The Power of Sequences
A single email has roughly a 2% response rate. A well crafted sequence of five to seven emails can push that above 15%. The key is that each email in the sequence adds value, changes the angle, or introduces new information rather than simply repeating the same ask.
Email One: The Introduction
Keep this short. Introduce yourself, reference something specific about their business, and clearly state why you are reaching out. End with a soft call to action like "would it be worth a quick chat?" Do not attach anything or include links. Just start the conversation.
Email Two: The Value Add
Send this three business days later. Share a relevant insight, statistic, or case study that relates to their business. Do not pitch. Just demonstrate that you understand their world. "I noticed your industry is dealing with [specific challenge]. Here is how similar businesses are handling it."
Email Three: The Social Proof
Five days after email two. Share a brief story about a client in a similar situation who achieved specific results. Keep it concrete with real numbers where possible. This builds credibility without being salesy.
Email Four: The Different Angle
A week later. Approach from a new direction. Maybe reference a different problem your product solves, or mention a piece of content they published. This shows persistence without repetition and proves you are paying attention.
Email Five: The Breakup Email
This one is counterintuitive but effective. Send a message saying something like "I have reached out a few times and have not heard back. I understand you are busy, so I will not keep following up. If things change, here is how to reach me." This often triggers a response because it removes pressure and creates a small sense of loss.
Personalisation at Scale
When you have access to detailed product information through a platform like Zepys, creating personalised sequences for different product lines becomes much more efficient. You can template the structure but personalise the details. The first and last sentences of each email should be unique to the recipient. The middle can follow a pattern. This lets you run sequences efficiently without sacrificing the personal touch that gets responses.