12. Sequences

A sequence is a set of automatic follow-ups that runs after a creator gets a sample of one of your products, or for a segment, list, or set of filters you choose. It sends the messages you write, waits as long as you tell it to, and shows you how far every creator got.

Why use it

After a creator gets a sample, you send the brief, wait a week, work out who posted, and chase the ones who didn't. Then you ask the ones who did for a Spark code, a code from the creator that lets you run their video as an ad.

With CRM agents, each of those messages is a separate agent aimed at a separate segment, and nothing joins them up. You're the one holding the whole plan in your head, and a creator in two agents can hear from you twice on the same day. One sequence holds every follow-up, so each one lives with the message that came before it.

Where to find it

Go to Outreach > Sequences. The page has two tabs:

• Sequences lists everything you've built, with how many creators entered, how many steps you set up, how many messages went out, and whether each sequence is running, paused, or a draft that has never run. The search box, "Search by name or message...", matches a sequence's name and the words its steps send: a message's text, and an email's subject and body.

• Product funnels shows one row per product, from sample to post to revenue, and which sequences already cover that product.

Start on Product funnels. A product that says Nothing running under Covered by has no follow-up at all, and that's usually the quickest win. A sequence shown in gray there is paused, so it isn't following anyone up.

Who can use it

Sequences is in beta, and we switch it on brand by brand, so it may not be on for your brand yet. Until it is, Sequences doesn't appear under Outreach in your sidebar, and the Sequences page says Sequences aren't enabled yet. To ask for access, contact us at support@euka.ai.

Sequence DMs also need an active Euka plan.

The six stages

A sequence built on a product follows six stages. They come from the status of each sample request, the request a creator makes in TikTok Shop for a sample of your product.

The stages are fixed and always appear in this order, though a creator can skip one: someone who posts in time never enters Content unfulfilled.

You can switch a stage off, but you can't delete it. A stage that's off still appears in the funnel and still counts creators: it only stops sending. To switch a stage on or off, pause the sequence first, and keep at least one stage on.

How to create a sequence

The quickest way to see what a sequence does is to build one around a single product you're actively sampling. Within a day or two, you'll see real creators move through real stages.

1. In Outreach > Sequences, click New sequence in the top right.

2. Pick your trigger: Sample request followups or Custom trigger. Sample request followups draws the six stages for you, and a custom trigger starts with no stages.

3. For Sample request followups, pick your products in the Sample request followups panel on the right, or turn on Every product. For a custom trigger, choose Who enters instead.

4. For Sample request followups, choose a starting point once your products are picked: Start blank, Standard playbook, or Just the reminders. The six stages appear when you choose.

5. Under Never message, exclude any segments and lists you don't want this sequence to touch. On Sample request followups, segments built on sample status are grayed out, because the stages already cover them.

6. Under Scheduling, choose when and how much the sequence sends, with Time range and Daily sending limit.

7. Add your follow-ups. For Sample request followups, the Stages list on the left shows every stage: click one to open it and bring it into view. Then click Add step at the bottom left of the canvas to add a step to the end of that stage, or point at a step and click the plus sign that appears above or below it, to add one right there. For a stage with no steps yet, point at its bar. Under a Condition or an A/B test, the plus sign asks which path first.

8. Save your work, then click Run. If creators are already waiting where a step would reach them, Run first shows how many will be messaged, and nothing is sent until you confirm. A custom trigger's first run shows how many creators match Who enters in the same way.

Once the sequence runs, each stage shows how many creators entered it and how many are stuck. A step shows two numbers when it has them: in green, how many creators moved on to the next stage while they were at that step, a Wait or a condition included, and their share of everyone who reached it (each creator who moved on counts at one step only, so a stage's steps add up), and in red, how many messages failed: Euka tried to send them, couldn't, and won't try again. A message that was canceled before it went out isn't a failed one, for example because the creator is on a list you exclude or the step was deleted. Click a step and open its Creators tab for the rest: sent, in progress, and retrying. A canceled message shows there as Canceled. The tab lists everyone who reached the step. A creator who left the stage before the message went out to them shows where they went instead, for example Moved to next stage. To change who enters, who is never messaged, or when messages go out, click the section at the top of the canvas.

On Sample request followups, a sequence with steps opens with its first active stage expanded and the others folded. Click a stage in the Stages list to open it, or use Expand all.

Triggers

The trigger decides who enters the sequence and what the canvas looks like.

Most first sequences use Sample request followups. Start there unless you already have a segment you message on a regular schedule.

Starting points

For Sample request followups, you'll see three starting points once your products are picked. They're offered only once, so to use a template later, start a new sequence. You can edit or delete every step a template gives you.

If you're not sure, take the Standard playbook and delete what you don't want. It's easier than building from nothing.

Who enters

For Sample request followups, pick one product or several in the Sample request followups panel, or turn on Every product. Delisted products aren't offered. A creator enters once for each product. With Every product on, anything you add to your Shop later is covered too, so a new launch never starts without follow-up.

For a custom trigger, choose Who enters: Filters (creators on TikTok Shop who match your filters), Lists, or Segments (saved segments, or Create custom rules). Each creator enters once, and we look for new matches every 30 minutes.

Who a sequence leaves alone

Skip creators in another sequence is on by default. Leave it on, and the sequence waits while another running sequence still has a message queued for the same creator, so they don't hear from two sequences at once.

For Sample request followups, Skip backlog leaves out creators whose sample request came in before a date you choose. Turn on Only include newer creators and set Start from (Los Angeles time). Those creators aren't messaged, and the sequence's numbers leave them out too.

For a custom trigger, Skip creators contacted recently (under Who enters) also keeps out creators contacted in the past 1 to 180 days (90 to start). It only applies when they enter.

Sending hours and daily limit

Turn on Time range to send only between certain hours, in the time zone you choose (your browser's to start). Daily sending limit caps how many sends each step makes per day, DMs and emails alike. A new sequence starts with it empty, which means no limit.

Both settings apply to the whole sequence rather than to a single stage. The daily limit resets at midnight Los Angeles time, and anything either setting holds back waits and goes out later.

The steps you can add

Hover a step in the Add step menu to see what it does, and click a step on the canvas to set its options.

Send and organize

In a message, click a placeholder along the bottom of the box, such as First name or Product name, or type "[" to pick one where your cursor is. A custom trigger offers only the creator placeholders. AI message enhancement is always on, so anything else you put in brackets, in a message or an email, is filled in by AI for each creator.

Flow

An A/B test starts with paths A and B, and can have up to four. In its panel, Add a path adds an empty path beside the others and splits everyone evenly again. With two paths, you set the split with the slider. With three or four, each path has its own share, and the shares must add up to 100% before you can save. Split evenly puts them back to an even split. Removing a path removes the steps on it too, and the paths after it move up a letter, so path D becomes path C. A path that creators have already been down can't be removed, because they would be drawn again onto the other paths and could get a second version; point at its remove button to see how many.

Waiting for a reply

Replied, under Engagement, is the rule for treating the creators who wrote back differently. On a Condition or a Wait until step, it means a reply to this sequence: the creator sent your Shop a TikTok DM after the sequence's first DM to them. A reply to an older campaign doesn't count, so the question it answers is "did they answer my brief?"

• Only TikTok DMs count. The sequence's first DM is what starts the wait, so a creator who wrote to you before it hasn't replied, and an email on either side isn't a reply here.

• TikTok's own automatic messages arrive in the same thread. They aren't the creator writing, so they don't count.

• For a sequence you converted from an outreach agent, the wait starts at the agent's first DM to the creators it carried over.

• Set it to No for the other group: the creators this sequence has DMed who haven't written back.

• Make Replied the step's only rule. Put another rule beside it and the step falls back to the segment meaning of Replied, which is whether the creator has ever replied to one of your agents. That's what it means in a saved segment too, and segments haven't changed.

Reading your sequence

Every creator in a stage is in one of three states.

Stuck is the one to act on. You've already said everything that stage had to say and the creator still didn't move, so those are the people worth a new idea. On the canvas, each stage says what its stuck creators are waiting on, such as "stuck · not shipped" or "stuck · no videos yet", and ends in a gold block with the same count and an Add a step button. A folded stage shows how many steps it has and how many creators are stuck, and a click unfolds it.

Content unfulfilled is drawn to the side of the funnel. Creators who post in time go straight from Content pending to Posted a video, and the lines around Content unfulfilled show how many went each way: into it, straight past it, and back out of it.

A Condition or an A/B test names each of its paths on the line that leaves it, with how many creators took it.

Add a step at the end of a stage, and it goes to the creators stuck there. Stuck counts only creators who are still in the stage. Anyone who left it without moving on, because their sample request was canceled or their posting window ran out, isn't counted as stuck, since a new step can't reach them. The stage's bar and its panel count them separately. The last stage, Generated revenue, has no next stage, so creators there who've had every step show as Finished instead. The same goes for a custom trigger.

To see who they are, click a stage. The panel on the right opens on what needs you. One gray line counts everyone else in the stage: in progress, moved on, past the content deadline, canceled, and excluded. Beside it, the link that says how many creators there are, such as "All 8 creators", opens the whole list, and Back returns from it.

Below that line, the panel says how many creators are stuck and why, and names the five who have been stuck longest. Show all lists every one of them, with a search. Add a step adds a step for them, Add to list puts them on a list, and Export downloads them, up to 5,000 at a time. It's the same count as on the canvas.

If a message couldn't be sent, the panel also says how many creators it failed for, grouped by reason. Open a reason to see the creators and the step that failed. Euka won't try those messages again, so add the creators to a list or export them, and follow up another way. A step's Creators tab shows the same for that one step. When nobody is stuck and nothing failed, you'll see "Nothing needs you here."

The other counts on the canvas open the list already filtered: the number that entered a stage, the green number on a step, or the count on a path. To give the canvas more room, use Hide panel at the top right of the panel. Show panel, in the corner of the canvas, brings it back, and so does clicking anything on the canvas.

For Sample request followups, the Report tab turns the whole sequence into one funnel:

• Green is the conversion rate from one stage to the next.

• Gray is still working through messages, so no action is needed yet.

• Amber is stuck. Those are the creators to chase.

• Red is canceled: the sample request was canceled or rejected.

Filter by agent or by entry date to compare how different agents perform on the same product. For a custom trigger, the Report tab lists the steps instead, with what each one sent and how many creators posted after it.

Sequences compared with CRM agents

How to convert an agent into a sequence

An outreach agent can become a sequence if it's a Message Only, Message + Photo, Message + Spark Code Form, or Message + Creative Brief agent that targets a segment or a list. Agents that target creators by filter, and archived agents, can't be converted.

1. Open the agent. You'll see a banner, This agent can run as a sequence, with a Convert to sequence button.

2. Click Convert to sequence, then Create sequence. The agent stops, and a new sequence opens as a Draft with the same audience, messages, exclusions, sending hours, and daily limit. Nothing has been sent yet.

3. Review the steps, then click Run and confirm with Run sequence. Creators partway through pick up where they left off, and anyone who already finished isn't messaged again.

After you close the banner, the Convert to sequence button stays at the top of the agent's page. It's also in the agent's menu in Outreach > Outreach Agents.

Once an agent stops this way, you can't restart it, and messages it had already queued may still go out. Converting gives you as many follow-ups as you need, conditions that send creators down different paths, A/B tests, and emails, tags, and list updates in the same flow.

When you create a new agent that could be converted, its last step also has a Run as a sequence switch, which builds it as a sequence instead.

Rules and limits

• A sequence can hold up to 200 steps. You don't have to fill every stage before you run it, but you need at least one step.

• Empty stages still count creators, and everyone in one shows as stuck, which is how you find out where follow-up is missing.

• A new sequence is a Draft until you click Run. A draft sends nothing, and neither does a paused sequence.

• A step that's missing something, such as an Add to list step with no list, shows a red warning mark. Point at the mark to see what the step needs. If you save or run before fixing it, you'll see "Some steps are incomplete", and the first one opens.

• A Condition or an A/B test needs a step on at least one of its paths. Until one path has a step of its own, the sequence can't be saved or run. Its panel says "No steps on any path yet" until then.

• Once a sequence is running, we check it every 30 minutes, so a creator who reaches a new stage starts its steps at the next check.

• The numbers on a sequence are worked out in the background, not when you open it. The bar at the top of the sequence says "Numbers as of" and the time. Click the refresh button beside it (Refresh numbers) for new ones, and it reads "Updating numbers…" until they arrive. We also work them out again when you save, pause, or start a sequence, and, on a running sequence you've had open in the last 24 hours, about 10 minutes after each 30-minute check.

• The Sequences list reads those same background numbers, so a sequence's Entered there can be a little behind what it has actually done. Looking at the list asks for any number that's behind, and your next look shows it. On a sequence built on a segment, a list, or custom rules, the row also says how many creators are left to enter, or Remaining count not ready until that count arrives, with a Recount the segment button beside it.

• Sequence DMs count toward your CRM message allowance, as messages from CRM agents do. When the allowance runs out, DMs wait until it has room again, and we email you.

• Emails count toward each sender address's daily limit, which your email campaigns share.

What we don't control

TikTok's own messaging limits apply to sequence DMs too: see Outreach limits: TikTok and your plan.

FAQs

Do my existing agents stop when I start using Sequences?

No. Your agents keep running exactly as they are, and only an agent you convert into a sequence stops. Nothing breaks while you try one.

Can a creator hear from a CRM agent and a sequence on the same day?

Yes. Sequences don't coordinate with CRM agents, so if a busy CRM agent is aimed at the same people, that's worth knowing before you run a sequence at them. On a custom trigger, Skip creators contacted recently can keep recently contacted creators out, but only as they enter.

Why isn't my sequence sending anything?

Check these, in this order:

1. The sequence is running rather than paused.

2. The current time falls inside your Time range.

3. The daily sending limit for that step hasn't been used up.

4. Your CRM message allowance has room.

5. The creators you expected aren't sitting in an excluded segment or list, held back by Skip creators in another sequence, or left out by Skip backlog.

If the sequence shows Needs attention, hover it to see what's wrong. After three failed checks in a row, a sequence pauses itself and emails your team. Fix what it names, then run it again.

Can I edit a sequence while it's running?

No. Pause the sequence, make your change, then run it again, and creators keep their place. If you start a change on a running sequence, it asks you to Pause and edit first. A step you insert goes first to creators who haven't reached that point, even if their next message is already queued but hasn't started sending, and creators already past it don't get it.

Does one sequence cover all my outreach agents?

For Sample request followups, yes. It follows every sample request for its products, whichever agent brought it in, if any, so you set it up once. You can still filter the report by agent to see how each one is performing on that product.

Can I send a collab invite from inside a sequence?

No. A sequence never sends collab invites, the invitations your Shop sends to creators you choose, each with its own commission rate. Targeted collab invites and commission offers stay in Outreach.