Nurture Sequence is a series of messages designed to build trust and move leads toward a sales conversation or purchase.
It matters because email is one of the few channels a business can own directly. Strong email fundamentals improve trust, deliverability, segmentation, and long-term lead nurturing.
Example
A prospect researching a complex service receives an explanation of the process, a relevant case example, and an invitation to discuss requirements. Each message addresses a different buying question rather than repeating the same sales pitch.