API docsAgent tools

Outreach objects

Sequences

Specification Reviewed · not yet fact-checked

In short

What is a sequence in Reply and how does it behave?

A sequence is Reply's unit of outreach execution: ordered steps, enrolled contacts, up to 100 assigned email accounts, a schedule, and settings such as Max new daily contacts and Max number of emails per day (up to 10,000). Its toggle shows six states, from green Active to blue Completed. Replies either finish the contact or sending continues.

Sequence vs Campaign. One object, two names — "campaign" is the legacy name still used in older articles and API payloads. Current product and API say Sequence; the Campaigns page explains the history.

At a glance

AspectDetail
What it isOrdered outreach steps plus enrolled contacts, assigned accounts, a schedule, and settings — Reply's unit of execution
Belongs to / ContainsContains sequence steps (Email, LinkedIn, Call, WhatsApp, SMS, Zapier, Task, Condition); enrolls contacts; sends through up to 100 email accounts; timed by a schedule
SurfacesUI · REST API · MCP
Key limitUp to 100 email accounts per sequence; Max number of emails per day configurable up to 10,000 first-step emails
LifecycleNew → Active → Paused → Archived; the toggle shows six colors, from green (Active) to blue (Completed)
Does notCopy contacts or metrics when duplicated, restore after Delete, or come back from Archived — archiving is permanent
PlansAll plans; Team Edition adds Public/Private ownership rules

Definition

A sequence is an ordered set of outreach steps plus the contacts enrolled into it, the email and LinkedIn accounts that execute it, the schedule that times it, and the settings that constrain it. "Campaign" is the former name of the same object — see Campaigns.

Purpose

The sequence is Reply's unit of execution. Everything that sends, waits, follows up, or stops happens inside a sequence: a contact is enrolled, moves through steps on a schedule, and exits when the sequence finishes, a reply arrives, or a stopping rule fires.

Relationships

RelationshipObject
ContainsSequence steps — Email, LinkedIn, Call, WhatsApp, SMS, Zapier, Task, plus Condition steps that branch the flow into Yes and No paths
EnrollsContacts, managed on the People tab with preset filters (All, Opened, Replied, Bounced, Opted Out, Calls, Clicked) and a Lead's Progress vs History view per step
Executes throughUp to 100 email accounts, assigned to contacts round-robin, and LinkedIn accounts
Timed byA schedule — sending windows, timezone, holiday calendars
Owned byThe team member who created it; in Team Edition only the Owner can change sequence settings such as email accounts or schedules
Organized inFolders on the Sequences page
Reported bySequence statistics and campaign analytics

Creation

Create a sequence from the Sequences page, duplicate an existing one, or save one as a template for reuse. Sequences can also be generated by Jason AI. Contacts are added through Import from CSV, Add from existing, or Create manually. Duplicate copies all steps, settings, and templates — but not contacts or metrics; the copy is named original name + "- Copy" and starts with the Paused status. Over the API, sequences are managed through the v3 sequences endpoints — see the API reference.

Lifecycle and states

The Sequences page filters sequences by status: New, Active, Paused, and Archived. The toggle next to each sequence starts or pauses it, and its color reports execution health — hover over it for a tooltip with details:

Toggle colorStateMeaning
GreenActiveThe sequence is running — launched, restarted, or working through its steps (planning, checking conditions, sending emails, generating tasks, executing LinkedIn actions)
GrayInactiveNewly created and not launched, paused, or archived
RedAction requiredMissing or invalid settings block the run: sending email account removed or disconnected, LinkedIn account removed, sending errors, no contacts, missing schedule, or suspension at an 8% bounce rate — see Bounce handling
OrangeIssues detected / WarningsSome contacts lack a sending email or LinkedIn account, contacts are missing required data, a provider blocked some accounts, the sequence reached a 4% bounce rate, or a voice profile is missing
YellowLimits reachedTemporarily paused by a limit: email account daily limit, active contacts limit for the billing period, sequence daily limit, LinkedIn's weekly connection-request limit, or a provider's daily sending quota
BlueCompletedAll contacts finished the sequence; no active contacts are left

Archiving requires the sequence to be Paused first. Archived sequences keep their metrics and sit in the Archived list at the bottom of the Sequences page, but the only action still available on them is deletion — you cannot unarchive a sequence. Move prospects to a separate list before archiving if you plan to reuse them.

Configuration

Settings live on the sequence's Settings tab. General settings (labels as they appear in the product):

SettingControls
Plain text sending mode (text-only)Removes HTML code, link tracking, and pictures to improve deliverability
Opens trackingAdds an open-tracking pixel; disabled by default
Link trackingTracks clicks on links; disabled by default
Enable List-Unsubscribe header for all emails from this sequenceAdds the unsubscribe header as an extra opt-out route
Max same-domain contacts per dayCaps contacts sharing one company domain contacted per day, excluding common free domains such as gmail.com and yahoo.com
Matching email providersPairs contacts with sending addresses on the same email provider
Max new daily contactsHow many new contacts start the sequence each day; new contacts wait in the Throttled state while the system prepares them for Step 1
New daily contact addition modeAdd full amount adds the full number daily regardless of the Step 1 backlog or the schedule; Add until capacity (default) only tops up to the limit and does not add contacts on days the schedule is closed
No limit on new daily contactsSkips throttling entirely — new contacts move straight into Step 1
Max number of emails per dayCap on first-step emails, up to 10,000
Delay between each email sent (seconds)Pause between individual sends; 120–180 seconds recommended, and the system adds roughly 10–15 seconds of its own

Max new daily contacts overrides Max number of emails per day: the system prepares contacts for Step 1 every day, including weekends. With Max number of emails per day at 400 and Max new daily contacts at 100, the sequence sends 100 first-step emails per day and distributes the remaining 300 across follow-up steps. The capacity snapshot for Add until capacity is recalculated once per day at UTC midnight, and blacklisted contacts on Step 1 do not consume daily slots.

Replies handling decides what a reply to a sequence email does: Mark as finished stops further follow-ups for that prospect, Continue sending emails sends the remaining sequence. A separate option, Switch contact to 'Finished' state if the last step email is sent and no reply is received, closes out unresponsive contacts. A reply to a direct email (not a sequence email) sets the Replied status but not Finished — it does not stop the contact in the sequence.

Tasks handling controls Call and Task steps: in manual mode a contact does not advance until the task is completed; in automatic mode the contact moves on after the step delay even if the task was not finished. In Team Edition Public mode, generated tasks can be assigned to the sequence owner or to each contact's owner.

Processing behavior

When active, the sequence walks each enrolled contact through the steps in order, inside the schedule's windows and daily limits. Contacts are assigned to the sequence's email accounts one by one (round-robin), and all follow-ups for a contact are sent from the same account as the first email unless that account is removed from the sequence. Condition steps route each contact into a Yes or No branch; a monitored condition is re-checked every 10 minutes for its set duration. The full selection and ordering logic is specified in Sequence execution and Mailbox selection.

Side effects

Starting a sequence schedules and sends messages, creates tasks for manual steps, updates per-contact statuses, and updates statistics. The People tab shows a counter of emails sent in the past 24 hours. Pausing stops future sends but does not retract state — see Sequence stopping.

The Sequences page reports PEOPLE, OPEN RATE, REPLY RATE (red at 0–3%, yellow at 3–10%, green above 10%), PROGRESS (the ratio of Active to Finished prospects), OWNER, and DELIVERED per sequence.

Limits

LimitValue
Email accounts per sequenceUp to 100
Max number of emails per dayUp to 10,000 first-step emails; effective sending is also bounded by each account's own daily limit
Delay between each email sentRecommended 120–180 seconds, plus roughly 10–15 seconds of system overhead
Bounce-rate thresholdsWarning at 4%, suspension at 8% — see Bounce handling

Account-level and plan-level caps stack on top — see Limits.

Deletion behavior

Delete permanently removes the sequence — there is no way to restore it. Enrolled contacts themselves are not deleted. Archive is the alternative for old sequences whose metrics you still need: pause the sequence first, then archive. Apart from deleting, no action can be performed on an archived sequence, and archiving cannot be undone.

Edge cases

  • Once a contact finishes a step, that step can no longer be changed for them in the original sequence — duplicate the sequence and move contacts over to edit completed steps or send contacts back to a completed step.
  • When moving contacts into a sequence, the Ignore step delay option applies only to the first step they are moved to; later steps follow their scheduled delays.
  • In a duplicated sequence, a follow-up step with a blank subject line sends without a subject — there is no previous email in the thread to inherit one from.
  • A reply to a direct email sets Replied but does not stop the contact — only replies to sequence emails trigger the Finished handling.
  • In Team Edition, changing a sequence's owner fails when some enrolled contacts belong to a team member who already uses them in their own sequences — remove those contacts or change their ownership first.

FAQ

Can a contact be enrolled in two sequences?

Yes. When moving contacts between sequences you can choose to keep them in both, and Team Edition explicitly supports pushing the same prospect into sequences of different team members. Cross-sequence conflicts are governed by Contact enrollment.

What happens when a prospect replies?

That depends on the Replies handling setting: Mark as finished stops further follow-ups, Continue sending emails keeps the sequence going. Replies to direct emails set Replied without stopping the contact. See Reply detection.

Does duplicating a sequence copy contacts?

No. Duplicate copies all steps, settings, and templates only; the copy is named "- Copy" and starts Paused. Move contacts over with Move to sequence on the People tab.

Why is my sequence's toggle red?

Red means action required: a sending email account was removed or disconnected, a LinkedIn account was removed, there are sending errors, the sequence has no contacts, the schedule is missing, or the sequence was suspended at an 8% bounce rate. See Why is a campaign not running?.

Can I unarchive an archived sequence?

No. Archiving is permanent — the archived sequence keeps its metrics for comparison but only deletion remains available. Move prospects to a separate list before archiving if you plan to reuse them.

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