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 replica similar workflows.
33 Million Tracked Email Activity Reveals Effective Sales Cadence
Before getting into the data, we want to clarify that social interactions such as LinkedIn InMail cannot be tracked and measured in this study. We only have access to 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. 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.
First Touch: 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. And if you miss them, both a voicemail and follow-up email are necessary.
Second Touch: Email
It isn’t surprising that the data indicates email is the most effective second touch. That’s because after you call your prospect, you always need to send an email to follow it up immediately.
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.
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.
Save your most effective emails in your templates library then reuse and personalize them at the click of a button, right from your Gmail or O365 inbox. Download a free trial today.
Third Touch: Call
The most effective channel for your third touch is calling, but not by much. Call and email touch types are very close here – 16% vs. 18% 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.
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
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
For 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.
Sixth Touch: 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.
It’s also a common 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.
Create highly personalized multi-touch campaigns and track recipient engagement stats, all right from your inbox. Download a free trial today.
How to Spread Out Your Touches in Your Email Campaigns
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. In 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.
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.