Email that follows where each buyer is, not a monthly blast
One newsletter to everyone teaches people to ignore you. This workflow lets the CRM decide what each contact gets next, sends it through your email platform, and brings every open, click and reply back to the record.
- Kind
- Workflow
- Service
- Tools
- 4 connected
- Lands in
- Your CRM
Everyone gets the same email, and sales can't see who's warming up.
The problem. The newsletter goes to the whole list once a month. New leads, old customers and people who went quiet a year ago all get the same thing, the unsubscribes rise, and nobody in sales knows who has been reading.
The solution. We drive email from the CRM. A contact's stage, interests and what they do decide the next message, sent through Brevo or Mailchimp. Opens, clicks and replies come back to the record, and sales is told when someone is ready.
What we used
The CRM decides, the email platform sends, and the results come back.
- CRMDecides who gets what from their stage, interests and consent, and changes course when they act.
- BrevoSends the journeys and reports opens, clicks and replies back to the record.
- MailchimpThe same job where a business already runs on Mailchimp.
- PostHogShows what they read on the website after they click, where they accepted cookies.
How a new lead is nurtured to a conversation
Follow one contact through a journey.
- 01CRM
Segment from what you know
Stage, sector, what they downloaded and their consent decide which journey they join.
SegmentConsent - 02BrevoMailchimp
Start the right journey
A short journey for early-stage buyers in facilities, spaced so it helps rather than nags.
- Day 0The guide, as promised
- Day 4Three costs people miss
- Day 10A worked example
- Day 21A short call?
- 03PostHog
Watch what they do next
He clicks the worked example and then reads the pricing page.
ClickedThen read - 04CRM
Change course when they act
Reading pricing moves him to a shorter track with a case study and an offer of a call.
Score - 05CRM
Tell sales at the right moment
The owner is told, with the emails he read and the pages he visited.
OwnerGone quietMoves to a monthly digest, not more chasing
Owen Hughes
Downloaded the buyer's guide
- Stage
- New lead
- Segment
- Facilities, early stage
- Consent
- Yes
- Clicked
- The worked example
- Then read
- Pricing
- Score
- Rising
- Owner
- Told today
Emails chosen by the record, and every response back on it.
Why it matters
Published research behind the workflow, not results from one project. Each figure is numbered to its source below.
2.3%
average unique click rate on UK marketing email in 2024 ¹
73%
of B2B buyers actively avoid suppliers who send irrelevant outreach ²