Sequence

What is a Sequence?

A sequence (also called a cadence or drip campaign) is a pre-planned series of touchpoints—emails, calls, LinkedIn messages, and other communications—sent to prospects over a defined period.

Sequences automate follow-up, ensuring no prospect falls through the cracks while maintaining personalized, multi-channel engagement. Each step in a sequence is triggered by time or prospect behavior.

Example Sequence:

• Day 1: Email #1 (value-focused)
• Day 3: Email #2 (case study)
• Day 5: Call attempt
• Day 7: LinkedIn connection request
• Day 10: Email #3 (breakup/alternative angle)

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Why Sequences Matter

Consistency:
75% of qualified leads aren't ready to buy immediately. Sequences maintain consistent contact without relying on individual rep discipline.

Efficiency:
Instead of remembering to follow up with 100+ prospects, reps set up sequences once and let automation handle execution.

Multi-Touch Strategy:
It takes 8-12 touchpoints to reach decision-makers. Sequences make this scalable without overwhelming manual effort.

Response Rates:
Sequences with 5-7 steps see 2x higher response rates compared to single-email outreach.

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Types of Sequences

1. Outbound Sequences

Cold Prospecting:

• Target: New prospects matching ICP
• Goal: Book initial meeting
• Length: 7-14 touches over 3-4 weeks
• Channels: Email, phone, LinkedIn, social

Trigger-Based:

• Target: Prospects showing buying signals (hiring, funding, news)
• Goal: Connect while opportunity is timely
• Length: 5-8 touches over 2 weeks
• Personalization: High (reference specific trigger event)

2. Inbound Sequences

Lead Nurture:

• Target: Leads who downloaded content or requested info
• Goal: Educate and advance to sales conversation
• Length: 5-7 touches over 2 weeks
• Focus: Educational content, case studies

Demo No-Show:

• Target: Prospects who booked but missed meetings
• Goal: Reschedule and maintain momentum
• Length: 3-5 touches over 1 week
• Tone: Helpful, understanding

3. Opportunity Sequences

Post-Demo Follow-Up:

• Target: Prospects after initial presentation
• Goal: Advance to next stage or proposal
• Length: 5-8 touches over 3 weeks
• Content: ROI analysis, case studies, trial offers

Stalled Deal Recovery:

• Target: Opportunities gone cold
• Goal: Re-engage and revive conversation
• Length: 3-5 touches
• Approach: New value angle, check-in, alternatives

4. Customer Sequences

Onboarding:

• Target: New customers
• Goal: Successful implementation and activation
• Length: Ongoing during onboarding period

Expansion/Upsell:

• Target: Existing customers with expansion potential
• Goal: Identify and close additional revenue

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Building Effective Sequences

1. Define Your Objective

Clarify the Goal:

• Book a meeting
• Get a demo signup
• Revive stalled opportunity
• Cross-sell additional product

Your goal determines sequence length, tone, and call-to-action.

2. Choose Your Channels

Channel Mix Options:

• Email-only: Simplest, lowest cost
• Email + phone: Higher response, more resource intensive
• Multi-channel: Email, phone, LinkedIn, direct mail, video

Best Practice:
Use at least 2 channels for better response rates. Video and direct mail show strong ROI for high-value targets.

3. Plan Your Timing

Effective Cadences:

• Aggressive: Daily touches for 3-5 days
• Standard: Touches every 2-3 days for 3-4 weeks
• Long nurture: Weekly touches for 6-8 weeks

Timing Best Practices:

• Space emails 2-3 days apart
• Call within 1 hour of email open
• Alternate channels to avoid fatigue
• End with clear "breakup" message

4. Craft Compelling Content

Email Subject Lines:

• Keep under 50 characters
• Reference specific value or pain point
• Avoid salesy language ("amazing opportunity")
• Test variations for performance

Message Content:

• Lead with value, not features
• Include social proof
• Keep emails under 150 words
• One clear call-to-action per email
• Personalize beyond just name

5. Set Trigger Rules

Conditional Branching:

• If email opened → send follow-up in 2 days
• If no response → add phone call
• If replied → remove from sequence, rep takes over
• If link clicked → send relevant case study

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2024 Sequence Best Practices

Personalization at Scale

Tiered Approach:

• Tier 1 (Enterprise): Highly personalized, video intros, research-heavy
• Tier 2 (Mid-market): Moderate personalization, some research
• Tier 3 (SMB): Template-based with basic personalization

AI-Enhanced Sequences

2024 Capabilities:

• AI-generated personalized first lines
• Automated research integration
• Optimal send time prediction
• Content optimization based on engagement

Compliance Considerations

GDPR/CAN-SPAM:

• Clear unsubscribe option in every email
• Physical mailing address included
• Accurate sender identification
• Honor opt-outs immediately

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Measuring Sequence Performance

Key Metrics

Metric	Description	Good Benchmark
Open Rate	Emails opened / sent	25-40%
Reply Rate	Replies / emails sent	5-15%
Meeting Rate	Meetings booked / touched	1-3%
Unsubscribe Rate	Opt-outs / sent	<1%
Spam Complaints	Spam reports / sent	<0.1%

Optimization Process

1. Launch sequence with initial design
2. Track metrics for 100+ prospects
3. Identify weak steps (low open, high drop-off)
4. Test variations (subject lines, timing, content)
5. Iterate and improve continuously

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Common Sequence Mistakes

1. Too many emails – More than 8-10 touches creates fatigue
2. Spacing too close – Daily emails feel spammy
3. Generic content – Template-only outreach underperforms
4. No breakup step – Leaving prospects in permanent sequence is annoying
5. Ignoring replies – Failing to remove responders from automation
6. Single-channel reliance – Email-only sees lower response rates
7. Not testing – Launching without A/B testing variations

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Key Takeaways

• Sequences automate multi-touch follow-up across email, phone, and social channels
• Key types: outbound prospecting, inbound nurture, opportunity follow-up, customer sequences
• Effective sequences: 5-8 touches over 2-4 weeks with 2+ channels
• Personalize based on tier (enterprise, mid-market, SMB)
• Track open rate, reply rate, meeting booking, unsubscribe rate
• Use conditional branching based on prospect behavior
• Always include breakup step and honor opt-outs
• Test and optimize continuously for better performance