A message sequence is the series of touchpoints that make up your campaign. Each sequence step is a single message sent to prospects at scheduled intervals, designed to build engagement progressively.
Sequence Steps: Each step in your sequence is a single touchpoint:
Step 1: Usually a LinkedIn connection request or first email
Step 2: Follow-up message after a delay
Step 3: Another follow-up with new angle or information
Steps 4-7+: Continued follow-ups with varying approaches
Delays Between Steps: Delays are the time gaps between messages. Standard delays:
After connection request: 2-4 days before first LinkedIn message (wait for acceptance)
Between emails: 3-5 days typically
Between LinkedIn messages: 3-7 days typically
After final message: Sequence ends
Channel Mixing (Multi-Channel Sequences): Multi-channel sequences alternate between LinkedIn and email:
Step 1: LinkedIn connection request
Step 2: LinkedIn message (if accepted) or email
Step 3: Email
Step 4: LinkedIn message
Step 5: Email
And so on...
This provides variety and reaches prospects on different platforms.
Important LinkedIn Sequence Logic:
When your sequence includes a LinkedIn connection request followed by a LinkedIn message:
If Connection Request is Accepted:
LinkedIn message sends as scheduled
Sequence proceeds normally
If Connection Request is NOT Accepted:
Eve waits up to 4 days, checking daily for acceptance
Each day, Eve checks if the request was accepted
If accepted during the 4-day wait, the LinkedIn message sends
If NOT accepted after 4 days, Eve skips the LinkedIn message step
Sequence proceeds to the next step (typically email)
If the prospect accepts the connection request later (after day 4), the skipped LinkedIn message will be sent at that time
Example:
Day 1: Connection request sent
Day 2: Not accepted yet, Eve waits
Day 3: Not accepted yet, Eve waits
Day 4: Not accepted yet, Eve waits
Day 5: Still not accepted, Eve skips LinkedIn message and moves to Step 3 (email)
Day 10: Prospect accepts connection request, Eve sends the previously skipped LinkedIn message
This logic ensures you don't get stuck waiting indefinitely for connections that may never accept.
In the Campaign Editor, you can fully customize your sequence:
Adding Steps:
Click "+ Add Step" between existing steps or at the end
Choose step type: Email, LinkedIn Message, LinkedIn Connection Request, or LinkedIn InMail
Eve generates a new message, or write one manually
Set the delay before this step
Save
Removing Steps:
Click on the step you want to remove
Click the trash/delete icon
Confirm deletion
Subsequent steps renumber automatically
Reordering Steps:
Click and drag steps to reorder (if drag-and-drop is available)
Or delete and re-add steps in desired order
Editing Message Content:
Click on any message step
Edit the message text
Add or modify personalization variables
Adjust call-to-action
Save changes
Adjusting Delays:
Click on the delay indicator between steps
Adjust the number of days
Save
Delays affect when the message sends relative to the previous step.
If you want to completely remake your sequence:
Click "Go-to-Market Strategy" in the Campaign Editor
Adjust tone, pain points, outcomes, or custom instructions
Click "Regenerate Campaign"
Warning: This replaces ALL messages in the sequence. Any manual edits will be lost. Only regenerate when you want an entirely fresh approach.
Alternative: Edit individual messages manually rather than regenerating the entire sequence.
Before launching to hundreds of prospects:
Preview Individual Messages:
Select a prospect from your lead list
Preview their specific sequence
Verify personalization looks correct
Check for any errors or awkward phrasing
Send Test Messages:
Press send test email which will email your connected domain with a test email.
Q: How many steps should my sequence have? A: For most B2B sales, 5-7 steps is optimal. This provides enough touchpoints to generate responses without overwhelming prospects. Shorter sequences (3-5 steps) work for warm outreach or highly targeted campaigns. Longer sequences (7-10 steps) are best for enterprise sales or complex solutions. Start with 5-7 and adjust based on response patterns.
Q: Should I send more LinkedIn messages or more emails? A: For multi-channel, balance is best. A typical 7-step sequence might include:
2-3 LinkedIn touchpoints (connection + 1 message)
2-4 email touchpoints This ratio works because email has higher capacity and LinkedIn can feel more invasive with too many messages. Adjust based on your audience's platform preference.
Q: What if someone replies in the middle of the sequence? A: Eve automatically detects replies and stops the sequence for that prospect. No further automated messages are sent once a conversation has started. This prevents awkward continued automation after human engagement. You'll see the reply in your campaign dashboard and can respond manually.
Q: Should I include a meeting link in every message? A: No. Including calendar links in every message can feel too sales-y. Best practice:
Message 1-2: Focus on relevance and value, no meeting link
Message 3-4: Introduce meeting link naturally ("Happy to share details on a quick call")
Message 5+: Include meeting link more directly ("Here's my calendar if you'd like to chat")
Progressive CTA intensity throughout the sequence.
Q: Can I use different sequences for different segments in the same campaign? A: No. Each campaign has one sequence applied to all prospects in that campaign. If you want different sequences for different segments, create separate campaigns. For example, one campaign for CFOs and another for CIOs, each with persona-specific sequences.
Q: What if a prospect doesn't accept my LinkedIn connection request? A: Eve waits 4 days, checking daily for acceptance. If not accepted after 4 days, Eve skips LinkedIn-specific steps and proceeds with email steps (if multi-channel). If LinkedIn-only campaign, the sequence ends or skips to the next LinkedIn step. If they accept later, skipped messages are sent.
Q: Can I add delay variation so not everyone gets messages on the same day? A: Delays are consistent per step, but prospects enter the sequence at different times, naturally distributing when messages send. If you add 50 leads on Monday and 50 on Wednesday, their messages will be distributed throughout the week even with identical delays. This prevents overwhelming your response capacity.
