sequence-best-practices

plugin: instantly updated: 2026-01-20 # Sequence Best Practices ## Sequence Structure ### Standard 5-Step Sequence | Step | Day | Purpose | Email Type | |------|-----|---------|------------| | 1 | 0 | Initial outreach | Problem + value prop | | 2 | 3 | Social proof | Case study / results | | 3 | 7 | Alternative angle | Different value prop | | 4 | 10 | Soft breakup | "If not a fit..." | | 5 | 14 | Breakup | Last attempt, value-add | ### Extended 7-Step Sequence | Step | Day | Purpose | Email Type | |------|-----|---------|------------| | 1 | 0 | Initial outreach | Problem + value prop | | 2 | 2 | Quick follow-up | Bump + new angle | | 3 | 5 | Social proof | Case study | | 4 | 8 | Value-add | Free resource | | 5 | 12 | Alternative angle | Different ICP pain | | 6 | 16 | Soft breakup | Check-in | | 7 | 21 | Breakup | Final attempt | ## Timing Guidelines ### Optimal Delays | Between Emails | Recommended | Reasoning | |----------------|-------------|-----------| | Email 1 -> 2 | 2-3 days | Stay top of mind | | Email 2 -> 3 | 3-4 days | Let social proof sink in | | Email 3 -> 4 | 3-4 days | Give time to consider | | Email 4 -> 5 | 4-5 days | Breakup needs space | | After breakup | 30+ days | Cool-off period | ### Send Time Optimization ``` Best Days: Tuesday, Wednesday, Thursday Best Times: - 8-10am recipient local time (start of day) - 2-4pm recipient local time (post-lunch) Worst Days: Monday morning, Friday afternoon Worst Times: After 6pm, before 7am ``` ## Email Copy Guidelines ### Length Guidelines | Email Type | Word Count | Lines | Reason | |------------|------------|-------|--------| | Cold outreach | 50-100 | 5-8 | Scannable | | Follow-up | 30-60 | 3-5 | Quick bump | | Case study | 100-150 | 8-12 | Tell story | | Breakup | 40-80 | 4-6 | Clear finale | ### Structure Template ``` [Personalized opening - 1 line] [Problem statement or insight - 2-3 lines] [Brief value proposition - 1-2 lines] [CTA - 1 line] [Signature] ``` ### Subject Line Best Practices | Do | Don't | |----|-------| | Keep 3-7 words | Write novel-length subjects | | Use {{first_name}} or {{company}} | Over-personalize ("Saw you on LinkedIn...") | | Create curiosity | Mislead with clickbait | | Be specific when possible | Use generic templates | | Test lowercase | Use ALL CAPS | **Examples:** - Good: "{{first_name}}, quick question" - Good: "idea for {{company}}'s Q2" - Bad: "RE: Our meeting" (fake reply) - Bad: "FREE TRIAL INSIDE!!!" (spam trigger) ### CTA Best Practices | CTA Type | Example | When to Use | |----------|---------|-------------| | Soft | "Thoughts?" | Early in sequence | | Medium | "Worth a quick chat?" | Middle of sequence | | Direct | "15 min this week?" | After engagement signals | | Breakup | "Should I close the loop?" | Final email | **One CTA Per Email:** Never give multiple options. ## Personalization Strategy ### Personalization Tokens | Token | Example | Priority | |-------|---------|----------| | {{first_name}} | "Hey Sarah," | Required | | {{company}} | "saw {{company}}'s recent..." | Recommended | | {{title}} | "As a {{title}}, you..." | If relevant | | {{industry}} | "In {{industry}}, we see..." | For segmented | ### Custom Personalization | Level | Effort | Impact | |-------|--------|--------| | Basic | Low | {{first_name}}, {{company}} | | Medium | Medium | + recent company news, role-specific | | High | High | + mutual connections, specific insight | **Rule:** Personalize opening line at minimum. Rest can be templated. ## Avoiding Spam Triggers ### Words to Avoid ``` FREE, GUARANTEE, WINNER, CASH, URGENT Click here, Act now, Limited time, Don't miss !!!!, ALL CAPS, $$$$ ``` ### Technical Best Practices | Practice | Reason | |----------|--------| | No images in cold emails | Trigger spam filters | | Max 1 link per email | Multiple links = spam | | No HTML formatting | Plain text performs better | | Short sentences | Looks more personal | | No attachments | Major spam trigger | ## Sequence Psychology ### Email 1: The Opening **Goal:** Establish relevance, create curiosity **Approach:** Problem-focused, not product-focused **Length:** 50-80 words ### Email 2: The Follow-Up **Goal:** Add credibility via social proof **Approach:** "Here's what happened when..." **Length:** 60-100 words ### Email 3: The Pivot **Goal:** Try different angle **Approach:** Different pain point or benefit **Length:** 50-80 words ### Email 4: The Soft Breakup **Goal:** Create scarcity without desperation **Approach:** "If this isn't a priority..." **Length:** 40-60 words ### Email 5: The Breakup **Goal:** Last attempt, leave door open **Approach:** Value-add (resource) + clear close **Length:** 50-80 words