Sequences & Follow-Ups
Configure the automated SMS/email sequence that runs after every missed call.
🧠 Core Concepts
Per-Phone-Number Sequences
Each phone number has its own independent sequence. Configure different messaging for different lines (e.g., main line vs. emergency line).
5-Touch Default
New numbers get a pre-built sequence: SMS → Email → SMS → Email → SMS over 3 days. Customize or replace entirely.
Auto-Stop on Reply
The moment a lead replies (SMS or email), all pending steps cancel instantly. No double-messaging.
Step Order Matters
Steps execute in step_order sequence (1, 2, 3...). Delays are cumulative from the missed call timestamp, not from the previous step.
Channel Types
SMS steps send text messages. Email steps send HTML + plain text. Both support template variables.
Active/Inactive Toggle
Disable steps without deleting them. Inactive steps are skipped but preserved for later.
📋 Default 5-Touch Sequence
Every new phone number gets this sequence automatically. Edit inSettings → Sequences.
Hi {{lead_name}}, this is {{business_name}} — sorry we missed your call! Happy to help, just reply here or call back anytime.
Full HTML email with reply-to-text instructions...
Just checking in — let us know if you need anything! We're here to help.
Friendly follow-up with direct contact info...
Last attempt — we're here if you need us. Just reply and we'll get you sorted.
🔤 Template Variables
Use these in SMS templates, email subjects, and email bodies. They're replaced at send time.
| Variable | Description | Example Output |
|---|---|---|
| {{lead_name}} | Lead's name (from caller ID or manual entry) | Marcus |
| {{business_name}} | Your business name (set in onboarding) | Torres Plumbing |
| {{lead_phone}} | Lead's phone number in E.164 format | +12145550132 |
| {{business_phone}} | Your Ringback phone number | +12145550199 |
✏️ Editing Steps
Open Settings → Sequences
Navigate to /settings/sequences and find your phone number's editor.
Click Edit on any step
Each step has an edit button (pencil icon) to modify channel, delay, and template.
Choose Channel
Toggle between SMS and Email. SMS uses template_sms; Email uses subject + HTML + plain text.
Set Delay
Pick from presets (Immediate to 3 days) — delays are minutes from the missed call time.
Write Template
Use {{lead_name}} and {{business_name}} variables. SMS: 1600 char max. Email: full HTML + plain text.
Save
Click Save Step. Changes apply to new leads immediately; in-progress sequences use old config.
Reorder (Optional)
Change step_order values to reorder. Gaps are fine (1, 5, 10...).
Add/Remove Steps
Use API to add new steps or set is_active=false to disable without deleting.
⏱️ Available Delays
Delays are minutes from the missed call timestamp. Choose from presets or use custom values via API.
🤖 AI Voice Callback (Optional)
Enable an AI voice assistant to call missed leads back immediately — before the first SMS even sends.
- Triggers on missed call (configurable: immediate or after N minutes)
- AI asks for name, reason for call, urgency level
- Transcribes call and creates lead with full context
- If lead answers, SMS sequence still runs (or can be disabled)
- Toggle per phone number in Sequences settings
Configure in Settings → Sequences per phone number.
💡 Best Practices
Keep SMS under 160 chars when possible
Longer messages split into multiple segments (costs more, may arrive out of order).
Front-load value in first message
First SMS has highest read rate. Include business name, apology, and clear CTA (reply here).
Vary channel and tone
SMS = urgent/personal. Email = detailed/info-rich. Don't repeat identical content.
Space delays for human rhythm
Immediate → 30 min → 2 hrs → 6 hrs → 24 hrs mimics natural follow-up cadence.
Test with demo mode first
Use /onboarding demo flow to receive real texts/emails before going live.
Monitor reply rate weekly
Dashboard shows reply rate. If <20%, tighten messaging or adjust timing.
🔧 Common Issues
Messages not sending
Check phone number is verified (green badge in Sequences). Verify Twilio credentials in Settings → Billing. Check rate limits.
Lead stuck in 'active' after reply
Reply detection uses webhook. Verify Twilio webhook URL is set correctly in Twilio Console → Messaging → Settings.
Email not delivering
Check SendGrid/Mailgun credentials. Verify domain authentication (DKIM/SPF). Check spam folder.
Sequence not starting
Confirm call forwarding is configured (see Phone Setup guide). Missed call must hit Ringback webhook.
Template variables not replacing
Variables are case-sensitive: {{lead_name}}, {{business_name}}. Lead name comes from caller ID or manual edit.
AI voice not triggering
Enable in Sequences settings per number. Requires Twilio Voice configured. Check webhook URL for voice calls.