Let’s start from the top. A top-performing cold email sequence consists of an opening email and follow-ups
First cold email
For many outreach hackers, this is usually the best email in the entire sequence. Its components are:
● Subject line. The first thing you want to look out for is not to make it too long because some people will check it out on their mobile where you have less “real estate”. Up to 5-6 words is usually the best. Then, treat it like a newspaper headline. It should intrigue prospects, motivate them to open the email.
● Intro line. This is where you break the ice and incentivize your prospects to lower their guard down. Essentially, you want them to read that intro and be like, “Ok, this is not a boring salesperson, let’s see what they want''. This is achieved by using genuine compliments or questions, common ground, and referencing things of their interest.
● Pitch. There are plenty of ways in which you can structure your pitch. One of the examples is the PAIN - SOLUTION technique, where you reference their most important pain and position your product/service as a solution. Another way to do it is through an empathetic example. Have you already done what they’re doing now? Show them the magic and position your product/service along the way.
● Call-to-action. It should come naturally after your pitch. To find out the one that works best, you have to test. But, don’t confuse prospects with too many options. Don’t be pushy either. Fight friction and don’t make them think too much. If what you’re saying resonates with them, they should be able to book a call with you in approximately 30 seconds.
Follow-ups
The first thing people ask about follow-up emails is how many to send. Along with how not to be boring and send those same types of “did you read my last email” messages.
The strategy with follow-ups can be: 1) use well-structured reminders or 2) storytelling.
When you’re reminding people, you need to understand the quality of your first email. You do that by analyzing the results. For instance, did people not reply because they forgot or because it could be better. If you’re reminding them and you’re dealing with the latter, that won’t do the job, would it?
It’s okay to reference the prior message, but try to repeat the most important information in the follow-up. Make it sharp and write it in a slightly different way.
If your strategy is storytelling, a good idea is to reveal one more gem with every subsequent email. For example, in my first email, I can speak about problems with email deliverability. But, in my follow up I can show you how to fix them. The second follow-up can showcase a relevant use case from your industry.
This strategy is great because it adds value with every additional email in the sequence. The trick is to connect the dots and position it as a story.
How many follow-ups should you send?
A solid framework would look something like this:
● 2-day delay between email 1 and 2
● 2-day delay between email 2 and 3
● 3-day delay between email 3 and 4