Sequences replicate manual sales processes and automates the right touch points, at the right time, so sales reps never forget to follow up and always get looped in when it's time to take action.
This article will focus on the process of creating a new Sequence from start-to-finish.
- Connect at least one (1) mailbox
- Imported Prospects (Contact List via CSV, CRM List, etc).
Important notes and recommendations:
- The ability to create and edit sequences will vary based on user permissions. If you don't see a specific sequence in the Sequence Manager, it's most likely due to a lack of access permission or a sequence may be set to Private instead of Shared. Please check with the account owner for more information about your user role and access.
- Sequences are built using individual action steps to mirror a sales process flow. Sequences can contain as many steps as necessary to create the appropriate sales process, but we recommend at least 8 steps to maximize the reach and response.
- Leadfwd best practices strongly discourage editing sequences that have actively enrolled and touched contacts. This can easily lead to unintended consequences when the timeline of actions abruptly changes. It's recommended that you pause the Sequence, clone it and then make adjustments to the new version.
- We strongly recommend that you set a daily limit for new enrollments. The daily limit will restrict the volume of new contacts that start 'Working' in a Sequence. Without a daily limit you can easily overload a Sequence with too many contacts, which can cause delays for follow up steps. Mailboxes can reach their daily sending limit before follow up email steps are processed. When those limits are reached, contacts will be moved to a pending status until the mailbox(es) daily sending limit resets. With a daily enrollment limit enabled, a Sequence will only move a specific number of contacts into a 'Working' status. When properly set, this throttling will allow sending resources to be proportionally shared with follow up email, instead of the first email step consuming all of the available sending capacity.
Get started with Sequences
- Create a new Sequence
- Clone an existing Sequence
- Sequence Configuration
- Build your Sequence
- Add Multi-touch Steps
- Set a Sequence Schedule
- Timed Delays / Pauses
- Enroll Contacts
Create a new Sequence
From the Sequence Manager, click the Add Sequence button in the top right.
Clone an existing Sequence
From the Sequence Manager, scroll to the existing sequence that you wish to clone and click the clone button from the Manage column.
Step 1. Define your Sequence configuration
Each sequence can contain unique rules and settings to define how your sequence will function.
|Input a name to identify your Sequence
Organize your Sequences based on the specific purpose:
Default options include:
Custom 'Purpose' values can be created and added to the platform by the account owner. Learn more
An email thread is a single email conversation that starts with an original email, (the beginning of the conversation), and includes all of the subsequent replies and forwards pertaining to that original email.
When Thread Emails to Email #1 is enabled, all subsequent email steps will be included in the first/original email string automatically.
Specify if your Sequence should be accessed only by you, the creator, or shared with your team. Sharing your Sequence enables other users to enroll contracts and edit the sequence. Private keeps it off-limits to everyone except the account owner and you.
When a contact replies (email)
If a reply is detected what would you like to happen to the prospect that replied?
When a Not Interested or Negative reply is detected
If a Not Interested or negative reply is detected, you can rely on our AI NLP framework to take action:
When a contact replies via SMS
Reply detection for SMS outreach allows you to end sequences if a reply is received on an SMS channel.
SMS replies cannot be related back to an original Sequence like an email reply. So ending a sequence in this context will end all sequences that a contact is actively enrolled in (in case of multiple).
If a contact opts-out:
If a send email step in a sequence has the unsubscribe (opt-out link) option enabled and a contact submits a request to opt-out, the following options are available:
Set to unsubscribed: If the option to End Sequence and set status to unsubscribed is selected there will be two (2) additional options to select with it. These options include:
If a contact's record status is changed to 'unsubscribed', then all outbound activity will be restricted for that contact. They will no longer be eligible for workflows, sequences, email campaigns, lead scoring or CRM updates.
This setting controls sender assignment for Send Email steps within your Sequence.
If you select Smart sender rotation an additional selection view will be displayed to select the specific mailboxes that will be used to split/rotate your email sends and recipients.
Maximum Daily Enrollments
This setting will allow you to set a limit for the number of contacts that can be moved from an Enrolled to a Working status (triggering Step 1 for those contacts).
Restricting the inbound feed of contacts helps ensure the integrity of your entire sequence and prevents bottlenecks at follow up steps.
|Assign tags to your sequence for easier filtering and sorting.
Step 2. Build your Sequence
Once your basic settings are configured for your Sequence, the next step is to begin building the step-by-step flow that will engage your contacts. A Sequence can be viewed as timeline of events, which organizes specific outbound touch points (like sending emails or connecting on LinkedIn) on specific days. Contacts are enrolled in a Sequence and they're automatically moved through each step, day-by-day (based on your defined schedule) until they respond.
- To begin scroll down to the Sequence Steps view and click Create first step
- That will open the Action Step drawer with a list of available step actions to select.
Sequences support multiple channels and offer several action types, including: Email, SMS, Manual Tasks, LinkedIn Auto-Tasks, Ringless Voicemail, Reminders, CRM Tasks, Assign CRM Owner, Webhooks and Transfer and/or End Sequence.
Add Multi-touch Steps
Multi-touch Steps enable your Sequence to execute multiple steps on the same day. Sequence steps are triggered according to the schedule you define by day. By default, only one sequence step will be actioned at a time for an individual contact, based on your schedule. But, Multi-touch Steps enable you to combine and trigger multiple actions for a single contact all on the same day:
- Multi-touch steps are still separated by individual time delays that are triggered after the parent step is completed.
- Multi-touch steps must be completed before a contact can be queued up for the next parent step. In the example above, the next parent step is Step 3.
- Multi-touch steps can be created after any parent step, simply by clicking the Add Multi-touch icon
You can continue building your Sequence step-by-step by clicking on Add another step.
Step 3. Set your Sequence Schedule
Sequences run automatically in the background and trigger your action steps based on a schedule that you configure.
The schedule creates the baseline for when each enrolled contact will be transitioned and actioned in their next step in your Sequence.
An exception to the schedule is that you can set your Sequence to process Step 1 for a contact immediately when they're enrolled.
Only one step (plus sub-steps) will be processed per contact, per scheduled touchpoint window.
Timed Delay / Pause
While the schedule controls the available days and times for when steps can be triggered for contacts, the overall Sequence can be configured with time delays that reduce the frequency of your touch points.
Time delays will overrule the schedule and skip actions for a contact until the time delay expires. When a time delay expires the contact automatically becomes eligible for their next step, at the soonest point determined by the schedule.
Step 4. Enroll Contacts to your Sequence
Once you've completed adding your steps and configuring your schedule, you can add contacts to engage with your Sequence.
Contacts originate from lists and segments that you've imported to your Accounts & Contacts in Leadfwd. You can also enroll individual contacts, simply by typing their name or email address.
Enrolling based on tag assignment is a seamless approach to automating engagement. Tags represent 'groups' of contacts that you've either tagged manually or automatically. When you choose to enroll Tags, the Sequence will constantly monitor for tag assignments and enroll contacts when a specific tag is assigned to their record.