| name | sequence-best-practices |
| version | 1.0.0 |
| description | Email sequence design and optimization best practices |
| user-invocable | false |
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
