Sequences, otherwise known as drip-campaigns, are a valuable tool for any business, as the feature will save you time and money while also broadening your outreach.
This feature can be used for a variety of reasons, from reaching out to cold leads to reaching out to existing customers regarding an add-on or up-sale.
Sequence emails automate the process of reaching out to the selected group of people, and regardless of when the recipient is added to the Sequence, they will be sent the appropriate email at the correct interval, or delay. To give an example, you may want the recipient(s) to receive Email Template #1 on day 1, Email Template #2 on day 5, and Email Template #3 on day 10.
How Do Sequences Work?
Once an email Sequence is setup, Email Templates will be sent in accordance with the specified schedule to specified individual(s).
Each recipient will receive the email series individually and within the defined gaps of time. If a recipient replies to one of the emails (and the email used is synced with Atmos), the Sequence will be paused for that recipient. Of course, the Sequence may be resumed at anytime.
How Do I Create a Sequence?
First, choose the Marketing tab in the main menu, select “Automations”, then click the “+” beside “Sequences”. Alternatively, click into “Sequences”, then press “+ New Sequences” in the top right of the page.
Once into the Create New Sequence page, you will need a name for the Sequence, a minimum of one step, a delay, a schedule, a segment and an activation date and time.
What do these fields mean?
Sequence Name: A name for your sequence
Email Template: Each step in a Sequence pulls from Email Templates. Click the “Search shared email templates” drop-down and Create a New Template, Create a new template from existing, Manage Email Templates or select an Email Template from the most commonly used.
Delay: The number of days to wait before the first email is sent and also the number of days to space the sending of Email Templates. For the first email in the series, you may choose to Start Immediately or Start After Delay (must input number of days to delay). For the second email and so on, you must choose the number of days to delay that email past the sending of the first email.
Sequence Schedule: Choose when you would like emails to send. You have three options, including “Weekdays, 9am to 4pm”, “Any time, Weekdays”, and “Any Time, Any Day”. When chosen, the emails will only send during the chosen days and times. To most commonly resemble a human, emails will be randomly sent within the chosen window based on the schedule and delays you have set.
Segment: A Segment is the individual or individuals that you are sending the email to based on a set of conditions. Segments may be added by clicking the “+” beside Segments in the menu. Once created, the Segment may be selected on the right side of the Create New Sequence page.
Activation Date and Time: Lastly, this is the “kickoff” for the sequence campaign. To start today, choose today’s date and time. If you would like to select a date in the future to start your Sequence campaign, you may choose any date and time you prefer.
To avoid hitting some email servers such as Gmail or Microsoft sending rate limits, always have the first step send after a one day delay instead of immediately. This will mimic human behavior by spreading email sending throughout the sending window.
Select a Sending Schedule
Use our pre-defined sending schedules to pick the sending window or timeframe during which emails will send in your sequence. Each email sequence has a sending schedule and timezone option.
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), unless contact is added to a sequence during an open sending window, and there is no delay, the first email will send within a few minutes (like a bulk email). If a contact is added to an email sequence outside of its sending window, the email will send at a random time on the first day of the sending window.
For example, if you select the Monday—Friday, Any time sending schedule, and add a contact to the sequence on Sunday, the contact will receive the first email in the sequence on Monday, assuming there is no delay specified for the first step.
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 Monday-Friday 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 go out on Monday.
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.