10 Interactive Forms Builders for Surveys & Lead Generation
Capturing leads is just the first step.
The real challenge is nurturing those leads into loyal customers (AKA recurring revenue) for your business.
If you’re looking for inspiration for your lead nurturing campaigns, this article is for you. We’ve compiled a list of 18 lead nurturing examples from top brands to help you learn from the best in the industry.
You’ll also find lead nurturing elements, tips and templates sprinkled throughout the post to get you started on the right foot.
Lead nurturing is the process of taking leads from the initial stage of showing interest in your brand or product towards the final stage of making a purchase.
According to HubSpot, 34% of prospects aren’t ready to make a purchase, making it the biggest reason they back out of deals.
Lead nurturing helps you overcome this hurdle by educating leads, building relationships with them and offering them tons of support throughout their journey. So, when they’re finally at the bottom of the funnel, they’re equipped with the knowledge, resources and desire to buy.
But lead nurturing doesn’t stop at the first conversion. It also extends to your existing customers, helping them explore your product, fall in love with it, spread the word and keep coming back to make repeat purchases.
Lead nurturing is a complex task—one that does not happen overnight or follow a linear pattern. However, an effective lead nurturing strategy typically incorporates the following three elements:
A welcome email is the first email a new subscriber receives after joining your mailing list. It sets the tone for future communication and helps you build a positive relationship from the start.
This example from Little Sleepies is short, sweet and personal. Plus, the handwritten signature and family photo of the founder adds a wonderful touch to the warm welcome greeting. The best part is they also throw in an exclusive 10% discount for first-time buyers.
The full version of the email also features a Little Sleepies 101 section below that includes links for leads to join their SMS list and VIP Facebook group, or take the Little Fit Finder quiz for personalized product recommendations.
Quick Tip: Personalize your welcome emails using the subscriber info you have on hand. This could be their name, age or location, but also behavioral data like browsing history.Visme can help you create high-converting sign-up forms for your website. Customize the fields and make your opt-in forms interactive to capture more leads. In fact, Visme’s forms are proven to drive up to 3.1x more conversions and 2x more newsletter sign-ups.
Onboarding emails guide new customers or users through the initial stages of using your product or service. They improve user experience by providing helpful resources, tips and support customers need to get started.
Caption’s onboarding email targets new trial subscribers and helps them familiarize themselves with the product’s various features. It does a great job of eliminating any confusion or hesitation and motivates new users to take action and engage with the product in one way or another.
Quick Tip: Tailor your onboarding emails based on user actions or interests. For example, if your software has customers in different industries, segment your audience and personalize your onboarding email content based on the features each segment would find particularly useful.Use how-to or step-by-step infographics to make your onboarding emails visually engaging and easier to follow. You can create infographics in Visme and embed them in your emails to visualize complex and technical processes.
Around 7 out of 10 shoppers abandon their carts. Imagine the money you’re leaving on the table by not trying to recover these lost sales.
Abandoned cart emails are designed for this very purpose. They remind customers of what they’ve left behind and encourage them to complete their purchase. Sometimes, they also include a discount or free shipping as an incentive.
This abandoned cart email from Homes Alive Pets is cute and creative. More importantly, it’s effective because it’s short, to-the-point, non-boring and lists the exact products the shopper left in their cart with images and pricing.
Additionally, the calls-to-action (CTAs) are well-placed and action-oriented. They’ve also added a Contact Us section in case the buyer has any questions or reservations. Plus, it’s hard to argue with the adorable, puppy-dog eyes.
Re-engagement emails are targeted at subscribers who haven’t interacted with your brand for a while. The goal is to rekindle their interest and motivate them to engage again, whether that’s downloading a resource, leaving a review or making a purchase.
Fitbit’s timely re-engagement email was sent around Father’s Day in an attempt to convince leads to purchase a gift for their dad.
The email is short and snappy, and draws attention to all the perks they’re offering. You’ve got free shipping, a $20 coupon, 50% off on accessories and shop now, pay later with Klarna. It’s hard to say no when a brand is offering you this many incentives.
Quick Tip: Design engaging lead nurturing emails with Visme. Browse email templates across various categories and customize them in our drag-and-drop editor.
Survey and review request emails help you gather valuable feedback you can use as social proof to build trust with potential customers. Since you’re asking customers to share their thoughts, you need to give them a really good reason to do so.
Here’s a cool example of a survey email from Litmus. It uses an embedded form within the email itself, which makes it super easy for subscribers to fill it out. We also like that they mention how subscribers will benefit from taking the quick survey (they’ve even tweaked the CTA.)
Quick Tip: Use Visme to create beautiful, branded surveys and feedback forms. Publish them online and share them with a link or easily embed forms in your emails with a snippet of code.
Milestone emails celebrate an important event or anniversary related to the customer’s journey with your brand. This could be sending a special discount on a subscriber’s birthday, showing them their ‘Year in Review’ or offering them some kind of gift for using your product. The point is to make subscribers feel special and valued, which is a key part of nurturing loyalty.
This milestone email from DAVIDsTEA is personalized to reflect the customer’s individual journey and achievements with the brand.
It’s creatively designed to make the recipient smile and look back on how they’ve engaged with the company. If nothing else, it will keep the brand on top of the customer’s mind and instill a sense of belonging and familiarity.
Retargeting ads are shown to users who have visited your website but didn’t take the desired action. These ads remind them of your brand or product at other touchpoints—like social media—to encourage them to return to your site and make a purchase.
This retargeting ad from Deel popped up on my Instagram feed after I checked out their website. While it’s text-based, the ad has attractive colors and a simple ‘infographic’ style layout that draws attention to the product’s benefits.
Quick Tip: Use dynamic retargeting ads that show specific content to users based on their actions, such as the pages they visited on your website or the products they added to their cart.Use Visme to create stunning retargeting ads for social media, banners and more. If you need eye-catching images that bring your vision to life, use our AI image generator to whip up an original image just for your brand.
SMS marketing is one of the best ways to reach subscribers on the go, even without internet connection. It’s short, instant and personal. Best of all, text messages can reach open rates of up to 98%. That’s significantly higher than email or push notifications.
Retail brand Baltic Born sends SMS campaigns to customers to encourage them to buy again. Their texts include sale announcements, exclusive codes, links and other promotions. They also add a link for shoppers to easily navigate to the right page and make a purchase on their phone.
Quick Tip: Keep messages short and sweet, and include a clear CTA. It’s best to add a link if you want the buyer to take action on your website or app. If the link is too long, you can use a URL shortener like Bitly.Struggling to write texts that get your message across without going overboard? Use Visme’s AI text generator to create high-converting SMS copy that sits within the character limit.
In-app popups grab user attention right where it counts. The goal is to deliver timely offers or info directly within the user’s app where they can interact with them right away.
Turkish food delivery app Getir shows exclusive offers to users on specific restaurants or food items. These offers are tailored to the users’ interests based on their past purchases on the app. This is a great strategy for encouraging repeat purchases, generating loyalty and increasing your customer’s lifetime value (LTV).
Quick Tip: Trigger in-app popups based on user behavior to hit the mark with personalized content, like congratulating them on a milestone or suggesting a feature they haven’t tried.
Webinars are online events that provide valuable information or product training to attendees. They can position your brand as an authority in your niche and help you build deeper relationships with your audience.
Zapier regularly host webinars for leads interested in learning more about the product. For example, their “Zapier 102: Beyond the basics” webinar specifically targets new customers or those on the basic plan looking to explore the tool’s more advanced features.
This can motivate them to buy or upgrade to Zapier’s premium plan by understanding the value they’ll get in return and connecting with the team on a personal level, asking any questions or clarifying issues.
Quick Tip: Promote your webinar across multiple channels to draw attention to your event. Create social media graphics like Facebook posts, Instagram stories and LinkedIn posts with your event timings, speakers and other details. Don’t forget to add a CTA to register now.Take your webinars to the next level with our webinar presentation templates. Create engaging slides with data visualizations, animations, characters, video embeds and much more. You can also record an on-demand webinar in Visme using the Presenter Studio.
Creating a Facebook group helps you build a community around your brand by offering people a comfortable space to discuss relevant trends, ask questions, give feedback, share advice and stay updated with your product’s latest features and capabilities.
HubSpot, for example, has a private Facebook group for content marketers. Members can talk about content marketing challenges and how they're using HubSpot to tackle these issues.
They also share experiences from the courses they've taken, suggest new course topics, offer feedback and more. It’s a great way for HubSpot to stay connected with both potential and existing customers, nurturing a sense of loyalty and ownership over time.
Quick Tip: Spark conversation and discussions by regularly sharing informative posts, updates, links to new content, polls and more. Also, address any questions quickly, linking out to resources on your website where relevant to drive traffic and improve customer satisfaction.
An effective lead nurturing example is to build interactive quizzes or calculators that provide personalized results or recommendations to users based on their input. This works especially well for brands that offer multiple products—they can guide leads to make the right purchase.
For instance, The Close is a real estate marketing website that created an interactive quiz to help leads find the right transaction management software. Users answer a series of short questions about their business to see a personalized recommendation.
Quick Tip: You can create interactive quizzes easily in Visme and embed them anywhere on your website, such as within a blog post, using a snippet of code. You can also share your interactive projects with a link, such as in emails or sales conversations.
Blog posts and articles are the bread and butter of a good lead nurturing strategy, especially for B2B companies. Use them to share insights, advice, updates and product-focused content to steer leads in the right direction and become their go-to resource.
Visme’s blog is packed with valuable content—like the one you’re reading right now. We publish a range of articles tailored to leads at various stages of the funnel.
For example, we have template roundups for users at the bottom of the funnel looking for very specific products. At the same time, we have beginner guides for readers at the top of the funnel simply looking to learn more about design or marketing topics.
Quick Tip: Anyone can create content, but not every article helps nurture leads or drive conversions. Focus on quality, relevance and consistency in your blog posts rather than publishing hundreds of mediocre pieces that no one wants to read.Make your blog posts more engaging by adding relevant visuals. Use Visme’s blog graphic templates to bring your articles to life, embed infographics and videos, and even design interactive maps, charts and graphs to represent data.
Podcasts are audio or video episodes focused on a particular theme or subject matter. They’re quickly gaining popularity among marketers as they’re highly engaging, versatile and value-packed content types users can consume on the move.
Email marketing service Drip runs a podcast for e-commerce businesses that helps them catch up on the latest marketing trends that go beyond email marketing.
The podcast is available on multiple channels, which is great for reaching a wider audience. Plus, it helps Drip build authority in its niche by sharing the latest updates, expert insights and thoughtful advice.
Quick Tip: If you want to be taken seriously, produce high-quality podcasts that make your business look (or sound) professional. Invest in video or audio gear, lighting, studio, editing software and promotional graphics to make your podcast stand out and drive results.
Case studies help you showcase how your company helped other clients solve problems or achieve specific goals. They’re excellent tools for building trust with potential customers as they demonstrate your expertise and highlight the benefits of your products and services.
SurveyMonkey has a section on their website dedicated to case studies, or customer success stories. Each case study is fitted with a detailed analysis of the client’s problem, how SurveyMonkey helped them solve it and measurable results to prove it worked.
Quick Tip: Enrich your case studies with solid data, such as the exact results you helped your client achieve—did your solution help them cut costs by 25%? Did it save 50% of their time? Gather this data through interviews and include original quotes to build a powerful story.Design professional case studies with Visme. Apply your branding, visualize data with charts and graphs, and bring client quotes to life with video testimonials.
Product demos are live or recorded videos that showcase how your product or service work and the benefits it offers. They’re particularly useful for SaaS businesses as they help leads familiarize themselves with the product’s interface and features—and envision using it.
Slack’s short product demo video beautifully sums up the product’s core features, along with showing what the interface looks like. It’s an excellent resource for leads in the consideration stage or those wanting to learn about how the product actually works.
Quick Tip: Use Visme to create engaging explainer videos, product demo presentations or animations that clearly explain your product’s features and benefits.
Positive feedback from satisfied customers can do wonders for your lead nurturing strategy. Showcase customer testimonials on your website, share them in emails or repurpose them into quotes, videos or case studies.
Happy Real Estate features their best reviews on their website. They also make sure to snap a photo with every client to add a face to the name. It’s a brilliant strategy for building trust and credibility with potential clients by showing proof of happy customers.
Quick Tip: Create engaging testimonial videos or animated quotes with Visme to showcase positive reviews on multiple channels, such as on your website, landing pages or social media.
A sales presentation (or sales deck) is designed to pitch your product or service to potential clients. It shows prospects exactly why your solution is the best choice—such as by addressing pain points and benefits along with data and visuals to support your claims.
This sales deck by C Squared Social is an excellent example of how to incorporate multimedia into your presentations to make them more engaging and interactive. They’ve added videos, animations, icons and more to slides, which adds depth and visual appeal to the information.
Did you know C Squared Social used Visme to create this sales presentation? After trying a bunch of other software, the company now exclusively uses Visme to design sales collateral, saving up to 25% of their time!
Create engaging sales decks like this one with our presentation software. Simply pick a template, customize it to match your brand and content, and share it with your clients.
You can add animations, video embeds, interactive links, data visualizations, 3D icons, customizable characters, dynamic fields and more to create the most beautiful, engaging presentations your clients have ever seen.
The purpose of lead nurturing is to provide enough education, value and support to customers throughout their journey to take them from initial interest to conversion and beyond.
Any lead nurturing strategy needs these three elements to be effective:
Once a prospect has signaled they’re ready to seriously consider a purchase, they move to the sales qualified lead stage. Now, a sales rep gets more deeply involved to answer any final questions and negotiate purchase details like pricing and contracts.
After a successful conversion, the customer moves into onboarding, implementation and beyond. Ongoing nurturing tactics like upselling, exclusive promotions and loyalty rewards can help you retain existing customers and spread positive word-of-mouth.
Nurturing leads over time does more than just drive sales for your business. It helps you build relationships with your buyers, which generates loyalty and trust in the long run.
Lead nurturing is best done by strategically using multiple channels and tactics to connect with buyers—from emails to campaigns to various types of content.
This is where Visme comes in. Use our powerful platform to design engaging campaigns and visual content for your lead nurturing strategy. Create email newsletters, blog graphics, videos, ads, infographics and sales collateral like presentations, case studies, sell sheets and more.
Browse thousands of templates across 40+ categories, customize every aspect with a few clicks, apply your branding, use interactive tools like animations, clicks and video embeds, leverage AI capabilities, share and publish content, and even track analytics.
And when it’s time to convert, use the online form builder to drive action. Make your forms stand out with animated characters and customizable gestures, connect them with your favorite apps, and track form analytics right inside the platform.
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