How to Create the Perfect Sequence in Outbound Sales
When it comes to modern outbound sales, a well-structured sequence, also known as a cadence, is one of the most powerful tools in your sales arsenal. Whether you're using HubSpot, Outreach.io, Salesloft or any other platform, building the right sequence can dramatically increase your chances of opening conversations with potential customers.
But before we dive into what makes a perfect sequence, let’s take a step back and understand why sequences exist in the first place.
Why Do We Use Sequences?
The purpose of a sales sequence is to organise your outreach efforts into a thoughtful, strategic plan. A sequence combines multiple channels, phone, email and LinkedIn, over a set period of time to engage a prospect without overwhelming them.
Before tools like these existed, salespeople had to build their own contact plans manually. I remember my early sales days using call sheets, Thompson Local directories, and the Yellow Pages to call up businesses in a specific area. We’d head out on foot, knocking on doors, visiting industrial estates, chatting to receptionists and warehouse workers, all in the hope of reaching the right decision maker.
There was no LinkedIn. Social media wasn’t even a concept. We relied on radio adverts, local newspapers, flyers, and billboards to create brand awareness. And the sales team? We were often the first impression a business had of our company.
Why Sequences Matter Today
Fast forward to today, and we’re spoiled for choice. Data is at our fingertips. Decision makers are more visible than ever. And we have tools that allow us to combine personal touches with scale.
But while the tools have evolved, the fundamentals remain the same. We still need to reach the right people at the right time with a message that matters. The three best ways to do that remain:
Picking up the phone
Sending well-timed emails
Engaging on LinkedIn
A sequence simply allows you to combine these channels in a smart, structured way. Instead of contacting someone randomly and repeatedly, a sequence spaces out your touchpoints to feel timely, consistent, and respectful.
If you call someone every single day, or send an email every morning, it becomes annoying. It feels like harassment. But if you space out those touches, vary the method, and add value each time, it feels much more natural, and more effective.
What Does the Perfect Sequence Look Like?
In my experience, the most effective sequences contain 12 to 15 touchpoints spread across 30 days. The exact number and timing can vary depending on your industry and offer, but this format balances persistence with patience.
The first week of any sequence is critical. If someone is actively looking for what you offer, they’ll usually respond during those first few days. But that doesn’t mean you stop there. Maybe they’re on holiday. Maybe they missed your first few touches. Or maybe they just need more time to digest what you’re offering.
That’s why the full 30-day sequence matters. Even if they don’t reply, each touch builds brand awareness. Not just for your company, but for you personally. They begin to recognise your name. They see your emails. They notice your messages on LinkedIn. That familiarity can make all the difference when they’re ready to talk, whether that’s now, during a second sequence, or even months later.
Key Elements of an Effective Sequence
Here are the core principles that define a high-performing outbound cadence:
1. Use Multiple Channels
Don’t rely on just email. Mix in phone calls, LinkedIn touches, and even video messages or voice notes if appropriate. Different people respond to different channels, so cast your net wisely.
2. Don’t Overdo It
Too many messages too quickly will alienate prospects. The goal is to be persistent, not pushy. A well-spaced cadence with thoughtful messaging will keep you top-of-mind without being annoying.
3. Add Value at Every Step
Each touchpoint should offer something, an insight, a question, a relevant case study, or just a genuine interest in their world. Avoid the "just checking in" emails. Make every message count.
4. Start Strong
The first 5 days matter most. Combine a call, a personalised email and a LinkedIn connection early on. That burst of activity boosts your chances of getting noticed right away.
5. Space it Out Over Time
After that initial burst, slow the pace. A follow-up email a few days later. A call the following week. A quick LinkedIn comment or like. This creates a sense of presence without pressure.
It’s About More Than Just This Sequence
What many people overlook is that a sequence isn’t just about closing someone straight away. It’s about building recognition. That way, when a second or even third sequence is triggered later, they’re more likely to remember who you are and why you reached out. That familiarity increases open rates, reply rates, and eventually leads to better pipeline creation.
Every sequence is another layer in your personal and professional branding. And while most responses happen in the first week, you’ll find that many of your best opportunities come from people who saw your name a few times and came back to you when the timing was right.
Final Thought
A perfect cadence isn’t about blasting out messages. It’s about thoughtfully engaging with the right people in the right way at the right time. It’s a blend of art and science. Get it right, and you’ll create more conversations, more qualified pipeline, and more long-term sales success.
For more information or support on building, implementing, and rolling out sequences and cadences, get in touch.
Helpful Metrics and Benchmarks to Track
Emails with at least 15% personalisation can generate 2.75× higher reply rates
Offer something in every step, case studies, insights, helpful tips or questions, rather than generic promo content.
A/B test messaging constantly to refine what works. Outreach’s data suggests optimising for positive reply rate (not just total replies) improves booked meetings by around 14%
Using a platform like HubSpot, Outreach or SalesLoft, monitor:
Top‑line reply rate: target ≥ 12% for cold prospecting
Email open rate: aim for ≥ 27%
Email reply rate: average is around 2.9%
Bounce rate: keep < 2.8% to maintain domain reputation
Opt‑out rate: keep < 1.1%
Key Stats at a Glance
Most sequences operate with 12–16 touches over around 30 days
Cold prospects generally require 5+ touches, or even 7 touches to get a reply
Successful cadences start fast—calls/email on Day 1 are common in top sequences
Email open rate benchmark: ≥ 27 %
Email response rate benchmark: ~2.9 %
Top line reply (any channel): ≥ 12%
Bounce rate < 2.8%, opt‑out < 1.1%
Stats taken from research from Outreach.io
References
Apollo.io. How Long Should an Outbound Sales Sequence Be? Available here.
Salesloft. Sales Prospecting: Tools, Tips and Best Practices. Available here.
Outreach.io. Email Sequencing Best Practices. Available here.
Outreach.io. Understanding Email Open Rates and How to Improve Them. Available here.
Outreach.io. Why Optimising for Sentiment Beats Optimising for Response Rate. Available here.
Outreach.io. How We Create Outbound Sales Sequences That Convert. Available here.