Follow-Up Cadence
Follow-up cadence is the timing and spacing of touches within a sequence, such as an initial email followed by reminders three, seven, and fourteen days later. It defines how aggressively or patiently a sequence pursues a prospect who has not yet responded.
Why it matters for outbound teams
A cadence that is too aggressive risks annoying prospects and increasing spam complaints, while one that is too slow lets interest fade before the next touch arrives. Most outbound teams settle on a cadence of four to six touches spread over two to three weeks, adjusting based on reply data. Cadence should also account for out-of-office handling, delaying or rescheduling a touch when a prospect is known to be away.
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