Part of our guide: What is the best marketing software for a small business in the UK?.
Written by Dan Sagar, FoundationsAI. Updated October 2026.
An email nurture sequence is a short series of automated emails sent to people who are interested but not ready to buy yet. Each email answers a question they're likely to have or shows them proof that you're good at what you do, so that when they're ready, you're the obvious choice. You need one if people often say "not just yet" or go quiet after their first enquiry.
An example sequence
Here's a five-email sequence for a service business. Adjust the timing to how long your customers usually take to decide.
| When | What it does | |
|---|---|---|
| Day 0 | Thanks, and what happens next | Confirms you've got their enquiry and sets expectations |
| Day 3 | Answer the big question | Covers the thing most people ask about, such as price, timing or mess |
| Day 7 | A short case study | Shows a similar customer's problem, what you did and the result |
| Day 14 | Reviews and a guarantee | Two or three short reviews and anything that lowers the risk of saying yes |
| Day 21 | "Shall I keep you posted?" | Invites them to book, or to stay on a monthly email |
The sequence stops as soon as they reply or book.
Use proof, not promises
People trust what other customers say more than what you say about yourself. In each email, include one or two of these:
- A short review with the customer's first name and town, placed near the button to book
- A mini case study: the problem, what you did and the result, ideally with a number
- Before and after photos of a real job
- Your Google star rating and how many reviews you have
- Accreditations that matter in your trade
Don't cram it all into one email. Rotate it, ask customers' permission before quoting them and keep it up to date.
Writing tips
- One email, one job. Answer one question or show one piece of proof.
- Write like a person. Sign it from you, keep it short and use plain English.
- One clear next step. "Book a time" or "reply with any questions", not five links.
- Don't send too many. Five emails over three weeks, then monthly, is plenty.
The UK rules
This isn't legal advice, but you can usually email people who asked you for a price or bought from you, under the "soft opt-in", if you gave them a chance to opt out when you took their details. Every email needs an easy unsubscribe link. For anyone else, you need their consent. See the ICO's guidance on electronic marketing.
How to tell if it's working
Look at replies and bookings rather than open rates. Open rates are less reliable than they used to be, because some email apps now open messages automatically for privacy reasons. The number that matters is how many people on the sequence went on to book.
Common questions
How many emails should a nurture sequence have?
Four to six over two or three weeks is a good start, then a monthly email.
What's the difference between a nurture sequence and a newsletter?
A nurture sequence is a set series that starts when someone enquires. A newsletter goes to everyone at the same time.
Should I include prices?
If price is the question most people ask, yes. Answering it openly builds trust and saves time.
Can I use texts as well as emails?
Yes. A text is good for the first reply and a short check-in. Emails are better for detail like case studies and reviews.
Want one built for you?
Book a 45-minute demo and we'll show you a nurture sequence running on a live account. For the bigger picture, read our guide to automating lead follow-up.