If you’re tired of manually emailing leads and watching them go cold, you’re not alone. Automated lead nurturing can save you loads of time and actually move deals forward—if you set it up right. This guide is for anyone who wants to use Supergrow to automate their lead follow-up without drowning in confusing options, salesy hype, or pointless bells and whistles. I’ll walk you through setting up a sequence from scratch, point out where most people get tripped up, and share what actually works.
Why Bother With Automated Lead Nurturing?
Let’s be honest: most leads don’t convert on the first touch. Or the second. Or even the third. People are busy, they forget, or they just aren’t ready. Automated nurturing gives you a way to drip useful content to leads without you having to remember each one. If you do it right, you’ll stay top-of-mind, build trust, and eventually land more sales.
But don’t expect miracles. Automation won’t fix a bad offer, bad messaging, or a broken sales process. It just helps you stay consistent and avoid letting warm leads slip through the cracks.
Step 1: Get Your List Ready
Before you start building a fancy sequence, get your contacts in order. Garbage in, garbage out. Here’s what to check:
- Import or organize your leads: Make sure your list is up to date. Remove dead emails and duplicates.
- Segment by basics: At minimum, group leads by source (e.g., demo requests, newsletter signups, webinar attendees). The more specific, the better—but don’t go overboard if you’re just starting.
- Tag or score leads: If Supergrow lets you tag or score leads based on actions (like clicking a link or booking a call), use it. But don’t waste hours here if you only have a few dozen leads.
Pro tip: Don’t get hung up on building the “perfect” segment. Start simple—refine as you go.
Step 2: Map Out Your Nurture Sequence
It’s tempting to copy some fancy flowchart from a marketing blog, but you really only need a few well-timed, useful emails. Here’s a no-nonsense approach:
- Decide how many emails: 3 to 6 is a good starting point. Too few, and you look forgetful. Too many, and you annoy people.
- Spacing: 2–5 days apart works for most B2B, a bit faster for B2C. Don’t email every day unless your leads specifically asked for it.
- Content: Each email should have a purpose—educate, address a concern, share a customer story, or nudge toward a call/demo. Avoid fluff.
Here’s a dead-simple sequence outline:
- Email 1: Thanks for signing up/interest + what to expect
- Email 2: Useful resource or answer to a common question
- Email 3: Case study or testimonial
- Email 4: Address an objection (“You might be wondering if…”)
- Email 5: Direct call to action (“Let’s book a call” or “Ready to get started?”)
What doesn’t work: Sending random blog posts, generic “check-ins,” or aggressive sales pitches in every email. People tune out fast.
Step 3: Build the Sequence in Supergrow
Now the nuts and bolts. Supergrow’s automation builder is drag-and-drop, but here’s what to actually do:
- Create a New Sequence
- In your Supergrow dashboard, look for “Automations” or “Sequences.”
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Click “Create New Sequence” (or similar).
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Set the Trigger
- Decide what starts the sequence. Common triggers: lead added to a list, form filled, or tag applied.
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Choose the most relevant trigger. If you’re not sure, “When contact is added to [List]” is usually safe.
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Add Emails
- Write each email directly in Supergrow or paste from your doc.
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Use personalization tokens (like first name), but don’t overdo it—“Hi {first_name}” is fine. “We noticed you’re a {job_title} at {company}…” starts to feel robotic.
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Set Delays
- Drop a delay between each message (e.g., “Wait 3 days after sending Email 1”).
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Don’t make people wait weeks between emails—they’ll forget who you are.
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Branching (Optional)
- Supergrow lets you add branches based on opens, clicks, or replies.
- Only use branching if you have a clear reason (e.g., “If they clicked the pricing link, send pricing FAQ next”). Otherwise, keep it linear.
What to skip: Don’t waste time on complex “if this, then that” flows until you’ve tested the basics. More moving parts usually means more stuff breaks.
Step 4: Set Up Basic Personalization
Personalization gets talked about a lot, but most of it is just inserting a name or company. That’s fine. What matters is making the email feel like it’s from a real person, not a robot.
- Use natural language.
- Reference the action that triggered the sequence (“Since you downloaded our guide…”).
- Only include details you actually know—don’t try to fake it.
Pro tip: Always send a test email to yourself before going live. You’ll catch weird formatting and “Hi {first_name}” fails.
Step 5: Test and Activate Your Sequence
Before you hit “Go,” double-check everything. Here’s a quick checklist:
- Are the triggers firing on the right leads?
- Are the emails in the right order?
- Do the delays make sense?
- Do all links work?
- Are there any embarrassing typos or broken personalization fields?
Send the sequence to yourself or a teammate with a test contact. It’s always easier to fix mistakes before real leads get them.
Once you’re happy, turn the sequence live.
Step 6: Watch the Results (But Don’t Obsess)
Supergrow will track opens, clicks, and replies. Check the numbers after a week or two, but don’t panic over every dip. Look for:
- Drop-off points: Are people bailing after one email? Maybe your content isn’t relevant or your timing’s off.
- Replies or calls booked: This is the real goal. If nobody’s replying, tweak your call to action.
- Unsubscribes: If lots of people unsubscribe after a certain email, it’s probably too pushy or not useful.
What not to do: Don’t spend all day watching dashboards. Set a calendar reminder to review results every couple of weeks.
A Few Things That Actually Matter (And What Doesn’t)
Matters: - Clear, helpful content that solves a real problem for your lead. - Reasonable frequency (don’t spam). - Testing your own sequence before launching.
Doesn’t Matter: - Fancy graphics or HTML-heavy emails (plain text often works better). - Over-personalization (“We know you love hiking, {first_name}!”—creepy). - Building 20-step sequences before you’ve even tried 5.
Keeping It Simple: Final Thoughts
Automated nurturing in Supergrow is only as good as the basics: good segments, useful emails, and a process you can actually maintain. Don’t try to build the perfect system out of the gate—you’ll just burn out. Start with a small, focused sequence, watch what works, and tweak from there. Over time, you’ll see what your leads actually respond to—and that’s a lot more useful than any “ultimate template.”
Keep it simple. Iterate. And don’t let “best practices” get in the way of just hitting send.