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Copy GuideMarch 14, 20266 min read
How to Structure a Cold Email Sequence
Sequence table. Rules list.
sequencestructurecold emailfollow-upTypical Sequence
| Subject | Body | |
|---|---|---|
| 1 | Short, curiosity or question | One problem, one ask. No pitch dump. |
| 2 | Add value or new angle | Resource, insight, or different hook. Don't repeat. |
| 3 | Simple bump or question | Quick check or one more reason to reply. |
| 4 | Breakup or last touch | Optional. 'Should I close your file?' or genuine close. |
Rules
- ✓Each email stands alone - if they only read one, it makes sense
- ✓Different subject each time - never same subject
- ✓Keep total touches to 3-5; then pause
- ✓Space 3-5 days between emails
First email body: what to include. Subject lines: subject lines that get opened. Follow-up timing: how often to follow up.
FAQ
How many emails in a cold sequence?
3-5 total. First email, 2-3 follow-ups, optional breakup. More than 5 with no reply usually doesn't help. See how many follow-ups before giving up.
Should every email have the same CTA?
You can repeat the ask, but vary the framing. First: 'Quick call?' Second: 'One question.' Third: '2 min to discuss?' Same goal, different angle.
When should I add a breakup email?
After 3-4 no-reply touches. A breakup can sometimes get a reply ('Please remove me' or 'Not now'). Either way you get closure. See how often to follow up for timing.