How to Use Zendesk Sell Sequences to Nurture Leads

Introduction / Problem statement
You want to automate outreach to leads over time, without manually sending individual messages. Zendesk Sell’s Sequences feature lets you schedule email cadences and follow-ups. This article shows you how to set up and best use sequences to nurture leads effectively.

Steps / Body

1. Enable Sequences in your Sell account

   • Go to Settings → Features → Sequences and toggle Sequences on.

   • Assign appropriate permissions to sales users.

2. Create a new Sequence

   • Navigate to Sequences → New Sequence, give it a name (e.g. “Intro + Follow-ups”).

   • Add stages, each with an email template and delay (e.g. Day 0, Day 3, Day 7).

   • Use dynamic placeholders (like {{first_name}}, {{company}}) to personalize.

3. Assign leads to the Sequence

   • From a lead’s page, click “Add to Sequence” and choose which sequence.

   • Monitor which stage the lead is in.

4. Analyze performance and adjust

   • In Sequences dashboard, view open, reply, and conversion rates.

   • Identify underperforming stages (low open or reply) and replace or refine emails.

Key tips / best practice reminders

• Keep each email short (2–3 sentences) and include a clear call to action.

• Avoid overlapping automations: don’t send multiple sequences to the same lead simultaneously.

• Regularly remove leads who don’t engage to keep your metrics clean.