Follow Up Playbook



Inbound vs Outbound

Most campaigns will see some inbound leads come through within the first two weeks after items have been received by prospects. When you are running your follow up campaigns, it's important to cross reference with your inbound leads so that your team is not following up with prospects who have already come inbound.
Even though this is such a unique concept and breaks through the noise to get the attention of your prospects - follow up is still required in most cases to get the prospects to schedule some time with you.
Don't get disheartened when you first send out the items if there isn't a rush of interest immediately. Prospects are busy and are slow to take action - most results come after some very simple follow up campaigns.


Your Timeline

We recommend that you wait at least ten days from the date that the items were mailed out before running any follow up campaigns.
The reason for this is that shipping takes between 1-5 days, and it is then wise to give the prospects a little bit of time to receive the book, as many will be away from the office, working hybrid etc. As you will be mentioning the item that you sent in your follow up campaigns, it won't do any good to send an email referencing a book if they have not yet seen it.


Guidelines & Best Practices

Please see some guidelines for each of the three key channels below:


Tracking & Attribution

Every client is different here, as you may have your CRM set up in your own way to track leads from any campaign. If you don't, or you want to keep this separate for any reason, you can use  this Google Sheet template  (just make a copy of it for yourself so that you can edit it).
The volume of these campaigns is quite low, so it's not very difficult to track everything manually (especially in your pilot stage to assess the results).
Some things to look out for on this front:
  • Some prospects will come inbound after receiving an item in the mail. Make sure that you update them wherever you are tracking this and pause any automated outreach to them and/or their colleagues.
  • When a lead replies on one channel, update the other channels accordingly so that they, or their colleagues, do not continue to receive automated messages or calls.