“Can you share some lead nurturing email examples?” is a frequent request that Brainrider receives when hosting webinars, presentations, and workshops. Not wanting to just share examples, in this post I will analyze 3 lead nurturing emails, including a special offer, an update message, and an announcement email.”

Lead nurturing objectives

The goal of most nurturing programs is to get more prospects to the next stage of the buying cycle and qualified as sales ready. This goal can be split into two objectives:

  • Increase prospect engagement
  • Re-engage older prospects

If you haven’t already set overall objectives for your marketing automation program, read Lead Nurturing Programs That Deliver Against Objectives before continuing.

There are several tactics that can be used to extend prospect engagement. The most common are “what’s next” links, “thank you” content, auto-responder emails, and drip campaigns triggered by prospect activity. Timed email nurturing tactics like email newsletters, special offers, and announcements can help to re-engage inactive prospects.

Lead nurturing email example #1: “Hail Mary Call-To-Action”

Liason-Email-Example-Hail-Mary

This email uses a number of best practices:

  • CAN-SPAM compliant unsubscribe option and account address.
  • Clean, legible design with a strategic use of images and graphics.
  • Clear marketing call-to-action: “download this whitepaper”.
  • Personalized format that addresses the email to the reader.

Some quick recommendations on what to do better:

  • Consider using multiple Calls-To-Action (CTAs) in order to engage different audiences, pain points and buying stages.
  • Unless you know this content will engage a specific user you should add other content to allow the prospect to “Choose Your Own Adventure”.
  • Increase visual appeal by using a thumbnail of the asset.
  • Provide more detail about the resource and what is in it for the prospect.

Lead nurturing email example #2: “Missed Opportunity”

This email from Forrester highlights a number of best practices:

  • CAN-SPAM compliant unsubscribe option and account address.
  • Clean, legible design with a restrained use of images and graphics.
  • Effective use of a sidebar layout.
  • Segmented content based on prospect subscription preferences.

Recommendations on what to do better:

  • Use a more descriptive subject line describing why it might be useful to read.
  • Share more than one content asset if your goal is engagement.
  • Try sharing other related content, with a “Choose Your Own Adventure” approach, and include more sales readiness calls-to-action.
  • Use a thumbnail or a chart of the report to illustrate the value of the content.
  • Entice your readers by giving away some of the most valuable insight in the description of the asset.

Lead nurturing email example #3: “All About Us”

Alfresco Nurturing Email Example

This lead nurturing email example from Alfresco looks terrific and it does a few things right:

  • CAN-SPAM compliant unsubscribe option and account address.
  • Clean, legible design with a restrained use of images and graphics.
  • Effective use of a sidebar layout.
  • Uses video as an innovative content offer.

As a nurturing program, it has some critical misses:

  • When making an announcement about your company remember “What’s In It For Me (WII-FM)”.
  • Include some other high value content, other than announcements, to let your reader know that you are thinking about their needs.
  • Be sure to create a full description that includes what’s in the video and why the prospect should watch the video.
  • If the objective of your nurturing program is to engage your reader and profile their activity, then direct them to your website and prospect analytics instead of sending them to YouTube.

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