Nurture your biotech leads with this 90-day email sequence template

Email is often perceived as an outdated and irrelevant lead-generation tactic in life science marketing. Commonly associated with unsolicited junk mail and irrelevant newsletters, many marketers fail to recognize the potential of email marketing.

Many marketers mistakenly use email to pitch their products and services to cold prospects. However, studies show¹ that email marketing is far more effective when used to qualify and nurture leads. Using email in this way makes it much more effective at generating leads and closing deals. 

In this article, we will talk you through a nurturing email sequence template that has been used by several companies to qualify and close leads in 90 days.

Video tutorial: 30-60-90 email sequence template 📼

If you prefer video content, this clip from the Life Science Marketing Society provides an overview of the sequence outlined in this article.

Before starting: 5 email best practices for success 🏆

The success of your email campaign depends on more than just the content of your message. If you want to maximize the impact of your emails, it’s crucial to understand the 5 basics of email marketing that can make or break engagement.

If you are unsure what the 5 basics of email marketing are or how to use them, we recommend reading our article about these best practices before setting up your sequence. 

The 30-60-90 sequence for 90 day lead generation 💵

This 90-day sequence is not intended for cold outreach. Instead, it is designed to nurture and qualify leads who have requested a lead magnet from your website. For example, prospects who have downloaded an eBook, signed up for a webinar, or requested another resource from your website. We have split this workflow into 3 sequences triggered at 30, 60, and 90 days:

1. 30 days: Engage and qualify prospects through a 5-email sequence, starting with an instant reward and progressing through updates, questions, and a tools survey. 
2. 60 days: Educate leads who are still engaged using exclusive invitations, free rewards, and industry-specific touchpoints. 
3. 90 days: Qualify interest, leverage scarcity, and initiate a 5-minute check-in with prospects using a meticulous monthly checkup series.

30-day email workflow 

The first 30 days are a critical window to engage and qualify prospects. This 5-email sequence uses a combination of rewards, updates, questions, and surveys to create sustained engagement during this period.

Email sequence template 1: Instant Reward

Begin your sequence with an email confirming they want access to your lead magnet. This sets the stage for the prospect to confirm their interest in your incentive and provide double opt-in consent. Keep this email simple—short paragraphs, a clear call-to-action, and strategically placed links at the top and bottom of the email.

Hi <First name>, Thank you for requesting access to our Cell Culture eBook. Click below to confirm your email: This will direct you to a landing page to download your eBook. <Your name>

Email sequence template 2: Update (3 to 12 days later)

This second email serves as an update or follow-up. It’s an opportunity to check if the prospect is engaged with the lead magnet or to provide additional information. You may want to offer perks for specific behaviors (e.g., replying) to create a unique and non-sales-focused interaction.

Hi <First name>, We cover a range of topics in our cell culture eBook, including contamination identification and compliance with Good Cell Culture Practice (GCCP) regulations. Did you manage to download your copy? If not, please let me know and I will email you the PDF directly.  <Your name>

Email sequence template 3: Questions (7 to 14 days after first contact)

This third email prompts the prospect to reply to your email by inviting them to share their thoughts and concerns. Encouraging replies is a clever tactic to initiate a genuine conversation and active engagement with you.

Hi <First name>, It’s been a couple of weeks since you requested a copy of our cell culture eBook.  Have you been able to implement some of the tips we suggested to improve your aseptic technique? <Your name>

Email sequence template 4: Tool Survey (27 days later)

As the month progresses, introducing a tool survey adds a layer of engagement. Rather than a lengthy questionnaire, a single-question survey invites prospects to share their insights and opinions. The goal is to gather valuable feedback while maintaining engagement with your emails. 

Hi <First name>, We hope you managed to download our eBook and gain some valuable insights from it. We’re always looking to improve our content for scientists like you!  How likely are you to recommend this eBook to a friend or colleague on a scale of 1-5? 1️⃣ 2️⃣ 3️⃣ 4️⃣ 5️⃣ <Your name>

Email sequence template 5: Next Steps (30 days later)

As the 30-day mark approaches, it’s time to gently nudge prospects towards downloading the resource, if they haven’t already. The example below highlights that the lead magnet is only available for a limited time and encourages action by emphasizing scarcity. This is an effective way to qualify and engage prospects who might still be unengaged.

Hi <First name>, Just to let you know, the link to download your eBook will expire at the end of this week.  If you would still like to download this resource, make sure to confirm your email address in the next 7 days. Alternatively, reply to this email, and I will send you a copy directly.  <Your name>

60-day email workflow

The next 60-day workflow aims to educate prospects who engaged with the previous email sequence. By offering exclusive invitations, more free rewards, and encouraging replies, you can create a dynamic and thoughtful nurturing sequence to nudge prospects through your funnel.

Email sequence template 1: Exclusive Invitation and Trial

At this stage of the sequence, it’s crucial to maintain the conversation with engaged leads. One effective approach is offering a reward or incentive e.g., a trial period of your offering with a substantial discount.

Hi <First name>, How is your week going? It can be tricky committing to a culture media without a trial! If you would like to try our CultureMedia™ for free, let me know and I can arrange this for you. If you decide to purchase after the trial period, I’ll also provide a 10% discount for your first purchase. Please let me know if you are interested.  <Your name>

Email sequence template 2: Repeat Free Reward (7 to 10 days later)

In the second email of the sequence, introduce a new free reward. This could be a case study or any valuable resource that reignites interest. The goal is to maintain the prospect’s attention, offering them something new and valuable.

Hi <First name>, Still unsure whether our CultureMedia™ is right for your cells? We’ve created a checklist of 10 things to consider when choosing a new media for your cells. You can download it here. Let me know what you think! <Your name>

Email sequence template 3: Encouraging Action with a Seasonal Touch

In the final email of this 60-day sequence, the focus is on encouraging prospects to take action. Tailor your message to their industry’s seasonality, asking about their experiences during busy periods. The goal is to provoke a thoughtful response to your email.

Hi <First name>, Many academics find the start of Q1 to be the busiest time in the lab. With final-year students finishing up their projects before graduation, accessing specialized equipment, like culture hoods, can be difficult.  As a lab-based scientist, what is your experience?  <Your name>

90-day email workflow

As we navigate the final stretch of our email marketing strategy, the focus shifts from education to a meticulous check-up series. Our objective is to gauge ongoing interest, instill a sense of scarcity, and foster a more personal connection with prospects. As we move beyond the 60-day mark, we use three distinctive monthly check-up emails to pave the way for a more meaningful and sustained relationship with our prospects.

Top tip: Beyond the 60-day mark, maintaining a clean and active list is critical; effective email marketing is not about the size of your list but about the quality of engagement! Consider removing inactive prospects from your follow-up list and periodically attempting to reactivate them. Quarterly activations for dormant segments can yield surprising results—up to 10% of these contacts can become re-engaged with relevant follow-up campaigns. 

Monthly Checkup 1: Qualifying Interest

In the initial monthly check-up, the goal is simple yet crucial–to qualify interest. By directly asking prospects if they are still considering our offerings you eliminate ambiguity. Acknowledging that not every prospect will remain interested is a strategic move. It’s not about pushing for a sale; it’s about qualifying interest.

Hi <First name>, I hope you’re well. I’m reaching out to see if you are still interested in trying our CultureMedia™ for free.  Is this something you are still considering? <Your name>

Monthly Checkup 2: Leveraging Scarcity

Scarcity, when used authentically, is a powerful motivator. In the second monthly check-up, we introduce this—whether it’s the last spot on an induction course or a limited-time offer, the key is to convey that our product or service has a finite availability. This approach isn’t about manipulation; it’s about creating urgency that resonates with the prospect. We want them to see our value and feel compelled to take action before the opportunity slips away.

Hi <First name>, We have one spot left this month for a free in-person demo of our CellCultureTechnology™.  If you would like to reserve this slot, please let me know and I will book you in ASAP.  <Your name>

Monthly Checkup 3: The 5-Minute Check-In

The 5-minute check-in is a tool for negotiating time and attention. In a world where lengthy content competes for our audience’s limited time, the 5-minute check-in acknowledges the value of your prospect’s time. This approach isn’t a push for a significant time commitment; it’s a strategic move to deepen the connection before delving into more extended experiences.

Hi <First name>, Did you know that by switching from <current culture media> to our CultureMedia™ you will: 🔬Experience higher production yields in bioprocessing 🔬Eliminate the variability associated with using serum 🔬Decrease the likelihood of microbial contamination 🔬Streamline your cell culture process, making it more time-efficient. If trying CultureMedia™ is of interest to you, when are you available for a 5 minute call? <Your name>

The Four Customer Types you will meet in this Lead Nurturing Journey⛵

As we conclude our 90-day email marketing journey, let’s dissect the four distinct customer types that you will encounter during your campaign. Each type plays a crucial role in fine-tuning your strategy and maximizing the effectiveness of your emails.

1. Raw Prospects

The majority fall into this category–those who, for various reasons, won’t engage further. It’s essential to identify these quickly and efficiently. They serve as a reminder that not everyone will be interested in your offering, allowing you to focus your energy on those who are.

2. Prospects Not Yet Ready–Still Gathering Insights

Despite being qualified, not everyone is ready to make a purchase. This is where collaboration with your sales team becomes paramount. By seeking insights from sales on these leads, you gain a clearer understanding of their readiness. This valuable feedback helps refine your approach and ask better qualifying questions to guide leads further down the sales funnel.

3. Phone or In-Person Meeting

For certain leads, nothing beats the personal touch of a phone call or an in-person meeting. Agreeing to a call signifies a deeper level of engagement, moving beyond the digital realm. It’s a crucial bridge to foster trust and provide more personalized information for these leads.

4. Sales Qualified Leads

The ultimate goal: leads in direct negotiation with the sales team. This phase often requires additional touchpoints that extend beyond the 90-day email sequence to close. But by reaching this stage, you have executed an effective lead nurturing strategy. Congratulations! 

Key takeaways 🥡

While email is often viewed as outdated, we hope this article has demonstrated its potential as an effective lead-nurturing tool. In an industry where 10 to 20 contacts precede a purchase decision, email is a cost-effective and accessible means to engage potential customers. 

Are you looking for help creating automated email nurturing campaigns? Bitesize Bio are experts in email marketing with over 15 years experience optimizing nurturing campaigns. Contact us today to book a 30-minute call with our team.  

Further resources 🧠

Declan Dunn. Qualifying and Closing in 90 Days with Email Marketing. Life Science Marketing Society, 2017. 

Zara Puckrin. Email isn’t dead: 4 Email Marketing Myths Debunked. Bitesize Bio Content Marketing, 2024.

References 🎓

Ascend2 and Partners. Email Marketing Strategy. Survey Summary Report. Ascend2, 2016.