How the lead email program works

• New leads get a thank-you within a minute naming the company that will call, then a check-in on day 2: "Did they reach you?" Their answer picks the next lane.
• If they talked to the company, we say they're in good hands, ask for a review around day 18, offer the other vertical (tax for debt leads, debt for tax leads) around day 30, then send a monthly update.
• If they're still shopping, we show two other top companies, then a full comparison, then a "still need help?" note. We never re-pitch the company they already submitted to.
• If they never open, the tone switches to two short personal notes from "Travis at BestGuide", then monthly only, then one win-back, then we stop.
• Older leads (30+ days old when the program started) get a fresh "this year's top picks" email, then a one-tap "how much do you owe today?" if they opened, or a personal note if they didn't. Anyone older than 2 years is asked once if they still want help, and only a yes click continues.

flowchart TD
  A[Form submitted] --> T[1 Thank you
minute 1] --> C[2 Did they reach you?
day 2]
  C -->|We talked| V[V1 Good hands] --> R[5 Review
day 18] --> X[8 Other vertical
day 30] --> M[7 Monthly update]
  C -->|Not yet / not a fit| S[3 Second option
day 5 to 7] --> P[4 Compare
day 14] --> H[6 Still need help?
day 30] --> M
  C -->|Never opens| N1[N1 Personal note
day 4] --> N2[N2 Last try
day 10] --> M
  K[Clicked a company,
no form or call] --> D[C1 Still deciding?
next day]
  O[Older lead] --> Q{2+ years old?}
  Q -->|Yes| RP[9 Still want help?] -->|Yes click| R1
  Q -->|No| R1[R1 This year's picks]
  R1 -->|Opened| R2[R2 How much now?
day 4] --> M
  R1 -->|Never opened| R3[R3 Personal note
day 8] --> M
  M -->|120 days, no clicks| W[10 Win-back] --> Z[Stop]

• Send times. Thank-yous go instantly. Everything else goes 9 AM to 5 PM Central, at the hour that person originally submitted. Never on Sunday.
• Frequency caps. At most 1 email a day and 2 offer emails a week per person. A new form restarts that person's series.
• Slow warm-up. 100 a day, then 150, 250, 400, 600, 900, 1,300, 1,800, 2,500, 3,500, 5,000, 7,000, 10,000. It only steps up after a day of real, clean sends.
• Automatic brake. Offers pause by themselves at 2% bounces or 0.1% spam complaints, and stop at 4% or 0.2%. Thank-yous keep going.
• Opt-outs are final. Unsubscribes, complaints and bounces are never mailed again. People can also drop just the offers and keep updates about their request.
• Own domain only. Mail is signed for send.bestguide.com, links run through links.bestguide.com, images load from img.bestguide.com, and replies go to support@bestguide.com (Travis, Klebson, Eduardo).

Forms. Every email link carries source=EML plus utm_source=bestguide-email, utm_medium=email, utm_campaign (which email) and utm_content (which button). Links go to the same bridgepages, compare pages and review pages we already use.

Calls. Each brand has its own email-only CallRail number, named "<Brand> | Email". Same destination as the brand's main number, used nowhere else.

Revenue. We judge every email on billed revenue per email sent. A billed lead counts for an email when that person clicked it within the 7 days before submitting. Delivery, opens, clicks, unsubscribes and complaints are tracked per email, so we cut what doesn't pay and send more of what does.

Team copies. The first time each email goes out each day, Travis, Klebson, Eduardo, Diógenes and Ross get a copy (greeting uses your own name) so everyone sees exactly what leads see.

1. Map source=EML to "Email" in the lead source reports, so email leads show apart from PPC and organic.
2. Keep the URL parameters on every form submit from a bridgepage, compare page or review page, so source and the UTMs land on the lead record.
3. Prefill the star rating on /write-a-review/ when the link has &rating=1 to 5. The review email has one-tap stars that already send it.
4. Flag anything odd from email leads or partners (bad data, complaints, a brand asking about the new numbers) in #bgleadership.