As per HubSpotâs research, 74% of businesses consider email lead nurturing to be their top priority.
Getting leads is the first step in your eCommerce conversion funnel. Nurturing those leads takes creativityâand a strong email marketing strategy.Â
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.Â
This where lead nurturing emails come to the rescue.
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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
This lead nurturing email is ideal to nurture browse abandoners who have browsed categories.Â
USP: DIY bundle at a discounted priceÂ
Why it worksÂ
- The hero text makes the offer more appealing
- The DIY bundle encourages product adoptionâmore products at a lesser price is a sweet dealÂ
- The unique CTA reinforces the message
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 hierarchyâdirecting attention towards the most important elements Â
This lead nurturing email example is ideal for unique visitors whoâve visited your site multiple times.Â
USP: Interactive content prompting subscribers to take action
Why it works
- The countdown timer reinforces real urgencyâand drives a 400% conversion rate
- The wheel options are uniqueâspikes curiosity while increasing perceived value
This lead nurture email is ideal for subscribers whoâve purchased at least once.Â
USP: Gauges customer interest before launch
Why it works
- Creates exclusivityâyou donât get to win a high-consideration product every day
This lead nurture email is deal for inactive customers who havenât returned to make a purchase
USP: Clever copy that makes customers commitÂ
Why it worksÂ
- Using questions in your copy triggers a mental reflexâgoads them into taking action
- The CTA buttons stick one brand colorâcreating brand recallÂ
- The upselling copy highlights the most important benefitsâenough information to make a rational decisionÂ
This email lead nurturing campaign is ideal for product page abandoners.Â
USP: Organic productsÂ
Why it works
- Certifications from from credible organizations establish trustÂ
- Helps in product discoveryâeducational guides that help in heuristics(mental shortcuts that help in quick decision-making)
One of the best lead nurturing emails, this works great during the initial lead nurturing phase. Â
USP: Educational content
Why it works
- Educational content helps empower customers and solves their problemsâincreasing brand trust and awareness
- Answering all customer questions can help turn your brand into thought leaders.Â
- 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
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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.Â
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 itâs not something the customer wants right awayâoffers a referral option. This is a great way to target new customers.Â
Ideal to be sent as a follow-up or promotional email or general engagement email. Itâs 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
Ideal for new customers looking to browse products or offering purchase ideas to existing customers. It can also act as a well-designed catalog.Â
USP: Product catalog
Why it works
- It employs a well-designed aesthetic that doesnât look too promotional
- There are individual CTAs for each section that ensures no conversion opportunity is missed
Ideal for creating brand awareness and engagement and putting the brandâs social face forward.Â
USP: Building a social presence
Why it works
- The use of memes, copy, and images show off brand personalityÂ
- The email helps promote Chubbiesâ social media presence to build more engagement
- It smartly slides in product promotion with context without making it too pushy
Ideal for your existing and/or dormant customers.Â
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
Ideal to be sent as a promotional email to nudge new or existing customers to purchase.Â
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
Ideal for starting the customer journey after signup.Â
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
You'd also like to read: 30 Best Email Marketing Examples In eCommerce (2024)
Ideal for introducing customers to a loyalty program to boost the customer lifetime valueÂ
USP: Valuable incentive to join a loyalty program
Why it works
- Explains benefits briefly in the sign-up form itself so that customers donât need to migrate to get the info
- Adds incentiveâJoin for freeâ to encourage customers to sign-up
- It makes signing up simple by asking for very few detailsâjust the essential ones. The form is not too long, hence not tedious to fill
Ideal for abandoning customers.Â
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 incentivesâ$ 10 offâas well as social proofâin the form of reviewsâto encourage customers towards taking the next step
Ideal to engage customers during festive occasions.Â
USP: Seasonal content
Why it works
- Nails the copy and design with topical context
- Introduces cross-selling with relevant product recommendations
- Experiments with CTAâSummon Spiritsâbut also keeps the traditional oneâShop Now. This is great for testing and gathering data
Ideal for customers whoâve run out of products.Â
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 youâll love these too
- Offers an incentive of 10% when the product is restocked by the customer. Also offers other benefitsâfree samples and shippingâon top
- Helps save customersâ time and plan ahead by offering them a solutionâsubscribe and save. A great way to boost repeat purchases
Not typically an eCommerce brand but worth checking out for inspiration
Ideal to re-engage customers who havenât purchased in a while.Â
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
Ideal to keep people who have already ordered aware of their order status.Â
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
Ideal for customers who didnât complete their purchase or browse abandoned.Â
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
Ideal to nudge customers with FOMO.Â
USP: Build social proof
Why it works
- Fires up customersâ 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
Ideal to get customer data to personalize their shopping experience, get feedback, or review products.Â
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 doesnât work. This helps improve the customer experience.Â
Ideal to update customers about changes and offer something new.Â
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
Ideal for nudging dormant customers with discounts.Â
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
Ideal for closing end-of-year emails.Â
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 PracticesÂ
1. Segment users based on behaviorÂ
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.Â
Try these tips for better behavioral segmentation:Â
a. Be device specificâMobile 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 behaviorâYou 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 levelsâPersonalize 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.Â
Remember, your subscribers may not be engaging if thereâs a higher effort involved.
d. Leverage location-based segmentationâNot 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 triggersÂ
While lead nurturing and triggered emails are different, when combined they are insanely powerful.Â
Itâs doable and weâll tell you how. Start by:
a. Setting up triggers based on common attributes: Pick attributes such as interests, spending, or browsing patterns.Â
For instance, if a user has abandoned their carts, you could say âWe saw you leave. Hereâs something to change your mindâ, 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 sellsÂ
Your lead nurturing emails are only as effective as your email copy. Unless you write a copy that nudges them to take action, youâre only looking at stagnancy.Â
If you donât 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.Â
For instance, Are Painful toes slowing you down? Imagine your toes were as good as new, try our XYZ shoesÂ
b. Problem-Agitate-SolutionÂ
Highlight the problem and explain how troubling it is. Offer a solution.Â
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.
Hereâs a sample workflow, we recommend:
- Product discovery emailsâTry our bestsellers (Day 3)
- Browse Abandonment emailâOffer free shipping + free returns (Day 6)
- Cart Abandonment emailâPrice drop or limited-time offer (Day 9)
- Testimonial emailâHear what our customers have to say( Day 12)Â
- Last chanceâExclusive offer(Day 15)Â
Transform Lead Nurturing Emails Into A Revenue Machine
Most eCommerce store owners donât see lead nurturing emails as a serious revenue stream.
Ask them about the importance of lead nurturing email marketing, and you'll hear: âwe donât really have a major strategy,â âwe mostly use generic templates,â or âwe just send emails to people on our list.â
BUT AT THE SAME TIME:Â
There are stores out there that drive 30%+ of their revenue from lead nurturing email marketing.Â
Engage can help you do the same - Book a free demo.
Weâll show you:
- workflows we can create for your store
- proven ways to drive 30% or more $$ from email alone, andÂ
- successful templates and strategies from your industry (and others)
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