Read our complete guide to nurture emails. It includes best practices, sample templates, and tips on writing nurture emails that’ll improve sales conversion rates!

What is a Nurture Email? The Complete Guide

In today’s digital age, marketers have many tools and technologies to reach their target audience. However, despite the advancements, email marketing remains one of the most effective ways to connect with customers and prospects. In particular, nurture emails have emerged as a powerful tool for building and maintaining relationships with leads. In this blog, we’ll explore what nurture emails are, their purpose, how to write them, and provide some examples.

What is a nurture email?

A nurture email is an email that is specifically designed to provide value to a lead at different stages of their buying journey. Unlike a promotional email, which is often sent to a large group of people at once, a nurture email is tailored to the specific needs and interests of your audience. Its purpose is to build trust and credibility with the lead over time, ultimately leading to a purchase decision. In essence, nurture emails help move leads through the sales funnel by providing relevant and valuable information that addresses their pain points and challenges.

What is a nurture email’s purpose? (Why is it important? And what are nurture campaigns?)

A nurture email aims to build a relationship with a prospect. You can use a nurture email to educate, engage and offer value. You don’t want to push for an immediate sale. If you push too hard, you will likely lose the potential lead. Instead, you want to maintain the lead’s interest in the brand or product and subtly guide them through the buyer’s journey. Sounds simple right? Not always, as we will learn.

By providing consistent, personalized content, the lead is more likely to trust you and your brand and eventually make a purchase. Nurture email campaigns are an essential component of any successful email marketing strategy, as they can significantly increase conversion rates and ROI.

How do you write a nurturing email? (What elements should it include?)

Effective nurture emails require a thoughtful approach and a clear understanding of the target audience’s needs and interests. Here are some elements to consider when writing a nurturing email:

Subject Line:

The subject line is the first impression the recipient will have of the email, so you need to ensure it is engaging and relevant. Consider personalizing the subject line with the recipient’s name or using a question to pique their interest.


The introduction should be brief and focus on building rapport. Consider thanking the recipient for their interest in the brand or product and providing context for the email’s content.


Personalization is key to successful nurture emails. Use the recipient’s name, location, or past purchase history to tailor the email to their needs. This helps the recipient build a relationship with you that will pay off in the long run.

Value Proposition:

Clearly state the value proposition in the email. What are you offering? How are you addressing their challenges and pain points? Make sure the recipient understands the benefits of engaging with you and your email.


Provide a clear call-to-action that encourages the recipient to take action, such as downloading a resource or attending a webinar. Do not push them to make a purchase. This is too much, too quickly! Your goal is to get them to engage with you so that you can continue building rapport.


After sending the email, it’s essential to follow up with the recipient. This can include a personalized email or phone call, depending on the nature of the relationship. This is a delicate balance between showing them you care versus being overbearing. Wait too long, and they are likely to have forgotten about you. Follow up too much, and you run the risk of annoying them.

Sample nurture emails

There are a few kinds of nurturing emails that you can send to keep your audience engaged:

Welcome Email:

A welcome email is sent to new subscribers to introduce the brand and provide a sense of what they can expect from future emails. The email might include a discount code or link to a valuable resource that adds value to their lives. This is a critical email as it may be this person’s first direct contact with your brand. Make sure it is memorable.

Educational Email:

An educational email is designed to provide the recipient with valuable information or insights related to their interests or pain points. The email might include a link to a blog post or video you created. Ensure you provide quality content that enhances their lives and understanding of your brand. This is where you can impress!

Promotional Email:

A promotional email promotes a specific product or service. The email might include a limited-time offer or discount code to encourage the recipient to purchase. This kind of email is further down the sales funnel. Be careful in selecting the product or service you promote – relevancy is key!

Re-engagement Email:

A re-engagement email is sent to inactive customers. A re-engagement email aims to rekindle the subscriber’s interest in the company’s products or services and encourage them to continue engaging with the brand. Check-in with them. Why are they inactive? Can you improve your offering to get them back on board? Re-engagement emails can provide you with valuable feedback. Remember, re-engaging your existing customers is more cost-effective than recruiting new ones.


Samples of Nurture Emails to get you Going

Promotional nurture email template


Educational nurture email template



Educational email sample

How can timetoreply help nurture leads?

timetoreply Ignite is purposefully designed to help your team nurture inbound sales leads. Here are a few ways timetoreply can help with lead nurturing:

Quick response times:

timetoreply helps your team promptly respond to leads, ensuring no inquiry goes unanswered. Studies have shown that response times of less than five minutes increase the chances of converting a lead into a customer by over 100%.

Personalized responses:

timetoreply enables your team to personalize their responses to leads by giving them access to previous conversations, email templates, and customer information. This allows your team to tailor their responses to the lead’s specific needs, increasing the chances of converting them into a customer.

Analytics and insights:

timetoreply provides detailed analytics and insights into how your team is performing. How quickly are they responding? Do customers need to nudge them for responses? Are they meeting your pre-determined SLAs? By accessing this data, team members can identify areas for improvement to self-optimize in real time.

Optimize follow-ups:

80% of sales require five follow-ups after the initial contact. However, 44% of salespeople give up after one follow-up. With timetoreply Ignite you can track the number and frequency of follow-ups per lead per sales rep straight from their inboxes.

Turn Outlook or Google into a powerful inbound lead response optimization tool.

Set up takes less than 10 minutes, and your sales reps don’t have to leave their inboxes. Using timetoreply, your team can optimize their lead nurturing process, increasing conversions and revenue.

Start a 15-day free trial for your team or business and we’ll show you an instant report of your performance for the past two weeks.

Latest Blogs

The latest advice on reply time & lead response optimization, and email performance improvements

timetorepely logistics customer service

Maximizing email impact in logistics

How logistics companies can maximize their email customer service Email is the backbone of communication in the logistics industry, connecting...

Read more
Delayed Logistics

The impact of delayed email responses on logistics customer service

Slow email responses are killing customer loyalty Email is a vital channel for modern customer service, especially in the logistics industry. As the...

Read more
timetorply logistics companies

Why quick email response times is a winning formula for logistics companies

Email response times, the winning formula for logistics companies In the highly competitive and fast-paced world of logistics, time is always of the...

Read more

Time to see the insight, improvements and results for yourself?

Trusted by high-performing inbound sales teams and customer-facing teams globally.
Close more deals and delight more customers with the faster, smarter, deeper email analytics and performance optimization software that works straight from your team’s inbox.