Apollo.io includes a built in sequence tool that allows you to build and execute multi-step email outreach campaigns directly within the platform. For teams that want to keep their prospecting and outreach in a single tool, Apollo sequences provide a straightforward and effective solution.
What is an Apollo Sequence?
An Apollo sequence is a series of automated email steps sent to a prospect over a defined period. Each step is triggered based on time delays and prospect behavior. If a prospect opens an email but does not reply, the sequence automatically sends the next step. If a prospect replies, the sequence pauses and the rep takes over the conversation manually.
Building Your Sequence
Start by defining the goal of your sequence and the number of steps you want to include. Most effective cold email sequences have three to five steps spread over two to three weeks. Write each step with a specific goal in mind. The first step introduces you and your value proposition. Subsequent steps provide additional context, social proof, or a different angle on the same message.
Personalization at Scale
Apollo allows you to use dynamic variables in your email templates to personalize messages at scale. Insert the prospect’s name, company, job title, and other relevant details automatically. For higher quality personalization, use a first line that is specific to each prospect and write it manually or use an enrichment tool like Instantly to support your deliverability infrastructure alongside Clay for personalized first lines.
Managing Sequence Performance
Track your sequence performance in Apollo using the built in analytics. Monitor open rates, click rates, and reply rates for each step. If a particular step is underperforming, rewrite it and test the new version. Connect your Apollo sequences to HubSpot so that all sequence activity is visible in your CRM alongside the rest of your prospect data.
