Email 101: How to Nurture Leads Without Being Annoying

Let’s be real—no one likes that email. You know the one: “BIG SALE! BUY NOW! LAST CHANCE! PLEASE?! 😬”We’ve all hit unsubscribe faster than you can say “Spam folder.”

But here’s the thing: if you run a service-based business, email is still one of the best ways to stay in touch, build trust, and turn curious leads into happy clients—without feeling like a walking infomercial.

Step 1: Say Hello (Without Being Awkward)

When someone joins your list, don’t just throw them into your monthly blast like they’ve always been there. That’s like showing up to a first date with a moving truck.

Instead, send a welcome email that’s short, friendly, and helpful. Introduce yourself, set expectations, and maybe even offer something valuable—a freebie, tip, or discount.

Think: “Hey there! So glad you’re here. Let’s make your inbox a better place.”

Step 2: Be the Smart, Helpful Friend

This is where most people go off the rails and start pitching too soon.

But you? You’re better than that.

Use the next few emails to educate, inspire, or solve tiny problems your audience has.

This builds trust—and people hire businesses they trust.

Ideas:

• Share a success story or a quick tip

• Answer a common question

• Bust a myth in your industry (we love a good myth-busting moment)

Step 3: Lightly Mention That You're Awesome

Now that they’ve gotten to know you and they’re nodding along thinking, “Wow, this person really gets me,”—you can start talking about your services.

This is not the time to yell BUY NOW!!!This is the time to say something like: “Here’s how I help people like you—and what we can do together.”

Low pressure. Big value.

Step 4: Make the Offer (Like a Normal Human)

After building all that rapport, it’s totally fine to make an offer. In fact, people expect it at this point. Just keep it clear, kind, and benefit-focused.

Say: “Ready to book? Here’s a quick link. ”Not: “ACT NOW OR FACE CERTAIN DOOM!”

Step 5: Don’t Ghost Them

Not everyone will say yes right away. And that’s okay.

Send a gentle follow-up. Or a case study. Or a reminder. Maybe even a behind-the-scenes look at what you do. The key is to stay top of mind without becoming that person they avoid at the grocery store.