The Non-Cringe Guide to Email Sequences

Let’s be honest — most email sequences are a little… much.

You know the ones.
👀 “Just circling back…”
👀 “This is my third attempt to reach you…”
👀 “Did you see this?!” (Yes. We all did.)

We’ve all been on the receiving end of automated messages that feel less like helpful nudges and more like passive-aggressive reminders from a sales robot. And if you’re building trust with a new audience, especially in tech, B2B, or consulting, that’s the last tone you want to strike.

So how do you build an email sequence that actually connects (and converts) without annoying people?

1. Write like a human.
This isn’t a cold pitch from 2008. It’s a conversation. Use clear, direct language. Don’t stuff your subject line with tricks.

Instead of:
“Just following up to see if you’ve had a chance to review…”
Try:
“Still interested? Here’s how I can help when you’re ready.”

2. Add value, fast.
Your audience doesn’t owe you their attention. Earn it. Whether it’s a helpful tip, a resource, or a fresh POV, make sure each email delivers something useful, not just asks for time or clicks.

Example: “Here’s what most Salesforce ISVs miss when launching on the AppExchange (and how to fix it).”

3. Space it out.
Four emails in four days? Pass.
Pace your messages in a way that gives people breathing room, and time to actually consider your offer. A well-timed follow-up after 5–7 days often performs better than a rapid-fire sequence.

4. Give people a way out.
End your sequence gracefully. No guilt. Just clarity.

“Not the right time? No worries, I’m always here if you want to revisit this later.”

That small bit of professionalism goes a long way.

Great email sequences respect your reader’s time, speak like a human, and deliver real value. If your goal is to build trust, not burn bridges, less pressure, more clarity is the way to go.

Want help writing one that gets opened *and* replied to? Let’s chat.