Why Sequences Beat Single Emails
Most people reply to the second, third, or fourth email — not the first. Data from Leads Genie campaigns shows that 68% of all replies come from follow-up emails, not the initial outreach.
A well-built sequence captures that 68%.
The Anatomy of a High-Converting Sequence
Email 1 — The Opener (Day 1)
Goal: Get a reply or a click.
Keep it short: 3–5 sentences. Lead with a specific observation, pitch the outcome (not features), include one proof point, end with a low-friction CTA.
Email 2 — New Angle (Day 3)
Goal: Address a different pain point.
Don't just say "following up." Bring something new — a different use case, a customer story, a relevant data point. Treat this as a standalone email that happens to reference the first.
Email 3 — Value Add (Day 7)
Goal: Be useful, not just persistent.
Share something genuinely useful: a case study, a relevant blog post, a quick tip related to their industry. This positions you as an expert, not a pushy salesperson.
Email 4 — Social Proof (Day 12)
Goal: Remove doubt.
If they haven't replied, they might need more evidence. Share a specific customer result, a testimonial, or a G2/review screenshot. Make it easy for them to say yes.
Email 5 — The Break-up (Day 18)
Goal: Get a definitive answer.
The break-up email consistently gets the highest reply rates in a sequence — because it creates urgency and triggers loss aversion.
Example:
*"[First Name] — I've reached out a few times but haven't heard back, so I'll assume the timing isn't right and won't follow up again. If that changes, I'm here. [Your Name]"*
Timing & Delays
| Step | Delay | Reason |
|---|---|---|
| Email 1 | Day 1 | Initial contact |
| Email 2 | Day 3 | Short enough to stay fresh |
| Email 3 | Day 7 | Gives them a full week |
| Email 4 | Day 12 | Patient but persistent |
| Email 5 | Day 18 | Final attempt |
Setting Up Your Sequence in Leads Genie
1. Go to Campaigns ? New Campaign
2. Add your sending accounts (enable inbox rotation for sequences)
3. Build your sequence steps with the delays above
4. Add personalisation variables: {{first_name}}, {{company}}, {{job_title}}
5. Set reply detection: Leads Genie automatically stops the sequence when a prospect replies
6. Launch with a test send to your own email first
Common Mistakes to Avoid
- Sending all 5 emails in one week — too aggressive, high spam complaints
- Identical tone in every email — vary length, format, and angle
- Not stopping on reply — always enable reply detection
- Forgetting opt-outs — include an easy unsubscribe in every email
- Too many links — max one link per email, ideally none in the first email