Ever created dozens of email marketing campaigns only to see only one perform well? It’s frustrating, especially for small and medium-sized businesses (SMBs) with limited resources. Successful marketing isn’t only about driving people to your website and collecting emails; it’s about guiding them along a journey that builds trust and turns them into loyal customers.

Here are five essential email nurture campaigns your small business can start using today to grow relationships and increase revenue.

What Is an Email Nurture Journey?

An email nurture journey is a series of targeted emails designed to engage, educate, and convert prospects over time. Automating these journeys helps you reach more people without a big increase in marketing costs. You can consistently deliver content that resonates, builds familiarity, and keeps your brand top of mind.

For example: a visitor lands on your website, subscribes to your list, receives a welcome email, and a few days later gets a product offer. If they purchase, you continue to send helpful content and occasional promotions to strengthen the relationship.

The frequency of these emails depends on what suits your audience and offering best.

1. Welcome Series

When someone first subscribes, their interest is at its peak. A welcome series is your chance to make a strong first impression. This automated series introduces your brand, sets expectations, and highlights what makes your products or services valuable.

Welcome emails see an average open rate above 80% and much higher click-through rates compared to regular promotions. Use these messages to tell a story, share your mission, and explain how you can solve the customer’s problems. Focus on trust-building before you start selling directly.

2. Top-of-Mind Nurture

Some prospects aren’t ready to buy right away. Top-of-mind emails help keep your business visible and relevant over time. These campaigns share helpful content—like guides, tips, or exclusive insights—to establish your expertise and remind potential customers of your value.

For example, a retail shop might send style tips, while a software company could share case studies or webinars. These regular updates position your brand as a trusted source, so when the prospect is ready to make a decision, you’re the first choice.

Use tools like AI to optimize send times based on engagement history. The right timing can improve open rates and keep your audience engaged without overwhelming them.

3. In-Trial Nurture

If your business offers a free trial or demo, an in-trial nurture series can guide users toward becoming paying customers. These emails should highlight key product features, offer helpful resources, and encourage action.

Before you create content, identify behaviors that predict a purchase—like using a core feature or visiting your pricing page. Trigger emails based on these actions rather than sending them on a fixed schedule.

For example, if a user logs in twice but hasn’t completed setup, you can send a step-by-step guide to help them get started. This approach makes your emails more relevant and increases conversion rates.

4. Cart Abandonment Series

Nearly 70% of online carts are abandoned before checkout. A cart abandonment series can help recover lost revenue by reminding shoppers of their interest.

The most effective cart recovery campaigns send a series of emails rather than a single reminder. For example, you might send the first email within an hour of abandonment, followed by a second email the next day and a final reminder a few days later.

Include clear calls to action, create a sense of urgency, and consider offering a small incentive like free shipping or a discount. Keep the process simple with an easy payment button in every email.

5. Upsell and Cross-Sell Nurture

Once someone becomes a customer, you have an opportunity to increase their lifetime value through upsell and cross-sell campaigns. These emails recommend complementary products or services based on purchase history.

Because you’re communicating with existing customers who already trust your brand, these campaigns often perform better than cold outreach. Personalize recommendations with dynamic content or segmentation to ensure each customer sees the most relevant offers.