No sequence should be set in stone from the off - you should always be looking to improve it. Track it regularly and keep going back and making changes, based on how your leads are behaving. Another good tip is, if you’ve got multiple sequences running at the same time, you can drop leads who aren’t engaging out of one sequence and into another. Again, it’s all about guiding your leads to your preferred outcome. Don’t rush Be sure to give your leads time. Don’t rush your lead nurture sequence. The idea is to keep your company in the recipients’ minds, without bombarding them with too many marketing emails. If they get too many messages early on, they’re likely to unsubscribe. I usually start with a couple of emails in the first week of the sequence, then 1 email a week after that. Tailor your sending times Just like pain points, the times that you send the emails in your sequence can differ depending on the industry. There’s no exact science to this, but I’ve found that early morning times such as 8:40-8:45am work best for salespeople, while marketers tend to respond best in the afternoon. Adjust your sending times for best results. Do some research into the best times to send for your target industry - there are quite a few studies online about this! The Inbound Marketing Playbook / 74