Cold Email Sequence for Marketing Agencies

This playbook is for agency founders and sales leaders who need a repeatable system for client acquisition. It's not for beginners; it assumes you're ready to scale outreach beyond your primary inbox and are looking for a structured, multi-channel approach.

This sequence is designed to build familiarity and credibility before making a hard ask. It balances automation with key personalization points, making it effective for agencies targeting mid-market and enterprise clients.

1. Total Steps: 6
2. Duration: 14–16 days
3. Channels: Email + LinkedIn

Step 1: The Personalized Hook (Day 1, Email)

Objective: Open a loop with a specific, relevant observation.

1. Subject: Idea for {{companyName}}
2. Body: Noticed you're running [Ad Type] on [Platform]. Our team at {{agencyName}} helped [Similar Client] decrease their CPA by X% with a different creative angle. Worth a quick chat?

Step 2: Soft Touch (Day 3, LinkedIn)

Objective: Build familiarity without an ask.

1. Action: View the prospect's LinkedIn profile. No connection request or message yet. This simply puts your name on their radar.

Step 3: The Value Drop (Day 5, Email)

Objective: Provide value and demonstrate expertise.

1. Subject: Re: Idea for {{companyName}}
2. Body: Following up - here's a short case study on how we achieved [Specific Result] for a company in your space. Might spark an idea for your Q3 planning.

Step 4: The Connection (Day 8, LinkedIn)

Objective: Establish a direct connection.

1. Action: Send a connection request with a short, contextual note.
2. Note: Hi {{firstName}}, saw your work on [Project/Initiative]. Your approach to [Topic] is sharp. Connecting to follow your work.

Step 5: The Soft Bump (Day 12, Email)

Objective: A low-friction follow-up to gauge interest.

1. Subject: Re: Idea for {{companyName}}
2. Body: Any thoughts on the case study? Curious if that's a priority for {{companyName}} this year.

Step 6: The Breakup (Day 16, Email)

Objective: Close the loop professionally.

1. Subject: Closing the loop
2. Body: Assuming this isn't a priority right now, so I'll stop following up. If you ever need help with [Service], feel free to reach out.

This sequence works best when targeting a specific ICP. Don't spray and pray.

What to personalize:

1. Step 1: The opening line is critical. Research a recent campaign, a new hire, a competitor's move, or a piece of content they published.
2. Step 3: The case study or value-add should be highly relevant to their industry and challenges.

What to template:

The follow-up bumps and breakup email can be largely templated. The goal is efficiency at scale without sacrificing the initial impact.

Running this sequence for hundreds or thousands of prospects requires infrastructure, not just a tool. Sending from your primary agency.com domain is a critical mistake.

Aim for no more than 30-50 new sends per inbox per day. To reach 1,000 prospects, you need a pool of 20-30 warmed-up inboxes spread across multiple secondary domains (agency-outreach.com, agency-growth.com, etc.). SuperSend automatically rotates through these inboxes to keep sending volume per inbox low and safe.

For marketing agencies, your domain reputation is your business's lifeblood. A single spam complaint from a prospect can get your primary domain flagged by Google Workspace or Microsoft 365, crippling your ability to communicate with existing clients. This is why smart agencies use secondary sending domains and automated inbox rotation to isolate outreach risk from their core operations.

Tools like SuperSend exist to handle this infra and orchestration so your team can focus on strategy, not on duct-taping together a sending system inside a primary inbox.