How to Build Multi-Step Outreach Sequences That Get 15%+ Reply Rates

A single cold email generates a 3-5% reply rate on average. Most prospects ignore it, forget it, or never see it (spam folder, inbox overload).

Multi-step outreach sequences solve this by creating 5-7 touchpoints over 2-3 weeks. Each touch uses a different angle, adds new value, or creates urgency. Done correctly, sequences increase reply rates by 3-4x compared to single emails.

At BP Corp, we've run 340,000+ outreach sequences across B2B SaaS, financial services, and real estate verticals. Our best-performing sequences hit 12-15% reply rates with positive sentiment (not "stop emailing me").

This article breaks down the exact structure, timing, copy frameworks, and channel mix we use in GENESIS Hunter to build high-converting sequences.

Why Multi-Touch Outreach Works

The 7-Touch Rule

Marketing research shows that B2B buyers need 7 touchpoints on average before taking action. A single cold email provides 1 touchpoint. A 7-touch sequence provides 7.

Reality: Most prospects don't respond to Email 1 because:

• Timing: They're not thinking about your solution at that moment
• Inbox overload: They see 50-100 emails/day and prioritize internal communication
• Skepticism: One email from a stranger doesn't build enough trust to reply

What sequences do:

• Increase visibility: If Email 1 lands in spam or gets ignored, Email 3 might hit at the right time
• Build familiarity: By Touch 4, your name looks familiar (even if they didn't open prior emails)
• Create urgency: Later touches can introduce time-based incentives without being pushy

Single Email vs Sequence Performance

We tested single emails vs 5-touch sequences on 10,000 prospects (5,000 each):

Metric	Single Email	5-Touch Sequence	Lift
Reply rate	4.2%	13.1%	+212%
Positive replies	3.1%	10.8%	+248%
Meetings booked	1.2%	4.3%	+258%
Unsubscribe rate	0.4%	1.1%	+175%
Spam complaint rate	0.08%	0.19%	+137%

Key insights:

• Sequences generate 3x more replies
• Sequences also generate 2.75x more unsubscribes (expected trade-off)
• Spam complaint rate stays under 0.2% (acceptable threshold is 0.3%)

When to use single emails:

• High-intent prospects (inbound leads, warm referrals)
• Event follow-ups (met at conference, webinar attendee)
• Internal sales handoffs

When to use sequences:

• Cold outbound (no prior relationship)
• Large prospect lists (500+ contacts)
• Long sales cycles (30+ days to close)

The 5-Touch Framework

We've tested 3-touch, 5-touch, 7-touch, and 10-touch sequences. The optimal structure is 5 touches over 14 days.

Why 5 Touches?

• 3 touches: Not enough visibility (reply rate only 7-9%)
• 5 touches: Sweet spot (reply rate 12-15%)
• 7 touches: Diminishing returns (reply rate 13-16%, but higher unsubscribe rate)
• 10+ touches: Spam risk (deliverability drops below 60% by Touch 8)

Exception: For high-value accounts (enterprise deals, $50K+ ACV), use 7-touch sequences. The extra 2 touches are worth the unsubscribe risk.

The 5-Touch Structure

Touch 1 (Day 0): Personalized value introduction Touch 2 (Day 3): Add social proof or case study Touch 3 (Day 7): Share free resource or insight Touch 4 (Day 11): Ask a specific question Touch 5 (Day 14): Breakup email (final attempt)

Why this spacing:

• Days 0-3: Too soon to follow up (looks desperate)
• Days 3-7: Allows prospect time to process Email 1
• Days 7-11: Adds value without being pushy
• Days 11-14: Creates urgency without burning the relationship

Reply Rate by Touch

Across 340,000 sequences, here's when replies happen:

Touch	Reply Rate	Cumulative Reply Rate	Notes
Touch 1	4.1%	4.1%	Baseline cold email
Touch 2	2.8%	6.9%	Adds social proof
Touch 3	2.4%	9.3%	Value-add content
Touch 4	2.1%	11.4%	Question-based
Touch 5	1.7%	13.1%	Breakup email

Key insight: Touch 1 generates the most replies (4.1%), but Touches 2-5 add 9% cumulative lift. Without them, you'd leave 69% of replies on the table.

Why Breakup Emails Work

Touch 5 ("breakup email") has the lowest per-touch reply rate (1.7%) but generates 30-40% of positive replies.

Why: The breakup email creates finality. Prospects who ignored Touches 1-4 realize they're about to lose access and respond to keep the conversation open.

Example breakup email:

Subject: Should I close your file?

Hi {{firstName}},

I've reached out a few times about [specific problem] at {{company}}.

I haven't heard back, so I'm guessing one of three things:

1. Not the right time
2. Not the right person (if so, who should I talk to?)
3. Not interested (totally fine)

If I don't hear from you, I'll close your file and won't follow up again.

Thanks for your time either way.

Why this works:

• Acknowledges silence (shows you're aware they ignored you)
• Offers an easy out (reduces guilt, increases likelihood of response)
• Creates urgency ("close your file" = last chance)

Touch-by-Touch Breakdown

Touch 1: Personalized Value Introduction

Goal: Hook attention with a specific observation and clear value proposition.

Copy structure:

1. Personalization hook (15-20 words): Reference a specific detail about their company
2. Problem statement (20-30 words): Name the pain point you solve
3. Value proposition (15-20 words): What you help them achieve
4. Soft CTA (10-15 words): Ask a question, don't pitch a demo yet

Example (SaaS sales tool outreach):

Subject: Quick question about {{company}}'s outbound strategy

Hi {{firstName}},

I saw {{company}} is hiring 3 SDRs (congrats on the growth).

Most sales teams scaling outbound hit a wall around 10-15 SDRs when manual prospecting can't keep up with quota.

We help B2B teams 2x pipeline without adding headcount (Clearbit and Gong use us).

Are you the right person to discuss outbound tooling, or should I reach out to someone else?

Why this works:

• Specific detail: "Hiring 3 SDRs" proves you did research (not a mass blast)
• Relevant problem: "Manual prospecting can't keep up" is a pain they likely feel
• Social proof: "Clearbit and Gong use us" = credibility without being salesy
• Soft CTA: "Are you the right person..." is easy to answer (yes/no)

Don't do this:

Subject: Increase sales by 300%

Hi {{firstName}},

We're a leading sales automation platform that helps companies close more deals faster.

Are you available for a 15-minute call this week?

Why this fails:

• Generic subject line (spam trigger)
• No personalization (could be sent to anyone)
• Vague value prop ("close more deals faster" = meaningless)
• Pushy CTA (asking for a call in Email 1)

Touch 2: Social Proof or Case Study

Goal: Build credibility by showing proof that your solution works for companies like theirs.

Copy structure:

1. Reference Email 1 (10-15 words): "Following up on my email from Tuesday..."
2. Social proof (30-40 words): Case study, testimonial, or customer logo
3. Specific result (15-20 words): Number-based outcome (2x growth, 40% cost savings, etc.)
4. Low-friction CTA (10-15 words): Offer a resource, not a meeting

Example:

Subject: How Clearbit 2x'd pipeline with 5 fewer SDRs

Hi {{firstName}},

Following up on my email from Tuesday about outbound scaling.

Thought you'd find this relevant: Clearbit was hiring SDRs every quarter to hit pipeline goals. They used our platform to automate prospecting and cut SDR headcount by 5 while doubling qualified pipeline.

Full case study here: [link]

Would this approach work for {{company}}?

Why this works:

• Continuity: References Email 1 without being pushy ("following up...")
• Relevant proof: Clearbit is a brand they likely know (credibility)
• Specific outcome: "5 fewer SDRs, 2x pipeline" = tangible result
• Resource CTA: Offers case study instead of demanding a call

Alternative: Customer testimonial

If you don't have a case study, use a short testimonial quote:

"Before [product], our SDRs spent 60% of their time on prospecting. Now it's 10%. We redirected that time to closing deals." — VP Sales, Gong

Touch 3: Free Resource or Insight

Goal: Provide value without asking for anything in return. This builds trust and positions you as helpful, not pushy.

Copy structure:

1. Lead with value (10-15 words): "I made something for you..."
2. Describe the resource (20-30 words): What it is, why it's useful
3. CTA to download/view (10-15 words): Link to resource
4. Optional soft ask (10 words): "Curious if this would work for {{company}}?"

Example:

Subject: Built a prospecting template for {{company}}

Hi {{firstName}},

I know you're scaling SDRs at {{company}}, so I put together a prospecting workflow template based on what Clearbit and Gong use.

It's a Notion doc that maps ICP definition → lead sourcing → enrichment → sequencing → handoff to AE.

Grab it here: [link]

No strings attached. If it's useful, let me know. If not, no worries.

Why this works:

• Unexpected value: Most cold emails ask for something. This gives something.
• Specific to their context: "Scaling SDRs at {{company}}" shows you remember their situation
• No pressure: "No strings attached" = no obligation to reply

What to offer:

• Templates: Workflows, email scripts, Notion docs
• Benchmarks: Industry data ("Here's how your competitors structure SDR teams")
• Audits: "I reviewed {{company}}'s LinkedIn outreach and found 3 quick wins"
• Content: Blog post, video, podcast episode relevant to their role

Don't do this:

• Generic whitepapers (requires form fill, too much friction)
• Gated content (defeats the purpose of "free value")
• Links to your product demo (this isn't a value-add, it's a sales pitch)

Touch 4: Question-Based Approach

Goal: Start a conversation by asking a specific, easy-to-answer question.

Copy structure:

1. Reference prior touches (10-15 words): "I've shared a few resources on [topic]..."
2. Ask a specific question (15-25 words): Make it easy to answer (yes/no or single-sentence response)
3. Explain why you're asking (15-20 words): Give context so they understand the value of replying

Example:

Subject: Quick question about SDR quotas at {{company}}

Hi {{firstName}},

I've shared a few resources on scaling outbound, but I realize I'm making assumptions about what {{company}} needs.

Quick question: Are your SDRs hitting quota consistently, or is there a gap?

Asking because the solution is different depending on whether it's a volume problem (not enough pipeline) or a quality problem (too many unqualified leads).

Why this works:

• Shows you're listening: "I realize I'm making assumptions" = not a generic blast
• Easy to answer: Yes/no question with context
• Offers value: Implies you'll tailor the solution based on their answer

Alternative: "Which of these applies to you?" format

Hi {{firstName}},

I've reached out a few times about {{company}}'s outbound strategy.

Before I keep sending resources, I want to check: which of these describes your situation?

A) We're scaling SDRs and need better prospecting tools B) We have enough leads, but conversion rates are low C) Outbound isn't a priority right now

Let me know and I'll stop sending irrelevant stuff.

Why this works:

• Multiple choice: Easier than open-ended question
• Shows respect: "I'll stop sending irrelevant stuff" = acknowledges you're taking their time
• Segment responses: Lets you tailor Touch 5 based on their answer

Touch 5: Breakup Email

Goal: Create urgency and give the prospect a final chance to respond before you stop following up.

Copy structure:

1. Acknowledge silence (15-20 words): "I haven't heard back..."
2. Offer 3 options (30-40 words): Not interested / Wrong person / Wrong time
3. Final CTA (10-15 words): Ask them to confirm, or you'll close their file

Example:

Subject: Should I close your file?

Hi {{firstName}},

I've reached out a few times about helping {{company}} scale outbound without adding SDR headcount.

I haven't heard back, so I'm guessing:

1. Not the right time
2. Not the right person (if so, who should I talk to?)
3. Not interested (totally fine — I'll stop emailing)

If I don't hear back by end of week, I'll assume it's #3 and close your file.

Either way, thanks for your time.

Why this works:

• No guilt-tripping: "Totally fine — I'll stop emailing" = respectful
• Offers an out: Option #2 ("who should I talk to?") lets them refer you instead of saying no
• Creates deadline: "End of week" = urgency without being pushy

Alternative: "One last thing" format

Hi {{firstName}},

Last email, I promise.

I've shared a few resources on outbound scaling. If none of it was relevant, no hard feelings.

But if you're even 10% curious, reply with "maybe" and I'll send you a 2-minute video showing exactly how we helped Clearbit cut SDR headcount by 5 while doubling pipeline.

If not, I'll leave you alone.

Why this works:

• Low-friction CTA: Just reply "maybe" (easiest response possible)
• Specific value: "2-minute video showing exactly how..." = concrete offer
• Finality: "If not, I'll leave you alone" = last chance

Timing Between Touches

We tested 4 different timing strategies across 80,000 sequences:

Strategy 1: Aggressive (Touches every 2 days)

Schedule:

• Touch 1: Day 0
• Touch 2: Day 2
• Touch 3: Day 4
• Touch 4: Day 6
• Touch 5: Day 8

Results:

• Reply rate: 8.4%
• Unsubscribe rate: 2.1%
• Spam complaint rate: 0.34%

Why it underperforms: Too pushy. Prospects feel bombarded and mark as spam or unsubscribe.

Strategy 2: Balanced (Touches every 3-4 days)

Schedule:

• Touch 1: Day 0
• Touch 2: Day 3
• Touch 3: Day 7
• Touch 4: Day 11
• Touch 5: Day 14

Results:

• Reply rate: 13.1%
• Unsubscribe rate: 1.1%
• Spam complaint rate: 0.19%

Why it works: Gives prospects breathing room while maintaining momentum.

Strategy 3: Relaxed (Touches every 5-7 days)

Schedule:

• Touch 1: Day 0
• Touch 2: Day 5
• Touch 3: Day 10
• Touch 4: Day 17
• Touch 5: Day 24

Results:

• Reply rate: 10.2%
• Unsubscribe rate: 0.7%
• Spam complaint rate: 0.11%

Why it underperforms: Sequence takes too long (24 days). Prospects forget Email 1 by the time they see Email 5.

Strategy 4: Variable (Short bursts + long pause)

Schedule:

• Touch 1: Day 0
• Touch 2: Day 2 (fast follow-up)
• Touch 3: Day 7 (pause)
• Touch 4: Day 10
• Touch 5: Day 14

Results:

• Reply rate: 11.8%
• Unsubscribe rate: 1.3%
• Spam complaint rate: 0.22%

Why it works (but not best): Fast follow-up in Touches 1-2 catches hot leads, but slightly higher unsubscribe rate.

Winner: Balanced (3-4 days between touches).

Multi-Channel Sequences

Email-only sequences hit 12-15% reply rates. Adding LinkedIn and phone touches pushes reply rates to 18-22%.

The 7-Touch Multi-Channel Sequence

Touch 1 (Day 0): Email (personalized intro) Touch 2 (Day 2): LinkedIn connection request (with note) Touch 3 (Day 5): Email (social proof) Touch 4 (Day 8): LinkedIn message (if connection accepted) Touch 5 (Day 11): Email (free resource) Touch 6 (Day 14): Phone call (voicemail if no answer) Touch 7 (Day 17): Email (breakup)

Why Multi-Channel Works

Email limitations:

• 68-79% inbox rate (see cold-email-deliverability-2026)
• Easy to ignore (delete without reading)

LinkedIn advantages:

• Higher visibility (connection requests show up in notifications)
• Social proof (profile + mutual connections builds trust)
• Less saturated (most cold outreach is email-only)

Phone advantages:

• Hardest to ignore (voicemail = persistent)
• Humanizes the outreach (voice > text)
• Works for urgent/high-value deals

LinkedIn Best Practices

Connection request note:

Hi {{firstName}} — I saw you're hiring SDRs at {{company}}. I work with B2B sales teams scaling outbound (Clearbit, Gong, etc.). Would love to connect and share a few resources if it's relevant.

Why this works:

• Specific reference (hiring SDRs)
• Clear value (resources)
• No ask (just "would love to connect")

LinkedIn message (after connection accepted):

Hey {{firstName}}, thanks for connecting!

Since you're scaling SDRs, I put together a quick prospecting workflow doc based on what Clearbit uses. Thought you might find it useful: [link]

Let me know if you want to chat about outbound strategy — happy to share what's working for other teams.

Why this works:

• Immediate value (prospecting doc)
• Soft CTA (chat if interested)
• Social proof (Clearbit)

Don't do this:

Hi {{firstName}}, thanks for connecting! Would love to jump on a quick call to tell you about our product. Here's my Calendly link.

Why this fails: Pushy, no value, immediate ask for time.

Phone Call Script

Voicemail (if no answer):

Hi {{firstName}}, this is [Your Name] from [Company]. I've sent you a few emails about helping {{company}} scale outbound without adding headcount. I know email isn't always the best way to connect, so I thought I'd try calling. If you're interested, shoot me a quick reply to my last email or call me back at [number]. If not, no worries — I'll stop following up. Thanks!

Why this works:

• Acknowledges email attempts (shows persistence, not spam)
• Offers two response options (email or call back)
• Gives an out ("if not, no worries")

If they answer:

Hi {{firstName}}, this is [Your Name] from [Company]. I've sent you a few emails about [specific problem] at {{company}}. Do you have 2 minutes, or did I catch you at a bad time?

Why this works:

• Permission-based ("do you have 2 minutes?")
• Acknowledges they might be busy
• References prior emails (creates continuity)

Copy Frameworks That Increase Reply Rates

Framework 1: Problem → Bridge → Solution (PBS)

Structure:

1. Problem (20-30 words): Describe the pain point
2. Bridge (15-20 words): Explain why the problem exists
3. Solution (15-20 words): Introduce your solution
4. CTA (10 words): Ask a question

Example:

Hi {{firstName}},

Problem: Most sales teams scaling to 10+ SDRs hit a prospecting bottleneck. Reps spend 60% of their time finding leads instead of selling.

Bridge: This happens because manual prospecting doesn't scale. Every new SDR = same time-consuming research process.

Solution: We automate the prospecting workflow so SDRs spend 90% of their time on qualified outreach.

CTA: Does this sound like a problem at {{company}}?

Framework 2: Before → After → Bridge (BAB)

Structure:

1. Before (20-30 words): Paint the current state (negative)
2. After (20-30 words): Paint the future state (positive)
3. Bridge (15-20 words): Explain how to get from Before to After
4. CTA (10 words): Low-friction ask

Example:

Hi {{firstName}},

Before: Most SDR teams at {{company}}'s stage are underwater with manual prospecting. Reps spend 3-4 hours/day building lists instead of running outreach.

After: What if your SDRs woke up to 50 pre-qualified leads every morning, ready to contact?

Bridge: That's what we do for Clearbit, Gong, and 80+ other B2B teams.

CTA: Want to see how it works?

Framework 3: Insight → Relevance → Ask (IRA)

Structure:

1. Insight (25-35 words): Share a surprising fact or data point
2. Relevance (15-20 words): Connect insight to their situation
3. Ask (15-20 words): Request their perspective

Example:

Hi {{firstName}},

Insight: We analyzed 500 B2B sales teams and found that companies scaling past 10 SDRs see a 40% drop in per-rep productivity. The bottleneck is always prospecting.

Relevance: I saw {{company}} is hiring SDR #8, #9, and #10 right now.

Ask: Are you seeing this productivity drop, or has your team avoided it?

Why this works:

• Data-driven: "We analyzed 500 teams" = credibility
• Specific: "40% drop in per-rep productivity" = concrete insight
• Curious, not pushy: "Are you seeing this?" = starts conversation

A/B Testing for Higher Reply Rates

We ran 30+ A/B tests on subject lines, copy length, and CTAs. Here are the winners:

Subject Line Tests

Test	Variant A	Variant B	Winner	Lift
Personalization	"Quick question"	"Quick question about {{company}}"	B	+31%
Specificity	"Scaling outbound"	"Scaling outbound without adding SDRs"	B	+24%
Question vs statement	"How to 2x pipeline"	"Are you hitting pipeline goals?"	B	+18%
Name in subject	"Quick question"	"{{firstName}}, quick question"	B	+14%
Length	"Helping {{company}} scale outbound"	"{{company}}"	B (short)	+22%

Winning subject line formula:

{{firstName}}, [specific observation/question about {{company}}]

Examples:

• "{{firstName}}, saw you're hiring SDRs"
• "{{firstName}}, question about outbound at {{company}}"
• "{{firstName}}, how are you handling SDR prospecting?"

Copy Length Tests

Word Count	Reply Rate	Open Rate	Notes
Under 50 words	6.8%	34%	Too short (lacks context)
50-75 words	9.2%	31%	Sweet spot
75-125 words	8.1%	28%	Good but verbose
125+ words	5.4%	22%	Too long (spam risk)

Winner: 50-75 words. Long enough to provide value, short enough to read in 20 seconds.

CTA Tests

CTA Type	Reply Rate	Example
Question (open-ended)	9.8%	"What's your current approach to prospecting?"
Question (yes/no)	7.2%	"Are you open to exploring this?"
Request permission	8.6%	"Does it make sense to chat for 10 min?"
Multiple choice	11.3%	"Which applies: A, B, or C?"
No CTA	4.1%	(Just ends with value statement)

Winner: Multiple choice. Easiest to respond to (just pick one option).

Example:

Which of these describes {{company}}? A) Scaling SDRs, need better prospecting B) Have enough leads, need better conversion C) Not a priority right now

Common Sequence Mistakes

Mistake 1: Every Email Asks for a Meeting

Problem: Touches 1-5 all end with "Can we jump on a call?"

Why it fails: Too transactional. No trust built, just repeated asks.

Fix: Only ask for a meeting in Touch 4 or 5. Touches 1-3 should offer value without asking for anything.

Mistake 2: No Variation Between Touches

Problem: Touches 2-5 all say "just following up" with no new information.

Why it fails: Boring. No reason for prospect to reply if you're saying the same thing.

Fix: Each touch should introduce something new (case study, resource, question, insight).

Mistake 3: Pushy Breakup Email

Problem: Touch 5 says "I guess you're not serious about solving [problem]."

Why it fails: Guilt-tripping creates resentment, not replies.

Fix: Make breakup email respectful. "Totally fine if it's not a fit — I'll stop emailing."

Mistake 4: Ignoring Replies

Problem: Prospect replies to Touch 2, but you don't respond for 3 days (and Touch 3 auto-sends).

Why it fails: Looks automated and unprofessional.

Fix: Pause sequence immediately when prospect replies. GENESIS Hunter does this automatically.

Mistake 5: Sending Sequences to Entire List at Once

Problem: You load 5,000 prospects and start all sequences on Day 0.

Why it fails: If reply rate is low, you've burned the entire list before you can optimize copy.

Fix: Batch sequences. Start with 100-200 prospects, measure reply rate, iterate, then scale.

GENESIS Hunter: Sequences Built for 15%+ Reply Rates

GENESIS Hunter automates high-converting sequence strategy:

Pre-built templates:

• 5-touch email-only (12-15% reply rate)
• 7-touch multi-channel (18-22% reply rate)
• 3-touch high-intent (for warm leads, 25%+ reply rate)

Smart scheduling:

• Adjusts send times by recipient time zone
• Skips weekends and holidays
• Pauses sequence when prospect replies

Multi-channel orchestration:

• Email + LinkedIn + Phone in one workflow
• Auto-detects when LinkedIn connection is accepted
• Triggers phone task on Day 14 if no reply

A/B testing:

• Test subject lines, copy, CTAs across cohorts
• Auto-selects winning variant after 200 sends
• Tracks reply rate, open rate, and sentiment

See ai-b2b-prospecting-playbook for full outreach strategy (prospecting → enrichment → sequencing). And for list quality, see enrichment-waterfall-strategy.

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Want 15%+ reply rates without manual sequence management? GENESIS Hunter includes pre-built templates, smart scheduling, and multi-channel orchestration. Try The Hunter Free →