What is an email nurture flow?

An email nurture flow or sequence is marketing tactic to engage and convert subscribers to paying customers with the use of targeted, often personalised emails. 

Similar to a drip campaign, email nurture is a series of automated emails, or flows, that you send to your subscribers to encourage a specific action.

The goal of an email nurture series is to educate your audience, build relationships, and ultimately boost sales. For example, you might send email nurture messages to:

How to build an email nurture series

Take the steps below to set up your email nurture series:

1. Define the goal of your nurture series

When you set a goal for your nurture emails, it’s easier to identify your target audience, create tailored messaging, and measure the success of your initiative. Your goal may be to:

  • Encourage first purchases
  • Encourage repeat purchases
  • Recover abandoned carts
  • Increase traffic on a product page
  • Launch a new product
  • Move a product you want to discontinue

2. Segment your audience

The most successful nurture campaigns are relevant for their audience. Create this relevance by segmenting your audience based on specific criteria like their:

After you segment your audience, create content that’s specific to them and set up automations that are triggered by specific criteria.

3. Choose your triggers

A trigger is an action or audience characteristic that precedes an automatic message in an email nurture series. Examples of triggers are when someone:

  • Joins your email list
  • Places an order
  • Abandons their cart
  • Qualifies for a segment

Consider your objectives and segments when choosing your triggers. For example, if your goal is to increase repeat purchases, you may send personalised product recommendations to customers, setting the most recent purchase as the trigger.

4. Create your email nurture content

When writing copy for your email nurture series, consider these best practices:

  • Writing a subject line that piques curiosity for your chosen segment
  • Choosing product images that align with the buying intent of your segment
  • Writing a call to action that’s appropriate for the engagement level of your segment

And, if your marketing automation platform offers templates, use them to speed up the creation process and customise your emails with a first name tag.

6. Track performance of your email nurture series

Track metrics such as open, click, and conversion rates for each email to determine your most effective messages and identify where you need to improve. Make adjustments accordingly to achieve better outcomes.

3 benefits of effective email nurturing

  1. Increased conversions: With well-timed, strategic reminders and targeted offers, your subscribers are more likely to buy your products.
  2. High engagement and retention: Email nurturing keeps your brand top of mind, builds trust, and maintains a connection with your audience.
  3. Personalised experiences for subscribers: Email nurturing gives you in-depth insights into how subscribers interact with your marketing materials, helping you fine-tune your strategy for success.

Use Klaviyo to make the most of your email nurture series with:

Sign up for Klaviyo and build email nurture series that engage and convert.

Additional resources