Don’t let your leads go cold. To keep them moving through the marketing funnel, strengthen your lead nurturing email campaign.
Your emails shouldn’t feel like a disturbance, instead, they should make your customers feel valued and engaged at every stage of their journey.
Curious browsers, past buyers, and occasional shoppers all need a different kind of nudge. Hence, the right lead nurturing email example can help turn passive interest into lasting customer relationships.
In this blog, we’ll share 14 lead nurturing email examples designed to guide, engage, and re-engage your audience effectively.
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What Is a Lead Nurturing Email?
A lead nurturing email are automated messages designed to build trust and maintain engagement with potential customers who haven’t engaged with your brand in long time.
Consequently, this email marketing is not about pushing for an immediate sale. Instead, it focuses on delivering value, addressing concerns, and guiding leads through their buyer journey at their own pace.
Remember, when you send a nurture email, you’re not trying to close a sale, but to keep the conversation going. Thus, think of it as a friendly chat and not a sales pitch.
Email lead nurturing is about building trust slowly, with consistency and respect. As a result, your brand will be at the top of mind when your customers need something.
Hence, your email workflow should feel genuine and organic for customers, not pushy or aggressive.
Benefits of Lead Nurturing Email Marketing
The benefits of lead nurturing email marketing are:
- Reduce customer acquisition costs: It is all about staying connected with your existing leads. Therefore, the need to grow the email list constantly is low.
- Increase repeat purchases: All you have to do is remind past customers of their good experience with your brand. As a result, repeat purchases will increase.
- Brand loyalty: By constantly keeping in touch, you can turn casual customers into loyal ones.
- Improve your email ROI: With perfectly timed messages, your lead nurturing email examples will return twice your traditional ads.
Furthermore, over time, people will start replying, sharing your content, or coming back to buy again without prompting.
To save your time and increase efficiency, you can automate all this using email marketing software.
14 Best Lead Nurturing Email Examples
Here are some of the best lead nurturing email examples that can inspire you
1. Welcome Lead Nurturing Email Example
You can send this welcome email as soon as a customer joins your email list.
This onboarding email sequence starter should introduce your brand like you’re telling a friend. Hence, include why you started rather than what.
Emotion to aim for: Making the lead feel personally understood and seen
Ever Eden’s welcome lead nurturing email example beautifully sets the tone for what customers can expect from the brand. It goes beyond a basic introduction by clearly highlighting the brand’s purpose: safe, organic self-care for kids.
Additionally, it also explains how it stands apart from competitors. Furthermore, this kind of customer journey email not only informs but also resonates emotionally. Thus, the brand will stay with them long after the email is closed.
2. Educational Lead Nurturing Email Templates
Very early in the customer lifecycle marketing journey, you ought to establish where your expertise lies. Consequently, this will help your customers know how you can benefit them, and they will be motivated to explore.
Emotion to aim for: Building trust in the brand
Busuu’s email nurture campaign example is best to showcase clarity and guidance. It is a concise copy that educates without overwhelming. Hence, it sets clear expectations from the start.
Moreover, the CTA directs the users toward the next step in their journey. This kind of streamlined messaging is ideal for email open rate optimization, as recipients will surely engage.
3. Product Demo or Free Trial Invite: Email Nurture Campaign
When your leads are showing interest but haven’t committed, then the best way to nudge them an action is through offering them free invites to a trial.
Emotion to aim for: Fostering interest to learn more or explore further
Adidas stands out when it comes to email marketing strategies. With this lead nurturing email campaign example, they keep it classy, but get to the point right at the start, i.e., they offer everything exclusive.
Additionally, they strategically place their CTA that is offering a peek without pressure rather than forcing a purchase.
4. First Order Discount: Email Example for Lead Nurturing
This lead nurturing technique works best when someone is engaging but hasn’t purchased.
In this phase, your customer may be unsure if the brand is right for them, so offer an attractive discount to make their decision easy.
Emotion to aim for: Motivating the lead to take the next step with positivity
Related Reading: Learn how to craft high-converting discount emails with our blog: Best Discount Email Templates + Examples
Wildist knows exactly how to speak to their audience. In this example of a good lead nurturing email, the CTA doesn’t say “Buy Now”. Instead, it subtly offers value with a “Save” button.
This is lead nurturing email marketing template minimal, clean, and persuasive without being pushy. Thus, it clearly focuses on long-term engagement rather than short-term conversions.
5. New Product or Feature Announcement
When you have something genuinely new to share, email campaigns are the easiest way to reach people. Thus, this approach helps you engage and nurture both your active and passive leads seamlessly.
Emotion to aim for: Creating anticipation about what’s coming or what’s possible
Huel nails building curiosity in this lead nurturing email example. By showing a blurred image of the upcoming product, they create an interest without revealing too much.
What makes this email nurture campaign template stand out is the clear communication of what to expect and when. Additionally, the CTA is smartly placed, inviting users to set a reminder instead of pushing for an immediate sale.
6. Personalized Product Recommendations
After the first purchase or significant browsing, the best way to reengage your customers is by sending them personalized recommendations. In fact, personalized email content warrants the highest open rates in e-commerce email marketing.
Emotion to aim for: Helping the lead uncover a new solution or benefit
Cole Haan’s email opens by acknowledging the customer’s taste. Thus, it will surely spark curiosity and emotional connection. Following that, the product suggestions feel thoughtfully curated based on previous behavior, rather than randomly selected.
Additionally, they subtly introduce new arrivals alongside a discount. Subsequently, this creates a sense of exclusivity.
This is the best lead nurturing email example for a B2C brand that combines email personalization with smart selling.
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7. Limited-Time Offer or Seasonal Promotion
During natural buying seasons like Christmas or black friday, you can up your email content strategy. Or you can simply create urgency with timed offers. This is a good chance to nurture cold leads.
Emotion to aim for: Framing the message as a chance, not a loss
The approach of Devialet in this email drip campaign is direct and effective. The subject line encourages self-indulgence with a good offer. Following that, a well-defined time window is mentioned to create urgency.
What you can highly appreciate here is transparency. It clearly states the products are refurbished and even explains why that’s a smart choice.
It’s a good marketing automation example that shows how simplicity can still drive conversions.
8. Customer Testimonials or Case Studies
Some leads need social proof to feel confident. Thus, it is important in lead nurturing email sequence. In fact, sales funnel emails with customer feedback get the best results.
Therefore, ensure it is relatable for those nurturing warm leads who need to see others succeed first.
Emotion to aim for: Easing doubts and reinforcing that they’re on the right path
Theragun brilliantly uses social proof in this lead nurturing email template by spotlighting a powerful endorsement from Oprah herself. As a result, this instantly builds credibility and grabs attention.
However, they don’t rely solely on fame but back it up with real product benefits and standout service features like fast shipping and a money-back guarantee.
In addition, it also acts as an effective customer retention email by reminding them why they chose Theragun.
9. Feedback or Survey Request
After engagement or purchase, reach out to customers to know their views. You must be honest about wanting to improve.
Thus, you can build relationships through this email content strategy as it values customer opinion.
Make it an automated order follow-up email after purchase to get valuable insights.
Emotion to aim for: Making the lead feel important and appreciated
Best Day Brewing keeps it simple in this email example for lead nurturing. It focuses on post-purchase email engagement.
Instead of overwhelming the customer with redirects or lengthy surveys, they ask for feedback directly in the email.
This clarity and ease make it an excellent email engagement strategy. Thus, encourages more users to respond.
10. Re-engagement Email (Win Back)
Getting a customer to purchase with you again is the biggest part of lead nurturing. Furthermore, it is also crucial as this email decides the future of the customer with you.
Hence, it is wise to use email segmentation techniques and send the right email to nurture sales leads. Thus, encouraging customers to get back to you.
Emotion to aim for: Rekindling interest from leads who’ve gone quiet.
Belgian Boys hits the right balance between charm and subtlety in this email lead nurturing example. With delightful visuals and a casual “just saying hi” tone, it feels more like a friendly nudge than a pushy sales message.
It serves as one of those important email touchpoints for leads that keeps your brand top-of-mind without overwhelming the recipient. Thus, it’s ideal for re-engaging passive customers in a gentle, visually appealing way.
11. Birthday or Anniversary Milestone Email
Wishing someone on their special day is the easiest way to form a personal connection. More than marketing your brand, such personalized email content helps with maintaining good customer relationships.
Emotion to aim for: Highlighting a milestone or achievement to share joy.
Nintendo delivers a good example of lead nurturing email by combining celebration with value.
They are sending birthday wishes along with free coins and an exclusive 15% discount. Thus seamlessly blending personalization and incentive.
In addition, it also offers free digital printables and wallpapers. This is a textbook case of creating personalized lead nurturing emails. Subsequently, it not only makes customers happy but also acts as a lead conversion email effectively.
12. Event Invitation Email (Webinars, Workshops)
When you have anything exciting or new to share, make your customers part of it live. However, be crystal clear about what value they will get from attending.
Moreover, make signups easy and the tone welcoming in these nurture campaign examples.
Emotion to aim for: Highlighting a milestone or achievement to share joy.
Canva’s event-focused email is one of the best lead nurturing email examples for B2B. They clearly outline each session and highlight notable speakers. Thus bringing value upfront.
The structured layout visually ensures that no detail goes unnoticed. Furthermore, the prominent CTA at the top drives immediate action.
In B2B email marketing, adding such value can nurture email lists effectively. Hence, it is a smart way of creating an email marketing funnel for conversion.
13. Insights Newsletter: B2B Lead Nurturing Email Example
It is important to regularly establish thought leadership in your industry. For this, creating newsletters can be the biggest help.
Firstly, you can curate the most relevant trends for your audience. Then, explain why these matter in plain language when nurturing cold leads.
Emotion to aim for: Providing useful insights to help them make informed decisions
Headway delivers a lead nurturing email example that aligns perfectly with the theme of personal growth. The email hooks readers with a motivating message, “power up your self-growth”.
Following that, there is a list of curated blog links that are not only relevant but also come with brief descriptions to guide reader choice.
As part of email automation, this format is both helpful and user-first. Thus, a smart move to build long-term engagement.
14. Entertaining Content Email
Such an email marketing campaign can include a Quiz, Behind-the-Scenes, GIFs, etc. It is a good email engagement strategy to build an emotional connection between purchases.
Emotion to aim for: Surprising the lead with something unexpected or thoughtful.
Hawthorne blends entertainment with purpose in this clever email lead generation strategy.
The email tempts readers with a personalized experience, a quiz to discover their ideal skincare match. Consequently, this approach adds a layer of curiosity and interaction. Thus, encouraging potential leads to engage without any pressure.
It’s a fun yet high-potential opportunity to convert a lead into a sale.
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Conclusion
You don’t have to create the perfect lead nurturing email example overnight. Just show up with care. Your people will feel it.
Relationship-driven email marketing is a long process. Maintain a consistent brand voice with value. As a result, you can easily nurture your leads and outperform the competition.
Also Read
- 9 Best Win-Back Email Examples that Retain Customers
- 11 Best E-commerce Email Templates + Examples
- 9 Great Call To Action Examples For Your eCommerce Store
- 15 Best Email Marketing Examples For 2025
Frequently Asked Questions
To write effective lead nurturing emails, identify where the lead is in the funnel and how you can engage with them. Then, use engaging subject lines, add valuable content with a strong CTA.
The best lead nurturing email strategies for e-commerce are to segment your audience based on their position in the sales funnel. Then, you can automate email workflows. Make sure your content aligns with the buying behavior and journey stage of the customer.
You can choose the timing and frequency of lead nurturing emails based on user behaviour. Considerably, avoid spamming. To maintain frequency, send 1 or 2 emails per week.
The email marketing metrics to track for lead nurturing email success are open rates, click-through rates (CTR), conversion rates, and unsubscribe rates. Furthermore, you should monitor customer engagement to check if leads are converting.
Lead generation is the process of attracting and capturing new leads, while lead nurturing involves building relationships with already present leads. The goal of generating is creating awareness. The goal of nurturing is to turn interest into action.
