Writing email sequences
Learn how to write compelling email sequences with multiple steps and follow-ups that nurture leads until they respond.
What is an Email Sequence?
An email sequence is a series of emails sent automatically to your leads over time. The first email is your initial outreach, followed by automated follow-ups if the lead doesn't respond.
Typical Sequence Structure:
Initial Email
Your main pitch or value proposition
Follow-up #1
Sent 3-4 days later if no reply
Follow-up #2
Sent 3-4 days after the first follow-up
Break-up Email
Final attempt, creates urgency
Creating Sequence Steps
Go to the Sequences tab
Open your campaign and click on the Sequences tab to access the email editor.
Write your first email
Click on Step 1 and compose your initial email. Include a subject line and body text.
Quick question about {{companyName}}
Hi {{firstName}}, I noticed {{companyName}} is growing fast - congrats! We help companies like yours [your value prop]. Would you be open to a quick chat this week? Best, [Your name]
Add follow-up steps
Click Add Step to create follow-up emails. Set the number of days to wait between each step.
Tip: Follow-ups don't need a new subject line. They'll appear in the same email thread, making them feel like natural follow-ups rather than new cold emails.
Set wait times
For each follow-up step, set the number of days to wait after the previous email before sending.
Follow-up Best Practices
Keep them short
Follow-ups should be 2-3 sentences max. Reference your previous email and add new value or a different angle.
Add new value
Don't just say "following up." Share a case study, new insight, or relevant news about their company.
Use 3-5 steps
Most responses come from follow-ups. 3-5 total emails is the sweet spot for most campaigns.
End with a break-up
Your final email should create urgency. "Should I close your file?" often gets last-minute responses.
Automatic Stop on Reply
When a lead replies to any email in your sequence, all future emails are automatically cancelled. You don't need to worry about sending follow-ups to people who've already responded.
Next Steps
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