Nurture Sequence
A planned series of follow-up messages that builds trust with a lead over time until they're ready to buy.
A nurture sequence is a run of messages — usually emails — designed to move someone from mildly interested to ready to buy. Rather than pushing for the sale on message one, it delivers helpful, relevant content in order: answering questions, showing proof, easing doubts, and gently making the case. Each message assumes the reader isn't ready yet and tries to earn the next step.
It's a close cousin of a drip campaign; the difference is intent. A drip is any automated, scheduled series, while a nurture sequence is specifically about warming up a not-yet-ready lead through education and trust. Nurtures often adapt to behavior — what someone clicks can change what they receive next — so the follow-up feels personal rather than canned.
Why it matters
Most leads aren't ready to buy the day they find you, and a nurture sequence keeps you helpful and top of mind so they choose you when they are.