If you're in B2B sales or marketing and you've got a pile of leads that aren't ready to buy yet, you've probably heard you need “lead nurturing.” Easier said than done. Enter Drift—the chatbot and email platform that promises to help you move leads down the funnel. But does setting up Drift email sequences really help? Yes, if you do it right (and don’t overthink it). This guide is for anyone who wants to set up practical, honest-to-goodness nurturing sequences in Drift—without getting bogged down.
Why Use Email Sequences for B2B Nurturing?
Before we get into the weeds, let’s be real: most B2B leads don’t turn into sales right away. They need reminders, education, and a little nudge now and then. Email sequences do this for you, automatically. Drift’s sequences can help, but only if you use them with a clear goal (not just “because everyone else is doing it”).
What works: - Keeping messages short and focused - Personalizing emails beyond just the name - Spacing out messages (don’t spam)
What doesn’t: - “Spray and pray” with generic content - Overly complex automations (unless you have a full-time ops person) - Pretending bots are people
Step 1: Get Your Content and Goals Straight
Don’t open Drift yet. First, figure out: - Who are you emailing? Segment leads by industry, title, or sales stage. - What’s the goal? Book a call? Get them to a webinar? Download something? - What will you send? Give value in every email. Think: helpful articles, case studies, or simple tips—not just sales pitches.
Pro tip: If you can’t write down your goal in one sentence, you’re not ready to build a sequence.
Step 2: Map Out Your Sequence (On Paper First)
It’s tempting to build inside Drift right away. Resist. Sketch it out first: - How many emails? Usually 3–6 is enough for most B2B nurturing. - Timing: 3–7 days apart is standard. Err on the side of not being annoying. - Content: List what each email covers. Don’t repeat yourself.
Here’s a simple example: 1. Email 1: Welcome and quick helpful resource 2. Email 2: Case study from a similar company 3. Email 3: Short video or FAQ addressing a common objection 4. Email 4: Direct call to action (book a demo, reply, etc.)
You can always add more later. Don’t get stuck in “planning forever” mode.
Step 3: Write the Actual Emails
This is where most people trip up. Drift lets you personalize emails, but the real trick is sounding like a human.
Tips for writing effective B2B nurture emails:
- Use a real sender’s name and photo.
- Ditch the jargon. Write like you talk.
- Keep it short. 3–5 sentences is enough.
- End with a real question or call to action—something a person would actually reply to.
- Avoid overpromising. If you don’t have a killer case study, don’t fake it.
What to ignore: Fancy graphics, long intros, and “thought leadership” nobody asked for.
Step 4: Set Up Your Sequence in Drift
Now you can open Drift and start building.
How to do it:
- Go to Playbooks: In Drift, “Playbooks” is where you set up automated emails.
- Choose your sequence type: For nurturing, pick an “Email Sequence” playbook.
- Add your emails: Copy in each email. Use Drift’s personalization tokens (like {{first_name}}) but don’t overdo it.
- Set the timing: Space out emails based on your plan.
- Define your audience: Use filters to pick the right leads (by tag, status, etc.).
- Set your triggers: Decide what puts someone into this sequence. New lead? Downloaded a guide? Finished a trial?
- Test everything: Send test emails to yourself. Check formatting on desktop and mobile.
Pro tip: If you’re not sure about a trigger or filter, err on the side of being picky. It’s better to send too few emails than to annoy good leads.
Step 5: Watch for Replies and Engagement
Drift can auto-remove people from a sequence if they reply or take an action (like booking a meeting). Make sure this feature is turned on—nothing kills goodwill faster than getting a “book a call” email after you’ve already booked one.
What to watch: - Are people opening and clicking? - Are they replying? - Are you getting spam complaints, unsubscribes, or angry replies?
Don’t ignore the data. If you’re under 15% open rates, your subject lines stink or you’re hitting spam. If nobody replies, your content’s probably too generic.
Step 6: Review, Adjust, and Don’t Overcomplicate
You’re not done after turning it on. Every month (or sooner if you can), check: - Open and click rates - Replies and conversions - Drop-off points (where people stop engaging)
How to improve: - Rewrite weak subject lines - Cut or tweak emails nobody opens - Try new content types (short video, one-question poll, etc.)
What to avoid: Adding more and more emails just because you can. If a lead hasn’t responded after 4–6 emails, let them go or try a different approach.
Common Pitfalls (and How to Dodge Them)
- Too many emails: More isn’t better. Quality > quantity.
- No clear CTA: Every email should have one clear next step.
- Forgetting about mobile: Most B2B folks read on their phone.
- Over-automation: Don’t pretend your follow-ups are “personal” if they’re not.
Real Talk: When Drift Email Sequences Aren’t the Answer
There are times when Drift’s sequences aren’t going to move the needle: - If your leads are ice-cold (bought lists, scraped contacts), no sequence will magically warm them up. - If your offer stinks, or your product doesn’t fit, email automation just annoys people faster. - If you don’t have content worth sharing, work on that first.
Drift is a tool. It can save you time and keep you consistent, but it won’t fix a broken marketing or sales process.
Wrapping Up: Keep It Simple, Iterate Often
You don’t need to build the perfect nurturing sequence right out of the gate. Start simple—three or four honest, helpful emails. See what works, tweak what doesn’t, and don’t drown in features you don’t need. The only thing worse than not following up is sending a bunch of robotic junk nobody wants. Keep it human, keep it useful, and remember: you can always make it better next month.