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What are Sequences?

Sequences are automated follow-up emails that are sent based on time delays and conditions. A typical sequence might look like:
1

Email 1 (Day 0)

Initial outreach email
2

Email 2 (Day 3)

First follow-up if no reply
3

Email 3 (Day 7)

Second follow-up if no reply
4

Email 4 (Day 14)

Final follow-up

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Sequence Structure

Each sequence has:
  • Sequence Number: 1, 2, 3, etc.
  • Subject Line: Email subject (can use variables)
  • Email Body: Message content (supports HTML and plain text)
  • Delay: Days to wait before sending
  • Conditions: When to send (optional)

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Example Sequence

{
  "seq_number": 1,
  "subject": "Quick question about {{company_name}}",
  "email_body": "Hi {{first_name}},\n\nI noticed {{company_name}} is in the {{industry}} space...",
  "seq_delay_details": {
    "delay_in_days": 0
  }
}

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Personalization Variables

Use these in subject and body:

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Standard Fields

  • {{first_name}} - Lead’s first name
  • {{last_name}} - Lead’s last name
  • {{email}} - Lead’s email
  • {{company_name}} - Company name
  • {{website}} - Company website
  • {{location}} - Lead’s location

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Custom Fields

Any custom field you add:
  • {{job_title}}
  • {{industry}}
  • {{company_size}}
  • {{pain_point}}
  • Any other custom field

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Usage Example

Subject: {{first_name}}, question about {{company_name}}'s {{industry}} strategy

Hi {{first_name}},

I noticed {{company_name}} is based in {{location}} and works in the {{industry}} space.

As a {{job_title}}, you might be interested in...

Best regards,
Your Name

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Sequence Delays

Configure delays between emails: 
{
  "seq_delay_details": {
    "delay_in_days": 3
  }
}
Recommended Delays:
  • Email 1 → Email 2: 2-4 days
  • Email 2 → Email 3: 3-5 days
  • Email 3 → Email 4: 5-7 days
  • Email 4 → Email 5: 7-14 days

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Sequence Variants (A/B Testing)

Test multiple versions of the same sequence: 
{
  "seq_number": 1,
  "seq_variants": [
    {
      "variant_id": "A",
      "subject": "Quick question",
      "email_body": "Version A...",
      "distribution": 50
    },
    {
      "variant_id": "B",
      "subject": "Thoughts on your process?",
      "email_body": "Version B...",
      "distribution": 50
    }
  ]
}

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Stop Conditions

Configure when to stop sending:
  • Reply to Email: Stop on any reply (recommended)
  • Email Opened: Stop after they open
  • Link Clicked: Stop after click
  • Never: Send full sequence regardless

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Best Practices

First email: 50-125 words for best response rates
Lead with value, not your product. What’s in it for them?
One clear call-to-action per email
A/B test subject lines and messaging
Don’t be too aggressive - 3-5 days between emails

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Sequence Types

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1. Standard Sequence

Email 1: Initial outreach
Email 2: Value add / case study
Email 3: Different angle
Email 4: Permission to close

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2. Value Sequence

Email 1: Free resource offer
Email 2: Additional resources
Email 3: Soft pitch
Email 4: Hard pitch

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3. Problem-Solution

Email 1: Identify problem
Email 2: Your solution
Email 3: Case study / proof
Email 4: Call to action