Sequences
Build multi-channel Alice sequences across email, phone, LinkedIn, SMS, and WhatsApp. How to set cadence, exit conditions, and why touchpoints do not affect cost.
A sequence is the ordered set of touches a prospect receives: the channels, the order, the delay between each, and the exit conditions. Where a playbook is the strategy, the sequence is the schedule. Alice sequences are multi-channel — email, consented calling, LinkedIn, SMS, and WhatsApp can all appear in one cadence.
Touchpoints don't affect cost. Alice is priced per prospect, not per send — "whether Alice runs three touchpoints or thirty, the price stays the same." So design the cadence that converts, not the one that's cheapest. Most teams under-build sequences out of a per-send instinct that doesn't apply here.
Channels
| Channel | Use it for | Watch out for |
|---|---|---|
| The backbone of nearly every sequence | Requires domain authentication first | |
| Senior roles, and markets where email is saturated | Connection limits and platform norms | |
| Phone | High-value segments | Consent requirements — see below |
| SMS | Segments that expect it; late-sequence follow-up | Intrusive if used too early |
| Common in EMEA, LATAM, and APAC markets | Regional expectations vary |
Only enable calling where you have the consent applicable law requires. A form submission is not automatically consent to call in every jurisdiction. See the autodial terms.
Sequences can also run in the prospect's own language, across 105+ languages, on Pro and above.
Cadence
Set the order of touches and the delay between them.
Lead with your strongest channel
For most B2B, that's email. Open where you have the best research-to-message fit.
Give research time to matter
Longer gaps with better personalization generally beat tight cadences with thin personalization.
Change channel, not just message
A second channel is a genuinely new attempt. A fourth email is mostly noise.
Escalate intrusiveness gradually
Email, then LinkedIn, then phone or SMS. Not the reverse.
Decide the end explicitly
A sequence needs a defined end, after which the prospect moves to nurture rather than repeating.
Exit conditions
Set these deliberately. They are the most common source of embarrassing behaviour.
| Exit on | Why |
|---|---|
| Any reply | Non-negotiable. A prospect who replies must stop receiving sequence steps. |
| Meeting booked | The sequence has succeeded; further touches undermine it. |
| Disqualification | Out-of-profile prospects should stop, not continue. |
| Bounce | Continuing to send to a bouncing address damages sending reputation. |
| Opportunity opened on the account | A rep is now working it. |
| Opt-out | Legally required and operationally obvious. |
| Prospect entered another play | Prevents double-contact from overlapping plays. |
A prospect who keeps receiving sequence steps after replying is the fastest way to lose an account you'd already won the attention of. Verify this exit condition explicitly during testing rather than assuming it.
Review before launch
Read the drafted messages for 15–20 prospects
Every step, not just the first. Later steps are where quality most often drops.
Check the sequence reads as one conversation
Step three should acknowledge that steps one and two happened.
Test the reply exit
Reply to a test prospect and confirm the sequence stops.
Launch below target volume
Confirm deliverability and reply quality hold before scaling. Mandatory on a new domain — see warm up a new domain.