The Anatomy of a High-Converting Lead Nurture Sequence
Lead nurturing is where most businesses leave money on the table. Here's how to build sequences that actually convert.
The Problem with Most Sequences
They're either:
- Too aggressive - 5 emails in 5 days, then radio silence
- Too passive - One email, hope they respond
- Too generic - Same message to every lead
The Framework
A high-converting sequence has three phases:
Phase 1: Immediate Response (Day 1)
- Email 1: Acknowledge + set expectations (within 5 minutes)
- Text 1: Brief intro + best way to reach you
- Goal: Establish you're responsive and real
Phase 2: Value Delivery (Days 2-7)
- Email 2: Share relevant case study or resource
- Email 3: Address common objections
- Email 4: Social proof (testimonial/results)
- Goal: Build trust and demonstrate expertise
Phase 3: Decision Catalyst (Days 8-14)
- Email 5: Direct ask + clear CTA
- Email 6: Urgency/scarcity (if genuine)
- Email 7: Breakup email (final attempt)
- Goal: Get to yes or no
Key Principles
1. Personalization matters - Use their name, company, and situation
2. Provide value - Every touch should help them, not just sell
3. Mix channels - Email + SMS + phone for hot leads
4. Track everything - Know what's working and what isn't
5. Have a breakup - The final email should clearly close the loop
The Numbers
A well-built sequence should get:
- 50%+ open rates on email 1
- 20-30% response rate overall
- 10-15% conversion to call/meeting
If you're below these benchmarks, your sequence needs work.