Cold email sequence
Definition
A cold email sequence is a planned series of emails to the same person, usually two to four emails over one to three weeks, with each one following up on the first rather than starting over.
A cold email sequence is a planned series of emails to the same person, usually two to four emails over one to three weeks, with each one following up on the first rather than starting over.
The word "sequence" covers two very different things. One is three short emails over twelve days, all about the same thing, each a reply to the last. The other is seven emails over five weeks that each ask for 15 minutes in a different way. The first works. The second is why buyers hate cold email.
The sequence that works has a shape. Email one names the thing that just happened at the company and offers something specific. Email two, four or five days later, is a reply to the first that says something useful whether or not they buy. Email three, a week after that, asks whether to close the file or check back later, and gives them an easy way to say later. That third email produces a surprising share of the meetings, usually a month on.
An example
Day 1: "Saw the IT Administrator posting last week. With a DoD sub in the mix, the Level 2 requirements start showing up in renewals this November, and one admin hire doesn't get an environment through an assessment." Day 5, as a reply: "One more thing on this. The two subs we took through it both had the same finding: MFA and logging were fine, but the documentation wasn't. Happy to send the checklist." Day 12, as a reply: "Should I close this out, or check back once the admin starts? Either's fine."
What to avoid
More than three or four emails. Emails that restart instead of replying. A different pitch in each one. And any email that opens with "just following up," which tells the reader the sender has nothing new to say.
Related terms
Cold email · Cold email follow-up · Cold email formula · Multi-channel outbound
If you want this run for you, see our cold email agency, or cold email for MSPs.
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