> For the complete documentation index, see [llms.txt](https://docs.11x.ai/llms.txt).
> Use it to discover all available pages before exploring further.

# 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](/alice/playbooks) 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.

<Callout kind="tip">
**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.
</Callout>

## Channels

| Channel | Use it for | Watch out for |
| --- | --- | --- |
| **Email** | The backbone of nearly every sequence | Requires domain authentication first |
| **LinkedIn** | 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 |
| **WhatsApp** | Common in EMEA, LATAM, and APAC markets | Regional expectations vary |

<Callout kind="alert">
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](https://www.11x.ai/legal/autodial-terms).
</Callout>

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.

<Steps>
  <Step title="Lead with your strongest channel" icon="target">
    For most B2B, that's email. Open where you have the best research-to-message fit.
  </Step>
  <Step title="Give research time to matter" icon="clock">
    Longer gaps with better personalization generally beat tight cadences with thin personalization.
  </Step>
  <Step title="Change channel, not just message" icon="shuffle">
    A second channel is a genuinely new attempt. A fourth email is mostly noise.
  </Step>
  <Step title="Escalate intrusiveness gradually" icon="trending-up">
    Email, then LinkedIn, then phone or SMS. Not the reverse.
  </Step>
  <Step title="Decide the end explicitly" icon="flag">
    A sequence needs a defined end, after which the prospect moves to nurture rather than repeating.
  </Step>
</Steps>

## 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. |

<Callout kind="alert">
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.
</Callout>

## Review before launch

<Steps>
  <Step title="Read the drafted messages for 15–20 prospects" icon="eye">
    Every step, not just the first. Later steps are where quality most often drops.
  </Step>
  <Step title="Check the sequence reads as one conversation" icon="message-square">
    Step three should acknowledge that steps one and two happened.
  </Step>
  <Step title="Test the reply exit" icon="flask-conical">
    Reply to a test prospect and confirm the sequence stops.
  </Step>
  <Step title="Launch below target volume" icon="rocket">
    Confirm deliverability and reply quality hold before scaling. Mandatory on a new domain — see [warm up a new domain](/help-center/deliverability/warm-up-a-new-domain).
  </Step>
</Steps>

## Frequently Asked Questions

<Expandable title="Why do prospects still receive steps after replying?">
The reply exit condition isn't set, or is set on some steps and not others. Check every step, and test it live rather than trusting the configuration screen.
</Expandable>

<Expandable title="Why do later sequence steps read worse than the first?">
Later steps have less new research to draw on. Add directives that give each step a distinct angle, or shorten the sequence — see [deep research](/alice/deep-research).
</Expandable>

<Expandable title="Why does reply rate collapse after step two?">
Usually cadence, not copy: the gap is too short and the steps read as one person sending repeatedly. Lengthen delays and change channel.
</Expandable>

<Expandable title="Why did deliverability degrade after launching a new sequence?">
Volume ramped too fast, or the segment is too broad and generating complaints. Reduce volume and tighten targeting — see [why emails go to spam](/help-center/deliverability/why-emails-go-to-spam).
</Expandable>

<Expandable title="Why was a prospect contacted by two sequences at once?">
Add an exclusion for prospects active in another play. Overlapping plays are the usual cause.
</Expandable>

<Expandable title="Why do LinkedIn steps read like emails?">
Confirm the channel is set on that step. Formatting adapts to the channel Alice knows about — see [AI personalization](/alice/ai-personalization).
</Expandable>

## Next steps

<Columns cols={2}>
  <Card title="Smart replies" icon="message-square" href="/alice/smart-replies" horizontal>
    What happens when they respond.
  </Card>
  <Card title="AI personalization" icon="pen-line" href="/alice/ai-personalization" horizontal>
    How each step gets written.
  </Card>
  <Card title="Playbooks and ABM plays" icon="book-open" href="/alice/playbooks" horizontal>
    The strategy the sequence executes.
  </Card>
  <Card title="Deliverability" icon="shield" href="/help-center/deliverability/why-emails-go-to-spam" horizontal>
    Protect inbox placement as you scale.
  </Card>
</Columns>