Lead nurturing includes attracting prospects and building strong and meaningful relationships with them to grow your customer base and increase your business sales.

So, to grab prospects’ attention and retain them throughout the buyer journey, you need to make their experience the best it can be and provide relevant content every time.

Email marketing has proven to be a very useful way to stay in touch with prospects as it helps you resolve any issues and encourages them to complete a purchase.

There are lots of tactics on how you can do all of this, but we’ve selected 4 best email copywriting practices for nurturing leads that you should try right away!

4 best email copywriting practices to nurture prospects

1. Use segmentation and automation to create the most effective email campaigns

For your email campaign to be most effective, you must first know your prospects well enough to know what their exact needs are by age, gender, location, past activity, and the like.

Segmentation separates your audience and makes your life easier when creating emails that will encourage a specific group of prospects to continue their journey.

Sending the same identical email to everyone is a huge mistake.

So you need to track their movement and pay attention to their behavior, then adjust the email accordingly.

As an example, Litmus use geographic location data to inform attendees of their conference to be held in several cities about some important details and thereby make these emails relevant to their clients.

This is how the email addressed to those attending the conference in Boston looks like:

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This type of segmentation is necessary, especially when it comes to businesses where location is an important factor influencing the number of sales.

Also, it’s another way to get more personal with your prospects and make them feel valued.

It’s important to have high-quality content to offer your audience, but what’s even more important is providing the right content for a specific group of prospects. valuable to them.

When it comes to automation, most businesses are familiar with the process of scheduling email campaigns to speed up the whole process and get the most out of email marketing.

You can automate different types of messages:

  • Welcome email
  • Bid over/cross-sell
  • News or updates
  • Reminder email
  • Special holiday offers

This can not only make your life easier but also allow you to devote a little more time to some other tasks and learn more about your prospect’s behavior.

By regularly scheduling your emails and sending them at the most convenient time, you can cover every possible opportunity to make an impact on your prospect.

Tools that can help you send automated emails to your prospects are Poptin Autoresponder.


It allows you to customize your emails to match your brand perfectly, use merge tags to personalize more with your prospects, and see all the metrics you need to track open rates, clicks, and the like.

It’s very easy to use, and you can create your first automated email in less than a few minutes.

By incorporating automation and segmentation into your business strategy, you will see how quickly you can increase your customer base and also build stronger relationships.

2. Add an attractive and effective CTA to guide your prospect

CTA (Call-To-Action) is important when creating effective emails because people like to get to the point and know exactly what they need to do to make their intentions come true.

A CTA needs to be bold, straightforward, and to clarify exactly what needs to be done in order for the prospect to take a certain step forward.

They shouldn’t be too complicated because that will only confuse the subscriber even more, and they should be relevant to the content of the email itself.

If you want to make your prospects slow down a bit and pay attention to what you have to offer, you need to make your CTA stand out.

In addition to a great email design, freelancer have a self-explanatory CTA in a contrasting orange that stands out and guides their prospects to take certain actions:


There is no room left for confusion, and that is what may be the key factor in making a buying decision and resolving it.

It also implies that there is no time left to waste and you should ‘Get Started Today’ and join their successful community.

It is a simple, clear and action-driven CTA, which is the main characteristic that an effective CTA must have.

Of course, it has to be relevant to the rest of the email content and the content itself has to be high quality, educational, and buyer-centred, but more on that in the following paragraphs.

3. Pay attention to the subject line and create a strong email body to provide prospects with valuable content

To make it impossible for your prospects to open your email, you need to pay attention to the subject line.

It should be unique and interesting enough to grab their attention, but also clear, specific, and always a good idea to add a certain sense of urgency.

If they feel they are missing out on a valuable opportunity if they don’t open the email, it will be harder for them to ignore it.

So pay attention to the subject line and offer them a solution to a problem or make an exclusive announcement that will captivate them.

When it comes to the body of an email, it should be well structured, full of valuable, and relevant content.

When they read the content of your email, prospects need to feel that everything is centered on their needs.

They also need to feel that you care about them and that they are not just a source of income for you.

Some other items you should consider are:

  • Optimize your content for phones, tablets and desktop devices
  • Try and A/B test different email styles
  • Make your content highly converting
  • Organize your content well

Structuring your email body is very important if you want to compose an effective email and send a clear message.

There are several steps to creating a well-structured email:

  1. Find their pain points and show your prospects that you understand them and that you want to help them.
  1. Then, slowly state the solution you want to give them and make them curious by explaining all the benefits of your product/service.
  1. After that, to build believeYou need to prove to them that your existing customers are really satisfied with your product or service, and one of the best ways to do that is by using testimonials or reviews.

Casper Is it like this:


People feel more confident about their decisions if they know others have tried a particular product or service and are happy they did.

When they realize they made a good decision and got what they promised, they will just keep coming back to your brand.

4. Build rapport with your prospects and customize emails to create that special bond

Building a strong relationship with your prospects is important for several reasons:

  • It builds trust
  • It inspires loyalty
  • It improves the overall customer experience
  • It helps grow the customer base

So you need to try your best to get to know your customers and give them a chance to get to know your products/services and connect with your brand story.

As long as you take care of them by providing them with useful, educational and engaging content, they will be happy to come back to your brand any time.

Encourage certain tactics to engage your prospects such as using polls, adding interactive videos, asking questions, and personalizing emails.

Being personal with customers is very important because people love the intimate feeling of being in this relationship.

DAVIDsTEA do this in a great way by using their customers’ personal data as we can see below:


Using warm tones is a necessary detail if you want to appear friendly and approachable, and it’s important that you use the same tone every time to create continuity.

In addition, you must be honest, respectful, and promptly provide them with relevant content.

Your customers shouldn’t feel like they’re just a number to you because that could turn them away from your business, but they should feel special and important every second of their journey.

These are some basic tactics you can use to further personalize your email:

  • From Name – the best tactic here is to change the Dari Name and use a more personalized version such as a brand name, product/service name or specific employee name if you work for a company
  • Subject Line – as we’ve already mentioned, subject lines are very important, and what can make it even more effective is to include the prospect’s first name in it.
  • The copy itself – you can go a step further and use the prospect’s first name in the copy itself; other than first name, you can use any personal data you have obtained so far such as date of birth or gender

Create a special bond with your prospects and show them you care, and your business will hit its peak much earlier than you expected.

With this simple tactic, you can not only grow your customer base but also build trust and loyalty.


Staying in touch with prospects is the best method a business owner can adopt, and running an email campaign really helps.

Apart from targeting your prospects, offering them valuable content, and building relationships with them, you can also automate certain tasks by using tools like Poptin Autoresponder.

It allows you to create and customize eye-catching emails and speeds up the whole process by easily scheduling them.

These 4 email copywriting practices are some of the best there is, so give it a try now!

Tags: copywriting practices, cro, email automation, email campaigns, email copywriting, email marketing, lead generation, popups, sales