Sequences

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Do you have the right plan for Sequences?

Sequences are only available to Pro and Business plans. You can upgrade your plan under Settings > Billing > Plan.

Do you find yourself sending the same emails over and over to cold leads? Are you looking for a better way to warm up a list of cold leads without dedicating your valuable sales team resources to do the outreach?

Unless you really like sending hundreds or thousands of follow-up emails manually and creating a list of Leads to call, you're going to love this feature in Close: sequences for salespeople. With Sequences, you can automate the process of sending follow-up emails to your Leads in a drip email format, and create lists of Leads to call as another way to engage your clients.

You can enroll one person today, ten people tomorrow, and a thousand people next week — they’ll all get the right email, the right call, at the right time.

Understanding How Sequences Work

Sequences in Close are rooted in our Email Templates. A Sequence is a series of emails to be sent, one by one, in specified time gaps to specific subscribers. You can also add add Calling steps to your sequence, which gives you another way to reach your Leads in between email steps.

The Sequence will run until the subscriber sends or replies to any email to an account that is synced with Close (this includes but isn't limited to replying to an email in the sequence). Sequences will also be paused on a calling step if the call lasts for more than 30 seconds. You can easily resume the Sequence from the Lead page if you would like the Sequence to continue sending as well.

If you would like more information on how Sequences work and whether or not they are a good fit for your sales process, see our in-depth blog post here.

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Want to learn more?

Check out our latest webinars hosted by our own Nick Persico, Director of Revenue, and Steli Efti, CEO.

Creating a New Sequence

You can create a new Sequence or manage an existing Sequence by clicking 'Sequences' on the left-hand sidebar of Close.

Every Sequence needs a name, at least one step, and a sequence schedule.

A Sequence can have one or more sequence steps. Each step consists of:

  • Email template: Sequences use the same shared templates you already create and use in Close.
  • Sending delay: Sequence steps can be delayed between 1 hour and 365 days apart.
  • Sending as new thread option: After the first email in a Sequence, subsequent steps can either be sent as replies in the same email thread, or they can start new email threads.
  • (Optional) Calling steps: Engage your Leads further by calling them as part of your Sequence workflow.

Contacts that are subscribed to a Sequence will receive the sequence steps until they are paused or removed from the Sequence.

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Create a new Sequence

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Sending Rate Limits

To avoid hitting sending rate limits for some email servers such as Gmail or Microsoft, always have the first step sent after a 1-day delay instead of sending without a delay. That way the emails will be spread out throughout the day, lowering your chances of hitting sending limits.

Setting a Delay

Adding a delay to your Sequence can help time your outreach down to the hour.

Sending after a delay will delay the Sequence for the period of time that you select. You can delay a Sequence for 1 hour, to 365 days.

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Setting a delay of 3 hours.

Choosing to start your Sequence without a delay means your Sequence will be sent within your sending window. The time that you enroll your Contacts matters: if you enroll your Contacts outside of the sequence schedule that you select for that Sequence, then your Sequence will start at the next sending window. See the next section on selecting a Sequence Schedule to learn more.

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Changing a step delay for enrolled contacts

If you enroll a contact with a specific delay, and then change the delay within Sequence settings - any steps that are still pending (emails that weren't sent yet or calls that haven't been made) will use the new delay.

For example, if you enroll a contact that has a pending email step with a 2 days step delay and then change that to a 1 hour step delay, the contact will receive their email within the next hour after you save those changes.

Select a Sequence Schedule

Use our pre-defined sequence schedules to pick the timeframe during which emails will send in your Sequence, and when calls should be made. Each sequence has a sending schedule and a fallback timezone option.

Sequences will be sent to the Contact during the time you select, within their timezone. A schedule set to 9am - 4pm will send emails to Contacts between those times based on their timezone. Each Contact's timezone is based on their address and/or phone number.

If a Contact's timezone cannot be determined, the Sequence schedule will default to the fallback timezone.

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Sending Schedules for Sequences

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Timezone in Sending Schedules

We use the Contact's timezone instead of the Sequence timezone.
If the Contact has a phone number, we calculate their timezone based on the area code.
If there is no phone number, we default to the Lead address.
If neither exists, we use the Sequence time set in the fallback timezone settings above.

Sending Window

Emails will send at random times within the sending window to most accurately mimic human sending behavior (and increase the email open and response rates). Sending window is defined as day if the step delay is 1 day or more, but is defined as an hour if there is no step delay or delay is less than 24 hours.

For example, if you enroll a contact to a sequence without delay with Any Time / Any Day schedule, the email will be sent out during the current hour because hourly sending window will be used. However, if you enroll a contact to a sequence with a 1-day delay with Any Time / Any Day schedule, the email will be sent out the next day at a random time as daily sending window will be used.

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Pro Tip:

Email sending times are randomly distributed throughout the sending window. It is possible for the delay between steps to be longer (or shorter) than 24 hours * the number of days selected for the sending delay.

For example, if there are two steps with a delay of one day in between, it would be possible (though unlikely) that the first email could be sent at 11 PM and the following step could be sent at 1 AM the next day — a delay of only two hours.

If it is important to avoid this possibility, consider selecting the Monday—Friday, 9am-4pm sending schedule.

Enrolling contact outside of its sending window

If a contact is added to a sequence outside of its sending window, the email will send at a random time on the first day or hour of the sending window (depending on whether the step delay is less than 24 hours or not).

For example, if you select the 9am - 4pm, Weekdays sequence schedule with a 1-day delay, and add a contact to the sequence on Saturday, the contact will receive the first email in the sequence at random time on Monday.

Calling steps

Calling steps will start at the beginning of the Sequence schedule. Selecting 9am - 4pm means Contacts will populate your To Do calling list starting at 9am of that Contact's timezone.

Weekends

Sequences always count every day (working days and weekends) when you set up a delay, but they won't send any on weekends if you have Weekdays selected as your schedule. For example, if you have a Step 1 to go out on Thursday, and you have Step 2 with a 2-day delay, that 2nd step will start on Monday.


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