A sequence is the series of emails a lead receives — the first email plus any follow-ups.
Step 1: Create your campaign
Click Campaigns in the left sidebar.
Click Add Campaign.
Give the campaign a name.
Step 2: Add your leads
Open the campaign's Leads tab and click Add Leads. You can bring leads in from several sources:
Source | What it does |
Upload CSV | Upload a spreadsheet of leads and map its columns (see below) |
Lead Explorer | Pull in leads from a Lead Explorer list you've already saved |
Manually Enter Leads | Type or paste leads in directly — quick for a handful of contacts |
Import from Salesforce | Sync leads from a Salesforce list (connect Salesforce first) |
Import from HubSpot | Sync leads from a HubSpot list (connect HubSpot first) |
Salesforce and HubSpot are connected under Settings → Integrations.
Uploading a CSV
Choose Upload CSV and select your file. Your CSV must include an Email column — it's the only required field.
To get the format right, click Download template — it comes with the recognised headers: FirstName, LastName, Email, Title, LeadsBio, CompanyName, PhoneNumber, Country.
On the Map Your Columns step, match each column in your file to a field. For every column you can:
Map it to a standard field (Email, First Name, Last Name, Company Name, Phone Number, Country, Title, Leads Bio)
Map it to a Custom field — which becomes a personalization variable you can use in your emails as
{{yourColumn}}Choose Don't import (skip) to leave that column out
Confirm the mapping to finish the upload. Larger files finish processing on the server.
Tip — LeadsBio powers AI personalization. If you include a LeadsBio column (a short note about each lead), the AI personalization feature uses it to write a more tailored email per lead. Custom columns you map become per-lead merge variables — the real way to personalize at scale. See How to Use Personalization & Variables.
You can also push leads into a campaign directly from Lead Explorer — see How to Send Leads to Your Campaigns in the Lead Explorer collection.
Step 3: Write your first email
Open the Templates tab and write your first step:
Subject line — keep it short, lowercase, and specific. Subject lines that look like a normal colleague's email outperform marketing copy.
Body — keep it under 150 words. One clear ask.
Step 4: Add personalization
Insert variables using the variable picker in the editor. The most common ones are:
{{firstName}}{{lastName}}{{companyName}}{{signature}}{{unsubscribe}}
Important: variable names are case-sensitive and camelCase. {{firstName}} works; {{first_name}} does not — it will be sent to your prospect as literal {{first_name}} text. Always insert variables using the picker rather than typing them by hand.
See How to Use Personalization & Variables for the full list.
Step 5: Add follow-up steps
Click Add Step to add another email to the sequence, then set how many days after the previous step it should send.
Every step is an email step — there's no separate step type to choose.
Step 6: Configure and launch
Set your sending accounts, schedule, and settings, then start the campaign.
A recommended structure
A four-email sequence over two weeks works well for most B2B outreach:
Step | Timing | Purpose |
1 | Day 0 | The core pitch — short, specific, one ask |
2 | Day 3 | A different angle on the same problem |
3 | Day 7 | Social proof — a result you got for someone similar |
4 | Day 14 | A short, polite break-up email |
Other options worth knowing
Send Message as Thread — sends follow-ups in the same email thread, keeping the original subject line
A/B variants — test two versions of a step (see How A/B Testing Works)
AI Personalization — generate a unique email per lead (see AI-Personalized Emails & Credit Costs)