Lead Nurture

Set this journey up when quote requests and new leads keep arriving but most of them reach sales before they are ready, and the interested ones go quiet without anyone following up. The handoff needs somewhere to land, so first check that a sales or conversion process exists to receive it, that lead capture, quote requests, content views and checkout starts are recorded against the same lead, and that email and push consent is stored per lead. If leads cool off because quotes are answered late or pricing stays vague, fix that step first; a nurture sequence cannot stand in for an unanswered quote.

Incremental conversion rate vs control

This journey earns its place by producing more purchases or closed sales among nurtured leads than among the control group that hears nothing; email opens or re-engagement alone do not show that.

How it is counted: Among all leads who failed the first intent check and were assigned to the journey group or the control group, the share who convert within the same follow-up window from assignment; the gap between the groups is the journey's effect. Delivery and open status do not change the denominator.

Also track

• Re-engagement rateAmong assigned leads, the share who request a quote, start checkout or view content after the push; this is the intermediate step that moves the sequence along. Do not treat a content view alone as readiness.
• Sales handoff rateHow many assigned leads are handed to sales or conversion, and at which check the handoff happened; track where handoffs cluster so you can see which touch does the work.
• Unsubscribes and push opt-outsCount leads who unsubscribe or turn off notifications after each email and push; these numbers climb when messages keep going to leads whose interest has ended.

• Trigger and entryEntry comes from a new lead record or a quote request; a lead found ready to buy at the first check goes straight to sales without a message. Split the leads who are not ready at random: the journey group gets the nurture sequence, the control group sees none of it.
• Who must not enterA lead already in a sales or purchase path does not enter, and a lead with clear intent is never parked in the educational sequence. The scope is one lead: no second flow opens for the same lead, and leads without contact consent stay out.
• Timing and channelsAn email on the lead's need comes first; a push recalling the product follows 3 days later. A re-engagement check comes after 3 to 5 days: without a quote or checkout, a second email explains how the product works, and a lead interested but not ready 5 to 7 days later gets a final push.
• Exit and handoffWhenever a check finds the lead ready to buy, the lead moves to sales or conversion and queued messages are cancelled. The journey ends when the lead shows no interest after the second email, or is still not ready 3 days after the final push.
• Frequency and consentA lead receives at most two emails and two pushes; email goes only with a subscription, push only with notification permission. The sales handoff is not a message: the lead is passed on together with the latest intent signal.

1. 1If the journey group does not convert more often than the control group, the messages may have accompanied leads who would have bought anyway; more opens or more re-engagement do not change that verdict. Decide on the conversion gap between the two groups.
2. 2This reading is tied to this email and push order, these waits and your definition of an intent signal. A closed sale after the handoff is an outcome of the sales process; apply the same counting rule to both groups in the control comparison, and never show one conversion in two journeys' reports.
3. 3With few leads and rare conversions, a small gap can appear by chance. Before you start, enter your current conversion rate and the smallest uplift you want to see into the sample size calculator to find how many leads each group needs; do not decide before you reach that number and the follow-up window has covered the whole sequence.
4. 4The final push goes only to leads who are interested but not ready; a lead who shows no interest exits before it. If that push adds nothing, do not extend the sequence; nurturing after interest has stopped brings no conversions and can raise unsubscribes.