If you're tired of chasing leads and want your CRM to do some of the heavy lifting, this guide is for you. We’re diving into how to set up automated email sequences in People to nurture leads—without the fluff. Whether you’re a solo founder, a marketer with too much on your plate, or just someone who hates manual follow-ups, you’ll find practical steps here. Let’s get right into it.
Why Automated Email Sequences Matter (But Aren’t Magic)
Automated email sequences sound like a silver bullet. Spoiler: they aren’t. But if you use them right, they’ll keep leads warm, cut down on manual work, and make sure nobody falls through the cracks. The trick is to keep your emails personal and useful, not robotic or pushy. The rest is just setup and tweaking.
Step 1: Get Your House in Order—Segment Your Leads
If your CRM is a jumble of random contacts and leads at all different stages, stop here. Automation only works if you’re sending the right messages to the right people.
Start by sorting your leads into groups: - New leads (just signed up, downloaded something, etc.) - Engaged leads (opened a few emails, clicked your links) - Dormant leads (haven’t replied or opened anything in weeks)
Pro tip: Don’t get too fancy with segments at first. Three to five basic buckets is enough. You can always add nuance later.
Step 2: Map Out Your Email Sequence (Don’t Overthink It)
Before you even touch People, sketch out what you want your sequence to look like.
A simple, effective nurture sequence: 1. Welcome email: Quick intro, what to expect, and a useful tip. 2. Value email: Share something genuinely helpful (not a sales pitch). 3. Credibility email: A case study, testimonial, or FAQ that addresses common doubt. 4. Soft ask: Invite a call, demo, or reply—but don’t be pushy. 5. Last nudge: A gentle reminder or offer before pausing.
Things to remember: - Write like a human, not a marketing robot. - Shorter is almost always better. - Skip the fancy HTML templates unless your audience expects them.
Step 3: Set Up the Sequence in People
Now you’re ready to build your sequence in People. The interface is pretty straightforward, but here’s what you need to watch for:
A. Create Your Email Templates
- Go to the “Automations” or “Sequences” section.
- Build each email as a template. Use personalization tokens (like {{first_name}}) but test them—nothing says “automation fail” like “Hi ,”.
- Add subject lines that don’t sound like spam (“Quick question about your goals” beats “Exclusive Offer Just For You!” every time).
B. Define Your Triggers
Decide when each email should go out. Most tools let you trigger sequences based on: - When a new lead is added - If a lead fills out a form - After a certain amount of time since last contact
Pro tip: Start simple. “Send Email 1 immediately when a new lead is created, Email 2 three days later, Email 3 five days after that,” and so on.
C. Build the Sequence
- In People, set up your steps in order. Drag and drop if available; otherwise, double-check the order.
- Set delays between emails (usually 2-4 days is a sweet spot—daily is too much unless you’re running a time-limited campaign).
- Make sure the sequence stops if someone replies or takes your desired action. Nothing kills trust like a “Just checking in!” email after they already booked a call.
Step 4: Test Before You Set It Loose
Don’t trust any automation tool until you’ve tested it yourself.
- Add a test lead (use your own email or a test account).
- Run through the sequence and watch for:
- Broken personalization
- Bad formatting
- Weird timing
- Check that emails land in the inbox, not spam.
- Make sure opt-out links work—nothing ruins your sender reputation faster than a broken unsubscribe.
Pro tip: If you can, use a real device (not just your desktop) to see how emails look on mobile. Ugly emails kill engagement.
Step 5: Monitor, Tweak, Repeat
Set it and forget it? Not quite. Automation is a starting point, not the finish line.
What to watch: - Open rates: If they’re low, tweak your subject lines. - Reply/click rates: If nobody engages, your content needs work. - Unsubscribes: If people bail after Email 2, something’s off.
Ignore vanity metrics: Don’t obsess over tiny changes in open rates. Focus on leads moving forward—replies, calls booked, demos scheduled.
Iterate: Make small changes, not sweeping rewrites. Swap out one subject line, shorten an email, or change the timing. Give each tweak a week or two to see what sticks.
What Actually Works (And What Doesn’t)
Works: - Plain, personal emails that sound like you wrote them, not a sales robot. - Clear, simple calls to action (“Reply if you’re interested” beats “Click here to explore our comprehensive solutions”). - Pausing sequences when someone engages.
Doesn’t work: - Over-automating. If you’re sending 10+ emails without a response, it’s just annoying. - “Hey, just checking in…” emails with no value. - Ignoring replies or context—automation should help, not replace real conversation.
Common Pitfalls to Avoid
- Overcomplicating your sequences: More isn’t better. Too many branches, tags, and triggers just make it harder to manage and debug.
- Using generic templates: Your audience can spot a canned message a mile away. Write like you talk.
- Not updating your lists: Leads change. People change jobs. Keep your data fresh so you’re not emailing ghosts.
- Letting automation override empathy: If someone asks not to be contacted, honor it immediately—even if your sequence says otherwise.
Keep It Simple & Iterate
You don’t need a 12-email masterpiece or a PhD in “sales enablement” to nurture leads. Start with a basic sequence, keep your emails human, and adjust as you learn. The best automation is the one you actually use—and improve over time.
Now, go set up your sequence, send it to yourself, fix what’s broken, and let People handle the follow-up grind. Then, get back to the work only you can do.