Follow-up sequences that stop at the right time

A prospect books a call on Tuesday. On Wednesday your nurture sequence sends them "Just checking you saw our last email." They read it, wince, and wonder whether anyone at your company talks to anyone else.

It is a small mistake with a real cost. The prospect has already done the thing you wanted, and the follow-up tells them nobody noticed.

Why sequences go wrong

• The sequence was built once, months ago, and nobody remembers what it says.
• The rule for who enters is loose, so people get emails that do not fit them.
• There is no rule for who leaves, so a reply or a booking does not stop anything.
• Nobody can see how many people are inside it right now.

Write the exit before the emails

Before you draft a single message, decide three things in plain words.

• Who enters: "someone who confirms a signup on the webinar page", not "everyone on the list".
• What each step does and when.
• What ends it: a reply, a booking, or finishing the last email.

If you cannot say those in a sentence each, the sequence is not ready. A rule you can read aloud is a rule you can check.

Keep the number of emails small

Three well-timed messages that each say something new beat seven that repeat the first. Each one should give the person a reason to answer: a question, a useful example, a clear next step. If an email only exists to "bump" the last one, cut it.

How Levric does it

In Levric you describe the follow-up to Chief in plain language, for example what should happen when someone confirms a signup on a webinar page. Chief sets it up, writes the emails and puts them in front of you. Nothing runs until a person approves it.

Once it is on, follow-ups stop when someone replies or books. The automation shows how many people have entered and how many emails it has sent, so you can see what it is doing without asking anyone.