Sequences — Building Your Email Flow

Sequences Tab — Building Your Email Flow

The Sequences tab is where you build the actual emails that will be sent. A sequence consists of one or more steps, each with its own subject line, email body, and timing.

Step Structure

Each step contains:

• Subject Line — the email subject. Supports all variables (see below).
• Email Body — rich text content with formatting toolbar. Supports all variables.
• Delay — time to wait before sending this step (in days and/or hours). The first step has no delay (sent immediately when a lead enters the campaign). Subsequent steps wait the specified time after the previous step was sent.
• Step Analytics — once active, shows how many emails were Sent, Opened, and Replied for this specific step.

Example 3-step sequence:

• Step 1 (no delay): Initial cold email introducing your service
• Step 2 (3 days): Follow-up if no reply, adding social proof or a case study
• Step 3 (5 days): Final follow-up with a direct question or alternative offer

Variable System (Personalization)

Variables are placeholders in your subject line and body that get replaced with real data for each lead. They are written as {{variableName}} and inserted via the variables dropdown in the editor.

Sender Variables — information about the sending email account:

• {{accountSignature}} — full sender name with domain (e.g., "Martin Novák | firma.sk")
• {{senderName}} — sender display name (e.g., "Martin Novák")
• {{senderDomain}} — sending domain (e.g., "firma.sk")
• {{senderEmail}} — full email address (e.g., "martin@firma.sk")

AI Openers — GPT-generated personalized opening lines unique to each lead:

• {{ai_opener}} — full personalized opener
• {{ai_opener_industry}} — opener referencing the lead's industry and company name
• {{ai_opener_location}} — opener referencing the lead's city and company name
• {{ai_opener_long}} — comprehensive opener combining city, industry, and company name

These are generated once per lead when imported and stored, so they remain consistent across steps.

AI Grammar Variables — automatically adapt text to proper grammatical forms. Particularly valuable for languages with grammatical cases (German, Polish, Czech, Slovak, Hungarian):

• {{ai_name}} — cleaned business name (removes legal suffixes like GmbH, AG, s.r.o., Sp. z o.o.)
• {{ai_city}} — city name in the correct grammatical case for the sentence context
• {{ai_industry}} — industry name properly adapted to the surrounding sentence

Language-specific examples shown in the editor:

• English: "in London", "for healthcare"
• Slovak: "v Bratislave", "pre zdravotníctvo"
• Czech: "v Praze", "pro zdravotnictví"
• German: "in Berlin", "für das Gesundheitswesen"
• Polish: "w Warszawie", "dla branży zdrowotnej"

Lead Data Variables — raw data from the lead's profile:

• {{companyName}} — company name as stored
• {{website}} — company website
• {{email}} — lead email address
• {{phone}} — phone number
• {{city}} — city name (raw, without grammar adjustment)
• {{industry}} — industry name (raw)
• Additional fields from the database or CSV import

Compliance Variables:

• {{unsubscribe}} — inserts a standard unsubscribe link
• {{unsubscribe:Custom text here}} — inserts an unsubscribe link with custom anchor text (e.g., {{unsubscribe:Click here to opt out}})

Writing Effective Sequences

Tips reflected in the platform's design:

• Keep emails short (the editor encourages brevity)
• Use variables for personalization — emails with {{ai_opener}} or {{ai_city}} feel hand-written
• The first step subject line is critical — it determines open rates
• Follow-up steps should add new value, not just "checking in"
• Always include {{unsubscribe}} for compliance (can also be added automatically via the Unsubscribe Link Header setting)

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