So, you want to set up automated B2B email sequences that don’t sound like spam but actually get responses. Maybe you’re tired of copy-paste “personalization,” or you just need a system that keeps you sane as you grow your outreach. If you’re using Copy or thinking about it, this guide is for you. I’ll walk you through what works, what doesn’t, and how to avoid the usual traps—without wasting your time on fluff.
Step 1: Get Real About Your Goals (and Don’t Automate Everything)
Before you start building anything, ask yourself what you actually want these emails to do. Are you aiming for demo bookings, replies, or just brand awareness? Be honest: automation can help with follow-ups, reminders, and consistency, but it won’t magically make your value proposition better.
What works: - Clear, single goals for each sequence (ex: “Book a 15-minute intro call”). - Segmenting by audience—your emails for cold leads should sound different than for warm referrals. - Keeping your lists clean; bad data wastes everyone’s time.
What doesn’t: - Blasting the same generic pitch to everyone and crossing your fingers. - Trying to automate full conversations. The more human your outreach, the better it works.
Pro tip: If you can’t explain (in one sentence) what you want the reader to do, don’t send the email.
Step 2: Map Out Your Sequence Before You Touch the Tool
It’s tempting to jump straight into Copy and start building. Don’t. First, sketch out your sequence on paper, a whiteboard, or a doc. This helps you spot gaps, avoid repeating yourself, and nail the pacing.
A basic B2B sequence looks like: 1. Initial outreach (short, direct, personalized) 2. First follow-up (2-3 days later, polite nudge, maybe a different angle) 3. Second follow-up (4-7 days later, offer something useful or new) 4. Final check-in (last attempt, keep it light, give them an out) 5. Breakup/“Not now?” email (optional, respectful exit or offer to check back later)
Keep in mind: - Three to five emails is plenty. More than that feels desperate (and gets ignored). - Vary your tone and content—don’t just bump the thread with “Just checking in.” - Leave gaps of a few days between emails so you’re not annoying people.
Pro tip: Write your sequence in a doc first. Read it out loud. If it sounds robotic or pushy, rewrite it.
Step 3: Write Your Emails Like a Human, Not a Marketing Robot
Now, craft each email in your sequence. Copy has templates, but please—don’t just use them as-is. Personalization is overrated if it’s just “Hey {{FirstName}}, saw you work at {{Company}}.” Instead, focus on being relevant and respectful.
What actually works: - Short, clear subject lines (think “Quick question, {{FirstName}}” or “Intro?”) - 2-4 short paragraphs, max. Get to the point. - A single, low-friction call to action (CTA). Don’t ask for too much. - Mention something specific about them or their company—but only if it’s real and relevant. - Plain language. Drop the buzzwords.
What to ignore: - Over-personalization (“I see you like hiking!” when you actually don’t care) - Gimmicks like fake “RE:” in the subject line - Flattery for its own sake
Template Example:
Subject: Quick question
Hi {{FirstName}},
I’ll keep this brief—I noticed {{Company}} is hiring for several sales roles. Are you open to a quick chat about how we’ve helped teams ramp up new reps faster?
If not, no worries at all—just let me know.
Best, [Your Name]
Pro tip: If you wouldn’t say it to someone’s face, don’t send it in an email.
Step 4: Set Up Your Sequence in Copy
Once your emails are ready, now it’s time to log in to Copy and build the sequence.
In Copy, you’ll:
- Create a new sequence: Give it a name you’ll recognize later (like “Q2 SaaS Outreach”).
- Set the sending schedule: Choose the days/times when your audience is most likely to read emails—usually weekday mornings.
- Add your steps: Copy-paste each email into the sequence, set delays (in days) between steps.
- Personalize fields: Use Copy’s merge tags (like {{FirstName}}, {{Company}})—but only for stuff that’s real and accurate.
- Set rules: Decide what happens if someone replies, clicks, or books a call (Copy can stop sending further emails automatically).
- Upload your contact list: Double-check for typos, duplicates, and goofs before you hit start.
What to watch out for: - Don’t overload your sending volume—Copy (and inboxes) will flag you as spam if you go overboard. - Always test your sequence by sending it to yourself or a colleague first. - Check Copy’s deliverability settings: Use your real domain, set up SPF/DKIM, and avoid sending from “no-reply” addresses.
Pro tip: One bad merge field (“Hi {{FirstName}},”) can ruin your credibility. Test before you go live.
Step 5: Launch, Monitor, and Actually Respond
You’ve set up your sequence. Great. But automation isn’t “set and forget.” The real work starts after you hit send.
What to do: - Monitor replies daily: Respond fast. Most people reply to the first or second email, not the last. - Track open and reply rates: If your stats are in the single digits, your subject line or list is probably off. - Tweak as you go: Edit subject lines, try new CTAs, or trim the sequence if people are annoyed.
What not to do: - Ignore negative feedback. If someone says “Remove me,” do it. - Assume one sequence will work for everyone. Different segments need different messages. - Keep sending to bounced or unsubscribed emails. That’ll get you blocked.
Pro tip: The best sequences improve over time. Take notes on what actually gets replies and keep refining.
Step 6: Don’t Fall for Automation Hype—Stay Legal and Respectful
A lot of tools (yes, even Copy) will show you “AI” subject lines or “smart” follow-ups. Use these as starting points, not solutions. The best sequences still come from people who know their audience.
Keep in mind: - Legal stuff: Always include an unsubscribe link. Follow GDPR, CAN-SPAM, or whatever rules apply in your country. - Respect boundaries: If someone doesn’t respond after a few touches, let it go. You can always try again later. - Quality beats quantity: More emails do not equal more responses.
Wrapping Up: Keep It Simple, Iterate Often
Automated email sequences in Copy can help you reach more prospects with way less hassle—if you keep things simple and honest. Map out your goals, write like a person, and tweak as you learn. Don’t get distracted by features you don’t need. The best results come from sequences you’d actually want to receive yourself.
Keep it straightforward, keep improving, and don’t overthink it. That’s how you get responses—and respect—in B2B outreach.