[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-lead-nurturing-emails":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",52580,{"id":24,"name":25},"author-0301142015","Canto","2021-01-20T16:40:40","2026-05-26T17:27:02","Email nurturing: How to turn leads into customers with targeted email campaigns","lead-nurturing-emails","Lead nurturing emails made easy (with examples)","Simple strategies to turn leads into customers and build trust in your brand with lead-nurturing emails. ","What is email nurturing? Email nurturing is a marketing strategy that uses a series of targeted, automated emails to guide prospects through the buying journey — building trust and keeping a brand top of mind until a lead is ready to purchase. Unlike one-off promotional messages, nurturing emails are triggered by user behavior or mapped […]","What is email nurturing? Email nurturing is a marketing strategy that uses a series of targeted, automated emails to guide...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-email-nurturing\">What is email nurturing?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Email nurturing is a marketing strategy that uses a series of targeted, automated emails to guide prospects through the buying journey — building trust and keeping a brand top of mind until a lead is ready to purchase. Unlike one-off promotional messages, nurturing emails are triggered by user behavior or mapped to specific stages of the sales funnel. The goal is to deliver relevant, timely content that moves leads closer to conversion without applying direct sales pressure.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fglossary\u002Fmarketing-resource-management\u002F\">Marketing resource management\u003C\u002Fa> (MRM) combines tools and processes that enable marketing teams to plan, execute, and measure campaigns with greater efficiency.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--why-lead-nurturing-emails-work\">Why lead-nurturing emails work\u003C\u002Fh2>\u003Ch3 class=\"wp-block-heading\">They keep the conversation going\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Even if they’re not ready to commit just yet, anyone who’s given you their email address is interested and wants to know more. It’s up to you to keep that conversation going. Delivering quality content straight to people’s inboxes keeps your brand at the top of their mind.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">They build familiarity and trust\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Consumers are more likely to buy from brands they recognize. Like a familiar friend, the more people know about a brand, the more they trust it. Lead-nurturing emails are a great way to build that relationship.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Help potential customers get to know you now, and they’ll be more likely to choose you over competitors when they’re ready to buy.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185952\u002Flead-nurturing-emails-laptop.jpg\" alt=\"A lead-nurturing email from Adobe on a laptop screen.\" class=\"wp-image-52618\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185952\u002Flead-nurturing-emails-laptop.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185952\u002Flead-nurturing-emails-laptop-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">They’re timed just right\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Femail-automation\u002F\">Email automation\u003C\u002Fa> makes it easy to time lead-nurturing campaigns precisely to each individual’s journey with your brand. Here’s how it works:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A potential customer shows interest in your brand. Maybe they signed up to a newsletter, downloaded a resource or booked a demo with your sales team.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This action triggers a series of lead-nurturing emails to keep them engaged.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">By the time they’re ready to make the purchase, your brand and products are an easy, familiar choice.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--examples-of-lead-nurturing-emails\">Examples of lead-nurturing emails\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">What kinds of emails work well in lead-nurturing campaigns? Here are some fantastic examples of lead-nurturing in action:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Casper shows off their expertise\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"382\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185953\u002Flead-nurturing-emails-casper.jpg\" alt=\"Screenshot of an email from Casper showing how to reset your sleep schedule.\" class=\"wp-image-52615\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185953\u002Flead-nurturing-emails-casper.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185953\u002Flead-nurturing-emails-casper-450x287.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A classic type of lead-nurturing email is the educational email. Educational content has two benefits. First, it highlights a brand’s expertise. Second, it provides a helpful resource subscribers will want to engage with.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This email from mattress company Casper reinforces their reputation as a company of sleep experts. It doesn’t even mention mattresses, because it has another job: building a specific \u003Ca href=\"\u002Fblog\u002Fbrand-image\u002F\">brand image\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Lead-nurturing emails should be perfectly aligned with a brand’s overall strategy, and Casper is 100% on-message here. They’ve made sleep science expertise a core part of their identity and highlight it across all their channels.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">By the time subscribers are ready to buy a mattress, they’ll feel confident the people who design Casper’s products know what it takes to ensure a good night’s sleep.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Patagonia highlights sustainable production\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"398\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185951\u002Flead-nurturing-emails-patagonia.jpg\" alt=\"Screenshot of a Patagonia email about turning fishing nets into hats.\" class=\"wp-image-52620\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185951\u002Flead-nurturing-emails-patagonia.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185951\u002Flead-nurturing-emails-patagonia-450x299.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Outdoor apparel brand Patagonia knows their customers care about protecting nature. After all, enjoying natural beauty is a big reason people go outdoors in the first place. As a result, many of Patagonia’s lead-nurturing emails show what they’re doing to reduce pollution and protect the environment.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">By highlighting sustainable production practices, Patagonia presents themselves as the ethical choice for outdoor clothing. That makes customers feel good about buying from Patagonia, and reminds them of the downsides of cheaper alternatives.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Brooks provides a helpful tool\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"539\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185953\u002Flead-nurturing-emails-brooks.jpg\" alt=\"Screenshot of a Brooks email promoting their online shoe finder.\" class=\"wp-image-52614\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185953\u002Flead-nurturing-emails-brooks.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185953\u002Flead-nurturing-emails-brooks-450x404.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Lead-nurturing emails offer the opportunity to give customers shopping online the same great advice you’d give them in-store. Let’s say someone has signed up for your newsletter, but hasn’t bought anything yet. They’re likely still in the research phase of their shopping experience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This email from Brooks directs people to the company’s \u003Ca href=\"https:\u002F\u002Fwww.brooksrunning.com\u002Fen_us\u002FShoeFinder\" target=\"_blank\" rel=\"noopener\">online shoe finder\u003C\u002Fa>, helping them find the perfect Brooks shoe to fit their running style. That way, when they’re ready to make a purchase, they’ll feel confident in their choice and remember a positive customer service experience.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Airbnb jumpstarts the imagination\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"436\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185954\u002Flead-nurturing-emails-airbnb.jpg\" alt=\"Screenshot of a lead-nurturing email from Airbnb featuring houseboats and ships.\" class=\"wp-image-52612\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185954\u002Flead-nurturing-emails-airbnb.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185954\u002Flead-nurturing-emails-airbnb-450x327.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Airbnb’s lead-nurturing emails inspire people to start planning their next vacation. This example (an ode to the houseboat) promises quirky travel off the beaten path, a key part of Airbnb’s image.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">By focusing on a type of accommodation instead of a specific destination, Airbnb appeals to a wide range of travelers. Need a quick change of scenery for the weekend? Find a houseboat nearby. Planning a romantic honeymoon? They’ve got houseboats in Paris. Yearning for an epic adventure? Let’s talk historic ocean schooners.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">What’s more, this email puts accommodation at the center of the trip. A hotel is just a place to sleep at night after a busy day of sight-seeing. A houseboat in South Africa is a destination unto itself.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Mailchimp tells a customer success story\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"459\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185951\u002Flead-nurturing-emails-mailchimp.jpg\" alt=\"Screenshot of a Mailchimp email highlighting a customer success story.\" class=\"wp-image-52619\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185951\u002Flead-nurturing-emails-mailchimp.jpg 400w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185951\u002Flead-nurturing-emails-mailchimp-392x450.jpg 392w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">So far we’ve looked at consumer brands, but lead nurturing is just as important in B2B marketing. This email from Mailchimp is a great example. It highlights quantifiable results, an especially compelling approach in B2B.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Every story also needs a protagonist, and a customer success story is a classic way to put a human face on impressive statistics. Marketers will recognize themselves in the team Mailchimp highlights and want to replicate their results. It’s a compelling case study: Who wouldn’t want to improve their \u003Ca href=\"\u002Fblog\u002Femail-click-through-rate\u002F\">email click-through rate\u003C\u002Fa> by 525%?\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Squarespace ensures free trial success\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"436\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185951\u002Flead-nurturing-emails-squarespace.jpg\" alt=\"Screenshot of a Squarespace email sent during a free trial.\" class=\"wp-image-52621\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185951\u002Flead-nurturing-emails-squarespace.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185951\u002Flead-nurturing-emails-squarespace-450x327.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Free trials present the ideal opportunity for lead-nurturing emails. When people enter their email to start the trial, it provides a clear trigger for an automated campaign.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Plus, someone starting a free trial is right on the verge of becoming a customer. Walking them through their trial to make sure it goes smoothly is well worth the effort.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A typical lead-nurturing campaign for a two-week free trial might looks something like this:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Email 1 – Welcome email\u003C\u002Fstrong>\u003Cbr \u002F>Welcome people to the trial with a short email, and provide a link to get started.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Email 2 – Introduction\u003C\u002Fstrong>\u003Cbr \u002F>Send another ‘how to get started’ email with a few easy tips. This reminds people to actually use their trial, since an unused trial won’t do them (or you) much good.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Email 3 – Highlight a core feature\u003C\u002Fstrong>\u003Cbr \u002F>Highlight one of your product’s most popular features.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Email 4 – Guides and tutorials\u003C\u002Fstrong>\u003Cbr \u002F>Provide links to more in-depth resources, like video tutorials.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Email 5 – Highlight an advanced Feature\u003C\u002Fstrong>\u003Cbr \u002F>Now that the trial user is familiar with your product, highlight some more advanced features they might want to try.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Email 6 – End date reminder\u003C\u002Fstrong>\u003Cbr \u002F>With a few days left, remind people that their trial is about to end.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Email 7 – Next steps\u003C\u002Fstrong>\u003Cbr \u002F>When the trial is over, guide them to their purchasing options or connect them with your sales team.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">J.Crew draws customers back to their carts\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"459\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185952\u002Flead-nurturing-emails-jcrew.jpg\" alt=\"Screenshot of a J. Crew abandoned cart email featuring a shirt.\" class=\"wp-image-52617\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185952\u002Flead-nurturing-emails-jcrew.jpg 400w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185952\u002Flead-nurturing-emails-jcrew-392x450.jpg 392w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Another great trigger for lead-nurturing emails is an abandoned cart. Customers putting an item in their cart have shown a strong interest and may just need a little nudge. You could try sweetening the pot with an extra incentive like free shipping, or simply remind them what they left behind.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Customized \u003Ca href=\"\u002Fblog\u002Fabandoned-cart-email\u002F\">abandoned cart emails\u003C\u002Fa> showcasing the actual items left in the cart are especially effective. With an abandoned cart, each person has shown you exactly which products they found appealing enough to (almost) buy.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--how-to-create-your-own-lead-nurturing-emails\">How to create your own lead-nurturing emails\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">As you’ve seen from examples above, there’s a lead-nurturing email for every brand and marketing situation. While there are no set rules for what a lead-nurturing campaign should include, there are a few things you should always keep in mind as you set off to create your own.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Put yourself in the customer’s shoes\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">While lead-nurturing emails are a chance to showcase your excellent products, don’t make them all about you. Instead, put the focus on the potential customer. What are their needs, and how can you help meet them?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you center campaigns around what you want, you risk pushing too hard and scaring people away. Instead, always ask yourself: How will our customers and potential customers benefit from this email?\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185954\u002Flead-nurturing-emails-adobe.jpg\" alt=\"A customer reads an email from Adobe on her phone.\" class=\"wp-image-52611\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185954\u002Flead-nurturing-emails-adobe.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185954\u002Flead-nurturing-emails-adobe-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Pay attention to cadence\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">In addition to choosing the right triggers for different kinds of lead-nurturing content, also pay attention to \u003Ca href=\"\u002Fblog\u002Femail-cadence\u002F\">email cadence\u003C\u002Fa>: Don’t send too many emails (or too few), and time key pieces of content strategically.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, a free trial nurture is limited in scope, so you’ll need to send out emails several times a week. The same aggressive cadence after a newsletter sign-up, however, comes on too strong. Over longer periods, once a week is a more comfortable cadence.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Let your personality shine through\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Finally, for customers to get to know you, you have to be yourself. Make sure your brand identity shines through consistently in every lead-nurturing email.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Have a bit of fun with it. Think outside the box and find creative ways to showcase your identity. If you enjoy creating your emails, people will enjoy reading them.\u003C\u002Fp>",7,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185952\u002Flead-nurturing-emails-feature.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185952\u002Flead-nurturing-emails-feature-450x263.jpg","A man in a white shirt plans an automated email cadence on a whiteboard.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190419\u002Fbenefits-of-email-marketing-feature-450x263.jpg",51019,"benefits-of-email-marketing","Benefits of email marketing: Why email is still a great way to reach your customers","What can email marketing do that other channels can’t? These benefits of email marketing show why it’s still a favorite of marketers everywhere. ","\u002Fblog\u002Fbenefits-of-email-marketing\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190014\u002Fwelcome-email-feature-450x263.jpg",52468,"welcome-email","First impressions matter: Welcome email examples to learn from","How do you write a great welcome email? These examples from top brands show how to start your email relationship off on the right foot.","\u002Fblog\u002Fwelcome-email\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190453\u002Flocal-email-marketing-feature-450x301.jpg",50552,"local-email-marketing","How local email marketing helps small businesses get customers through the door","Does your small business need a local email marketing strategy? Learn the basics you need to get started. ","\u002Fblog\u002Flocal-email-marketing\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789621304580]