How To Write Email Nurture Sequences To Convert Leads Into Customers

Created On:
June 19, 2022
Updated On:
February 27, 2024
Nurture Email Sequence

Are you a salesperson looking for an effective strategy to turn your website visitors into loyal, paying customers?

In today's competitive online landscape, nurturing leads is crucial to driving sales and building lasting relationships.

That's where nurture email sequences come in.

By implementing a well-crafted and personalized series of automated emails, you can engage your prospects, build trust, and guide them through the buying process.

In this comprehensive guide, we will explore the power of nurture sequences and provide you with practical tips and examples to help you succeed in converting your website visitors into delighted customers. So, let's dive in and unlock the secrets of creating a high-converting nurture email sequence that will propel your sales to new heights!

What is a Nurture Email Sequence?

A nurture sequence is a series of sales emails sent to potential customers who have visited your website but haven't yet purchased anything. The goal of a nurture sequence is to encourage the visitors to return to our site and make a purchase. 

To create an effective nurture campaign, we'll need to develop a plan that enables buyers to take the next step and make purchases.

Why is a Nurture Sequence Important For sales?

A well-thought-out nurture sequence will help prospects trust and believe the brand. It is highly recommended to contact the leads by providing them with valuable information throughout each step which helps create a long-term relationship instead of one-time deals or appointments.

According to statistics lead nurturing increases the sales opportunities 20%. And it is highly recommended for sales because it helps build trust and lay the foundation for the seller and buyer relationship. The more time we invest for our prospective customers, the higher chance they will be interested in what's being offered. Thank the readers for taking up their valuable attention span by making them feel valued.

How to Create a Nurture Sequence?

With our email nurture sequence, we must educate our prospects about product or brand awareness. It will help us build a lasting relationship with our leads and influence them to become our regular customers. To increase our sales funnel, we have to create a personalized nurture message to engage the visitors and first-time buyers to stay connected with our brand.

Email Nurture Sequence Best Practices

Here are some email nurture sequence best practices you can follow when creating a nurture email sequence:

Compelling Subject Line

The most important part about writing an effective subject line is that it should be compelling or intriguing in a way that attracts readers. It needs to stand out from other promotional emails in the recipient's inbox and make prospects discover what's inside.

Creating customer-centric subject lines makes them realize the efforts we have put in, and it will emotionally hook them to read the message. Also, it improves the relationship between both the sender and recipient.

Customer Centric subject lines with SmartWriter

Ask Relatable Questions

Questions are always engaging and create curiosity among recipients. They also help us understand why someone has signed up for our list and what they want from us. It helps us understand the customers' pain points and allows us to serve them better.

Include Statistics, Social Proof, and Competitor graphs

It makes sense to include statistics, social proof, and competitor graphs in every message. It allows us to share insights and data about our business and products. We can use this data to demonstrate how we're different from others.

Use Personalized Images

Images are powerful tools used to convey emotions and feelings. They help us connect with people on a deeper level. So, if you want to improve your conversion rate, try using images in your message copies.

Personalize Content

We all know that personalization is king. Personalized messages are much more likely to get opened than generic ones. But writing for a large email list of a target audience is time-consuming, so to avoid getting stuck, automate the process with the help of an AI email writer tool. 

It helps us create a personalized email body in a few seconds with a button click. Also, If we have an automated system to send follow-ups after the initial message, then we don't need to spend hours crafting these message copies manually. 

Add Insight Into What We Offer

It is important to let them know how beneficial the deal is. And we should state what we offer our leads to take action. No one wants to make a deal or purchase without any advantage or benefits. So to create a lead magnet, address the promised offer we could give.

Call to Action

The call-to-action (CTA) is one of the most important parts of our message. It helps readers decide what to do next and helps them find value in an offer or take advantage of something else happening on their screen while reading through a message.

The tips will help you create a perfect nurture sequence along the way. Now, share how many messages we can sequence in a nurture campaign.

Lead Nurture Email Example

A good email nurturing sequence includes an introduction or welcome, a call to action, and a follow-up. The first step in our nurture campaign is to open with something that'll get readers' attention, like "New Offer!" or maybe some exciting news about what's coming next from us. 

It will help build momentum and ensure everyone knows how important it is for them, so stay tuned. Then there must always be one specific thing motivating each person who reads our messages. Lastly, there are reminders of past promotions, so they don't forget why receiving information feels valuable. 

There are a few types of email sequences in marketing, for example, welcome series, confirm sequence, onboarding email sequence, re-target sequence, event-based sequence, follow-up sequence, invite-based sequence, and far more. We have to create a different email subject every time, considering the type of message we want to send. Check out the sample nurture sequence.

Nurture sample for onboarding sequence

Onboarding Nurture Email Sample

Lead Nurturing Email Sequence Templates to Turn Leads Into Customers

The nurture email template to build a relationship with our prospects and get them excited about what's coming next in the email series. It starts by reminding them that they missed an important event, offer, or deadline, which is surely not their fault.

These are the lead nurturing email templates that helped us in expanding our base. We have to make sure that our copy has a three-step plan, which are

  • Thank you note 
  • Provide Offers/Update/info 
  • Bonus or Valuable content at the end

Check out the industry-tested lead nurturing emails examples template to improve campaign conversion rates.

Template 1: Event-based Nurture Sequence

Hey First Name,

Email marketing is a great tool for [Matter]

But, how can you take it to the next level?

Want to scale up your campaign performance and get 10x the results?

In our next webinar, we share [Motto]

Topics to be covered: 

[List topics]

Here are the Event details:



Registration URL: 

We'd love to hear from our customers - feel free to drop us a line with any questions or feedback!



Template 2: After Trial Sample to Email Subscriber

Hi First Name,

It seems like you just signed up yesterday and aren't able to launch any campaigns. 

Did I miss something?



Template 3: Deal Deadline-Based Lead Nurturing Email Example

Hey First Name,

You have 7 days left of your [Matter].

So, I wanted to reach out to help you choose the best.

I have an exclusive offer for you to get even more out of [Brand Name].

[List Offer details]

And more.

Check out the best deals!


Best regards,


Common Mistakes to Avoid in Email Nurturing

#Overloading with Information: Sending lengthy emails with too much information can overwhelm the reader. Keep your emails concise and focused on one main point or call to action.

#Lack of Personalization: Generic emails that don't address the recipient by name or tailor content to their interests are less likely to engage.

#Ignoring Segmentation: Not segmenting your email list based on factors like demographics, past interactions, or purchase history can lead to irrelevant content being sent to recipients. Segment your list to deliver more targeted and valuable messages.

#Failing to Test and Optimize: Neglecting to A/B test different elements of your emails, such as subject lines, send times, or content formats, can result in missed opportunities for improvement. Continuously test and optimize your email campaigns to maximize their effectiveness.

#Neglecting Mobile Optimization: With a significant portion of email opens occurring on mobile devices, it's crucial to ensure that your emails are optimized for mobile viewing.

#Ignoring Analytics and Feedback: Not analyzing email performance metrics or gathering feedback from recipients can prevent you from understanding what's working and what's not. Pay attention to analytics data and gather feedback to iterate on your email nurturing strategy and improve results over time.

How to Increase Nurture Email Campaign Performance with Automation?

The key to success for our email marketing campaign is ensuring that it's always on-brand and engaging. The best way we can do this is by automation. For example, creating cold email content to set sequences for large email lists is tedious if done manually. But the cold email marketing tool automates all the process like creating great subject lines, first lines, email openers, closing sentences, sales pitches, collecting email address for the base, and email sequencing in a few seconds.

Nurture email sequence with SmartLead

With the tool, the bulk emailing to the leads, nurturing campaign creation, and setting sequencing are made super easy and help us get more conversions.

Wrapping up

Email nurture sequences are important for sales because they provide a way to move leads through the buying process. Using an nurture email sequence template, we can create a campaign that turns our website visitors into paying clients. And with automation, we can increase the performance of your email nurturing campaign significantly. Have you tried using an email nurture sequence to improve your product sales? If not, now is the time to start!

Smartlead, get your email delivered and bring sales 

Make me an outreach pro

Ensure your emails always reach your lead's inbox by using unlimited sender accounts leveraging AI personalization, and implementing email warm-ups.This way, you can concentrate on sealing the deal without worrying about email delivery issues.

Here's how to do it

1Sign-up for

2Upload your lead list.

3Start sending emails

P.s. You can also use our pre-built templates available in the app.


How many emails can be set in a nurture sequence?

A study states we can have up to 200 emails per sequence, but it is best practice not to exceed this number. If our lead list grows too big, we can break up large sequences into smaller parts so that they don't get all loaded onto one page.

How many emails should should you send in a nurture sequence?

Ideally, you should send one email/day for 3-5 days to a new customer. So, a nurture sequence should have at least 5 emails.

How long should a nurture email sequence last?

There's no specific number for the length of a nurture email sequence. In fact, this is often referred to as a long-term email campaign, meaning at least 5 sequences in the campaign.

How do you personalize a nurture email sequence for different audiences?

To personalize a nurture email sequence for different audiences, segment your email list based on factors like demographics and past interactions. Customize content, use dynamic elements, and trigger emails based on specific actions to tailor messages to each segment's preferences and needs.

How do you measure the ROI of a nurture email sequence?

To measure the ROI of a nurture email sequence, track metrics like open rate, click-through rate, conversion rate, and revenue generated. Calculate the overall ROI by comparing the revenue from email campaigns against the associated costs. Additionally, monitor subscriber growth to gauge the effectiveness of your nurture efforts in attracting and retaining subscribers.

How to nurture cold leads?

To nurture cold leads effectively, segment your leads based on relevant criteria, then engage them with personalized, value-driven content through a series of follow-up emails. Maintain consistent communication while respecting their boundaries, and incorporate clear calls to action to encourage further engagement. Continuously track metrics to refine your approach and optimize conversion rates over time.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

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Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Author’s Details

Nandhini C

Nandhini is a Senior SEO Analyst at the Smartwriter. She's always on top of new trends and technologies to stay ahead in this ever-changing industry. Her strengths are SEO, Lead generation, email campaigns, website optimization for search engines, link building, and making search better.


Edited by:

Charu Mitra Dubey


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Frequently asked questions

General Questions

What is Smartlead's cold email outreach software?

Email automation FAQs- Smartlead

Smartlead's cold email outreach tool helps businesses scale their outreach efforts seamlessly. With unlimited mailboxes, fully automated email warmup functionality, a multi-channel infrastructure, and a user-friendly unibox, it empowers users to manage their entire revenue cycle in one place. Whether you're looking to streamline cold email campaigns with automated email warmups, personalization fields, automated mailbox rotation, easy integrations, and spintax, improve productivity, or enhance scalability with subsequences based on lead’s intentions, automated replies, and full white-label experience, our cold email tool implifies it in a single solution.

How does the "unlimited mailboxes" feature benefit me?

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Our "unlimited mailboxes" feature allows you to expand your email communications without restrictions imposed by a mailbox limit. This means you won't be constrained by artificial caps on the number of mailboxes you can connect and use. This feature makes Smartlead the best cold email software and empowers you to reach a wider audience, engage with more potential customers, and manage diverse email campaigns effectively.

What do you mean by "unibox to handle your entire revenue cycle"?

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The "unibox" is one of the unique features of Smartlead cold email outreach tool, and it's a game-changer when it comes to managing your revenue cycle. The master inbox or the unibox consolidates all your outreach channels, responses, sales follow-ups, and conversions into one centralized, user-friendly mailbox.

With the "unibox," you gain the ability to:
1. Focus on closing deals: You can now say goodbye to the hassle of logging into multiple mailboxes to search for replies. The "unibox" streamlines your sales communication, allowing you to focus on what matters most—closing deals.

2. Centralized lead management: All your leads are managed from one central location, simplifying lead tracking and response management. This ensures you take advantage of every opportunity and efficiently engage with your prospects.

3. Maintain context: The "unibox" provides a 360-degree view of all your customer messages, allowing you to maintain context and deliver more personalized and effective responses.

How does Smartlead ensure my emails don't land in the spam folder?

Email automation FAQs- Smartlead

Smartlead, the best cold email marketing tool, ensures your emails reach the intended recipients' primary inbox rather than the spam folder. 

Here's how it works:
1. Our "unlimited warmups" feature is designed to build and maintain a healthy sending reputation for your cold email outreach. Instead of sending a large volume of emails all at once, which can trigger spam filters, we gradually ramp up your sending volume. This gradual approach, combined with positive email interactions, helps boost your email deliverability rates.

2. We deploy high-deliverability IP servers specific to each campaign. 

3. The ‘Warmup’ feature replicates humanized email sending patterns, spintax, and smart replies.
4. By establishing a positive sender reputation and gradually increasing the number of sent emails, Smartlead minimizes the risk of your emails being flagged as spam. This way, you can be confident that your messages will consistently land in the primary inbox, increasing the likelihood of engagement and successful communication with your recipients.

Can I integrate Smartlead with other tools I'm using?

Email automation FAQs- Smartlead

Certainly, Smartlead is designed for seamless integration with a wide range of tools and platforms. Smartlead offers integration with HubSpot, Salesforce, Pipedrive, Clay, Listkit, and more. You can leverage webhooks and APIs to integrate the tools you use. Try Now!

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What type of businesses sees the most success with Smartlead?

No, there are no limitations on the number of channels you can utilize with Smartlead. Our multi-channel infrastructure is designed to be limitless, allowing you to reach potential customers through multiple avenues without constraints.

This flexibility empowers you to diversify your cold email outreach efforts, connect with your audience through various communication channels, and increase your chances of conversion. Whether email, social media, SMS, or other communication methods, Smartlead's multi-channel capabilities ensure you can choose the channels that best align with your outreach strategy and business goals. This way, you can engage with your prospects effectively and maximize the impact of your email outreach.

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Do you provide me with lead sources?

Smartlead distinguishes itself from other cold email outreach software by focusing on limitless scalability and seamless integration. While many similar tools restrict your outreach capabilities, Smartlead offers a different approach.

Here's what makes us uniquely the best cold email software:

1. Unlimited Mailboxes: In contrast to platforms that limit mailbox usage, Smartlead provides unlimited mailboxes. This means you can expand your outreach without any arbitrary constraints.

2. Unique IP Servers: Smartlead offers unique IP servers for every campaign it sends out. 

3. Sender Reputation Protection: Smartlead protects your sender reputation by auto-moving emails from spam folders to the primary inbox. This tool uses unique identifiers to cloak all warmup emails from being recognized by automation parsers. 

4. Automated Warmup: Smartlead’s warmup functionality enhances your sender reputation and improves email deliverability by maintaining humanized email sending patterns and ramping up the sending volume. 

5. Multi-Channel Emphasis: Smartlead places a strong emphasis on multi-channel outreach. You can reach your prospects where they are with the LinkedIn outreach feature.   With Smartlead’s cold email automation software, you're always one step ahead in your outreach efforts, enjoying the freedom to scale your initiatives and seamlessly integrate with other tools—all while maintaining a focus on maximizing the impact of your outreach.

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How secure is my data with Smartlead?

Ensuring the security of your data is Smartlead's utmost priority. We implement robust encryption methods and stringent security measures to guarantee the continuous protection of your information. Your data's safety is paramount to us, and we are always dedicated to upholding the highest standards of security.

How can I get started with Smartlead?

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Getting started with Smartlead is straightforward! Just head over to our sign-up page and follow our easy step-by-step guide. If you ever have any questions or need assistance, our round-the-clock support team is ready to help, standing by to provide you with any assistance you may require. Sign Up Now!

How can I reach the Smartlead team?

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We're here to assist you! You can easily get in touch with our dedicated support team on chat. We strive to provide a response within 24 hours to address any inquiries or concerns you may have.

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