Conversations Best Practices


Initial Sequence Touchpoints

Touchpoint 1

  • No inline images and bullet points
  • Short introduction, with high level messaging
  • Remind the prospect how you know them
  • Make use of dynamic text with merge tags, such as account name


Touchpoint 2

  • Timing: 2 to 3 days after Touchpoint 1
  • Short and sweet reminder of previous email, with no direct call to action


Touchpoint 3

  • Timing: 4 to 5 days after Touchpoint 2
  • Include a value add piece (e.g. case study, white paper, industry report, etc.)


Messaging and Sequencing


  • K.I.S.S. (Keep in short and sweet)
  • Use inline images and bullet points conservatively
  • Include meaningful content as much as possible after the initial sequence (e.g. case study, white paper, industry report, pricing sheets, etc.)
  • Include a clear call to action for each touchpoint (excluding Initial Sequence, Touchpoint 2)



  • Content Hooks with in depth case studies, reports, and white papers work well with re-engaging very stale leads and cold leads. Example:

Initial Sequence: Offer prospect content in Initial Sequence, include “Positive Intent” as Qualification Rule

Positive Intent Sequence: Send across preview of content, ask for meeting/call where you can go through the content in more detail

  • 1 to 3 follow up Touchpoints (2 to 4 Touchpoints total) per Sequence that continues
  • Use number of Human Review tasks as proxy of whether a Custom Rule should be created and will be used



  • Set an Account Level Signature
  • Mimic the same as the corporate signature
  • Include an email unsubscribe link
  • Avoid the title “Business Development Representative”
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