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The Purpose of Nurturing Emails

When you hear emails or nurturing emails, what’s your first thought?

Are you excited? Or not so much?

Maybe you’ve sworn off sending emails for your business because as a consumer if you had a dollar for every unsubscribe button you’ve hit after another annoying, spam-feeling email, well, you wouldn’t even need to make any money off of your own business.

Unfortunately, you can’t make a dollar off of every “unsubscribe” you’ve ever clicked; BUT you can make a dollar (or much more) off of every person who doesn’t click unsubscribe on your emails. I.e. those who decide to stay with you through every email.

And when done right, nurturing emails can create a long list of people wanting to buy your product or service, and a very minimal set of miffed consumers.

The purpose of nurturing emails is—not to be overly blunt or obvious—to nurture.

The definition of nurture is: To care for and encourage the growth or development of.

Of what?

Your prospects. Turning them from cold consumers into lava-hot leads for your business.

And then nurturing those leads to become raving fans and repeat customers.

You see, nurturing emails are a great tool you can use to move prospects down the sales funnel (or up the sales volcano) all the way until they make a purchase.

But emails don’t have to stop there!

Once someone makes a purchase, you still want to retain them as a customer. Engage them so that they are more likely to make another purchase. And then another and another and… well, you get the idea.

Nurturing emails can do just that as well!

And if done right, they also add value to your email audience.

That’s the great thing about nurturing emails—they’re Versatile, Value-adding, and aid eValuation.

Don’t just take my word for it:

Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost (Marketo).


The cool thing with nurturing emails (and, to be honest, a lot of marketing) is that there is no right answer. Sure, there may be some best practices or great examples, but there is no one right formula.

It’s going to depend on your business, your purpose, your goals, your audience, and many other factors.

And while that may seem more nerve-wracking because there is nothing to follow, it’s actually really good news for your business! This means that you’re able to customize your nurturing emails to fit your business’s needs.

Plus, emails can be used at multiple stages within the sales funnel. Whether you want to educate people at the start of their journey with you or send a coupon after a sale to get another purchase from someone—you can do either with emails!


This is both to you and your audience, with the emphasis being on adding value to your audience.

You receive value in the fact that you can use nurturing emails to lead prospects through the sales process until they are ready to make an initial purchase.

For your audience, these emails should be educating and helping them in some way, shape or form.

Nurture emails are meant to nurture and educate your prospects or leads. Once they’ve given you their email in exchange for some free, value-added offer, they should now be receiving education and even more value in your emails.

The truth is if you provide FREE value for them now, they’re more likely to give you money in the future.

Lastly, lead nurturing is a set of emails that get sent based off a lead’s behavior. Behavior-based means that you send emails that meet the consumer right where they are with what they needBOOM …immediate value added.


Nurturing emails go hand-in-hand with the third step of the sales volcano: Evaluation.

(P.S. for more information on the sales volcano, check out our free e-book)

Now at this point, a prospect should be more like a warm lead. They’ve considered you as an option, but now they need to evaluate all the businesses they’re considering.

Yes, sadly you’re most likely not the only business they are looking into. But that’s actually a good thing.

This is your opportunity to show consumers what you’re great at and make yourself stand out from the competition. Use these nurturing emails to brand in your consumer’s minds what makes you different. Provide even greater value than your competitors and it’s highly likely you’ll shoot to the top of a lead’s list.

The point of this stage (eValuation) is to get them to say “yes!” when you do eventually ask for a purchase.

And for a lead to be ready to say yes, they need to evaluate that choosing your product/service—over everyone else’s—is the best move for them.

Give your leads all the tools and resources they need to be able to do that. So that saying “Yes” is as easy to them as hitting “unsubscribe” to those spam emails is for you.

If you focus on these two things:

  1. The purpose of nurturing emails is to nurture and educate leads
  2. Versatility, Value-Adding, eValuation

You’re in a great spot for creating nurturing emails that convert.

Now, the next step is creating an email sequence that shepherds those leads into making that initial purchase.

Again, this sequence is going to differ depending on your target audience, your offer, your product, etc.

If you want help figuring out what that nurturing campaign could look like for your business, let’s schedule some time for you to chat with one of our strategists.

We objectively look at your business—where it’s at and where you want it to go—and customize the best digital marketing strategy for your business. Which, yes, does include nurturing email campaigns.

Reach out and let’s get you on the path to making a dollar (or much more) from every person who receives your nurturing emails.


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