13 Lead Nurturing Email Examples To Implement In 2024
Published By Marilia Dimitriou
February 13, 2024
13/02/24
Converting prospects into leads is just the beginning of your relationship with your potential customers.
You then need to nurture those leads and guide them through a journey that not only educates but also strengthens that relationship.
But how can you convince them to buy from you? Lead nurturing can help with that. Especially if you use email marketing to boost its efficiency.
In this article, we’ll explore some insightful lead nurturing email examples to help improve your campaigns.
Example #1: Welcome Email
This welcome email from Keeps Home begins with a warm greeting, “We’re glad you’re here,” which immediately creates a personal connection with the subscriber.
This welcome email example uses white space to ensure a balanced result that doesn’t overwhelm the recipient. Moreover, it takes advantage of the email footer to further engage potential customers through social media.
Why this is a good lead nurturing email:
- Clear value proposition: It communicates its commitment to sustainability and design clearly, aligning the products with potential customers’ values.
- Incentive to purchase: By offering a promo code for free shipping on the first order, they offer a strong incentive for new leads to make a purchase.
- Social proof: This email includes a positive customer review, which can build trust and convince new subscribers to buy.
Things to keep in mind:
- Overwhelming choices: Even though showcasing products is a great email marketing strategy and white space can help you out, too many options can overwhelm people and potentially lead to decision paralysis.
- Email length: Longer emails might not be fully read on mobile devices. Make sure to create mobile-friendly emails.
- Follow-up: Welcome emails are just the first emails of your lead nurturing email sequence. To nurture new customers, you must gradually provide more information and incentives.
Example #2: Educational Email
This educational email from Buoy opens with a colorful, eye-catching graphic.
It includes a CTA button in the first few lines, which immediately draws attention to the main action the reader can take.
The email content has three sections that provide insights into the importance of minerals for a healthy gut, how Buoy’s product can help, and additional tips for maintaining good gut health.
This lead nurturing email example adds real value to the reader while also promoting the product.
Why this is a good lead nurturing email:
- Educational content: It educates the reader about the importance of gut health and positions its product as a solution.
- Structured content: The email breaks down information into digestible parts with clear headings and bullet points. Content structured like this helps readers understand and enjoy the content.
- Product highlighting: Buoy highlights its product benefits without being overly salesy. It maintains an educational tone while also promoting the product.
Things to keep in mind:
- Content balance: People don’t like sales-focused content. Make sure you strike the balance between educational content and product promotion.
- Information overload: Too much information at once can be overwhelming for readers. Keep the content concise and to the point.
Example #3: Product Demo or Free Trial Email
Headspace’s relaxation journey starts far before actually trying their product.
By carefully choosing impactful words like “stress-relieving” and “soothing,” Headspace’s email content sets the mood for what’s next.
The email also has a large smiling face that reinforces the positive emotional aspect of Headspace’s product.
Why this is a good lead nurturing email:
- Emotional appeal: The email taps into the human desire for health and happiness. It then presents Headspace as a means to achieve mental well-being.
- Visually appealing design: Headspace uses bright colors and smiley graphics to create a positive, calming effect. This effect is likely to resonate with its audiences who are looking to relieve stress.
- Trial use: By offering a 14-day free trial, Headspace lets users experience the app without committing to a paid plan.
Things to keep in mind:
- Clear subscription terms: It’s important to communicate what happens after the free trial ends to manage expectations and create a good customer experience. You can redirect subscribers to an informative landing page to provide more information if necessary.
Example #4: Case Study or Testimonial Email
Italki knows about the power of customer testimonials. So, they crafted this friendly testimonial email to showcase positive reviews about their services.
By personalizing the email with a direct greeting to the reader, Italki made the communication feel warmer.
Why this is a good lead nurturing email example:
- Social proof: Student testimonials with photos lend credibility to Italki’s services.
- Clear CTA: The red “Find your ideal teacher” button guides the reader toward the next step in a clear way.
- Personal connection: Using the reader’s name personalizes the email and makes it feel like a one-to-one conversation.
Things to keep in mind:
- Testimonial diversity: Make sure to include diverse testimonials that appeal to a broader audience.
- Reviews with photos: Whenever possible, add a photo of the person giving the testimonial. It adds credibility and authenticity.
Example #5: Personalized Email
Withings personalized this email to show informational content specifically created for the reader.
The email includes a personalized health improvement score that summarizes the user’s health data over the past three months.
Why this is a good lead nurturing email:
- Consolidated health metric: The health improvement score is an easy-to-understand figure that simplifies complex health information. This can highly engage users who are interested in tracking their health.
- Email personalization: By receiving personalized content like this, readers feel valued and cared for, which boosts customer loyalty.
- Engagement prompt: Withings includes a feedback section at the end of the email, which is a good strategy for engaging users and gathering customer data.
Things to keep in mind:
- Additional details: Readers might appreciate more detail (e.g., in this case, info on how their score is calculated so they can understand its significance) so make sure to provide links to additional resources.
- Data privacy: When dealing with personal health data, reassuring users about data security and privacy is crucial.
Example #6: Re-Engagement Email
This is a catchy and playful re-engagement email from Surreal. Its headline grabs attention and plays on words related to eating cereal.
The backdrop is vibrant, and the message urges the reader to dive back in, as the product is selling fast. This sense of urgency creates excitement and may convince the reader to take action.
Why this is a good lead nurturing email:
- Engaging headline: The playful, humorous wording of the headline is likely to re-capture the attention of former or potential buyers.
- Visual appeal: This lead nurturing email example has high-quality images that attract the reader visually.
- Brand awareness: Surreal makes sure to add the brand’s style and tone to the email. Through its playful and relaxed brand personality, Surreal can create a connection with its target audience.
Things to keep in mind:
- Incentive to act: Re-engagement emails that include special offers or discounts are more likely to lead to purchases.
Example #7: Event Invitation Email
When recipients open this email, they immediately know the most important information about the event: time and place.
Method in Madness makes the content personal with conversational language, so the email feels less formal and friendlier.
Why this is a good lead nurturing email:
- Clear info: Invitation emails must communicate the events’ what, where, and when. If you have trouble creating them, you can use your email tool’s pre-made email templates to guide you through the process.
- Engaging CTA: Readers are encouraged to take action with a clear and engaging CTA button.
- Brand personality: The informal tone and style convey a creative and community-focused brand personality, which can draw people in.
Things to keep in mind:
- RSVP process: Event invitation emails should clearly say if you need to RSVP and how to do it.
- Follow-up: It’s always a good idea to follow up and remind attendees (and those who haven’t replied yet) as the event dates approach.
Example #8: Limited-Time Offer Email
This email from AllTrails creates urgency by presenting a limited-time opportunity to buy AllTrails subscriptions at a discounted price.
The headline connects the offer to a seasonal context and encourages readers to make the most of their summertime.
Then, this lead nurturing email example shows the value of their subscriptions by highlighting the benefits that come with the upgrade.
This quick display of the product’s main features is very helpful and informative for the readers. That’s a great way to nurture your leads, show them new products and features, and turn them into paying customers.
Why this is a good lead nurturing email:
- Urgency: AllTrails makes it clear from the start that their offer is time-sensitive, which can encourage readers to take action.
- Easy accessibility: The email provides many upgrade links and simplifies the process so the user can take immediate action.
- Discount highlight: The 50% discount is easily visible to make the offer more attractive.
Things to keep in mind:
- Clear deadline: Make sure to mention the deadline of your offer to avoid any confusion.
Example #9: Survey or Feedback Request Email
To nurture leads effectively, you need to know what they think about your product, services, or marketing content.
Feedback request emails can be a great way to find out your readers’ opinions about your email content.
This survey request email from Tillamook is straightforward and user-friendly with a clear call to action and high-quality images.
The brand mentions that the survey has just three questions, making it quick and easy to complete. Readers are more likely to complete the survey if they know it will be an easy task.
Why this is a good lead nurturing email:
- Clarity: The message of this email is clear and focused. It explains that the reader’s feedback is important to improve the quality of the lead nurturing emails they receive.
- Personal headline: The headline lets the reader know that their opinion matters and makes them feel valued and listened to.
- Ease of interaction: Tillamook respects the customer’s time by creating an easy-to-complete survey.
Things to keep in mind:
- Follow-up: Thank your customers for completing the survey and tell them how you’re going to use their opinion in the future. If you need help creating your surveys, check these free survey tools we compiled.
Example #10: Newsletter Update Email
This newsletter update email from Ace Hotel balances text and images to provide a user-friendly reading experience.
Why this is a good lead nurturing email:
- Valuable content: The email contains detailed information about many events held in different cities, which can engage readers based on their location or travel interests.
- Clear and appealing layout: The email uses vibrant images and well-structured chunks of text that are easy to read and understand.
- Engagement opportunities: Each event includes a CTA button that encourages readers to engage and learn more about the events.
Things to keep in mind:
- Personalization: Email newsletters that align with the specific interests or past behaviors of the reader can boost engagement significantly.
Example #11: New Feature Announcement Email
Flighty does a great job promoting its new flight tracking feature in this email.
The content is straightforward and offers a skimmable list of the best features that the readers should know about. The CTA button is also clearly visible and accessible, which can boost engagement.
Why this is a good lead nurturing email:
- Clear value proposition: The email outlines the benefits of Flighty 3 and how the app can address key pain points from the first line.
- Detailed feature breakdown: Readers want to know what they’re paying for, and Flighty makes sure to include a detailed feature list in the email.
- Feature screenshots: Flighty even showcases the new features in action so their email list can visualize how the app works.
Things to keep in mind:
- Feedback loop: When launching new features, it’s important to ask users what they think about these features. Their feedback helps you improve your product and show users that you value their input.
Example #12: Milestone Celebration Email
This milestone celebration email from Busuu is a great lead nurturing email example.
With this email, the brand celebrates the customer’s three-month anniversary with the platform and it offers a significant discount as a special anniversary deal.
Why this is a good lead nurturing email:
- Personal touch: Through the personalized greeting and by acknowledging the customer’s time with the service, Busuu gets personal. This personal touch can boost engagement and brand loyalty.
- Incentive to act: The 60% off discount adds value to the occasion and stimulates the reader to take action.
- Clear benefits: The email also clearly outlines the benefits of upgrading to premium.
Things to keep in mind:
- Urgency: When crafting emails that offer discounts, it’s a good marketing strategy to add an element of urgency. Let the reader know that the offer has limited availability.
Example #13: Industry Trends Insights Email
Grammarly offers a retrospective analysis of user writing patterns in this visually appealing email.
Why this is a good lead nurturing email:
- Data-driven insights: Grammarly offers its readers valuable writing trends based on their aggregate data.
- Visual engagement: With colorful charts and graphs, the email presents data in an engaging way that informs readers quickly.
Things to keep in mind:
- Actionable takeaways: When crafting your trends emails, also provide actionable tips or recommendations based on the trends. Doing this can engage readers and add more value to them.
- Personalization: Whenever possible, tailor your trends content based on individual user data to create more relevant content.
How to Track the Effectiveness of Your Lead Nurturing Campaigns
Tracking how effective your lead nurturing email campaigns are is as important as how well you create them.
Why? Only by measuring key metrics can you see if your emails are hitting the mark or if you need to optimize them.
The most important metrics to track for your lead nurturing campaigns include:
- Email open rates: How many people are opening the emails you send.
- Click-through rates: How many readers clicked on the links in your emails. High CTR means your content is engaging and encourages action.
- Conversion rates: How many clicks turned into action, like making a purchase or signing up for a webinar. Getting leads to take action is the ultimate goal of your marketing campaign.
You might be asking: How can I track all of these metrics accurately and without spending too much time on it?
This is where marketing automation and email marketing platforms like Moosend come in.
This email marketing tool provides precise, visual, and detailed reports with key marketing metrics to track your email campaign’s progress.
You can see how many email subscribers opened your emails, how many clicked on your links, bounce rates, and unsubscribes.
With all this data easily at hand, you know exactly if and how to improve your lead-nurturing campaigns.
Apart from its reporting and analytics capabilities, Moosend offers an array of features to create, send, and optimize your lead nurturing campaigns, such as:
- A drag-n-drop email builder
- Pre-made email templates (for events, onboarding, etc.)
- Integrations with CRM tools, eCommerce platforms, and more
- A/B Testing features
Level Up Your Lead Nurturing Campaign
In this article, you’ve explored some good campaign examples of what it takes to nurture your leads and build customer relationships that last.
Now, it is time to put that knowledge into action.
With Moosend, you can improve your content marketing strategies, automate workflows, and nurture customer relationships through different sales funnel stages.
Sign up for a free 30-day trial and see how our automation tools can help you create, send, and analyze effective lead-nurturing emails that actually matter to your readers.
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