Lead-nurturing email basics—3 important components

by | Jan 24, 2022 | Marketing, Public Relations

Emails that nurture leads allow companies to build relationships with potential consumers and guide them on their buying journey until they’re ready to become paying customers. This is one of the best strategies that businesses can use to generate more customers, and is a core element of email marketing and even a public relations campaign. That’s because lead-nurturing emails can greatly increase the chances of leads purchasing from a business, and businesses don’t have to rely on hope that customers will eventually buy a product. Instead, with a lead-nurturing email strategy, businesses can gently guide leads until they’re able to make that decision.

There are several different types of interactions that a lead can have with a business, including adding to their cart, taking advantage of a promotion, subscribing to an email newsletter, or communicating with a salesperson. A good strategy that companies can use throughout all of those stages is lead-nurturing, which is done by providing those potential consumers with valuable resources, reminders for them to make a purchase, or discount codes.

After creating a lead-nurturing sequence of emails, businesses can automatically trigger those  emails to send whenever a potential customer takes a certain action. For example, if they add something to their cart but then leave the website, the company can send to the customer an email reminder about the items they’ve left in their cart, and include in the email a limited time offer. Those types of emails will keep the potential customer engaged until they’re ready to make a purchase.

Valuable information

The first step that companies can take to create such emails is making sure they’re offering something valuable to leads, such as educational content. Since businesses are perceived as industry experts by customers, teaching them something new is one way to get those leads to continuously engage with businesses. Additionally, since in this case customers are learning from an authentic source, they’ll be happy to receive the company’s emails.


Instead of talking about a number of different things inside of a single email, each one should be focused on a single topic, and include a call to action (CTA). The content of each lead-nurturing email should be tied directly to the topic that the potential customer initially converted with. For instance, if a lead decided to download an eBook on gardening basics from a company’s website, to help them learn about and research the topic, the company’s first email could include tips and tricks for beginner gardeners. That way, the company would be speaking directly to potential customer’s .


Companies shouldn’t care about adding images or fonts to lead-nurturing emails. Instead,these emails should get leads to simply glance at the content and understand the value they’ll get by reading it. When a company adds unnecessary links or content, they can only end up increasing their unsubscribe rates, which decreases the performance of a campaign.  That means the flow of emails should be carefully planned, so that every email is personalized according to the lead’s stage of the buying journey.

Mike Paffmann
Mike Paffmann is CEO of Virgo-PR.