Overview
Email nurture campaigns (also called Nurture Strategies) are automated workflows that engage leads through a series of timed emails and actions. Use this article to create a nurture strategy triggered by lead status changes, time, email engagement, or lead imports.
Key Functionality
Nurture campaigns let you:
Build multi-step sequences that run automatically based on triggers or timers.
Take multi-channel actions beyond email: change lead statuses, send SMS, assign appointments, transfer leads, or switch to a different strategy.
Advance leads down different paths based on whether they open an email or click a link.
Track delivery, open, and click-through rates for each campaign.
Create separate strategies for different Record Types.
Before you Begin
Create all email templates you plan to use in the campaign before building the strategy. See Create an email template in SalesExec.
Confirm you have access to Settings > Nurture Leads > Nurture Campaigns.
How to Create a Nurture Strategy
Step 1: Access Nurture settings
Click MORE in the main navigation toolbar.
Select Settings.
Navigate to the Nurture Leads section.
Click Nurture Campaigns.
Step 2: Create a New Strategy
On the Nurture Strategies page, click Create Strategy.
In the creation window, configure the basic settings:
Setting | What it does |
Name | Give your strategy a clear, descriptive name, such as "Lead Onboarding Series." |
Owner | Set to Corporate (all users), a specific Branch, or yourself (private). |
Description | Add details about the campaign's purpose and target audience. |
Enabled | Toggle ON to activate the strategy immediately. |
Step 3: Build Your Nurture Events
Add Nurture Events to build the sequence. Available options:
Event | What it does |
Wait | Pauses the sequence for a specified number of days, hours, or minutes before the next action. |
Send Template | Sends an email template. Set conditional paths based on the lead's interaction: If opened AND link clicked, If opened, or If not opened after X days. Each condition can move the lead to a different strategy. |
Change Strategy | Transfers the lead to a different nurture campaign. |
Change Status | Updates the lead's workflow status, such as from New to Working. |
Create Appointment | Automatically schedules an appointment on the lead's record. You can set the subject, duration, and start time offset. |
Transfer | Reassigns the lead to a different user, branch, or corporate level. |
Send SMS Template | Sends an SMS template from your library. |
Step 4: Activate and Monitor
Arrange the events in your desired sequence.
Confirm the strategy is set to Enabled.
Use the Statistics icon on the main Nurture Program page to monitor campaign performance, including emails delivered, opened, and clicked.
Confirm it Worked
After you enable the strategy, confirm that it appears on the Nurture Strategies page with Enabled toggled on. Add a test lead or yourself to the campaign to verify the sequence runs as expected. Check the Statistics icon to see delivery, open, and click data as leads move through the campaign.
Best practices
Start simple. Begin with a 3–5 email sequence before building complex, multi-path campaigns.
Define what a successful campaign looks like, such as lead replies, appointments booked, or status changes.
Use conditional logic. Leverage the If opened or If link clicked options to route engaged leads differently from unresponsive ones.
Align nurture steps with your team's typical follow-up process.
Test thoroughly. Add yourself to a test campaign to experience the flow and timing from a lead's perspective.
Troubleshooting
Issue | What to check |
Leads are not entering the campaign | Confirm the campaign is Enabled. Verify the trigger conditions. For example, if it starts on a status change, confirm leads are reaching that status. |
Emails are not being sent | Verify the email templates used in the campaign are correctly configured and enabled. Check the Wait timers to confirm the delay is not excessively long. |
A lead is stuck in the campaign | Manually remove the lead from the nurture campaign. Check for errors in the campaign logic that might prevent progression. |
FAQ
What is an email nurture campaign?
An automated workflow that engages leads through a series of timed emails and actions, triggered by events such as a status change, a timeframe, or email engagement.
Do I need to create email templates first?
Yes. Create all email templates you plan to use before building the strategy.
What can nurture events do besides send emails?
They can wait, change the lead's strategy, change status, create appointments, transfer leads, and send SMS templates.
Can leads take different paths based on their behavior?
Yes. Use Send Template conditional paths to route leads based on whether they opened an email or clicked a link.
How do I monitor campaign performance?
Use the Statistics icon on the main Nurture Program page to view delivery, open, and click-through rates.
Can I create separate strategies for different lead types?
Yes. Nurture strategies are Record Type-specific.
How do I test a campaign?
Add yourself to a test campaign to experience the flow and timing from a lead's perspective.