Sequence

Most replies to outbound do not come from the first email. A sequence plans the whole conversation in advance: the first message, the follow-ups, the gaps between them, and sometimes other channels such as a LinkedIn note or a call task. Each step should add something, such as a different angle, a useful example or a simpler question, rather than repeating "just bumping this up".

The key rule of a sequence is that it stops. A reply of any kind, an unsubscribe, a bounce or a meeting booked ends it for that person, and usually for their colleagues at the same company too. Sequences are configured in sales engagement platforms, which also spread the sends across mailboxes and days. Long sequences raise complaint rates and annoy people who are simply not interested; a short sequence to a well-chosen list usually beats a long one to a broad list.

• In Outlevo: Sending, follow-ups and the mailboxes your plan includes use no credits.