and sending them. 

1. Segment your email list

One of the most important things you can do when sending lead nurturing emails is to segment your email list. This means dividing your list into smaller groups based on factors like lead source, lead type, or buyer persona.

By segmenting your list, you can create different lead nurturing emails for each demographic. This, in turn, will lead to higher open and click-through rates. 
A survey by SuperOffice revealed that a segmented email campaign received 94% open rate and a CTR or 38% compared to a 42% open rate and 4.5% CTR of a non-segmented email campaign.

2. Personalize your emails

Another important tip for lead nurturing emails is to personalize them as much as possible. This means adding the lead’s name, company, and other relevant information to the email. You should also focus on creating content that is relevant to the lead’s interests and needs. 

By personalizing your email marketing campaigns, you can show your leads that you’re paying attention to them and that you’re interested in developing a relationship. This will lead to higher open and click-through rates.

3. Track your email metrics

When sending lead nurturing emails, it’s important to track your email metrics. This includes things like open rate, click-through rate, unsubscribe rate, and conversion rate. 

By tracking your email KPIs, you can see what’s working and what’s not. This information can then be used to improve your lead nurturing email strategy. 

4. Add relevant CTAs to your emails

When sending lead nurturing emails, be sure to include relevant calls-to-action (CTAs). A CTA is a call-to-action that prompts the lead to take a specific action, such as downloading a white paper or scheduling a demo.

A single Call to Action in an email can increase clicks by 371% and 1617%! 

By including CTAs in your lead nurturing emails, you can move leads further down the funnel and closer to a sale.

5. Use lead nurturing email templates 

To save time, you can use lead nurturing email templates. These are pre-written emails that you can customize for your own use. There are many lead nurturing email templates available online.

By using lead nurturing email templates, you can create high-quality lead nurturing emails quickly and easily. This will allow you to focus on other aspects of your business. 

To help you create and send effective lead nurturing emails, we’ve provided various lead nurturing email templates in this article, so keep on reading! 

6. Test your emails

Before sending lead nurturing emails to your entire list, be sure to test them first. This means sending the email to a small group of people and monitoring the results. 

By testing your lead nurturing emails, you can identify any problems before they occur. This will help you avoid any embarrassing mistakes and ensure that your lead nurturing email campaign is a success.

7. Automate your lead nurturing emails

One of the best ways to ensure that lead nurturing emails are sent on time is to automate them. This means setting up a lead nurturing email campaign and then using marketing automation to send the emails automatically.

By automating your lead nurturing emails, you can save time and energy. This will allow you to focus on other aspects of your business and successfully create lead nurturing email sequence.

8 Lead nurturing email examples that you can try out

Lead nurturing email campaigns can be very effective, but only if they’re drafted well. Here are some lead nurturing email templates that you can use to engage with your leads. Below are different lead nurturing examples that you can use the templates for.

1. Welcome email

As we know, first impressions can make or break your rapport. So, it’s essential to send an email that will create an impact in the mind of your prospect. Lead nurturing starts with the initial contact, so the first email needs to be concise, engaging, and relevant. 

Here is an example of the perfect lead nurturing welcome email –  

Subject line: Welcome to Gezinex!
Hello [First Name],

Thank you for signing up for Gezinex. We're excited to have you on board. 

Here are a few things you can do to get started: 

- Read our welcome guide 

- Explore our website

- Take a tour of the platform

If you have any questions, please don't hesitate to reach out. We're here to help. 

Thank you,

[Your name]

2. Engagement email 

Once you’ve sent your welcome email, it’s time to start nurturing your lead with engaging content. This can be in the form of blog posts, ebooks, infographics, or even just helpful tips and advice.

The key is to send content that is relevant to your lead’s interests and needs. This will show them that you’re paying attention to them and that you’re interested in developing a relationship. 

Here’s an example of a lead nurturing engagement email –  

Subject line: Tips for scaling in SaaS industry
Hello [First Name],

I hope you're doing well. I wanted to share a few tips that I've found helpful in SaaS. 

- Tip 1 

- Tip 2 

- Tip 3 

I hope you find these tips helpful. If you have any questions, please don't hesitate to reach out. 

Thank you,

[Your name]

3. Announcement email

Announcement emails are a great way to keep your lead up-to-date on what’s going on with your company. This can be things like new product launches, company updates, or even just helpful industry news. 

By sending announcement emails, you can show your lead that you’re an authority in your industry. This will build trust and keep them coming back for more. 

Here’s an example of a lead nurturing announcement email –  

Subject line: Salesmate is launching Email Builder!
 Hello [First Name],

I'm excited to announce that Salesmate is launching Email Builder. This new product is going to revolutionize the way that people execute email marketing.

I believe that this new feature will empower marketing teams to connect better with the audience by drafting engaging emails.

If you're interested in learning more, we'll be holding a webinar on {date}. I hope you can join us.

Thank you, 

[Your name]

4. Re-engagement email

If you haven’t heard from your lead in a while, it’s time to re-engage them. This can be done with a simple email asking how they’re doing or even just sending them some helpful content. 

The key is to make sure that you don’t come across as pushy or sales-y. You want to keep your lead interested, not turn them off. 

Here’s an example of a lead nurturing re-engagement email –  

Subject line: Just checking in
Hello [First Name], 

I hope you're doing well. I haven't heard from you in a while, so I just wanted to check-in. 

I wanted to share a few articles that I think you'll find helpful and solve your current pain points regarding generating more leads.

- Article 1 

- Article 2 

- Article 3

I hope you find these articles helpful. If you have any questions, please don't hesitate to reach out.

Thank you,

[Your name] 

5. Win-back email

If your lead has unsubscribed from your emails, it’s time to send them a win-back email. This is your last chance to try and re-engage them, so make it count. 

The key to a win-back email is to be short, sweet, and to the point. You want to make sure that you’re not coming across as pushy or sales-y.

Here’s an example of a lead nurturing win back email – 

Subject line: We miss you
Hello [First Name],

We noticed that you unsubscribed from our emails. We're sorry to see you go and we want to try and win you back.

Here are a few reasons why you should stay subscribed - 

- Reason 1 

- Reason 2 

- Reason 3 

If you're still not convinced, we're offering a special discount for those who subscribe again. Just use the code [XVNW] at checkout.

Thank you, 

{Your name}

7. Customer success story email

If you have a customer who’s having success with your product, it’s time to share their story. This is a great way to show your lead that your product works and that other people are using it successfully.

When sending a customer success story email, make sure to include a testimonial or case study. This will help your lead see that your product is working for other people and that they’re not the only ones using it.

Subject line: [Customer name] is having success with our product
Hello [First Name],

I wanted to share a customer success story with you. [Customer name] is a [customer's title] at [customer's company] and they're having great success with our product. 

Here's what they had to say - 

"{Customer testimonial}" 

If you're interested in learning more about how our product can help you, I encourage you to {schedule a demo, etc.}.

Thank you, 

{Your name} 

8. Recommendation email

If you have a lead who’s interested in a particular product or service, it’s time to send them a recommendation email. This is a great way to show your lead that you’re thinking about them and their needs.

When sending a recommendation email, make sure to include a link to the product or service that you’re recommending. This will help your lead see that you’re thinking about them and their needs. 

Subject line: I have a recommendation for you
Hello [First Name],

I was thinking about you and your needs and I wanted to recommend a product or service that I think will be perfect for you. 

Here's what I recommend -  

[Product or service name]

I think this product or service will be perfect for you because [reason]. 

If you're interested in learning more, I encourage you to get in touch with our team so we can schedule the demo. 

Thank you,

{Your name}

Lead nurturing emails are a great way to build relationships with your leads. By sending helpful and relevant content, you can show your lead that you’re interested in their success. By following these tips, you can create lead nurturing emails that will help you close more deals and turn more leads into customers. 

Final thoughts

So there you have it – a comprehensive guide to lead nurturing emails. We hope this article has given you a better understanding of what they are, the benefits they offer, and some tips for sending lead nurturing emails that make an impact.

If you’re ready to start sending out these valuable communications to your leads, you can use the lead nurturing email templates provided in this article.