Turning Subscribers into Customers with Email Nurturing

First of all, sanity is relative. Let’s just get THAT out of the way.

Second, let’s talk leads. 

Most leads don’t convert because they’re not ready yet.

Not because your offer isn’t good. Not because your pricing is off. Not even because they’re not interested.

They’re just not ready. Yet.

That’s where a rock-solid email nurture sequence steps in. 

What is a Nurture Sequence?

An email nurture sequence is a series of automated emails sent to leads over time. This proactive strategy builds relationships, educates leads, and ultimately guides them to buy ALL THE THINGS. 

A customer triggers a nurture sequence when they take a specific action that signals to your email platform to begin the sequence. 

It’s basically the email marketing equivalent of that scene in The Sting when Paul Newman gives the nose tap to Robert Redford to set the plan in motion. But you know, with way less murder. 

Some examples of the nose tap trigger that starts the sequence include: 

• Form submission (e.g., downloads a lead magnet, sign up form for a newsletter)
• Tag added or segment joined in your CRM or email platform
• Purchase made or abandoned cart
• Website Page visited (landing page or a page with a form at a minimum
• Custom events (like RSVPing for a webinar or requesting a quote)

READ MORE: You Really, Really Need a Nurture Sequence. (Really).

A killer nurture sequence is the difference between “Hey, I downloaded your freebie once” and “I feel like I know you, and I’m ready to work together.” 

And name my child after you. Wait, what? 

Creating a nurture sequence doesn’t have to be a confusing tech nightmare or a copywriting marathon. 

It just needs a little strategy, a little structure, and a whole lot of human.

Here’s some examples of how we build nurture sequences for our clients at Limelight—step-by-step.

Step 1: Define Your Audience and Goal

Before you write a single word, get crystal clear on two things:

1. Who is this sequence for?

Is it for new leads? Course buyers? People who signed up for a webinar but didn’t book a call? The more specific, the better.

Example: “This sequence is for new leads who downloaded my free PDF on scaling a service-based business.”

2. What do you want them to do by the end?

Every nurture sequence should lead somewhere. You want those lead to DO. THE. THING. 

• Book a discovery call
• Sign up for a workshop
• Purchase a product
• Join a waitlist
  

Define the destination before you build the road. Otherwise, you’re just sending emails into the void.

Step 2: Map Out Your Email Funnel

We’re not winging it here. A good nurture sequence follows a clear path from “just looking” to “let’s do this.” 

Here’s a simple 5–7 email structure that yields great results: 

Email 1: Welcome + Brand Intro

Thank them for signing up. Set expectations. Introduce yourself and what you’re all about.

Email 2: Provide Quick Value

Send a tip, video, blog post, or idea they can use right away. Show that you’re here to help, not just sell.

Email 3: Share a Story or Win

Case study, testimonial, or a “this used to be me” moment. Relatable + results = gold.

Email 4: Overcome a Common Objection

“What if I don’t have time?” “Is this too expensive?” Tackle those hesitations head-on.

Email 5: Present Your Offer

Make it easy to take the next step. “Here’s how I can help. Let’s talk.”

Email 6–7: Reminders, Urgency, or Bonus Content

Follow-up emails to nudge action, add value, or create a sense of “hey, don’t miss this.”

That’s the blueprint. Now let’s add your voice.

Step 3: Write Conversational, Value-Driven Copy

This is where most businesses fall flat.

They write like a robot, talk only about themselves, and forget that—oh yeah—a real human is reading this on the other end.

Let’s fix that. 

Try This

• Sound human. (Crazy, right??) Write like you talk. Use contractions. Ask questions. Be relatable.
• Focus on them. What’s their pain point? What’s the goal they want? Make it about them, not you.
• One email = one point. Keep it clear and focused.
• End with a soft CTA. “Click here to watch the video.” “Reply and tell me where you’re stuck.” “Book a call if you’re ready.”

Think of your nurture sequence like dating. You wouldn’t propose on the first date. You’d get to know each other, build trust, and let things unfold naturally. Unless…

These Little Mermaid gifs have completely gotten away from us. Let’s reel it in. 

Step 4: Set Up Automation and Triggers

Okay, now the tech part. Whichever email platform you use (ActiveCampaign, ConvertKit, Mailchimp, etc.), here’s what to do:

• Space out emails every 2–3 days. This gives breathing room while keeping momentum.
• Segment. Use tags or triggers to segment based on what they clicked or did. (If they clicked the “Book a Call” button but didn’t schedule, you can follow up accordingly.)
• Send from a real name and email. People are way more likely to open an email from you@yourdomain.com than from a generic newsletter address.

Bonus: Set a trigger so when they do take the action (book, buy, etc.), they exit the nurture sequence. No one wants to get “Book now!” emails after they already did.

Step 5: Test, Tweak, Repeat

Your first version doesn’t have to be perfect. (Spoiler: it won’t be.)

The magic is in the optimization. 

Here’s what to track:

• Open rates: Is your subject line making people curious enough to click?
• Click-through rates: Are your CTAs strong and clear?
• Replies and bookings: Are people actually engaging or converting?

Tweak subject lines. Swap in a better testimonial. Add a killer hook to the first sentence. This is where your nurture sequence goes from “okay” to obsession-worthy.

Real-Life Example: Coaching Nurture Sequence

Let’s visualize all of this. Say you run a business coaching service. Here’s how your nurture sequence might look:

1. Welcome Email: “Here’s my story (and how I help coaches go from stuck to scaling).”
2. Free Training: A short video or PDF download on the #1 thing keeping coaches from consistent revenue.
3. Client Case Study: “Meet Jess—she tripled her client base in 60 days using this exact method.”
4. Objection Buster: “No time? Here’s how to make it work even with a full schedule.”
5. Offer: “Ready to grow? Let’s talk about working together.”
6. Follow-up: “Still thinking about it? Here’s what most people ask before they say yes.”

The result? You’ve built credibility, handled concerns, offered value, and made your offer feel like the natural next step. You’re part of their world! (we just can’t help ourselves)

Here Are Some Common Mistakes to Avoid

Let’s call it like it is. Most nurture sequences flop because of these avoidable issues:

• Only sending salesy emails with zero value
• Forgetting to segment by interest or behavior
• No story, no emotion, no real connection (See also: BORING)
• Weak subject lines (or none at all)
• Giving up after one or two emails

Remember: Nurturing is a process. It’s about consistency, not intensity. You’re building trust over time, not trying to close on the first email.

Nurture Sequences Work

If you want your email list to actually work for you (instead of collecting dust), you need a nurture strategy that:

• Connects on a human level
• Educates and builds trust
• Makes the next step obvious and easy

It’s not about being pushy—it’s about being present. And when you show up consistently with the right message, the sales naturally follow.

Need some support?

Let’s chat about a done-for-you nurture sequence that works while you sleep.

We’ll write it, build it, and optimize it so you can focus on serving your clients and growing your business.

Because nurture isn’t optional—it’s your secret weapon.

Call us today to make that nurturing sequence magic!