The sequence step by step

Eight steps. Each one sized to land between 30 seconds and 2 minutes of reading time, because longer-form content drops engagement past the second email.

Day 0 — Welcome

Sent immediately after form submission. Confirms the resource they asked for, sets expectations for what’s next, and offers a low-friction reply path. Open rate runs 60 to 70 percent.

Day 4 — Customer story

One specific customer outcome with named numbers. Not “increased revenue” — “added $340k of pipeline in Q3 by switching from manual to scheduled outbound.” Read time: about 90 seconds. Click rate to the customer page is the secondary metric we track here.

Day 8 — Practical primer

Tactical content the lead can apply without buying anything. Builds credibility. Recipients who reply to this email convert at 4x the rate of those who don’t.

Day 14 — Soft check-in

Three sentences. “Are you still working on this? Worth a 15-minute call?” One CTA. The single highest-converting email in the sequence.

Day 18 — Decision aid

For leads who haven’t booked. Comparison-style content that helps them frame the decision. Not “here’s why we’re better” — “here are the four questions you should be asking any vendor in this space.”

Day 21 — Last touch

Plain-text email from the AE. “I’m not going to keep emailing. If this isn’t the right time, no worries — reply if you’d like to revisit in three months and I’ll set a reminder.” Recovers about 11 percent of leads who’d otherwise drop off.