---
title: "Nurture"
module: "6"
type: lesson
order: 0
draft: false
---

![Nurture](/images/book/Nurture.png)

## Convert the Patient Majority

You arrive at **NURTURE** having just engineered the conversion in **SELL** — built the page, sequenced the trust signals, removed the friction, and earned the buyers who were ready. But step back from the till and look at everyone who came through **SELL** and left without buying. The person who read the whole page twice and closed the tab. The one who filled a cart and never reached checkout. The lead who opted in through your **GIFT** weeks ago, was tagged at **IDENTIFY**, and has been quietly watching ever since. These people are not failures of the funnel. They are the largest and most valuable audience you have, and NURTURE is the step that finally converts them. You are now at Step 6 of 9, closing the **CONVERT** level. By the end of this step you will have a complete **Sequence Map** — a documented set of automated email sequences, each with its trigger, its messages, and its timing — that goes to work on the not-yet-ready and brings a steady stream of them back, ready, in their own time.

**SELL** captures the ready. It cannot, by design, capture the patient — the person who is genuinely interested but needs more information, more trust, more time, or simply a better moment. A business that has only **SELL** converts the impatient few and silently discards everyone else. That silent discarding is the most expensive habit in ecommerce, because you have already paid for these people. You paid for the **HOOK** that stopped them, the **GIFT** that earned their trust, the **IDENTIFY** form that captured them. To let them lapse now is to throw away the most expensive part of the work and keep only the cheapest.

In the language of the **Multiplier Principle**, NURTURE shares the **conversion-rate** lever with **ENGAGE** and **SELL** — but it works on a different timescale, and it recovers a kind of conversion the other two structurally cannot. **ENGAGE** activates the lead at peak interest; **SELL** converts the ready; NURTURE converts the patient majority over days and weeks.

**The objective of this step:** to convert the leads who did not buy on first contact — the non-buyers from **SELL** and the segments captured at **IDENTIFY** — into customers over time, by delivering a deliberate sequence of value-led, well-timed messages that build trust, address objections, and guide each lead back to the offer at the moment they are ready.

## Why nurture works

Nurture works because **conversion is a process, not an event**, and the process runs on the prospect's clock, not yours. The buyer who closed your tab was not rejecting you. More often they were doing what careful buyers do: deferring a decision they were not yet equipped to make. They did not know enough, did not trust enough, or had a perfectly good reason — payday is Friday, the partner needs consulting, the current solution has not quite failed yet. None of these are objections you can argue away in a single sales page. They are dissolved by time and contact, which is precisely what nurture supplies.

This is also where Robert Cialdini's **reciprocity** does its quiet work over the long arc. Every genuinely useful email is a small gift, and gifts accumulate a sense of obligation that the recipient discharges, eventually, by buying. A sequence that pitches in the first message has reciprocated nothing; it has simply arrived in the inbox with its hand out. And all of this draws directly on your **Foundation Blueprint**: your Customer Avatar tells you the objections and false beliefs standing between interest and purchase. Your Company Context gives you the substance to dissolve them. Your Brand Voice keeps a four-week relationship sounding like one continuous voice.

One distinction is worth drawing cleanly. NURTURE is a **pre-purchase** programme: its job is to warm a lead toward their first sale. **EDUCATE**, which comes later at the **GROW** level, is a **post-purchase** programme: its job is to onboard, retain, and deepen loyalty in someone who has already bought. They look alike — both run on email, both unfold as sequences — but they serve different people at different moments.

## The anatomy of a nurture programme

Before mapping a single sequence, it helps to see what a complete nurture programme is made of, because the word "nurture" hides three quite different jobs that the unwary collapse into one.

The first layer is the **triggered sequence** — an automated series of messages that fires when a lead does something specific. Opting in through a **GIFT** fires a welcome sequence. Abandoning a cart fires an abandonment recovery sequence. Each is a self-contained, finite arc with a beginning, a middle, and a destination, and each runs automatically the moment its trigger condition is met.

The second layer is the **long-term nurture rhythm** — the ongoing cadence that catches everyone after their triggered sequences have run their course. Once a welcome sequence ends, the lead falls into your broadcast rhythm: the regular drumbeat of newsletters, content, and periodic offers that keeps you present in the inbox.

The third layer is **segmentation** — the cross-cutting intelligence that decides *which* messages a given lead receives, drawn from the tags applied at **IDENTIFY**. Without it, all three layers send the same thing to everyone, which is the single most common way nurture fails.

A complete programme has all three: triggered sequences for the hot moments, a long-term rhythm for the patient wait, and segmentation deciding who gets what.

## The Sequence Map

To build a nurture programme deliberately rather than accreting random emails over time, work from the **Sequence Map** — the signature tool of this step.

| Sequence | Trigger | Goal | Cadence and message arc |
| :--- | :--- | :--- | :--- |
| **Welcome** | Opt-in via a **GIFT** (tagged at **IDENTIFY**) | Convert new trust into a first purchase | Day 0 deliver the gift; Day 1 brand story and what you stand for; Day 3 the core problem and why common fixes fail; Day 5 proof and a relatable customer journey; Day 7 belief-shift on the key objection; Day 10 the offer, framed as the obvious next step |
| **Abandonment recovery** | Cart or checkout abandoned, no purchase | Recover a sale the buyer nearly completed | ~1 hour a gentle reminder, items still waiting; ~24 hours address the likely objection — cost, doubt, postage; ~48–72 hours a final nudge, optional genuine incentive |
| **Browse / interest** | Viewed a key **SELL** page, did not add to cart | Turn consideration into action | Day 0–1 reinforce the benefit they were weighing; Day 2–3 social proof and answers to the obvious question; Day 5 a soft invitation back to the page |
| **Long-term nurture / broadcast** | Triggered sequence completed without purchase | Stay present and trusted until they are ready | Weekly or fortnightly value-led content; periodic offers woven in; segmented by tag; runs indefinitely until they buy or unsubscribe |
| **Re-engagement / win-back** | No open or click in 60–90 days | Reclaim the lapsing before they are lost | One honest "are you still interested?" message; one last piece of strong value; then a clean goodbye and suppression |
| **Post-purchase** | First purchase completed | Confirm the decision, hand over to **GROW** | Immediate confirmation and reassurance; Day 2–3 how to get the most from it; later, the natural next purchase — the handover to **UPSELL** and **EDUCATE** |

The **welcome sequence** is the most valuable real estate in your entire programme, because it reaches the prospect at the precise moment they are warmest — they have just raised their hand for your **GIFT**, they remember exactly who you are and why they cared, and they are, briefly, paying attention. Squandering the welcome window on a single bland "thanks for subscribing" is among the costliest mistakes in email.

The **abandonment recovery sequence** is the most urgent, because it works against a closing window. A lead who reached the cart was minutes from buying; the intent was almost fully formed and is still warm an hour later, cooler the next day, and largely gone within the week. Reserve any genuine incentive for the final message — lead with a discount and you teach your audience to abandon carts on purpose.

## Choosing the right sequence

The sequences are not interchangeable. The choice is governed not by taste but by the **trigger** and the **goal**.

| Sequence type | Trigger — what they did | Their state of mind | Goal | Tone and timing |
| :--- | :--- | :--- | :--- | :--- |
| **Welcome** | Opted in for a **GIFT** | Curious, warming, not yet sold | First purchase + relationship | Generous, unhurried — days |
| **Abandonment recovery** | Left a full cart | High intent, interrupted or hesitant | Recover the near-sale | Direct, prompt — hours |
| **Browse / interest** | Viewed a **SELL** page | Considering, not yet committed | Move consideration to action | Reassuring, light — a few days |
| **Re-engagement** | Went quiet (60–90 days) | Drifting, possibly lost | Reclaim or release cleanly | Honest, low-pressure — one short arc |
| **Post-purchase** | Bought | Decided, seeking reassurance | Confirm, then grow | Warm, helpful — staged |

Read the matrix as a single rule: **the hotter and more recent the intent, the faster and more direct the sequence.** A cart abandoner is the hottest lead you have outside an active checkout, so you move in hours and speak plainly. A lead who has gone quiet for two months is nearly lost, so you make one honest attempt and, if it fails, let them go — because a list full of people who never open actively drags down your deliverability for everyone else.

## What good looks like

| Signal | Typical band | Diagnosis of a weak number |
| :--- | :--- | :--- |
| **Routine campaign open rate** | 30–45% reported across industries (Klaviyo 2024: 35–45%; Mailchimp 2025: ~34–36%). Note: Apple Mail Privacy Protection inflates reported open rates by approximately 10–15 percentage points. Click-to-open rate (CTOR) is a more reliable engagement metric. | Low: weak subject lines, poor list hygiene, or deliverability trouble |
| **Routine campaign click rate** | ~1.5–4% across industries; all-industry average 2.62%; ecommerce-specific average ~1.74% (Mailchimp Email Benchmarks, December 2023) | Low: weak relevance or a buried, unclear call to action |
| **Welcome email opens** | For ecommerce specifically, welcome emails average 34–36% open rates — approximately 2–3× the routine campaign rate (Omnisend 2025 Ecommerce Marketing Report) | Below that multiple: you are wasting the warmest window you have |
| **Cart-recovery conversion** | Klaviyo's analysis of 143,000+ abandoned cart flows (2024) shows a 3.33% placed-order rate per individual email sent. Well-optimised multi-step sequences recover approximately 5–15% of abandoned carts in total | Low: too slow, too generic, or the objection went unaddressed |

## Action Checklist

- [ ] **Define Nurture Segments:** Based on tags from IDENTIFY (e.g., `gift_checklist_download`) or website behavior (e.g., `abandoned_cart`). Prioritize key segments.
- [ ] **Set Goals per Segment:** What do you want each segment to do after the nurture sequence (e.g., Visit sales page? Purchase?)?
- [ ] **Map Email Sequence Flow(s) (Use AI Prompt N1):** Outline the core messages/angles for your primary nurture sequence(s). Define key content pillars.
- [ ] **Draft Email Copy (Use AI Prompts N2, N3, N5):** Generate draft subject lines and body copy for each email in your sequence(s). *Refine thoroughly for value, flow, and Brand Voice.*
- [ ] **Plan Retargeting Campaign(s):** Define target audiences (e.g., website visitors — 30 days, cart abandoners — 7 days). Determine core message angle.
- [ ] **Draft Retargeting Ad Copy (Use AI Prompt N4):** Generate variations of headlines and body copy for retargeting ads. *Refine.*
- [ ] **Set Up Email Automations:** Build your sequences within your ESP, triggered by the appropriate tags/segment entry. Include clear CTAs linking to your **SELL** page where appropriate.
- [ ] **Build Retargeting Campaigns:** Set up campaigns in your chosen Ad Platform using the defined audiences and refined copy. Ensure tracking pixels are correctly configured.
- [ ] **Review & Test:** Read through entire email sequences. Test triggers and automation logic. Confirm buyers are auto-excluded once they convert.
- [ ] **Output Check:** Confirm active email nurture sequences are running, populated with refined, AI-assisted content.

## AI Prompts for This Step

*Always paste your Foundation Blueprint and lead segment details into the chat before running these prompts. Replace every placeholder with your specific data.*

---

**Prompt N1 — Email Nurture Sequence Outline**

```
ROLE: Act as an Email Marketing Strategist specialising in lead nurture sequences for Ecom.

OBJECTIVE: Design a logical multi-email nurture sequence for a specific lead segment, defining the purpose and angle of each email.

CONTEXT:
- Lead segment: [e.g., Leads who downloaded the Conversion Checklist, tagged 'gift_checklist']
- What the Gift delivered: [Brief description of the value they already received]
- Nurture goal: [e.g., Guide this segment to purchase the Core Offer within 14 days]
- Core Offer: [Name and brief description]
- Key customer Objections to overcome: [List 2-3 from Foundation]
- Brand Voice: [Adjectives]

KEY INSTRUCTIONS:
1. Recommend a sequence structure (e.g., 5-email or 7-email) with a cadence (e.g., days 1, 3, 5, 8, 12).
2. For each email, define: Email number / Send day / Goal / Angle (e.g., Value tip, Customer story, Objection handler, Unique Mechanism, Offer introduction).
3. Apply Intent-Based Branding principles — value first, then story, then belief-shifting, then offer.
4. The offer should not appear before email 3-4.

TONE & FORMAT: Strategic, clear. Table or numbered list with one row/entry per email.
```

---

**Prompt N2 — Engaging Email Subject Line Variations**

```
ROLE: Act as an Email Copywriter specialising in subject lines that drive opens without misleading subscribers.

OBJECTIVE: Generate subject line options for a specific email in a nurture sequence, across multiple angles.

CONTEXT:
- Email goal/angle: [e.g., Share a customer success story / Deliver a value tip / Introduce the Core Offer]
- Core message of this email: [One sentence summary]
- Brand Voice: [Adjectives]
- Segment: [Brief description of who receives this]

KEY INSTRUCTIONS:
Generate 6 subject line options covering these angles:
1. Curiosity — tease the content without giving it away
2. Benefit — promise a specific outcome
3. Story — hint at a relatable narrative
4. Direct — state exactly what's inside
5. Question — pose a relevant question
6. Urgency/Scarcity — only if genuinely applicable

TONE & FORMAT: Match Brand Voice. Numbered list of 6 options, each labelled with its angle.
Constraints: No misleading clickbait. Keep under 50 characters where possible.
```

---

**Prompt N3 — Draft Specific Nurture Email Body**

```
ROLE: Act as an Email Copywriter skilled at writing value-driven, relationship-building nurture emails.

OBJECTIVE: Write a full draft email body for one specific email in the nurture sequence.

CONTEXT:
- Email goal/angle: [e.g., Share a customer success story that overcomes the 'will it work for me?' objection]
- Sequence position: [e.g., Email 3 of 5]
- Brand Voice: [Adjectives]
- Customer Pain or Objection this email addresses: [From Foundation]
- Key message or story to convey: [Brief outline]
- CTA for this email: [e.g., Link to the Sales Page / Reply with a question / Read a related blog post]

KEY INSTRUCTIONS:
1. Write a complete email body draft (~150-250 words).
2. Open with an engaging first line that earns the read.
3. Deliver the core value, story, or insight — make it genuinely useful or relatable.
4. Weave in a natural transition to the CTA without hard-selling.
5. Close with a CTA that matches the sequence stage (soft early, direct later).
6. Match Brand Voice throughout.

TONE & FORMAT: Conversational, value-driven, Brand Voice. Full email body ready to refine.
```

---

**Prompt N4 — Retargeting Ad Copy Variations**

```
ROLE: Act as a Performance Marketing Copywriter specialising in retargeting campaigns.

OBJECTIVE: Generate headline and body copy drafts for retargeting ads aimed at a specific warm audience segment.

CONTEXT:
- Core Offer: [Product/service name and price]
- Brand Voice: [Adjectives]
- Target audience segment: [e.g., Product page viewers (14 days) / Cart abandoners (7 days) / Gift downloaders who haven't purchased]
- Primary reason they likely didn't convert: [e.g., Price concern / Needed more proof / Got distracted]
- Message angle: [e.g., Reinforce social proof / Address price concern / Remind of the benefit they're missing]
- Desired action: [e.g., Return to Sales Page / Complete checkout]

KEY INSTRUCTIONS:
1. Generate 3 ad variations, each with: Headline (max 40 chars) + Body copy (~60-80 words).
2. Vary the angle across variations: social proof, benefit reminder, objection handler.
3. Each must feel relevant to someone who already knows the brand — not a cold intro.
4. Include a clear CTA in each body copy.

TONE & FORMAT: Direct, relevant, Brand Voice. Three clearly labelled variations.
```

---

**Prompt N5 — Abandoned Cart Email Sequence**

```
ROLE: Act as an Email Recovery Specialist skilled at abandoned cart sequences that win back lost sales.

OBJECTIVE: Draft a 3-email abandoned cart recovery sequence with subject lines and body copy for each email.

CONTEXT:
- Product abandoned: [Name and price]
- Brand Voice: [Adjectives]
- Guarantee: [Summary]
- Most likely reason for abandonment: [e.g., Price shock / Distraction / Wanted to think about it / Payment issue]
- Incentive available (if any): [e.g., 10% discount on Email 3, or none — stick to value/urgency]

KEY INSTRUCTIONS:
Email 1 (Send: 1 hour after abandonment) — Gentle reminder. Assume distraction, not rejection. Remind them what's in the cart and why they wanted it.
Email 2 (Send: 24 hours) — Address the most likely objection. Reference the guarantee. Build confidence.
Email 3 (Send: 48-72 hours) — Final nudge. Light urgency or offer incentive if available. Clear CTA.

For each email generate: Subject line (2 options) + Full body copy (~100-150 words).

TONE & FORMAT: Helpful, non-pushy escalating to direct. Three emails, each clearly labelled with timing.
```

---

*Nurture relies on specific Foundation context — customer psychology, brand story, objections. Refine all AI drafts for genuine connection.*
