# Email Sequences

Email sequences let you automate follow-up emails based on triggers and conditions. Send the right message at the right time without manual effort.

# Concepts

# Sequences vs Broadcasts

Feature	Sequences	Broadcasts
Purpose	Automated follow-ups	One-time campaigns
Timing	Triggered per contact	Sent to all at once
Personalization	High (based on behavior)	Medium (merge fields)
Best for	Onboarding, nurturing	Announcements, promos

# Sequence Components

• Steps — Individual actions (email, delay, condition)
• Triggers — What starts the sequence
• Exit conditions — What stops it early
• Enrollments — Contacts currently in the sequence

# Creating a Sequence

# Step 1: Set Up the Sequence

1. Go to CRM > Sequences
2. Click New Sequence
3. Enter a name (e.g., "New Lead Nurture")
4. Choose trigger:
   • Manual enrollment
   • Contact created
   • Deal stage changed
   • Tag added

# Step 2: Add Steps

Build your sequence with these step types:

# Email Step

Send an email to the contact:

• Subject — Use merge fields like {firstName}
• Body — Rich text with merge fields
• From — Override sender name/email (optional)
• Template — Use a saved template

# Delay Step

Wait before the next step:

• Duration — Hours, days, or weeks
• Until — Specific day/time
• Business hours only — Skip weekends/holidays

# Condition Step

Branch based on criteria:

• Email opened — Previous email was opened
• Link clicked — Specific link was clicked
• Tag present — Contact has a tag
• Deal stage — Deal is in a specific stage
• Custom field — Any contact field value

# Exit Step

End the sequence here.

# Step 3: Configure Settings

• Send window — Only send during specific days/times
• Exit conditions — Stop if contact replies, books meeting, etc.
• Throttling — Max emails per day

# Step 4: Activate

1. Review your sequence
2. Click Activate
3. Sequence is now live

# Sequence Editor

# Visual Flow Builder

The sequence editor shows:

• Steps as connected nodes
• Flow direction (top to bottom)
• Condition branches
• Step status indicators

# Editing Steps

Click any step to:

• Edit content/settings
• Add step before/after
• Delete step
• Move position

# Testing

Before activating:

1. Click Preview
2. Select a test contact
3. Review how emails will look
4. Send test email to yourself

# Email Templates

# Creating Templates

1. Go to CRM > Templates
2. Click New Template
3. Enter:
   • Name and category
   • Subject line
   • Email body
   • Preview text

# Merge Fields

Personalize emails with:

Field	Example
{firstName}	John
{lastName}	Smith
{fullName}	John Smith
{email}	[email protected]
{company}	Acme Inc
{phone}	+60123456789

# Using Templates

When creating an email step:

1. Click Use Template
2. Select from your templates
3. Customize if needed
4. Save step

# Enrollments

# Manual Enrollment

Enroll contacts individually:

1. Open a contact
2. Click Enroll in Sequence
3. Select sequence
4. Confirm

# Bulk Enrollment

Enroll multiple contacts:

1. Filter contacts (e.g., by tag)
2. Select contacts
3. Click Enroll in Sequence
4. Choose sequence

# Managing Enrollments

View and manage enrollments:

1. Go to sequence detail page
2. Click Enrollments tab
3. See active, completed, exited contacts
4. Actions: pause, resume, remove

# Enrollment Status

• Active — Currently in sequence
• Paused — Temporarily stopped
• Completed — Finished all steps
• Exited — Left early (reply, condition, etc.)
• Bounced — Email bounced
• Unsubscribed — Contact unsubscribed

# Broadcasts

# One-Time Campaigns

For announcements and promotions:

1. Go to CRM > Broadcasts
2. Click New Broadcast
3. Select recipients:
   • All contacts
   • By tag
   • By lifecycle stage
   • By owner
4. Compose email
5. Schedule or send immediately

# Campaign Tracking

After sending:

• Sent — Total emails sent
• Delivered — Successfully delivered
• Opened — Unique opens
• Clicked — Unique clicks
• Bounced — Failed deliveries
• Unsubscribed — Opted out

# Analytics

# Sequence Performance

Track per sequence:

• Enrollment count
• Completion rate
• Email open rates
• Click rates
• Exit reasons

# Email Performance

Track per email:

• Open rate
• Click rate
• Reply rate
• Bounce rate

# A/B Testing

Test variations:

1. Create two email versions
2. Set split percentage
3. Winner selected by open or click rate
4. Automatically use winner

# Best Practices

# Sequence Design

• Keep it short — 3-5 emails maximum
• Space emails out — 2-3 days between emails
• Add value each time — Don't just follow up
• Have clear goals — What should contact do?

# Email Content

• Personal subject lines — Use first name
• Clear call-to-action — One per email
• Mobile-friendly — Most read on mobile
• Easy unsubscribe — Required by law

# Timing

• Business hours — Send during work hours
• Avoid Mondays — Inbox overflow day
• Test and iterate — Find your best times

# Exit Conditions

Always set exit conditions:

• Reply — They responded
• Meeting booked — Goal achieved
• Unsubscribe — Respect opt-out
• Deal closed — No longer relevant

# Deliverability

# Email Authentication

Ensure good deliverability:

• SPF record configured
• DKIM signing enabled
• DMARC policy set

# Bounce Handling

• Hard bounce — Invalid email, removed from list
• Soft bounce — Temporary issue, retry later

# Suppression List

Contacts are automatically suppressed if:

• They unsubscribe
• Email hard bounces
• They mark as spam

# Troubleshooting

# Emails Not Sending

• Check sequence is active
• Verify contact is enrolled
• Review send window settings
• Check suppression list

# Low Open Rates

• Improve subject lines
• Check sender reputation
• Verify email deliverability
• Test different send times

# High Unsubscribes

• Review email frequency
• Improve content relevance
• Better targeting/segmentation
• Clearer expectations on signup

# Next Steps

• CRM Overview — Manage contacts and deals
• Accounting — Invoice your customers
• Settings — Configure email settings