Segment by state
A new inquiry, a no-show, a proposal-stage prospect and an old lead should not receive the same follow-up.
Match message to friction
- Need more trust: add proof and clarity.
- Need better timing: use reminders and low-pressure follow-up.
- Need information: answer the specific objection.
- Need a next step: offer a direct booking or reply action.
Use stop conditions
Sequences should stop or change when someone books, replies, opts out, closes or enters a different lifecycle state.
Mix automation and human action
Automation is best at consistency. Humans are better at context, negotiation and exceptions.
Measure useful outcomes
Track progression to meaningful next states, not just opens and clicks.
Choose software
Compare software against this workflow rather than choosing from a feature list alone.