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Your Customer’s Email Isn’t Data. It’s Trust.
They handed you their email. That is not a row in a spreadsheet. It is a person saying, "I want to hear from you again."
Blog
Notes on follow-up, campaign discipline and the small habits that keep leads from going cold.
Follow-up
The first hour
Interest has a half-life. The gap between someone raising their hand and someone answering is usually the whole story of whether anything happens next.
Campaigns
What happens after send
Sending is the half of a campaign that has a button. The half that decides whether it was worth doing starts the moment the first reply lands.
Follow-up
Every lead needs a status
A list of names is not a plan. A status is a decision you have already made, so that the next person to open the list does not have to make it again.
Campaigns
Reading the signal
Opens, clicks and replies are not three strengths of the same signal. Treating them as though they were is how teams end up chasing the wrong people politely.
Follow-up
A cadence people don’t mind
The difference between persistence and pestering is not how many times you make contact. It is whether each contact gives the other person a reason to reply.