Sequences

A sequence is the campaign itself: who it goes to, what gets sent, on which channel, in what order, and how long it waits between touches.

Build one from Campaigns.

Campaign setup

A campaign is exactly one list, one piece of content, and one sequence:

1. A list. Leads from Lead Finder or your own import. See Lead data.
2. Content. The video, deck or landing page recipients receive. See Sales content.
3. A sequence. The messages themselves, in order, with delays between them, going out from the sending accounts you assign.

One of each, which is why reaching a different audience with the same sequence means a second campaign rather than a setting. See Campaign.

Steps and channels

Each step is a message on a channel, with a delay before it fires. MailMoo supports email and social sending, and a single sequence can mix both.

Mixing channels is usually more effective than repeating one, because a second touch on a different channel reads as persistence rather than as a louder version of the message that was already ignored.

Steps run in order per lead, not per campaign. Two leads added on different days sit at different points in the same sequence, which is why a running campaign shows a spread of progress rather than everyone moving together.

A structure that works for most campaigns:

Three to four steps is the sweet spot. Beyond that, additional steps mostly generate annoyance rather than replies.

Step reference

Every step you can add in the sequence builder, grouped as the builder groups them. Conditions and filters split the sequence into a Yes and a No branch, so each branch can continue with its own steps.

Social sending

Email

Conditions

Utilities

Senders

Sending accounts are connected in Settings, and a campaign draws from the accounts you assign to it.

Spreading a campaign across several sending accounts lets you reach more people without pushing any single account past a healthy volume. Each account keeps its own limits and its own reputation.

Sending limits

MailMoo enforces per-account daily limits and paces sends across the day rather than firing everything at once.

This is deliberate, and it is worth not fighting:

• New accounts start low. A fresh account has no sending history, and volume from it looks like spam. Limits rise as the account establishes a pattern.
• Bursts look automated. Spreading sends across working hours looks like a person; five hundred messages at 09:00 does not.
• The constraint is reputation, not throughput. An account that lands in spam sends nothing useful at any volume.

Trying another person at the same company

Sequence configuration can optionally try known people at a company one at a time. MailMoo starts with the lead most likely to reply. If that sequence ends without ever reaching the person, it can continue with the next best lead from the same company.

This setting only uses people already in the campaign. It does not source new contacts. A reply, a delivered message without a reply, or a manual stop ends the relay for that company. Use Maximum people per company to cap the total number of attempts.

Bringing in a colleague

The Enroll New from Company step adds one more person from the lead's company to the same campaign, where they start the sequence from the first step. Unlike the relay above, it can find people who are not in your workspace yet.

Each time a lead reaches the step:

1. Your CRM first. Someone already known at the company, with a current role in one of the chosen capacities, is picked at no cost. Founders come first, then the most senior.
2. Then the professional network, if Find colleagues automatically is on. At companies with 1,000 or more employees, MailMoo looks for decision makers first (founders, chief officers, VPs, heads of and directors), because a general sample of a large company rarely includes them. Smaller companies get a general search, so a title filter never hides the few people who work there. This runs once per company per campaign.
3. A profile check before enrolling. With Minimum connections set (100 by default), the colleague's profile is checked. Anyone with fewer connections, or who no longer works at the company, is skipped and the next candidate is tried. What the check finds, such as connections, followers and headline, is saved to the person.

The step stops adding people once Maximum people from this company is reached, or as soon as anyone at the company replies or moves into a conversation. The step's log shows who was enrolled, and who was skipped and why.

Filtering by fit and connections

The Filter by ICP score step sends leads down a Yes or No branch by their ICP score, so the rest of the sequence only reaches people who fit.

It can also require a minimum number of connections (100, 250, 500 or 1,000). Profiles with very few connections are often inactive or poor fits, and filtering them out keeps sending volume for people likely to answer. A lead goes down Yes only when both the score and the connection count pass.

The count is read from the lead's stored profile, so the check costs nothing. Not every lead has one, so When connections are unknown decides where those leads go. Continuing to Yes is recommended: it removes the profiles known to be small without dropping everyone who has not been looked up.

Checking for earlier conversations

The Has Engaged step sends leads down Yes or No depending on their history with the sender assigned to them. It is most useful when you run a list again: put it first, and people you have already talked to can get a different follow-up from people hearing from you for the first time.

It can check one of two things:

• Has replied at least once. Choose whether a social reply, an email reply or either one counts, and how far back to look: any time, or the last 30, 90, 180 or 365 days. Replies from other campaigns count, as long as they were to the same sender. Social conversations from before the lead was added to MailMoo are found too.
• Has read the latest social message from the sender. This relies on read receipts, so leads who have turned them off go down No.

Only the conversation with the lead's own sender is checked, not other people in your workspace. For email, that is the inbox the lead was assigned, or any of the sender's inboxes if nothing has been sent yet.

Launching and monitoring

Once the campaign is live, replies land in the Inbox and leads move through stages in the CRM.

Give a campaign a few days before drawing conclusions. Reply rates on the first morning tell you very little. When you do change something, change one thing at a time so you can attribute the difference.