***

title: Campaign Sequences
description: Learn how to create multi-step outreach sequences for your outbound campaigns.
-------------------------------------------------------------------------------------------

# Campaign Sequences

Sequences allow you to create sophisticated multi-step outreach flows. Instead of a single call attempt, you can define a series of steps with different scripts, timing, and conditions.

## Understanding Sequences

A sequence is a series of outreach steps that execute based on conditions:

```
Step 1: Initial Call
    ↓ (if no answer after 2 hours)
Step 2: Follow-up Call
    ↓ (if voicemail after 1 day)
Step 3: Final Attempt
    ↓ (if still no answer)
Sequence Complete
```

Each step can have:

* A specific script or approach
* Time delays before execution
* Conditions that trigger the next step

## Creating a Sequence

### Navigate to Sequences

1. Open your campaign
2. Go to **Settings** → **Sequences**
3. Click **New Sequence** or edit the default

### Adding Steps

For each step in your sequence:

1. Click **Add Step**
2. Configure the step settings:

| Setting       | Description                                      |
| ------------- | ------------------------------------------------ |
| **Step Name** | Descriptive name (e.g., "Initial Call")          |
| **Script**    | The agent script to use for this step            |
| **Channel**   | Voice call, SMS, or email                        |
| **Priority**  | Order of execution when multiple steps are ready |

### Setting Time Delays

Control how long to wait between steps:

| Delay Type        | Example Use Case                     |
| ----------------- | ------------------------------------ |
| **Minutes**       | Quick follow-up after a missed call  |
| **Hours**         | Same-day retry during business hours |
| **Days**          | Multi-day follow-up sequence         |
| **Business Days** | Skip weekends automatically          |

**Example Configuration:**

```yaml
Step 1: Initial Call
  - Delay: None (immediate)
  
Step 2: Same-Day Follow-up
  - Delay: 4 hours
  - Condition: No answer on Step 1
  
Step 3: Next-Day Attempt
  - Delay: 1 business day
  - Condition: Voicemail on Step 2
```

### Defining Conditions

Conditions determine when a step executes based on previous results:

| Condition              | Description                      |
| ---------------------- | -------------------------------- |
| **No Answer**          | Call was not picked up           |
| **Voicemail**          | Reached voicemail system         |
| **Busy**               | Line was busy                    |
| **Callback Requested** | Contact asked to be called later |
| **Custom Outcome**     | Any outcome you've defined       |

#### Condition Logic

Combine conditions with AND/OR logic:

* **Any of** - Step triggers if any condition is met
* **All of** - Step triggers only if all conditions are met

**Example:**

> Trigger Step 2 if: (No Answer) OR (Voicemail) AND (Not Opted Out)

## Sequence Templates

Start with pre-built templates for common scenarios:

### Appointment Reminder Sequence

```
Day -3: Initial Reminder
  "Your appointment is in 3 days..."
  
Day -1: Confirmation Call
  Condition: No confirmation from Day -3
  "Just confirming your appointment tomorrow..."
  
Day 0: Day-of Reminder
  Condition: Confirmed
  "Quick reminder: your appointment is today at..."
```

### Payment Follow-up Sequence

```
Day 1: Friendly Reminder
  "This is a courtesy call about your recent invoice..."
  
Day 7: Second Notice
  Condition: No payment received
  "Following up on invoice #..."
  
Day 14: Final Notice
  Condition: Still unpaid
  "This is an important call regarding your account..."
```

### Lead Qualification Sequence

```
Immediate: Initial Outreach
  "Hi, I'm following up on your recent inquiry..."
  
4 Hours: Same-Day Follow-up
  Condition: No answer
  
1 Day: Next-Day Attempt  
  Condition: Voicemail or No answer
  
3 Days: Final Attempt
  Condition: Still not reached
```

## Advanced Sequence Features

### Branching Logic

Create different paths based on outcomes:

```
Step 1: Initial Call
    ├── Interested → Step 2A: Schedule Demo
    ├── Not Now → Step 2B: Future Follow-up (30 days)
    └── Not Interested → End Sequence
```

### Dynamic Scripting

Use contact data to personalize each step:

```
"Hi {{first_name}}, this is {{agent_name}} calling about 
your {{product_name}} that's due for renewal on {{renewal_date}}."
```

### Escalation Triggers

Automatically escalate to human agents:

| Trigger                  | Action                   |
| ------------------------ | ------------------------ |
| Multiple failed attempts | Alert team member        |
| High-value contact       | Transfer to sales rep    |
| Complaint detected       | Route to support manager |

## Managing Sequences

### Viewing Sequence Status

For each contact, see where they are in the sequence:

* Current step
* Next scheduled step
* Time until next attempt
* History of previous steps

### Manual Intervention

Override sequence behavior for specific contacts:

* **Skip step** - Move to the next step immediately
* **Pause** - Hold the contact at current step
* **Reset** - Start the sequence over
* **Complete** - Mark as done regardless of outcome

### Sequence Analytics

Track performance at each step:

| Metric                       | Description                      |
| ---------------------------- | -------------------------------- |
| **Step Completion Rate**     | Contacts reaching each step      |
| **Conversion by Step**       | Which step has highest success   |
| **Average Time to Complete** | How long sequences take          |
| **Drop-off Points**          | Where contacts exit the sequence |

## Best Practices

### Keep Sequences Focused

Each sequence should have a single goal:

* Appointment confirmation
* Payment collection
* Lead qualification

Don't try to accomplish multiple objectives in one sequence.

### Respect Contact Fatigue

Limit total attempts to avoid annoying contacts:

* Maximum 3-5 attempts for most campaigns
* Spread attempts over appropriate time periods
* Always provide opt-out options

### Test Before Scaling

Run sequences with small groups first:

1. Test with 10-20 contacts
2. Review call recordings and outcomes
3. Adjust timing and scripts
4. Scale gradually

### Monitor and Optimize

Regularly review sequence performance:

* Identify steps with high drop-off
* A/B test different approaches
* Adjust timing based on data

## Next Steps

* [Redialing Rules](/platform/communications/outbound/redialing-rules) - Fine-tune retry behavior
* [Creating Campaigns](/platform/communications/outbound/creating-campaigns) - Apply sequences to campaigns