# If Opened Branching Playbook: Flows and Templates to Paste

> A ready-to-build follow-up flow that sends a different message depending on whether someone opened or clicked, with complete emails for every branch.

Sending the same follow-up to everyone wastes your best shot. The person who opened your email twice and the person who never saw it need different messages. Branching lets you send each of them the one that fits.

This playbook gives you a complete flow, the emails for every branch, and a checklist to run before you hit send. Build it in any tool that supports open and click conditions.

## Before you build: what opens can and cannot tell you

Open tracking is a rough signal, not proof. Some email apps load images automatically, which can register an open nobody made. Others block images, so a real reader shows as unopened. Treat branches like this:

- Someone took an action. Make it easy to reply.

A branch is yes or no. It cannot count how many times someone opened, so do not write copy that assumes "you've looked at this a few times."

## The flow at a glance

| Step | Wait | Condition | Message goal |
|---|---|---|---|
| 1. First email | Day 0 | None | Short, specific offer |
| 2B. Follow-up | 3 days | If NOT Opened | New subject, shorter version |
| 3B. Follow-up | 4 days after 2A | If NOT Clicked | Proof or example |
| 4. Breakup | 5 days | None (all who haven't replied) | Close the loop politely |

The waits are a rule of thumb. Spread steps out enough that you don't feel pushy, and adjust for your market. If you want a simpler starting point, the [three step campaign blueprint](https://getclient.pro/resources/three-step-campaign-blueprint) covers a linear version you can branch later.

## The templates

Every template uses merge tags exactly as written. Fill in the bracketed parts once, for your offer, before you load the campaign. If you need an offer to plug in, pull one from [offer ideas for local businesses](https://getclient.pro/resources/offer-ideas-for-local-businesses).

### Step 1: First email (everyone)

Subject: quick question about {{params.name}}

Hi {{params.firstname}},

I was looking at {{params.website}} and noticed [one specific thing, e.g. there's no way to book online].

I help {{params.category}} businesses in {{params.city}} [result, e.g. turn more website visitors into booked jobs]. Usually that starts with [small first step].

Worth a short chat this week?

[Your name]

### Step 4: Breakup (everyone who hasn't replied)

Subject: closing the loop

Hi {{params.firstname}},

I haven't heard back, so I'll assume the timing isn't right for {{params.name}}. I won't keep emailing.

If [problem] ever becomes a priority, just reply to this and I'll pick it up.

Thanks,
[Your name]

## Build it step by step

1. **Get a clean list.** Pull businesses by category and city, keep the owner's first name where it is available, and run email verification before sending. Bounces hurt the account you send from.
2. **Fill missing first names.** If {{params.firstname}} is blank for some leads, either remove those or swap in a greeting that works without it, like "Hi there," in a separate campaign.
3. **Add step 1, then a delay of 3 days.**
6. **Under 2B, add a 4-day delay** and go straight to the breakup, or repeat 2B's idea with another subject.
7. **Preview every step** with a real lead to confirm each merge tag fills in.
8. **Set sending limits and weekdays** so you send steadily rather than in one burst.

New accounts get 100 free credits; see [plans and credits](https://getclient.pro/pricing).

## Pre-send checklist

- Every merge tag is written exactly like {{params.name}}, with double curly braces.
- Step 1 has one specific observation, not a generic compliment.
- Branch emails don't assume the reader remembers you.
- 3A and 3B only run if an earlier email had a link.
- An unsubscribe link is included and unsubscribes are honoured.
- You've checked the email and privacy rules that apply where you and your recipients are. This is not legal advice.
- Replies get answered within a day. A branch is useless if you miss the reply it earned.

## Adapting by industry

The structure stays the same; the observation in step 1 changes. For [HVAC](https://getclient.pro/industries/hvac) companies it might be no emergency-call button on mobile. For [landscapers](https://getclient.pro/industries/landscapers), no seasonal booking page. For agencies, borrow wording from [cold email templates for SEO agencies](https://getclient.pro/resources/cold-email-templates-seo-agency) and drop it into step 1, keeping the branches as they are.

## Frequently asked questions

### Is it okay to mention that I saw they opened my email?

Avoid it. Open data is unreliable and saying it can feel intrusive. Just change your angle and let the message stand on its own.

### How many branches is too many?

Two levels is plenty for most campaigns. Each extra branch means more emails to write and check, and it gets harder to tell which message actually worked.

### What if someone replies partway through the flow?

They should stop receiving the sequence. Check how your tool handles replies, and answer them quickly yourself rather than letting automation continue.

Source: https://getclient.pro/resources/if-opened-branching-playbook