Targeted email sequences are the backbone of account based marketing (ABM). But most people either overcomplicate the process or spray generic messages and hope something sticks. If you’re trying to get real results—actual replies, meetings, or deals—you need a process that’s focused, not flashy.
This guide is for marketers, founders, and sales folks who want to use Bricks (bricks.html) to send smarter email sequences to specific accounts—not just blast lists and cross your fingers. No fluff, no magic templates, just a clear playbook you can start using today.
Step 1: Get Clear on Your Target Accounts (Don’t Skip This)
If you’re doing ABM, your campaign is only as good as your target list. Chasing the wrong companies wastes everyone’s time, no matter how slick your emails are.
What matters: - Firmographics: Industry, company size, geography, tech stack, revenue, etc. - Intent signals: Are they hiring for roles you solve? Downloaded your content? Visited your pricing page? - Realistic fit: Do you have a reason to believe you can help them? (Be honest.)
What to ignore: - “Dream” accounts that have zero chance of needing you—don’t waste cycles.
Pro tip: Keep your initial list small, especially if you’re new to ABM. Ten well-researched accounts will teach you more than a hundred random ones.
Step 2: Map Out Your Stakeholders
You’re not just emailing a generic “info@company.com.” ABM works because you go after the right people inside each account.
How to do it: - Use LinkedIn, company websites, and tools like Apollo or ZoomInfo to find decision makers and influencers. - Typical buyer roles: VP/Director/Head of the department you help, plus a couple of “blockers” (finance, IT, etc.) - For each account, build a simple table: - Name - Title - LinkedIn URL or email - Why they care (1 sentence)
Don’t overdo it: You don’t need to map the whole org chart. Three to five key people per account is plenty to start.
Step 3: Plan Your Sequence Strategy (Before Writing)
A lot of people jump straight to writing emails. Resist that urge. Instead, outline your sequence logic:
- How many touches? (4-6 is plenty; more gets annoying fast)
- Channels: Bricks is for email, but you can supplement with LinkedIn or calls if you want
- Spacing: 2-4 days between emails is a good default
- Personalization: What, if anything, will be custom per account or contact?
- Call-to-action: Every email should have a clear, simple ask (meeting, reply, resource…)
What works: - Short sequences that don’t nag - Clear, single-topic emails (not a kitchen sink) - Building on previous emails (“Following up on what I sent Tuesday…”)
What doesn’t: - Generic sequences that could go to anyone - “Checking in” or “Just bumping this to the top of your inbox” (nobody cares)
Step 4: Write (Actually Useful) Emails
Bricks makes it easy to create multi-step sequences, but it can’t fix bad messaging. Here’s how to write emails that get replies:
The Basics
- Keep it short: 3-5 sentences, max.
- Sound like a person: Drop the marketing lingo.
- Show you did your homework: Reference something specific about the account or contact.
- Offer value or insight: Don’t just ask—they get dozens of those a week.
- End with a real question or CTA: Make it easy for them to say yes or no.
Sequence Structure
A simple 4-step sequence might look like:
- First touch: Personalized intro, quick value prop, relevant question
- Second touch: Add a case study, stat, or insight, reference your first email
- Third touch: Share a resource, offer to answer questions, keep it friendly
- Breakup/final touch: Acknowledge no response, open door for future, keep it respectful
Sample Email (for inspiration, not copy-paste)
Subject: Quick question about [pain point] at [Company Name]
Hi [Name],
Noticed your team’s [recent initiative/project] and thought you might be tackling [pain point].
We helped [similar company] cut [problem] by [X]%.
Worth a quick call to see if it’s relevant for [Company Name] this quarter?Thanks,
[Your Name]
Ignore: Clever wordplay, big promises, or “I’d love to connect!” for no reason.
Step 5: Build Your Sequences in Bricks
Now it’s time to put it all into Bricks.
How to set up a sequence: - Start a new sequence and name it something clear (“ABM - [Account Name]” or “ABM - [Industry]”) - Add each step as a separate email. Use Bricks’ placeholders for personalization. - Upload your contact list for each account (CSV works fine; double-check emails). - Set sending delays (e.g., 3 days after previous email). - Review the schedule and timing—avoid weekends and odd hours.
What works: - Personalization tokens for first name, company, or custom fields - Testing emails to yourself first (catch typos and weird formatting) - Using Bricks’ analytics to see open and reply rates
What doesn’t: - Dumping a big list into one generic sequence - Sending hundreds of emails at once (you’ll trip spam filters and get ignored)
Step 6: Monitor, Learn, and Iterate
Don’t “set and forget.” Even the best sequences need tuning.
After each send: - Check open rates—if they’re under 30%, your subject lines or deliverability are off - Check reply rates—shoot for at least 5-10%. Lower? Your messaging probably needs work. - Look at who’s engaging—are certain roles or companies responding more?
Tweak as you go: - Rewrite subject lines that aren’t getting opens - Test shorter emails or different CTAs - Drop steps that don’t add value
Ignore: Vanity metrics like “delivered” or “clicked.” Focus on actual replies and meetings booked.
Step 7: Keep It Human (and Legal)
Remember, you’re reaching out to real people, not just “leads.” Spammy tactics burn bridges.
- Always offer a way to opt out (Bricks has this built-in)
- Don’t pretend you’re a friend if you’re not
- Respect time zones and working hours
- If someone asks to be removed, do it—no questions, no second chances
Pro tip: If you wouldn’t send it to a peer in your industry, don’t send it to your prospects.
Wrapping Up: Simple Beats Fancy
Account based email sequences work best when you keep things simple, honest, and focused on your target accounts. Don’t worry about getting every detail perfect from day one—just start with a tight list, write like a human, and pay attention to what actually gets responses.
Bricks gives you the tools, but it’s your research, writing, and follow-through that make the difference.
Start small, keep tweaking, and remember: one real reply beats a thousand “opens” every time.