Email Sequence
Last updated: March 2025
Definition
A planned series of emails sent over days or weeks to move a prospect toward action. Each email builds on the last with a different angle, proof point, or ask. Typically three to seven emails spaced three to five days apart. One email rarely closes the deal. The sequence does the persistence work.
Why It Matters
80% of sales require five or more touches. Sending one email and giving up leaves massive revenue on the table. A well-structured sequence keeps you in front of prospects without being annoying because each message adds new value or a new angle.
How to Improve
- Vary the angle in each email. Email one introduces, email two adds proof, email three changes the frame, email four creates urgency.
- Keep the sequence to five to seven emails max. Beyond that, you're annoying people who've already decided no.
- Include a breakup email at the end. 'Should I close your file?' often triggers responses from people who were on the fence.
- Track which email in the sequence gets the most replies. That tells you which angle resonates and should lead future campaigns.