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Automation

Nurture Sequence

A series of automated emails designed to educate leads and build relationship over time toward a conversion goal.

Definition

A nurture sequence is a planned series of automated emails designed to educate, engage, and build trust with leads over time. Rather than immediately pushing for a sale, nurture sequences provide value first - sharing relevant content, addressing objections, and gradually moving recipients toward conversion. They are essential for longer sales cycles and considered purchases.

Why It Matters

Most leads are not ready to buy immediately. Nurture sequences keep your brand top-of-mind while providing value, building trust, and moving leads through the buyer journey. Companies with effective nurturing generate 50% more sales-ready leads at 33% lower cost. Nurturing turns cold leads into warm opportunities.

How It Works

When a lead enters your system (form submission, content download, etc.), they enter a nurture sequence. Emails deliver over days or weeks, each building on previous messages. Content progresses from educational to evaluative to decision-focused. Engagement triggers may accelerate or branch the sequence.

Example

B2B SaaS nurture sequence example:

Email 1 (Day 0): Welcome + educational content download Email 2 (Day 3): Industry insights blog post Email 3 (Day 7): Case study: how company X solved similar problem Email 4 (Day 10): Product overview video Email 5 (Day 14): Comparison guide vs. alternatives Email 6 (Day 17): Free trial offer Email 7 (Day 21): Demo request + limited-time discount

Each email includes secondary content for different engagement levels.

Best Practices

  • 1Map content to buyer journey stages
  • 2Provide genuine value before asking for commitments
  • 3Include varied content types (articles, videos, case studies)
  • 4Allow sequence branching based on engagement
  • 5Monitor sequence performance and optimize underperforming emails

Lead Nurturing Automation

Build intelligent nurture sequences that adapt based on engagement with Sequenzy's visual workflow builder.

Learn More

Frequently Asked Questions

It depends on your sales cycle. B2B with long cycles may need 10-20+ emails over months. B2C with shorter cycles might need 5-7 emails over weeks. Match sequence length to typical buyer timeline. Always include exit points for ready buyers.

Track engagement metrics per email (opens, clicks). Monitor conversion rate from sequence entry to goal completion. Look at velocity - how quickly leads progress. A/B test subject lines and content. Low engagement indicates content relevance issues.