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5 Lead Nurturing Email Examples to Create a Winning Campaign

Lead nurturing emails are all about building ongoing relationships with your subscribers.

Your job is to create emails that guide customers down the sales funnel. Your subscribers’ job is to read your emails, click on relevant content, and buy from you over and over again.

But, here’s the thing.

While email marketing has some of the most impressive engagement rates of any digital marketing strategy and an outstanding ROI, effective lead nurturing takes hard work.

Successful lead nurturing emails require a proven email marketing strategy, proper list segmentation, and automation with the help of the right ESP (ahem... Sendlane).

To get started with high-converting lead nurturing emails, the best thing to do is to check out what leading email marketers are doing and copy them.

In this post, you will see examples of 5 excellent lead nurturing email sequences that are crushing in terms of lead nurturing.

5 Email lead nurturing sequence examples to inspire your strategy 

Let’s start with the bad news. Nearly 80% of new leads won’t purchase. 

But, here’s the good news for eCommerce marketers like you. Stats also show that brands that rock at lead nurturing generate 50% more sales-ready leads, and they do it at 33% lower costs. Not to mention, properly nurtured leads make 47% larger purchases than those who weren’t nurtured.

To help you start off on the right lead generation foot and boost those customer lifetime value rates, let’s look at some excellent lead nurturing emails that you can emulate.

In the following email content, you’ll see everything a good email service provider will offer you, including:

  • Personalization
  • Automation
  • Targeted content
  • Gorgeous design
  • Clear CTAs
  • And more!

It’s also critical to note that lead nurturing emails usually involve a sequence of emails—not just one email. As you look at these excellent examples, make a mental note of which part of the sales cycle the email is targeting. Then, try and think of an email that would make a good follow-up email.

Let’s take a closer look at 5 outstanding lead nurturing emails.

1. Send confirmation emails after opt-in

Requiring a double opt-in has two benefits. First, you make sure you’re only paying for subscribers that are real and are excited to hear from you. Second, you have an opportunity to start nurturing new leads from your first interaction.

A solid email marketing best practice is to trigger an automated “confirmation/thank you” message to let your readers know they have been added to your list and will be hearing from you.

Here’s where the lead nurturing strategy comes into play.

You don’t want to just say “thank you.” You want to say “thank you, and…” (i.e., thank you for subscribing, and head over to our page to start browsing our products now).

You already have the attention of your subscriber, so take the opportunity to encourage them to further engage with your brand. Here’s a good example of a great confirmation email from Penguin Classics.


This thank you email from Penguin classics is awesome. The copy thanks subscribers for joining the email newsletter, but doesn’t just leave it at that. This thank you email also invites new subscribers to take action and “discover more.”

The invitation to immediately browse books targets avid readers in the “awareness” part of the sales funnel and immediately moves them to the “interest” part of the sales funnel.

This is lead nurturing at its finest. As you create your double opt-in confirmation email, think of an invitation you can include to get your new subscribers to visit your eCommerce store.

2. Give new customers a warm welcome

One of the most critical types of automated emails is your welcome email. Once members of your target audience have opted into your list and you’ve sent them a quick “thank you for subscribing” email, you can follow up with a more robust welcome email sequence.

Here’s a good example of a welcome email from Casper.


This welcome email hits the lead nurturing nail on the head by providing a warm welcome and a call-to-action button that invites customers to browse products.

This welcome email also includes some other notable welcome email best practices:

  • A quick explanation of what they will receive from Casper as a subscriber
  • A helpful quick-tip
  • A promo code to encourage immediate purchases

When creating your first welcome email automation, Casper is not a bad brand to copy.

3. Celebrate with your customers on their anniversary

Did you know 80% of customers are more likely to buy from a brand that provides personalized experiences?

There are a lot of smart ways to personalize an email, including using the subscriber’s name in the subject line and throughout the email copy, creating dynamic content based on behavioral patterns, and making use of a subscriber’s location and time. 

But here’s an extra special way to provide personalized service via email marketing—make note of your customers’ special anniversaries and email them a congratulation. Anniversary emails include the anniversary of the year they joined your company, their birthday, their actual wedding anniversary, etc.

If you’re worried about the potential creep factor of knowing this information about your customers, don’t. Stats show that open rates for birthday messages are 3X higher than promotional emails. Open rates for anniversary emails were also 3X as high. 

People love anniversary emails. Every year, I get a birthday message from my dentist, and I love it. I’ve also stayed with my same dentist for over 15 years. Talk about lifetime customer value!

Here’s a great example of a celebratory birthday email from Puma.

Not only does this email make a big deal out of a birthday, but it also guides this subscriber down the sales funnel. How? The email provides a 20% discount (aka present) on the subscriber’s next purchase.

The best news is 77% of consumers spend $10 to $50 more than they intended to when they are redeeming a coupon. 

It’s safe to say that anniversary emails are a lead nurturing gold mine.

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4. Reward your customers to increase loyalty

eCommerce brands can make excellent use of rewards programs and email marketing to lead customers down the sales funnel and increase how much customers spend.

Here’s an example from the Gap


When you navigate to the Gap’s website for the first time, a lead magnet box appears on the landing page. You have the option to enter your contact information, including your email address in exchange for membership to the Gap’s rewards program where you earn 2 points for every $1 you spend. 

Here’s where the lead nurturing comes into play.
Once you’ve entered your email address, the Gap adds you to its rewards program email sequence, and you’ll start getting emails like the following email.


Rewards emails are an excellent way to nurture leads. Why? Customers are motivated to spend more to get more points. And, you can continually send email follow-ups with point balances, extra discounts, and more opportunities for customers to buy.

Research supports the benefits of reward programs in marketing campaigns:

  • 75% of consumers say they favor companies that offer rewards.
  • Over 58% of internet users say earning rewards and loyalty points is one of the most valued aspects of the shopping experience.
  • 87% of consumers are open to brands monitoring their activity details if it leads to more personalized rewards.

If you’re ready to generate more sales, consider a nurture email sequence with your rewards program.

5. Retarget abandoned cart shoppers with sleek reminders

Another prime opportunity to nurture leads is to send a series of cart-abandonment emails. 

If customers have spent time on your website and added something to their cart, it means they are interested. Stats also show that well-intended purchasers get easily distracted, as global cart abandonment rates are as high as 77%.

A customer abandoning their cart doesn’t mean they don’t want to buy from you. It means they need a little reminder. Here’s a great example of a cart abandonment email from quip.


Quip does a great job with a gentle follow-up nudge for customers to finish their purchase. The email makes it easy for the customer to return to their cart with the images of products left behind and saved in the cart. All the customer has to do is click on the “Shop Now” button.

Quip also sweetens the deal by providing a $10 off first refill to encourage customers to finish their purchases.

The amount of personalization and customization that goes into a cart abandonment seems incredible. Here’s the good news. A stellar ESP like Sendlane makes it easy for you to create emails that save individual customers’ cart data and pulls it into an automated email follow-up.

What seems like magic is simply the smart use of a tool like Sendlane that allows you to automate your emails.

How to create a lead nurturing email sequence

Your lead nurturing email sequence should be designed to provide value to your subscribers and help them learn about your brand. Here’s an example of what your sequence could look like:

Email 1: Thank you for signing up (+ any opt-in promise) 

Email 2: Introduce yourself, your business, and/or your team

Email 3: Valuable content that matches your subscriber’s interest

Email 4: Present your product and its benefits

Email 5: More value (Social proof’s great here!) 

Here’s how this sequence could look inside Sendlane’s automations builder! 

sendlane_automation_lead_nurture


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Ready to create a high-performing lead nurturing email campaign? Try Sendlane!

Here’s the truth. You can’t convert leads and boost open rates without lead nurturing emails. And, you can’t create an email marketing lead nurturing campaign without marketing automation, email list segmentation, personalization tools, and gorgeous email templates.

For this, you need Sendlane. You don’t have to take my word for it, though. Sendlane offers a 14-day free trial. Take Sendlane for a spin for free today and take your content to the next level. Sign up for a free trial.

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