“Lead nurturing is like gardening,” says Banish Angural, founder of Banish Media. “It’s about time, relevance, and a favorable environment to expect the growth from the seeds you have sown.”

And as a B2B marketer, I couldn’t agree more. B2B products and services take time to sell. It’s difficult to take a prospect from not knowing about your company to making a sale without warming them up.

That’s why lead nurturing emails are one of the most effective ways to enhance your sales funnel and email marketing strategy, decrease marketing costs, and increase conversions. In this post, I’ll walk you through what I learned from speaking with marketing experts, the best practices for lead nurturing emails, and how to write them effectively.