Follow-Up Campaigns
The CRM includes automated follow-up campaigns that handle outreach when manual follow-up is not actively happening. These campaigns send pre-written messages on a timed schedule, keeping the business top of mind without requiring daily manual effort.
How automated follow-up works
When a new lead enters the system or is enrolled in follow-up, the CRM automatically sends a series of messages over several days. The sequence alternates between email and text to maximize the chance of a response.
If the contact replies at any point, the campaign stops immediately and the conversation moves to manual handling.
Types of campaigns
| Campaign | When it activates | What it does |
|---|---|---|
| Speed-to-lead | Immediately when a new lead comes in | Sends the first message within minutes. First impressions matter, and response speed directly impacts conversion. |
| No Response | After initial outreach with no reply | A multi-day sequence of alternating emails and texts. Gives the contact multiple touchpoints to respond. |
| Reactivation | After previous campaigns are exhausted | A final attempt to re-engage cold contacts. If there is still no response, the contact is moved to a long-term hold state. |
| Post-Appointment | After an appointment is completed | A follow-up sequence sent after a meeting to maintain momentum. |
| Rescheduling | After an appointment is cancelled | Reaches out to reschedule. Includes email and text touchpoints over a couple of days. |
How campaigns hand off to each other
The system uses a routing workflow to determine the next appropriate campaign for each contact. When one campaign finishes without a response, the system evaluates the contact's history and enrolls them in the next appropriate sequence.
The typical flow:
- Speed-to-lead → Contact enters, gets an immediate response.
- No Response → If no reply after initial outreach, a multi-day follow-up begins.
- Reactivation → If still no reply, a final reactivation sequence runs.
- Hold → If reactivation also fails, the contact is placed in a long-term hold state for potential future outreach.
Each transition happens automatically. No manual intervention is needed unless the contact is flagged for attention.
How to trigger follow-up via Quick Actions
To manually enroll a contact in system follow-up:
- Open the contact record.
- Select Quick Actions.
- Choose Add To Follow Up.
- Save.
The CRM will determine the correct campaign based on the contact's history. See Quick Actions for more details.
When campaigns stop
Campaigns are designed to stop automatically when:
- The contact replies. Any response pauses the automated sequence and moves the conversation to manual handling.
- An appointment is booked. The follow-up sequence is replaced by the appointment confirmation and reminder flow.
- The contact opts out. If someone replies with a stop keyword, all automated outreach stops and do-not-contact protections are applied.
- Manual follow-up is selected. Using the Quick Action to switch to manual follow-up removes the contact from automated sequences.
Manual follow-up vs system follow-up
| Approach | What it means |
|---|---|
| Manual follow-up | Personal messages sent directly. No automated sequences running. Best for warm conversations and active negotiations. |
| System follow-up | Automated sequences handle the outreach. Best for contacts that have gone quiet and need consistent touchpoints. |
The two approaches can be toggled using Quick Actions. A common pattern: start with manual follow-up, and if the contact goes cold after several attempts, switch to system follow-up.
Related
- Quick Actions -- How to enroll contacts in follow-up.
- How Your Automations Work -- The broader automation system.
- Contact Statuses -- How statuses change as campaigns progress.