Not every lead is ready to buy the day they join your list. A nurture sequence keeps the relationship warm, delivers value consistently, and positions you as the obvious choice when the lead is ready. Without it, every lead either buys immediately or disappears. With it, some of those disappearing leads come back weeks later and purchase.
What a Nurture Sequence Does
Runs in the background after your welcome sequence ends. Delivers valuable content at regular intervals. Maintains relationship presence automatically.
Recommended Structure
- Runs 4–12 weeks after the welcome sequence ends
- One email every 5–7 days
- Alternates between pure value and soft offers
- Contains an exit branch: if contact has a Buyer tag, remove from nurture and move to a buyer sequence
Steps
1
Go to Automation → Workflows → Create Workflow
2
Set trigger to "Tag Applied"
Use the tag you apply at the end of your welcome sequence.
3
Add a Wait step — 7 days
4
Add Email 1 — pure value
A useful tip, insight, or framework.
5
Continue the pattern for 6–10 emails with 7-day Wait steps between each
6
Add an If/Else branch before each offer email
Condition: contact has the Buyer tag. If Yes: exit sequence. If No: continue.
7
Toggle to Active
Common Mistakes
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Next Steps
- Not removing buyers from the nurture sequence — sending purchase-pitch emails to existing customers damages the relationship.
- Writing every email as a sales pitch.
- Building 8 weeks of content before testing 2 weeks.
- Not monitoring click rates — near-zero clicks signal content recalibration needed.
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