Manage Apollo Sequences

Help the user create, configure, and optimize outbound sequences in Apollo.io — from sequence setup through deliverability management, A/B testing, and performance analysis. For cadence strategy and messaging content, use /sales-cadence — this skill covers the Apollo-specific execution layer.

Step 1 — Gather context

Ask the user:

1. What do you need help with?

   • A) Create a new sequence from scratch
   • B) Fix deliverability issues (emails going to spam, low open rates)
   • C) Set up A/B testing in a sequence
   • D) Analyze sequence performance and optimize
   • E) Configure mailboxes and sending settings
   • F) Troubleshoot a sequence that's not sending
   • G) Import a sequence from another tool
   • H) Other — describe it

2. What's your current setup?

   • How many mailboxes/email accounts are connected?
   • What's your daily sending volume per mailbox?
   • How long have the mailboxes been active?
   • Are SPF, DKIM, and DMARC configured for your sending domain?

3. What Apollo plan are you on?

   • Free (2 active sequences, limited features)
   • Basic (unlimited sequences, no A/B testing)
   • Professional (A/B testing, dialer, workflows)
   • Organization (advanced analytics, custom reports)

If the user's request already provides most of this context, skip directly to the relevant step. Lead with your best-effort answer using reasonable assumptions (stated explicitly), then ask only the most critical 1-2 clarifying questions at the end — don't gate your response behind gathering complete context.

Step 2 — Sequence setup in Apollo

Creating a sequence

1. Navigate: Engage > Sequences > Create Sequence
2. Name: Use a descriptive name: [Persona] - [Campaign type] - [Date] (e.g., "VP Eng - Cold Outbound - Mar 2026")
3. Settings to configure:

Key settings — configure these for every sequence (non-negotiable):

• Stop on reply: Always enable. Auto-pause the sequence when a prospect replies. There is zero reason to keep emailing someone who responded — it damages trust and wastes sends.
• Stop on meeting booked: Always enable. Once the goal is achieved, stop the sequence.
• Business hours sending: Always enable. Send during the recipient's business hours (typically 8am-6pm in their timezone). Emails arriving at 2am look automated and get buried.
• Daily send limits: Start conservative — 50-100 emails/day per mailbox for warm, established mailboxes. For new mailboxes, start at 20-30/day and ramp up over 2-3 weeks. Exceeding safe limits tanks sender reputation fast.
• Delay between steps: Use 2-3 business days between email steps. Shorter gaps feel aggressive; longer gaps lose momentum. Increase to 4-5 days after 3+ unreplied emails to avoid fatigue.
• Sequence type: Use Automatic for email-only sequences (hands-off, sends on schedule). Use Manual for multi-channel sequences that include calls or LinkedIn steps — Auto mode skips non-email steps entirely.

Full settings reference:

Setting	Recommended value	Why
Sequence type	Auto (for email-only) or Manual (if includes calls/LinkedIn)	Auto sends emails automatically; manual requires rep action per step
Send as thread	Yes for follow-ups, No for fresh angles	Threading increases reply association but can look automated
Stop on reply	Yes	Prevents embarrassing follow-ups after a reply
Stop on meeting booked	Yes	Same reason — stop once the goal is achieved
Business hours only	Yes — match prospect timezone	Emails sent at 2am look automated
Exclude weekends	Typically yes for B2B	Weekend sends have lower engagement in most B2B contexts
Sending window	9am-11am or 1pm-3pm prospect local time	Align with when prospects check email — avoid lunch hour and end-of-day
Throttle / max per day	50-75 emails/day per mailbox (mature); 20-30/day (new)	Exceeding these limits damages sender reputation

Recommended settings by sequence type

Sequence type	Sequence mode	Stop on reply	Business hours	Sending window	Throttle
Cold outbound (email-only)	Auto	Yes	Yes — prospect timezone	9am-11am	50/day per mailbox
Warm follow-up / inbound	Auto	Yes	Yes	8am-12pm	75/day per mailbox
Multi-channel (email + calls + LinkedIn)	Manual	Yes	Yes	9am-5pm	30-50/day per mailbox
Event/conference follow-up	Auto	Yes	No (time-sensitive)	7am-7pm	75/day per mailbox
Re-engagement (cold leads)	Auto	Yes	Yes	1pm-3pm	30/day per mailbox

Always enable stop on reply and stop on meeting booked — there is no sequence type where you want to keep emailing someone who already responded. For throttling, start conservatively and increase only after 2+ weeks of clean sending (bounce rate <3%, spam complaints near zero).

Adding steps

Step type	When to use	Apollo-specific notes
Auto email	Automated emails that send without rep action	Set sending window (9am-5pm prospect timezone)
Manual email	Emails that need personalization before sending	Appears as a task for the rep to complete
Phone call	Call steps (Professional+ plan)	Integrates with Apollo dialer; log call outcome
LinkedIn	Connection request, message, InMail	Creates a task — Apollo doesn't automate LinkedIn actions
Custom task	Any other action (send gift, research, internal follow-up)	Flexible — use for non-standard touches

Step timing

These are recommended defaults for Apollo step configuration. For full cadence strategy — including messaging arc, multi-channel touch patterns, and email copy — use /sales-cadence.

Between steps	Recommended gap	Apollo setting
Step 1 → Step 2	2-3 business days	Set "Wait" between steps
Email → Phone	0-1 days (same day or next)	Reference the email in the call
After no reply to 3 emails	4-5 business days	Longer gap prevents fatigue
Before breakup email	5-7 business days	Give them space before final touch

Step 3 — Deliverability management

Domain authentication (required before sending)

Record	What it does	How to verify
SPF	Authorizes Apollo to send on behalf of your domain	dig TXT yourdomain.com — look for include:_spf.apollo.io or your ESP
DKIM	Cryptographically signs emails to prove they're from you	Check in Settings > Email > Domain Authentication
DMARC	Tells receiving servers what to do with unauthenticated emails	Start with p=none for monitoring, move to p=quarantine after validation

If any of these are missing, emails will land in spam regardless of content quality.

Mailbox warmup checklist

New mailboxes (or mailboxes that haven't sent outbound before) must be warmed up before sequencing. Skipping warmup is the second most common deliverability killer after missing domain auth.

1. Week 1: Send 10-20 emails/day — personal, conversational emails to real contacts (colleagues, partners, existing customers). Use a warmup tool (Lemwarm, Warmbox, or Apollo's built-in warmup if available on your plan) to generate positive engagement signals automatically.
2. Week 2: Increase to 20-40 emails/day. Continue warmup tool usage. Monitor inbox placement rate — aim for >95% inbox (not spam). Monitor bounce rate and keep it under 3%. Track spam complaints — any spike means pause and investigate.
3. Week 3: Increase to 40-60 emails/day. Begin adding the mailbox to low-volume sequences (re-engagement or warm follow-up). Only proceed if warmup metrics remain healthy.
4. Week 4: If inbox placement is consistently >95%, ramp to full sending volume (50-75/day). Add to cold outbound sequences. Do not start cold outbound sequences until warmup shows >95% inbox placement — launching too early will burn the mailbox.

Warmup rules:

• Warm up new mailboxes for a minimum of 2-4 weeks before any cold outbound; 3-4 weeks is safer for brand-new domains
• Start with 10-20 emails/day, increase by 10-20/day each week
• Use a warmup tool (Lemwarm, Warmbox, or Apollo's built-in warmup) — manual warmup alone is not sufficient for cold outbound volumes
• Keep the warmup tool running even after you start sequencing — it maintains positive engagement signals
• Monitor bounce rate throughout warmup (keep under 3%) and watch for spam complaints — these are early warning signs
• If deliverability drops at any point, pause outbound and return to warmup-only for 1 week
• Never skip warmup for a mailbox on a new sending domain — domain age and reputation start at zero
• Don't start sequences until warmup shows >95% inbox placement consistently
• Enable Apollo's Inbox Ramp Up feature (Settings > Email > Inbox Ramp Up) as an additional safeguard

Mailbox management

Practice	Recommendation
Mailboxes per sequence	Rotate 3-5 mailboxes per sequence to distribute sending volume
Daily send limit per mailbox	Start at 20-30/day for new mailboxes, ramp to 50-75/day over 2-3 weeks
Total daily volume	Keep total sends across all sequences under 200/day per mailbox at peak
Inbox Ramp Up	Enable for any mailbox less than 3 months old (Settings > Email > Inbox Ramp Up)
Mailbox rotation	Apollo auto-rotates across connected mailboxes — connect multiple for redundancy
Separate domain	Consider a secondary sending domain (e.g., outreach.yourcompany.com) to protect your primary domain reputation

Deliverability checklist

• SPF, DKIM, DMARC all configured and passing
• Sending domain reputation is clean (check via Google Postmaster Tools, MXToolbox)
• Mailboxes warmed up (active for 2+ weeks with gradual volume increase)
• Daily send limits set conservatively (start low, ramp up)
• Inbox Ramp Up enabled for new mailboxes
• Email content avoids spam triggers (no all-caps subjects, minimal links, no attachments in cold emails)
• Unsubscribe link included (CAN-SPAM compliance)
• Bounce rate under 3% (clean list before sending)
• Monitor Apollo's Deliverability Command Center weekly

Step 4 — A/B testing (Professional+ plan)

What to test

Test	Variant A	Variant B	Metric	Min sample
Subject line	Pain-focused	Curiosity-based	Open rate	100 sends each
Email length	Short (75 words)	Medium (125 words)	Reply rate	100 sends each
CTA style	Specific time ask	Open-ended question	Reply rate	100 sends each
Send time	Morning (9-10am)	Afternoon (2-3pm)	Open rate	100 sends each
Personalization level	Company mention only	Role-specific pain point	Reply rate	100 sends each

Setting up A/B tests in Apollo

1. In your sequence, click the email step you want to test
2. Click "Add Variant" to create Variant B
3. Change one variable only (subject line OR body OR send time — not multiple)
4. Set the split percentage (50/50 for balanced testing)
5. Apollo automatically distributes and tracks per variant
6. Wait for at least 100 sends per variant before evaluating
7. Apollo will show open rate, reply rate, and click rate per variant

Testing rules

• Test one variable at a time — multi-variable tests give muddy results
• Let tests run for at least 5 business days before drawing conclusions
• Primary metric: positive reply rate (not just opens — opens can be inflated by tracking pixels)
• Roll the winner into the sequence and start the next test
• Always be testing — messaging decays as prospects see similar patterns from other sellers
• For deeper A/B testing frameworks, email copy strategy, and multi-channel cadence design beyond Apollo's built-in testing, use /sales-cadence

Step 5 — Sequence analytics

Key metrics to monitor

Metric	Healthy range	If below...
Open rate	50-70%	Check subject lines, deliverability, and send times
Reply rate	5-15%	Improve personalization, test different angles, check targeting
Positive reply rate	2-5%	Revisit value prop, check ICP fit, strengthen CTA
Bounce rate	<3%	Clean list, verify emails before adding to sequence — see /sales-enrich
Unsubscribe rate	<1%	Reduce frequency, improve relevance, tighten targeting
Meeting booked rate	1-3%	Improve CTA clarity, add social proof, follow up faster on positive replies

Analyzing in Apollo

1. Sequence dashboard: Engage > Sequences > select sequence > Analytics tab
2. Step-by-step analysis: See which steps have the highest drop-off — this tells you where the sequence is losing people
3. Compare sequences: Look at your top-performing vs. worst-performing sequences. What's different? (Targeting, messaging, timing)
4. Rep-level analytics: If multiple reps use the same sequence, compare performance to identify coaching opportunities

Optimization cadence

• Week 1-2: Let the sequence run, gather baseline data
• Week 3-4: Analyze first A/B test results, implement winners
• Monthly: Review full-funnel metrics, retire underperforming steps
• Quarterly: Major refresh — new messaging, updated case studies, seasonal angles

Gotchas

• Don't launch sequences without verifying domain authentication. Claude often generates sequence setup guides without checking SPF/DKIM/DMARC. Missing domain auth is the #1 cause of emails landing in spam. Check it before anything else.
• Don't set high daily sending limits on new mailboxes. New mailboxes must be ramped up gradually (20-30/day → 50-75/day over 2-3 weeks). Claude defaults to recommending 100+ sends/day, which will tank deliverability on a fresh mailbox.
• Don't use Apollo's "Auto" sequence type for multi-channel cadences. Auto sequences only work for email steps. If the cadence includes calls or LinkedIn touches, use "Manual" sequence type — otherwise those steps are skipped entirely.
• Don't evaluate A/B tests too early. Claude will analyze test results after 30-40 sends. You need at least 100 sends per variant for statistically meaningful results. Premature conclusions lead to wrong optimizations.
• Don't ignore the Deliverability Command Center. Apollo has a built-in deliverability monitoring dashboard that most users never check. It shows domain health, bounce rates, spam complaints, and sending patterns. Review it weekly.

Related skills

• /sales-cadence — Handoff: for email copy strategy, A/B testing frameworks, and multi-channel cadence design beyond Apollo. Once your Apollo sequence is configured, use /sales-cadence to write the actual email copy, design the messaging arc across steps, plan multi-channel touch patterns, and build A/B testing strategies for content. This skill handles Apollo execution; /sales-cadence handles the content and strategy layer.
• /sales-apollo — General Apollo platform help (CRM sync, credits, admin)
• /sales-prospect-list — Build the prospect list to add to your sequences
• /sales-enrich — Verify and enrich contact data before sequencing
• /sales-salesloft — If using Salesloft for sequences instead of Apollo
• /sales-do — Not sure which skill to use? The router matches any sales objective to the right skill. Install: npx skills add sales-skills/sales --skills sales-do

Examples

Example 1: Setting up a new sequence

User says: "I need to set up a 5-step email sequence in Apollo for cold outbound to VP Marketing"
Skill does:

1. Configures sequence settings (auto type, business hours, stop on reply)
2. Sets up 5 steps with recommended timing gaps
3. Configures mailbox rotation across 3 connected email accounts
4. Walks through the deliverability checklist
   Result: Sequence configured and ready for contacts — user runs /sales-cadence to write the actual email copy

Example 2: Fixing deliverability

User says: "My Apollo sequence open rate dropped from 55% to 25% over the past month"
Skill does:

1. Checks domain authentication (SPF/DKIM/DMARC) status
2. Reviews sending volume and mailbox health in Deliverability Command Center
3. Identifies likely cause (sending volume spike, domain reputation issue, or content triggering spam filters)
4. Recommends remediation steps (reduce volume, warm up new mailbox, adjust content)
   Result: Deliverability diagnosis with a recovery plan

Example 3: A/B test setup

User says: "I want to A/B test my first email's subject line in Apollo"
Skill does:

1. Verifies the user is on Professional+ plan (A/B testing not available on Basic)
2. Walks through creating Variant B in the sequence editor
3. Sets 50/50 split and defines success metric (open rate for subject line tests)
4. Recommends waiting for 100+ sends per variant before evaluating
   Result: A/B test configured with clear evaluation criteria

Troubleshooting

Sequence not sending

Symptom: Contacts added to sequence but no emails going out
Cause: Mailbox not connected, sequence paused, contact missing email, or daily limit reached
Solution: Check sequence status (active?), verify mailbox connection in Settings > Email, confirm contacts have email addresses, review daily send limits.

Emails going to spam

Symptom: Open rates below 20%, recipients reporting spam
Cause: Missing domain auth, volume too high, spammy content, or domain reputation damage
Solution: Verify SPF/DKIM/DMARC. Reduce volume to 20-30/day per mailbox. Remove spam trigger words. Check domain reputation via Google Postmaster Tools.

High bounce rate

Symptom: Bounce rate above 3%
Cause: Stale email data, unverified addresses, or catch-all domain issues
Solution: Stop the sequence immediately. Verify remaining contacts via /sales-enrich. Remove bounced contacts. Clean your list before resuming.