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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Nurture Sequence

A nurture sequence is a series of automated emails designed to build trust and guide leads toward a purchase over time, by delivering relevant, valuable content at each stage.

Also known as: lead nurturing, nurture campaign, drip nurture

Most new leads aren't ready to buy immediately. A nurture sequence keeps you top of mind and steadily builds the trust and context that turns interest into a purchase.

How does a nurture sequence work?

After a lead subscribes, they enter an automated series that educates, demonstrates value, addresses objections, and gradually introduces your product — spaced over days or weeks.

What makes lead nurturing effective?

Relevance and timing. The best sequences meet leads where they are, lead with genuine value before the pitch, and adapt based on engagement.

Nurture sequence vs. one-off campaign

A campaign is a single send; a nurture sequence unfolds automatically over time for each lead, making it far better at moving prospects through the buying journey.

Related terms

Drip Campaign Abandoned Cart Email Email Automation Autoresponder Welcome Email Transactional Email

Related reading from Drip

Lead Nurturing Is Your Most Powerful Marketing Strategy 7 B2B Email Marketing Best Practices

Frequently asked questions

What is a nurture sequence?
A nurture sequence is a series of automated emails that builds trust and guides leads toward a purchase over time by delivering relevant, valuable content at each stage of their journey.
How does lead nurturing work?
After a lead subscribes, they enter an automated series that educates them, demonstrates value, handles objections, and gradually introduces your product, spaced out over days or weeks based on engagement.
Why is a nurture sequence effective?
Most leads aren't ready to buy right away. A nurture sequence keeps you top of mind and builds the trust and context that converts interest into a purchase, meeting leads where they are.
How is a nurture sequence different from a campaign?
A campaign is a single send to a group at one time, while a nurture sequence unfolds automatically over time for each lead. The sequence is far more effective at moving prospects through the buying journey.
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