Choosing a sequence shape

The right shape depends on where your buyers pay attention and what data your leads have. For most B2B buyers, LinkedIn comes first; for home services, email does. Campaigns → New Campaign offers each shape as a one-click template. See Who to target and on which channel.

LinkedIn-only sequence

Our recommended shape:

1. View profile
2. Connection request, sent blank
3. Message
4. Message
5. Message

The three messages go to people who accept. People who don't accept get nothing more.

Use it for most B2B buyers, founders and executives, who respond more on LinkedIn than on email, and whenever you have LinkedIn URLs but not reliable emails or your mail domain isn't ready to send. The Copilot's guided setup picks LinkedIn-only when your domain's email check doesn't pass, and adds email steps once a mailbox on a passing domain is connected. Volume is bounded by acceptance and LinkedIn's per-account limits, so it suits targeted lists.

Starter: LinkedIn-only, give first.

Email-only sequence

Our recommended shape: 3 to 5 emails, usually the first, then 2 days later, 3 days later, 5 days later and 5 days later.

It works well when you give, give, give: each email offers something useful. Be careful with length; a give is not a newsletter nobody opted in for.

Use it for buyers who respond more on email than LinkedIn, such as home services companies (contractors, HVAC, pool and similar), when you have emails but no LinkedIn URLs, or when you need the most volume per sender.

Starter: Email-only, give first.

Email + LinkedIn sequence

Our recommended shape:

1. View profile
2. Connection request, sent blank
3. If they accept within about 10 days: message, email, message, email, message
4. If they don't: an email branch of 3 to 5 emails

Every touch after the first references the other channel, such as "sent you a note on LinkedIn too", so the two read as one conversation.

Use it when your leads have both an email address and a LinkedIn URL, and you have a LinkedIn account and a mailbox to send from. It's the Copilot's default: LinkedIn warms the prospect first, and every lead gets reached, including those who never accept.

Starter: Multichannel B2B.

Spacing in every sequence shape

In all three shapes, start with 2 to 3 days between sends, then back off steeply: 2 to 3, then 4 to 5, then 6 to 7 days. See Step delays for the acceptance window and how the built-in templates set their waits.

Match the sequence shape to your lead data

Leads without an email skip email steps, and leads without a LinkedIn URL skip LinkedIn steps. The readiness check warns, or blocks above a threshold, when a meaningful share of your leads can't be reached by the sequence you chose. See Preflight checks.

When to build a sequence from scratch

Start from a template unless your channel mix doesn't fit any of them. To compare two approaches, run an A/B test with variations that differ in angle rather than building two campaigns.