Email Sequence Design

Most replies to cold outreach come from follow-ups, not from the first email. Most senders either stop after one, or send five that all say the same thing in a slightly more irritated tone.

The principle: every step must be worth opening on its own. A follow-up that adds nothing is worse than no follow-up, because it converts a neutral non-response into mild annoyance.

The shape

Four steps over roughly two weeks is the reliable default.

Get shorter as you go. By step four you're asking one question in two lines.