Free template

Email nurture sequence template

This email nurture sequence template is seven plain-text emails over 14 days for leads who opted in but did not book or buy. Each email has one job, one link and a subject line, moving from delivery to education, proof, process, objections, a direct offer and a close-the-loop message.
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Quick answer

What is a good email nurture sequence?

A good nurture sequence delivers what the lead asked for immediately, then sends five to seven short emails over about two weeks: a common mistake, a case story, how working together looks, answers to objections, a direct offer, and a final yes-or-no email. It stops the moment the lead books or buys.

How to use this template

  1. Trigger it from opt-in, with email 1 sending immediately.
  2. Add an exit condition: booked or purchased removes the contact from the sequence.
  3. Write from a real person in plain text. Designed newsletters read like marketing and land in promotions tabs.
  4. Fill email 3 with a real case you can document, with numbers.
  5. Run it alongside texts. Email nurtures; SMS and calls book. Use the SMS follow-up templates for the first hours.

If your opt-in is a guide or checklist, read the lead magnet entry for how to tie emails back to it.

Customizing it by industry

  • Coaching and consulting: stretch to 10 emails, add a second case story and a short video. See funnels for consultants.
  • Local services: shorten to four emails over a week; buyers decide fast. Add seasonal reasons to act.
  • Mortgage and insurance: lead with education on the process and timeline, never rate promises.
  • SaaS: replace the case email with a use-case walkthrough, and make email 6 a demo or trial offer.
  • eCommerce: turn it into a welcome flow: offer, bestsellers, reviews, founder story and a deadline.

Mistakes that make nurture emails fail

  • No exit condition. Sending "book a call" emails to someone already booked looks careless.
  • Several links and asks per email. One email, one action.
  • All value, no ask. Every email should make the next step easy, even the educational ones.
  • Generic case stories. Specific numbers and time frames persuade; adjectives do not.
  • Ignoring replies. A reply is a hot lead. Route it to a person the same day.

We build nurture flows inside CRM automation projects. Check what nurture is worth with the cost per lead calculator: a higher lead-to-customer rate raises the CPL you can afford.

The template

Download .txt ↗
EMAIL NURTURE SEQUENCE TEMPLATE
Funnels That Print | funnelsthatprint.com/templates/email-nurture-sequence

Use for: leads who opted in but did not book or buy.
Length: 7 emails over 14 days. Stop the sequence when the lead books or buys.
From name: a real person at {company}. Plain text style. One link per email.
Every email must include your business address and an unsubscribe link in the footer.

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EMAIL 1. DAY 0 (immediately). DELIVER WHAT THEY ASKED FOR
------------------------------------------------------------
Subject: Your {lead magnet / estimate / guide} is here
Preview: Plus the one thing to do next

Hi {first_name},

Here is your {lead magnet}: {link}

Quick tip before you dive in: start with {specific section or step}. It is where most {audience} see the fastest result.

If you would rather talk it through, you can book a {length}-minute call here: {booking_link}

{sender_name}
{company}

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EMAIL 2. DAY 1. THE BIG MISTAKE
------------------------------------------------------------
Subject: The mistake that costs {audience} {cost}
Preview: Almost everyone makes it at first

Hi {first_name},

The most common mistake we see with {audience} is {mistake}.

It feels right because {why people do it}. But it leads to {bad outcome}, which usually costs {money/time}.

What to do instead: {one clear alternative}.

If you want us to look at how this applies to you, reply to this email with your biggest question.

{sender_name}

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EMAIL 3. DAY 3. CASE STORY
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Subject: How {client name or type} got {result}
Preview: Before, after and what changed

Hi {first_name},

{Client} came to us with {situation}. They had tried {previous attempt}.

We changed three things:
1. {change 1}
2. {change 2}
3. {change 3}

Result: {specific result with number} in {time frame}.

Want to see what the same approach would look like for you? {booking_link}

{sender_name}

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EMAIL 4. DAY 5. HOW IT WORKS
------------------------------------------------------------
Subject: What working with us actually looks like
Preview: Step by step, no surprises

Hi {first_name},

People often ask what happens after they book. Here is the full process:

Step 1: {call/assessment}. We look at {what you review}.
Step 2: {plan}. You get {deliverable}.
Step 3: {delivery}. {time frame}.
Step 4: {result/support}.

Most clients {typical outcome} within {time}.

Book your call here: {booking_link}

{sender_name}

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EMAIL 5. DAY 7. OBJECTIONS
------------------------------------------------------------
Subject: "{common objection in their words}"
Preview: Fair question. Here is the honest answer.

Hi {first_name},

We hear this a lot: "{objection}."

Here is the honest answer: {answer, with a number or example}.

And if {second objection}, {short answer}.

Still have a question? Reply and I will answer personally.

{sender_name}

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EMAIL 6. DAY 10. DIRECT OFFER
------------------------------------------------------------
Subject: Want us to {do the thing} for you?
Preview: {Short benefit}

Hi {first_name},

If you are ready to {result}, here is the next step: a {length}-minute call where we {what happens on the call}.

You will leave with {specific takeaway}, whether you work with us or not.

Pick a time: {booking_link}

{sender_name}

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EMAIL 7. DAY 14. CLOSE THE LOOP
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Subject: Should I close your file?
Preview: One quick question

Hi {first_name},

I have not heard back, so I am guessing the timing is not right. That is completely fine.

Reply with a number so I know what to do:
1 - I am still interested, send me times.
2 - Check back in a few months.
3 - I am all set.

{sender_name}

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AFTER DAY 14
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Move non-responders to a monthly newsletter with one useful idea and one case story per issue.
Reply "1" -> send times or book. Reply "2" -> set a 90-day task. Reply "3" -> remove from sales emails.

Proof from client campaigns

See coaching and consulting results ↗

Free template

Frequently asked questions.

How many emails should a nurture sequence have?

Five to seven over about two weeks is a solid default for most lead funnels. Longer sales cycles, like coaching or B2B, can run 10 or more over a month. After the sequence ends, move non-buyers to a regular newsletter so you stay in touch without hard selling.

How often should nurture emails go out?

Daily for the first two days while interest is high, then every two or three days. The template sends on days 0, 1, 3, 5, 7, 10 and 14. If unsubscribes spike after a particular email, check that email's content before changing the schedule.

Should nurture emails be plain text or designed?

Plain text for service businesses and high-ticket offers. It reads like a personal note, tends to reach the primary inbox, and invites replies. Designed emails suit eCommerce, where product images and buttons help. Either way, keep one clear link and a recognizable sender name.

What should I do when a lead replies?

Treat it as a hot lead. Remove them from the automated sequence, answer personally within hours, and offer a call time. Replies like 1, 2 or 3 to the final email can be routed automatically: book, set a 90-day reminder, or remove from sales emails.

Do I still need SMS if I have email nurture?

Yes, for booking. Email is good for education and proof over several days, but texts and calls are what get a lead on the calendar in the first hour. Use both: instant text and call at opt-in, then email nurture for leads who do not book.

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