Step 1: Keep Your Sequence Concise
Limit your cold email sequence to three emails total (initial email + two follow-ups)
Response rates typically "fall off a cliff" after the third email
Step 2: Repurpose Your Initial Email Content
Don't reinvent the wheel for follow-ups
Reuse the core offer and value proposition from your first email
Think of follow-ups as pieces of the same puzzle—not new messages
Step 3: Create Your First Follow-Up (Email #2)
Keep the same core offer as the initial email
Consider offering a tangible asset like:
A strategy document
A selection of resumes/CVs
A list of ideas specific to their business
Make the request simple and direct
Example: "I outlined a full YouTube strategy for you with ten video topics, thumbnail ideas, and script outlines. You don't mind if I share the strategy doc with you here?"
Step 4: Create Your Second Follow-Up (Email #3)
Focus on offering a video explanation of your solution
Keep it extremely short and direct
Make it easy to say "yes" to viewing your content
Example: "I recorded a quick video going over a YouTube strategy you can use to sign five high-ticket clients in the next 90 days. Mind if I share the video here?"
Step 5: Develop A/B Test Variations
For each email in your sequence, create at least one alternative version
Test significantly different approaches:
Ultra-short (one sentence) emails
Bullet-point formatting
Different opening styles
Varying levels of directness
Step 6: Incorporate These Effective Variations:
For Email #2:
Standard Version: Offer a specific asset (strategy doc, resumes, etc.)
Short Version: Directly pitch a video that showcases your solution
For Email #3:
Video Offer: "I recorded a quick video going over [specific solution]. Mind if I share the video here?"
Referral Request: "Who might be the best person at [company name] to discuss [your solution] with?"
Step 7: Maintain Consistency in Your Core Offer
While testing different formats and approaches, keep your value proposition consistent
Repetition helps prospects recognize and remember your offer
Think of it like advertising—seeing the same message multiple times increases effectiveness
Best Practices:
The most effective follow-ups are extremely short and direct
Sometimes email #3 outperforms earlier messages by being ultra-focused
Don't change what you're offering—change how you present it
Include a simple question that's easy to say "yes" to