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Sequences are automated multi-step campaigns that help you reach out to prospects at scale. Set up a series of emails, LinkedIn messages, or other touchpoints, and the system sends them automatically over time.

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What Are Sequences?

A sequence is a series of messages sent to contacts over time. For example: Day 1: Send introduction email Day 3: Follow up if no reply Day 7: Send case study Day 10: Final follow-up Instead of manually sending each message, you add people to the sequence and it runs automatically.

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Creating Your First Sequence

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Step 1: Start a New Sequence

  1. Select your company from the sidebar
  2. Click Sequences
  3. Click Create Sequence (or the + button)
  4. Choose how to create it:
    • Manual: Build it yourself step-by-step
    • AI Generated: Describe your goal and let AI create it

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Step 2: Name Your Sequence

Give it a clear name like:
  • “New Lead Follow-up”
  • “Demo Request - No Show”
  • “Customer Onboarding”

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Step 3: Add Steps

  1. Click Add Step
  2. Choose a step type (see the full list below) — email, LinkedIn, SMS, voice, an AI agent, or an automation step
  3. Configure the step (write your message, set timing)
  4. Repeat to add more steps

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Step 4: Save Your Sequence

Click Save when you’re done adding steps.

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Understanding Step Types

Sequences support many step types. Each step also has a wait time that controls how long after the previous step it runs.

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Messaging Steps

  • Email — Send an email from your connected inbox (subject + body)
  • SMS — Send a text message (requires an SMS integration)
  • Voice Message — Drop a voicemail or send a voice message (requires a voice integration)
Example email:

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LinkedIn Steps

  • LinkedIn Message — Send a direct message to a connection
  • LinkedIn Connection Request — Send a connection request with a note
  • LinkedIn Profile Visit — Visit their profile (they’ll see you viewed them)
Note: LinkedIn steps require a connected LinkedIn account and have daily limits.

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AI Agent Steps

  • Agent Conversation — Kick off an AI-driven conversation with the contact
  • Auto Agent Loop — Let an autonomous agent handle follow-ups across channels for a set number of steps

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Automation & Integration Steps

  • Browser Task — Run an automated web task per member (requires a browser session)
  • HTTP Request — Call an external API or webhook
  • Add to List — Add the member to a Smart List
  • Add to Sequence — Move the member into another sequence
  • Add to Prosp / HeyReach / Salesforge Campaign — Push the member to a connected outreach platform
  • Thanks.io Direct Mail — Send a physical mail piece (requires the Thanks.io integration)
  • Add to Meta Ads Audience — Add the member to a Meta Ads audience
Steps that need an integration are shown with the integration they require. Connect it under Integrations first.

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Wait Steps

Every step has a wait time that controls the pacing between touches:
  • Wait 2 days before the next email
  • Wait 1 week for the final follow-up
Good timing matters — don’t overwhelm people with too many messages too fast.

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Using Variables (Personalization)

Make your messages feel personal with variables: Example:

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Adding People to a Sequence

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From a Smart List

  1. Go to your Smart List
  2. Select the contacts you want to add
  3. Click Actions → Add to Sequence
  4. Choose your sequence
  5. Map the list columns to sequence variables
  6. Confirm

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Importing Directly

  1. Open your sequence
  2. Click Add Members or Import
  3. Upload a CSV file or paste data
  4. Map columns to fields
  5. Import

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One at a Time

  1. Open your sequence
  2. Click Add Member
  3. Fill in their details
  4. Add

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Managing Sequence Members

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Viewing Members

  1. Open your sequence
  2. Click Members or the members count
  3. See everyone in the sequence and their progress

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Member Status

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Pausing or Removing Someone

  1. Find them in the members list
  2. Click on their row or the action menu
  3. Choose Pause or Remove

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Turning Sequences On and Off

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Enabling a Sequence

  1. Open the sequence
  2. Find the Active toggle
  3. Turn it on
The sequence will now automatically send messages to members.

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Disabling a Sequence

  1. Open the sequence
  2. Turn off the Active toggle
All scheduled sends are paused. Turn it back on to resume.

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Tracking Performance

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Viewing Metrics

  1. Open your sequence
  2. Click Metrics or look for the analytics section

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Key Metrics

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Open Rate Benchmarks

  • Great: 30%+
  • Good: 20-30%
  • Needs work: Under 20%
If rates are low, try:
  • Better subject lines
  • More personalization
  • Different send times
  • Cleaning your list

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A/B Testing

Test different versions of a step to see what performs best:
  1. On an email step, enable A/B Test
  2. Add two or more variants (for example, different subject lines or openers)
  3. The sequence rotates the variants across members
  4. Compare variant performance (opens, clicks, replies) in the metrics view
Use the winning variant to improve your other steps and future sequences.

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Approving Messages

If your sequence uses AI-personalized content, you can require review before anything sends:
  1. Open the sequence and look for the approvals view (or turn on Auto Approve to skip review)
  2. Review each pending message
  3. Click Approve to send or Reject to cancel
Why approvals? To make sure AI-personalized messages are appropriate before they go out.

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Managing Replies

When someone replies to your sequence:

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Automatic Handling

By default, replies automatically pause that person in the sequence (so they don’t get more automated messages).

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Viewing Replies

  1. Go to Sequences or check your Inbox
  2. Look for replied members
  3. Read their responses and reply personally

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Reply Management

  1. Click Reply Management in your sequence
  2. See all replies in one place
  3. Categorize as positive, negative, or neutral
  4. Respond as needed

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Sender Profiles

Control who emails come from:
  1. Click Sender Profiles in sequences
  2. Add or select a profile:
    • Name: How you appear to recipients
    • Email: The sending address
    • Signature: Your email signature
Tip: Use a real person’s name, not “Sales Team” - personal emails get more responses.

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Tips for Better Sequences

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1. Keep It Short

3-5 steps is usually enough. More than that feels spammy.

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2. Provide Value

Each message should offer something useful, not just ask for something.

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3. Space Out Your Steps

Give people time to respond:
  • First follow-up: 2-3 days
  • Second follow-up: 4-5 days
  • Final follow-up: 7+ days

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4. Write Like a Human

Avoid corporate speak. Write like you’re emailing a colleague.

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5. Test Before Sending

Send test emails to yourself to check:
  • Variables fill in correctly
  • Links work
  • Formatting looks good

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Frequently Asked Questions

Q: How many people can I add to a sequence? A: This depends on your inbox limits and daily sending caps. Start with small batches. Q: What happens if someone unsubscribes? A: They’re automatically removed from the sequence and won’t receive more messages. Q: Can I edit a sequence while it’s running? A: Yes, but changes only affect future sends, not messages already scheduled. Q: Why did someone stop receiving messages? A: They may have replied, bounced, unsubscribed, or completed all steps. Q: Can I run multiple sequences at once? A: Yes, but be careful not to add the same person to multiple sequences simultaneously.

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Next Steps