Choose one reason to get in touch.
Start with an audience that shares a recognisable problem. Write the first message around that problem and a concrete way to explore it. A product catalogue is rarely a good opening message.
Make the next step easy to understand: answer a question, explore an example or discuss a specific situation.
Give each message a distinct purpose.
A useful sequence adds something with each step. The first message introduces the issue, the next can explain a relevant use case, and a later message can address a common concern.
- Each message has one main point.
- The call to action fits the relationship.
- The linked page continues the same topic.
- The team knows how to handle a response.
Plan replies before sending.
Decide who owns incoming replies and what should happen to the sequence when someone responds. A pricing question needs an answer, not another scheduled introduction.
Review pause and stop conditions, including replies and opt-outs, as part of your implementation. Make the salesperson’s follow-up task specific enough to act on.
Review the conversations you create.
Look beyond whether a message was opened. Read the questions people ask, identify what remains unclear and check whether replies receive an appropriate follow-up.
Use those observations to improve the next campaign’s message, landing page and sequence. Keep the process focused enough that your team can maintain it.