Design Sales Cadences to Systematize and Personalize your Best Messaging Across your Entire Sales Team

1. Navigate to Sequences in the left-hand main navigation menu and click the + New Sequence button in the upper-right corner

2. Give your new Sequence a Name, set its Permissions for individual or team viewing/usage, and add any relevant Tags to (later) identify and filter for it in your list of Sequences

3. Select an existing one or create a new Sequence Ruleset to determine how your Contacts will move through it depending on the actions they take within it

4. Select an existing one or create a new sending Schedule to define the days and times you'd like your messages to be sent

5. Click the button to +Add your Sequence to your account and move on to defining its Steps

Define and Activate the Steps in your Sequence

1. Click +Add Step in the top-right corner of your new Sequence's page

2. Select the Step Type (automatic or manual email, phone call, or task) you want to add and the number of Minutes, Hours, or Days you want to Wait For it to be automatically triggered after the previous step. Click the +Add button to save the step. 

Note: For your first Step, you can set your wait time to 0, but we recommend at least a few minutes to allow for last-minute checking and editing before it is sent out to your Contacts once you've activated the completed Sequence.

3. Now that you've added a step, you will see it listed in your Sequence as Step 1. If it's an email, click anywhere on the listed Step to launch the email editor.

4. Edit Template: In the Type field, "New Thread" means the email's subject line will be brand new and the email will appear in your recipients' inboxes as a new message. Where applicable, "Reply to Previous" will be added to the email thread with the format "RE: ...." and show the body content of the previous email in your Sequence. Customize your message for your target audience.

Pro Tip: Utilize Snippets - Click Available Snippets to see examples of data fields you can use to auto-populate parts of your emails and subject lines with customer- and company-specific attributes. For example, {{first_name}} will insert the real first name of any customer you have on-file if you send them an email using that snippet.

You can use the other icons at the bottom of your email composer to save your current message as a new template (as detailed here), load any email templates you've previously saved in Apollo, attach files, upload images, insert links, edit the raw HTML of your email, and/or format your text.

Check out the preview of your messages in the right-hand pane as you go, and Send a Test Email to yourself to proofread exactly what your customers will see.

Click Save Changes. 

5. Repeat #1-4 above to add as many Steps (of any many types) as you like to your Sequence.

Pro Tip: Minimum number of Steps - Industry data shows that Sequences of at least 5-8 Steps are most effective in most cases, but of course cater each one you make to your desired customer outcome and keep in mind that even interested buyers will often not reply until you've engaged them a number of times.

Pro Tip: A/B Testing - If you create multiple email templates for a single email Step, they become versions of that email which will be A/B tested against each other (by being sent to sub-sets of the customers that enter that Step). Be sure to flip on the blue switch to the left of each email template you want to be active when you turn on the Sequence itself. Learn more about A/B testing in this article!

6. After reviewing your complete Sequence, be sure to turn on the master blue switch at the top-right corner. You can also come back to this step after you add Contacts to your Sequence (#6 and 7 here can be done in whichever order you prefer). 

7. Add Contacts one-by-one to your Sequence by clicking that option in the drop-down arrow to the right of the +Add Step button and selected whichever ZenProspect User (teammate)'s email address you want the emails to be sent from. Alternatively, you can navigate to your Contacts page in the left-hand main navigation menu to bulk-select and add filtered sets of Contacts to any Sequence (using the menu that appears at the top of your page once you've selected any number of Contacts). For more info on that, check out our bulk-adding Contacts to a Sequence video tutorial (outdated UI, accurate workflow).  

Congrats, you've officially created and activated a Sequence! Return to your Sequence page any time you'd like to pause it, view its statistics, update any Steps and/or Email Templates within it, turn on and off specific templates you're A/B testing, and/or edit, archive, or delete entire Steps as you see what's working best engaging your Contacts. 

Editing, Deleting, Archiving, and Cloning Sequences, Steps, & Templates

To delete, archive, or clone your Sequence, any Step within it, or any Template within a Step,  click the arrow icons on the right-side of the Sequence, Step, or Template, respectively: 

More Resources

• Sequences video tutorial (outdated UI but accurate workflow)