1. A campaign includes many sequences
2. A great sequence has 3 pillars :

The Structure:  the primary goal of each sequence + frequence:

• offer a digi diag
• start a conversation
• book a meeting
• validate fit

The Metrics : success metrics for the campaign

The Copy : individual sequence templates used at each step according to target profiles

KISS method : Keep It Simple Salesman

• simple email
• straight to the point
• does a good job of conveying how the offer help them

/!\ Save product features for later

1. One Mobile Screen Long => content easy to read on mobile screen
2. Simple yes/no style CTA

• don’t ask for a meeting or a demo in the very first email => overkill
• rather ask if interested
• set the context for your prospect on what can be expected if said YES => keep things nimble, interactive

1. Show social proof through mutual connection => drop names helps !