Smart rules are a layer on top of the sequence: they watch opens, clicks and silence and change the focus or copy of the next step accordingly. They run as a dry run by default, showing what they would change, and you decide whether to switch them on.
Look at the dry run first
Under Campaigns open Smart rules. You see how many companies would get different copy today and why (repeated opens, a click, no open). Nothing is sent until you switch the rules on.
A rule for the hesitant
Opened 3 times without replying: the next step is a short question or a sample, not another argument. The hesitant do not need persuading, they need an easy way to say yes.
A rule for clickers
Clicked a link: they are warm. The next step can be a concrete meeting slot or a phone call. Colldly flags them as warm contacts in Contacts too.
A rule for silence
No open after two steps: change the subject line (the exception to the "Re:" rule), because the problem is delivery or the subject, not the copy. Or try a different time based on the heatmap.
Switch on and watch for a week
Enable the rules on one campaign and compare replies per step with the previous week. If the follow-up reply rate rises, extend to the other campaigns.
- Dry run reviewed
- Rule for 3 opens: question or sample
- Rule for a click: slot or call
- Rule for silence: different subject or time
- Enabled on one campaign, compared after a week