Email sequence

What it means

HubSpot describes its sequences tool as sending a series of targeted, timed email templates to nurture contacts over time, with optional task reminders to follow up. Each step after the first waits a set number of business days, and contacts can be unenrolled automatically when they reply or book a meeting.

In cold email, a sequence is usually an opening message and several follow-ups to the same person. Each follow-up adds a send to someone who has not answered, so a long sequence multiplies volume and the chance of a complaint. Stopping on reply, on unsubscribe and on bounce is basic hygiene.

Reply rate is measured per contact across the whole sequence.