Email Sequence
Also known as: email cadence, drip sequence, outbound sequence, follow-up sequence
An email sequence is a pre-planned series of messages sent to a prospect over days or weeks, with timing, content variation, and engagement-based branching designed to earn a reply. Effective sequences combine personalized first touches, value-driven follow-ups, and safety limits (bounce thresholds, domain caps) that protect sender reputation while maximizing response rates.
Related concepts
Cold Email
Cold email is unsolicited but targeted B2B outreach to prospects who haven't engaged before, aimed at starting a conversation. Effective cold email depends on verified data, strong deliverability, relevant personalization, and compliance with regulations like CAN-SPAM and GDPR. It is a data problem as much as a copy problem.
Outbound Sales
Outbound sales is the practice of proactively reaching potential buyers through cold email, LinkedIn, phone, and direct mail — rather than waiting for inbound leads. It requires accurate targeting (ICP definition), verified contact data (emails, titles, LinkedIn), multi-step sequencing, and deliverability infrastructure. The quality of the underlying data directly determines whether outbound reaches decision-makers or lands in spam.
Sales Engagement
Sales engagement is the layer between CRM and email infrastructure that orchestrates multi-channel outbound — sequencing emails, scheduling LinkedIn touches, logging calls, and tracking opens and replies. Effective engagement depends on clean, verified data upstream: wrong emails bounce, wrong titles get ignored, and missing context kills personalization.
Email Deliverability
Email deliverability is the ability of your messages to reach the recipient's inbox rather than the spam folder or a hard bounce. It depends on authentication (SPF/DKIM/DMARC), sender reputation, list quality, content, and engagement. Verified data and a warmed-up sending domain are the foundation of strong deliverability.
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