Sales sequences can be a mess—too many emails, not enough replies, and let’s be honest, most tools overcomplicate things. If you’re trying to build multi-touch sales sequences that actually get responses (and not unsubscribes), this guide is for you. We’ll focus on how to do it right in Trellus, but most of these tips work anywhere. Whether you’re new to multi-touch or you’ve been burned by clunky CRMs before, you’ll find straightforward advice here.
Why Multi-Touch Sequences Matter (But Only If You Do Them Right)
It’s no secret: single cold emails rarely work. People are busy, inboxes are overloaded, and it takes multiple touches—across different channels—to get noticed. But more isn’t always better. If your sequence is just “email blast, email blast, phone call, LinkedIn pitch,” you’re probably getting ignored.
Good multi-touch sequences feel personal, are spaced out, and use the right channels at the right times. The goal isn’t to annoy people—it’s to start a real conversation.
Step 1: Get Clear on Your Sequence Goals
Before you build anything in Trellus, ask: what do you actually want your sequence to do? Not all sequences are about booking a meeting. Yours might be:
- Warming up cold leads who’ve never heard of you
- Re-engaging old prospects
- Nudging someone who’s already shown interest
Pro tip: If your goal is “book a demo,” make sure every touch supports that—not just the first and last.
Skip this: Blindly copying sequences from blogs or sales gurus. What works for a SaaS product might flop in manufacturing or consulting.
Step 2: Map Out Channels and Touchpoints (Before You Open Trellus)
You can build sequences in Trellus fast, but it pays off to map things out first. Grab a notepad or spreadsheet and jot down:
- How many touches? (Usually 5–8 is a good start. More than 10 and you risk being a pest.)
- Which channels? (Email, phone, social, maybe even SMS. Don’t use channels your prospects hate.)
- Timing? (Wait at least 1–2 days between touches. No one likes a daily nag.)
What works: Mixing it up. For example:
- Email (intro)
- LinkedIn connect
- Wait 2 days, then phone call
- Follow-up email
- Quick voicemail
- Social like/comment
- Final breakup email
What to ignore: Over-automation. If your sequence looks like a robot wrote it, it’s going to land in spam—or worse, get screenshotted on Twitter.
Step 3: Build Your Sequence in Trellus (Without Overcomplicating It)
Now, open Trellus and create a new sequence. Here’s what to focus on:
a. Name Your Sequence Clearly
Don’t call it “Sequence 1” or “Q2 Blast.” Use names like “Warm Inbound Demo Requests” or “Cold Outbound to Legal Firms.” You’ll thank yourself later.
b. Add Steps One Channel at a Time
Trellus lets you mix emails, calls, social touches, and tasks. For each step:
- Emails: Keep them short, specific, and conversational. Use merge fields for real personalization (not just “Hi {FirstName}”). Never use the same template twice in one sequence.
- Calls: Trellus can prompt you with call scripts, but don’t read them word-for-word. Bullet points are your friend.
- Tasks: Not every touch is digital. Add a task to check if they opened your email or to do some quick research before reaching out.
c. Set Realistic Timing
Spacing matters. Trellus makes it easy to adjust delays between steps—use at least 2 days for cold outreach. For warm leads, you can move a bit faster, but don’t drown them.
d. Use Branching Only If You Need It
Trellus supports branching logic (e.g., “If email opened, then X; if not, then Y”). Be careful: unless you have lots of data and time, branching can make sequences messy fast. For most, a simple linear sequence works just fine.
Pro tip: Test a simple sequence first. Only add complexity (like branching) once you’ve seen what works.
Step 4: Write Messages That Sound Like a Human
Here’s where most sales teams drop the ball. Your copy matters more than any fancy automation. A few honest tips:
- Cut the fluff. If you wouldn’t say it out loud, delete it.
- Get to the point in your subject line. “Quick question about [their company]” works better than “Let’s connect for a value-driven discussion.”
- Personalize, but don’t fake it. One specific comment about their business beats a “saw you’re crushing it on LinkedIn!” line.
- End with a clear, low-friction ask. “Worth a quick call next week?” is better than “Let me know your availability for a 30-minute strategy session.”
What works: Mentioning something timely (“Saw your company just launched X...”) or relevant to their role.
What doesn’t: Gimmicky openers, over-the-top flattery, or bait-and-switch subject lines.
Step 5: Set Up Tracking, But Don’t Obsess Over Vanity Metrics
Trellus tracks opens, clicks, replies, and more. Use the data, but don’t let it run your life.
- Track actual replies and booked meetings, not just opens. Open rates are inflated by spam filters and “pixel blockers” anyway.
- Look for drop-off points. If everyone ghosts you after step 2, that’s where you need to improve.
- Test one change at a time. Don’t rewrite your whole sequence every week.
Skip this: Chasing 70% open rates. Focus on real conversations, not dashboard highs.
Step 6: Review, Refine, and Don’t Be Afraid to Kill a Sequence
Even the best sequence will get stale. Every month or so:
- Pull up your Trellus stats—see which steps get replies, which get ignored.
- Ask colleagues to review your messages. Fresh eyes catch stale lines and awkward phrasing.
- Kill what isn’t working. Don’t get sentimental about a clever subject line if it drives zero replies.
Pro tip: Keep a “graveyard” folder for retired sequences. Sometimes old ideas come back in style (or can be repurposed).
A Few Things to Ignore (No Matter What the Gurus Say)
- Don’t send 15-touch sequences unless you’re selling to enterprise. Most folks tune out after 6–8.
- Don’t automate social touches if you want real engagement. People spot bots a mile away.
- Don’t pretend you’ve “been trying to reach them for weeks” if you haven’t. It’s transparent and off-putting.
Keep It Simple, Iterate, and Stay Human
Multi-touch sales sequences in Trellus aren’t magic, but they do work—if you keep things personal and simple. Focus on clarity, real value, and honest communication. Test, tweak, and don’t be afraid to start over. The best sequences are the ones you actually use, not the ones that look fancy in a screenshot.
Now, go build a sequence that gets real replies. And if it doesn’t work? Change it up. That’s how the pros do it.