Lead nurturing builds relationships with potential customers, with a goal of converting them in the near future. The best lead nurturing examples shorten the time to purchase and encourage more spending through increased trust.
Your approach to nurturing will adapt to your prospects’ needs, preferences, and stage in the buying journey. You’ll tailor emails and other content to match their:
Place in the sales funnel
Business challenges
Level of interest and engagement
Preferred communication channels
Industry and context
Creating personalized content that considers these elements will ensure your emails build trust, drive engagement, and capture sales.
Join us below for 11 compelling lead nurture email campaign examples and additional tips and guidance on refining your strategy for better results.
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Goals: Welcome new subscribers, set expectations for future communication, offer a first-time purchase incentive
Subject line: Your Magic Mind journey begins
Magic Mind’s welcome email strategically introduces the brand while immediately providing value to leads through a first-time purchase discount.
The subject line, “Your Magic Mind journey begins,” creates a sense of personal transformation and invitation. The template captures the brand’s unique value proposition of combining science and performance enhancement.
Best features
Immediately offers a tangible incentive with 15% off the first order
Communicates the brand’s unique positioning of “where magic meets science”
Creates a narrative of personal transformation through a mental performance product
How to make the most of welcome emails
Craft a compelling subject line that invokes intrigue or promises clear value
Provide an irresistible first-time purchase incentive that feels like a genuine welcome gift, not just a sales tactic
Use the email to communicate your brand’s unique value proposition and what leads can expect from you
Include social proof through customer testimonials, ratings, or quick success stories to build instant credibility and trust
2. Tripadvisor — educational content email
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Type: Educational email
Goals: Provide valuable travel insights, position Tripadvisor as a trusted travel resource
Subject line: Our only-in-winter guide to NYC 🗽
Tripadvisor’s email turns subscribers into active travelers by delivering helpful content. The email moves beyond basic marketing by sharing timely travel guides that solve real problems and spark wanderlust.
From winter destination tips to practical advice about traveling with children, each article recommendation helps subscribers plan and trust Tripadvisor as their go-to travel companion.
Best features
Diverse content that caters to different traveler interests and demographics
Balance inspirational storytelling with practical, actionable advice
Use engaging, curiosity-driven headlines that promise clear value
Track which guides generate the highest engagement to refine future emails
3. Ooni — free resource email
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Type: Welcome resource email
Goals: Provide immediate value, establish brand expertise, encourage product engagement
Subject line: Your free recipe book is inside 🍕
Ooni’s free recipe ebook is a strategic lead nurturing tool, transforming new subscribers from passive recipients into active pizza enthusiasts.
Its high-value, zero-cost resource demonstrates the brand’s culinary knowledge, builds excitement around pizza making, and subtly introduces product offerings.
Best features
Delivers tangible value through a professionally curated recipe ebook
Positions brand as an authoritative source of pizza-making knowledge
Creates an immediate sense of belonging with the “pizza insiders club”
Includes soft product placement with pizza oven recommendations
How to make the most of free resource emails
Design resources that genuinely help your target audience
Peloton’s home trial email removes the risk from high-ticket purchases by offering a commitment-free testing experience.
The email aims to turn potential customer hesitation and gift-giving into an opportunity for direct product engagement, allowing subscribers to experience Peloton’s equipment without financial pressure.
Best features
Addresses gifting uncertainty with its risk-free trial option
Showcases multiple product lines with concise, compelling descriptions
Highlights unique product benefits (e.g., “86% of muscles in 15 minutes”)
Provides clear pathways to explore different product categories
How to make the most of product trial emails
Emphasize the zero-risk nature of the experience
Provide multiple entry points for product exploration
Use specific, benefit-driven language
Include social proof or user testimonials to build confidence
Dog food brand Sundays for Dogs transforms traditional product marketing by letting real dog owners tell the product’s story.
Each testimonial strategically addresses a specific pain point — sensitive stomachs, allergies, weight management — while subtly highlighting the brand’s unique nutritional approach.
Best features
Uses authentic, specific customer stories with real names and dog details
Pairs each testimonial with a corresponding product benefit explanation
Addresses multiple potential customer concerns in one communication
Offers tangible incentive with 20% off first order
How to make the most of social proof emails
Select testimonials that speak to customer challenges
Provide context that explains why the customer’s experience matters
Link personal stories directly to product features
Create an emotional connection through relatable narratives
6. Feeling Swell — discount reminder email
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Type: Reminder email
Goals: Trigger purchase through time-sensitive offer, engage potential customers
Subject line: Don’t Forget Your Discount Code! 🌊
Feeling Swell uses a straightforward reminder email to nudge subscribers who haven’t yet completed a purchase.
The email details a still-active discount code, providing a final opportunity to convert hesitant customers with a simple 10% incentive. Its casual and friendly language uses a conversational tone that feels personal rather than corporate.
Best features
Clear, direct subject line highlighting last chance opportunity
Simple, unmissable discount code
Minimal design that focuses attention on the offer
Friendly, conversational tone
How to make the most of discount reminder emails
Create a sense of urgency without feeling pushy
Keep the design clean and the message straightforward
Provide an easy, one-click path to shopping
Reinforce the value proposition briefly
Use a warm, approachable tone that feels like a helpful reminder
7. Nanit — upsell email
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Type: Bundle/upsell email
Goals: Guide leads to higher-value purchases, demonstrate product versatility, address different parental needs
Subject line: Which bundle will best help your family? Take our quiz!
Nanit transforms a standard upsell email into a personalized shopping experience with multiple bundle options tailored to different parental scenarios.
The email strategically addresses multiple customer needs, highlights product benefits, and shows discounts/savings on bundles to encourage shopping sessions.
Best features
An interactive quiz to help customers find their ideal product
Clearly defined bundle options for different family situations
Mentions flexibility and comprehensive support
Reduces purchase anxiety with guarantees and financing options
How to make the most of upselling emails
Create multiple purchase pathways
Provide clear, concise product benefits
Reduce purchase friction with guarantees and flexible payment
Use conversational language that feels helpful
8. Miro — feedback request email
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Type: Feedback email
Goals: Gather product insights, demonstrate customer value, strengthen user relationship
Subject line: Your voice matters: What would you add to Miro
Miro’s feedback email transforms a typically transactional interaction into a collaborative, value-driven experience.
Its message positions the customer’s input as critical to product development, making users feel genuinely valued and heard. In return for completing the survey, users can win a $100 gift card, PayPal payment, or charity donation.
Best features
Offers meaningful incentives with flexible gift card options
Shows minimal time commitment (“4 minutes”)
Creates a sense of collaborative product improvement
Provides clear, low-friction participation path
How to make the most of feedback emails
Design surveys that feel quick and meaningful
Offer genuine, attractive rewards for participation
Communicate the direct impact of user feedback
Make providing feedback feel like a valuable contribution
9. Zoom — event invitation email
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Type: Invite email
Goals: Drive event registration, engage potential and existing customers
Subject line: You’re invited: Supercharge your business growth at Zoomtopia
Zoom’s Zoomtopia email transforms a product conference invitation into a targeted lead nurturing opportunity. It uses practical business benefits and virtual accessibility to reduce participation barriers while highlighting the event’s potential value.
The email’s clean blue design perfectly aligns with Zoom’s brand identity, while the contrasting teal CTA buttons draw the reader’s eye and encourage registration.
Highlights practical business improvement opportunities
Provides multiple registration prompts
Emphasizes AI Companion’s business enhancement potential
How to make the most of event invite emails
Communicate clear, tangible value propositions
Make the registration process frictionless
Highlight diverse learning opportunities
Showcase both product features and real-world applications
10. Robinhood — exclusive offer email
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Type: Exclusive offer email
Goals: Drive IRA contributions, incentivize Robinhood Gold subscription
Subject line: Exclusive Gold offers for retirement
Robinhood transforms a standard financial offer into a personalized lead nurturing opportunity by addressing the recipient, outlining clear financial benefits, and reducing perceived investment barriers through attractive matching incentives.
Its email lists three benefits to joining Robinhood Gold with bolded dates for the incentives to encourage timely participation.
Best features
Personalized greeting using the recipient’s name
Clear, multiple-year financial incentives
Breaks down complex financial offerings into simple bullet points
Highlights potential tax benefits
Includes comprehensive legal disclaimers to build trust
How to make the most of exclusive offer emails
Personalize communication with the recipient’s name
Simplify complex financial concepts
Provide multiple, time-limited incentives
Use clear, transparent language about terms and conditions
11. Apple Pay — re-engagement email
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Type: Re-engagement email
Goals: Drive holiday shopping with Apple Pay, reactivate dormant users
Subject line: Don’t miss out on exclusive online offers with Apple Pay.
Apple Pay’s re-engagement email combines time-sensitive holiday offers with a reminder of the payment method’s core benefits.
The email transforms a standard promotional message into an opportunity to reconnect using exclusive savings and the platform’s convenience as selling points.
Best features
Creates urgency with a clear deadline (December 21)
Highlights exclusivity of offers for Apple Pay users
Uses a minimalist design aligned with Apple’s brand identity
Includes clear value propositions about speed and convenience
How to make the most of re-engagement emails
Set clear deadlines to drive immediate action
Combine promotional offers with core benefit reminders
Keep the design simple and focused on key messages
Provide multiple clear paths to engagement
Use concise, benefit-driven language covering what users are missing
Best practices for lead nurturing emails
Follow these best practices to create lead nurturing emails that achieve your goals:
Align emails with the buyer’s journey
Your lead nurturing emails should function as signposts that navigate potential customers through their decision-making process. Each communication will address the needs and questions that prospects encounter at different stages of their buying journey:
Awareness stage: Your lead recognizes a problem or need
Consideration stage: Your lead explores potential solutions
Purchase stage: Your lead decides to buy and completes the transaction
Retention stage: Your customer uses the product and seeks ongoing support
Advocacy stage: Your customer recommends your brand to others
Imagine these emails as personalized roadmaps that gradually construct trust while demonstrating a deep understanding of their challenges.
Mapping content to your customers’ mindset transforms generic marketing messages into meaningful conversations that resonate with each recipient’s unique situation and interests.
Keep emails short and engaging
Nurturing emails must capture attention and deliver value immediately to maintain your prospect’s interest.
Create subject lines under 40 characters to prevent truncation and keep them descriptive of your message’s purpose. Use Omnisend’s subject line tester for refinement.
Target the sweet spot of 60-125 words in your message and provide a targeted insight or solution. Write in clear, conversational language addressing the reader’s pain points, breaking text into digestible chunks with compelling headlines and impactful statistics.
Your ultimate goal is creating bite-sized, valuable information that leaves readers craving more, ultimately increasing the likelihood of engagement and action.
Use clear CTAs
Position your CTA prominently, making the intended action clear and perfectly aligned with the email’s core purpose. Move beyond generic phrases like “Shop Now” with more descriptive words like “Shop Coats.”
Whether inviting readers to download a resource, schedule a demo, or explore product categories, your CTA should feel like a natural extension of the valuable information just shared.
Use action-oriented language that sparks urgency and excitement, positioning your CTAs within the email’s narrative flow.
Test and segment
A/B test multiple subject lines, template layouts, offers, send times, call to action language, and content types (e.g., how-to guides vs. product recommendations).
Track email performance metrics, including open rates, click-throughs, and conversions, to see what works and refine your strategy based on that insight.
To create targeted lists, set up segmentation filters based on browsing activity, wish list items, recently viewed products, and email metrics like click-throughs.
Segmenting your leads allows you to send personalized content, such as incentives, guides, and social proof, to different groups.
How Omnisend simplifies lead nurturing
Omnisend gives you the best-fit multichannel marketing tools to build sales-winning campaigns across email, SMS, and push.
Pre-built email templates
Choose a pre-built, professionally designed email template and edit it with Omnisend’s visual composer and drag-and-drop editor to match your brand voice.
GIF via Omnisend
Customize layouts and add unlimited items, including product recommendations, dynamic discount codes, social media icons, images, and more.
Go further with templates for website popups, embed and flyout forms, and landing pages to refine your lead nurturing campaigns across multiple touchpoints.
Automation and segmentation
Understand your customers through behavior-based insights and segment them into groups using filters relevant to your business.
For instance, you could segment subscribers by anniversary type and separate those who have opened and clicked promotional messages.
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Craft personalized email sequences that guide potential customers smoothly through their buying journey. Match your content to their interests and interactions and let that enhanced relevance drive engagement and sales.
For instance, you could build an abandoned cart workflow:
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Your communications become more targeted and helpful through automation and personalization, increasing the chances of converting interested prospects into loyal customers.
Drive sales on autopilot with Omnisend’s custom segmentation
Track key metrics to gain crystal-clear visibility into your lead nurturing performance. Measure total revenue generated from campaigns, comparing performance across email, SMS, and automated workflows.
Image via Omnisend
Analyze open rates, click-through rates, and order placement trends to understand which nurturing strategies drive conversions.
Break down your results by daily or monthly views, revealing precise insights that help you optimize your marketing approach and boost overall performance.
Send a welcome message to new subscribers via email, send an SMS shipping confirmation, and trigger a push notification for time-sensitive offers.
Image via Omnisend
Understanding and respecting each customer’s communication preferences creates a seamless experience that feels personal and relevant. Track engagement across channels to refine your approach, ensuring your message reaches the right person at the right moment.
Conclusion
Successful lead nurturing isn’t a collection of random emails — it’s a strategy that maps valuable content to each stage of your customer’s buying process.
Begin by understanding where your prospects are in their journey, then deliver targeted content that naturally moves them forward.
Use Omnisend to segment subscribers into groups and create personalized, targeted messages encouraging engagement. You can also combine email, SMS, and push messages to suit your audience’s communication preferences.
Join Omnisend to use email in each stage of your customer’s journey
Milda is a Senior Content Marketing Manager at Omnisend, with extensive experience in communication, helping brands establish a unique and authentic online presence.
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