BACKGROUND
This project was for a client in the professional development and online learning space. The goal was to move warm leads toward a decision without applying pressure, keeping the relationship intact for the people who weren't quite ready yet.
I wrote a next steps email that gives the reader multiple ways to move forward depending on where they are, because a nurture email that only works for the most ready segment of the list is leaving most of its job undone. The tone was written to feel like a genuine check-in rather than a sequence closer, so readers who aren't ready yet still come away with a positive impression of the brand. The result was an email built to convert the ready-now leads while keeping the almost-ready ones warm enough to convert later.
