Part 5: You Got the Lead—Now What? How to Nurture Leads with Emails That Build Trust & Sell
- Shalena Ward
- 6 days ago
- 3 min read
So you’ve built the perfect landing page, and the leads are rolling in.
Now what? This is where the magic really begins—inside your subscribers’ inbox. Your next task is to nurture those leads: guide them, educate them, earn their trust, and, ultimately, turn them into paying customers.
Let's break down what a great email nurture sequence looks like, the key types of emails you need, and how to write messages that feel like connection—not a pitch.
Why Email Nurturing Matters More Than Ever
Your audience doesn’t want to be sold to. They want to be understood. A well-crafted email sequence can help you do just that:
Build trust
Demonstrate authority
Deliver value
Stay top of mind
Move them closer to a buying decision
Think of your email list like a garden. Capturing the lead is planting the seed. Your emails are the water, sunlight, and care that help them grow into loyal customers.
What Is a Nurture Sequence?
A nurture sequence (also called a welcome sequence or onboarding series) is a set of automated emails sent after someone opts into your list.
It’s your chance to:
Introduce yourself and your brand
Build a personal connection
Provide value right away
Show them how you can help solve their problem
Anatomy of a 5-Email Nurture Sequence That Converts
Here’s a sample 5-part email sequence to warm up your leads the right way:
Email 1: The Welcome & Deliver
Subject: “Here’s Your Free [Lead Magnet Name] + A Quick Hello ”
Thank them for signing up
Deliver the freebie immediately
Introduce yourself and your brand briefly
Set expectations (what kinds of emails they’ll receive and how often)
Tip: Keep it friendly, clear, and concise. Make your CTA a soft “reply and tell me your biggest challenge” to encourage engagement.
Email 2: The Personal Connection Story
Subject: “Why I Do What I Do (And How It Can Help You)”
Share your origin story or “why”
Highlight the transformation you’ve gone through
Relate it back to their pain point and how you understand their struggle
Subtly reinforce your expertise
Tip: Don’t be afraid to be vulnerable—people connect with real, relatable stories.
Email 3: Quick Win or Tip
Subject: “A Simple Tip You Can Use Today 🚀”
Give them a valuable, actionable insight related to your topic
Bonus if it ties into your lead magnet
Reassure them they’re on the right path
Start planting seeds about your offer or service
Tip: Add a soft CTA like “If you want help implementing this, here’s how we can work together.”
Email 4: Social Proof + Success Story
Subject: “How [Client Name] Went from [Struggle] to [Success]”
Share a short testimonial, case study, or client win
Keep it story-driven and human
Highlight the results and the before/after transformation
Link to a relevant blog post, service page, or offer
Tip: Use screenshots, quotes, or short videos for added credibility.
Email 5: Invitation to the Next Step
Subject: “Are You Ready to [Insert Desired Result]?”
Recap what they’ve learned or received so far
Invite them to book a call, check out your offer, or take the next step
Make your CTA clear and compelling
Reassure them this is a no-pressure, helpful invitation
Tip: Give them two options—work with you now, or stay on the list for more tips.
Tools to Automate Your Nurture Sequence
Here are beginner-friendly email tools that make automating your nurture flow easy:
MailerLite – Free plan, great automation
Flodesk – Beautiful designs, simple workflows
ConvertKit – Built for creators with strong automation
ActiveCampaign – Advanced segmentation & CRM
MailerCloud – Budget-friendly and visual
Writing Tips: How to Make Your Emails Feel Human (Not Salesy)
Write like you talk: Use “you,” “I,” “we”
Keep paragraphs short and scannable
Use emojis sparingly for personality
Always include ONE clear call-to-action
Sign off with your real name or brand voice
People buy from people. Your emails should feel like a conversation, not a commercial.
Free Resource: 5-Email Nurture Sequence Template
Need help writing your nurture series? I’ve created a plug-and-play Google Doc you can customize for your brand and lead magnet.
Get the 5-Email Sequence Template
Your Action Step for This Week
Write your first welcome email and map out the 5-part sequence.
Start with:
What transformation are you guiding your lead through?
What story can you tell to build trust?
What’s the first action step they should take with you?
Coming Up in Part 6
The Traffic Formula – Organic + Paid Strategies That Drive Consistent Leads You’ve got the systems in place. Now let’s talk visibility: how to get more eyeballs on your lead magnet and attract leads daily—without burning out or breaking the bank.
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