Sequence Follows / Ghosts

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This document presents several EMAIL follow-up hooks that have proven to increase positive reply rates across our clients' campaigns.

These hooks rely heavily on breaking established conversational patterns, humanizing engagement through subtext, or disarming them with implied lack of attachment.

The main objections I've received in the past are that these hooks can be too "abrasive" or aren’t "typical” or (ironically) that they’re “overused.”

When we test, we go in without assumptions.

As sales professionals and marketers, we’re the first exposed to a tactic and grow used to them quickly. We’re trained to sniff them out. Whereas the Average Joe often isn’t.

We're constantly testing and adding new ones behind the scenes because as more people see them they become less effective. And one day, these may feel outdated. But by then, there will be new hooks to draw people’s attention.

Not considering? ps.

Multiple things are at play here.. Modified from Jeremy Miner’s cold email framework, except the twist is the negative request - an assumption that they aren’t considering. Disarming them and triggering loss aversion with the ps at the same time.

Hi Jennine,

Tried reaching out just couple times and haven't heard back.

Not something you're considering? . . . . .

Best wishes,
{Signature}

ps. Respecting your inbox, this'll be my last message for some time

Name? Sent from iPhone

This is a great second message, but also a good one to end a campaign on. It’s open ended and usually elicits “apologetic” replies like “Oh I’m so sorry, my dog ate my email.. When can we meet?” It also makes the prospect feel it’s actually a personal email, make sure to send without open tracking/plain text to sell the iPhone part.

Kevin?

Franc
XXX-XXX-XXXX

Sent from my iPhone

Following. . . . . Sent from iPhone

This is an effective fallback strategy. It disrupts the usual "just following up" pattern by offering the briefest, most direct approach. Particularly effective in non-sales contexts, it often prompts quick responses. Its success partly stems from an implied urgency or dissatisfaction it conveys. (For a milder tone, remove the extended ellipsis, but expect slower and fewer responses.)

Following. . . . .

Franc
XXX-XXX-XXXX

Sent from iPhone

Shared with ClarityAdvisory clients.