Our Approach: Initial + 1 Follow-Up
We send two emails total:
- Initial email - Your core pitch
- Follow-up - 3-4 days later if no reply
That's it. Not 5. Not 7. Not 12.
Why Not More Follow-Ups?
The conventional wisdom says: Send 5-7 emails for maximum responses.
The reality:
| Email # | Incremental Reply Rate | Spam Risk |
|---|---|---|
| 1 | Baseline | Low |
| 2 | +3-5% | Low |
| 3 | +1-2% | Medium |
| 4 | +0.5-1% | Medium |
| 5+ | +0.1-0.5% | High |
The Recycling Approach
Instead of pestering the same person 7 times, we:
- Send initial + 1 follow-up
- Wait 2 months
- Contact again with a fresh offer
Why this works:
- Prospects don't remember emails from 2 months ago
- New offer = new opportunity to connect
- No "ugh, this person again" reaction
- Maintains sender reputation
The Data
| Approach | Total Replies | Spam Complaints | Reputation Impact |
|---|---|---|---|
| 2 emails + recycle | Higher | Lower | Neutral to positive |
| 7 emails straight | Similar | Higher | Negative |
Timing Between Emails
| Timing | |
|---|---|
| Initial | Day 1 |
| Follow-up | Day 4-5 |
| (Recycled campaign) | Day 60+ |
What Goes in Each Email
Initial email:
- Value proposition
- Specific to their situation
- Clear call-to-action
Follow-up:
- Short - 2-3 sentences
- References initial email
- New angle or question
Key Takeaway
2 emails now + fresh campaign later beats 7 emails in a row. Protect your sender reputation while maintaining contact with prospects over time.