If you sell to businesses, you already know: getting leads is only half the battle. Turning them into real opportunities takes persistence, some patience—and a bit of automation doesn’t hurt. This guide is for anyone who wants to set up automated email sequences in Browse to warm up B2B leads, without drowning in features or marketing hype.
Let’s break down how to actually set up a lead nurturing workflow in Browse that works—nothing fancy, just what gets results.
Before You Start: What Matters (And What Doesn’t)
Automated email sequences can save you a ton of time. But just blasting out canned emails won’t get you far. Here’s what actually helps:
- Personalization: Generic emails get deleted. Use what you know about your leads.
- Timing: Too many emails and you’re spam. Too few and you’re forgotten.
- Clear next steps: Every email should nudge the lead along, not just “check in.”
Skip the fancy design templates, at least at first. Text-based emails feel more personal and are less likely to land in the spam folder.
Step 1: Get Your List Ready
Start with a clean, targeted list. Quality matters way more than quantity.
What to do: - Export your leads from your CRM, spreadsheet, or wherever you keep them. - Make sure you have at least the essentials: name, company, and email address. - Remove any obvious junk (fake emails, competitors, random contacts).
Pro tip: Segment your list by industry, company size, or how warm the lead is. Even basic segmentation lets you tailor emails and gets better results.
Step 2: Map Out Your Sequence
Don’t just wing it. A good sequence has a clear purpose—usually to move a lead from “never heard of you” to “let’s talk.”
Typical sequence for B2B: 1. Intro email: Quick, personal hello. State the reason you’re reaching out. 2. Follow-up with value: Share something useful (a resource, insight, or quick win). 3. Social proof: Case study, testimonial, or name-drop (if you have it). 4. Direct ask: Invite them to a call or demo. 5. Final check-in: Short and polite, in case they missed the first few.
What to ignore: Don’t obsess over sending five emails exactly. Three solid ones are better than five that just annoy people.
Step 3: Set Up Your Sequence in Browse
Assuming you’ve already got a Browse account, here’s how to actually get your emails going.
3.1 Import Your Leads
- Go to the “Leads” or “Contacts” section in Browse.
- Click “Import” and upload your CSV or connect your CRM.
- Double-check that fields (like name and company) are mapped correctly.
3.2 Create a New Sequence
- Head to the “Sequences” or “Automation” tab.
- Click “New Sequence”. Give it a name you’ll recognize—something like “Q2 Cold Outreach.”
- Add steps for each email. Usually, you can drag and drop or set the order.
3.3 Write Your Emails
- Use merge fields (like {{FirstName}} and {{Company}}) to personalize each message.
- Keep it short. You’re not writing a newsletter.
- Have one clear call to action (CTA) per email.
Example:
Subject: Quick question for {{Company}}
Hi {{FirstName}},
Saw your team is working on [relevant project/goal]. Curious—are you looking for ways to [solve pain point]?
Happy to share what’s working for teams like {{Company}}. Worth a chat?
Best, [Your Name]
What works: Real, human language. One idea per email.
What doesn’t: Overloading with features, sending essays, or using obvious templates.
3.4 Set Timing and Triggers
- Choose delays between emails (e.g., 2–4 days is usually safe).
- Set triggers—like “send next email if no reply.”
- If Browse offers conditional logic (e.g., remove from sequence on reply), turn it on.
Don’t overcomplicate: You don’t need a flowchart. Start with simple timing, then tweak.
Step 4: Test Before Sending
Nobody wants to be “that company” sending broken emails. Always test.
- Send the full sequence to yourself or a test account.
- Check for:
- Broken links
- Merge field errors (e.g., “Hi {{FirstName}},” instead of “Hi Bob,”)
- Weird formatting
If anything looks off, fix it now. You only get one first impression.
Step 5: Launch and Monitor
Once you’re sure everything’s set, go live. But don’t just walk away.
- Monitor replies and bounces in Browse.
- Pause the sequence if you get a bunch of out-of-office replies or spam complaints.
- Adjust timing or copy based on real feedback.
Pro tip: If your open rates are below 30%, tweak your subject lines. If replies are low, try making your emails shorter and more direct.
Step 6: Iterate (But Don’t Overthink It)
Automation isn’t “set it and forget it.” The best teams tweak their sequences every few weeks.
- Swap out emails that get ignored.
- Test new subject lines.
- Try different CTAs.
But here’s the truth: Most improvements come from just doing the basics well. Don’t fall for the myth that some magic template will 10x your results overnight.
What to Avoid
- Over-automation: If your leads smell a robot, they’ll tune out.
- Too many follow-ups: If you haven’t heard back after 4–5 emails, move on.
- Ignoring replies: Nothing kills a deal faster than a slow (or no) response to a real reply.
Final Thoughts: Keep It Simple, Keep Improving
Setting up automated email sequences in Browse doesn’t need to be a huge project. Start simple: a short sequence, targeted list, and honest messaging. Watch what works, ditch what doesn’t, and don’t be afraid to experiment. The real key? Stay human, even when you automate. That’s what gets replies.
Now get it live, see what happens, and keep it moving.