Sequences
Sequence categorisation
1. Create and manage sequence
Sequences are automated, multi-step outreach campaigns that combine emails and manual tasks to nurture relationships at scale. You can control the exact timing between steps, define automatic exit criteria based on engagement, and use AI to draft and optimize your content and tone to engage better.
How to create a sequence?
To start a new sequence, navigate to the Sequences tab in the left navigation bar and select Create Sequence. You can choose to start from a pre-made template or build one from scratch.
How do I automate enrollment?
Auto-enrollment triggers allow you to enter contacts into a sequence based on CRM data. You can apply any combination of filters to automate this process.
- Example: Set a trigger where
Employee Sizeis less than500. - Example: Set a trigger for
Job TitlecontainsDirectorandIndustryisSoftware.
How to add recipients manually?
For one-off additions, navigate to a Contact Record. For bulk enrollment, go to the Contacts Object or List, select the contacts, and click the Enroll in Sequence button.
You can also enroll and manage recipients to the sequence from the recipients tab.
Using the sequence editor
The editor is where you build your outreach steps and craft your messaging.
1. Drafting Your Content
- Write with AI: Use the AI assistant (sparkle icon) to generate drafts from scratch. Type a prompt like "Write a friendly follow-up," then highlight the text to adjust the tone to Professional or Casual.
- Dynamic Email: Use AI to personalize each email's content based on your specific instructions. This hybrid approach combines your guidance with AI execution to ensure every email feels tailor-made for the recipient.
2. Configure email
Delivery window
You can specify the exact time to deliver the email. This improves the open rate and chances of engagement.
Email Variants & A/B Testing
To find the most effective message, you can + Add A/B test to any email step. This allows you to test different subject lines or body to see what resonates best with your audience.
Distribution Method
You can choose between the following methods:
Round-robin- Each variant gets an equal number of sends. You can track performance in analytics.
Weighted distribution- The number of sends each variant gets depends on its assigned weight. You can track performance in analytics.
Performance-based- Identifies the best performing variant and sends more of it. You have to specify the metric and learning period from which the best performer can be identified.
Adding steps and tasks
- Add a step: Click the (+) icon below any existing step to insert a new automated email or manual task.
- Manual Tasks: When adding a task (like a phone call or LinkedIn touchpoint), you can toggle Pause sequence if the task is not completed. This ensures the next automated email only sends after you’ve finished the manual step.
- Wait time: In the node connecting the two steps, specify the duration after which the step should be executed.
How do I add or delete a step?
Click the trash icon in the top-right corner of the step configuration panel. A confirmation prompt will appear to ensure you want to permanently erase all values in that step.
Editing an active sequence
Active sequences can be edited at any time. If you update the email content of an active sequence, all currently enrolled contacts who have not yet reached that step will receive the updated version.
How to pause or exit a recipient from a sequence?
In the Recipients tab, you can view all active contacts. To stop outreach for a specific person, you can manually Pause or Exit them from the sequence.
2. Sequence Settings
The Settings tab allows you to define exactly how your sequence behaves and when your emails are delivered.
Sending and Delivery Info
- Sender details: Specify the user whose name and email should be used to dispatch the email. Select the reply to email that must receive responses.
- Delivery window: Set specific start and end times (e.g., 09:00 to 17:00) and choose the appropriate time zone to deliver the email.
- Enable the toggle to Send email only in business days to ensure outreach lands during the work week.
- Email Tracking:
- Track email opens: Monitor when recipients open your emails.
- Track link clicks: Monitor when recipients click links within emails.
- Thread emails: Keep emails within the same conversation thread.
- Include email signature: Automatically add your signature to all outgoing sequence emails.
Exit Conditions
- Exit on reply: Stop the sequence immediately when a contact replies to any email.
- Exit on meeting booked: Stop steps once a meeting is scheduled.
- Exit on unsubscribe: Automatically remove contacts who choose to opt-out.
- Exit on bounce: Stop the sequence if an email address bounces.
Notifications
- Notify on reply: Get an alert when a contact replies.
- Notify on open/click: Receive notifications when a recipient interacts with your email.
- Notify on bounce: Be alerted if an email fails to deliver.
3. Sequence analytics
Once your sequence is Published, use the Analytics tab to track performance at a glance:
The Overview tab contains the following sections and points:
- Contacts enrolled: The aggregate number of prospects added to the sequence.
- Active contacts: The contacts currently moving through the sequence steps.
- Open rate: The percentage of prospects who opened the sequence emails.
- Click rate: The percentage of prospects who clicked a link within the emails.
- Reply rate: The percentage of prospects who sent a direct response.
Engagement over time: A line graph that tracks engagement trends for clicks, opens, and replies over a specific date range.
Engagement by steps: A bar chart providing detailed metrics (Clicked, Opened, Replied, Sent) for each individual sequence step.
Drop off across steps: A visualization of the drop-off analysis at each step, showing the percentage of records that successfully complete the sequence.
The Variants tab contains the following sections and points:
- Variant performance comparison: A data-driven view that pits different versions (e.g., Variant A vs. Variant B) against each other to track their relative success.
- Engagement by variant: A bar chart that drills down on the engagement metrics of each variant.
- Click Rate: The percentage of prospects who clicked a link in each variant.
- Open Rate: The percentage of recipients who opened each version, helping you identify the most effective subject lines.
- Reply Rate: The percentage of direct responses generated by each version.
The Engagement Tab contains the following sections and points:
This tab monitors the technical side of your outreach to ensure your messages actually reach the inbox.
- Bounce Rate: Tracks "hard" (invalid address) and "soft" (temporary issue) delivery failures. High rates can damage your sender reputation.
- Spam Complaint Rate: Shows how many recipients marked your message as spam. This is a critical metric for maintaining domain health.
- Inbox Placement: Specialized tools may show if your emails are landing in the primary inbox or being filtered into the "Promotions" or "Spam" tabs.
The Deliverability tab covers the following sections and charts:
Delivery status: An open pie chart visualizes the percentage of delivered, hard-bounced, and soft-bounced emails against the total emails sent.
Bounce analysis: A horizontal bar chart that explores the possible reasons for email bounce.
Reputation score: Shows your overall sender reputation, with a clear breakdown of spam risk, domain health, and IP standing so you know what’s helping (or hurting) deliverability.
Share the sequence
You can share published sequences with other users or teams with different access-levels to invite collaboration.
Admin Settings
In the administrative console, admins can configure how sequence enrollment works across the workspace.
You can enable or disable manual and automatic enrollment, and choose whether these options are available to all users or restricted to specific teams.
This ensures outreach is controlled, consistent, and aligned with your team structure.