What it means
An email sequence is a set of emails sent to a prospect automatically, in order, with a set gap between each. It stops as soon as the person replies. Sequencing tools handle the timing, the sending inboxes and the stop rules.
Cold sequences are short: a handful of emails over a few weeks. Each email should give the reader a new reason to reply. A follow-up that only restates the first email adds volume without adding a reason.
How we use it
Both of our copy skills write three-email sequences. The Segment Copywriter writes one sequence for a whole segment, where a tight list carries the relevance. The One to One Writer writes a sequence per named person for top-tier accounts.
Signals decide who enters a sequence this week, and they hand the first email its opening line. When a sequence stalls, the Copy Scorer and Rewriter scores it across eight dimensions and names the lines that cost it points.