# Sequences and steps

> Build LinkedIn and email sequences in Ghost: templates, AI-written copy, the five step types, delays, merge fields, the 220-character invite note limit, auto-withdraw and the not-accepted email route.

Source: https://www.growwithghost.io/docs/outbound/sequences/

A sequence is the list of steps each person in a campaign goes through, with a delay in days between them. One sequence can mix LinkedIn and email steps.

**Where to find it:** **Campaigns → Sequences**, or **New sequence** inside the campaign wizard.

## Start from a template

Click **Create Sequence** to pick a template, or start blank.

| LinkedIn only | LinkedIn + email |
|---------------|------------------|
| ICP Cold Outreach | Full Multi-Touch: LinkedIn + Email |
| Re-engage Dormant Connections | Email-First ICP Outreach |
| Event / Webinar Follow-up | Multi-Channel: LinkedIn + Email |
| Content Engager → Conversation | |
| Minimal 2-Step | |

## Write it with AI

On the left of the builder, fill in the brief:

- Sequence name and description
- **Who are you targeting?**
- **Value proposition / hook**
- Pain points (optional)
- Tone and goal

Click **Generate sequence** (or press Cmd/Ctrl + Enter). Ghost writes every step. Use **Refine** on a single step, or **Refine with feedback → Rewrite all steps** to change the lot. You can always edit any step by hand and drag steps to reorder them.

Save with **Save as draft** or **Save & activate**.

## Step types

| Step | What it does |
|------|--------------|
| **Connection Request** | Sends an invite, with an optional note. Ghost views their profile (and sometimes likes a post) just before, so you don't need a separate warm-up step. |
| **LinkedIn Message** | Sends a message. Needs you to be connected. |
| **Email** | Sends from your connected mailbox, with a subject and body. Needs the contact's work email. |
| **Profile View** | Views their profile, as a warm-up. |
| **Like Recent Post** | Likes their latest post. Skipped if they haven't posted recently. |

Every step after the first only runs if they haven't replied. There are no InMail, follow, endorse or if/else steps.

## Delays

Each step has a **Wait (days)** setting: whole days after the previous step. The first step can send as soon as someone is enrolled. Ghost adds a few random hours to each delay and keeps every send inside your working hours, so the timing never looks automated.

A typical multi-channel sequence:

```
Day 0   Connection request (with a short note)
Day 2   LinkedIn message (after they accept)
Day 5   Email
Day 9   LinkedIn message
```

## Merge fields

| Merge field | Becomes |
|-------------|---------|
| `{{first_name}}` | First name |
| `{{last_name}}` | Last name |
| `{{full_name}}` | Full name |
| `{{company}}` | Company name |
| `{{job_title}}` | Job title |
| `{{how_we_help}}` | A sentence Ghost writes for each contact, about how you can help them |

Ghost flags anything it can't fill, such as `[First name]` or `{{location}}`, and suggests the right field. Use **Preview** to see a step with a real contact's details.

## Invite note limit

Keep connection notes to **220 characters**, including merge fields once they're filled in. LinkedIn's own limit is 300, but it rejects notes close to it.

## Invites that aren't accepted

**Auto-withdraw unaccepted invites** after 7, 14 (recommended), 21 or 28 days. Withdrawing old invites keeps your pending list healthy, which LinkedIn watches.

### The not-accepted email route

Add steps under **Not accepted → Email** to keep going with people who never accept:

- The route starts when an invite is withdrawn. Its first delay counts from the withdrawal.
- It can only contain email steps, and needs a connected mailbox and a work email.
- Write these as standalone cold emails. Don't mention LinkedIn or connecting.

Without this route, an unaccepted invite ends the sequence for that person.

## Sequence statuses

**Draft**, **Active** or **Paused**. From the row menu you can edit, duplicate, pause or activate, and delete a sequence.

## Tips

- Keep sequences to 3–5 touches.
- Make the first message about them, not you. Reference their post, their company or why you're reaching out now.
- One ask per message.
- Leave 2–5 days between touches.