4 Lead Nurturing Strategies to Generate Conversions

Bringing in new leads is great. But when they don’t translate into sales, it can get frustrating. Are they a lost cause? Certainly not. You can convert them into paying customers by building a strong lead nurturing strategy. All you need is email marketing to connect with leads who haven’t committed to a purchase yet. Lead nurturing emails help you build trust until they’re finally ready.

In this guide, we’ll share four ways to benefit from lead nurturing emails and examples to spark your inspiration. 

How to Convert Leads into Customers Through Email

All customers have pain points, fears, and second thoughts. That’s where lead nurturing comes in to motivate them to overcome objections and click through your content. We’ve gathered 4 tried and tested email methods to bring you one step closer to your goal

1. Share personalized recommendations

Your leads have unique preferences and interests. To nurture them all the way to conversion, you need to create targeted messages. 

Let’s say you have an online clothing shop and want to inform your audience about upcoming sales. Customers in warmer locations will want to see summer clothes, whereas those in colder locations will be mostly interested in winter clothes. Likewise, customers who’ve already purchased from your store will want to see new, similar items.  

How do you create separate messages, though?

Luckily, you don’t have to do that manually. With the right email software, you can use segments and dynamic content to display different content to different groups. Based on criteria like location, interaction with your products, and purchase history, you can create relevant messages and engage your audience. 

Advanced automation and personalization features like these don’t have to cost a fortune. There’s affordable email software on the market that offers this functionality at a reasonable price. 

Here’s what it looks like in action:  

This email from OpenTable recommends the perfect spots for different occasions and tastes.

    • They used customer segmentation to display top choices based on the subscriber’s location.
    • They add compelling and colorful images that work up an appetite, along with people’s faces for subscribers to relate to. 
    • The email has clever copy, actionable CTAs, and timely suggestions such as planning a Thanksgiving night out.

2. Use customer testimonials

Social proof is a popular technique for driving conversions. For most leads, all it takes to seal the deal with your brand is to see satisfied customer reviews. When they read how your value proposition helps customers overcome their pain points, they’re more likely to think it’s worth their time and money.

Even more so if they come in the form of a testimonial video since visual reviews enhance credibility. Watching a consumer sharing their positive experience could drive reluctant prospects to convert into paying customers. But star ratings and text reviews may be equally effective. 

This email from Bite is a great example of sharing customer testimonials. 

  • Some of the testimonials are accompanied by happy customer photos while highlighting the additional benefits of waste-free toothpaste tablets. 
  • If a recipient wants to read more reviews, there’s a straightforward CTA above the fold for them to act on. 
  • Another actionable CTA is repeated throughout the email to guide customers to the next step of the buying journey. 

3. Build educational campaigns

Moving down the sales funnel, your leads will most probably need instructions on how your product or service works. The purpose of dispatching educational emails is to inform recipients about the pain points your solution addresses and the benefits of its use. 

Ensure your educational campaigns provide clear value by sharing how-to guides, practical tips, and other helpful resources. Consider adding visual components, such as images, infographics, or short videos to illustrate key points. Quizzes and polls also help you create more engaging emails and encourage interaction.

Check out how this email from Miro educates readers on how to use the platform:

  1. It provides all the resources a user needs to understand how the tool works, including a short video to show how quick and easy creating content is. 
  2. Multiple CTAs guide recipients through the process, whether it’s navigating through the template library or getting instructions on how to upload files.

4. Celebrate with milestone emails

Creating milestone emails as part of your lead nurturing process is an exciting way to keep subscribers interested in your products or services. Think of them as your opportunity to express your gratitude for their support and make them feel appreciated. 

The milestone may vary from a subscriber’s or your company’s birthday to their anniversary with your brand or reaching a specific point in their customer journey. Use your email content to summarize any achievements or progress they’ve made. You could even offer something valuable to them like a special discount or an exclusive piece of content to demonstrate your appreciation. 

Also, consider giving them a sneak peek at what’s coming next. Whether it’s new features, events, or content, let them know what to expect to keep them engaged.

Grammarly sends a milestone email to its subscribers to inform them about their writing progress:

  • They use engaging statistics to compare the recipient’s writing activity to that of other users to motivate them to further engage with the tool.
  • They urge recipients to unlock advanced features by upgrading to Grammarly Premium.
  • The email guides different audience groups to read more on how to improve their writing skills in specific use cases.

Using Lead Nurturing Emails to Drive Conversions

This guide has given you an idea of how to generate conversions through lead nurturing emails. The ultimate goal might be to guide them down the sales funnel. But avoid going for the conversion without adding value to your subscribers.

Make them feel that they matter and that you can help them address their pain points. Add a personal touch so that recipients acknowledge they interact with people. There’s no better way to generate conversions than to ask yourself why they were interested in your brand in the first place—and prove them right for trusting you.


Maria Fintanidou works as a Copywriter for email marketing automation software Moosend, having created the Help Articles (FAQs) and overseen the platform’s translations in Greek and Spanish. She loves exploring new cultures and ways of thinking through traveling, reading, and language learning.

Maria Fintanidou