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New 2020 Data Reveals the Best Sales Cadence for Your Email Campaigns

New 2020 Data Reveals the Best Sales Cadence for Your Email Campaigns
Jenny Keohane
Jenny Keohane

Jenny Keohane

10 min read0 reads
B2B Selling, Data Insights, Email Tips 


  1. 33 Million Tracked Email Activity Reveals Effective Sales Cadence
  2. First Touch: Call
  3. Second Touch: Email
  4. Third Touch: Call
  5. Fourth Touch: Call
  6. Fifth Touch: Email
  7. Sixth Touch: Email
  8. How to Spread Out Your Touches in Your Sales Cadence
  9. Let’s Pull It All Together: The Final Sales Cadence

To provide you with invaluable data insights, we dove into our database and analyzed 33 million tracked email activity over the past 3 years to identify the best sales cadence for your email campaigns.

Yesware data analyst, Abigail Ezedonmwen, looked at 8 high growth technology companies to see what patterns yield results in their email campaigns. These companies all achieve over $100 million in revenue with full-cycle B2B sales teams.

Below, we look at which touch types and the timing of each yield the highest connect/reply rates. We also break down this data a step further to provide insights that’ll help you replicate similar workflows.

mailAutomate your sales cadenceMulti-channel campaigns with email, calls, and social touches

First, What Is a Sales Cadence?

A sales cadence is a sequence of activities, or touchpoints, that sales professionals follow to engage with prospects.

This cadence consists of phone calls, emails, social interactions, etc.

It’s highly encouraged to use multiple channels to connect with prospects to ensure connection and engagement.

But the order of these touches depends on the sales rep, company, and business strategy. Many reps continually adjust their sales cadence to test different strategies and techniques.

So here’s another new and data-backed technique to try out for yourself.

33 Million Tracked Email Activity Reveals Effective Sales Cadence

Before we dive into the data, to clarify, social interactions such as LinkedIn InMail cannot be tracked and measured in this study. We can only track phone and email outreach in our database.

LinkedIn interactions are highly effective and should be tested and measured on your own terms to determine how this channel resonates with your audience.

Another important caveat to note is that we only analyzed 6 touches from each campaign.

Many studies, including our own, indicate 8-9 touch campaigns are optimal. And the average length of the campaigns in this study falls right under 8 touches, 7.56 to be exact. But the length of sales cadences vary. For this study, we zone in and focus on the first 6 since these are the most important for capturing your prospect’s attention.

Now let’s look at the data. Yesware 2020 Sales Cadence Data After analyzing this data, we also talked to sales professionals about their sales cadences to make sense of the findings. We discuss these throughout the article to help you further understand the outcomes.

Let’s break this down.

The Optimal First Six Touches of Your Sales Cadence

First Touch: Call

first touch of your email campaign: call This data finding is clear evidence that calling is not dead.

When talking to sales professionals about their sales cadence, there is a common theme of speed. Calling is the fastest way to connect with recipients. You can cover much more ground in a conversation than going back and forth over email, which shortens the sales cycle.

These top domains call for their first touch because talking to prospects is more personable and conversational. It helps the rest of your sales cadence with both speed and building rapport.

To ensure the best outcomes, always call with a clear reason such as an observation made about their business that you want to discuss further.

Second Touch: Email

second touch of your email campaign: email It isn’t surprising that the data indicates email is the most effective second touch. That’s because after you call, you always need to send an email to follow it up immediately throughout your sales cadence.

With each follow-up, you create more opportunities for your recipient to reply, and your first follow-up is the most important to ensure momentum.

This finding also tells us that manual emails are more effective than automated emails, which draws light on how important personalization is these days. Buyers today prefer a more personal approach. Always cater your message to the recipient, their company, and their specific needs.

Sales Cadence Tip:

Utilize email templates with multiple merge fields to personalize all outreach. Here’s a ready-to-use email template to follow up on your call and tell the recipient that you just left a voicemail.

chart-barSave top-performing emails as templatesNever write the same email twice with Yesware

Third Touch: Call

third touch of your email campaign: call The most effective channel for your third touch is calling, but not by much. Call and email touch types are very close here — 18% and 16% respectively.

This gives you more flexibility in your sales cadence to test which channel works best for you and your specific audience.

Sometimes you need a phone or email reminder to respond to the second touch. If the recipient doesn’t answer, leave a voicemail. Either way, you’re leaving the recipient with information and your goal is to ensure your message resonates (tip: access sales call scripts here).

When talking to sales professionals, the common reasons as to why calling is slightly higher here is because 1. it’s often the fastest way to do business and 2. when prospects don’t answer the first call and follow-up, they’re likely to try again to attempt to catch them at a better time.

Fourth Touch: Call

fourth touch of your email campaign: call For the fourth touch, calling is much more evident here.

This tends to be the point where salespeople differ their outreach channels, depending on their specific sales cadence. Try changing up your message here and if you haven’t tried LinkedIn yet, this could be a great chance to utilize it.

Another common theme discussed with salespeople is that this touch may indicate one last try at calling the prospect before the fifth and sixth touch where reps focus on sharing as much value as possible in their final email outreaches.

Once you get to the fourth touch, if you’re not having luck yet, try to change up your messaging to see if a new strategy clicks.

Fifth Touch: Email

fifth touch of your email campaign: emailFor the final two touches of this study, it seems email takes the prize by a sufficient amount.

This is where salespeople focus on value related to their business, which seems to be the common theme through our conversations. You’re trying to demonstrate a unique position/insight that will benefit the prospect.

To communicate value, case studies and other sales collateral are key to show your prospects what other companies have achieved with your solution. If you haven’t been successful in demonstrating this throughout your sales cadence, try a new technique.

Sixth Touch: Email

sixth touch of your email campaign: email By the end of your sales cadence, it’s important to send your breakup email. Your breakup email is where you make your case, discuss what exactly you can offer, final thoughts, and a lasting piece of value.

In breakup emails, salespeople discuss the importance of shadowing future events, such as a lasting statement that will instill value. This can be a phrase that tells the recipient you want to support them to be successful in the future and extend any offers.

Sales Cadence Tip:

It’s a common and effective tactic to include ROI use cases or other valuable case studies in your final email to communicate one last strong message that’ll resonate with the recipient.

Sales Engagement Data Trends for Sales Managers to Know Going Into 2022Sales Engagement Data Trends for Sales Managers to Know Going Into 2022Looking at hundreds of millions of tracked email activity over the past year, this ebook is filled with our top studies & findings to help your sales team accelerate results in 2022.

How to Spread Out Your Touches in Your Sales Cadence

Next, we analyzed some of the top-performing campaigns and studied their behavior. The results of this analysis show the ideal timing between each touch based on reply/connect rates.

This sales cadence lasts about 2 weeks long. The optimal sales cadence lasts around 2-4 weeks.

You should wait at least a day between outreach attempts, but no more than 5 days.

Let’s look at the data. Yesware sales cadence 2020 email campaign touch timing dataIn this study, we focus on reply rates over open rates, because that’s by far more important.

This study’s findings show the ideal number of days between touches for each channel. For creating the best sales cadence, we’ll focus on the most effective.

This is what the above chart tells us:

Second touch: Wait 1 day and email.

Third touch: Wait 3 days and call.

Fourth touch: Wait 2 days and call.

Fifth touch: Wait 5 days and email.

Sixth touch: Wait 2 days and email.

Let’s Pull It All Together: The Final Sales Cadence

Finally, pulling all the data and findings together, 33 million tracked email activity indicates that the below sales cadence is the most effective based on connect/reply rates.

The best sales cadence based on reply ratesConclusion

This data is meant to inspire you to try new workflows and see what resonates with your audience.

When it comes down to it, what’s most important is the messaging of your outreach. You can master the perfect sales cadence but still not succeed if the messaging doesn’t engage and resonate with your recipients.

Take this data, try out similar techniques and insights discussed, track and measure, then see the results for yourself.

Always continue testing your email campaigns and frequently improving your sales cadence. With the rapidly changing sales space, it’s important to stay on top of the ever-changing buyer behaviors.

Bonus: Hungry for More Data? Watch Our Webinar — What Customer Data Reveals About Yesware Best Practices

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