Your Go-To Guide for Lead Nurturing Emails (with Examples)

Picture a different kind of sales experience: one in which you walk into a store, and instead of a pushy salesperson trying to close a deal immediately, you’re greeted with helpful tips, personalized recommendations, and just the right amount of attention. You feel seen. And that’s exactly what lead nurturing emails do—minus the awkward small talk.

Lead nurturing emails help businesses build relationships with potential customers over time, offering the right kind of value at every step of their journey. Whether someone just discovered your brand or is on the verge of making a purchase, the right email at the right moment can make all the difference. 

This may sound easier said than done, so today we’ll walk you through everything you need to know to make it happen.

What Is a Lead Nurturing Email?

A lead nurturing email is a strategic message sent to potential customers to guide them through the buying process. Rather than pushing an immediate sale, these emails educate, engage, and build trust, ensuring leads stay interested and move closer to conversion.

Think of it like dating: You wouldn’t propose on the first date (hopefully). Instead, you build a connection, earn trust, and show why you’re the right match. Lead nurturing emails work the same way by offering valuable content, addressing pain points, and keeping your brand top of mind.

How to Write Lead Nurturing Emails

Lead nurturing emails form an important part of email marketing. They follow the email customer journey, ensuring that leads (that is, potential customers) receive the right information at the right time. So prior to creating high-impact lead nurturing emails, you need to understand how leads progress through your sales funnel and how each email fits into each stage. 

Let’s explore how to do email lead nurturing, step by step.

1. Map Out Your Sales Funnel

Before drafting a single word, map out your sales funnel and its email touch points—you’ll want to slot in one (or several!) emails at every stage. Indeed each stage requires a different approach—and a different message!

Consider these common email stages and examples based on the customer journey:

• Awareness stage – Educate leads on their problem and introduce your brand. (Example: Welcome emails)
• Consideration stage – Help them evaluate solutions and see why your product is the best fit. (Example: Product tutorials, case studies, comparison guides)
• Decision stage – Nudge them toward a purchase with incentives or social proof. (Example: Discount offers, testimonials, abandoned cart reminders)
• Retention and loyalty – Keep customers engaged and encourage repeat business. (Example: VIP offers, new product announcements, surveys)

Think about your customers and the journey they take from awareness to purchase and beyond, and then which lead nurturing emails you can send to them to nurture their interest and move them through each step. 

2. Segment Your Email List Thoughtfully

Assuming you’ve generated leads and built your email list, then the next important part of sending lead nurturing emails is to segment your list. This ensures each lead receives relevant content based on their interests, behavior, and position in the funnel—and it’s an essential part of keeping people moving through the funnel.

 Let’s examine how you might organize your leads, and how this might work in practice:

• Acquisition source: Website sign-ups, webinar registrations, free resource downloads, landing pages, etc.
  • Example: If a lead downloaded an eBook on SEO, send a follow-up email with an SEO case study rather than a generic company introduction.
• Behavioral data: Browsing history, email engagement, past purchases.
  • Example: If a lead frequently visits a product page but hasn’t purchased, send an email with customer testimonials or a limited-time discount.
• Demographics: Industry, job title, company size.
  • Example: A small business owner might receive content about budget-friendly solutions, while an enterprise lead gets insights on scalability and integrations.

3. Create a Lead Nurturing Sequence

You’ve got a lead nurturing journey, and segments to target, and now you need to put it into action. One of the best ways to accomplish this is by implementing an email sequence. 

This basically entails sending a planned series of emails (discussed in step one) based on the recipient’s behavior, engagement, or stage in the customer journey (which we discussed in step 2). Each email is designed to provide value, build trust, and guide potential customers toward a decision, whether it’s making a purchase, signing up for a service, or taking another key action.

Manually managing a lead nurturing sequence is impractical, especially as your list grows. The good news is that many tools allow you to set up email automations. This ensures consistency, saves time, and allows you to scale your efforts effectively.

4. Personalize Your Emails for Maximum Impact

Segmentation lays the groundwork, but personalization makes your emails truly engaging. It’s more than just adding a first name—it’s about making each message feel relevant to the individual.

Ways to personalize your emails:

• Reference past interactions: Mention a resource they downloaded, a product they viewed, or an event they attended.
• Use dynamic content: Customize email content based on location, preferences, or purchase history.
• Tailor subject lines and CTAs: Adjust messaging based on where the lead is in their journey.

The more your emails feel like they were written for an individual rather than a mass audience, the more likely they are to resonate and drive action.

5. Track Performance and Optimize

Once your emails are live, monitor key email marketing metrics to see what’s working and what needs improvement. Important metrics include:

• Open rates – Are your subject lines engaging? Consider implementing email subject line best practices to improve their performance.
• Click-through rates (CTR) – Is your content relevant and compelling? Make your calls to action aren’t strong enough? Tweak for future emails and track the results.
• Conversion rates – Are leads taking the desired action? Maybe people are clicking through from your email, but sales don’t reflect that. Make sure your emails, calls to action, and desired conversion all align, and that the process is smooth and intuitive.
• Unsubscribe rates – Are you sending too many emails or missing the mark? If you notice more people drop off after a certain email, you might want to consider the cause behind that. Or if you notice a gradual decline, think about changing up your email frequency to see if that makes a difference. 

When in doubt, A/B test. That is, if you just can’t figure out the cause for a certain metric’s behavior (whether it’s increasing, decreasing or staying the same), then experiment with different subject lines, content formats, and CTAs to see how performance changes. Just remember this email marketing best practice: test one thing at a time so that you know exactly what is working and what isn’t. 

Types of Lead Nurturing Emails and Great Examples

Now that we’ve covered how lead nurturing emails work, let’s examine some of the different  types of emails you might send during this process. Some introduce your brand, others provide helpful resources, and a few give that final nudge to convert, among other objectives. Here’s a breakdown of the essential types of lead nurturing emails and how they keep potential customers engaged:

1. Welcome Emails – Make a Great First Impression

A welcome email is your chance to introduce your brand and set expectations. It should reinforce why the lead signed up, provide helpful information, and encourage engagement. This is a great opportunity to share your brand’s mission, direct them to key resources (such as blog posts or product pages), and invite them to follow you on social media. A well-crafted welcome email helps establish a positive relationship from the start.

The above lead nurturing email example warmly welcomes recipients as their “journey begins” and adds the bonus of 15% off, which is always a nice incentive for new subscribers to convert straight away.

2. Discount Offer Emails – A Gentle Push Toward Conversion

Sometimes, a little incentive is all it takes to turn a hesitant lead into a paying customer. A discount offer email provides potential buyers with a time-sensitive promotion, making it more tempting to take action. These email campaigns work especially well for first-time buyers, seasonal promotions, or re-engaging inactive leads. To maximize effectiveness, highlight the savings clearly and create a sense of urgency. You may even wish to include this offer in your welcome email in order to encourage the purchase right away.

This lead nurturing email campaign example from Crate&Barrel incorporates a couple top email marketing tips: the conversion-driving discount, as well as the classic “sense of urgency.” Throw in the fact that the discount is for furniture faves, and there’s a good chance the recipient will be more likely to move along to the next step in the lead nurturing process.

3. Product Tutorial Emails – Show, Don’t Just Tell

If a lead has shown interest in your product but hasn’t purchased it yet, a product tutorial email can help them see the value firsthand. These emails provide step-by-step guides, feature breakdowns, or video demonstrations to showcase how the product works and why it’s beneficial. For service-based businesses, these emails might include FAQs, onboarding instructions, or use case examples to help potential customers feel more confident in their decision. 

On the other hand, for those who have already made a purchase, a product tutorial email helps them maximize the value of their new item—increasing both satisfaction and the likelihood of repeat business. It also keeps them engaged with the brand, strengthening the relationship and driving long-term loyalty and conversions.

The below coffee-making tutorial email is a great lead nurturing email example of helping the customer better learn how to use and enjoy the product more, and hopefully continue to buy more as well.

4. Personalized Recommendation Emails – The Right Fit at the Right Time

Based on a lead’s behavior—such as past interactions, browsing history, or perhaps quiz results—personalized recommendation emails suggest relevant products, services, or content. These emails create a more custom experience, making the recipient feel understood while increasing the chances of conversion. The more relevant the recommendation, the more likely the lead is to engage. We’ll discuss how to make this happen shortly.

In the following lead nurturing email example, Audible tackles personalization from a few different angles: they address the lead by name, they add in the shiny new credit, and then follow with a personal book recommendation.

5. New Product Announcement Emails – Keep Leads in the Loop

When you launch a new product or feature, announcing it through email is a great way to generate excitement and momentum. These email campaigns can highlight key benefits, share exclusive first looks, or invite leads to pre-order or join a waitlist. Even if a lead isn’t ready to buy, keeping them informed strengthens brand awareness and ensures they think of your company when the time is right.

The below email newsletter example teases the launch of a new Starbucks line of drinks. The colorful image evokes summer and delivers on the idea of something refreshing—and it hopefully inspires the recipient to stop by a shop for an icy drink.

6. B2B Lead Nurturing Emails – Build Trust and Drive Conversions

B2B lead nurturing emails share similarities with other marketing emails we’re discussing here but have a key difference: they involve a longer sales cycle due to the nature of selling to companies rather than individual buyers. With multiple decision-makers involved, these emails need to nurture relationships and provide valuable insights, case studies, and industry expertise to guide potential clients toward informed decisions.

Unlike consumer-focused emails that often highlight limited-time offers or impulse-driven purchases, B2B nurturing emails take a strategic, trust-building approach. This makes them especially effective for SaaS companies, professional services, and high-ticket B2B sales where buyers need ongoing engagement before committing.

The email below is a prime example of B2B lead nurturing best practices. It delivers valuable, industry-specific insights that establish Zendesk as a trusted authority in the customer experience (CX) space. By featuring interviews with CX leaders and sharing unique perspectives, Zendesk strengthens its credibility, builds trust with subscribers, and strategically guides leads further down the nurturing path.

7. Exclusive & VIP Access Emails – Make Them Feel Special

People love feeling like insiders, and exclusive access emails tap into that desire. These emails invite leads to be the first to try a product, join a beta test, or get early access to a sale. By offering something not available to the general public, you create a sense of exclusivity and urgency that encourages engagement. This strategy works particularly well for luxury brands, loyalty programs, and membership-based businesses.

This lead nurturing email campaign from Organics Ocean is a good example of offering early access with exclusive savings. Insider perks abound, making it hard to resist in the lead up to Black Friday.

8. Survey Emails – Engage and Learn from Your Leads

Asking for feedback not only helps you improve your offerings but also shows leads that their opinions matter. A survey email encourages potential customers to share their thoughts, preferences, or experiences. Whether you’re seeking input on new product ideas, customer pain points, or overall brand experience, these emails create a two-way conversation that fosters engagement and brand loyalty.

We like how the below lead nurturing email example has a playful and friendly tone by saying “it’s your turn to do the talking,” but it also throws in an incentive: a free machine. Customers feel heard and rewarded, which are a couple of the best ways to nurture leads on their path to conversion.

9. Abandoned Cart Emails – The Gentle Reminder

Leads often get distracted or hesitate before making a purchase. Abandoned cart emails serve as a friendly reminder, encouraging them to complete their transaction. These emails can include a recap of the items left behind, highlight product benefits, and even offer an incentive (like free shipping or a small discount) to motivate action.

The below email example entices the potential buyer to come back and complete the purchase by offering 15% off. So if the recipient was on the fence, this extra discount might help seal the deal.

10. Win-Back Emails – Reignite Their Interest

Not every lead converts right away, and some may disengage over time. Win-back emails—or re-engagement emails, as they are often called—are designed to re-engage cold leads and remind them why they were interested in your brand in the first place. These emails can highlight recent updates, offer an exclusive deal, or simply check in with a friendly message. By making an effort to reconnect, you increase the chances of bringing inactive leads back into the sales funnel.

Below, Venmo’s lead nurturing email taps into user FOMO in hopes that they’ll want to update their app and see what’s new. With a scannable QR code, this is a great example of how to make moving to the next step extra easy.

The Future of Your Email Marketing Lead Nurturing

Lead nurturing is an ongoing process, not a one-time strategy. As technology advances, automation and AI will make it easier to personalize emails and predict customer behavior. But no matter how sophisticated your tools become, the key remains the same: send relevant, timely, and valuable emails that guide leads toward a decision.

Refine your approach, track what works, and keep your audience at the center of your strategy. The more intentional you are, the more effective your email marketing will be.