The Best Email & SMS Templates to Nurture Leads

Emailing leads and staying in touch via SMS helps to build and maintain relationships with potential customers. By regularly sending relevant and valuable content, businesses can establish themselves as thought leaders in their industry and position themselves as a trusted resource for their leads.

Texting and email used together represents an effective way to nurture leads and move them down the sales funnel. Texts have a 98% open rate compared to 20% in emails (SMS Comparison, 2022). It’s ideal for businesses to combine email and texting since 72% of consumers say they would rather connect with brands and businesses through multiple channels. By providing valuable content and offering next steps, businesses can guide leads through the decision-making process and ultimately convert them into paying customers.

Furthermore, staying in touch with leads helps to keep the business top of mind for potential customers. By sharing content regularly, businesses can remain visible and relevant in the minds of their leads, increasing the likelihood that they will purchase from the business when they are ready to buy. There are several types of email and SMS templates that businesses can use to stay in touch with and nurture leads:

  1. The Welcome Message: This is the first correspondence a business should send to a new lead. It should introduce the business and its services, explain the purpose of the email or text, and encourage the lead to take a specific action, such as visiting the business’s website or following the business on social media. In these initial conversations, it’s important to thank the recipient for signing up or expressing interest in your business. Be sure to personalize the message and make it specific to the recipient’s interests or needs.
  2. The Educational Message: This type of message provides valuable information to the lead, such as tips, resources, or industry insights. The goal is to establish the business as a thought leader and build trust with the lead. Remember to include a call to action, such as a link to the full content or a request for the recipient to share their thoughts or feedback.
  3. The Nurture Message: This message is designed to build a relationship with the lead over time. It could include personalization, such as addressing the lead by name and mentioning their specific interests or needs. A business can identify these interests based on previous interactions or by segmenting the email list based on the potential customer’s behavior. The goal is to keep the email/text recipient engaged and move them closer to making a purchase.
  4. The Promotional Message: This message promotes a specific product or service, offering discounts or special deals to encourage the lead to make a purchase. Businesses should clearly describe the offer and explain why it is valuable to the potential customer. Use persuasive language and include any relevant details, such as terms and conditions or expiration dates. Finally, include a clear call to action, such as a link to a landing page or a request for the lead to take advantage of the offer. 
  5. The Re-engagement Message: This message is sent to leads who have not responded to previous emails/texts or who have not interacted with the business in a while. It should include a call-to-action to encourage the lead to take a specific action, such as reading recent blog posts or scheduling a demo.  


Regardless of the type of email or text, it’s important to keep the message concise and focused, and to use a clear and actionable subject line. It’s also important to include a clear call-to-action, such as a button or link, to make it easy for the lead to take the next step. Overall, the best templates for businesses are those that are personalized, relevant, and provide value to the lead. By following these guidelines, businesses can effectively nurture their leads and move them down the sales funnel.

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