If you’re sitting on a pile of warm leads but your follow-up is a mess (or just nonexistent), you’re not alone. Getting people to raise their hand is hard; actually turning them into customers is even harder. This guide is for anyone who wants to move past the generic “Just checking in!” emails and actually close more deals—without hiring a team or spending weeks fiddling with complicated software.
We’ll cover how to use Bullseye—a tool built for people who’d rather sell than wrestle with their CRM—to set up personalized email sequences that work. You’ll get real-world advice, not hype. Let’s get those warm leads off the fence.
Why Bother With Email Sequences for Warm Leads?
Let’s cut to it: most leads don’t buy right away. You need a way to stay relevant without being annoying. Personalized email sequences are the closest thing to cloning yourself and following up with everyone. The right sequence keeps you top of mind, answers objections, and nudges people to take action—without coming off as spammy.
A few things to remember: - Warm leads aren’t cold, but they’re not sold. They’ve shown interest, but you still need to earn their trust. - Generic blasts don’t work. People sniff out bulk emails in seconds. - Manual follow-up is a pain. You’ll forget, or just avoid it.
That’s where automation tools like Bullseye come in.
Step 1: Get Your Warm Leads Organized
Before you start firing off emails, get your list in shape.
1.1. Define “Warm Lead” (Seriously)
Not every contact is worth the time. Warm leads are usually: - Folks who filled out a form, booked a call, or replied to you - People who opened several emails or clicked big links - Buyers who asked for a quote, but haven’t pulled the trigger
Don’t just dump your whole list into a sequence. Bullseye lets you tag and segment leads—use it. If someone’s ignored three emails, they’re probably not warm.
1.2. Import and Tag
Upload your leads into Bullseye. Tag them based on: - Source (webinar, referral, demo, etc.) - Interest level - Notes on previous conversations
Pro tip: Clean your data first. Bad emails or missing names kill personalization.
Step 2: Map Out Your Email Sequence (Keep It Simple)
You don’t need a 15-step “nurture journey.” Three to five emails usually does the trick. The goal? Move people from “interested” to “ready.”
2.1. Sequence Structure
A simple, effective sequence looks like this:
1. Welcome or “Saw you checked us out”
Quick intro, acknowledge their interest, offer value.
2. Objection Buster
Answer common questions, share a quick case study or testimonial.
3. Personal Offer or Reminder
Mention something specific about them, offer a call/demo/trial.
4. Last Nudge
Friendly “no hard feelings” check-in with a clear call to action.
2.2. Don’t Over-Automate
The more generic, the less it works. Bullseye has merge fields and conditional logic, but use it to sound human, not robotic. If you wouldn’t say it out loud, don’t put it in an email.
Step 3: Write (Actually) Personalized Emails
Here’s where most people drop the ball: They create one-size-fits-all templates. Bullseye can insert names and companies, but real personalization goes deeper.
3.1. What to Personalize
- Opening line: Mention how you connected or something relevant about their company.
- The offer: Tie your pitch to their situation (“Saw you’re hiring sales reps—here’s how we help with ramp time.”)
- Timing: Reference their last interaction.
3.2. What to Skip
- Don’t fake personalization (“I see you’re in {{city}}!”) unless you have something real to say.
- Don’t force a pain point that doesn’t fit—they’ll see through it.
3.3. Sample Email (Real-World Style)
Subject: Quick question about [Their Company]
Hey [First Name],
Saw you checked out our demo last week—thanks for that.
Curious if you ran into any questions, or if there’s something specific you’re looking for? If it helps, I can share how [Similar Customer] used Bullseye to cut their onboarding time in half.
If you’re still interested, just hit reply and I’ll send over a quick rundown.
Either way, appreciate your time.
— [Your Name]
Pro tip: Write your emails like you talk. If you sound like a chatbot, people ignore you.
Step 4: Build and Launch the Sequence in Bullseye
Now the fun part—putting it all together.
4.1. Set Up Your Sequence
- In Bullseye, create a new sequence and name it something obvious (“Warm Leads – June 2024” beats “Sequence 2”).
- Add your emails, using merge fields for names, companies, and any custom info you’ve got.
- Set delays between emails. Two to four days is usually right. Don’t be a pest.
4.2. Assign Leads
- Add your tagged warm leads to the sequence.
- Double-check that everyone in the sequence should actually be there. Sending a “Hey, nice to meet you!” email to someone you’ve closed a deal with is awkward.
4.3. Test Before Sending
- Send the sequence to yourself or a teammate first. Broken merge fields or typos happen more than you think.
- Check mobile formatting—most people read on their phone.
Step 5: Monitor, Learn, and (Mostly) Ignore Vanity Metrics
Don’t get obsessed with open rates—they’re unreliable these days thanks to privacy filters. Focus on replies and real engagement.
5.1. What to Track
- Replies: Actual conversations trump opens.
- Meeting bookings or demo requests
- Unsubscribes: If you get a lot, your emails are off.
Bullseye reports on these, but don’t stare at dashboards all day.
5.2. What to Ignore
- Open rates (for now, they’re inflated)
- Clicks, unless your email actually requires a click (like a demo booking)
Pro tip: If your sequence gets zero replies, it’s not “the leads.” It’s the emails. Change them.
Step 6: Follow Up Like a Human
Automation helps, but don’t set and forget. The best sequences are a starting point—not a replacement for real conversations.
- When someone replies, jump in manually. Don’t let a bot answer.
- If you see a lead clicking every link but not replying, send a quick, unscripted message.
- Don’t be afraid to pick up the phone. Old-school, but it works.
What Works, What Doesn’t, and What to Ignore
Works: - Short, honest emails with a clear ask - Personal touches based on real info - Timely follow-up (not too fast, not too slow)
Doesn’t: - Overly slick templates - Long-winded stories about your company’s founding - Bombarding people with daily emails
Ignore: - Anyone promising 80% conversion rates with “AI-powered nurturing” (If it sounds too good to be true…)
Keep It Simple—Iterate as You Go
Don’t let perfectionism stall you. Start with a basic sequence. Talk like a human. Watch what works, toss what doesn’t, and tweak along the way.
You don’t need fancy automation to build real relationships with leads—just a tool that gets out of your way and a willingness to experiment. Bullseye can help, but the real magic is in how you connect.
Now, go turn those warm leads into actual customers.