Building follow-up sequences that don't feel robotic

The fastest way to make an automated sequence feel robotic is to write it like marketing copy. The fastest way to make it feel human is to write it like a text from a colleague.

Short sentences. No exclamation points on every line. Reference something specific from the lead's inquiry instead of a generic template. These small choices are the difference between a sequence that gets replies and one that gets ignored.

We also recommend varying send times slightly and mixing email with SMS — a sequence that arrives at the exact same minute every day, every time, reads as obviously automated even when the copy is good.