Getting started

Send your first email sequence

5 min read
A sequence is an automated series of emails, with waits in between, that runs so you do not have to chase every follow-up by hand. Here you will build one, publish it, and enrol your first company.

Before you start

A few things need to be in place before a sequence can send:

  • the Marketing Pack. Without it, Sequences shows a padlock. Add it from Settings → Subscription & billing (see pricing),
  • permission to manage sequences, which the built-in Admin role has,
  • at least one email template, in Documents → Templates, and
  • a connected Microsoft 365 mailbox (Settings → Integrations, then Connect Microsoft 365).

Sequence emails send from the mailbox of each company’s Relationship Owner, so make sure the owners of the companies you enrol have connected theirs.

Open Sequences

In the main sidebar, open Marketing, then Sequences. Click Create Sequence to open the editor.

The Sequences page under Marketing listing three manual sequences: Event follow-up and New enquiry follow-up, both Active, and Quiet account re-engagement, a Draft, with the Create Sequence button top right.

Name your sequence

Give the sequence a clear name at the top (for example Introductory outreach) so you can find it later. The blank canvas is where you lay out your steps.

A new sequence named Introductory outreach in the editor, with the Editor, Enrolments, Settings and Test tabs, and a blank canvas reading Start your sequence with an Add first step button.

Add your steps

Click Add first step and choose Email. In the panel on the right, pick the email Template to send. Leave Send from blank to use the company’s Relationship Owner, or pick a shared mailbox. Send at sets a time of day.

Keep going to build a drip: add a Wait step to pause a few days, then another Email. Other steps include Task, Postal, Wait for reply, Change stage, Notify and Condition, which can branch on whether a link was clicked or someone replied.

Note

A step reading No template - click to configure is not finished. Choose a template for every email step, otherwise the sequence cannot run.
The editor for the published Event follow-up sequence, showing its whole drip of Email, Wait 5 business days, Email, Wait 7 business days, Email and the end marker, with the first Email step selected and its panel open on the right showing the chosen Template, Send from (optional), Send at (optional), Escape branches and Delete step.

Choose how companies are enrolled

Open the Settings tab. Under Trigger, leave None - manual-only to enrol companies yourself, or choose Pipeline stage entered or Form submitted to enrol them automatically.

A sequence with a trigger only enrols automatically. It shows as Trigger-only when you enrol by hand, and cannot be picked.

The Settings tab of a new sequence with the Trigger list open, offering None - manual-only, Pipeline stage entered and Form submitted.

Save and publish

Click Save. New sequences save as a Draft, and a draft cannot enrol anyone. When you are ready, click Publish.

Use the Test tab to try your steps first. Once companies are running through it, the Enrolments tab shows where each one is.

The top of a draft sequence in the editor: the Draft status beside Cancel, Save and Publish, and a notice that the sequence is a draft and must be published before any company can be enrolled.

Enrol a company

Open a company, click Quick Actions, then Enrol in sequence. Pick your published sequence under Manually startable, then choose Start from the beginning. Drafts are listed too, but cannot be picked until they are published. You can also attach the sequence to a campaign to enrol its companies.

The Enrol in sequence dialog opened from a company, listing the published Event follow-up and New enquiry follow-up under Manually startable, and the Quiet account re-engagement draft greyed out under Drafts.

Who receives your emails

Companies marked Do-Not-Contact cannot be enrolled, and recipients who have unsubscribed or are marked do-not-email are skipped. Every email carries an unsubscribe link. If the Relationship Owner has no connected mailbox, that step pauses and raises a follow-up so you can fix it.