10 Best Examples for Nurturing Leads Through Email Marketing

Email marketing is a powerful tool for lead nurturing, helping businesses guide prospects through the buyer’s journey and build lasting relationships. When done right, it keeps your brand top-of-mind, educates leads, and ultimately converts them into loyal customers.

In this article, we’ll explore 10 real-world examples of lead nurturing emails that stand out for their strategy, execution, and results. Use these as inspiration to craft your effective campaigns.

1. Welcome Emails with Clear Next Steps

Example: HubSpot

Why It Works: HubSpot sends a personalized welcome email when a user signs up for their platform. The email introduces the brand, highlights key features, and provides a clear next step, such as accessing a free resource or scheduling a demo.

Key Elements:

• A friendly greeting to build rapport.
• Links to relevant resources or tools.
• A clear CTA, such as “Get Started” or “Watch This Demo.”

Pro Tip: Keep your welcome emails concise and actionable. You aim to make a strong first impression and guide the lead toward their next interaction with your brand.

2. Drip Campaigns for Educating Leads

Example: Mailchimp

Why It Works: Mailchimp’s drip campaigns provide step-by-step guidance for new users. Each email focuses on one aspect of the platform, such as setting up campaigns, analyzing performance, or integrating with other tools.

Key Elements:

• A sequential approach that educates leads over time.
• Visual aids like screenshots or video tutorials.
• A CTA encourages users to explore specific features.

Pro Tip: Space out your drip emails to avoid overwhelming your leads. Two to three days between emails is often ideal.

3. Personalized Product Recommendations

Example: Amazon Business

Why It Works: Amazon Business sends personalized emails based on user behavior, such as browsing history or previous purchases. These emails recommend products or services that align with the lead’s interests.

Key Elements:

• Dynamic content tailored to individual preferences.
• Clear visuals showcasing the recommended products.
• A CTA to explore the recommendations further, like “See More Products Like This.”

Pro Tip: Use AI-powered tools to analyze customer data and automate personalized recommendations.

4. Exclusive Content for Lead Engagement

Example: LinkedIn Learning

Why It Works: LinkedIn Learning sends curated lists of courses tailored to users’ interests or industries. These emails position the platform as a valuable resource for professional development.

Key Elements:

• Exclusive, high-value content (e.g., eBooks, webinars, or whitepapers).
• Subject lines emphasize exclusivity, like “Just for You: Top Marketing Courses.”
• A strong CTA to access the content.

Pro Tip: Offering exclusive b2b content makes leads feel valued and helps establish your brand as an authority.

5. Event Invitations for Engagement

Example: Salesforce

Why It Works: Salesforce invites leads to exclusive webinars or industry events, focusing on topics that address common pain points. This approach fosters engagement and positions Salesforce as a thought leader.

Key Elements:

• A compelling subject line, such as “Join Us for the Future of CRM.”
• Details about the event (date, time, agenda).
• A registration link is prominently displayed as a CTA.

Pro Tip: Use email automation to send follow-up reminders to ensure maximum attendance.

6. Testimonials and Case Studies for Social Proof

Example: Slack

Why It Works: Slack sends emails showcasing success stories from companies that have implemented their platform. These emails highlight measurable results, such as increased productivity or streamlined communication.

Key Elements:

• A compelling story featuring a relatable customer.
• Quantifiable results, like “Productivity Increased by 35%.”
• A CTA encourages leads to learn more or schedule a demo.

Pro Tip: Use case studies relevant to the lead’s industry to make the email more relatable.

7. Re-Engagement Campaigns for Dormant Leads

Example: Canva

Why It Works: Canva’s re-engagement emails are playful and inviting, often featuring headlines like “We Miss You!” They remind users of Canva’s value and offer a simple way to get back on track.

Key Elements:

• A warm and friendly tone.
• An incentive to re-engage, such as a free trial or exclusive feature.
• A CTA encourages immediate action, like “Design Your Next Project.”

Pro Tip: Use humor or empathy to capture the attention of dormant leads and re-establish a connection.

8. Milestone Emails for Building Relationships

Example: Asana

Why It Works: Asana celebrates user milestones, such as completing a certain number of projects or being part of the platform for a year. These emails reinforce positive emotions and strengthen the customer relationship.

Key Elements:

• A personalized message congratulating the lead.
• A focus on their achievements using the product.
• Suggestions for the next step, like upgrading to a premium plan.

Pro Tip: Milestone emails can also be used to upsell or cross-sell in a non-intrusive way.

9. Limited-Time Offers for Driving Urgency

Example: Adobe Creative Cloud

Why It Works: Adobe sends emails promoting limited-time discounts or exclusive offers. The sense of urgency encourages people to take immediate action.

Key Elements:

• A time-sensitive subject line, like “Only 24 Hours Left to Save 30%.”
• Clear visuals highlighting the offer.
• A prominent CTA such as “Claim Your Discount Now.”

Pro Tip: Combine limited-time offers with countdown timers in the email to visually reinforce the urgency.

10. Surveys and Feedback Requests

Example: Zoom

Why It Works: Zoom sends follow-up emails asking users for feedback after a free trial or webinar. This not only engages the lead but also provides valuable insights into their needs and preferences.

Key Elements:

• A friendly request for input, like “We’d Love to Hear Your Thoughts!”
• A short, easy-to-complete survey.
• A CTA to submit feedback, often with an incentive like a free resource.

Pro Tip: Use survey data to segment your leads and deliver more personalized follow-up emails.

Conclusion

Lead nurturing through email marketing is both an art and a science. The best campaigns focus on adding value, building trust, and guiding leads toward a decision at their own pace. Whether it’s through personalized product recommendations, exclusive content, or timely re-engagement efforts, these examples demonstrate how thoughtful email strategies can drive results.

Start applying these ideas to your campaigns today, and watch your leads transform into loyal customers!

Which of these email strategies are you most excited to try? Share your thoughts below!