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Overview

Use these practices to design sequences that get replies without harming deliverability.
Aim for clear value, short emails, and consistent follow-ups. Personalize where possible.

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Sequence structure

  • 4–6 total touches over 21–28 days
  • Plain text only; disable open tracking
  • Single CTA per email; avoid links in the first touch
  • Keep body to 3–6 short sentences
  • Length targets: Email 1 ≈ 75–150 words; follow-ups 30–90 words

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Copy guidelines

  • Subject lines: 2–8 words, lowercase, no spammy terms
  • First line: why you’re reaching out to them specifically
  • Value prop: inspection, proactive maintenance, or cost-avoidance angle
  • CTA: one simple question (e.g., “Worth a quick look next week?”)

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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

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Scheduling

  • Send during business hours in recipient time zones
  • Skip holidays; space touches 3–5 business days apart
  • Send follow-ups as replies in the same thread for context

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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.