Most leads aren’t ready to buy on day one. They’re curious. Exploring. Evaluating. But with the right nurture strategy, you can guide them from “just browsing” to “let’s talk.”
Here’s a 5-email sequence that’s been battle-tested in the trenches of startup sales—and actually converts.
Email 1: The Welcome
Goal: Set expectations and open the relationship.
What to include:
- Thank them for signing up or downloading
- Explain what’s coming next (and how often)
- Offer a low-friction CTA (like a resource or reply prompt)
This email builds instant trust. It’s your first impression—make it helpful, not salesy.
Email 2: The Problem
Goal: Prove that you understand their pain better than anyone else.
What to include:
- Describe a common challenge they’re facing
- Share a brief story or insight about why it’s so persistent
- Close with empathy—and a resource that starts to unpack it
When done well, this email gets people nodding. It positions you as someone who gets it.
Email 3: The Quick Win
Goal: Deliver immediate value—no strings attached.
What to include:
- A tip, template, or framework that solves a slice of the problem
- Keep it short, tactical, and actionable
- Encourage them to apply it and hit reply with results
This builds credibility fast. You’ve already helped them—before a single dollar is spent.
Email 4: The Proof
Goal: Show that your solution works, not just in theory—but in the real world.
What to include:
- A brief case study, testimonial, or before/after snapshot
- Emphasize the transformation, not just the features used
- Invite them to imagine achieving the same outcome
Now you’re connecting emotion to evidence. That’s the bridge to conversion.
Email 5: The Invitation
Goal: Ask for the next step.
What to include:
- Recap the journey so far (what they’ve learned or seen)
- Present your solution as the logical next step
- Offer a clear CTA—book a call, join a demo, start a trial
No pressure. No push. Just a clear, confident invitation.
Final Thought
Most nurture sequences fail because they feel like marketing. This one works because it feels like mentoring.
When you guide your lead—step-by-step—through their own challenges, trust builds naturally. And trust leads to action.
Keep it clear. Keep it real. And never forget: you’re not selling a product—you’re solving a problem.
