It’s easy to set up a campaign with Series to nurture your qualified leads, and convince them to become signed-up customers. Below, we’ll share some of our favourite best practices, including which leads to send your series to, and what to say to engage them. 

Check our plans and packages here to add series to your subscription.

Before you set up your series, get clear on its goal. For example, you might want to convince free users, to sign up for a paid plan. Here your goal would be something like ‘Paid is true.’ 

As you add your first entry rule to the series, think carefully about the types of leads you’d like to reach out to. For example, you might want to reach out to leads who attended your webinar. Just tag the list of leads and add it as a rule for your audience. 

Pro tip: You can also collect your visitors’ email addresses with ongoing messages. Once collected they’ll become leads. Then, you can add a follow up action to automatically tag these leads and add them to your series. 

Here are some more ideas for the types of leads you should consider messaging: 

If you’ve set up Operator to automatically qualify your leads, you can add a follow up rule to automatically tag these leads, and add them to a series:

Just add an entry rule block to your series that matches leads with this tag and once you set your series live your qualified leads will automatically be added to it 😄 

Note: You can also manually qualify your leads and tag select leads as you chat to them.

If you’ve set up our Salesforce integration, you can easily see which qualified leads are at a promising status in Intercom. For example, you’ll know which qualified leads are ‘Contacted.’ We recommend adding these leads to a series to encourage them to sign up for a free trial.

Note: You’ll need to install our Salesforce integration, and opt to automatically send your qualified leads to Salesforce. 

Some leads who once showed interest in your product may have gone quiet. Maybe they forgot about your product, or decided it wasn’t the right time to try it out. Reach out to these folk 2 months after they become leads, reminding them about the benefits of your product, and highlighting what you’ve recently built. 

Each message you send in your series should help you achieve your goal. Here are some ideas: 

If the goal of your series is to encourage leads to sign up for your free trial, you should create a message with a clear call to action to sign up. Give your leads all of the details they need to sign up, and provide a link to make signing up easy. 

You should invite your high value leads to a one-on-one demo of your product. During the demo, ask these folk what they hope to achieve with your product. Then, walk though some key workflows that will appeal to their specific use cases. 

Share relevant success stories to help your leads visualize themselves in your successful customers’ shoes. This will help them get excited about the possibilities of your product. 

Feed your leads a series of valuable resources to help them understand your product, and encourage them to sign up for it. For example, invite them to join your webinar, send them your latest blog post, etc. 

Maybe your product wasn’t a good fit for your leads when you first chatted. But since then, you’ve built some awesome new features that will give your leads exactly what they need. You should definitely create a message to highlight your new features.  

Here’s some powerful tips to help your leads trust your brand, and get them excited to sign up for your product: 

The more information you give people about who you are the more information they’ll be willing to give back. They’ll feel more comfortable knowing that they’re chatting to a real person. For example, start your message with something personal like, Hi, I’m Kate. I’m based in the Dublin office.’ 

And don’t be afraid to have fun. For example, you can add a GIF of one of your teammates waving, inviting people to ask questions 😄We do this at Intercom and have found that it gets lots of positive engagement. 

Sometimes your leads will want to chat to a real person before they sign up for a free trial. For example, they might want to understand how your product can meet their specific needs. End each message with a clear question or offer to help. 

For example, if you’re targeting a message to leads who downloaded your ebook, thank them for downloading it in the first message you send.  

Next, decide how many days you would like to leave in between messages with wait blocks. This prevents annoying customers with too many messages sent too frequently. We recommend a minimum of 2 days:

Next, create a behavior-based series to onboard new users, and help them become paying customers. You should also check out our upcoming webinar to learn how to automate your customer engagement.