What matters
A sequence needs a reason for each action and rules for changing or stopping it. New questions, purchase decisions and contact preferences should alter the next message rather than being ignored by a fixed routine.
Put it into practice
- Define the purpose of each follow-up
- Record customer responses
- Set change and stop conditions
An example in practice
The customer asks for a revised scope. The next follow-up addresses the new proposal rather than asking whether they read the previous version.
What to track
Track completed follow-ups and useful responses.