Definition

A nurture sequence is a planned series of emails that moves one group of people toward one specific next step. Each email builds on the last one. The sequence has a start, an order and an end.

It usually starts from a trigger: someone downloads a guide, attends a webinar, or signs up for a trial. From there, the emails answer the questions that person probably has, in the order they probably have them. A nurture sequence is not a newsletter, which goes to everyone on the same day with no fixed end. It is also not a sales follow-up thread from one rep; it runs automatically.

A B2B example: after a finance lead downloads a budgeting template, they get five emails over two weeks. The first explains how to use the template, the middle ones show common mistakes, and the last invites them to a short call.

Why it matters for B2B email

B2B decisions take time and involve several people. A nurture sequence keeps the conversation going during that gap without a salesperson chasing anyone. It also lets you say the right thing at the right stage, so the person who finally books a call already understands what you do and why it fits.

Go deeper: Newsletter vs. nurture sequence vs. lifecycle email.

Related terms

Drip campaign A drip campaign is a set of emails sent automatically on a fixed timer after a trigger.
Lifecycle email A lifecycle email is an email sent because of where a person is in their relationship with your company.
Welcome sequence A welcome sequence is the short series of emails a person gets right after they join your list.
Lead magnet A lead magnet is something useful you give away in exchange for an email address.

Part of the B2B email marketing glossary. Last updated 2026-10-08.