The Offer and Call to Action E-mail About every third or fourth e-mail in a nurturing campaign should offer a product or service to the customer. The key here is to be direct. You don’t want to be passive, because being passive communicates weakness. In this e-mail you are clearly making an offer. The formula might look like this: 1. Talk about a problem. 2. Describe a product you offer that solves this problem. 3. Describe what life can look like for the reader once the problem is solved. 4. Call the customer to a direct action leading to a sale.
