How to Create Your First Sequence

Intro to Sequences

Sequences in Unify are automated outbound email workflows built to help you consistently engage your ideal customer profile (ICP) at scale. Instead of manually writing and sending cold emails one by one, sequences allow you to deliver structured, multi-touch messaging over time—automating the follow-up process while maintaining personalization. Once created, a sequence can be reused in outbound Plays or used to manually enroll individual contacts, giving you full flexibility to operationalize outreach.

Before you dive into the platform, it’s helpful to prepare your email content using Unify’s email template guide. This guide provides two commonly used sequence frameworks: the Website Intent Sequence, designed for anonymous website visitors showing buying signals, and the New Hire Sequence, built to reach out when a key contact joins a target account. By making a copy of the template, filling in the highlighted placeholders, and tailoring each message to your campaign, you ensure that your outreach is thoughtful, consistent, and ready to scale. This step also makes the build process inside Unify smoother since all messaging has been pre-written and reviewed.

Once your content is ready, navigate to the Sequences tab within Unify and click “New Sequence” in the upper-right corner. Give your sequence a descriptive name—such as “VP of Sales Intent Follow-up”—and click Save. From here, you’ll add each email step one at a time. For every message, click “Add Email,” paste in your subject line and body copy from your prepared draft, and review the preview panel to ensure formatting and tone look right. After each email, insert a delay using the “Add Delay” option and define the interval between sends, such as a 2-day wait before the next step.

A common structure includes an initial outreach email, a short follow-up after two days, a third touch in a new thread to reset the context, and a final reply that circles back. This cadence helps you stay top of mind across multiple channels while giving each recipient time to respond.

When your full sequence is complete, click “Publish” to activate it. Publishing the sequence doesn’t send any emails—it simply makes it available to reference inside a Play or when manually enrolling a contact. Once live, your sequence can be used in automated workflows triggered by signals like website visits or CRM field updates, or you can add contacts one by one if you’re running a manual campaign.

With your first sequence live, you’ve established one of the core building blocks of outbound automation. You now have a repeatable, structured outreach strategy that ensures no lead slips through the cracks, and you’re ready to start engaging with prospects in a more scalable and intelligent way.