If you’re tired of leads slipping through the cracks, or you’re manually chasing the same people over and over, this guide’s for you. Automating follow-up in your CRM isn’t just a time-saver—it’s how you keep things moving without burning out or annoying your prospects. We’ll walk through setting up sensible, honest follow-up sequences using Nooks, cut through the hype, and talk about what actually works (and what’s just buzzword soup).
Why Bother Automating Follow-Up?
Let’s get real: most leads don’t reply to the first email. Or the second. If you’re doing everything by hand, your inbox becomes a graveyard of half-finished drafts and forgotten reminders. Automation fixes that—if you do it right.
The upsides: - Consistency: Every lead gets the same attention, not just the ones you remember. - Time saved: You focus on real conversations, not copy-pasting the same email. - Data: You can actually see what’s working, and what isn’t.
The downsides (if you’re careless): - Spammy vibes: Bad automation feels robotic and gets ignored or flagged. - One-size-fits-all: If you don’t segment or tweak, you’ll annoy people. - Set-it-and-forget-it: Outdated sequences can hurt your reputation.
Bottom line: automation is only as good as the thought you put into it.
Step 1: Map Out Your Follow-Up Flow (Before You Touch Nooks)
Don’t jump into the tool yet. First, get clear on what you want to say, how often, and to whom. A little planning now saves you from embarrassing misfires later.
- How many steps? Three to five is usually enough. Past that, you’re probably pestering.
- Time between touches? 2-5 business days works for most industries.
- Mix up channels? Email is the default, but sometimes a LinkedIn message or call makes sense.
- Personalization? Figure out what you can realistically personalize (company name, recent news, etc.).
Pro Tip: Sketch your sequence on paper or a whiteboard. Don’t overcomplicate it—just outline each touch, the channel, and your goal (e.g., “get a reply,” "book a call").
Step 2: Set Up Your Sequence in Nooks
Alright, now fire up Nooks. Here’s the practical way to get your sequence running:
2.1 Create a New Sequence
- Find the “Sequences” or “Automations” tab—Nooks labels change, but you’ll spot it.
- Click “New Sequence” or similar.
- Give it a name you’ll recognize. (“Q3 Outbound - SaaS” beats “Sequence 1.”)
2.2 Add Your Steps
For each step: - Choose the channel (email, call, LinkedIn, etc.). - Write your message. Keep it short. Ditch the fluff and marketing clichés. - Use merge fields for basic personalization—first name, company, maybe a custom sentence if you have time. - Set the delay: how many days after the last touch should this go out?
Honest take: If your first draft reads like a template, so will your email. Rewrite it so it sounds like something you’d actually send.
2.3 Set Your Triggers and Exit Conditions
- Decide when someone should enter the sequence. (E.g., newly imported leads, or folks who didn’t reply to your first pitch.)
- Set exit criteria: stop the sequence if they reply, unsubscribe, or take a key action.
- Double-check: will this accidentally enroll people twice? Avoid that.
2.4 Test Your Own Sequence
- Add yourself as a test lead.
- Run through the whole thing—emails, links, everything.
- Fix typos, broken links, or awkward phrasing.
Pro Tip: If you cringe reading your own follow-ups, so will your leads.
Step 3: Segment and Personalize—But Don’t Go Nuts
No one likes getting a “Dear [First Name]” email. But you don’t need to write every email from scratch, either.
- Segment by role or industry. A message to a CTO should be different from one to a VP of Sales.
- Add a relevant opener. Mention a recent event, product launch, or article if you can.
- Use Nooks’ dynamic fields—but sparingly. The more variables, the more ways to mess up.
What to skip: Over-engineering with dozens of micro-segments. Keep it manageable so you don’t create a maintenance nightmare.
Step 4: Watch the Data—And Actually Adjust
This is where most people get lazy. They set up sequences, let them run, and never look back.
- Track open rates, replies, and meetings booked. These tell you what’s working.
- Low reply rate? Tweak your subject lines, or make your message less generic.
- High opt-out rate? You’re probably too aggressive, too frequent, or not relevant.
- Nothing happening? Double-check your emails aren’t going to spam.
Honest take: Most sequences flop the first time. Don’t take it personally. Just fix what’s broken and try again.
Step 5: Don’t Annoy People—Respect Replies and Opt-Outs
Automation can turn into a spam cannon fast if you’re not careful.
- Set up automatic removal. When someone replies, opts out, or books a call, make sure Nooks stops the sequence.
- Check for duplicate enrollments. There’s nothing worse than getting the same email twice in one week.
- Be clear about opting out. Make it easy for people to say “no thanks.”
Pro Tip: Treat every lead like a real person (because they are). If you wouldn’t want to get your own follow-up sequence, rewrite it.
What Works, What Doesn’t, and What to Ignore
What Works
- Simple, honest messaging. Ditch the hard sell. Be human.
- Consistent timing. Not too frequent, not too slow.
- Real personalization. A little goes a long way.
What Doesn’t
- Overly complex sequences. If you can’t explain it to a coworker in under a minute, it’s too much.
- “Spray and pray.” Mass-blasting generic emails is a waste of everyone’s time.
- Ignoring feedback. If people are unsubscribing or complaining, pay attention.
What to Ignore
- Fancy AI copywriting tools (for now). They often sound generic and trip spam filters.
- Every “best practice” blog post. What works for one company might flop for yours.
Keep It Simple, Iterate, Repeat
You don’t need a 10-step sequence or cutting-edge AI. Start with a few honest, well-timed messages. See what works. Change what doesn’t. The best lead nurturing is the kind that feels personal—because you actually care if people respond.
Don’t chase perfection. Ship something simple, watch the results, and improve as you go. That’s how you make automation actually work for you—without turning into another spammer everyone ignores.