Measure conversations and appointments, then decide whether to scale

Why it matters

A reactivation campaign can look busy (lots of replies) and produce nothing (no appointments). Measuring each step separately shows where it breaks: a low reply rate points to the message or list; replies without conversations point to your follow-up; conversations without appointments point to the ask.

Step by step

1. 01

   Build four results Smart Lists from tags

   Create Pilot | Replied, Pilot | Conversation, Pilot | Appointment and Pilot | Opted out, each with Tags Is reactivation-pilot AND the outcome tag. In Follow Up Boss use Filters > Tags Include all of reactivation-pilot and the outcome tag, then + New List.

   Cross-check appointments against the calendar: HighLevel has a Last Appointment At date filter, and Follow Up Boss has an Appointment Set stage and logs appointments on the profile. A tag without a calendar entry is not an appointment.

   Check: The four list counts equal the Y counts in your Pilot tracker.

2. 02

   Fill the scorecard and Results tab

   Copy the counts into the workbook Results tab (it calculates rates using delivered messages as the base) and into the weekly scorecard below. Add appointments held: a booked appointment that did not happen is a follow-up problem, not a success.

   Check: Every rate on the scorecard has a number and a date.

3. 03

   Compare version A and B honestly

   The Results tab shows reply rate and appointments per version. With 50 contacts per version, small differences are noise: 6 replies versus 8 replies is not evidence that B is better. Treat a version as the winner only when the gap is large (for example twice the replies) and the opt-outs are not higher. Otherwise keep the version you prefer and test a bigger change next time.

   Check: You wrote down which version you keep and why, in one sentence.

4. 04

   Apply the scale, repeat or stop rule

   Result	Decision
   A stop rule triggered	STOP and fix: clean the source of the opt-outs or complaints, then repeat 100
   No stop rule, at least one appointment held, replies answered within an hour	SCALE: next 200 from the rank, same schedule, 20 to 40 a day
   No stop rule, replies but no appointments	REPEAT 100: keep the list, change the ask (offer a 15-minute call or a home visit for the update)
   No stop rule, very few replies	REPEAT 100: change the message or the offer; check delivery and consent data

   These thresholds are a decision framework, not industry benchmarks. Your own pilot is the benchmark you compare future batches against.

   Check: The scorecard has one decision circled and a reason.

5. 05

   Move the people who engaged into your pipeline

   Everyone tagged react-conversation gets a next step: a pipeline stage (Part 05 sets up a seller pipeline), a task, or a calendar follow-up date. Everyone else from the pilot goes back to your normal nurture after 30 days; remove the reactivation-pilot tag then so they can enter a later batch.

   Check: No contact with a conversation is left without a task or stage.

Copyable templates

REACTIVATION SCORECARD, week ending ____

                         Version A   Version B   Total
Contacts messaged          ___         ___        ___
Delivered                  ___         ___        ___
Human replies              ___         ___        ___
Conversations              ___         ___        ___
Appointments set           ___         ___        ___
Appointments held          ___         ___        ___
Opt-outs                   ___         ___        ___
Complaints                 ___         ___        ___

Reply rate          = replies / delivered
Conversation rate   = conversations / delivered
Appointment rate    = appointments set / delivered
Show rate           = appointments held / appointments set
Opt-out rate        = opt-outs / delivered
Median first-response time to replies: ___ minutes

Decision (circle one):  SCALE next 200  |  REPEAT 100 with changes  |  STOP and fix
Reason (one sentence): _____________________________________________

Try it

How to test it

1. Pick 5 contacts tagged react-appt. Each must have a calendar appointment with a date.
2. Recalculate the reply rate by hand from the list counts. It must match the Results tab.
3. Check that every opted-out pilot contact still shows DND or an opt-out flag a week later.

Troubleshooting

Advanced technical details

Optional. You can follow every step above without these.