Definition
An outreach cadence is a predetermined sequence of contact attempts — emails, LinkedIn messages, calls — spaced over a defined timeline, designed to give every prospect multiple opportunities to engage while keeping the workload manageable for the sales team.
The math of outreach is brutal: a single email gets 1-3% reply rate; a 7-step multi-channel cadence over 3 weeks gets 10-20% reply rate. The cadence is where outreach economics actually work — not because the prospect is hostile, but because they're busy. The cadence respects that.
A good cadence varies in channel (email, LinkedIn, phone), in message length (some short, some longer), and in framing (some asks, some value-adds). The goal is to give the prospect 7-10 distinct, non-spammy reasons to reply across 3-4 weeks before moving them to a nurture stream.
Origin
Multi-step outreach cadences were formalised in the SaaS sales-development era (~2010-2015) by tools like Outreach.io, SalesLoft and Apollo. The cadence pattern itself predates digital tools — direct-mail campaigns used the same structure since the 1960s.
How it works
- Define the cadence length (typically 14-28 days).
- Define the channel mix (typically email + LinkedIn ± phone).
- Write 7-12 message variants, each with a distinct angle (intro, value-add, social proof, breakup, etc.).
- Schedule the cadence with spacing (typically 1-3 days between touches).
- A/B test message variants over time.
- Move non-responders to a long-term nurture stream after the cadence completes.
When to use it
Use when
- For all cold outbound outreach.
- When reply rates from single-shot outreach are below 3%.
- When the team has the volume to support multi-touch sequencing.
Skip when
- For very small target lists where 1:1 personalisation beats sequencing.
- For warm inbound leads (different motion entirely).
Key metrics
- Reply rate per touch and aggregate
- Meeting-booked rate
- Open rate (for email-led cadences)
- Cadence completion rate
- Bounce rate (deliverability proxy)
Examples
- Single-shot cold email reply rate was 2%. We built a 9-step cadence over 3 weeks; aggregate reply rate hit 18%.
- The cadence's third email — a soft breakup — outperformed everything else.
- We over-sequenced one campaign at 14 touches in 14 days and got reported as spam. Lesson learned.
In practice at Makreate
Makreate's LinkedIn and email outreach engagements build cadences as structured experiments — every variant tested, every angle distinct, deliverability rigorously hygienic. A typical cadence runs 8-10 touches across email and LinkedIn over 21 days, with reply rates landing 12-22% depending on ICP quality. We refresh cadence content monthly so the messaging doesn't go stale.
Email Outreach →Common mistakes
- Too many touches in too short a window — looks like spam.
- All touches with the same angle — gives the prospect no fresh reason to reply.
- Skipping the breakup message — often the highest-converting touch.
- Not differentiating between email and LinkedIn voice.
- Running cadences without deliverability hygiene.
Frequently asked
How many touches should a cadence have?
7-12 is the sweet spot for most B2B outbound. Below 5 leaves response on the table; above 14 starts hurting deliverability and brand perception.
What channels should a cadence use?
Email + LinkedIn is the standard B2B mix. Add phone for high-value enterprise accounts. SMS for very specific consumer or transactional contexts only.
How long should the cadence run?
14-28 days for B2B prospecting. Shorter cadences for time-sensitive offers; longer for high-consideration enterprise sales.