A sales cadence is the plan for how and when a salesperson contacts a prospect: which channel, in what order, and how many days apart. A cold email sequence is an email-only cadence.
An example
- Day 1: first email.
- Day 2: view their LinkedIn profile or connect.
- Day 4: follow-up email.
- Day 9: a phone call, if you have the number.
- Day 16: last email, closing the loop.
Designing one
- Spacing: gaps that grow (3, 5, 7 days) feel patient, not pushy.
- Timing: send in the prospect's working hours, in their time zone.
- Length: four to six touches is plenty for cold prospects.
- Exit rules: any reply, on any channel, ends the cadence.
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