> ## Documentation Index
> Fetch the complete documentation index at: https://docs.leads.roofera.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Best practices

> Proven guidelines for sequences, copy, offers, and spintax in commercial roofing outreach.

## Overview

Use these practices to design sequences that get replies without harming deliverability.

<Tip>Aim for clear value, short emails, and consistent follow-ups. Every email should read like a personal, one-to-one message.</Tip>

## 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

<Warning>Send no more than 3 emails total. Beyond that, email service providers are more likely to classify your messages as spam.</Warning>

* 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.

<Warning>Always preview your email to test spintax before launching. Broken syntax produces garbled messages.</Warning>

## 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

<Warning>
  Only launch after inboxes have warmed for 3–4 weeks and domain authentication passes.
</Warning>

<Check>Sequences saved, sending window configured, deliverability options set to plain text.</Check>