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A prospecting email sequence is the series of messages sent to a prospect from the first contact through the last. When done well, it generates appointments without requiring human intervention between each email. When done poorly, it burns through an entire list without producing any results.
Why a sequence and not a single email?
80% of responses come after the second or third follow-up. Sending just one email and giving up when you don’t hear back means leaving the majority of opportunities on the table. A prospect who hasn’t responded hasn’t necessarily turned you down. They might have been busy, read the email while on the go, or intended to reply but forgot.
The sequence brings your message back to the top of their priority list at just the right time, with a new angle each time.
The Optimal Number of Messages
5 to 6 messages over 15 to 20 days. Any fewer, and you’ll give up too soon. Any more, and you’ll become intrusive and damage your sender reputation. Most responses come in response to messages 2, 3, and 4.
The structure of each message
Message 1 to J1: Initial contact, value proposition, and a gentle call to action. An intriguing subject line, a personalized opening line, a piece of evidence, and a simple question. 80 to 100 words.
Message 2 to J4: Different angle. Do not repeat the first message. Include a new element: client results, useful resource, industry perspective. 60 to 80 words.
Message 3 to Day 8: Social proof. A specific client case study, a concrete figure, or a reference your prospect recognizes. 60 to 80 words.
Message 4 to Day 12: Direct question. "Is this not the right time, or is this topic simply not a priority for you right now?" This question often elicits more responses than the previous messages.
Message 5 to Day 17: Break-up email. Final message, relaxed tone, no pressure. Leave the door open. This message regularly elicits responses from prospects apologizing for the delay.
The Rules for an Effective Sequence
Stop the sequence as soon as you receive a response, regardless of what it is. Never send two messages on the same day or within 48 hours of each other. Tailor the content based on behavior: a prospect who has opened the message four times without responding deserves a different message than one who has never opened it.
Never include links in your first two messages. Links trigger spam filters and reduce deliverability.
Send messages as replies to the same conversation rather than as separate emails. A conversation thread increases open rates for follow-ups by 30 to 40%.
Automation of the sequence
Lemlist and LaGrowthMachine allow you to fully customize these sequences. As soon as a response is received, the sequence stops automatically. If the prospect hasn't opened the email after 3 days, the next message is sent with a different subject line.
A clean, segmented prospecting database is essential for the sequence to work. And to ensure that every message is impactful, the rules of cold email copywriting provide a line-by-line guide.
