A Complete Guide on Sales Sequence (With Templates & Best Practices)

You’re doing everything right, reaching out to the right audience, following up regularly, and switching channels when needed.

But the replies? Still cold. Mostly silence.

If you’re wondering why your outreach isn’t delivering results, the issue might not be what you’re doing but how your sales sequence is structured. 

Think of a sales sequence like a GPS for your outreach. It tells you when to reach out, how often to follow up, and which channels to use, all in a way that gets you replies.

When I started building sequences the right way, with clear steps, proper timing, and the right mix of channels, I noticed a major difference in response rates.

In this guide, I’ll break it all down. Because a smart sales sequence doesn’t just follow up, it gets replies.

What is a Sales Sequence?

A sales sequence is a predefined set of emails used to reach out to potential customers throughout the sales cycle over a specified time period. It consists of multiple channels, like emails, calls, or LinkedIn, to convert a prospect into a customer.

Each sales sequence has a specific goal, whether it is to grab the prospect’s attention, initiate a conversation, or nurture the lead into a sale.

Every message copy of the sales sequence is created and pre-planned in advance to be sent at the right time to prospects based on their response.

Next, let’s understand the sales sequence channels.

What are the Sales Outreach Channels?

Each sales outreach channel serves a specific goal in your sales sequence. Choosing the right channel at the right time helps move prospects closer to a buying decision.

1. Email

Emailing is one of the most effective channels for achieving results during cold outreach.

This method allows sending personalized emails by sharing case studies, testimonials, or links, depending on the stage of the buyer’s journey. 

Most prospects prefer emails because they’re less annoying and offer flexibility to respond at your convenience.

Key Pointers to Consider:

• Use the prospect’s name, company, or recent activity to make it feel personal.
• Keep your subject line simple but curiosity-generating. 
• Avoid using spammy language to ensure your emails actually reach the inbox.
• Include one clear CTA (“Open to a quick call this week?”)
• Leave 2–4 days between follow-ups.

2. Phone Calls

Phone calls are a valuable channel for advancing leads through the sales cycle. Whether you’re booking meetings, qualifying leads, or following up, it works —but only if you use it correctly.

Timing matters. Call when there’s context, when the lead is warm, or there’s already some engagement. That’s when a call feels natural and gets results.

Key Pointers to Consider:

• Know who you’re calling by understanding their role and recent context before reaching out.
• Prepare a short pitch along with 2 to 3 points in advance.
• If the call goes unanswered, leave a short and clear voicemail
• Call between 10:00 AM and 11:30 AM or 2:00 PM and 4:00 PM local time.
• Make the call conversational and valuable, not just a direct sales pitch.

3. LinkedIn

LinkedIn is a warm-up lane for your sales sequence. Use this channel to establish a light level of engagement before sending cold emails or making a call. 

You can connect with prospects, engage with their posts, and send short messages that don’t feel as salesy as prior. LinkedIn adds a personal and social layer to your outreach.

Key Pointers to Consider:

• Send a brief connection request (avoid pitching upfront).
• Use mutual connections or recent activity as context.
• Don’t over-message—respect the platform’s professional tone.
• Like, share, or comment on posts to stay visible.
• Use LinkedIn in combination with email and calls for a stronger impact.

4. Text Messages (SMS/WhatsApp)

Texts have very high open rates, and they create a sense of urgency. 

But if your texts are too personal, overusing this channel in cold outreach can backfire. It’s best used when the lead has already shown interest or opted in.

Key Pointers to Consider:

• Keep it short and to the point.
• Never cold text—use only with prior consent or warm leads.
• Ideal for reminding someone about a call or confirming availability.
• Mention your name and company for context.
• Avoid automation unless the lead expects it.

5. Social Media (Twitter, Instagram, Facebook)

Social media can help you initiate casual conversations, foster meaningful relationships, and stay connected. While not as direct as email or phone, it’s useful for visibility and soft engagement. In niche industries, direct marketing (DMs) can lead to real business opportunities.

Key Pointers to Consider:

• Follow the lead’s content and engage before messaging.
• Keep DMs light and relevant, but don’t push too hard for sales.
• Share content they might find useful or interesting.
• Use it as a supporting channel, not the main one.

11 Best Practices to Build a Revenue-Generating Sales Sequence

Learn how to build a sales sequence with the right outreach strategy, follow-up cadence, and messaging to convert more leads and boost revenue.

1. Define Your Sequence Goal

Every sales sequence requires one clear goal, whether it’s booking a demo, qualifying leads, or nurturing prospects.

The reason is that your goal shapes your messaging, CTAs, and what metrics to track in your cold email campaigns. Without it, your outreach will be generic, and you won’t get the results you want.

Example: If your goal is to schedule a demo, each message should steer the conversation in that direction with clear CTAs, such as “Pick a time here” or “Let’s talk over a call for 15 mins this week.”

2. Segment Your Audience Properly

Sending the same cold email to every prospect doesn’t work anymore. If you are doing it, you are wasting your resources and reducing the chances of getting replies. 

Segment your prospects into groups by industry, company size, job role, or buyer journey stage to get results. Execute targeted outreach that helps you reach customers with their current needs and priorities.

Example: An enterprise CFO typically requires proof of return on investment (ROI), whereas a startup founder seeks quick and affordable solutions.

3. Build Sequences Based on Buyer Psychology

If you’re creating generic sequences, let me tell you they don’t work anymore. As cold emailing evolves, you need to create sequences based on the emotional and rational triggers of your prospects. On top of that, you even need to write your message copy accordingly.

If you want your outreach to be effective, you need to create sequences tailored to where your prospects are in their journey, whether they’re just becoming aware, exploring solutions, or ready to make a decision. Your message should build trust and move them forward at each stage.

Example: In the decision stage, show an example of how a similar company achieved measurable results using your solution.

4. Choose a Multichannel Mix

You don’t have to rely only on emails now. I’ve seen better results via multi-outreach using a combination of calls, LinkedIn, and even SMS. It enables your outreach campaigns to yield better results, and you can expect a positive ROI. 

Multichannel outreach is a powerful way because it aligns with how your prospects prefer to communicate. Based on that, you stay in touch with them across multiple touchpoints.

Example: Day 1: Email. Day 3: LinkedIn touch. Day 5: Voicemail or SMS follow-up.

5. Map Your Sequence Day-Wise

If you’re sending cold emails or messages every single day without pause, you’re spamming your prospects. That kind of frequency can quickly frustrate them. Instead, spacing out your messages helps you stay on their radar without being annoying.

Why? A properly defined sequence feels intentional and connected with previous messages. It doesn’t sound robotic and spammy to the prospects.

Example:

• Day 1: Intro email.
• Day 3: Follow-up with social proof.
• Day 6: Phone call or LinkedIn.
• Day 10: Offer a demo.
• Day 14: Close-the-loop email.

6. Personalize Your Cold Messages at Scale

You need to go beyond first-name personalization, as that’s now considered generic. Your personalization in cold emails should address specific pain points, company events, or industry trends to make each email feel handcrafted, even if it’s automated.

Why? Personalization is important in increasing open and click rates for your campaign.

Example: “Hi [Name], I saw [Company] just raised funding—congrats! We’ve helped similar teams streamline onboarding post-growth.”

7. Write Variations of Your Cold Message Pitch

Writing the same follow-up message in the same style might work for you, but it might not every time. The reason is that repetition kills engagement. Each message should bring new value, new angles, and a fresh tone.

Why? You must have a variety of messages that help you to gain the attention of your prospect and identify what resonates the best.

Example:

• Email 1: Customer success story.
• Email 2: Pain Point + Quick Fix.
• Email 3: Free Resource or Strategy Call Invitation.

8. Use Strategic Gaps, Not Robotic Cadence

Your follow-ups should be proper and connect to your prospects. If your follow-ups still look robotic, then you’re doing it all wrong. Instead, you must use smart delays based on prospect actions, such as opens, clicks, or replies. Saleshandy’s Subsequences help automate this logic.

Why? Sending follow-ups and getting replies is all about the timing, based on behavior, which improves reply rates and avoids spamming uninterested leads.

Example: The prospect clicks your demo link → triggers a Subsequence that sends a follow-up email the next day and a reminder on Day 3.

9. Turn Your Sequence into a Story

If your cold email sequence still appears as a random collection of messages that aren’t connected, you won’t achieve results. Instead of disjointed pitches, build a narrative across your sequence. Create cold emails that begin with the prospect’s challenge and conclude with your solution.

Why? Writing cold emails that are like storytelling builds a connection and makes your value memorable.

Example:

• Email 1: “Struggling to scale outreach?”
• Email 2: “How [Client] solved it in 30 days.”
• Email 3: “Want similar results? Let’s talk.”

10. Keep Subject Lines Short and  Engaging

Everybody talks about subject lines, either saying to keep it concise, connecting, or powerful. Honestly, subject lines still matter. If your subject lines don’t generate a spark or interest, there is a high chance that your email will be avoided. 

Why? Your subject line must generate curiosity and play a vital role in improving open rates, especially on mobile devices.

Example: 

• [First Name], is [Company] hiring faster than your systems can handle?
• How [Job Title]s at companies like [Company] are saving 10+ hours/week
• A quick idea to help [Company] cut onboarding time by 30%

If you want more subject lines like above, read this blog to get 200+ examples of subject lines.

11. Leverage AI, But Keep It Human

AI can save you time, offer smarter ideas, and help scale your outreach—but only if you use it the right way. At the same time, you need to keep the human touch in your message copy and throughout your outreach process.

Why? Because trust is built from sounding natural and real, and AI is just a tool that helps you to scale your work with authenticity.

Example: Let AI write the skeleton email, then you add: “Saw your team at SaaStr—great session on GTM!”

Let’s now understand the top sales sequence software that helps you set up automated sequences.

Best Sales Sequence Software for Automation in 2025

In this section, let’s now understand the top sales sequence software that helps you automate your outreach process.

1. Saleshandy (Recommended)

If you’re running cold outreach at scale, whether as a startup, sales team, or lead gen agency, Saleshandy covers everything you need.

It’s built to manage your entire cold outreach workflow, from prospecting to follow-ups, across multiple clients and inboxes, without complexity or high costs.

What makes Saleshandy stand out?

• Easy personalization and automation that scales with you
• Built-in email verification to protect your sender reputation
• Subsequences that adapt your follow-ups based on prospect behavior

Instead of sending the same message to everyone, you can:

• Send one follow-up if a prospect opens your email
• Another if they click a link
• And a different one if they don’t engage at all

That means every follow-up is relevant and timely, not just another generic email. Saleshandy keeps your outreach quick, result-driven, and easy.

Whether you’re sending 50 emails or 5,000, Saleshandy helps you:

• Send highly personalized & logic-based sequences
• Keep emails out of spam folders with smart deliverability tools
• Find verified leads using its built-in B2B database
• And manage unlimited clients and email accounts, all from one place

If you’re looking for a cold email platform that helps you scale without losing control, Saleshandy is worth a serious look.

2. Lemlist

Lemlist is a cold outreach platform that allows you to connect with prospects with emails, LinkedIn, and phone calls, everything from one platform.

The platform is useful for teams that want to run multichannel campaigns, rather than relying solely on the email channel. By using it, you can personalize your cold email copy using images, video, and dynamic text.

Additionally, Lemlist provides a built-in lead database, email verification, and AI tools to help you write personalized and human-like copy. Not only this, but it also allows integration with Hubspot and other platforms. 

However, Lemlist is on the higher side when it comes to pricing. Many important features, such as LinkedIn automation, email warm-up, and A/B testing, are only available in the more expensive plans. It can also get costly for teams and agencies, as you have to pay for each user and client workspace.

If you’re looking for a tool that combines email, LinkedIn, and calls with personalization and a lead database, Lemlist is worth considering. 

3. Apollo

Apollo.io is another popular software for its accurate database and email outreach features. The platform even offers multichannel outreach to help you reach your prospects using cold emails, calls, and LinkedIn outreach.

By using it, you can create sales sequences, personalize emails with its AI feature, and even run A/B tests for your requirements. In short, Apollo.io is an all-in-one tool that combines prospecting and outreach in one place.

That being said, the platform has a learning curve, and it doesn’t include key deliverability features like Saleshandy. Apart from that, if you are a small agency or mid-size business, you might feel its pricing a bit costlier for your requirements compared to the features it offers.

Still, if you want a platform that combines strong data with multi-touch outreach, Apollo.io is worth exploring, as long as the cost and setup work for you.

4. Outreach

Outreach is designed for large teams that require multichannel outreach and complete campaign control in one place. The tool provides everything you need, from cold emailing to forecasting and even coaching your reps. 

Here’s what you can do with Outreach:

• Build automated multichannel sequences
• Personalize cold emails using AI
• Track opens, replies, and link clicks
• Help your reps follow up at the right time

That said, there are a few trade-offs:

• No built-in email warm-up, which can be a challenge for new senders
• Pricing isn’t listed publicly and is considered expensive by many users

If you’re part of a small team or startup, it might stretch your budget. However, for mid-size to enterprise sales teams with a complex workflow, Outreach can be a powerful fit if it aligns with your requirements.

Sales Sequence Templates for 2025

In this section, I’ve given you ready-to-use templates for a sales sequence. Scroll down, understand, and start using these templates, organized in three main channels: cold emailing only, LinkedIn only, and multiple outreach. 

Method 1: Sales Sequence Using Only Emails

Follow this entire sequence of cold email templates to get started with getting leads. 

Template 1: Intro Email (Cold Outreach)

Problem-Solution Pitch

Subject:
[First Name], quick idea to help [Company Name] with [pain point]

Hi [First Name],

I came across [Company Name] and noticed you're [something specific about their role, industry, or recent initiative]. Thought I'd reach out.

We help companies like [Their Company] [solve specific pain points] without [common frustration]. For example, we recently helped [similar company] boost [metric] by [X]% in [timeframe].

Would it make sense to share a quick idea on how you could [achieve the result] as well?

Happy to keep it short—just let me know.

Best,
  [Your Name]
  [Your Company]

Template 2: Follow-Up Email 1 – Quick Check-In

Problem-Solution Pitch

Subject:
[First Name], 10 mins to explore [relevant result or solution]?

Hi [First Name],

Just wanted to follow up in case my earlier note got buried.

I genuinely think we can help you [achieve X goal or eliminate Y pain], especially since you're focused on [relevant priority or industry trend].

Would it be worth chatting for 10 mins this week or next?

Let me know what works best, or feel free to point me to the right person.

Thanks,
  [Your Name]

Template 3: Follow-Up Email 2 – Share a Helpful Resource

Problem-Solution Pitch

Subject:
[First Name], a quick resource for [solving pain point]

Hi [First Name],

No worries if now’s not the right time.

In the meantime, here’s something that’s helped others in [their industry or role]:
[Insert link to blog post, case study, template, or free tool]

It covers how to [solve a relevant problem] in a simple way. Figured it could be useful whether or not we chat.

If you're open to it, I’d still love to share a few ideas tailored to [Company Name].

Cheers,
  [Your Name]

Template 4: Follow-Up Email 3 – Breakup Email

Problem-Solution Pitch

Subject:
Final check-in — worth a quick idea for [Company Name]?

Hey [First Name],

Totally understand if now isn’t the right time or if this isn’t a priority.

I just wanted to check in one last time; should I close the loop here?

If you’re still curious about [quick one-line pitch of benefit], I’d be happy to share a custom idea.

Either way, I appreciate your time!

Best,
  [Your Name]

Template 5: Follow-Up Email 4 – Reconnect with Social Proof

Problem-Solution Pitch

Subject:
Quick win we helped [industry/company] achieve — worth a look?

Hi [First Name],

Hope all’s well! Wanted to circle back as we’ve recently worked with a few teams similar to yours at [insert name-drop or industry].

They were facing [pain point] and found [your product/service] helped them [quick win/result].

If this is back on your radar, I'd be happy to reconnect.

Would a brief 10-minute chat be suitable?

Best regards,
  [Your Name]

Method 2: Sales Sequence Using Only LinkedIn

LinkedIn Email Template 1

Let’s Connect

Hey [ First Name ], 
I noticed your expertise in the [industry/skill] field. Given what I’ve seen around the [pain point], I believe we've valuable perspectives to share. Let’s connect!

LinkedIn Email Template 2

Thanks for Accepting the Connection Request

Hey [ First Name ], 
Thanks for accepting, [First Name]. Quick question—how critical is [pain point or goal] for your team right now? I’ve helped others in [industry] overcome this and would be happy to share what’s worked.

LinkedIn Email Template 3

Sharing a Helpful Resource With Connection

Hey [ First Name ], 
I wanted to pass along a case study where [similar company] improved [metric] by [X%] using a simple approach. Here’s the link: [insert]. Let me know if you want to discuss how this might apply at [Company].

LinkedIn Email Template 4

A Follow-Up Email With Prospect

Hey [ First Name ], 
Just following up—does [pain point or topic] remain a priority for your team? I have a few tailored ideas that could save you [time/money/resources]. Let me know if you’d like to hear them.

LinkedIn Email Template 5

A Follow-Up Email With Prospect

Hey [ First Name ], 
We’re organizing an exclusive roundtable with [industry] leaders focused on [challenge]. It’s informal and practical—would you be interested in joining?

Method 3: Multichannel Sales Outreach Sequence with Subsequences

Step 1 – Email (Day 1)

Quick Question Email

Subject:
Quick question about [Prospect’s Company]

Hi [First Name],

I’ve been researching companies in [Prospect’s Industry], and [Prospect’s Company] caught my attention because of [personalized reason —recent growth, product launch].

We help businesses like yours improve [specific pain points like sales outreach, lead generation, customer engagement] by [brief value proposition].

Would you be open to a quick call next week to explore if this might be helpful for you?

Best,
[Your Name]
[Your Company]

If no reply, follow up gently to remind them. If they open but don’t reply, trigger a value-adding sequence.

Subsequence A — Value-Add (If email opened but no reply within 3 days)

Resource Sharing Email

Subject:
Here’s something useful for [Prospect’s Company]

Hi [First Name],

I noticed you had a chance to check my last email, so I wanted to share a quick resource that’s helped similar companies tackle [pain point]:
[Link to case study/blog post/whitepaper]

If you think this is relevant, I’d be happy to discuss how it could apply to [Prospect’s Company].

Best,
[Your Name]

Step 2 – LinkedIn Connection Request (Day 2)

LinkedIn Connection Note

Hey [ First Name ], 
I sent you a quick note via email and wanted to connect here as well. Would love to share something useful for [Company Name].

Step 3 – LinkedIn Message (after connection accepted)

LinkedIn Follow-Up Message

Hey [ First Name ], 
Thanks for connecting! I wanted to share how we helped [Similar Company] increase [key metric] by [percentage]. Would you be interested in a brief chat to explore if this could work for [Prospect’s Company]?

Step 4 – Follow-Up Email (Day 5)

Follow-Up Email

Subject:
Helping [Prospect’s Company] achieve [desired outcome]

Hi [First Name],

Just wanted to follow up on my last email. We recently helped [Similar Company] increase their [metric — e.g., qualified leads by 30%] within 3 months using [your solution].

If you’re interested, I can share how we did it.

Would next Tuesday or Thursday work for a quick chat?

Best regards,
[Your Name]

Subsequence B — Positive Response (If the prospect replies interested here or earlier)

Qualifying and Scheduling Call Email

Subject:
Great to hear from you, [First Name]!

Hi [First Name],

Thanks for your interest! To make the most of our time, could you share a bit about your current process for [relevant pain point]?

Also, here’s a link to my calendar — feel free to pick a time that works best: [Calendar Link]

Looking forward to our conversation!

Best,
[Your Name]

Step 5 – Phone Call + Voicemail (Day 6 or 7)

Follow-up Message

Hey [ First Name ], 
this is [Your Name] from [Your Company]. Just reaching out after my email and LinkedIn message—I wanted to quickly share an idea that could help [Company Name] with [problem/goal]. 
No rush, feel free to text or email back when you get a chance. Thanks!

Step 6 – Final Email (Day 9)

Last Call Email

Subject:
Quick call to explore next steps?

Hi [First Name],

I wanted to check in one last time. We’re offering a free [audit/demo/consultation] for companies like [Prospect’s Company] to help improve [goal].

Does [date/time options] work for a quick call?

If now isn’t the right time, just let me know, and I won’t bother you again.

Thanks for your time!
[Your Name]

Wrapping Up: Mastering Sales Sequences Using Saleshandy

By now, you know what a sales sequence is, how to build one the right way, and which tools can help. We’ve even shared ready-to-use templates to make things easy for you.

However, if you’re still unsure where to start, Saleshandy makes it easy.

With Saleshandy, you can:

• Send cold email sequences without a manual process
• Set up targeted follow-ups based on how prospects engage
• Track the performance of every email you send

Whether you’re aiming to:

• Book meetings
• Nurture and qualify leads
• Build relationships over time

Saleshandy supports you at every step, without adding complexity. Sign up on Saleshandy today.

FAQs About Sales Sequences

1. How many follow-up emails should I send in a sales sequence?

Send 3 to 5 follow-up emails after your initial outreach. This keeps you persistent without overwhelming the prospect. Each follow-up should add value—share insights, solve a pain point, or offer a useful resource. End with a polite breakup email if there’s no response.

2. What is the best timing between sales outreach steps?

Keep a 2 to 4-day gap between steps to stay top of mind without being too aggressive. A typical flow could be: Day 1 (email), Day 3 (follow-up), Day 6 (call/LinkedIn), Day 9 (email), Day 12–15 (breakup email).

3. Should I use email, phone, or LinkedIn for sales outreach?

Use all three channels—email for structured messages, phone for direct contact, and LinkedIn for building visibility. A multi-channel approach increases your chances of reaching the prospect through their preferred medium.

4. What should I say in a breakup email for sales?

Keep it short and respectful. Let them know you’re closing the loop but open to future conversations. Example: “I haven’t heard back, so I’ll pause outreach. Feel free to reach out if timing changes.”

5. How many steps are too many in a sales cadence?

A good cadence has 6 to 10 steps over 2–3 weeks. More than that can feel excessive unless highly personalized. Each step should have a purpose. If engagement is low, focus on value, not volume.

6. When should I switch channels in my sales sequence?

Switch channels after 1–2 emails with no reply, or if another touchpoint (like LinkedIn or a call) may be more effective. Don’t wait too long—using multiple channels early often leads to better engagement