How to set up and optimize lead nurturing workflows in Convrt

If you’re drowning in cold leads or tired of blasting the same emails to everyone, this guide is for you. You want to actually move people through your funnel—not just look busy. We’ll walk through how to set up and actually optimize lead nurturing workflows in Convrt without getting lost in “best practices” that don’t really work. If you want straightforward, honest steps (plus a few warnings about what not to waste time on), read on.


1. Get Your Basics Straight Before You Even Log In

Let’s not kid ourselves: automation tools like Convrt won’t fix messy lists or unclear messaging. Before you start clicking around:

  • Know your audience: Who are you talking to? Segments matter, but don’t get too granular at first. Start broad—think “new leads,” “demo no-shows,” or “trial users.”
  • Decide your goal: What’s the next step you want? Demo booked? Whitepaper downloaded? Pick one clear action per workflow.
  • Gather your assets: Emails, PDFs, landing pages—have them ready. Don’t build as you go, or you’ll lose momentum.

Pro tip: If you’re not sure what you want your leads to do, neither are they. Nail this down.


2. Map Out Your Workflow—On Paper

Don’t jump into Convrt and start dragging boxes around. First, sketch a quick flow:

  • Trigger: What kicks things off? Think: “Lead filled out contact form.”
  • Steps: List each touchpoint—emails, calls, SMS, etc.
  • Delays: Give people breathing room. No one wants five emails in one day.
  • Exits: When should someone stop getting nurtured? If they reply, book a call, or unsubscribe.

You can use sticky notes, a whiteboard, or an online diagram. The point is to see the whole picture before you automate.


3. Set Up Your Workflow in Convrt

Now you’re ready to log into Convrt. Here’s how to turn your plan into an actual workflow:

a. Create a New Workflow

  • Find the “Workflows” or “Automation” tab. (Convrt shuffles menus now and then, but it’s usually obvious.)
  • Click “New Workflow.”
  • Name it something clear—think “Post-Webinar Follow-Up,” not “Workflow 3.”

b. Pick Your Trigger

  • Choose what starts the workflow. Most common: form submit, lead imported, or a specific tag added.
  • Avoid using vague triggers like “any activity”—this just dumps people into random flows and gets messy fast.

c. Add Your Steps

  • Drag in your actions (send email, wait, assign task, etc.).
  • Write emails directly in Convrt or copy-paste from your drafts.
  • Set clear delays—24-48 hours between emails is standard.
  • If you’re using SMS or calls, keep it brief and relevant. Otherwise, people tune out (or get annoyed).

d. Build Exit Conditions

  • Use “If/Else” logic or tags to pull people out when they take the desired action.
  • Example: If someone books a demo, remove them from the nurture sequence immediately.

e. Test Before Launch

  • Run through your workflow with a test lead. Check for typos, broken links, or weird timing.
  • Look at the flow from the lead’s perspective: is it too pushy? Too slow? Tweak as needed.

Honest take: It’s tempting to automate everything—but don’t. Manual review of hot leads is worth the time.


4. Segment (But Don’t Go Overboard)

Segmentation is where most people get overwhelmed. Here’s what actually works:

  • Start with 2-3 segments: For example, “new leads” vs. “trial users.” Don’t try to create flows for every possible niche.
  • Use tags or fields: Convrt lets you filter leads by tag, source, or behaviors. Use these for branching in your workflow.
  • Update as you learn: As you notice patterns (e.g., certain industries need more education), then create new segments.

Ignore: Hyper-detailed personas and automated micro-segments—unless you have a team and tons of content, it’s a time sink.


5. Write Emails That Don’t Suck

Automation can’t fix boring or generic emails. Here’s how to stand out:

  • Keep it short: People scan, they don’t read.
  • Be clear about what you want: “Book a call,” “Reply with questions,” etc.
  • Sound human: Skip the “Dear Valued Prospect” nonsense.
  • Test one thing at a time: Subject lines, call-to-action, or send times—not all at once.

What doesn’t work: Templates that sound robotic or overly “salesy.” People spot automation a mile away.


6. Measure, Iterate, and Kill What Doesn’t Work

Don’t just “set and forget.” Here’s what to track in Convrt:

  • Open and click rates: Obvious, but low numbers = your subject or content isn’t landing.
  • Reply rates: If you’re asking for replies, measure them. No replies? Try a different approach.
  • Conversion rates: Are people taking the next step? That’s the only metric that truly matters.

What to ignore: Vanity metrics like “workflow completion.” If a workflow runs but no one converts, it’s not working.

How to iterate:

  • Change one variable at a time (subject, timing, content).
  • Give changes a week or two to gather data.
  • Don’t be afraid to pause or delete workflows that underperform.

7. Keep It Tidy: Regular Maintenance

Even good workflows get stale. Set a reminder to check on things monthly:

  • Prune dead workflows or steps that aren’t getting engagement.
  • Update email copy if offers or branding changes.
  • Make sure exit conditions still make sense as your CRM evolves.

Pro tip: Document what each workflow does. Future-you (or a new hire) will thank you.


8. What to Skip: Features You Probably Don’t Need (Yet)

Convrt, like most tools, has features aimed at “power users.” Here’s what you can probably skip until you’ve nailed the basics:

  • Over-complicated lead scoring: Simple rules work fine to start.
  • Multi-channel drip campaigns: Stick with email unless you know your audience responds elsewhere.
  • A/B testing every tiny detail: Focus on the big stuff first—your audience, your offer, your timing.

Wrapping Up: Simpler Is Better

Lead nurturing workflows in Convrt aren’t rocket science, but they do require clear thinking and regular attention. Set up your basics. Start with one or two solid workflows. Measure what matters, kill what doesn’t, and don’t get lost in the weeds. The best systems are the ones you actually use—and improve over time. Keep it simple, and you’ll see results.