Purpose:
The purpose of this article is to provide information to Outreach users regarding the various features and benefits of Sequences in Outreach.
Intended Audience:
- Outreach Users
Notes:
- This article introduces Users to Sequences at a high-level. For more specific information regarding some of the topics covered in this article, see the content listed in the Additional Resources section of this article.
Sequence Overview:
What is a Sequence?
Sequences are a series of touch points built to drive deeper engagement with a Prospect. Sequences are a guide to ensuring the right sales activities are conducted and communications are sent to build a sales pipeline and close deals. For more information on creating a sequence and sequence steps, refer to the How To Create a Sequence in Outreach article.
Sequence Emails v. Bulk Emails
Sequences are used to initiate multiple touch points and manage your Prospects through a consistent cadence of engagement. Sequences log and display more data around performance and retain that data historically for each Prospect. Bulk compose emails are single, one-time emails that are personalized with variables and delivered to multiple Prospects. If you would like to track replies to a specific email, Outreach recommends creating a sequence as sequences are designed to present this information to you at-a-glance.
Note: If you include multiple Prospects within a bulk email, Prospects will not be able to see the other Prospects that were included in the bulk compose; therefore, any variables used in the compose window will personalize the content to each individual. For more information regarding bulk compose emails, refer to the applicable articles.
Sequence Types
Public vs. Private Sequences:
Shared sequences are visible and can be used by the entire organization. Private sequences are only accessible by the owner.
Visibility is defined when creating or editing a sequence.
For more information regarding how to share a sequence, refer to the applicable article.
Steps By Day Interval
The Steps By Day Interval Sequence Type is used for recurring campaigns and are separated by user-defined time intervals.
Action steps are based on the user’s time zone, not the Prospects. Time interval steps allow users to add Prospects to a sequence at any time. When a Prospect is added to a time interval step, the Prospect follows the specified time intervals.
Note: If an email does not send due to a sending limit being reached by the email provider, sequences will automatically retry to send after 24 hours, or will send when the sending limit has been reset. For more information regarding email limits, refer to the Individual Email Limits and Safeguard article.
Steps By Exact Date/Time
The Steps by Exact Date/Time Sequence Type is used when a one-time event is being scheduled, such as a webinar, conference, or trade show.
Note: Once a date and time have been chosen by a user, no additional Prospects can be added to the sequence if the specified date has passed. To reuse the sequence/sequence step, configure the sequence as with a Steps By Day Interval Sequence Type. The time zone used to send is based on the user that is editing/creating that step for the date/time to be sent, and not the prospect's time zone.
Sequence Step Types
Every Sequence has steps that predetermine how and when a Prospect should be engaged. Outreach provides the following sequence step options to users: Auto Email, Manual Email, Phone Call, Generic Task, LinkedIn Task. For more information on adding these steps to a sequence, refer to the How To Create a Sequence in Outreach article.
Auto Emails
Auto emails help you reach more Prospects with less effort. Your emails will automatically send out to Prospects based on the time interval you set for each sequence step.
For Example: Let’s say your automatic email sends out individual touch points on days 1, 3, and 7. All you have to do is start your sequence and add the Prospects to the Sequence. Now your Prospects will receive these emails with the specified templates on days 1, 3, and 7.
Manual Emails
Manual emails are used for sending out customized emails. When a Prospect enters a manual email step, a manual Task will appear in your Tasks tab once the Prospect has entered that step. This email task will be due at the time interval you select for the step. The task will be completed when the email is sent and the Prospect will progress to the next step.
For Example: Let’s say the time interval is set for 3 days and the Prospect just entered the manual email step. This task will show up in the Tasks tab immediately, showing that the email is due 3 days from now. You can pre-populate these emails with templates, then customize them further when you send them.
Cloning v. Linking a Template
Outreach provides users with the opportunity to create an email step in a sequence and further customize that email through using an existing template or linking to an existing template.
| Template | Description |
|---|---|
| Clone | Cloning a template is copying text and pasting it into a new template. Any adjustments made to the text within the sequence step will not be reflected in the master copy of the template text. |
| Linking | Linking a template will link the local template to the original template. Any changes made to the template locally will change the original template as well. It also keeps the statistics on opens, clicks, and replies consistent throughout the platform. Note: If changes were made to a linked template prior to unlinking the templates, the changes will still be reflected in the master template. |
Phone Call
Phone calls keep you accountable for following up with Prospects via phone. Once a Prospect enters this step, a Call Task will be created for you. When creating this step, you can add notes to leave yourself as a reminder for why you are calling this Prospect. Outreach will mark this task as completed and the Prospect will move on to the next step once the call has been logged. For more information on call logging, refer to the applicable articles.
For Example: You can use a call task to remind yourself to call your Prospect for an introduction call or to ask clarifying questions.
Generic Task
Generic Tasks are helpful reminders to complete an action outside of Outreach. This task will be created once your Prospect enters the step and will be due with the set time interval has passed. Your Prospect will move on to the next step once you mark the task as complete.
For Example: Add a Generic Task as a Sequence Step to remind yourself to connect with a Prospect on LinkedIn.
LinkedIn Tasks are a key step that many teams integrate into their daily workflows. These activities may include steps like sending a connection request, viewing a Prospect’s profile, interacting with posted content, or sending a message via InMail.
Additional Resources:
Outreach University - Sequences
How To Create a Sequence Schedule
Sales Hacker: How to Create, Maintain, and Measure Outreach Sequences
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