You’re creating valuable content and positioning your website so your potential customers can find you. If you’ve read my latest post about lead generation you already know the value of building your own email list.

According to Hubspot, only 2% of your first-time site visitors are ready to buy. This is why converting your traffic into email subscribers is so important. But lead generation is just the beginning. Leverage email to stay connected to the leads you collect, nurture and build up trust until they are ready to buy from you.

Why does lead nurturing work?

MarketingSherpa found out that 79% of marketing leads never convert into sales. At the same time, Hubspot says: leads nurtured with targeted content produce an increase in sales opportunities of more than 20%. Not everyone who joins your email list will become a customer. However smart email use at every stage of sales funnel will let you win a sizeable part of those who subscribed. Lead nurturing emails help you build a habit among your subscribers where they say yes to you. At the very beginning, you give them something valuable in the moment of sign-up. This is the first time they say yes. Later on in each and every single lead nurturing email you are aiming to do exactly the same. This way you “train” your subscribers to engage and take action. So many micro-yeses will give you an ultimate yes – then your lead becomes a customer.

How to start with lead nurturing?

In lead nurturing your goal is to move your leads down the sales funnel by engaging them with relevant information. To achieve engagement you will need to:

Constantly delivering relevant and helpful content of sufficient value is crucial for your lead nurturing. Remember that not all of your leads are at the same stage of their buyer’s journey at the moment of sign-up. The buyer’s journey is an important framework for your lead nurturing strategy. And requires you to prepare different flows of your emails to be able to pull your leads through the sales funnel.

The buyer’s journey has 3 important stages:

Awareness stage

The majority of your website visitors are in this stage. They might be visiting your blog simply to obtain information, find inspiration and possibly discover that they have a pain-point your company can help them solve.

Content that works in awareness stage: educational, inspirational, insights and answers


Consideration stage

These are your website visitors who have shown an interest in the solution you provide. How can you discover them? They most probably are reading more advanced content guides, visiting your “About Us” page or looking at other expertise content. These leads know their pain-points and are already evaluating your business to find the best-fitting solution.

Content that works in the consideration stage: industry reports, case-studies, product video


Decision stage

Your lead narrows down their options further based on budget and benefits in order to make a final purchase decision. They visit pricing pages, case studies, and “Contact Us” pages.


Welcome your new leads

When a new lead joins your list time is precious. 35-50% of sales go to the vendor that responds first. Establish contact quickly with your new leads and send them a welcome email after they sign-up. Subscribers who receive welcome emails show 33% more engagement with the brand and this is the opportunity, you simply cannot miss.

In the light of the “Tell me & I’ll forget, remind me & I’ll remember, welcome me & I’ll stay” rule use a welcome email to make a good first impression and show subscribers that you appreciate their interest.


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How to create compelling lead nurturing emails

Name of the Sender and reply-to email address

Subject line

Message body


Deliver a clear signal and leave the recipient with an obvious task to perform.