Skip to main content

​
Overview

Use these practices to design sequences that get replies without harming deliverability.
Aim for clear value, short emails, and consistent follow-ups. Every email should read like a personal, one-to-one message.

​
Your offer is everything

The single most important factor that drives responses and conversions is your offer. The better the offer, the better the results. Your offer should feel like a free deliverable that people would normally pay for. Clever copy cannot compensate for a weak offer. Strong offer examples:
  • Complimentary 12-point roof inspection with a written condition report
  • Free roof tune-up (drain cleaning, seam sealing, photo summary)
  • No-obligation repair estimate with a projected budget forecast

​
Sequence structure

Send no more than 3 emails total. Beyond that, email service providers are more likely to classify your messages as spam.
  • 3 emails maximum, spaced 2–3 business days apart
  • Plain text only; disable open tracking
  • Single CTA per email; avoid links in the first touch
  • Aim for about 50 words per email

​
What each email does

  1. Email 1 — Personalization + offer + CTA
  2. Email 2 — Follow up on the offer
  3. Email 3 — Social proof + CTA

​
Copy guidelines

  • Subject lines: ~35 characters, lowercase, no spammy terms — the goal is to invoke curiosity so the recipient opens the email
  • First line: why you’re reaching out to them specifically
  • Value prop: the free deliverable (inspection, maintenance, cost-avoidance)
  • CTA: one yes-or-no question (e.g., “Would you like me to schedule street for a visit?”)

​
Spintax

Always use spintax to generate different variations of your email. The syntax: 
{{RANDOM | option1 | option2 | option3}}
This randomly selects one option per recipient, helping you avoid spam filters and making outreach feel more personal.
Always preview your email to test spintax before launching. Broken syntax produces garbled messages.

​
A/B testing

  • Test subject lines and first sentences first
  • Keep one variable per test
  • Let tests run to at least 50–100 sends per variant

​
Scheduling

  • Send during business hours in recipient time zones
  • Skip holidays; space touches 2–3 business days apart
  • Send follow-ups as replies in the same thread for context

​
When to launch

Only launch after inboxes have warmed for 3–4 weeks and domain authentication passes.
Sequences saved, sending window configured, deliverability options set to plain text.