Outfunnel allows you to create automated drip and multi-stage lead nurturing campaigns that integrate seamlessly with your CRM. We call these types of email campaigns, sequences. If you are looking to send single email campaigns, see here.
Some examples of when our email sequences feature would be useful:
Following up after deals are won (or lost)
Reaching out once deals reach a certain stage of a sales funnel
Creating a lead nurturing campaign that runs until the prospect replies
You can use these triggered email sequences to engage segments defined in your CRM and stop the campaign automatically when the prospect opens, clicks, and/or replies. Email opens and clicks will be automatically recorded back in your CRM.
This article covers:
1. Getting ready to create your first automated email sequence
Before diving right in and creating your first email sequence campaign, there’s a couple of things you need to do.
1. Define your campaign’s recipients
Pipedrive users: create a shared People filter in Pipedrive. Learn more.
Copper users: select a Contact tag, Opportunity tag, Contact type, or Lead status. Learn more.
HubSpot CRM users: select the List that you've created in HubSpot. Learn more.
2. Authenticate your domain (optional, but highly recommended)
If you want to keep your emails out of your recipients’ spam folder, we highly recommend verifying your domain. This way, email providers and clients can be confident the message was sent by us with your permission. Learn more about authenticating your domain.
3. Set up reply tracking
This helps to fully understand the success of your campaigns. Learn more
How to send an automated email sequence campaign
Step 1: Go to Outfunnel > Campaigns and click on the Create new sequence button.
Step 2: Give your sequence a name, choose the recipients (Pipedrive person filter; Copper contact tag, contact type or lead status; HubSpot CRM List; Outfunnel segment)
Step 3: Now it’s time to start adding those email messages to your sequence. Click Add an email
From email: the email that displays as the email sender. This needs to match the domain you registered for Outfunnel with. If you’d like to use a different domain, please contact our support. Please note that each account currently only supports a single domain.
From name: the name that displays as the email sender
Subject line: we recommend keeping it short and sweet
Preheader: this bit of text appears next to or below the subject line when viewed in the email client.
Once you’ve got the basics sorted, it’s time to start adding your content using the visual editor. You can format text, add images (we recommend max 600px wide images that are under 500kb in size) and links, and personalize your message using “merge fields”. Click Personalize and you’ll be greeted by a list of all the CRM data fields you can use to add that personalized touch to your emails.
If you'd like to send emails with more elaborate designs, you can import any 3rd party email template into Outfunnel. First, create a template and then select the HTML editor from the Template dropdown. Learn more about using custom design/HTML in Outfunnel.
Outfunnel will automatically add an unsubscribe link to the footer of every email – a legal requirement in many parts of the world (plus, it’s just good practice). You won’t be able to send a campaign without it. You’re more than welcome to customize the wording/size and/or set up a new default footer.
Please note that the unsubscribe link does not render in test emails but it will turn into a unique unsubscribe link when you send out the campaign.
Step 4: Next, to add another message to your sequence, click Back to sequence then click Add an email. Once again, enter the basic info and add your content, as we just covered above.
Step 5: Now you’ll want to add a delay to each of your messages. Enter the number of days and hours you would like to delay your messages by in their respective fields.
The first email delay is based on when a person matches the segment you’ve defined above. All the subsequent delays are from the previous message. Please note that the delays are also subject to the sending schedule that you can customize.
Outfunnel checks it every hour, so setting a “0” delay for the first message will, in practice, result in a delay of 1 to 60 minutes. Delays for all the following emails are exact.
Note: You can also insert fractions of hours. In order to do this, you just need to divide the number of minutes you want by 60 and insert the result. For example 15 minutes / 60 minutes = 0,25 hours. So for a 15 minutes delay, you'd need to input 0,25 in the hours.
Step 6: Now, it’s time to review your sequence campaign’s settings, by clicking Settings at the bottom of the page.
Choose how Outfunnel records email engagement in your CRM
Choose whether you’d like the sequence to go out to only new people that will start matching the segment OR everyone currently part of the segment and any new contacts added in the future.
In case you plan to add new emails to the sequence and would like these emails to go out to all the contacts who have already completed the sequence, choose the option to send the emails to "All contacts, including those who have completed the sequence"
Choose to stop the campaign when a prospect opens, clicks, and/or replies. More info
And lastly, you can see the default sending schedule and edit it if necessary. Read more about creating a sending schedule here.
Go ahead and click that big, green Activate sequence button, then confirm that you definitely want to go live, by clicking OK in the confirmation box.
2. Getting insights on your email sequence’s campaign performance
You can get at-a-glance insights from the Campaigns dashboard. To get more detailed stats, click the campaign name or the “More options” icon (the three, vertical dots on the right). Here you’ll find bounce and unsubscribe data as well as a list of contacts who emails have been scheduled for.
To see the queued emails, click on "Queue".
3. Some things to keep in mind when using automated email sequences
💡 Check out our single email campaigns feature if you’re not looking to create an automated email sequence.
💡 Track responses. We highly recommend activating reply tracking to have an additional data point to assess the effectiveness of your campaigns.
💡 Threaded emails. Outfunnel does not yet offer a native threading functionality but if you use the same subject line then most email providers will thread the email automatically.
💡 Deleting a filter/list/segment from the CRM. Once you delete a filter/list/segment from the CRM that is targeted for a sequence, the sequence stops sending.
💡 Outfunnel automatically records email engagement in your CRM as an activity. Emails opened, clicked, replied, bounced, unsubscribed are recorded as a custom activity (that you can later filter in your CRM). You can also customize how email engagement is recorded in your CRM.
💡 The recipient list is auto-updated. Outfunnel checks the target segment (once per hour for Pipedrive and HubSpot; real-time for Copper) to validate whether each contact should keep receiving the campaign. Once a contact doesn’t match a segment anymore (because data had been changed in the CRM), they will be removed from the sequence.
💡 For maximum deliverability, warm up your emails with Outfunnel. If you’re sending campaigns to several thousand or tens of thousands of contacts at a time, we’d suggest starting with a few smaller campaigns first. For example:
With a list of 10,000 contacts, send a campaign to 250 people on week 1, 500 people on week 2, 750 people on week 3, 1300 people on week 4, etc.
Learn more about IP warming and how you can improve email deliverability.
💡 Unsubscribe means unsubscribe. Any contacts that unsubscribe are automatically removed from the list of people you can send emails to via Outfunnel, even if they match the filter that is used for triggering a campaign.
💡 If you use Outfunnel to send emails, you can also automatically get the benefits of our web visitor tracking feature as well as lead scoring software. This way you’ll see what leads are interested in your website, and have this recorded in your CRM as well – giving your sales pitch that extra edge.
💡 Keep images below 600px and under 500kb in size. Outfunnel does not currently compress the images in the composer when you add them to the email so we recommend using a tool like https://tinyjpg.com/ to compress the images in advance so that they are under 100kb (the smaller the image, the faster it loads in the inbox)
💡 Looking for some critical email functionality? We hear you. We’re making the email feature better every day (and that’s literally, and sometimes including weekends.) If you’re missing something, there’s a good chance we’re working on this already. If you have specific questions, please give us a shout.