Sometimes, asking a customer to part with their credit card details is like asking Gollum to part with the ring. It’s just not going to happen. But at least they’ve already given you something valuable: purchase intent and their email address.

With those two things, you can make magic happen. Or, more specifically, a lead nurture sequence can.

The purpose: A lead nurture sequence does several things.

• It’s meant to deliver something that was promised, like a promo code, free eBook, or guide. Basically, anything of value that is given in exchange for their contact details. 
• It needs to provide more information about your brand, who you are, who you serve, why you do what you do, and what really sets you apart from your competitors. Thereby “nurturing” the lead until they’re ready to buy from you.

The strategy: Share your unique selling proposition from your brand ethos or individual product levels. Promote bestsellers and remove potential objections that are keeping them from buying. For example, their objection could be price-related, overcome it by emphasizing the quality of the product and what sets you apart. 

If trust is another objection to sell, demonstrate proof that other people love and use your products. Regardless of whether it’s video or text, share some testimonials with your leads to help nudge them along to where they’re ready to whip out that card.

As one of the Six eCommerce Core Email Marketing Pillars, a lead nurture sequence is one of the most crucial flows that any eCommerce store needs.