Sequence Architecture

A sequence is a multi-step outreach plan with defined timing, channels, and messaging logic. Well-architected sequences feel human — they escalate naturally and respect prospect behavior.

Anatomy of a Sequence

• Steps — individual touches (email, call, LinkedIn, SMS)
• Delays — wait time between steps (in business days)
• Branches — conditional paths based on prospect behavior (opened? clicked? replied?)
• Exit conditions — what removes a contact from the sequence (reply, unsubscribe, meeting booked)

The 5-Touch Foundation

Research across the platform's account base shows 5-touch sequences outperform 3-touch and 7-touch consistently. The optimal pattern:

Touch	Day	Channel	Purpose
1	1	Email	Introduce, establish relevance, soft ask
2	4	Email	Value — insight, case study, or benchmark
3	8	LinkedIn or Call	Channel variety, human signal
4	14	Email	Direct ask — calendar link
5	21	Email	Break-up — low commitment, permission to say no

Branches and Conditional Logic

Add branches for prospects who open but don't reply. Create a parallel path: if a contact opens Touch 1 but doesn't reply in 72 hours, escalate the next touch to a higher-priority message. Under Sequences → Edit → Add Branch.