Sequence Strategies

A sequence strategy is a pre-defined outreach cadence that determines how and when your leads are contacted. Strategies combine multiple channels (email, LinkedIn) with strategic wait periods to maximize engagement.

Sequence strategy selector showing Omnichannel Engagement, Email Automation, and Social Selling Focus options with channel icons

What is a Sequence Strategy?

Think of a sequence strategy as your outreach playbook. It defines:

  • Which channels to use (email, LinkedIn, or both)
  • What actions to take (send email, connection request, message)
  • When to take each action (immediate, after waiting)
  • What happens if conditions are met (lead replies, doesn't reply)

Anatomy of a Sequence

Every sequence is made up of building blocks:

Actions

Outreach steps like sending an email or LinkedIn connection request.

Wait Periods

Time gaps between actions (e.g., "wait 3 days").

Conditions

Rules that determine what happens next (e.g., "if no reply").

Example Sequence: "Email + LinkedIn"

Here's what a typical multi-channel sequence looks like:

Day 0: Send personalized email
        ↓
Day 3: Wait 3 days
        ↓
Day 3: Send LinkedIn connection request
        ↓
Day 6: Wait 3 days
        ↓
Day 6: If no reply → Send follow-up email
        ↓
Day 10: Wait 4 days
        ↓
Day 10: If no reply → Send final email

Available Channels

Email

Email outreach includes:

ActionDescription
New EmailOpens a new conversation thread
Follow-up EmailContinues an existing thread (same subject line)
Reply EmailResponds to a lead who replied

Best for:

  • Detailed messages with context
  • Sharing links or resources
  • Professional first touch

LinkedIn

LinkedIn outreach includes:

ActionDescription
Connection RequestSend a connection request with a personalized note
Direct MessageMessage a 1st-degree connection
InMailMessage anyone (requires Sales Navigator)

Best for:

  • Building professional relationships
  • Reaching leads with hard-to-find emails
  • Adding a personal touch

LinkedIn connection request messages are limited to 300 characters. Keep them concise!

How Sequences Execute

When a lead is enrolled in your campaign, their sequence begins:

Sequence Stops When

The sequence stops automatically when:

  • Lead replies: Sequence pauses so you can respond personally
  • Sequence completes: All steps have been executed
  • Lead is paused: You manually pause the lead
  • Error occurs: A step fails (e.g., email bounces)

Wait Periods

Wait periods create natural spacing between touchpoints:

Wait PeriodUse Case
1-2 daysQuick follow-ups, urgent campaigns
3-5 daysStandard spacing, gives lead time to respond
7+ daysFinal touches, avoiding spam perception

Best practice: Start with 3-day waits and adjust based on your audience's typical response time.

Conditions (Branching Logic)

Conditions allow your sequence to adapt based on lead behavior:

Common Conditions

ConditionWhat It Checks
No ReplyLead hasn't responded to any previous message
Email OpenedLead opened a previous email
Link ClickedLead clicked a link in your email
Connected on LinkedInLead accepted your connection request

Example Conditional Flow

Send Email
    ↓
Wait 3 days
    ↓
IF email was opened but no reply:
    → Send follow-up with different angle
ELSE IF email wasn't opened:
    → Try LinkedIn connection request

Choosing the Right Strategy

For Cold Outreach

Recommended: Multi-channel (Email + LinkedIn)

  • Start with email for detailed context
  • Follow with LinkedIn for personal touch
  • Multiple touchpoints increase response rates

For Warm Leads

Recommended: Focused email sequence

  • Fewer steps needed
  • Reference your existing connection
  • Direct call-to-action

For Hard-to-Reach Executives

Recommended: LinkedIn-first

  • LinkedIn messages often get more attention from senior leaders
  • Follow up with email if they connect
  • Keep messages concise and value-focused

Personalization in Sequences

Each step in your sequence is personalized by the AI:

  • Icebreakers: Opening lines reference recent news or achievements
  • Company Context: Messages mention relevant company details
  • Role Relevance: Content is tailored to their specific responsibilities
  • Continuity: Follow-ups reference previous messages naturally

Your messaging guidance applies to all steps, ensuring consistent tone and talking points throughout.

Strategy Settings

Sequences include configuration options:

SettingDescription
Working HoursOnly send during business hours
Manual ApprovalReview messages before they send
On FailureWhat to do if a step fails (skip or retry)

Best Practices

Multi-Channel Works

Sequences using both email and LinkedIn typically see higher response rates.

Respect Timing

Space touchpoints appropriately—too frequent feels spammy, too sparse loses momentum.

Limit Total Touches

5-7 total touchpoints is usually sufficient. More can feel aggressive.

Have a Strong CTA

Every message should make it easy for the lead to take the next step.

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