Most leads never become customers because purchase decisions are complex, not linear. 

You have to nurture your leads, becoming the “help department” instead of the “marketing department,” so that when they’re ready to buy, your brand is their first choice. 

Turning leads into customers involves offering relevant content, supporting and educating them, and maintaining a sense of delight as they move through the different stages in the sales funnel. 

And the best way to run lead nurturing email campaigns? Email. According to Ascend2’s The State of Lead Nurturing report, 69% of marketers use email as their #1 channel to nurture leads.

Good lead nurturing emails encourage and entice customers to continue interacting with your brand or motivate them to make a purchase. And to help you get started, we’ll look at 15 different examples and break down what works for these brands with helpful tips so you can emulate that tactic:

  • The “welcome” email
  • The “first order discount” email
  • The “timed discount” email
  • The “why I do this” email
  • The “behind the scenes” email
  • The “freebie” email
  • The “personality quiz” email
  • The “free gift with purchase” email
  • The “helpful tips” email
  • The “curated products” email
  • The “what to expect” email
  • The “social proof” email
  • The “trending now” email
  • The “FOMO” email
  • The “free workshop” email

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15 amazing lead nurturing email examples your customers will click on

A lead nurturing email is any email that helps you build trust with email subscribers or motivate them to try or buy your product. And in order to be effective, each email you send must be personalized, have a clear purpose, include a call to action and be sent in a timely manner. 

Use these lead nurturing examples below as an inspiration to create a sequence of emails that takes leads from window shopper to customer without being pushy.

1. The “welcome” email

Welcome emails are the perfect way to set the right tone for your relationship with potential customers. This is where you want to address why subscribers should engage with your business in the first place.

7 Wayfinders, a family travel blog, sends out a short and effective welcome email to new subscribers. Leslie, the founder of 7 Wayfinders, enthusiastically welcomes the reader in both the subject line and the body of the email.

Why this email works:

  • The email addresses subscribers’ pain points and has a clear goal—to show that it is possible to travel with kids.
  • The email feels personal because Leslie draws from her personal experience traveling with her husband and their kids. 
  • New leads have a way to easily connect with Leslie by texting the number provided or following her on social media.
  • Leslie’s choice of words in her email sign-off —“We are thrilled to have you follow along and get to know you more”—is a signal to subscribers that the relationship isn’t purely business. 

2. The “first order discount” email

The “first-order” discount is a great example of a loss leader—selling products at a reduced price to attract new customers. And many (if not most) consumers have come to expect this when shopping in an online store. Offering a discount on the first order lowers the purchase risk and encourages shoppers to buy more, increasing your average order value.

Go to Bed sells 100% cotton jersey fitted cot sheets and in their lead nurturing campaign, they offer new leads a standard 10% discount on their first order.

Why this email works:

  • By getting a discount immediately after signing up, the subscriber is given a sense of instant gratification.
  • The call to action is clear and direct.
  • Offering discounts preemptively can also reduce abandoned cart rates.

3. The “timed discount” email

Get this: 88% of US consumers use a coupon while shopping, which means offering a discount is a powerful strategy. If potential customers are waiting for a discount to complete their purchase or have abandoned their cart due to high prices, this approach can incentivize them to come back. Plus, making the discount time-bound encourages shoppers to take action immediately.

Hair For The Girls sells natural textured hair extensions and wigs, and they make good use of this tried and tested strategy in this lead nurturing email example.

Why this email works:

  • The simple email gets straight to the point with “Cheers to the weekend” and “take 15% off.”
  • The terms and conditions of the offer are clearly defined.
  • The call to action is clear and direct.
  • The visuals show off the product and give buyers an idea of how the extensions could look on them.

4. The “why I do this” email

If you want to get a leg up over your competitor, focus on your why and share it with potential customers. Building a connection with your subscribers has a direct impact on sales; in fact, 76% of consumers report that they would buy from a brand that they feel connected to over a competitor.

Joelle Elizabeth, the founder of Jo & Co, offers branding photography and coaching services for women. In her email to potential clients, she explains why she does boudoir photography. This engaging story helps her build a real connection with the audience.

Why this email works:

  • The email isn’t salesy, even though the story is designed to be a subtle sell for her services. 
  • The benefit of boudoir shoots is clearly mentioned.
  • There’s a link to Jo & Co’s Instagram so users can see real examples of her work.

5. The “behind the scenes” email

Giving a glimpse into what’s going on behind the scenes can help you build an emotional connection between the people and the products. And as we mentioned earlier, people are more likely to spend money on a brand they feel connected to.

The Little Posy Co., a flower delivery service, goes behind the scenes in their monthly journal and introduces readers to the growers—a smart approach, seeing as 62% of people like learning about the people who make up the brand.

Why this email works:

  • The email reminds readers that The Little Posy Co.’s flowers are sourced organically and grown with great care. 
  • The product images support the narrative and show potential customers what their flowers will look like.
  • The transitional call to action encourages readers to check out the journal to read more of these behind-the-scenes stories. 

If you’re short on time and resources but still want to add some extra oomph to your email with images and GIFs, use Flodesk’s Giphy and Unsplash integration to add high-quality visuals to your lead nurturing email.

6. The “freebie” email

Freebies invoke the principle of reciprocity, meaning people are more inclined to give back after they receive something free. You can also use a freebie to give a window into the quality of your paid services, allaying any concerns subscribers may have. Consider creating helpful how-to guides for your customers that can convince them that what you’re offering is worth their money and time.

TaJuanna, the founder of the business coaching and consulting service Bootstrap Dreams, offers a free workbook to her subscribers in this lead nurturing email.

Why this email works:

  • The email is short and gets straight to the point.
  • The call to action is direct and simple.
  • The copy highlights the expected outcome of taking action: “Start getting clear on your business superpower.”

7. The “personality quiz” email

Personality quizzes can be a great way to connect with and engage your subscribers. People love taking quizzes because it gives them a chance to learn something new about themselves or their business.

You can also tie quiz results to the products you offer, increasing your conversion rate. For example, if you sell hair products, create a “Which celebrity hair type do I have?” quiz. Then you can show potential customers which products they can use to manage their hair type.

The Fearless Chase is a business-education and community-focused membership platform. In this email, they use a Buzzfeed-style personality quiz to nurture leads.

Why this email works:

  • The quiz includes characters that the target audience can resonate with. 
  • The copy relays what to expect from the quiz and potential next steps.
  • The email also encourages people to respond with their results, which ultimately helps build a personal connection.

8. The “free gift with purchase” email

The free gift with purchase (GWP) gives first-time buyers more value for their money. Research shows that this type of email campaign increases the perceived value of the main item and the likelihood of repeat purchases.

Haume, a Black-owned lifestyle and decor brand, offers a little gift when customers purchase a product.

Why this email works:

  • The copy makes an authentic attempt at connecting with readers by pointing out that they notice every time someone signs up for the newsletter
  • The email also shares a glimpse of other products that can entice potential shoppers. 
  • The call to action is clear and direct.

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9. The “helpful tips” email

Offering your subscriber helpful tips is a great way to nurture your relationship with them. By shifting focus away from the paid services and offering timely and valuable content for free, your readers are more likely to trust your business and ultimately become a paying customer.

Her First $100k, a financial feminism movement founded by Tori Dunlap, focuses on educating readers first and then offers a relevant package that can help achieve a specific goal in its lead nurturing campaigns.

Why this email works:

  • The “5 signs you should quit your job” is timely given the ongoing Great Resignation.
  • The package comes across as a helpful add-on.
  • The value of the content and the package is clearly outlined.
  • There’s a link to Instagram where readers can find more helpful and educational content.

10. The “curated products” email

Having lots of options to pick from isn’t always a good thing. When given numerous options to choose from, buyers begin to second guess their choices and even end up regretting their decision. In some cases, they may become so overwhelmed that they give up entirely.

So while it may seem counterintuitive, offering your subscribers a carefully selected list of products instead of suggesting they shop the entire store can turn passive browsers into active customers.

Everything Just Baked, a Black-owned bakery, helps its subscribers make a decision by sharing a curated list of baked goods.

Why this email works:

  • The email only offers 4 cookies to potential buyers.
  • The calls-to-action are fun and not salesy.
  • The product descriptions are personalized and playful.

11. The “what to expect” email

A first-time customer is often skeptical of the promises online programs make. Questions about price, quality of service, and expected outcomes can deter them from taking action. Offering transparency into the process and what the course entails can ease some of those concerns.

Laylee Emadi, an educator for creatives, sent the following email sharing what leads can expect from her courses, with detailed information about each unit as well as a video with answers to FAQs.

Why this email works:

  • Answering FAQs helps eliminate potential roadblocks that may prevent leads from making a purchase.
  • The offer is sweetened with exclusive access to training sessions with live guests. 
  • The email ends with the main learning outcome for enrollers.

12. The “social proof” email

Social proof helps build trust and can lead to increased sales—rating and reviews are the most important factor in purchase decisions, according to the Power of Reviews survey. You can also turn to user-generated content to influence purchases.

Poor Little It Girl, a personal style and shopping blog by Cathy Peshek, uses reviews to demonstrate the value of product recommendations.

Why this email works:

  • The email doesn’t expect readers to take the recommendation as-is, using a rave customer review for further proof. 
  • Potential customers can also click on the “Read More” button to see more such reviews.
  • The calls to action are direct and simple.

People are often obsessed with trends because it inherently means joining a group and having a sense of belonging. It also helps avoid choice paralysis by offering a clear way forward for those overwhelmed by the sheer number of options. 

Your “Trending Now” email can involve showcasing top-selling products or predicting new fashion trends before they take off with the masses.

Inkbox, a company that makes semi-permanent tattoos, uses the following lead nurturing email to share what’s in vogue with its subscribers.

Why this email works:

  • The email explains the snake charmer tattoo trend and then offers corresponding designs to choose from.
  • Eye-catching photos are used to showcase the products.
  • Clear and direct calls to action are used throughout the email.

14. The “FOMO” email

Invoking the fear of missing out (FOMO), another tried and tested strategy, is a great tactic to get leads who have been on the fence to jump in and try the product. Since we’re a risk-averse species, we can’t resist the urge to pounce on discounts for the fear that we may regret not making that purchase in the future.

Equator Coffees invokes FOMO with this “last chance for discount” email.

Why this email works:

  • The fear of missing out on significant discounts acts as a motivator to make a purchase. 
  • The discounts help rationalize the price of coffee blends to potential buyers.
  • The offer is tied to an important event (Father’s Day) which encourages people to buy the coffee as a gift.

15. The “free workshop” email

Workshops let people see the value of the content your business is creating, which can then convince them to make a purchase. The workshops themselves are also a great way to build authentic relationships with potential customers and uncover their needs.

The Financial Diet, founded by Chelsea Fagan, is a digital destination for young women to talk about money. This email acts as a nice reminder to subscribers about an upcoming workshop and encourages them to join in.

Why this email works:

  • The email offers complete transparency on what to expect from the workshop and who it’s for.
  • The copy also addresses the pain points—“Graduating from college is an anxiety-inducing time”
  • The CTA is bolded and highlighted to encourage more clicks. 

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Use Flodesk for your lead nurturing emails

Flodesk helps small business owners design emails consumers love to receive. You can use the ready-to-send email templates and immersive forms to build your email list, engage your audience and convert leads into paying customers—all without a website.  

Through Flodesk’s workflows, you can automate lead magnet delivery and welcome email sequences so your lead nurturing email campaign runs like clockwork.  

And at just $38/month, you can send unlimited emails to unlimited subscribers and have unlimited access to all features, unlike other email platforms that charge you more as you grow. Try Flodesk free for 30 days.