How to Write a Nurture Email Sequence: Build Trust and Convert Leads
Learn how to write an effective, strategic nurture sequence that keeps leads engaged and guides them toward taking action.
Nurture emails take your readers by the hand and help lead them along your carefully-designed pathway to success.
A perfect time to send a nurture sequence is after someone signed up for a freebie. Nurture emails excite and motivate someone to take action towards the next step of your sales funnel. This may be to sign up for a free webinar, a coaching session, or your course - it all depends on where this person is in your funnel, and what the rest of your funnel looks like.
Keep in mind, there are many different instances that may call for nurture emails, and there are a variety of different types of nurture emails. This post will primarily focus on nurture emails that relate directly to your lead generation tool.
Crafting your nurture email sequence can take time and careful planning. Not to worry - I’ve got a series of tips to help you write emails that take your warm leads and transform them into paying customers.
- Keep Your Sales Funnel in Mind
- Relate Directly to the Freebie
- Break it Down into Separate Emails
- Write Your Pitch Email
- Structure of the Emails
- Frequency & Timing of the Emails
Keep Your Sales Funnel in Mind
The very first (and possibly the most important) thing to do is focus on the next step of your sales funnel - aka what you want your subscriber to do after they complete the lead generation tool and nurture sequence.
Your goal is to not only provide the reader with the proper resources, tools, and motivation to take them through completing the freebie. The primary objective here is to make it easy for them to say “yes” to whatever you have to offer next, especially if this is a paid offer.
The nurture email sequence should be so well crafted that they trust you to be the one to guide them on the rest of their journey.
Relate Directly to the Freebie
Ideally, you have already been thinking about how your freebie and your nurture email sequence are intertwined and ultimately serve your sales funnel. If not, no worries - we can do that now!
To get the most out of your nurture sequence, it is important to have these emails relate directly to the lead magnet your reader received. You know that they are already interested in the topic that the freebie covers, so let’s go ahead and run with that.
Throughout these emails, dive deeper into the same exact topic and assist them in completing the freebie.
Break it Down into Separate Emails
Think about the opt-in that your reader just received from you. What extra assistance might they need to complete it? Is there any additional information you could provide to either make it easier for them to complete or make their experience even better?
One option is to break down specific instructions for completing (or enhancing) the lead magnet. Here are some examples of what this could look like:
- Freebie: Grocery list, Nurture Emails: Recipes for each day of the week
- Freebie: Weekly hair care guide, Nurture Emails: Tutorials for each hair care method
- Freebie: Dog training stage outline, Nurture Emails: Additional advice and resources for each stage
Another option is to send nurture emails that provide additional information about the same topic as the freebie, but don’t necessarily hold the reader’s hand in completing it. Here are some emails that might fit well with your lead magnet:
- Quick teaching moment/mini lesson
- Your personal story of how you completed this step
- A case study of a past student, how they completed this step, and ultimately met success
- A testimonial of a past student
- Common mistakes related to the freebie topic
- Quick motivation/encouragement
Write Your Pitch Email
The last email in your nurture sequence should be your pitch email - the one that invites the reader to move to the next step in their journey. Again, depending on what your sales funnel looks like, this next step could be another free offer or a paid offer.
Since you’ve intentionally designed your nurture sequence to relate to your freebie and the next step in your sales funnel, your reader is primed to take you up on the next offer. Make sure to cover the following in your pitch email:
- Congratulate them: Take time to acknowledge their hard work completing the freebie
- Introduce your offer: Present your offer as the clear next step in their journey
- Share testimonials: build trust in your offer by showing that others have found it valuable and integral to their success
Structure of the Emails
Make your emails bite-sized and easily digestible. We want to motivate rather than overwhelm the reader.
Remember back to when you originally created your opt-in and how you focused on making it a quick, easy win? Nurture emails should be treated the same!
Frequency & Timing of the Emails
Your nurture emails should be sent in a cadence that makes the most sense for the accompanying lead magnet.
If your lead magnet has a clear timeline (like a weekly planner), send emails each day of the week until the timeline is complete.
The most important thing to keep in mind here is that we want the reader to complete the freebie quickly and move onto the next step. Nurture emails should guide the reader there without becoming too annoying or without going so long in between emails that the reader has completely forgotten about the freebie in the first place.
After you’ve completed writing your nurture sequence emails, it’s time to set up the sequence in your email marketing platform! Head over to the next blog post to get a step-by-step tutorial for how to set up your nurture sequence on Kit.
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More posts about creating your lead generation funnel:
Grow Your Email List: 8 Lead Generation Freebies for Course Creators
How to Create a Freebie - A Tutorial for Course Creators
6 Subtle Freebie Mistakes That Even 7-Figure Course Creators Still Make
Lead Magnet Delivery 101: An Opt-In Sequence for Course Creators - What to Include
Kit (ConvertKit) Tutorial for Course Creators: Build a Lead Magnet Form from Start to Finish
How to Write an Incentive Email: Deliver Your Freebie and Boost Confirmation Rates
How to Write a Welcome Email for Your Newsletter: Nail Your First Impression and Increase Open Rates
Kit Tutorial for Course Creators: Email Sequence and Automations to Turn Subscribers into Students
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