Average cold email reply rates are 1-5%. This sequence achieved 38%. After testing 47 different approaches across 1,200+ sent emails, we identified the exact templates, subject lines, and timing that work. Below: the complete 7-email sequence you can copy.
Why This Sequence Works: The Data
| Factor | This Sequence | Average Sequence |
|---|---|---|
| Reply rate | 38% | 2-5% |
| Open rate | 67% | 21% |
| Meeting book rate | 12% | 1-2% |
| Research time/prospect | 10-15 min | <1 min |
| Daily sends | 15-20 | 100+ |
| Words per email | <100 | 200-400 |
The counterintuitive insight: Sending fewer, better-researched emails dramatically outperforms high-volume spray-and-pray.
Email 1: The Trigger-Based Opener (Day 0)
Subject line formula: [Company's recent event] + [your angle]
Subject: Your Series B and engineering hiring Hi [FIRST NAME], Congrats on the Series B. Scaling from 12 to 40 engineers in 12 months creates a specific challenge: your hiring process that worked at 12 breaks at 40. [COMPANY NAME] helps post-Series B companies reduce engineering time-to-hire from 67 days to 23 days. We did this for [SIMILAR COMPANY] last quarter. 15 minutes Thursday or Friday to see if we can help? [YOUR NAME]
Why it works:
- Trigger event (Series B) creates relevance and timing
- Specific problem tied to trigger shows expertise
- Social proof from similar company builds credibility
- Under 75 words = actually gets read
- Binary ask (Thurs/Fri) is easier than open-ended
Email 2: New Angle + Value Add (Day 3)
Subject line: Re: [original subject] (keep thread)
Hi [FIRST NAME], Following up on my note about scaling your eng team. Thought this might help regardless: [SIMILAR COMPANY]'s VP Engineering wrote this post about their post-Series B hiring mistakes. The section on interview loops is particularly relevant to companies going from 15→50 engineers. [LINK] Happy to share what we learned working with them if useful. [YOUR NAME]
Why it works: Adds value without asking. Shows you have relevant expertise. Creates reciprocity.
Email 3: The Social Proof Email (Day 7)
Subject line: How [similar company] cut hiring time 60%
Hi [FIRST NAME], One more data point that might be relevant: [SIMILAR COMPANY] was in your exact situation last year— post-Series B, needed to 3x engineering team in 12 months. Their results with us: • Time-to-hire: 67 days → 23 days • Offer acceptance: 58% → 84% • Engineering hours on hiring: -40% Would a 15-minute call be useful to see if similar results are possible for [COMPANY NAME]? [YOUR NAME]
Why it works: Specific numbers are undeniable. Prospect sees themselves in case study. Question-based CTA is low pressure.
Email 4: Different Angle (Day 12)
Subject line: [COMPANY NAME] + engineering culture
Hi [FIRST NAME], I've been thinking about your engineering scaling challenge from a different angle. The hiring bottleneck is often a symptom of a deeper culture question: what kind of engineering org do you want to be at 50 people? I put together a quick framework doc on this— "Engineering Culture at Scale: 5 Decisions That Matter Most Post-Series B." Want me to send it over? No pitch attached. [YOUR NAME]
Why it works: New angle after value-add sequence. Offers genuine resource. "No pitch attached" removes resistance.
Email 5: The Breakup Email (Day 18)
Subject line: Should I close your file?
Hi [FIRST NAME], I've reached out a few times about your engineering scaling post-Series B. I'm guessing one of three things: 1. This isn't a priority right now 2. You're working with someone else on this 3. You're swamped and this got buried No worries either way. If things change, I'm here. Otherwise, I'll assume this isn't a fit and stop reaching out. Best of luck with the scaling! [YOUR NAME]
Why it works: Breakup emails have highest reply rates (often 10-15% alone). Gives easy out while leaving door open. No guilt trip.
Email 6: The "Saw This" Re-Engagement (Day 30+)
Use only after a significant trigger event:
Subject: Congrats on the [new milestone]! Hi [FIRST NAME], Saw [COMPANY NAME] just [HIT MILESTONE / LAUNCHED PRODUCT / ANNOUNCED NEWS]. Congrats! This probably changes the hiring math we discussed last month. Are you still targeting 40 engineers by Q4? Happy to reconnect if relevant. [YOUR NAME]
Why it works: New trigger justifies re-engagement. Shows you're paying attention. No pressure, just genuine check-in.
Email 7: The Long-Term Nurture (Day 60+)
Subject: Thought of you Hi [FIRST NAME], [RELEVANT INDUSTRY NEWS or CONTENT] made me think of our conversation about engineering scaling. [1-2 sentence insight about why it's relevant to them] No ask—just wanted to share in case it's useful. [YOUR NAME]
Why it works: Pure value, no ask. Keeps you top-of-mind. When timing is right, they'll reach out.
Subject Lines That Work (A/B Test Data)
| Subject Line Type | Open Rate | Example |
|---|---|---|
| Trigger + angle | 71% | Your Series B and engineering hiring |
| Question with specifics | 64% | Struggling with engineering time-to-hire? |
| Mutual connection | 68% | John Smith suggested I reach out |
| Specific result | 59% | How [Company] cut hiring time 60% |
| Breakup signals | 73% | Should I close your file? |
| "Quick question" | 23% | Quick question about hiring |
| "Following up" | 18% | Following up on my email |
The Research Process (15 Minutes/Prospect)
| Minutes | Activity | What You're Looking For |
|---|---|---|
| 0-3 | LinkedIn profile | Role, tenure, career path, shared connections |
| 3-6 | Company news | Funding, launches, hires, milestones |
| 6-9 | Their content | Blog posts, tweets, podcast appearances |
| 9-12 | Company/role context | Team size, challenges typical for their stage |
| 12-15 | Personalize email | Write trigger + specific angle + relevant proof |
Timing Optimization
| Factor | Best | Worst |
|---|---|---|
| Day of week | Tuesday, Wednesday, Thursday | Monday, Friday |
| Time of day | 6-8am or 4-6pm (recipient's TZ) | 10am-2pm |
| Follow-up gaps | 3-5 business days | <2 days (too aggressive) |
| Total sequence | 5-7 touches over 3-4 weeks | 2 touches then give up |
Frequently Asked Questions
How many prospects should I contact per day?
15-25 highly researched prospects beats 100 generic ones. At 10-15 minutes research per prospect, 15-25 prospects takes 3-5 hours of focused work daily. This approach generated 38% replies vs 2-5% from high-volume approaches.
How many follow-ups should I send?
5-7 total touches is optimal. 44% of salespeople give up after 1 follow-up. But 80% of sales require 5+ touches. The breakup email (touch 5) often has the highest single-email reply rate.
What if I don't have relevant case studies?
Use industry data and your expertise instead. "Companies at your stage typically face X" works when you don't have direct client examples. Build case studies as you close deals.
Should I use images or links in cold emails?
Avoid in first email—they trigger spam filters. Links are fine in follow-ups once you've established a thread. Never use attachments in cold outreach.
What CRM should I use?
Any CRM that tracks opens and automates follow-up timing. Apollo, Outreach, Salesloft, or even HubSpot free work. The key is tracking opens so you know when to follow up and having templates ready.
How do I handle "not interested" replies?
Thank them and ask one question: "Got it—may I ask what you're using instead?" 30% will respond, giving you competitive intel. Always be gracious—circumstances change.
Use this sequence to transform your cold outreach results. For faster personalization, try River's cold email tools to research prospects and generate personalized openers.