If you’re using Freshworks CRM and want to stop sending the same email over and over—or worse, letting leads slip through the cracks—good news: setting up custom email sequences isn’t rocket science. But the process can be a little confusing if you’ve never done it, or if you’re used to tools that hide the important stuff behind a million menus.
This guide is for busy salespeople, marketers, or anyone wrangling follow-ups who wants a direct, no-nonsense walkthrough. You’ll get clear steps, honest warnings, and a few shortcuts that actually save you time.
What you’ll need: Access to Freshworks CRM (obviously), and permission to use email automation. If you’re not an admin, ask nicely first.
Why bother with custom email sequences?
Let’s get this out of the way: a custom email sequence is just a series of emails that go out automatically, based on triggers you set. They help you:
- Stay top of mind with leads and customers (without manual work)
- Make sure no one falls through the cracks
- Test what actually gets replies
- Avoid “Did you get my last email?” syndrome
But don’t expect magic. Email automation helps, but if your emails are boring or spammy, you’ll just annoy people faster. So, don’t overthink—start simple, then tweak.
Step 1: Map out your sequence offline (yes, really)
Before you touch Freshworks, grab a notepad or use a simple doc. Map your sequence:
- What’s the goal? (e.g., book a demo, get a reply, send a reminder)
- How many emails? (Start with 2–4. More isn’t always better.)
- What triggers each email? (Time delays, replies, link clicks, etc.)
- Rough subject lines and messages
Don’t worry about perfection. Just sketch it out. This step saves headaches later and avoids the “wait, what’s email 3 supposed to say?” moment.
Pro tip: Personalize the first line of each email. It’s the difference between “Delete” and “Hmm, maybe I’ll reply.”
Step 2: Log in and find the Sequences feature
Now, log in to Freshworks CRM. Depending on your plan, the terminology might say “Sales Sequences” or “Email Sequences.” Here’s where to find it:
- Main Menu: Look for “Automation” or “Sales Sequences” on the left sidebar.
- Not there? Some plans hide it. Search “Sequences” in the global search bar, or check under “Marketing Automation.”
- Still missing? You might not have access—talk to your admin or check your plan’s feature list.
Don’t waste time hunting for hours. If you can’t see “Sequences,” you probably don’t have it.
Step 3: Create a new sequence
Found it? Good. Now:
- Click Create Sequence or a similar button.
- Name your sequence something clear—like “Demo Follow-up June 2024.” Don’t get cute; you’ll thank yourself later.
- Choose the “Type” (usually “Email,” but you can add tasks or calls if you’re feeling fancy).
Honest take: Multi-channel sequences (adding calls/tasks) sound cool, but only use them if you’ll actually do the extra steps. Otherwise, it’s just clutter.
Step 4: Add your emails
Now you’ll add each email as a “step” in the sequence. Here’s how to keep it simple:
- Step 1: Add your first email. Use your mapped-out template, but keep it short and direct.
- Delay: Set how long to wait before the next email (e.g., “2 days after last step”).
- Step 2+: Add more emails. Don’t just copy-paste with small tweaks—each should have a purpose.
Customization tips: - Use merge tags (like {{First Name}}) for light personalization. - Keep subject lines honest—avoid ALL CAPS or “Quick question” bait. - Add a real signature with your name and contact info.
Pro tip: Don’t cram your value prop into every email. Mix it up: try a helpful resource, a direct question, or even a “Should I close your file?” message.
Step 5: Set triggers and exit conditions
This is what separates spray-and-pray from smart automation.
- Entry triggers: Decide how people enter the sequence. Usually, you’ll add contacts manually, or set a rule (like “when lead status = new”).
- Exit triggers: Set when people leave the sequence. For example:
- If they reply to any email
- If they book a meeting
- If they’re marked as “Do Not Contact”
- Manual override: Always make sure you or your team can remove someone if needed. Don’t fire off awkward emails to people who’ve already replied.
Watch out: Freshworks can get finicky with triggers—test them before adding a big list. Nothing’s worse than a “Whoops, I got 5 emails from you in one day” reply.
Step 6: Preview, test, and fix mistakes
Before you hit “Start,” do a dry run:
- Preview each email with test data (the merge tag preview isn’t perfect, so check for “Hi {{First Name}},” showing up).
- Send test emails to yourself (and a colleague if possible).
- Double-check delays and triggers.
- Make sure unsubscribes work as expected.
Mistakes to watch for: - Broken or missing personalization tags - Typos in subject lines (they stand out) - Overly aggressive timing (back-to-back emails = spam folder) - Sequence firing on the wrong contacts
Real talk: Even big companies send embarrassing automated emails. Don’t be one of them—test first.
Step 7: Add contacts to your sequence
Once you’re sure everything looks good:
- Go to your contact list.
- Select the people you want to enroll (start small—10 is plenty for a test).
- Click “Add to Sequence” (sometimes called “Enroll”).
- Pick your sequence and confirm.
Bulk adding: You can upload a CSV or filter contacts. But again, don’t blast your whole list until you’re confident it works.
Pro tip: If your audience is segmented (e.g., C-level vs. managers), consider separate sequences. One size rarely fits all.
Step 8: Monitor results and troubleshoot
Freshworks gives you some analytics out of the box:
- Open rates
- Reply rates
- Unsubscribes
- Bounce rates
What matters: - Replies are gold. Opens are nice, but don’t obsess. - If you see high bounce or unsubscribe rates, pause and review your list quality and messaging. - Don’t chase vanity metrics—focus on actual conversations started.
If something’s not working, don’t be afraid to pause the sequence, tweak a step, and relaunch. You’ll learn more from real results than any “best practices” post.
Step 9: Make small improvements (not big overhauls)
The big secret: most sequences don’t need a total rewrite. Instead:
- Change one subject line and watch results.
- Swap email #2 for a shorter version.
- Space out emails if people say it’s too much.
Keep a simple spreadsheet or doc to track what you change and when. Over time, you’ll spot what works for your audience.
Ignore: Fancy A/B testing features, unless you’re sending hundreds of emails per week. The basics matter more.
What to skip (for now)
- Over-personalizing: If you spend more time on tokens and dynamic fields than writing good emails, you’re missing the point.
- Complex automation branches: Keep it linear until you outgrow it.
- Chasing perfect timing: There’s no universal “best” send time. Consistent, relevant emails beat perfect timing every time.
Wrap-up: Keep it simple, tweak, repeat
Setting up custom email sequences in Freshworks CRM isn’t complicated, but it’s easy to get lost in the features. Start small, test with real people, and don’t worry about perfection. The best sequences are the ones you actually use—and improve over time.
Now go automate those follow-ups, and give your copy-paste finger a break.