Sequences

A single cold email almost never books a meeting. The reply usually comes on touch 3, 4, or 5. Sequences are how you get there without being annoying.

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Our default sequence structure

We run a 5-touch sequence over approximately 18 days. Every touch adds something — a new angle, new information, or a different ask. We never send a “just following up” email.

Touch	Day	Type	Purpose
1	Day 1	Signal-based intro	Open the conversation with a specific hook
2	Day 4	Problem deepening	Name the pain from a different angle
3	Day 8	Social proof	Reference a similar company or outcome
4	Day 13	Value add	Share something useful — a resource, insight, or observation
5	Day 18	Breakup	Close the loop, remove friction

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Touch-by-touch breakdown

Touch 1 — The signal hook

The first email is covered in the Copywriting section. Short, specific, one ask.

Touch 2 — Problem deepening

Don’t repeat touch 1. Pick a different angle on the same problem:

“Sent you a note last week about [X]. Thought I’d add one more thing — most [role] we talk to at [stage] say the real issue isn’t finding leads, it’s that the ones they have aren’t converting at the rate they need. That’s usually a signal quality problem, not a volume one. Worth 15 minutes?”

Touch 3 — Social proof

Reference an outcome without naming the client (unless you have permission):

“We just wrapped 60 days with a [similar company type] — booked 14 qualified meetings. Their situation was similar to what I described last week. Happy to walk you through what we did if it’s relevant.”

Touch 4 — Value add

Send something genuinely useful. Not a brochure. Options:

• A short breakdown of what you’d do differently for their specific ICP
• A framework doc (like this one)
• An observation about something in their market or stack

“Found something you might find useful — [link to relevant resource]. Thought of it given what I mentioned about [their signal]. Still happy to connect if the timing ever makes sense.”

Touch 5 — The breakup

The highest-reply-rate email in most sequences. Remove pressure, make it easy to say no:

“Last note on my end — I don’t want to keep cluttering your inbox if this isn’t relevant. If the timing isn’t right or outbound isn’t a priority, just say the word and I’ll leave you alone. If it is, 15 minutes is all I need. Either way, no hard feelings.”

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Why the breakup email works

It triggers loss aversion. People are more motivated by the prospect of losing something (the option to engage) than by gaining something. The breakup email also signals confidence — you’re not desperate.

Typical breakup email reply rates: 20–40% of total sequence replies come from the final touch.

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Sequence variations

We run multiple sequence variants simultaneously to test what performs:

• Variant A vs B — Different angle on touch 1 (signal hook vs. problem-first)
• Subject line splits — 2 subject lines per sequence, rotated evenly
• Length splits — Ultra-short (under 60 words) vs. standard (80–100 words)

We report on variant performance weekly and promote the winner to full volume by week 3.

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What we don’t do

• Daily follow-ups — Aggressive and counterproductive after touch 2
• “Just checking in” — Adds no value, signals desperation
• Asking for too much — Every touch asks for a 15-minute call, not a 45-minute demo
• Pitching on touch 1 — We open a conversation, not close a deal

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Re-engagement

Contacts who don’t respond to the initial 5-touch sequence aren’t deleted. We move them to a re-engagement list and contact them again after 60–90 days with a fresh angle, especially if we find a new signal (job change, funding, product launch).

Long-term, these contacts convert at a meaningful rate — 8–15% of booked meetings in month 4+ come from re-engagement.