Let’s be honest—most “nurture email best practices” floating around out there sound like they were written in 2015 and haven’t aged all that well. Things like “personalize your message” and “segment your list” are fine… but kind of the bare minimum now, right?
So let’s shake things up. Here’s a modern, fresh take on the usual nurture email best practices with upgrades that actually match how people read and interact with emails today. Still rooted in solid strategy, but way more relevant (and interesting) for 2025.
1. Personalization? Think Micro-Moments Instead
Sure, adding someone’s name is nice. But real personalization is way deeper than that—it’s about context, not just tokens.
Instead of greeting someone with “Hi Sarah,” try weaving in clues from their behavior:
- “Saw you checking out our pricing page 👀 Thought this might help.”
- “You downloaded our guide on team productivity—here’s the 3-minute version if you’re crunched for time.”
- “You liked our Slack tips post—here’s a Notion hack you’ll love.”
It shows that you’re not just sending lead-nurturing emails. You’re paying attention. You’re showing up with purpose. That feels personal in the best way.
2. Don’t Just Provide Value—Deliver It When It’s Needed
The old-school advice tells you to “offer value in every email.” That’s cool in theory, but dumping a bunch of info “just in case” someone might need it? Not so much.
Instead, go for just-in-time value. Deliver a single, snackable tip or insight that’s laser-focused on what they’re doing right now.
Say someone recently signed up but hasn’t touched your tool yet. Instead of sending a huge how-to guide, try this:
“Not sure where to start? Here’s a 60-second video showing exactly how most users hit the ground running.”
It’s short, actionable, and relevant. You’re saving them time while still showing up with value—that’s a win.
3. Ditch the Drip—Let the Journey Be Dynamic
Traditional nurture campaigns stick to rigid timelines: Email 1 on Day 1, Email 2 on Day 3, and so on. But people don’t move that predictably through their buying journey anymore.
So instead of time-based campaigns, build dynamic paths that adjust based on what people do (or don’t do). If someone reads your entire email but skips the CTA, maybe they need social proof next. If they click a comparison chart, skip the basic intro and send them your advanced walkthrough.
Smart platforms can automate this now. Instead of treating everyone the same, you respond to actual intent on their timeline, not yours.
4. Segment Based on Mindset, Not Just Metadata
Traditional segmentation focuses on surface-level stuff: industry, job title, or which form they filled out. But let’s go deeper.
Segment by emotional state + behavior clues. It’s about figuring out where their head is at:
- “Researching but cautious”
- “Curious but overwhelmed”
- “Ready to buy, just needs a final nudge.”
Then tailor content to match those states. A hesitant researcher doesn’t need pricing—they need reassurance. Someone overwhelmed doesn’t want features—they want clarity.
Once you start doing this, your emails feel shockingly relevant. And that’s what makes people actually engage.
5. Clear CTA? Cool. But Let Them Choose Their Own Path, Too
Having a single CTA is smart… but don’t be afraid to offer options subtly. People don’t all move at the same speed or want the same thing from you.
Try this:
“Want to dive in? Book a 15-min call.
Not ready yet? Check out how Jamie used this tool in under 5 mins.
Prefer to browse later? Hit ‘save for later’ and we’ll remind you.”
It’s low-pressure, and it gives your reader a sense of control, which, let’s face it, feels way better than a hard push to “BUY NOW.”
6. Don’t Just “Use Visuals.” Design for the Pause
Sure, images can make emails pop, but they should actually stop the scroll, even if just for a second.
Static stock images don’t do that anymore. Instead, try:
- Short looping product GIFs showing your tool in action
- Cinemagraphs that catch the eye without being obnoxious
- Illustrated flowcharts or maps that make complex info easy to digest
Bonus points if your visual tells a story faster than your copy ever could.
And hey, even a meme works if it fits your brand. People will pause if it makes them laugh or nod their heads.
7. You Don’t Always Have to “Nurture”
Sometimes, the best nurture email is… just vibing.
Not every message has to teach, pitch, or push. Try showing up like a human who’s not always trying to convert:
- A short note: “Hey, no pressure. Still here if you have questions.”
- A behind-the-scenes photo of your team doing something fun
- A curated Spotify playlist or podcast you think your audience would enjoy
This kind of “non-salesy” moment builds trust faster than any hard CTA could. It’s the digital equivalent of waving hello instead of pushing a brochure in their face.
Final Thought
The fundamentals of nurture emails still matter—consistency, value, relevance—but it’s how you execute that makes all the difference. Your leads aren’t bots, and they don’t want robotic emails. They want connection, timing, and a little personality.
So yeah, keep the best practices. Just dress them up in a modern jacket, break a few rules, and make it feel real again.