Definition
A follow-up sequence (or cadence) is a planned series of messages sent after a first cold email to people who haven't replied. Sending tools stop the sequence automatically when someone replies.
A typical sequence
- Email 1 — the main message.
- Email 2 (3–4 days later) — a short follow-up with something new.
- Email 3 (about a week later) — a final note, often with a resource or a different angle.
Some teams add calls or LinkedIn touches between emails.
What each step should do
- add value — a new fact, example or resource
- stay short — follow-ups should be shorter than the first email
- change the ask — a different format or a smaller step
How many steps?
Two or three follow-ups are enough for most cold outreach. Longer sequences can feel pushy and generate complaints.
Rules
Stop immediately when someone asks. Keep an opt-out line and honour it across all your lists.
Related: how to follow up on a cold email
Example
Day 0: an email with a Maps-rank observation and an offer. Day 4: "One more thing — your profile lists no services." Day 11: "I'll leave it here — the fix list is yours if useful." The sequence stops the moment the prospect replies.
Key takeaways
- Sequences are planned follow-ups after the first email.
- Two or three follow-ups is plenty.
- Each follow-up should add something new.