Sequence Overview & Reporting

Once your Email Sequences are set up and Leads have been enrolled, you'll want to check to see how your Sequence is being received.

Sequence Overview

After you’ve created and deployed an Email Sequence, you’ll first see general stats on the main Email Sequences page. These stats give a quick overview of where the sequence is in its lifecycle and how its performing. You’ll see the following metrics:

Active: the number of active Contacts in this Sequence (excluding any bounces or errors)
Bounce Rate: the percent of Contacts where the email failed to make it to the recipient
Response Rate: the percent of Contacts who responded to the Sequence
Avg Response Time: the average number of days it takes a Contact to respond to the Sequence

These general stats can help you understand at a glance which Email Sequences are performing the best, and which need more attention. This can help a rep make data-based decisions about what type of messaging is working. This quick view can also help sales leaders see who in their organization is having the most success with Email Sequences and help lower-performing reps change their messaging to something more successful.

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Email Sequence Overview.

Clicking on each metric will pull up a filtered search for those specific Leads or Contacts. This is a quick way to see which Lead or Contact is enrolled in a Sequence instead of using the search feature.

The Enrolled metric encompasses all Leads or Contacts that are: Active (excluding those that haven't received the first step of the Email Sequence) + any Leads or Contacts that had their Sequence Paused + any Leads or Contacts that Completed the Sequence (either by finishing all Steps or hitting the goal, e.g. a reply) + any Errored Leads/Contacts (e.g. Bounced).

Here we see some additional metrics to our general stats page including:

Enrolled: Number of Contacts enrolled in the Sequence
Completed: Number of Contacts who completed the Sequence by responding or going through all the steps
Error Rate: Contacts with an error in the Sequence (typically due to a user’s inactive status, a connected account being removed, etc)

A bounced (Bounce Rate) Lead or Contact is a subset of an errored (Error Rate) Lead or Contact.

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A Quick Note on Bounces

Percent bounced is the percentage of emails that fail to make it to their intended recipients. There are hard bounces and soft bounces.

A hard bounce is received when your email can’t be delivered because the email address is inactive. This can also happen if an email address is misspelled.

A soft bounce happens when the subscriber’s mailbox is full or temporarily unavailable due to server issues. Soft bounces can also happen if your email is too large.

A high bounce rate typically means you need to clean your list.

To Do Calling step

If you've created a Sequence with a Calling step, you'll see a To Do list underneath your metrics with the number of Leads you have to call that day as part of that specific Sequence. Only the user who was assigned to call Leads as part of the Sequence enrollment will see this section.

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To Do calling list.

When calling your Leads, you'll have the option to Call Oldest First, which are Leads who have been in the Calling step the longest. Or, you can Call Freshest First if you want to dial Leads who were more recently added to the Calling step.

If the Calling step is required, your Sequence will not progress for those Leads until those Leads are called.

If the Calling step was marked optional, the time delay that was set will be how long you have to call your Leads. If you do not call your Leads in that time, the Sequence will move on after the time delay period is over.

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Calling steps fall in line with the Contact's local timezone.

Contacts will enter and leave the To Do list based on their timezone.

If your Sequence Schedule is set to 9am - 4pm EST and some of your enrolled Contacts are based in PST, your To Do list will update at 12pm to include the Contacts based in PST.

If your Sequence Schedule is set to 9am - 4pm PST, any Contacts based in EST will leave the To Do list at 1pm PST.

You'll also see how many Leads or Contacts are enrolled in a certain step of that Sequence in the section below this overview.

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How many Leads or Contacts are enrolled in each step.

Editing a Sequence

You can make any changes to your Sequence after clicking on the Edit tab. Here is where you can change the delay between steps, update your Sequence Schedule, or change the wording in a specific step.

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Changes to a Sequence step will be reflected in the Email Template

Editing an email step in your Email Sequence will also edit the Email Template it is tied to. If that Email Template is tied to any other Email Sequences, the changes will be reflected there as well.

If you want to avoid changing the Email Template, first duplicate the Email Template under Settings > Email Templates and tie the duplicated copy to the Email Sequence that needs to be edited.

You can also add a new step to the end of your Email Sequence. All active Contacts will receive that updated step, along with any Contacts who have finished the Sequence within the past 3 days. Steps that are added after a Contact has moved to Completed will not be sent to that Contact.

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Re-ordering a Sequence

There isn't a way to reorder the steps in a Sequence or add a step midway through a Sequence. The steps will need to be removed and then re-added in the order they should be in.

Sequence Reporting

The Report tab will have a more in-depth view of that Sequence for the date range you select.

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Email Sequence reporting metrics.

You'll also see a breakdown of the response rate for each Sequence step. This is a handy snapshot to use when you want to determine how well each step is doing and if any changes should be made.

Calls lasting more than 30 seconds are considered as Responded. This will pause the Sequence for those Contacts, and any following steps in that Sequence will not be sent.

How to Use Sequence Reporting

Improve your email templates and sequences by measuring their performance

Sequence Stats and Reporting are designed to help you understand where you are having the most success or the least success in terms of audience, content or quality of leads. You can use this information to strategize where to devote more resources and where to make refinements for targeting and messaging.

It’s important to consistently measure email performance and make improvements as necessary. Data helps us understand what templates are performing the best versus what templates should be improved.

What’s the best way to review and use these numbers to your advantage?

First, set aside time to review them.

It’s easy to take a quick look when you first begin an Email Sequence, but the best strategic understanding will come with time. Set aside time to review these stats quarterly and yearly to analyze any longer term patterns. It’s also helpful to review these stats after large company events or milestones, such as a product release or major marketing campaign.

Next, reflect on these numbers by asking the right questions:

  • What type of messaging gets the most responses?
  • Who sends the emails that get the most responses?
  • Who are the Contacts that are responding? Are they ideal customers?
  • Are these responses leading to booked appointments, and most importantly, won deals?
  • What type of messaging gets the fewest responses?
  • What type of contacts do not respond to the messages? Are they Contacts that fit an ideal customer profile?

When you find messaging that is provoking a response among the right type of prospect, reflect on why this type of content is more popular. Is the content more useful than other types of emails you send? Are you using more effective subject lines on certain emails?

Then replicate! Apply these lessons to your other Email Sequences. Re-use elements from one type of email in other emails. Keep testing and keep monitoring the results. Boosting responses, even by a small amount, can make a big difference.

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Why We’re Not Including Email Opens as an Email Sequence Reporting Metric

You may notice that we haven’t included email opens on this latest iteration of Email Sequences reporting. While this stat is still available in the “Sent Email” report, we want to share our philosophy on email opens as a company. The accuracy of the open rate has been questionable and in decline for a few years. With Apple’s Mail Privacy Protection feature released in Fall 2021, this eliminated the ability to measure opens. iOS Mail currently makes up 40% of email client market share.

Open rates sound precise and the truth is, they aren’t. And even if they were, an ‘open’ doesn’t signify true interest and can distract from outcomes that really matter, like responses and won deals. We decided to instead focus our reporting on actionable metrics.


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