Email Sequences

What are Sequences?

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

Email 1 (Day 0)

Initial outreach email

Email 2 (Day 3)

First follow-up if no reply

Email 3 (Day 7)

Second follow-up if no reply

Email 4 (Day 14)

Final follow-up

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)

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
  }
}

Personalization Variables

Use these in subject and body:

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

Custom Fields

Any custom field you add:

{{job_title}}
{{industry}}
{{company_size}}
{{pain_point}}
Any other custom field

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

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

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
    }
  ]
}

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

Best Practices

Keep It Short

First email: 50-125 words for best response rates

Value First

Lead with value, not your product. What’s in it for them?

Clear CTA

One clear call-to-action per email

Test Variants

A/B test subject lines and messaging

Space Out Follow-ups

Don’t be too aggressive - 3-5 days between emails

Sequence Types

1. Standard Sequence

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

2. Value Sequence

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

3. Problem-Solution

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

Get Started

Core Concepts

Guides

What are Sequences?

Sequence Structure

Example Sequence

Personalization Variables

Standard Fields

Custom Fields

Usage Example

Sequence Delays

Sequence Variants (A/B Testing)

Stop Conditions

Best Practices

Sequence Types

1. Standard Sequence

2. Value Sequence

3. Problem-Solution

​What are Sequences?

​Sequence Structure

​Example Sequence

​Personalization Variables

​Standard Fields

​Custom Fields

​Usage Example

​Sequence Delays

​Sequence Variants (A/B Testing)

​Stop Conditions

​Best Practices

​Sequence Types

​1. Standard Sequence

​2. Value Sequence

​3. Problem-Solution

​Related Endpoints

What are Sequences?

Sequence Structure

Example Sequence

Personalization Variables

Standard Fields

Custom Fields

Usage Example

Sequence Delays

Sequence Variants (A/B Testing)

Stop Conditions

Best Practices

Sequence Types

1. Standard Sequence

2. Value Sequence

3. Problem-Solution

Related Endpoints