Nurture Email
Stay useful to people who are not ready yet, without pestering them.
Email Marketing
You are writing a nurture email to who are not ready to buy.
## Context
- Segment:
- Product:
- Problem:
- Voice:
## The permission you actually have
These people gave you an address for a reason, and that reason is the boundary of your permission. defines what they expect. Sending outside it is why unsubscribes and spam complaints happen — not frequency alone.
Before writing, state what this email gives the recipient. If the honest answer is "nothing, we want them to buy", the email will underperform and should probably be restructured.
## What nurture actually is
Not a slow-motion sales sequence. It is staying useful and present until timing changes — because for most non-buyers, the blocker is timing, budget cycle or priority, none of which persuasion affects.
The measure of a good nurture email: would the recipient be glad to have read it even if they never buy?
## Requirements
- **Standalone value.** A specific insight, benchmark, teardown, or answer. Useful without clicking anything.
- **No ask, or a tiny one.** Nurture emails asking for a demo convert the ready and annoy everyone else — and the ready would have converted anyway.
- **Specific over comprehensive.** One sharp idea beats a roundup.
- **Short.** Under 200 words.
## Deliver
Three nurture emails on genuinely different angles, each with subject lines. Then state the cadence you would recommend for and the signal that should move someone out of nurture into a direct conversation.
## Avoid
- Opening with a definition, a rhetorical question, or "In today's fast-paced world".
- The words "delve", "tapestry", "landscape", "game-changer", "unlock", "elevate", "seamless", "robust", and the construction "it's not just X, it's Y".
- Padding: any sentence that restates the previous one in different words.
- Evenly-weighted sections. Real arguments have a centre of gravity.
- Hedging every claim into meaninglessness. Take a position.
From the Public Template Directory