Are you struggling to get results from email marketing? We asked industry experts to share one email marketing strategy that’s been particularly effective in nurturing leads and converting them into customers. Here are their tips for creating more engaging, personalized, and effective email marketing experiences for your audience.
- Interactive Emails Drive Conversions
- Self-Selected Content Boosts Engagement
- Behavior-Triggered Sequences Increase Conversions
- Tailor Email Journeys to User Actions
- Segment Audiences for Personalized Campaigns
- Match Email Pacing to Decision Velocity
- Gratitude-First Approach Builds Genuine Connections
- Personalize Content Based on Audience Segments
- ‘Almost-Too-Late’ Follow-Up Prompts Action
- Intent-Based Emails Address Customer Hesitations
- Story-Driven Sequences Build Trust and Authority
- Respond to Prospect Behavior, Not Timelines
- Use Cookie Data for Targeted Reminders
- Send ‘Imperfect’ Emails from Real People
- Leverage Data for Precise Message Timing
- Start Emails with Audience Concerns
- Write Emails That Matter, Not Templates
- Trigger Sequences Based on User Actions
18 Email Marketing Tips for Nurturing Leads
Interactive Emails Drive Conversions
Here’s the email strategy that’s consistently driven 18-22% conversion rates for my clients: diagnostic interactive emails that feel like a conversation, not a sales pitch. For a fitness app struggling with engagement, we sent a 2-question email:
“Which of these 3 workout roadblocks is crushing your progress?
(1) Can’t stay consistent
(2) Bored with routines
(3) No time”
Clicking any option triggered a personalized video from their CEO (recorded via Loom) addressing that specific issue, with a CTA to book a strategy call. This outperformed traditional nurture sequences by 340% in conversions because it made leads feel heard instantly.
The brutal truth? Most email failures happen because brands prioritize pretty templates over psychological urgency—your emails should act like a skilled therapist, surfacing pain points the prospect didn’t fully articulate. If you’re stuck, audit your last 50 unsubscribes: You’ll likely find vague CTAs (“Learn More”) instead of tangible next steps (“Book your 12-minute audit”).
Pro tip: Add a “Skip the Wait” link to your welcome email that jumps prospects directly to a booking page—we’ve seen 29% of conversions come from this impatient minority you’d otherwise lose.
Bowen He
Director, Webzilla Digital Marketing
Self-Selected Content Boosts Engagement
I’m absolutely convinced that asking prospects for explicit permission to send specific content types creates dramatically higher engagement than traditional nurturing.
We overhauled a SaaS client’s approach by replacing their standard welcome sequence with a “content menu” email letting new subscribers select topics they actually wanted to learn about.
This simple change increased their click-through rates by 118% and reduced unsubscribes by over 70%.
The power of this strategy comes from psychological ownership. When subscribers actively choose their content journey rather than having it imposed on them, they feel more invested in the relationship. Our data shows that self-selected content paths convert at nearly triple the rate of automated sequences.
Implementation requires creating content clusters around key topics and a simple preference center or in-email selection mechanism. We found that limiting choices to 3-5 categories provides enough personalization without overwhelming new subscribers.
Email effectiveness isn’t about sending more messages—it’s about sending the right messages to people who explicitly want them.
When subscribers choose their own adventure, they naturally stay engaged longer—take note of that.
Aaron Whittaker
VP of Demand Generation & Marketing, Thrive Digital Marketing Agency
Behavior-Triggered Sequences Increase Conversions
We believe that email marketing success isn’t about fancy templates or clever subject lines: it’s about delivering the right message at the right moment in the customer journey. When a SaaS client came to us with a 0.8% email conversion rate despite a healthy open rate, we discovered they were sending the same content to everyone regardless of behavior. By implementing what we call “Behavioral Trigger Sequences,” we created distinct nurture paths based on specific user actions.
We’ve found that emails triggered by specific behaviors consistently outperform scheduled broadcasts by 3-4x. For this client, we set up automated sequences that responded when someone viewed pricing, abandoned a demo booking, or engaged with specific features. Their conversion rate jumped to 3% within 60 days while sending 40% fewer total emails.
The biggest mistake we see is treating email as a broadcasting tool rather than a conversation engine. If you’re struggling with results, stop focusing on your sending schedule and start focusing on creating responsive sequences that address specific customer signals.
Jock Breitwieser
Digital Marketing Strategist, SocialSellinator
Tailor Email Journeys to User Actions
One email marketing strategy we’ve found particularly effective is using behavior-triggered email sequences—essentially letting the lead’s actions guide the flow of communication.
Instead of sending out a one-size-fits-all campaign, we set up email journeys that respond to how a lead interacts with content. For example, if someone clicks on a case study about a specific service, they’ll receive follow-up emails that dive deeper into that topic, offer relevant insights, or share client results in that area. This approach makes the conversation feel much more tailored and personal—because it is.
For leads that are more engaged, we might bring in soft CTAs like booking a call or joining a webinar. For colder leads, we’ll nurture them more gently with useful content until they’re ready.
If someone’s struggling to get results from email marketing, my advice would be: get laser-focused on value and relevance. Make sure your emails are actually useful to the person receiving them—whether that’s helping them solve a problem, learn something new, or get inspired. And always look at the data—open rates, click-throughs, and replies will tell you what’s working (and what’s not) so you can keep improving.
Email is still one of the best tools for building trust and moving leads forward—but only if you treat it like a conversation, not a broadcast.
Adam Barraud
Account Manager, Growthlabs
Segment Audiences for Personalized Campaigns
One email marketing strategy that has consistently delivered excellent results for nurturing leads is behavior-based segmentation paired with personalized drip campaigns. Rather than sending generic content to our entire list, we segment audiences based on their interactions—such as website visits, content downloads, or previous purchases—and craft tailored sequences that address their specific interests or pain points.
For example, implementing this behavior-driven approach led to a remarkable 40% increase in email open rates and nearly doubled our conversion rates within six months, as subscribers received messages closely aligned with their actual needs and stage in the buyer’s journey.
For those struggling with email marketing, my best advice is this: shift from a broadcast mindset to a personalized engagement strategy. Invest time upfront in clearly segmenting your audience, even into simple segments initially, and send fewer—but far more relevant—emails. Quality over quantity will significantly improve your results and ultimately lead to stronger relationships with your subscribers.
Owais Ahmed Khan
Director of Marketing & Growth, Rapyd Cloud
Match Email Pacing to Decision Velocity
Segmenting your email list based on decision velocity can completely change your approach to converting leads. Some people are ready to buy almost immediately, while others need months before they feel comfortable enough to make a purchase. Separate your audience by observing past behaviors, such as how quickly they open emails or click on offers. Those who respond quickly might appreciate more frequent, action-oriented emails, while the slower group benefits from educational content that helps them see value over time.
A practical tip for email pacing is to use a lead scoring system. Assign points based on actions like email opens, clicks, and website visits. Higher scores indicate a faster decision-making process. Tailor your messages to these scores: high scorers get direct calls-to-action, low scorers receive more nurturing content. Use tools that integrate with your email system to track this data effectively. This approach ensures email content matches the lead’s readiness to convert, enhancing engagement and improving conversion rates.
Will Yang
Head of Growth & Marketing, Instrumentl
Gratitude-First Approach Builds Genuine Connections
The best email marketing strategy I work on with my clients is something I like to call the “gratitude-first approach.” It starts with shifting your mindset when you think about those email addresses in your list.
These aren’t just potential sales or leads or whatever business jargon we want to use—they’re actual people who’ve invited you into their inbox. That’s a pretty intimate space these days! When you start from a place of genuine appreciation, everything about your email campaign changes.
Here’s what this looks like in practice: When someone joins your list, start by thanking them for trusting you with their inbox. Then give them something truly helpful that solves a small problem right away. This mindset shift from “what can I get from them” to “how can I serve them” changes everything.
For a vacation rental cleaner in Kona, this might be a simple checklist of “5 Things Guests Notice First (That Most Owners Miss)”—something they can literally print out and use that day. For a tour operator, it might be a mini-guide to “The Best Time to See Manta Rays Without the Crowds.”
Most folks struggle with email marketing because they’re trying to sound “professional” instead of human. Your emails should read like they’re coming from a person, not a marketing department. Drop the jargon, write like you talk, and for heaven’s sake, keep it short. If your first draft has the phrase “we are pleased to announce” anywhere in it, start over!
The biggest game-changer I’ve seen? Getting specific about who you’re talking to. Don’t send the same message to someone who’s been on three of your boat tours and someone who’s just discovering you exist. Create separate sequences that match where people actually are in their journey with your business.
Remember: people don’t read emails from businesses. They read emails from people who can make their lives better or solve their problems. Be that person.
Cole Mays
Founder, Neuma Creative
Personalize Content Based on Audience Segments
One of the most effective strategies for email marketing personalization at scale is truly personalization, not a mere injection of the first name into the subject line. Understanding audience segments in great depth and providing content that successfully conveys a message to those needs and actions is where the magic happens.
Taking behavioral triggers, such as an email sent to a passive customer who browses an item but passes on it, can create an on-time and direct engagement that should help drive conversions. Such seemingly automated sequences help build trust and volumes of credibility as they add value, educational content, or case studies before attempting to sell.
For those who consider email marketing a struggle, my recommendation is to shift your mindset from selling to serving. Brands often push promotions instead of considerations. Audit your emails – are they addressing customer pain points? Do you give value before asking for a conversion? A/B testing is your best friend. Every little test, from subject lines to types of content to placement of calls to action, helps to build a picture of what resonates with your audience.
Email marketing is not dead—it’s just evolving. Those brands that succeed are the ones treating it not as a sales channel but as a conversation.
Tom Jauncey
Head Nerd, Nautilus Marketing
‘Almost-Too-Late’ Follow-Up Prompts Action
One email strategy that has worked well for us is what we call the “almost-too-late” follow-up. It’s not about sending more emails; it’s about when and how you send that one message that moves someone off the fence.
Here’s how we do it: when a lead goes quiet after initial talks, we send a short email that says something like, “Just checking in before we close the loop on this.” There’s no hard-sell tone. No long copy. Just honest and to the point.
It works because it adds a soft sense of closure. People often reply with something like, “Thanks for following up—I meant to respond.”
If email marketing isn’t working, don’t just add more automation. Focus on sounding human, choosing the right moment, and making it easy for someone to say yes or no. Sometimes, one simple sentence does more than an entire drip campaign.
Vikrant Bhalodia
Head of Marketing & People Ops, WeblineIndia
Intent-Based Emails Address Customer Hesitations
One email marketing strategy that’s been particularly effective for us is sending follow-up sequences based on user intent. When someone visits our site and starts a reservation but doesn’t complete it, we trigger a short series of helpful, non-pushy emails—like reminders, FAQs, and testimonials from customers at that specific location.
This approach works because it addresses potential hesitation and builds trust without overwhelming the lead. We keep the emails simple, local, and focused on solving their storage problem quickly.
For anyone struggling with email marketing, my advice is to focus less on volume and more on timing and relevance. Don’t blast everyone with the same message. Instead, look at what your leads are doing—then send the right message at the right moment to help them take the next step.
Juan Castellanos
Senior Marketing Manager, SecureSpace
Story-Driven Sequences Build Trust and Authority
One email marketing strategy that has worked exceptionally well for me is using story-driven nurture sequences that lead with value and personal connection—not a hard sell. I craft welcome series and follow-ups that share behind-the-scenes context, relatable challenges, and actual client transformations tied to our proprietary frameworks like PRISM Ascend™. This builds trust, authority, and emotional resonance, ultimately driving conversions.
My advice for anyone struggling with email marketing is to stop trying to sound “marketing-like.” Start sounding human and strategic. Focus on solving one specific pain point per email. Don’t be afraid to show your personality, share stories, or explain why your offer matters. And always include a CTA—even if it’s just to hit reply or read more. Great email marketing isn’t about volume but relevance, rhythm, and relationship-building. When done right, it becomes your most powerful conversion tool.
Kristin Marquet
Founder & Creative Director, Marquet Media
Respond to Prospect Behavior, Not Timelines
Forget scheduled drip campaigns—watching what prospects actually do and responding accordingly is the game-changer most marketers miss.
We completely rebuilt a client’s nurturing program around specific behaviors rather than arbitrary timelines. When someone views pricing three times but doesn’t request a demo, they receive targeted objection-handling content.
When they download specific resources, follow-up emails deliver related case studies. This tailored approach increased their email-driven conversions by 67%.
The critical insight is that prospect behavior reveals intent far more accurately than demographics or time-based assumptions. When someone repeatedly visits certain product pages or engages with specific content types, they’re telegraphing their interests and concerns.
Implementation is straightforward: map key behaviors, create targeted content for each, and configure your marketing automation platform accordingly. We prioritize high-intent actions like pricing page visits, demo video views, and competitive comparison downloads.
Email success comes from listening to what prospects do, not just what they say. When you respond to actual behaviors rather than assumptions, conversion rates naturally improve.
Matt Bowman
Founder, Thrive Local
Use Cookie Data for Targeted Reminders
Email personalization is the best way to turn potential customers into actual buyers. Through cookie data, I could determine what customers were interested in, for instance, whether they were looking at a shiny copper faucet or a double oven range on our site. Then, I’d write emails reminding them of those products, perhaps with a limited-time promo code. It’s instant, personal, but also not too pushy. We saw a 22% increase in conversions when we used cookie data to remind people about items left behind.
When sending a personalized email, remember to keep it simple and accurate. Sort your list by what customers looked at or purchased. I tested this with a small batch of 500 subscribers, and click-through rates jumped 15% compared to generic blasts. It’s a simple way to target potential customers, and it pays off quickly.
Sofia Wang
Sr. Marketing Specialist, Luxury Appliances Division, EMPAVA
Send ‘Imperfect’ Emails from Real People
One strategy that has consistently worked for us is sending “imperfect” plain-text emails from a real person—not a brand. They feel more personal, less salesy, and get way more replies. I’ll write something like, “Hey, just wanted to check in—are you still looking for help with marketing?” Simple, human, and direct. It builds trust and starts conversations.
If your email marketing isn’t working, stop thinking like a marketer and start thinking like a friend. Ditch the fancy design, speak like a human, and focus on relevance over polish.
Justin Belmont
Founder & CEO, Prose
Leverage Data for Precise Message Timing
Personalization that goes beyond using a recipient’s name has been our most successful email marketing strategy for converting leads into customers. We’ve found that segmenting our audience based on their specific behaviors and interests allows us to create highly relevant content that resonates with their current needs.
For example, when we send different email content to subscribers who downloaded a specific resource versus those who abandoned their shopping cart, our click-through rates increase by nearly 25%. The key is leveraging data from past interactions to deliver the right message at precisely the right moment in their buyer journey—whether that’s educational content for new leads or product recommendations for those closer to purchase.
For marketers struggling with email results, we recommend focusing first on clearly defining your audience and setting specific, measurable goals for each campaign. Take time to craft compelling subject lines (they determine whether your emails get opened at all) and include just one clear call-to-action per email to avoid confusion. Consistently test different elements of your emails—from send times to content formats like videos or customer testimonials—and track your metrics to understand what works for your specific audience.
Remember that mobile optimization is non-negotiable since almost 50% of email clicks now come from mobile devices. Regular maintenance matters too—cleaning your list of inactive subscribers improves deliverability and engagement rates while protecting your sender reputation.
Thulazshini Tamilchelvan
Content Workflow Coordinator, Team Lead, Ampifire
Start Emails with Audience Concerns
I used to write emails that sounded nice. Polite introductions, light updates, maybe a call to action at the end. They received zero replies!
At some point, I asked myself: would I read this?
That’s when we shifted our approach. Now every email we send starts with one question: What’s something our audience is already worried about?
And then we just get to the point. No introduction. No fluff. We give one sharp insight or suggestion—something they can actually use. That’s it.
For one SaaS brand, we focused on content that wasn’t converting. We sent a simple email showing how to fix just the introduction of their landing page. People replied. Some even forwarded it to their team.
I realized nobody opens emails for pleasantries. They open them for clarity—for ideas they didn’t have five minutes ago.
That’s how we write now.
Nitesh Gupta
Founding Member at Concurate, Concurate
Write Emails That Matter, Not Templates
I stopped using templates for most sequences. We wrote each email as if it mattered. We sent fewer emails but paid more attention to tone and timing. That dramatically improved our reply and click-through rates. People can sense when something is copy-pasted junk. They ignore it before they finish scrolling through the second time.
If your emails seem to be ignored, check your intent. Are you trying to serve or just extract? People can sense these motives from the subject line. Write from a place of contribution, not conversion. Ironically, that’s when conversions finally happen. Email is a trust sport, not a trick game.
Jason Hennessey
CEO, Hennessey Digital
Trigger Sequences Based on User Actions
Behavioral segmentation combined with dynamic content is one of the most powerful email marketing strategies I’ve used. Rather than dispatching single emails to my entire list, I monitored user actions (such as which ads they clicked or the products they browsed) and automatically triggered email sequences based on those behaviors.
For example, when someone browsed native ad templates, they were given a custom sequence highlighting competitive insights in that category with a downloadable freebie. This approach reliably doubled open and click-through rates relative to generic campaigns. If anyone asks, my big advice is to stop thinking in terms of broad newsletters and start building journeys that are based on user intent. The more relevant your message is, the higher its chance to convert.
Hiren Shah
CEO, Anstrex
