Abstract The article contains a literature review of facts and views on the strategies of sexual behaviour in mammals, taking into account the role of the animal’s species, sex, and position in the herd. The role of the senses, brain, and hormones in the expression of animals’ sexual behaviour is discussed, as well as the role of induction of the coitus reflex and social behaviour in the reproduction of present-day wild and domesticated animals. The analysis shows that the predominant strategy of sexual behaviour in females is to attract multiple potential partners to acquire the best male. The predominant strategies in the sexual behaviour of males of most mammalian species are aimed at fertilizing as many females as possible. Expression of sexual behaviour requires the generation of a set of characteristic sexual reflexes that indicate readiness to copulate and are sexually stimulating. Animals are differ in expressing their sexual behaviour. Some individuals react quickly and dynamically to sexual stimuli and immediately begin coitus, while others require longer preparation for successful coitus. Sexual behaviour influences the status of individuals in some species. Wild mammals with high expression of the sexual behaviour typical of a given species usually occupy a dominant position, which gives them an advantage in the search for breeding partners, access to food, and the expression of preferred social behaviour. Expression of sexual behaviour is stimulated by stimuli from potential sexual partners, which induce copulatory reflexes. These reflexes have been described in numerous animal species. They should be generated in the proper order and proceed without disruption for successful coitus and fertilization to occur.