Email Marketing

Top 26 lead nurturing emails in eCommerce

The best lead nurturing emails don't lie in inboxes. They make customers open the email and take action. Here are 20 engaging nurture examples.

Top 26 lead nurturing emails in eCommerce

As per HubSpot’s research, 74% of businesses consider email lead nurturing to be their top priority.

Marketing priorities: Lead nurturing emails

Getting leads is the first step in your eCommerce conversion funnel. Nurturing those leads takes creativity—and a strong email marketing strategy. 

Most customers have too many emails in their inboxes. You need something compelling for them to open it and take the next course of action. 

This where lead nurturing emails come to the rescue.


26 Lead Nurturing Email Examples

Lead Nurturing Email Best Practices

What Is a Lead Nurturing Email?

A lead nurturing email is a friendly reminder nudging customers towards a purchase. It is no different in eCommerce, where the process is carried out with a series of emails such as welcome emails, abandonment emails, re-engagement emails, and replenishment emails.

Simplifying it further, it is an attempt to woo customers at different stages of a customer journey via timely emails.

26 Lead Nurturing Email Examples

1. Lange 

lead nurturing emails: Lange

This lead nurturing email is ideal to nurture browse abandoners who have browsed categories. 

USP: DIY bundle at a discounted price 

Why it works 

  • The hero text makes the offer more appealing
  • The DIY bundle encourages product adoption—more products at a lesser price is a sweet deal 
  • The unique CTA reinforces the message

2. Care/of 

email nurturing: Care/of

This lead nurturing email template is ideal for users who left either after visiting the homepage or product pages.

USP: The copy takes customer-centric approach

Why it works

  • Crisp copy+trust signals are convincing
  • The CTAs are creating a visual hierarchy—directing attention towards the most important elements  


lead nurturing email templates: Adore Me

This lead nurturing email example is ideal for unique visitors who’ve visited your site multiple times. 

USP: Interactive content prompting subscribers to take action

Why it works

  • The countdown timer reinforces real urgency—and drives a 400% conversion rate
  • The wheel options are unique—spikes curiosity while increasing perceived value


lead nurturing email: G-form

This lead nurture email is ideal for subscribers who’ve purchased at least once. 

USP: Gauges customer interest before launch

Why it works

  • Creates exclusivity—you don’t get to win a high-consideration product every day

5. Dollar Shave Club

lead nurturing email examples: Dollar Shave Club

This lead nurture email is deal for inactive customers who haven’t returned to make a purchase

USP: Clever copy that makes customers commit 

Why it works 

  • Using questions in your copy triggers a mental reflex—goads them into taking action
  • The CTA buttons stick one brand color—creating brand recall 
  • The upselling copy highlights the most important benefits—enough information to make a rational decision 


email lead nurturing: coyuchi

This email lead nurturing campaign is ideal for product page abandoners. 

USP: Organic products 

Why it works

  • Certifications from from credible organizations establish trust 
  • Helps in product discovery—educational guides that help in heuristics(mental shortcuts that help in quick decision-making)

7. Framebridge

nurture emails: Framebridge

One of the best lead nurturing emails, this works great during the initial lead nurturing phase.  

USP: Educational content

Why it works

  • Educational content helps empower customers and solves their problems—increasing brand trust and awareness
  • Answering all customer questions can help turn your brand into thought leaders. 
  • Keeps the tone of the copy helpful but not condescending. Using only 1 CTA in bold contrast helps customers focus and take action distraction-free

8. Casper ‍

lead nurturing email marketing: Casper


Ideal for a targeted, segmented audience such as those who travel frequently. It can also be sent to customers who may not have bought for a while or existing loyal customers who would like to buy a new product from the brand. 

USP: Customer segmentation

Why it works

  • Contextual copy that sells benefits, not just features are more relatable to customers
  • Offers cross-selling options with other accessories
  • Keeps an exit plan ready in case it’s not something the customer wants right away—offers a referral option. This is a great way to target new customers. 

9. Sephora

best lead nurturing emails: Sephora

Ideal to be sent as a follow-up or promotional email or general engagement email. It’s a great way to be in touch with your customers.

USP: Video content

Why it works

  • Video content easily engages customers
  • The email also works as educational content but in a fun way
  • The email copy notifies customers of a product launch and also offers a CTA within videos to help them take action

10. Uncommon Goods‍

nurture email examples: uncommon goods

Ideal for new customers looking to browse products or offering purchase ideas to existing customers. It can also act as a well-designed catalog. 

USP: Product catalog

Why it works

  • It’s mobile-friendly
  • It employs a well-designed aesthetic that doesn’t look too promotional
  • There are individual CTAs for each section that ensures no conversion opportunity is missed

11. Chubbies

lead nurturing emails: Chubbies

Ideal for creating brand awareness and engagement and putting the brand’s social face forward. 

USP: Building a social presence

Why it works

  • The use of memes, copy, and images show off brand personality 
  • The email helps promote Chubbies’ social media presence to build more engagement
  • It smartly slides in product promotion with context without making it too pushy

12. Airbnb

lead nurturing emails: Airbnb

Ideal for your existing and/or dormant customers. 

USP: Customer retention by celebrating milestones

Why it works

  • Helps rekindle the relationship with your customers by celebrating milestones
  • Makes the customer feel special because of the personalized message
  • Keeps the message simple, offers inspiring content, and 1 CTA to drive action

13. Thrive

lead nurturing email templates: thrive

Ideal to be sent as a promotional email to nudge new or existing customers to purchase. 

USP: Limited offer + discount

Why it works

  • Helps product recall by using images of the products and brands
  • Offers an attractive discount to encourage customers to purchase
  • Adds in urgency to drive the desired action faster

Recommended reading: 30 Best Examples of Nudge Marketing in eCommerce

14. Zooplus

lead nurturing email: Zooplus

Ideal for starting the customer journey after signup. 

USP: Discount offer to nudge first purchase

Why it works

  • Keeps the email copy on brand and gets to the point without wasting time
  • Rewards confirmation and leads the customer to the next step with a reward
  • Keeps the option to unsubscribe highlighted. This helps offer transparency and builds trust

15. Gap

lead nurturing email examples: GAP

Ideal for introducing customers to a loyalty program to boost the customer lifetime value 

USP: Valuable incentive to join a loyalty program

Why it works

  • Explains benefits briefly in the sign-up form itself so that customers don’t need to migrate to get the info
  • Adds incentive—Join for free— to encourage customers to sign-up
  • It makes signing up simple by asking for very few details—just the essential ones. The form is not too long, hence not tedious to fill

16. Quip

lead nurturing email templates: Quip

Ideal for abandoning customers. 

USP: Discount offer to overcome cart abandonment

Why it works

  • Sticks to brand personality with both copy and design
  • The email copy is both humorous and educational
  • It contains both incentives—$ 10 off—as well as social proof—in the form of reviews—to encourage customers towards taking the next step

17. Drizly

lead nurturing email: Drizly

Ideal to engage customers during festive occasions. 

USP: Seasonal content

Why it works

  • Nails the copy and design with topical context
  • Introduces cross-selling with relevant product recommendations
  • Experiments with CTA—Summon Spirits—but also keeps the traditional one—Shop Now. This is great for testing and gathering data

18. Briogeo

lead nurturing email examples: Briogeo

Ideal for customers who’ve run out of products. 

USP: All-round restocking support

Why it works

  • It acts as a personalized email that sends restocking reminders. The copy also reads contextual with lines such as I stepped into the shower and realized I ran out everything. It also plays on the psychology of fear
  • Offers relevant recommendations too with lines such as I know you’ll love these too
  • Offers an incentive of 10% when the product is restocked by the customer. Also offers other benefits—free samples and shipping—on top
  • Helps save customers’ time and plan ahead by offering them a solution—subscribe and save. A great way to boost repeat purchases

19. Lumosity

Not typically an eCommerce brand but worth checking out for inspiration

Example of lead nurturing email from Lumosity

Ideal to re-engage customers who haven’t purchased in a while. 

USP: Creative content in different formats such as GIF

Why it works

  • Nails the format with interactive email content that reads like a conversation
  • The on-brand tone seems friendly and not pushy
  • Offers incentives to motivate customers to come back

20. Polaroid

email lead nurturing: Polaroid

Ideal to keep people who have already ordered aware of their order status. 

USP: Customer service + savings benefits

Why it works

  • Provides all the right information to the customer. Offers assurances with regards to delays and delivery time build trust. Also shares email id to help customers reach out
  • Adding the discount amount separately helps highlight savings
  • Summarizes all information and offers lots of negative space to help avoid distraction
10 Surefire Ways to Blow Up Your eCommerce Revenue From Emails

21. Columbia

nurture emails: columbia

Ideal for customers who didn’t complete their purchase or browse abandoned. 

USP: price drop alert

Why it works

  • Informs the customer of price drop encouraging them to complete their purchase
  • Cross-sells other products whose prices have dropped

22. Yelp

Ideal to nudge customers with FOMO. 

USP: Build social proof

Why it works

  • Fires up customers’ FOMO by showing where other customers are eating
  • Helps build social proof by adding reviews and ratings
  • Offers update on safety measures to assure customers
31 Cart Recovery Subject Lines That Are Opened Every Time

23. BarkBox

lead nurturing email marketing: Barkbox

Ideal to get customer data to personalize their shopping experience, get feedback, or review products. 

USP: Brand character

Why it works

  • Makes the survey fun by adding brand character
  • Makes room for errors. Offers an alternative to paste a link in case it doesn’t work. This helps improve the customer experience. 

24. GrubHub

best lead nurturing emails: Grubhub

Ideal to update customers about changes and offer something new. 

USP: Building brand excitement

Why it works

  • Leverages its unique brand voice through the copy
  • Explains how it benefits customers without going into technical details
  • Also keeps space to take feedback and engage customers

25. Puma

nurture email examples: Puma

Ideal for nudging dormant customers with discounts. 

USP: Purchase incentives

Why it works

  • Offers an attractive incentive for customers to purchase again
  • Makes availing the discount easy by offering the code in the email itself
  • Adds a bit of urgency by including a end-date for the offer

26. Loeffler Randall

nurture email examples: Loeffler Randall

Ideal for closing end-of-year emails. 

USP: Saying thank you

Why it works

  • Makes customers feel special by saying thank you
  • Offers incentive + highlights free shipping benefits
  • Hints at loyalty with reward points

Over to you. Which lead nurturing email examples did you find inspiring?

Lead Nurturing Email Best Practices 

1. Segment users based on behavior 

Behavioral segmentation is all over the place. And this isn't just a buzzword as 25% of revenue comes from segmented lists and sending triggered emails to the former brings in 30% of additional revenue. 

Try these tips for better behavioral segmentation: 

a. Be device specific—Mobile users spend 40% less time on websites as compared to desktop users due to diminishing attention span. You might want to send a quiz email  to mobile users and an educational guide to desktop users.

b. Monitor website behavior—You might want to study the different pages customers visit, where they drop off, and categories viewed. Depending on the data, you could try booking a home try-on, or offer recommendations that first-time buyers typically buy.

c. Identify engagement levels—Personalize content based on engagement level, for instance, if your open rate is less than 20%, send a Spin A Wheel or scratch off email. In case of higher engagement, offer a limited-time offer or tiered discount. 

Remember, your subscribers may not be engaging if there’s a higher effort involved.

d. Leverage location-based segmentation—Not all customers will have a high-intent to buy, this could be due to high shipping charges or proximity. In such a case, you can send emails offering BOPIS, curbside shipping, and return shipping.

2. Personalize based on triggers 

While lead nurturing and triggered emails are different, when combined they are insanely powerful. 

It’s doable and we’ll tell you how. Start by:

a. Setting up triggers based on common attributes: Pick attributes such as interests, spending, or browsing patterns. 

For instance, if a user has abandoned their carts, you could say ‘We saw you leave. Here’s something to change your mind’, for mid-end products, offer a 10% off, and for high-end products offer a subscription.

b. Including micro-intent: Remember to include small yet significant actions that indicate a strong purchase intent while sending emails. This includes search terms, clicks, browsing, and subscribing newsletters.

 For example, for a search term dumbbells under $100 send best sellers with testimonials. You can also add a video showing multiple use cases.

3. Write copy that sells 

Your lead nurturing emails are only as effective as your email copy. Unless you write a copy that nudges them to take action, you’re only looking at stagnancy. 

If you don’t know where to start, here are a few ideas you will find helpful:

a. Before-After-Bridge

Narrate the problem and the situation where the problem is solved. Bring in the solution. 

For instance, Are Painful toes slowing you down? Imagine your toes were as good as new, try our XYZ shoes 

b. Problem-Agitate-Solution 

Highlight the problem and explain how troubling it is. Offer a solution. 

For example, Chilly nights are here. Worried about suffering a frostbite? With XYZ gloves, that is no longer a possibility.

4. Time your sequence

Irrespective of the type of emails you send, we recommend keeping a ratio 20 for each of the email types. This helps you stay off the spam folders.

Here’s a sample workflow, we recommend:

  • Product discovery emails—Try our bestsellers (Day 3)
  • Browse Abandonment email—Offer free shipping + free returns (Day 6)
  • Cart Abandonment email—Price drop or limited-time offer (Day 9)
  • Testimonial email—Hear what our customers have to say( Day 12) 
  • Last chance—Exclusive offer(Day 15) 

Transform Lead Nurturing Emails Into A Revenue Machine

Most eCommerce store owners don’t see lead nurturing emails as a serious revenue stream.

Ask them about the importance of lead nurturing email marketing, and you'll hear: “we don’t really have a major strategy,” “we mostly use generic templates,” or “we just send emails to people on our list.”


There are stores out there that drive 30%+ of their revenue from lead nurturing email marketing. 

Engage can help you do the same - Book a free demo.

We’ll show you:

  • workflows we can create for your store
  • proven ways to drive 30% or more $$ from email alone, and 
  • successful templates and strategies from your industry (and others)
Conversion rate optimization
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