Small Bets in Touchpoint Sequencing Logic That Compound
Sequencing logic is one of those quiet linchpins of modern marketing automation. It decides when a follow-up email goes out, when a SMS text fires, when a push notification lands on a locked phone. Get the timing wrong and you're not just losing a sale—you're training people to ignore you. Get it right and the same automation feels almost thoughtful. Here's the thing: most teams don't sit down and plan a sequencing strategy. They inherit one. A previous marketer set a five-day delay, a manager asked for a 'nudge' after three days of no click, and suddenly you're staring at a chain of messages that feel less like a conversation and more like a drip torture. This article is a field guide to that messy reality.