An advanced sequence that automatically routes prospects to different paths based on their engagement, such as opens and link clicks.
Conditional routing sends follow-ups based on behavior (clicks, opens), making outreach more relevant and improving deliverability signals.
Executing behavioral routing at scale is an infrastructure problem. It requires automation that simple sending tools cannot handle reliably.
The goal of a conditional sequence isn't just more replies, but more *qualified* replies by filtering for demonstrated prospect interest.
A common failure is over-complicating the logic. Start with a single branch (e.g., 'Clicked Link') before building a complex decision tree.
This pattern reduces manual follow-up for SDRs, letting them focus on engaged prospects who are automatically segmented by the sequence.
This sequence is for SDR Managers, Heads of Growth, and RevOps leaders managing high-volume outbound. Use this playbook when linear, one-size-fits-all follow-ups are producing low-quality replies and you need to scale relevance based on demonstrated interest.
This is not a beginner sequence. It assumes you are already sending 10k+ emails per month and need to optimize engagement without manual work.
This is a dynamic, multi-path sequence designed to react to prospect engagement. The structure isn't linear; it branches based on specific actions.
The core of this sequence is the conditional logic that routes prospects down different paths. This example uses a link click as the primary trigger.
Step 1: Initial Outreach (Day 1, Email)
Subject:
Question about {{companyName}}'s data stack
Body:
Saw your team uses [Technology X]. We built an integration that solves [Problem Y] for teams like yours. Here’s a brief on how it works: [link]
Subject:
Re: Question about {{companyName}}'s data stack
Body:
Following up on my last note. The integration I mentioned is most relevant for [Specific Use Case related to the link]. Worth a quick chat?
Subject:
[Alternative Value Prop]
Body:
Popping this back to the top. Another way to think about our platform is [Different Angle]. Is that more aligned with your team's current focus?
Subject:
Closing the loop
Body:
Assuming this isn't a fit right now. If that changes, feel free to reach out.
The power of this sequence isn't in hyper-personalizing every word of every step. That's not scalable.
Instead, the personalization is automated through relevance. The structure does the heavy lifting. By sending a follow-up about a clicked resource (Path A), you are being more relevant than a generic bump (Path B). The primary personalization effort should go into the initial email (Step 1) and the resource you choose to offer.
Attempting to manage conditional logic manually or with a basic sending tool across 100k+ monthly sends is impossible. SDRs can't track clicks for thousands of prospects and manually move them between sequences. This is an automation and infrastructure problem.
This pattern requires a platform that can natively handle triggers and behavioral routing. Each inbox should still be limited to 30-50 safe sends per day. To achieve volume, you need a pool of 50-100+ warmed-up inboxes rotating automatically.
For a RevOps or Growth team, the domain risk is significant. Sending generic, non-contextual follow-ups (the alternative to this sequence) lowers engagement rates, which signals to Google and Microsoft that your mail is less wanted. This damages your domain reputation. Conditional sequences improve engagement by being more relevant, which protects your sending infrastructure.
Tools like SuperSend exist to handle this infra and orchestration so teams don't have to duct-tape it together. The platform manages the domain rotation, inbox warmup, and the automated routing logic required to execute this playbook across hundreds of thousands of prospects.
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