The Multi-Touch Follow-Up Sequence That Actually Books Meetings (With Templates)
Your SDR sends a perfect cold email.
No response.
They send one follow-up 3 days later.
Still no response.
They give up.
Result: 0% response rate.
What they don't know: The prospect was interested, but:
- Busy when email #1 arrived (deleted)
- Busy when email #2 arrived (marked as read, forgot to respond)
- Would have responded to email #3, #4, or #5... but those never came
The data is clear:
- 2% respond to first email
- 5% respond by second touch
- 12% respond by third touch
- 25% respond by fifth touch
- 35-45% respond by eighth touch
But 70% of SDRs stop after 1-2 touches.
Result: They're leaving 30-40% of potential meetings on the table.
At SalesUp, we've tested thousands of follow-up sequences. The best performers use 8-12 touches over 21-30 days across multiple channels (email, phone, LinkedIn, SMS).
Here's the complete playbook with templates you can copy today.
The Proven 8-Touch Sequence (21 Days)
Touch 1: Initial Cold Email (Day 1)
Goal: Get attention with value, not pitch
Template:
Subject: Quick question about [their goal]
Hi [Name],
I noticed [specific observation about their company/recent news/trigger event].
Most [their role] at [similar companies] struggle with [specific problem]. They typically see:
- [Pain point 1]
- [Pain point 2]
- [Pain point 3]
We help companies like [similar customer] [achieve specific outcome].
Worth a 15-minute conversation?
[Your name]
[Your company]
P.S. Here's a [1-minute video/case study] showing how we helped [similar company]: [Link]Why this works:
- ✅ Personalized opening (shows you did research)
- ✅ Identifies problem (not feature dumping)
- ✅ Social proof (similar companies)
- ✅ Low commitment ask (15 minutes)
- ✅ PS with resource (provides value)
Expected response rate: 2-4%
Touch 2: Phone Call (Day 2)
Goal: Catch them live, leave voicemail if missed
Call script:
"Hi [Name], this is [Your Name] from [Company].
I sent you a quick email yesterday about [problem you solve].
I work with [their role] at companies like [similar company], and I had a couple ideas on how you might [achieve outcome].
Do you have 2 minutes now, or should I call back at a better time?"
[If voicemail:]
"Hi [Name], [Your Name] from [Company].
Quick question about [their pain point]. I sent an email yesterday with some ideas.
Give me a call back at [your number], or just reply to my email.
Talk soon!"Why this works:
- ✅ References previous email (context)
- ✅ Offers value, not pitch
- ✅ Low-pressure (2 minutes, not 30)
- ✅ Gives call back options
Expected contact rate: 15-25%
Touch 3: Value Email (Day 4)
Goal: Provide helpful resource, no ask
Template:
Subject: Resource for [specific problem]
Hi [Name],
Not sure if you saw my email on [Day 1], but I wanted to share something that might be helpful regardless.
We recently published [case study/guide/benchmark report] on how [similar companies] are solving [specific problem].
Key takeaways:
- [Insight 1]
- [Insight 2]
- [Insight 3]
Here's the link: [Link]
Hope it's useful!
[Your name]
P.S. If you'd like to discuss how this applies to [their company], happy to chat. Just reply here.Why this works:
- ✅ Gives value without asking (builds reciprocity)
- ✅ No pressure (soft CTA in PS)
- ✅ Relevant content (solves their problem)
Expected response rate: 3-5% (cumulative: 5-9%)
Touch 4: LinkedIn Connection + Voice Note (Day 7)
Goal: Multi-channel approach, show you're a real person
LinkedIn connection request:
Hi [Name], I've been researching [their industry] companies and came across your profile. I sent you an email last week about [problem]. Would love to connect here too!LinkedIn voice note (if they accept):
"Hi [Name], thanks for connecting! I'm [Your Name] from [Company]. I reached out last week about [problem/solution]. I'd love to get your thoughts on [specific question]. Let me know if you have 10 minutes this week for a quick call. Cheers!"Why this works:
- ✅ Different channel (inbox might be overwhelmed)
- ✅ Voice note is personal (humanizes you)
- ✅ LinkedIn is less crowded than email
Expected response rate: 5-8% (cumulative: 10-17%)
Touch 5: Breakup Email (Day 10)
Goal: Create urgency with "last attempt"
Template:
Subject: Should I close your file?
Hi [Name],
I've reached out a few times about [problem/solution], but haven't heard back.
I'm guessing one of these is true:
1. Not interested (totally fine!)
2. Interested but swamped (I get it)
3. Interested but my emails are going to spam (happens often)
Can you just reply with the number that fits? That way I know whether to:
- Close your file (1)
- Follow up next quarter (2)
- Try a different email (3)
Either way, no hard feelings!
[Your name]
P.S. If it's #2 and you want to chat, here's my calendar: [Link]Why this works:
- ✅ Creates urgency ("last email")
- ✅ Low friction response (just reply with number)
- ✅ Acknowledges reality (not annoying)
- ✅ Gets closure (yes/no/later)
Expected response rate: 8-12% (cumulative: 18-29%)
This is the highest-performing email in most sequences!
Touch 6: Phone Call #2 (Day 14)
Goal: Persistent but polite follow-up
Script:
"Hi [Name], [Your Name] from [Company] again.
I've tried reaching you a few times over the past two weeks about [problem].
I wanted to check: Is this just not a priority right now, or is there a better time to connect?
I don't want to keep bothering you if it's not relevant, but I also don't want to disappear if it is relevant and you're just busy.
What do you think?"
[If voicemail:]
"Hey [Name], it's [Your Name] from [Company].
This is my last attempt to connect about [problem]. I'm closing your file this week unless I hear back.
If you want to chat, call me at [number] or reply to my email. Otherwise, I'll stop bugging you!
Thanks!"Why this works:
- ✅ Honest and direct
- ✅ Gives them "out" (respects their time)
- ✅ Final attempt language (creates urgency)
Expected contact rate: 15-25%
Touch 7: Content Share Email (Day 17)
Goal: One more value touch before final attempt
Template:
Subject: Thought you'd find this interesting
Hi [Name],
I know I've reached out a few times, so I'll keep this brief.
I just saw [recent industry report/news/trend] and immediately thought of [their company].
Key stat: [Interesting data point related to their problem]
This is exactly what we help [similar companies] solve. If you're curious, here's a 3-minute overview: [Video/case study link]
Either way, I thought you'd find the report interesting: [Link]
[Your name]Why this works:
- ✅ Provides timely value (trending topic)
- ✅ Short and easy to read
- ✅ Soft CTA (optional watch)
Expected response rate: 2-4% (cumulative: 20-33%)
Touch 8: Final Breakup Email (Day 21)
Goal: True last attempt, leave door open
Template:
Subject: Closing your file
Hi [Name],
This will be my last email.
I've reached out 7 times over the past 3 weeks about helping [their company] with [problem/goal].
I haven't heard back, so I'm assuming:
- It's not a priority right now, OR
- I haven't done a good job explaining the value, OR
- You're just incredibly busy (most likely!)
Whatever the reason, no worries. I'm going to close your file and stop reaching out.
But if anything changes—or if you'd like to revisit this in a few months—my door is always open. Just reply to this email anytime.
Best of luck with [their goal]!
[Your name]
P.S. If you know someone else at [their company] who should see this, feel free to forward. No hard feelings if not!Why this works:
- ✅ True final email (respects boundaries)
- ✅ Acknowledges reality (they're busy, not interested, or emails missed)
- ✅ Leaves door open (can reply later)
- ✅ Asks for referral (might forward to right person)
Expected response rate: 5-10% (cumulative: 25-43%)
Many prospects reply to this one: "Sorry I missed your emails! Let's talk."
The Complete 8-Touch Cadence Calendar
| Day | Touch | Channel | Action | Expected Response |
|---|---|---|---|---|
| 1 | 1 | Initial outreach email | 2-4% | |
| 2 | 2 | Phone | Cold call + voicemail | 15-25% contact |
| 4 | 3 | Value email (resource) | 3-5% | |
| 7 | 4 | Connection + voice note | 5-8% | |
| 10 | 5 | Breakup email #1 | 8-12% | |
| 14 | 6 | Phone | Follow-up call | 15-25% contact |
| 17 | 7 | Content share | 2-4% | |
| 21 | 8 | Final breakup | 5-10% |
Cumulative response rate: 35-45%
Channel Mix Strategies
Strategy 1: Email-Heavy Sequence
Best for: High-volume outreach, lower-touch
Cadence:
- 6 emails over 14 days
- 0-1 phone calls
- 1 LinkedIn touch
Pros:
- ✅ Scales easily (automated)
- ✅ Low rep time per lead
- ✅ Can handle 100+ leads per rep
Cons:
- ❌ Lower response rate (25-35%)
- ❌ Easier to ignore
Strategy 2: Phone-Heavy Sequence
Best for: High-value accounts, enterprise
Cadence:
- 5 phone calls over 14 days
- 3 emails
- 1 LinkedIn touch
- 1 direct mail (physical letter)
Pros:
- ✅ Higher response rate (40-55%)
- ✅ Builds rapport faster
- ✅ Better for complex sales
Cons:
- ❌ Time-intensive (15-20 leads per rep max)
- ❌ Requires phone skills
Strategy 3: Balanced Multi-Channel
Best for: Most B2B sales (our recommendation)
Cadence:
- 4 emails
- 2-3 phone calls
- 2 LinkedIn touches
- Optional: 1 SMS or WhatsApp
Pros:
- ✅ Good response rate (35-45%)
- ✅ Meets prospects where they are
- ✅ Manageable volume (30-50 leads per rep)
Cons:
- ❌ Requires coordination across channels
- ❌ More complex to automate
Advanced Follow-Up Techniques
Technique 1: The Referral Loop
When: No response after 8 touches
Email template:
Subject: Wrong person?
Hi [Name],
I've reached out several times about [problem]. No response, which tells me either:
1. It's not relevant for you, OR
2. I'm reaching the wrong person
If you're not the right person, could you point me to who handles [function] at [their company]?
If it's not relevant, no worries—I'll close your file.
Thanks!
[Your name]Result: 30-40% of these emails get a response (often a referral)
Technique 2: The Triggered Re-Engagement
When: Lead went cold, but trigger event happens
Trigger events:
- Company raises funding
- Hiring for relevant role (saw on LinkedIn)
- Company announces new product/service
- Leadership change (new VP Sales, CMO)
Email template:
Subject: Congrats on [trigger event]!
Hi [Name],
Just saw that [their company] [raised Series B / is hiring 10 SDRs / launched new product].
Congrats! That's a big milestone.
I reached out a few months ago about [problem]. Didn't hear back then, but given [trigger event], I thought it might be more relevant now.
Would love to reconnect. Have 15 minutes this week?
[Your name]Response rate: 20-35% (high intent due to timing)
Technique 3: The Video Follow-Up
When: Want to stand out after 3-4 touches
Tools: Loom, Vidyard, Sendspark
Process:
- Record 60-90 second personalized video
- Show their website on screen
- Mention specific observation
- Explain value proposition
- CTA: "Reply if you'd like to discuss"
Email template:
Subject: Quick video for you, [Name]
Hi [Name],
I've sent a few emails over the past week. Figured I'd try something different.
I recorded a quick 90-second video walking through how [their company] could [achieve outcome].
Watch it here: [Link]
If it resonates, let's chat. If not, no worries!
[Your name]Response rate: 15-25% (much higher than plain email)
Technique 4: The Content Sequence
When: Long sales cycle, need to nurture over time
Cadence: 1 email per week for 8-12 weeks, each with valuable content
Structure:
- Week 1: Initial outreach (problem awareness)
- Week 2: Case study (how others solved it)
- Week 3: Guide/ebook (educational content)
- Week 4: Breakup #1 (gauge interest)
- Week 5: Webinar invite (event-based)
- Week 6: Industry report (data-driven)
- Week 7: Customer testimonial (social proof)
- Week 8: Breakup #2 (final attempt)
Response rate: 25-35% over 8 weeks
Common Follow-Up Mistakes
Mistake 1: Giving Up Too Early
What happens: 1-2 touches, then stop
Result: Miss 80% of potential responses
Fix: 8-12 touches over 21-30 days
Mistake 2: Being Too Aggressive
What happens: 5 emails in 5 days
Result: Annoy prospect, get marked as spam
Fix: Space touches out (2-4 days between emails)
Mistake 3: Repeating Same Message
What happens: Every email says same thing ("Just checking in...")
Result: Ignored (no new value)
Fix: Each touch provides new value (case study, guide, insight)
Mistake 4: Not Using Multiple Channels
What happens: Email-only sequence
Result: 25-30% response rate (miss phone, LinkedIn responders)
Fix: Multi-channel (email, phone, LinkedIn, SMS)
Mistake 5: No Clear Next Step
What happens: "Let me know if you're interested"
Result: Prospect doesn't know what to do
Fix: Specific CTA ("Reply with a good time" or "Here's my calendar link")
Measuring Follow-Up Effectiveness
Key metrics:
| Metric | Target | What It Measures |
|---|---|---|
| Overall Response Rate | 35-45% | % who respond by touch 8 |
| Response by Touch | Track each | Which touches perform best |
| Bounce Rate | <5% | Email deliverability |
| Unsubscribe Rate | <1% | Too aggressive? |
| Meeting Booked Rate | 15-25% | % of responses that book |
Tracking by touch:
| Touch | Send | Open | Click | Reply | Reply Rate |
|---|---|---|---|---|---|
| 1 | 100 | 35 | 8 | 3 | 3% |
| 2 (Call) | 100 | - | - | 15 (contacts) | 15% |
| 3 | 97 | 30 | 12 | 4 | 4% |
| 4 (LI) | 85 | - | - | 6 | 7% |
| 5 | 91 | 45 | 18 | 11 | 12% |
| 6 (Call) | 80 | - | - | 12 (contacts) | 15% |
| 7 | 69 | 22 | 8 | 3 | 4% |
| 8 | 66 | 28 | 10 | 6 | 9% |
| Total | 100 | - | - | 35-40 | 35-40% |
Case Study: 8-Touch Sequence Tripled Meeting Rate
Company: B2B SaaS, project management tool
Before (2-touch sequence):
- Touch 1: Cold email
- Touch 2: Follow-up email 3 days later
- Then gave up
- Response rate: 5-8%
- Meeting rate: 2-3%
- 300 outreach/month = 6-9 meetings
After (8-touch sequence):
- Implemented full 8-touch, multi-channel
- Email + Phone + LinkedIn
- Spacing: 21 days
- Response rate: 38%
- Meeting rate: 18%
- 300 outreach/month = 54 meetings
Results:
| Metric | Before | After | Change |
|---|---|---|---|
| Response Rate | 6% | 38% | +533% |
| Meeting Rate | 3% | 18% | +500% |
| Meetings/Month | 7 | 54 | +671% |
| Time per Lead | 10 mins | 25 mins | +150% |
| Efficiency | 0.3 mtgs/hour | 2.16 mtgs/hour | +620% |
Key insight: More touches = more time per lead, but 6X more meetings booked
What SalesUp Does
Our SDRs run proven 8-12 touch sequences for all clients.
Our process:
- Build custom sequence based on your ICP and sales cycle
- Create templates (emails, call scripts, LinkedIn messages)
- Execute multi-channel follow-up (email, phone, LinkedIn)
- Track response rates by touch
- Optimize monthly (adjust messaging, timing, channels)
Our cadence:
- 8-10 touches over 21-28 days
- Multi-channel (email, phone, LinkedIn, WhatsApp if needed)
- Personalized (not generic spray and pray)
- Result: 35-45% response rate, 20-30% meeting booking rate
Book a demo to see our follow-up sequences in action.
Most sales happen after the 5th touch. Don't give up at touch 2. Follow up strategically. Book more meetings.