Outreach Sequence Overview

Objective

Learn about the various features and benefits of Sequences in Outreach at a high level.

Applies To

• Outreach Users

Sequence Introduction

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.

Sequence Emails vs. Bulk Emails

• Sequences log and display more data around performance and retain that data historically for each Prospect. 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.
• Bulk compose emails are single, one-time emails that are personalized with variables and delivered to multiple Prospects.

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. 

Day Interval vs. Exact Day/Time

Note: Once a sequence type has been chosen, either by interval or by exact date/time, it cannot be changed to another type.

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.
• The Sequence Schedule determines what days the Sequence sends emails or sets due dates for tasks. If the schedule includes weekends, then emails and tasks will be sent or due on those days. For more details on how to set your Sequence Schedule to be working days, take a look at our Sequence Schedule Overview.

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. 

Note 2: There is a setting on the Sequence's Settings tab for Interval type. This should not be confused with the Sequence Interval Type, and is instead related to the delivery schedule interval type. The Interval type field on the Sequence's Settings tab references the delivery schedule, and how it accounts for days pertaining to the delivery schedule.

• Calendar days = We will count all 7 days in a week when accounting for the delivery days.
  • Day 1 = Friday, day 2 = Saturday, day 3 = Sunday, day 4 = Monday
• Schedule days = We will only count whatever has been defined in the delivery schedule, which is typically Monday-Friday.
  • Day 1 = Friday, day 2 = Monday, day 3 = Tuesday, day 4 = Wednesday

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 detail, refer to How to Create an Outreach Sequence.

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.

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

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.

Cloning vs. 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.

Additional Information 

Outreach University - Sequences

How to Create an Outreach Sequence

Sequence Schedule Overview

How To Create a Sequence Schedule

How to Access Sequences