Lead nurturing emails are a smart way to build real connections with your future customers.
Much like taking care of a garden, these emails provide consistent care, guiding potential buyers step-by-step until they’re ready to purchase.
This guide breaks down exactly what makes lead nurturing emails effective, the techniques that work, and how to write them in a way that moves leads toward becoming loyal customers.
With practical examples and templates, you’ll have everything you need to launch lead nurturing email campaigns that make an impact.
Read on.
What is a lead nurturing email?
A lead nurturing email is a marketing tool that helps turn potential customers into buyers by building relationships over time — not pushing for a quick sale
Unlike typical promotional emails, lead nurturing emails focus on providing valuable, relevant content at every stage of the buyer’s journey. The goal? To build trust that finally leads to a conversion.
The lead nurturing process involves sending targeted and personalized emails based on a prospect’s behavior, preferences, or past interactions with your brand.
These emails gently move a lead from the top of the sales funnel (where they may be aware of your brand but not ready to purchase) to the bottom of the funnel (where they are ready to make a purchase).
Popular types of lead nurturing emails include:
- Welcome emails that introduce new subscribers to your brand.
- Follow-up emails after a lead shows interest.
- Abandoned cart emails for unfinished shopping.
- Re-engagement emails to revive interest
- Anniversary emails for special milestones.
- Discount emails to encourage action.
Each type of email has a purpose, fitting different stages of the customer journey. Done right, they keep your brand relevant until the customer is ready to buy.
What are the benefits of lead nurturing emails?
Lead nurturing emails are a way to build meaningful connections with potential customers and guide them toward becoming loyal customers. Here’s how they help in your marketing strategy.
1. Build trust overtime
By sharing relevant and helpful information, these emails show your leads that you understand their pain points.
Instead of pushing sales messages, you’re offering real value that helps them feel supported. This consistent effort builds trust, positions your brand as one they can rely on, and makes the sales cycle shorter.
2. Increase engagement
Lead nurturing emails keep your brand in your prospects’ minds with content they actually care about.
Whether it’s a welcome email, a special offer, or tips tailored to their needs, these emails encourage ongoing engagement and create opportunities for new leads to take the next step.
3. Improve conversion rates
According to research, nurtured leads are 47% more likely to purchase than non-nurtured leads.
When you send targeted, valuable content to leads at the right time, you increase the chances of converting them into paying customers.
By providing the right information when prospects need it, you help them make confident buying decisions.
4. Drives customer retention
The work doesn’t stop once a lead becomes a customer. By continuing to share personalized content — like a thoughtful anniversary email with a special offer — you can keep customers engaged and encourage repeat business, all while building long-term loyalty.
5. It’s cost-effective
Lead nurturing emails are an affordable way to engage with prospects and keep them interested in your brand.
Automated email campaigns, triggered by actions or behaviors, allow you to reach a large audience with minimal manual effort.
This approach allows you to manage costs while maintaining consistent communication, making it a smart addition to any marketing strategy.
6. You can track what works
One of the advantages of email marketing is that you can clearly see what’s working.
Metrics like open rates, click-through rates, conversion rates, and unsubscribe rates provide valuable insights into how your target audience responds, allowing you to adjust your lead nurturing strategy for even better outcomes.

Lead nurturing email best practices and tips
To make sure your lead nurturing emails are effective, follow these best practices and tips:
1. Personalize like you mean it
Ever opened an email that felt like it was written just for you? It stands out, doesn’t it?
Start with the basics — use the recipient’s name or reference their business. Go a step further by tailoring content to their interests. For example, if someone downloaded an eBook on social media tips, send them a follow-up with advanced strategies.
Brevo’s dynamic email personalization features make this process seamless. Add names, recent interactions, or even preferred content types to your emails in a snap. This helps your prospects feel valued and recognized.
2. Segment your audience
Are your leads all at the same stage? Probably not. Some are just learning about your product, while others are ready to commit. Segment your audience by their buying stage, demographic, or behavior.
For instance, someone who’s opened multiple product comparison emails likely needs different content than someone who’s new to your email list.
Email marketing platforms like Brevo offer segmentation tools to simplify this, letting you send targeted campaigns that feel relevant and timely.
3. Always offer something worthwhile
Before hitting send, ask yourself, "Does this email provide value?” Whether it’s a quick tip, a free resource, or an exclusive discount, every email should make your recipient feel like they gained something.
For example, share a case study showing how a customer achieved their goals using your product or service. Avoid sending generic, sales-driven messages because it’s not about selling.
4. Make your CTAs clear and actionable
That one thing you want your recipient to do should be easy to spot. Don’t leave them guessing. Use a clear, straightforward call to action (CTA) like “Download the guide” or “Start your free trial today” etc.
Place it strategically throughout your email: at the top, in the middle, and at the end, so it’s always visible when the reader is ready to take action.
5. Optimize for mobile and test your emails
Have you checked how your emails look on a phone? With about 60% of people reading emails on mobile, make sure your subject lines don’t truncate and your buttons are easy to click without p the screen.
But it doesn’t stop there. Always test your emails before sending them to your entire email list. A/B testing different subject lines, CTA buttons, and email designs can help you understand what resonates most with your audience.
6. Send emails when they’ll be read
Timing matters. Would you open an email about software solutions at midnight? Probably not. Figure out when your audience is most active.
Depending on your industry, this might mean sending follow-ups within 24 hours of a lead showing interest, or sending a reminder about abandoned carts within a few hours.
If you’re using Brevo, the Send at best time feature can help you send your email marketing campaigns at a time when your contacts are likely to engage the most.

Pro tip: Incorporate drip campaigns in your lead nurturing strategy to deliver a consistent flow of relevant content that nurtures leads over time, making sure they don’t forget about your brand
7. Keep it clean and easy to read
No one has time to wade through long-winded emails. Use short sentences, bullet points, and a clear layout.
For instance, instead of a lengthy paragraph about a product feature, break it into few concise lines paired with an image or video.
If you need an easy starting point, try Brevo’s drag-and-drop editor to create visually appealing emails with a variety of email templates to choose from.
8. Automate your lead nurturing emails
Find a marketing automation software that’s easy to use to send your emails automatically. It not only saves time (though that’s a bonus), but it’s also a great way to generate high-quality leads.
B2B and ecommerce businesses that use marketing automation have a more streamlined workflow that guides leads easily through the sales funnel. This way, they see a more effective lead generation process than those doing things the hard way.

How to write lead nurturing emails
Writing effective lead nurturing emails that connect with your audience takes thought and a clear plan. Let’s have a look at how to do it right.
1. Start with a subject line that stands out
Think about the last email you opened; what made you click? Your subject line needs to spark curiosity and feel personal.
For example, instead of something generic like “Exclusive offer inside,” try something more specific like “[first name], Here’s a solution for [specific challenge].” This kind of personalization makes the email tailor-made, not mass-sent.
2. Open with a warm intro and deliver value right away
The first few lines set the tone. Start by acknowledging their pain points or interests, and make it clear that you understand their needs.
For instance, if you’re writing to small business owners, you might say, “Finding time to manage everything can be tough — here’s an idea to make things easier.” Acknowledge their situation and let them know you’re here to help.
Once you’ve set the stage, offer something helpful. Maybe it’s a guide, a free tool, or a quick tip they can use immediately.
For example, “We noticed you’re exploring email marketing tools — here’s a cheat sheet on writing subject lines that get noticed.” Make sure it aligns with the prospect’s current stage in the buyer’s journey.
3. Keep it focused
Don’t try to say everything in one email. Stick to a single message and make it easy to skim. Break up your text with bullet points or bold key phrases. For instance:
- What it is: A free ebook on email automation.
- Why it’s useful: It saves you time and increases engagement.
- What to do next: Click below to download it.
4. Wrap it up with a human touch
End with something warm and approachable. Let them know you’re there if they need help. For example: “If you have any questions or want to talk more about this, I’m just an email away.” Including your contact details makes it easy for them to reach out.
Then, before hitting send, proofread your email because errors can break trust.
Lead nurturing email examples (+ templates)
Here are 5 effective examples of lead nurturing emails, each serving a different purpose in the buyer's journey:
1. Welcome email
As a first email, it sets the tone for your relationship with the lead and includes a clear call-to-action like "Get Started."
Subject line: Welcome to [your brand name], [first name]!
Hi [first name],
We’re so excited to have you join the [your brand name] community! Our mission is to [briefly describe your mission or value, e.g., “help small businesses grow with easy-to-use marketing tools”].
Ready to get started? [Brief action or benefit, e.g., “Take a look at our resources to kick things off” or “Check out your exclusive welcome offer”].
[CTA button: Get Started Now]
If you have any questions, our team is here to help. We’re looking forward to being part of your journey.
Cheers,
[your name]
[your role]
2. Brand introduction
You can send this after the welcome email. Use social proof to make your brand memorable and engaging. Introduce your mission and invite users to explore your offerings.
Subject line: [first name], Meet [your brand name]
Hey [first name],
We thought it was time for a proper introduction. At [your brand name], we [your mission or unique offering, e.g., “make marketing simpler for small businesses”].
But don’t just take our word for it — here’s what our customers say:
“[Short testimonial or review snippet].”
Check out what we’re all about:
[CTA button: Explore Now]
Looking forward to being part of your journey,
[your name]
3. Discount offers (Lead magnet follow-up)
Target leads in the middle of the funnel by offering a discount tied to previous interest or behavior. Create urgency with limited-time offers.
Subject line: A special offer, just for you
Hi [first name],
Here’s something to brighten your day: [specific discount, e.g., “20% off your first order”]It’s our way of saying thank you for checking out [your brand name].
This offer is only available until [date or time limit], so don’t wait too long!
[CTA Button: Claim Your Discount]
We can’t wait to see what you’ll choose!
Best regards,
[your brand team]
4. Abandoned cart reminder
Perfect during the consideration stage to re-engage leads who showed interest. Send reminders about items left in the cart, possibly with a small discount or incentive to complete the purchase.
Subject line: Your items are waiting, [first name]
Hi [first name],
We noticed you left some great items in your cart, and we didn’t want you to miss out.
🛒 Here’s what’s waiting for you:
[Include product names/images, if possible]
Complete your purchase now and enjoy [incentive, e.g., “10% off,” “free shipping,” or “limited stock availability”].
[CTA button: Return to Your Cart]
If you have any questions or need assistance, we’re here to help.
Happy shopping!
[your name/your brand name]
5. Product announcement
This type of email has great potential to push the prospect towards the decision stage. Use engaging visuals and concise messaging to introduce new products, keeping your audience excited about your brand’s evolution.
Subject line: Something new just dropped…
Hey [first name],
We’ve been working on something special, and it’s finally here: [product name]!
[Include a brief, compelling description: e.g., “It’s [highlight a feature/benefit, e.g., ‘perfect for busy mornings or weekend adventures’].”
Check it out now and be among the first to experience it:
[CTA Button: See What’s New]
Thanks for being part of the [your brand name] family — we hope you love it as much as we do!
Cheers,
[your name]
There you have it. Are you ready to stay connected with your audience and move them closer to conversion?