Katie Douglas, Customer Success Manager

Yay! You’ve made it to the final part of this sequence creation article and, in my professional opinion, the best part. It’s time to discuss how to measure the success of all your hard work!

Reminder, be sure to check out Part 1 and Part 2 of this article if you need a quick refresher. 

Measuring Success

Any great continuous improvement cycle will always include a measurement phase. Building killer sequences that increase conversion rates is no different. You’ve strategized, implemented, and executed. How can you now iterate on what you’ve done to make your sales pipeline even more successful? What measurements should you pay attention to? Don’t worry, I've got your back! Listed below are the recommendations I tell all my customers to look out for. 

• Keep an eye on your performance data. Within the platform, you’ll notice there are a variety of ways you can gain insight into your sequence performance. Open and reply rates can be found at both the sequence and individual step level. This gives you clear visibility into which sequences and steps are outperforming others. 

• Interpret and iterate based on A/B test results. To help test what messaging works and what doesn’t, take advantage of our built-in A/B testing. Keep it simple and do your best to limit the test to two, there’s a reason we don’t call it an A/B/C/D/E/F/G...test. If you must, max out your test at three. This will keep your A/B test manageable and allow you to gather accurate results. 
• Identify how much is too much. You always want prospects flowing in and out of sequence. No one likes an empty pipeline at the end of the month, right? However, there is such a thing as adding too many prospects into sequence at once. If you start seeing the number of overdue tasks growing, consider reducing the number of prospects sequenced. On the other hand, if the number of remaining tasks per day is always zero, consider sequencing a higher number of prospects. Balance is key and slowly you’ll find the magic number that works for your team. As a starting point, we recommend adding 10 to 20 prospects to sequence per day, as it will most likely compound from there. Within a month, you should be able to determine your ‘real’ number.

Congrats! You now have the tools to create the engine that will fuel your playbook - sequences. I’m confident that your sequence strategy is going to rock. The world is your oyster!

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