Cold Email Sequence for Agencies

This sequence is for agency founders and heads of sales who are moving beyond referrals and need a scalable system for client acquisition. Use this framework when targeting mid-market or enterprise accounts where a multi-touch, multi-channel approach is required to get a response.

This is a 6-step sequence designed to run over approximately 18 days. It uses a combination of email and LinkedIn to build familiarity and credibility, breaking through the noise that senior decision-makers face.

1. Total Steps: 6
2. Duration: ~18 days
3. Channels: Email, LinkedIn

Each step is designed to build on the last without being repetitive or annoying. The goal is a conversation, not a forced pitch.

Step 1: The Core Problem (Day 1, Email)

1. Channel: Email
2. Objective: Open with a highly specific, observed problem relevant to their business.
3. Subject: Idea for {{companyName}}'s user onboarding
4. Body: Noticed {{observation}}. We helped {{similarCompany}} solve a similar challenge by implementing {{specificTactic}}, which led to {{quantifiableResult}}. Open to a brief chat?

Step 2: The Soft Connect (Day 3, LinkedIn)

1. Channel: LinkedIn
2. Objective: Establish a professional connection without a sales pitch.
3. Action: Send a connection request with no message, or a simple, {{firstName}}, saw your work at {{companyName}} and wanted to connect.

Step 3: The Mini Case Study (Day 6, Email)

1. Channel: Email (Reply to Step 1)
2. Objective: Provide value and proof by referencing a relevant success story.
3. Subject: Re: Idea for {{companyName}}'s user onboarding
4. Body: Just following up. Here's a quick look at the framework we used for {{similarCompany}} to achieve that result. No pitch, just context.

Step 4: LinkedIn Follow-Up (Day 10, LinkedIn)

1. Channel: LinkedIn (Message, only if connected)
2. Objective: Bridge the channels and gently bump the conversation.
3. Action: {{firstName}}, just sent a follow-up email with some context on the {{specificTactic}} I mentioned. Let me know if it's relevant.

Step 5: The Value Drop (Day 14, Email)

1. Channel: Email (Reply to Step 3)
2. Objective: Offer a valuable, ungated resource to build goodwill.
3. Subject: Re: Idea for {{companyName}}'s user onboarding
4. Body: One last thing - thought your team might find our internal playbook on {{relevantTopic}} useful. Here's the link. No sign-up required.

Step 6: The Professional Breakup (Day 18, Email)

1. Channel: Email (Reply to Step 5)
2. Objective: Close the loop professionally and leave a positive impression.
3. Subject: Re: Idea for {{companyName}}'s user onboarding
4. Body: Assuming this isn't a priority right now, so I'll stop following up. If you ever need help with {{service}}, you know where to find me.

This sequence works best with a "semi-personalized" approach. The structure is templated, but key variables must be unique for each prospect to demonstrate genuine research.

1. What to Personalize: The {{observation}}, {{similarCompany}}, and {{quantifiableResult}} in Step 1 are critical. This is where you prove you've done your homework. The {{valueDrop}} in Step 5 should also be highly relevant to the prospect's industry or role.
2. What to Template: The follow-up logic, timing, and breakup message can be standardized. The goal is to scale the process, not hand-write every single word of every email.

Running this sequence for hundreds of potential clients creates significant deliverability risk. Sending from your primary agency domain (youragency.com) is a mistake that can get your entire company blacklisted, disrupting communication with existing clients.

Serious agencies build outbound infrastructure. This means using 10-50+ secondary domains (youragency-outreach.com) and dedicated inboxes, with each inbox sending no more than 30-50 emails per day. Rotating between these inboxes automatically is the only way to reach thousands of prospects per month without triggering spam filters.

For agencies, the risk is doubled. A damaged domain reputation not only hurts your own client acquisition but can also impact your ability to serve your current clients. This is why agencies rely on secondary domains and inbox rotation to isolate risk and ensure consistent deliverability.

Tools like SuperSend are the infrastructure layer built to manage this complexity. We handle the domain rotation, inbox warmup, and multi-channel orchestration so your team can focus on closing clients, not managing a fragile, duct-taped sending system.