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How to Create a Kick-Ass Email Lead Nurture Campaign

We recently received a flurry of requests to create email lead nurture campaigns – all because one client saw so much success with the campaign we created for her that she told everyone she knew. Talk about awesome word-of-mouth!

Because it’s very easy to get this wrong, I’ll walk you through the steps we use. First, let’s talk about what it is, when to use it and how it works.

What is an email lead nurture campaign?

It’s a set of emails (usually three or four) designed to build trust and get the recipient to take a specific action.

When do you use one?

Use an email lead nurture campaign to turn leads into prospects or drive sales.

How does it work?

Once you write the copy (more on this below), you set up the emails as an automated campaign in your email marketing platform. You also choose how quickly they go out. Typically, there are a few days between emails.

The first email goes out when it’s “triggered,” aka, someone submits their email address on your website to get something – maybe a download or promo code. In the last email, your goal is to upsell them on a bigger offer. It could be purchasing a product or service, setting up a consultation, or registering for an event – it just depends on your campaign goal.

How to create an email lead nurture campaign

Keep the copy short

It should only take the recipient 15 to 20 seconds to read the emails.

There are exceptions to this rule. One of the lead nurture campaigns we just worked on is for a 4-day retreat, with the goal of getting 8 professional women to register (that’s the max number of participants). The emails are a little longer, as they include details about the retreat, but only take about 30 seconds to read.

Provide something of value in each email

People will read your emails if you make it worth their while. Give away your knowledge with actionable tips. You can link to a blog post on your website if they want to read even more about the topic.

Your goal is to build trust with the recipients, demonstrate that you know your stuff and prove that you’re the best person to help them.

Use plain text email format

If you use a fancy template that your graphic designer created for you, people will instantly feel like they’re being “sold” – and it’ll turn them off from your emails.

Use the plain text format option for all email lead nurture campaigns. It’ll feel much more personal and inviting to the recipient.

Tap into FOMO (fear of missing out)

People are most likely to take the desired action if they’re afraid of missing out.

You can use testimonials and stats to show how beneficial it is to work with/buy from you. You can also point out how hard it is to do it yourself – and then remind them that you are an expert at this.

Write a great subject line

This is a must for all your email marketing. What will get people to open the email and learn more? (Hint: see above tip.)

Here’s a real-life example

Because it’s always nice to see a real-life example, below is the email lead nurture campaign that goes out when someone downloads one of our ebooks. It has a 70% open rate and 30.5% click-through rate. Have we gotten clients from it? Yes.

Email 1: Two days after ebook is downloaded

Subject line: Marketing tips for every major social media network

Hi <First Name>!

Thanks again for downloading our ebook, The Small Business Guide to Social Media Marketing.

The ebook outlines a proven eight step process for social media marketing that we developed to help our clients meet their business goals. It has also helped Jansen Communications enjoy a nice ROI, so I hope it helps your own small business kick ass on social media!

As you start putting together (or updating) your social media strategy, check out this blog post on a topic that I didn’t cover in the ebook –  tips for every major social network. You can find it here:

Happy socializing!

Monika Jansen

Head Kick-Ass Copywriter and Strategist

Email 2: One week after ebook is downloaded

Subject line: Quick tip: How to write more engaging social media copy

Hi again!

Now that you’re hard at work on your new social media strategy, I wanted to pass along a quick tip that can really make a difference to your engagement levels.

When you’re writing copy for your social posts, go beyond sharing headlines and links to your blogs. Instead, pull out a helpful tip or eye-catching statistic. This will grab your followers’ attention and encourage click-throughs to your website.

You can find more great tips like this in my Business Rules video series with Nicole Krug (all videos are super short!). Check out this one on five easy ways to boost social media engagement:

Happy socializing!

Monika Jansen

Head Kick Ass Copywriter and Strategist

Email 3: Two weeks after ebook is downloaded

Subject line: Ready to take your social media marketing to the next level?

Hi again!

How is your social media marketing going? Are you seeing more engagement? Feeling more confident that it will help you realize your business goals?

Or are you feeling even more overwhelmed?

It’s true – social media marketing requires a lot of time and effort. But the results can be mind-blowing.

Because I really want to see you succeed with social media marketing – and because you downloaded my ebook – I’d love to offer you a free social media marketing consultation. We’ll review your current efforts, including what you’re doing well and what you could improve.

We can also discuss how our social media marketing service can help your small business drive results and ROI.

Schedule your social media marketing consultation today!

Talk soon,

Monika Jansen

Head Kick Ass Copywriter and Strategist


If you need help with setting up an email lead nurture campaign, give us a shout.

Photo by from Pexels

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