How to Nurture Prospects Who Haven’t Said “Yes” Yet

First Things First: Permission Matters

Before I dive into how to nurture your prospects with follow-up sequences, let’s talk about something super important: you can’t just add prospects to your regular email list without their permission.

Here’s what’s allowed and what’s not:

✅ ALLOWED:

• Sending individual follow-up emails to someone who’s had a discovery call with you
• Continuing a conversation that they started
• Sending a proposal follow-up to someone who asked for it
• Reaching out personally to reconnect

❌ NOT ALLOWED:

• Adding someone to your newsletter just because they had a call with you
• Putting prospects into automated sequences that they never opted into
• Continuing to email someone who’s asked you to stop

The key difference? Individual follow-ups continue a conversation. Adding someone to your regular marketing emails without consent is spam (and against the law in many places).

Now that’s sorted, let’s talk about how to use email marketing the right way to nurture those not-quite-ready prospects.

5 Key Moments That Need Email Follow-Up

Here’s where thoughtful email follow up can save the day (and your sales):

1. After They’ve Signed Up for Your Lead Magnet 

They downloaded your guide or checklist but haven’t taken the next step.

What’s happening: They’re interested in the topic but might not be ready for direct contact. This is your chance to nurture with valuable content.

2. After a Discovery Call That Didn’t Convert 

You had a great chat, but they didn’t book your services right away.

What’s happening: They’re likely considering options, checking budgets, or just not quite ready to commit.

3. After They’ve Viewed Your Proposal 

Your proposal tracking shows they’ve opened it multiple times, but no response.

What’s happening: They might be comparing options, have questions they’re hesitant to ask, or are stuck in decision paralysis.

4. After They’ve Said “Not Right Now” 

They seemed keen but specifically mentioned timing issues.

What’s happening: Could be genuine timing problems, budget cycles, or they’re just not feeling enough urgency yet.

5. After They’ve Gone Quiet Mid-Nurture 

They were engaging with your emails, then suddenly stopped opening or clicking.

What’s happening: Your content might not be hitting the mark anymore, or their priorities have shifted.

Permission-Based Approaches to Get Prospects Into Your Email System

Before you can send amazing follow-up sequences, you need permission. Here are ethical ways to get prospects into your email marketing system:

1. The Clear Opt-In Method

How it works: After a discovery call, send a single follow-up with a clear invitation to join your email list for specific benefits.

Example: “I’d love to stay in touch and share [specific value]. Would you like to receive my weekly emails about [topic]? Just click here to opt in.”

2. The Resource-Led Approach

How it works: Offer a relevant resource that requires an opt-in to access.

Example: “Based on what you shared about [their challenge], I’ve created a guide on [specific solution]. You can download it here: [Link to opt-in page]”

3. The Consent-First Follow-Up Plan

How it works: Directly ask permission to follow up at specific intervals.

Example: “Would it be helpful if I checked in next month about this? I can send some resources in the meantime if you’d like. Let me know what works best for you.”

4. The Event Invitation Strategy

How it works: Invite them to a webinar or event that requires registration (and includes email consent).

Example: “I’m hosting a free workshop on [topic you discussed] next week. Would you like me to send you the registration link?”

7 Email nurture sequences for prospects 

Now let’s look at how to structure email sequences for each scenario. All based on proper permission marketing principles.

1. The Post-Lead Magnet Nurture Sequence

Goal: Move from free resource to discovery call

Email 1 (Day 0): Delivery + quick win

Email 2 (Day 2): Check if they’ve used the resource + additional tip

Email 3 (Day 4): Common question/objection + solution

Email 4 (Day 7): Case study/success story

Email 5 (Day 10): Invite to book a call

Why it works: This gradual approach builds trust before asking for the next step. Each email provides standalone value even if they never book.

2. The Post-Discovery Call Sequence

Goal: Keep the conversation going without being pushy

Email 1 (Same day): Thank you + summary + any promised resources

Email 2 (Day 3): Value-add content related to their specific challenge

Email 3 (Day 7): Case study relevant to their situation

Email 4 (Day 14): “Thought of you” resource share

Email 5 (Day 21): Gentle “where are you at?” check-in

Why it works: It continues the relationship-building without the assumption of a sale. Each touchpoint adds value rather than just asking for a decision.

3. The Proposal Follow-Up Sequence

Goal: Address hesitations without being pushy

Email 1 (Day 3): Check if they have questions + social proof

Email 2 (Day 7): Share a relevant case study or testimonial

Email 3 (Day 12): Address common objections proactively

Email 4 (Day 18): Offer a lower-commitment option (if available)

Email 5 (Day 25): “Closing the file” email with the future door open

Why it works: It tackles common hesitations without direct pressure and gives multiple chances to restart the conversation.

4. The “Not Right Now” Nurture Sequence

Goal: Stay top of mind until the timing is right

Email 1 (Day 1): Thank them + confirm the timeframe to reconnect

Email 2 (2 weeks later): No-pressure value share

Email 3 (1 month later): Industry update or new resource

Email 4 (2 months later): “Thought of you” connection

Email 5 (3 months later): Direct check-in on timing

Why it works: It respects their timeline while keeping you on their radar through value-based touchpoints.

5. The Re-Engagement Sequence

Goal: Reactivate cold prospects

Email 1: “We miss you” + valuable resource

Email 2 (4 days later): New offer that might interest them

Email 3 (10 days later): Final “still interested?” check-in

Why it works: It combines curiosity, value, and a clear timeline for deciding whether to continue the relationship.

6. The Slow-Burn Relationship Builder

Goal: Convert prospects over a longer time horizon

Email 1-4: Monthly valuable insights (no pitch)

Email 5: Soft offer or invitation

Email 6-9: More valuable content

Email 10: Direct invitation or offer

Why it works: For longer sales cycles, this approach focuses on consistent value over months, making you the obvious choice when they’re ready.

7. The Event Follow-Up Sequence

Goal: Convert webinar or workshop attendees

Email 1 (Same day): Thank you + recording + resource

Email 2 (Day 2): FAQ from the event + additional tips

Email 3 (Day 4): Success story related to event topic

Email 4 (Day 7): Specific offer with clear deadline

Email 5 (Day 9): Last chance + what happens next

Why it works: It capitalises on post-event enthusiasm while providing increasing value and a clear path forward.

Email Marketing Metrics to Track for Your Follow-Up Sequences

Don’t just send your sequences into the void. Measure what works:

Must-Track Metrics:

• Open rates: Are your subject lines compelling enough?
• Click rates: Are people engaging with your content?
• Reply rates: Are you starting conversations?
• Conversion rates: How many eventually take your desired action?
• Unsubscribe rates: Are you turning people off?

Real-world example: My client Emma, a business coach, discovered that her Day 7 follow-up email had a 3x higher response rate than any other email in her sequence. We moved that content earlier in the sequence and saw a 27% increase in overall conversions.

Manual Follow-Ups vs. Automated Sequences: Finding the Right Balance

Remember this important point: even if prospects haven’t explicitly opted into your marketing list, you can still nurture the relationship through thoughtful, manual follow-ups.

Manual Follow-Up Approach:

• Create email templates you can personalise for individual prospects
• Save these templates in your regular email client (Gmail, Outlook, etc.)
• Set calendar reminders to send follow-ups at the right intervals
• Personally review and customise each email before sending

When to Use Manual Follow-Ups:

• For high-value prospects who deserve personalised attention
• When you have a small number of leads to manage
• For initial follow-ups after discovery calls or proposals
• When you don’t have permission to add someone to your marketing system (MailerLite, Flodesk etc)

When to Use Automated Sequences:

• After you’ve received proper permission to add prospects to your list
• For nurturing leads who have explicitly opted in through a form or download
• When you have a large volume of prospects at similar stages
• For consistent delivery of valuable content over time

Pro tip: Many service providers find success with a hybrid approach: manual follow-ups for active prospects, and permission-based automated sequences for nurturing longer-term relationships.

Keeping It Legal: Permission Marketing Basics

As an email marketer, I have to emphasise: follow-up sequences must comply with email regulations:

• Get clear consent before adding anyone to marketing sequences
• Include your physical address in every email
• Make unsubscribing simple and honour requests immediately
• Keep records of how and when people opted in

Remember: One-to-one emails continuing a conversation don’t typically require formal opt-in, but bulk marketing emails absolutely do.

How Personal Should Your Automated Emails Be?

The magic is in making automated emails feel personal:

• Use merge tags for names and custom fields
• Reference specific information from your interactions, where possible
• Write in a conversational, human tone (like you’re talking to a friend over coffee)
• Avoid generic language like “valued customer” or “to whom it may concern”

Reality check: While automation saves time, always review and potentially customise sequences for high-value prospects.

Ready to Build Follow-Up Sequences?

Follow-up sequences shouldn’t feel like badgering; they should feel like helpful check-ins from a knowledgeable friend.

With the right email marketing strategy:

• You’ll stay top-of-mind without being annoying
• Your prospects will receive consistent value whether they buy or not
• The right people will convert when the timing is right
• You’ll build a reputation for being helpful, not pushy

My clients typically see a 30-45% increase in conversion rates after implementing proper email follow-up sequences. That means nearly half of those “maybe later” prospects can become paying clients!

Stop Letting Good Prospects Slip Away

If you’re tired of wondering what happened to all those promising calls and conversations, you need an email nurture system that works for you around the clock.

Introducing my Email Automation package

Nurture and Convert on Autopilot. Strategic email sequences that turn new subscribers into clients while you focus on your core business. I’ll create custom sequences that build trust, targeted nurture emails that address specific pain points, and sales sequences designed to convert at the right moment. This comprehensive automation solution ensures your email marketing works for you 24/7.

My clients typically see a 30-45% increase in conversion rates after implementing proper email nurture sequences. That means nearly half of those “maybe later” prospects can become paying clients while you sleep!

Ready to stop manually chasing prospects and let your email system do the heavy lifting?