Nurture Email Sequence: How to Turn Visitors Into Customers

Created On
June 19, 2022
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.

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.

Here are some best practices to craft a nurture 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.

Email Nurture Sequence Examples

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

Email Nurture Sequence Template 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 sequence 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 nurture sequence 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: 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 Nurture Sample

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,


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 email nurture 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.

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 are active leads?

Active leads are the contacts you upload in Smartlead, similar to contacts in HubSpot; if you upload 1000 leads to a campaign, they are considered 1000 active leads. If you upload similar leads to a new campaign, they are not considered a “new active lead” as they already exist in our system.

Do you provide mailboxes, or do I need to connect my own?

We don’t offer mailboxes yet. You need to get your own dedicated list of mailboxes using popular providers like Gmail, Outlook, Zoho, and others that exist in the market. Once you get them, follow our detailed guides to connect them quickly.

Do you offer guides and articles on succeeding with cold emails?

Absolutely, one of our most popular guides can be found right here. It's been used by a large percentage of users to go from zero to cold emailing experts. Covering all topics from email infrastructure to copywriting and lead sourcing.

Is another tool needed for warmups?

No, Smartlead has over 200,000 highly reputed mailboxes connected. The advantage you get along with naturalized AI conversations is access to aged domains you will never find in any warmup tool.

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It is used popularly by agencies to automate their entire lead generation process as well as to connect Smartlead to external tools to push and pull data from. You can also connect to 1000s of apps using Zapier.

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Anyone that can close deals from demos will succeed with Smartlead. It works for Sales companies, Marketing agencies, SaaS businesses, Recruitment, and offline companies (like construction).

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