Most replies come from follow-ups, not first emails. Here's how to build sequences that convert without being annoying.
The Data on Follow-Ups
- 80% of sales require 5+ follow-ups
- Most reps give up after 2
- The best day for follow-ups is Tuesday
- Best time: 9-11 AM recipient's timezone
The Ideal Sequence Structure
Email 1 (Day 1): The intro Direct value prop, one clear CTA. Keep it under 100 words.
Email 2 (Day 3): The bump Short and casual. "Bumping this up - did you get a chance to look?"
Email 3 (Day 6): New angle Try a different value prop or share social proof. Maybe they didn't care about angle #1.
Email 4 (Day 10): The resource Provide value without asking. Share relevant content, a case study, or insight about their industry.
Email 5 (Day 14): The breakup Give them an easy out. Paradoxically, these often get the best replies.
Templates That Work
The Bump: "{{firstName}},
Floating this back up. I know things get buried.
Still open to connecting?
- [Your name]"
The New Angle: "{{firstName}},
Different thought - [alternative value prop or angle].
Might be more relevant for where {{company}} is right now?
- [Your name]"
The Breakup: "{{firstName}},
I've reached out a few times with no reply, which usually means:
- Not interested (totally fine)
- Interested but buried
- Wrong person to talk to
Which is it? Happy to close the loop either way.
- [Your name]"
When to Stop
After 5-6 touches with no engagement, move on. But don't delete them - set a reminder to try again in 3-6 months with fresh context.