20 Lead Nurturing Email Examples & Best Practices

20 Lead Nurturing Email Examples & Best Practices

Last Updated: November 2024

When it comes to turning prospects into loyal customers, lead nurturing email templates are essential tools for building relationships and guiding leads through the buyer’s journey. In fact, research shows that businesses that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost

But crafting the perfect lead nurturing email isn’t just about sending any message—it’s about using well-timed, personalized, and value-driven content that resonates with your audience. In this article, we’ll explore 20 lead nurturing email examples and best practices to help you create campaigns that engage and convert.

Lead Nurturing Email Examples

80% of new leads never convert into sales, often due to a lack of nurturing.

Lead nurturing emails are essential for building relationships and guiding prospects through the buyer’s journey. Statistics show that 80% of new leads never convert into sales, often due to a lack of nurturing. By using targeted and personalized email campaigns, businesses can keep leads engaged and drive them toward making a purchase.

Now, let’s dive into top lead nurturing email examples that can help you turn potential customers into loyal ones.

Welcome Emails

Welcome emails pave the way for initial interactions, creating an excellent first impression. They are your first touch point after the lead signs up and the best shot to establish trust while showing off top features. 

types of saas emails Welcome email

A welcome email tells the subscriber what to expect from your brand, how they can engage with it, and guides them to their next step. This type of personalized message can reinforce the resonance, moving prospects further down their paths as potential buyers.

Onboarding Emails

Onboarding email keeps a new user or customers engaged with your product and also helps them acclimate to the essential information it provides. These initial emails help a new user walk through the process and showcase foundational features to encourage more investigation.

Lead Nurturing Email Templates Onboard email

Onboarding emails create trust and nurture long-term engagement by providing early value. Personalized and well-crafted onboarding emails make new users become loyal customers.

Personalized Recommendation Email

A personalized recommendation email will give your users a selection of product recommendations based on what the receiver viewed or purchased on the platform. Providing leads with targeted content to an understanding of their preference creates a higher likelihood that the lead will convert. It also helps to form stronger relationships with a new customer. 

Lead Nurturing Email Templates Personalized Recommendation Email

For instance, recommending products based on browsing history makes the purchase journey easier for the customer and personalizes your relationship with them.

Comparison Email

When new users receive comparison emails, it helps them understand how your product is better than the competition. These emails help them to better understand the benefits, features, along with pricing to make them easy for decision-making. 

Lead Nurturing Email Templates Comparison Email

A well-executed comparison email that showcases USPs without denigrating competitors projects your brand as honest and customer-centric. And encourages leads down the sales pipeline.

Case Study Email

Give case studies of how your product or service has helped your customers overcome challenges. New Leads can have an easier time imagining their similar success when you can provide evidence of measurable outcomes. 

Lead Nurturing Email Templates Case Study Email

These emails often include a call-to-action, such as scheduling a demo or downloading the full case study, encouraging deeper engagement and moving leads closer to conversion.

Customer Review Emails

Ask happy customers to leave a review. This is another type of social proof that can aid and abet the slow-burn prospective buyer. 

Lead Nurturing Email Templates Customer Review Emails

Positive reviews help validate product quality, nudging leads toward a purchase decision. Additionally, customer feedback offers insights for future follow-ups, strengthening engagement and improving conversion rates.

Newsletter Emails

These are good because they keep potential customers interested by giving them valuable content periodically via email newsletters. They keep your name out there which in the end helps build trust and relationships. Newsletter emails are one of the best constant contact email examples.

Lead Nurturing Email Templates Newsletter Emails

Newsletters can contain resources like product updates or industry information that can be used to push the reader through a sale potentiality without feeling hastily promotional. It just helps to improve its efficiency in delivering personal experiences based on individual preferences, ensuring their conversion with time.

Downloadable Resource Emails
Lead Nurturing Email Templates Dowloadable resource email

With this type of email, you provide real content (eBooks and white papers or templates) tied to the buyer journey of your audience. Again, these emails help position you as an authority and trust-building relationship. Through tackling specific frustrations, downloads deliver value to leads and make your brand appear as a provider of solutions, ideal for paving their path toward conversion.

Mobile App Download Emails

These emails are often to promote some premium functionalities, and deals, or show how an app can be a delight. The email includes a call-to-action with a download link that directly downloads the App. 

Mobile App Dowload Email

By sending these types of emails and those that are customizable to user interests, you increase engagement rates among them. Also, prompting app usage further which is always good for long-term relationships with the clients.

Discount Email

Offers in discount emails move leads closer to the point of purchase. Personalized discounts that are in sync with the buyer journey, for example, a first-purchase offer normally drive people to act. 

Lead Nurturing Email Templates Discount Email

It offers value and reassures leads that they matter to the sender, which builds upon trust. Discounts, used thoughtfully and appropriately increase the chances that a potential customer will convert and stick around afterwards.

BOGO Emails

BOGO (Buy One, Get One) emails re-activate partially interested / no-more-interested leads and convert them into paying customers. These emails use urgency to drive action and exclusivity by giving away immediate value. 

Bogo Email

This short-term deal is not something available all the time. BOGO promotions have the power to save a lagging campaign and jump-start sales.

Abandoned Cart Emails

Abandoned cart emails attract people who are planning to make a purchase. This leads to emails that serve as a follow-up on what was abandoned, with the specifics of how it is addressed, increased urgency surrounding the purchase, and improved accessibility to get them buying. 

Abandoned Cart Email

Sending Abandoned Cart Emails at the right time can keep leads active and pull them back into your funnel.

Time-Sensitive Offer Emails

Time-sensitive offer emails leverage urgency to drive immediate action. Featuring limited-time discounts or exclusive promotions, these emails motivate hesitant leads to act before the opportunity expires. 

Time Sensitive Offer Email

Tapping into the fear of missing out (FOMO) accelerates the conversion process. However, it’s important to use time-limited offers sparingly to maintain trust and align them with each lead’s stage in the buyer’s journey.

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Some Good Lead Nurturing Email Templates

Crafting high converting email templates is crucial for nurturing leads effectively and driving results. In fact, businesses that use segmented campaigns, including lead nurturing emails, see a 760% increase in revenue

businesses that use segmented campaigns, including lead nurturing emails, see a 760% increase in revenue.

The following email templates are designed to engage, educate, and move your prospects through the sales funnel, helping you achieve better conversions and build stronger relationships with your audience. Let’s explore some examples that can inspire your next campaign.

Thought You’d Find This Interesting

These are emails that provide great information but do not directly attempt to sell anything. The brand uses this opportunity to strengthen the engagement by simply sharing articles, or industry insights that relate to recipients’ interest. 

This way they build trust and make the brand position as an authority. This level of light engagement keeps the brand at the top of mind and ensures that when a prospect is ready to move further into the buyer’s journey they will be more likely to consider opting for our service.

Have You Read This Research?

These emails target research-driven audiences and deliver insights or studies concerning the recipient’s industry. By providing premium content, you position your brand as the leader in its field and foster confidence. 

Offering targeted research that addresses the recipient’s pain points can drive much deeper interactions. Even businesses are using this template as their weekly email update template.  In this way, leads are more likely to push themselves further down the sales funnel.

I Think You’ll Like This

This content is often personalized based on an individual’s past behavior or preferences. Businesses introduce a blog post, product, or webinar with finesse that outlines in clear terms why it meets the needs of their customers. 

It can help to build confidence while increasing opportunities for the prospects’ conversion with valuable content when they need it and is a natural move down the funnel.

This Is Hilarious

Sending jokes in emails is a more pleasant way of interacting with our leads, this humanizes the brand. While humor might not convert on its own, it does a lot to humanize the organization and help make your subscriber see it more as just another email in their inbox. 

These emails help to cut through standard marketing noise when used wisely, which can further establish brand communication.

What Do You Think?

These are the types of emails that ask for opinions on products, services, or solutions. It is always a two-way dialog that builds trust and engagement. 

By asking simple questions like asking “Does this work for you?” or “How do you like this?” businesses prompt engagement and learn more. This interaction supports the potential to convert, as well as nurture relationships.

Hope Your Trip Was Great

Follow-up emails for returning travelers provide a warm, personal touch. They build rapport by acknowledging the recipient’s experience while subtly reintroducing product offerings. Including calls-to-action, like scheduling a meeting, fosters further engagement and keeps the brand top-of-mind without being overly sales-focused.

Congrats!

It is an email that marks certain customer behavior such as sign-ups or product milestones and helps to nudge customers towards the next step. When this does happen, they gain a foothold among the recipients and create touch points that persuade them to delve deeper. Add what comes next to keep the process moving down the buyer’s journey.

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How Do You Write a Lead Nurturing Email?

Want to write a well-crafted lead nurturing email that does just that? Here’s a step-by-step guide:

  • Craft a strong subject line: Your email subject line should raise an eyebrow and provide some level of value to the reader. Must keep it short and relevant.
  • Personalization: Start with the recipient’s name and tailor the content to their interests, using data from past interactions or behaviors.
  • Deliver Value: Give away helpful content like step-by-step guides, stories, or resources that solve the pain point of your lead.
  • Accessible Body: Write conversationally and keep paragraphs short in length. Think about how you can help the reader with their problems.
  • Call to Action: Do you want them to download a guide, book a demo, or go visit your site? Conclude with a powerful, unambiguous CTA.
  • Continuation: Notify when they could expect future emails and be regular to establish Top of Mind awareness.

Good lead nurturing emails are all about trust building and not selling them hard, but walking the subscribers through their decision process.

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Saufter.io – The Best AI-Powered Platform for Customer Engagement

Saufter email automation

Saufter.io is an AI-powered chatbot platform designed to enhance customer engagement on websites. It offers businesses the ability to automate customer service through AI chatbots that can answer inquiries, capture leads, and provide 24/7 support. 

The platform focuses on simplifying the chatbot creation process, making it accessible for businesses to implement without needing advanced technical skills. Saufter.io’s services are aimed at improving user experience, streamlining customer interactions, and helping companies increase conversions through personalized, automated communication.

Conclusion

In conclusion, effective lead nurturing emails are key to converting prospects into loyal customers. By applying best practices, such as personalization and providing value, you can significantly enhance your email campaigns. In fact, nurtured leads make 47% larger purchases than non-nurtured leads. 

nurtured leads make 47% larger purchases than non-nurtured leads. 

Utilizing platforms like Saufter to automate and optimize your email strategies with AI-driven personalization can take your lead nurturing efforts to the next level. With the right approach and tools, you’ll build stronger relationships and guide leads seamlessly through the sales funnel.

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