Walla’s fully integrated lead stages, lead sources, and lead tracker

Why It Matters 

Optimize your sales funnel, increase conversions and sales, keep leads engaged, and take action. Our lead management tool ensures no one gets lost or forgotten in the funnel, and you can proactively contact leads in a timely, informed manner, which is key to engaging and converting them after they’ve expressed interest. From channel to conversion rates and lead status, Walla’s Sales CRM empowers your studio to have a fluid and profitable sales process that mirrors industry leaders.

What You Can Do  

[When you select Lead Tracker in the Sales & Marketing Center, click “Learn more about the Sales CRM system” for a full, easy-to-read deep dive]

In Walla’s Sales & Marketing Center, the Sales CRM (customer relationship management)/lead management tools have three parts:

1. Lead Stages: a special tag + way to categorize a lead (or expiring lead) to track them through your studio sales process

   • A lead can have one or more tags

   • Walla automatically suggests lead stage options to start

   • Any adjustment or edit to a lead (color, name, deletion) is universal

2. Lead List View: Default view/page of leads based on your viewing preferences

   • Easily see new leads

   • Assign leads to staff members

   • Organize leads

3. Lead Pipeline: A visual representation of where a lead is in your studio sales process

   • Create columns and assign which group of leads belongs in what column (based on lead stage), and Walla will populate it with your specific leads

More about Lead Stages & Pipeline

Lead Stages: Every Lead Stage also has a Lead State, so you know exactly who is an active lead and who has been converted.

• Lead State is important for the Lead Source Report

• Your lead pipeline should be everyone who is in an active state (prospects going through the sales process

• If you ever need to re-open/re-engage a lead, simply remove the won or lost tag

How Lead Stages & Pipelines Work Together

Lead Stages: Some Lead Stage tags are used in your pipeline—and some aren’t—but ultimately, it’s your choice how to organize tags and configure leads and the pipeline.

• Pipeline columns require a lead stage to populate that column

• Certain tags define the won or lost state of a lead (when someone exits your pipeline)

Pipeline: All incoming lead forms (Walla, Meta, Google) will auto-tag the lead as New Lead

• Use New Lead as a stage in the pipeline—or you can wait until they’re qualified, at which point you’d move them to a qualified stage and see them in the pipeline

• If you have New Lead column in the pipeline and decide that you want to qualify them first, simply remove the column from the pipeline

It’s suggested you keep your pipeline as your lead “to-do” list

• If you want to view leads that were won or lost, toggle the filter to see them

Additional Resources

Loom:

Support Articles:
Sales & Marketing Suite

Lead Sources Report gives you visibility into lead sources and conversion types.

Why It Matters 

Save time, access accurate lead data, optimize sales and lead funnels, increase conversion opportunities. With the Lead Sources Report in Walla’s Sales & Marketing Center, your studio can easily see what lead-generating channels + sources are performing—and converting leads. By having this knowledge, you can focus on what channels are beneficial to member growth and profitability and what sources are getting the results you want, giving you a chance to update (or eliminate).

What You Can Do  

In Walla’s Sales & Marketing Center, under the Sales & Marketing Suite, select Lead Sources to review lead reporting. In this report, you can filter and view leads by:

• Date range

• Lead created (time frame + studio location, if applicable)

• Conversion

You can also view and get granular with how the lead entered your funnel, including the following channels:

• Advertisement

• ClassPass

• Email Campaign

• Email Cold Outreach

• Event

• Out of Town (visiting on vacation, for example)

• Referral Client

• Referral Past Member

• Referral Team

• Search Organic

• Search Paid

• Social Cold Outreach

• Social Paid

• Unknown

• Walk-In

• Website Organic

• Wellhub

By filtering down and viewing leads and conversions by source, you’ll have a more informed idea and channel performance—and what are your lead generators.

Purpose

Why It Matters 

What You Can Do  

• In the Walla Marketing Suite, easily copy and enter your Google Tag ID into Walla—and the widget will send data back to your Google Analytics dashboard! 

  • Data can include: 

    • Visitor widget page views, checkout flow (plan, class, appointment, and enrollment) process, and purchase information (value, item name, item category)

• Lead form responses are available on the Lead Intake page in Walla's Marketing Suite 

  • Trigger marketing automations like you can with native lead forms 

• Copy the first link listed 

• Return to your Google account, locate the Lead Delivery Option for the form 

• Paste the URL from Walla into the Webhook URL field. 

• Copy the second link from Walla and paste it into the Key field in Google

• Native lead forms that you've created in Walla will be located here, too 

• Select Google Lead Form to trigger automations when clients have completed the form

Purpose

Why It Matters 

What You Can Do  

• Inbox | New Message 

• Client Opt-Ins 

• Client Profile 

• Widget 

Inbox
Your Walla inbox will now include a location dropdown. 

• Default setting: Will show all studio locations that a Walla user has access and permissions to

• Multiple location dropdown: If the Walla user has access to multiple studio locations, they will select the dropdown and can view all studio locations they have access to

  • If the studio/business has not created and added multiple phone numbers, this dropdown will work like the location filter did before this change

• Under the client name, Walla will show the location(s) associated with that phone number

  • For example, a message was sent to Mason a shared phone number between the Los Angeles studio and the Texas studio location 

    • The message sent to the Colorado studio is separate because it has a different phone number

New Message
If both the client you want to message and the Walla user sending the message are associated with multiple locations (and phone numbers), the staff member will need to select the location they want the message to come from

• The message will be sent from that location's associated phone number

Client Opt-Ins

• Single phone number: If your studio isn’t using/choosing to have multiple phone numbers, the client opt-in permissions + parameters will not change

• Multiple phone numbers: If your studio uses the new functionality and has additional phone numbers for locations, client opt-ins will be specific to each location's phone number 

  • Example: A client could opt-in to communication from your Santa Monica studio location but not be opted-in to the Hollywood or Downtown studio locations

    • Opt-in's can be managed from the Client Profile and widget   

Client Profile
Opting-In / Opting Out 

• You can view the phone number and the corresponding location in the profile

• Example: If a client has communication activity at the Los Angeles studio location as is opted-in, that will be the default view 

  • If the client has also opted-in to an additional studio location(s) but there is no communication activity, that location(s) will be hidden 

    • To view hidden location(s), select Show All Locations 

  • If a client opts out of a phone number associated with multiple locations, they will not receive communications from all locations tied to that number

← Client Profile

Studio Widget
Existing Clients

• Example: Mason only has activity at the Colorado studio, so that is the only location visible on the widget

  • If Mason wanted to opt-in to other studio locations that he does not have communication with, he would need to contact the studio 

    • If and when Mason visits the other studio location, that studio will now be visible  as an option in the SMS opt-in

← SMS/Text Message Opt-In

New Clients

• If they choose to opt-in to SMS communications, they will be opted-in to that specific studio location—and that location's phone number will be visible in their profile on the widget. 

  • Additional studio locations and phone numbers won’t show on the widget until the client has activity and communication with another location(s)

Additional Resources 

• Support Article: Location-Specific Phone Numbers

Purpose

Walla users can now add important marketing-related Audiences that they want to keep top of mind to their dashboard. 

Why It Matters 

A more personalized client experience, eliminating admin work and increasing real-time engagement. The Walla dashboard now shows Audiences you choose (or have created) that need action and attention, making it seamless to engage, increasing sales, conversions, and ultimately profitability at your fitness business.

What You Can Do  

Audiences on the Walla dashboard allow you to create or use an existing Audience(s) that you want to keep top of mind—and engage with in whatever facet. 

• Example: You want to create a Headspace that will display only new members so your staff can give them a call and welcome them to the studio

Located on the dashboard, there is an additional section called Audiences. This is where you will select an Audience that you want to track:

• . Select Add Audience to Track

  • Choose an existing Audience

    • If you want to track something that you don't currently have an Audience for, you'll first go to Audiences in Walla's Marketing Suite and create it

•  Select how many contacts you would like the dashboard to display (max 10 clients)

  • Choose a highlight color for the specific Audience 

From the card on the dashboard, you can edit the following:

• Edit: Change any property of the Audience

• Message All: Send messages to all the contacts in the Audience

• Go to Audiences

• Remove Card

Clicking the name of a contact will open a new information panel from the right-hand side

• The panel will contain key information about the contact for quick reference

  • Also contains a link to the full client profile

Note: This feature is available to all Walla users, but if you do not have the Walla marketing suite, you are limited to three audiences.

Additional Resources 

Loom: https://www.loom.com/share/85d5b713adc340409416c2be64e5da34?sid=218166a9-3926-48c4-b8ec-95784b1668b

Edit the price of the item at checkout  

Purpose

Allow a Walla user/studio staff member to adjust the price of an item in the cart by percentage or dollar amount for a specific transaction, including a BOGO or similar promotions. 

Why It Matters 

Save time, instantly add discounts + savings, and eliminate client frustration. Front desk users can easily edit the price of an item at checkout during the current checkout process, making it simple to apply a discount (or promo) and help your clients save! 

What You Can Do  

There are two ways to check out and apply the discount or promotion: 

Full Product Checkout: Client profile page > Buy Products

• This feature updates the adding of a product at checkout

• Change quantity using the + and -  buttons, allowing users to enter and buy multiple products instantly 

• Duplicate Line Item option will eliminate the need to search for a product in a Buy One, Get One instance 
  
  Quick Buy: Class roster check-in > Quick Buy 

• Quick buy is meant for super-quick purchases while clients are checking in for class (water, mat rentals, etc.) 

• New CTA for "Edit product prices" to allow Walla users to switch to the full product checkout, and they can switch back to Quick Buy if they don't make any edits

  • Note: A price edit (or adding a non-Quick Buy item) will prevent switching back to Quick Buy

Purpose

Allow a client or Walla user to add a guest to an enrollment on the widget or from the front desk. 

Why It Matters 

Additional revenue, conversion of more clients, and ease of booking. When clients (or staff) can instantly add a guest(s) to an enrollment, your studio can fill workshops and events quicker and promote your studio offerings outside your member base.

What You Can Do  

Guests can now be added to enrollments through the widget and the front desk. 

• The flows are very similar when adding a guest to a class

Adding a guest from the front desk

• When a client purchases an enrollment, guests can be added to the roster by selecting Add Guest.

• Enter the email, name, and phone number (optional) for the guest

• Guests are required to be paid in full 

  • Staff can use the client's stored payment method, use a new card, or pay in cash 

  • The client can also opt to allow their account balance credit to be applied to the guest's payment

• This will add the guest to all instances of that enrollment

  • Guests will be opted-in to receive marketing communications

Adding a guest from the widget

• When a client registers for and book an enrollment online, they will see the option to bring a guest on the confirmation screen

  • The client will fill out guest details 

• Clients cannot use their account balance towards the guest enrollment payment when booking via the widget 

Purpose

Allow Walla users to set up lead forms in Facebook that will automatically transfer over to their Walla contacts. This feature is available for studios with Walla's Marketing Suite

Why It Matters 

Instant lead information; the opportunity to nurture and convert in real-time. As a studio, lead ads data collected in your Meta Lead Ads will be automatically imported into Walla. Specific lead details from a Lead Ad in Meta are instantly imported into your studio's CRM/Contacts in Walla.  

What You Can Do  

In Walla, you will enter your Facebook account information—and select which Business Portfolio you would like to connect

• Choose which Pages you want Walla to access  

• Leads come from LeadGenForms, which are owned by Pages; therefore, by giving access, Walla can view leads 

During sign-in, a Walla user should ensure the page they require access to is listed and select the pages that they want access to:

Confirm that Facebook permissions are set appropriately

• The user is a Page Admin

• Lead Access Manager is enabled 

• Page access for that user includes leads 

  • In Meta Business Suite, please select your page > Settings > Accounts >Pages > Select the user and ensure they have Leads Access

To use the Walla App as a CRM, you must make sure that it is connected

• After the Walla application is installed for the page, go to Meta Business Suite and select your page >  Settings > Integrations > Leads Access > CRMs and assign Walla Leads as your CRM

Additional Resources

Support: Meta Pixel

Give Walla users the ability to add, edit, save, and send predetermined text copy to clients + leads via inbox  

Why It Matters 

Brand consistency + ease. Snippets allow your studio to write and create text message copy that aligns with your studio brand. Customizable, saved Snippets copy can be instantly added to client text messages, keeping your studio voice and tone consistent, further building member trust in your brand. 

What You Can Do  

Studios/users will be able to write custom Snippets 

• Walla permissions will determine who can create Snippets, but all users will be able to use previously created snippets 

In the inbox, select a scissor icon, and a list of applicable Snippets will appear

• Select save copy, and it will automatically populate the text message

If a Walla user has permission, they will see Snippet Settings 

• Click Snippet Settings to modify or create a new snippet 

• Users will only be able to create Snippets for locations they have access to

Purpose

Give Walla users the ability to track cash flow at their studio  

Why It Matters 

Accuracy and the ability to predict revenue and plan confidently. The Recurring Plan Payments Report empowers you to understand your studio’s current and future cash flow related to unlimited and limited schedule-based recurring plans. Usage-based plans will not be reflected in this report as they don’t have a set payment date. Proactively provide your studio with the numbers you need to establish realistic metrics so you can make more informed decisions!

What You Can Do  

 Located in Walla under Reports > Financials > Recurring Plan Payments, this report allows you to filter by timeframe and see:

• Exact payment dates for clients

• Payment amounts (including tax)

• Plan and plan type 

• Paused amount (if plan is paused)

• Plan end date 

• Payment status 

In the Recurring Plan Payments Report, Walla users can filter the date range by:

• Current month

• Last month

• Next month

• or a custom date range up to 90 days

You can also view recurring plan data by location (active and inactive). Any upcoming payments will also be shown. 

Additional Resources

Purpose

Enable Walla users to generate a link that drives clients to a specific plan 

Why It Matters 

Increase revenue + conversions, more sales and plan purchases! By creating a direct link to a plan at a specific location, you can easily promote, share, and track plan purchases made via your studio communication while eliminating any barriers to buying! 

What You Can Do  

Walla users can specify a location in their direct link plan to drive clients to. If a location is embedded in the link, the client will not be prompted to select a location at the widget checkout. 

• Direct plan links go to a special widget page (which is not accessible via the normal widget plan/pricing page installed on your studio website)

Direct plan links can be created from: 

• Plan Management: Plan Management > Choose specific plan > ... [three dots] > Get Direct Link 

• Widget: Business Settings > Widget and App Settings > Direct Links > Get Direct Link for Plan

In both places, the location field will automatically default to "Let client select location at checkout"

•  Studio locations where the plan is eligible to be purchased at will be listed, too

• If a specific location is embedded in the direct link, the plan purchase will be associated with that location

The direct link functionality works for all types of plans, classes, appointments, intro offers, credit bundles, and VOD-only

• Your studio can hide the package from the widget pricing/plans list but can promote it via a direct link

Why It Matters 

Organic marketing + studio promotion (and upsell opportunities)! What is your best marketing tool? Your teachers/instructors! By enabling studio staff to share their schedule to their social channels, emails, text messages, etc., Walla is helping your staff easily promote your studio without extra budget. That means naturally engaging leads and members, helping you increase conversions because someone they know and trust is promoting your brand!

What You Can Do  

Allow staff members to have a direct link that takes them to the widget and/or app (if a client has the app) 

• Staff profile > Contact Info > top left: “Get Direct Link to Schedule”

• The link will direct staff members to the current week’s schedule of all classes for that specific instructor

Staff member can access their direct link from their profile in Walla by choosing "Get Link" and selecting classes | appointments

• This link can be used on social media, email, or text and should have a short descriptor, like  "Ashley's Schedule"

When a client clicks on the link, they will automatically be able to access only that specific instructor's class or appointment schedule for the current week’s view in the widget or the app 

• If a client has the Walla app or branded app installed, they will be taken to the app (if not, they will be taken to the widget)

Additional Resources  

Loom Video

Why It Matters 

Easily add and sell retail items, access granular product details, and track quantities and what is and isn't in stock across all studio locations (if applicable) so you can see what is moving/popular and what needs to be discounted and discontinued. Save time, eliminate duplicate admin work, instantly review vendor info and product details, and get better, more informed insight into client purchasing trends. 

What You Can Do  

Under Store in the main navigation, select Products to review what products your studio is currently selling. Then, choose + Add New Product > Add a Retail Product. You can also designate whether you want a product tracked in inventory. 

• Retail product item details now include the following: 

  • Supplier/vendor name - once a vendor is entered, it will automatically be saved

  • Color, product category, size (if needed)

  • Barcode (optional) - barcode can be a random number or aligned with barcode order based on your scanner 

  • Wholesale price + retail price 

  • Photo

You can also transfer quantities between studio locations.

• The activity log will show a timeline of retail movement/changes   

Once a retail item is entered into Walla, you can select if you want the product to be: 

• Active and available immediately 

  • Can be instantly sold by staff 

• Track inventory 

  • Set, manage, and track inventory for specific products

As quantities are sold, amounts will increase and decrease automatically under Products. All retail items added can be duplicated once saved, and quantities/details can be changed based on new + additional items.

• For example, you already added and sold purple hot yoga mats from Raine Yoga, but now you have 20 in green. Just easily duplicate and change color and quantity. 

Additional Resources  

Support Content

• Manage Products

• Retail Report
  

Purpose

Removing early bird pricing after a set discounted timeframe only shows clients accurate pricing for an enrollment. 

Why It Matters 

By hiding the early bird discount after the outlined timeline for discount availability, we eliminate any workarounds and client questions and accurately reflect the enrollment price once the early bird promotion is over. Better client experience, no need for confusion or refunds.  

What You Can Do  

Disable early bird pricing for enrollment when the promotional dates have ended.

• Early bird pricing will become hidden and not be able to be purchased

Purpose

Update the title of the Cash/Sales Report to Sales, simplify data, and provide additional insight into the report—and what money is related to payouts! 

Why It Matters 

Eliminate data and reporting confusion between cash and what is actually deposited into your bank account. By renaming the Cash/Sales Report to Sales and clarifying cash, deposited money, and payouts, you can now track and see the exact financials between the Sales and Payout reports. Clear, instant insights that make sense and enable you to make more informed, strategic business decisions (without the manual work)!

What You Can Do  

Under Financials in the Report Center, choose the Sales Report and quickly review updated, correlating data, including two new columns: 

• Tax and associated payout ID (links to corresponding Payout Report)

• Totals to top of reporting table 

Additional Resources

Sales Report Support Article

Purpose

"Exactly" as a timeframe in the Class Plan Status condition enables accurate communication segmentation specific to a period in time. 

Why It Matters 

By utilizing a condition related to an exact timeframe with your studio communication, you can engage and nurture clients with specific details and relevant upsell opportunities and offers. Better, more relatable engagement—and more revenue!  

What You Can Do  

Under the Walla Marketing Suite, within the Class Plan Status condition, choose the exact dates under the Plan Status > Expired/Completed > Exactly and send out communication based on that segmentation and timeframe. 

Purpose

Plan Timeline notes when a plan change has been canceled, including the date, time, and who instigated the cancellation. 

Why It Matters 

Ultimate visibility. Review exactly what individual plan changes have been canceled so you and your staff can stay informed and instantly address client questions about their plans.   

What You Can Do  

Under a client/contacts profile > Active Plans > View Details, staff can select the Actions button to change + edit plans. When the change is made to a plan status, and then that change is canceled, it will be visible under the Plan Timeline (with additional details). 

Purpose

The export of the Active Plans Report enables you to see what individual recurring billing dates are next (if applicable). 

Why It Matters 

Stay on top of active plan billing at your studio so you can proactively mitigate any upcoming payment issues. Easy to access column with personalized details in a single, downloadable place!   

What You Can Do  

Under Plans in the Report Center, choose the Active Plans Report, click the Export icon, and instantly download client data, including the next recurring billing date details. 

Purpose

Studios can access and select an inactive plan in the Payment Options when creating a class and/or appointment. 

Why It Matters 

Eliminate payment confusion and frustration. Plans that are inactive but still can be used at your studio? Some clients who have inherited that plan want to be able to use it on all classes and appointments, especially the new ones added to your schedule! Now, when you add a new class or appointment, inactive plans will become a payment option—a seamless process for both the client and your staff!  

What You Can Do  

Include inactive plans in the Payment Options list with the label "inactive"

• Add an inactive plan to Payment Options under the specific class + appointment 

• Once added, the inactive plan option will be able to be selected as a payment method

Purpose

Studios can access reports and data under the consolidated Report Center in the Walla navigation. 

Why It Matters 

Cleaner dashboard and more streamlined navigation experience. Easily access all studio reporting with one click, helping you save time and elevating your software interactions. 

What You Can Do  

Under Analytics > Report Center, select what report you want to view all in one place! 

• Easily favorite the report(s) you utilize the most for instant access 

  • Those reports will be located under Favorites in the Report Center

Additional Resources

Loom: Report Center

Purpose

Filtering by location on the bookings tab enables studio staff to filter and see upcoming and previous client bookings  

Why It Matters 

With visibility into client booking trends and actions, studio staff can analyze booking behavior and take appropriate action, like proactive communication, share upsell opportunities, etc. 

What You Can Do  

Under Contacts > Bookings, you can see all client bookings
All bookings can be viewed regardless of which location the staff member has access too

Upcoming Bookings 

• Locations filter above the Upcoming Bookings table 

• Filter automatically defaults to the location an individual has access to 

  • Ability to filter by “All” locations and see all bookings associated with every location 

Previous Bookings

• Locations filter above the Previous Bookings table 

• Filter automatically defaults to the location an individual has access to 

  • Ability to filter by “All” locations and see all bookings associated with every location 

Purpose

Separate out class permissions; have greater control over your studio schedule and bookings. 

Why It Matters 

As a studio owner and manager, splitting out and separating class permissions enables ultimate flexibility—and gives you to have guardrails and boundaries around what your staff can (and cannot) do with classes. Consistency meets transparency. 

What You Can Do  

Add, edit, cancel, and delete a class, publish to schedule, and assign an instructor Classes

Add a class name 

• Includes primary details + participant details fields 

Add a class to location 

• Includes all location-based class settings: Details, online booking rules, payment options 

Scheduling a class 

• Includes dates and start time

Additional Resources

Blog: How Walla’s New Permissions Can Keep You In Control of Studio Security and Operations

Purpose

Studio owners, managers, and staff can configure the timeframe / when a booking window closes after class start time. 

Why It Matters 

By having the ability to edit when a booking window closes, the studio has control over when classes can be booked by. Plus, clear client booking boundaries.

What You Can Do  

Your studio can clearly communicate and set time-related class booking and schedule details. 

• Ability to edit the booking window set for a class 

  • Booking window opens prior (days)

  • Booking window closes prior (minutes)

Purpose

Instant email notification when an individual fills out a lead form versus manually searching the Walla Marketing Suite for responses 

Why It Matters 

Save time; eliminate manual admin work; get proactively notified when a lead fills out a lead form. Contact studio prospects in real-time while they are interested—and their interest is hot—increasing the likelihood of a purchase, conversion, engagement (or whatever the goal of the lead form is!).

What You Can Do  

Your studio can more effectively communicate with them by automatically receiving an email that a lead has filled out a lead form. 

A "Business Communication" has been created in Walla that will automatically email the location managers of the studio where the lead form is submitted.   

• All location managers for the business will be notified
  

Additional Resources  

Support Content: Lead Intake Form 

Purpose

Automate how you nurture leads who show interest in your studio and offerings in real-time; eliminate manual work and losing a lead due to a lapse in communication time

Why It Matters 

Nurture and communicate with leads immediately to keep their interest and increase the likelihood of engagement, purchase, conversion—or whatever the goal of the lead form is, such as a retreat interest list, teacher training, etc. By strategically engaging with leads, you can save time, boost revenue, and tailor your content to be more personalized and applicable based on the lead form topic. No leads get lost in the shuffle again!

What You Can Do  

Drive specific, relevant communication, build a Journey based on lead form, and continue to nurture individuals who have an interest in your studio 

• Establish conditions based on the lead form created

• Build an audience based on the desired trigger

• Create + send specific communication that directly ties to lead form type/content

Additional Resources  

Blog: 8 Reasons Why You Need to Nurture Studio Leads Immediately
Loom video: Lead Form Condition

Purpose

Easily send a follow-up email to clients who have not interacted with previous marketing automation. 

Why It Matters 

Increase engagement, boost open + click-through rates, positively impact conversions, keep your studio top of mind, and influence the desired action of the email. 

What You Can Do  

Sometimes, a client doesn't open an email until the second or third time that contact is made; now, you can add an automation to a Journey that sends follow-up communication to the same person so they eventually engage.

• Duplicate email content you want to resend 

• Optimize and edit content (if needed) 

• Set time delay from when the first email was sent 

For example, you send out a Spring Break 10 class pack special email, and there are three engagements: 

1. Not opened: They did not open and/or see your emails—and you want to send a reminder

2. Opened but not clicked: They like your studio enough to want to read your emails

3. Opened and clicked: They must have enough interest + intent to learn more 

By triggering a resend and gauging the level of interest, you can send three different follow-up emails to those clients to drive the action you want with varying content edits. 

Additional Resources  

Blog: How Resending an Email Clients Forgot About Can Boost Open Rates
Support Content:  Lead Form Completed Condition