Sales deals almost never close themselves. If you’re juggling leads in your head (or worse, in a spreadsheet), you’re probably dropping the ball somewhere. This guide is for anyone who wants to stop losing deals to forgetfulness or slow follow-up. We'll walk through how to automate follow-up sequences in TamTam, a CRM tool that promises to help you stay on top of your pipeline—if you set it up right.
Let’s get real: automation isn’t magic. It’s just a way to make sure the basics actually happen. Here’s how to put TamTam to work for you, without getting buried in tech or overcomplicating things.
Step 1: Get Your Pipeline in Order
Before you touch automation, your pipeline needs to make sense. If your deal stages are a mess, automation just turns chaos into faster chaos.
- Review your deal stages: Are they clear, logical, and actually reflect your sales process? If not, clean them up first.
- Archive old junk: Outdated deals and contacts just get in the way.
- Tag leads properly: Use tags for things like source, priority, or product interest. Don’t go overboard—keep it simple.
Pro Tip: If you skip this step, automation will just spam people at random or send embarrassing emails to dead leads.
Step 2: Map Out Your Follow-Up Sequence
Don’t let TamTam decide your sequence for you. Spend a few minutes mapping out what actually needs to happen after a lead comes in, or after a meeting.
- Typical follow-up sequence:
- Day 1: Quick thank you or “great to connect” email
- Day 3: Share something useful or relevant (not just “checking in”)
- Day 7: Direct ask—“Are you still interested?”
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Day 14: Last call or break-up email
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What to avoid:
- Sending the same “just following up” email three times
- Overly complex logic trees (if you’re not sure what it does, don’t automate it)
Write these steps down. Even a scribble on a notepad is better than winging it in the app.
Step 3: Build Your Templates in TamTam
Now, bring your sequence into TamTam. The tool lets you create email (and sometimes SMS) templates for each step. Here’s how to do it without sounding like a robot:
- Write like a human: Personalize with merge fields, but keep it conversational. No “Dear [FirstName], I hope this email finds you well.”
- Add context: Reference the last call or specific detail. Even basic personalization beats boilerplate.
- Test your merge fields: Weird formatting or missing names screams “automated.”
Example Template:
Subject: Quick question about your [Product] trial
Hi [FirstName],
Thanks for chatting with me about [Product]. Just wanted to see if you had any questions, or if there’s anything I can help with.
Thanks, [Your Name]
- Save each template: Label them clearly (“Follow Up Day 3 – Share Resource”).
- Don’t overdo it: Four to five emails in a sequence is plenty. More than that, and you’re just annoying people.
Step 4: Set Up Your Automation Rules
Here’s where TamTam starts doing the heavy lifting. You’ll set up triggers for when each follow-up goes out.
- Start simple: Trigger on deal stage change, or after a meeting is logged.
- Set delays: TamTam lets you space out emails—use this to avoid coming off as desperate.
- Branch if needed: If a lead replies, pause or stop the sequence. Most CRMs can handle this, but test it to be sure.
Things that work: - Automating the first two or three follow-ups. Most replies come early, so don’t worry about endless sequences. - Using triggers based on real actions (like “meeting completed”) instead of just time.
Things that don’t: - Triggering based on vague criteria (“lead is idle for 7 days”) without context. You’ll just end up spamming people. - Overcomplicated filters. If you can’t explain what your automation does in one sentence, it’s probably too much.
Step 5: Test Before You Unleash It
I can’t overstate this: test your automation on yourself first.
- Send every email to your own inbox. Does it sound natural? Did the merge fields work?
- Try edge cases. What happens if a lead doesn’t have a first name? Or if they reply right after the first email?
- Look for timing issues. TamTam’s delays aren’t always precise to the minute—don’t promise “I’ll follow up in exactly 72 hours.”
Pro Tip: Ask a coworker or friend to read your emails. If they roll their eyes, rewrite them.
Step 6: Go Live, But Watch Closely
Once you’re confident, turn on your sequences for real leads. But don’t just walk away.
- Monitor replies: Make sure real leads aren’t getting weird follow-ups after they’ve responded.
- Check your metrics: Open rates, reply rates, and (most importantly) deals closed. TamTam gives you some reporting—use it.
- Adjust as needed: If people aren’t replying, try new timing or rewrite your templates. If you get unsubscribes or complaints, back off.
What to ignore: Vanity metrics like “emails sent” or “sequence completion.” Focus on conversations started and deals closed.
Step 7: Keep It Tidy and Iterate
Automation isn’t “set it and forget it.” Keep an eye on your sequences every month or so.
- Prune deadwood: Old or underperforming sequences? Kill them.
- Update templates: If you’re bored reading them, your leads are too.
- Test small changes: Adjust subject lines, timing, or add a new step if you see a drop-off.
Avoid: Adding more automation just for the sake of it. More steps ≠ more deals.
Honest Thoughts: What Works, What’s Hype, and What to Skip
Let’s be real—automation helps you stay organized and persistent, but it won’t magically turn cold leads into eager buyers. Here’s what actually matters:
- Works: Fast, relevant follow-up. People reply to real humans, not bots.
- Doesn’t work: Endless “just checking in” emails. It’s annoying, and people ignore them.
- Ignore: Fancy segmentation or A/B testing unless you’re running hundreds of leads a month. For most, simpler is better.
If you’re spending more time tweaking automations than talking to leads, you’ve missed the point.
Keep It Simple—And Keep Improving
Automation in TamTam can save you time and help you close more deals, but only if you keep it straightforward and human. Start with a basic sequence, see what works, and make small tweaks as you go. Don’t get sucked into the automation black hole—use it to let you focus on what actually moves deals: real conversations, not just more emails.