A sequence is a scheduled series of messages sent to a contact until they reply, click, or complete a goal. Steps are typically spaced days apart and stop automatically on reply.
What good looks like#
- Done: Plan 3 to 5 steps over 2 to 3 weeks; diminishing returns set in after step 5.
- Done: Give each step a distinct angle rather than 'just bumping this'.
- Done: Stop the sequence automatically on reply, bounce, or unsubscribe.
- Done: Thread follow-ups as replies for context, but vary subject lines when starting new angles.
- Done: Review reply sentiment weekly and adjust.
What bad looks like#
- Seen in audits: Continuing after a negative reply.
- Seen in audits: Identical cadence for every contact regardless of engagement.
How to move from bad to good#
Work through the good list in order and re-verify after each change. Most teams find one or two items from the bad list already present; fixing those usually produces the largest improvement.
Frequently asked questions#
How many follow-ups should a cold sequence have?
Three to five. Most positive replies come by step three; beyond five, complaints rise.