Nurture campaigns: Build trust before they’re ready to act

Not every visitor to your website is ready to pick up the phone.

Some are just exploring. Some are comparing their options. And many are simply not ready to take that next step – yet.

That’s where a nurture email campaign shines. It helps you stay in touch, build trust, and remain top-of-mind until they’re ready.

Whether you’re already using a platform like Mailchimp or starting from scratch, a simple nurture campaign can be one of the most powerful tools in your client journey.

What is a nurture campaign?

A nurture campaign is a series of automated emails sent to prospective clients over time.

Unlike a newsletter – which goes out to everyone at once – a nurture campaign is triggered by an action, like downloading an ebook or booking a meeting, and tailored to the person’s stage in the journey.

Think of it as a friendly follow-up series. It’s not about selling. It’s about helping.

Why they work so well for advice firms

Advisers deal in trust, not transactions. Most people don’t choose a financial adviser on impulse – they take time to consider, reflect, and research.

A good nurture campaign:

• Shows you’re consistent and responsive
• Educates in small, easy-to-digest pieces
• Reinforces what makes your approach different
• Keeps your name familiar for when the time is right

This isn’t about pushing people. It’s about staying present without pressure.

What to include in your nurture emails

You don’t need fancy graphics or long essays. In fact, simple emails that look like they’re written by a human work best.

Here are some content ideas:

• Welcome message – who you are, how you work, what to expect
• Answers to common questions – e.g. “How much does advice cost?”
• Client or team story – build connection through real voices
• Key philosophy or belief – what sets your advice apart
• Light touch CTA – invite to book a call or explore your site

Each email should focus on just one idea. Keep it short and easy to read.

Timing and structure tips

Start small. A great beginner series includes 3–5 emails spaced over a few weeks.

Example flow:

1. Immediately – Welcome email
2. Day 3 – Answer a common question
3. Day 7 – Share a client success story
4. Day 14 – Offer a helpful download or guide
5. Day 21 – Invite to chat or ask if they have questions

Don’t send too frequently. Fortnightly is fine. Once per week is often ideal.

Low-effort ways to get started

You don’t need to reinvent the wheel. Much of your existing website or blog content can be repurposed into emails.

Many platforms (like Mailchimp, Active Campaign, or Campaign Monitor) let you:

• Trigger a series when someone fills in a form
• Design simple templates without coding
• Schedule emails to drip out automatically

If you’re new to email platforms, start with the one that matches your website tools or that you already use for newsletters. If you’re already set up with a database, you’re halfway there.

Examples from the field

Here’s how some advisers are using nurture campaigns effectively:

• Following up ebook downloads with 2–3 educational emails
• Re-engaging leads who enquired but didn’t book
• Educating business owners after a seminar or LinkedIn lead

Want to add a nurture series to your site?

You don’t have to go all-in at once. Just start with three simple emails and build from there.

Nurture campaigns aren’t about high-pressure funnels – they’re about being helpful, consistent and available.

If you’d like to explore how this could work on your website or want help with setup, we’re happy to support you. But even a DIY version can make a huge difference in how warm your leads feel when they’re finally ready to act.