A cadence is a structured sequence of outreach steps (emails, calls, LinkedIn touches, or tasks) designed to engage prospects consistently over time. Unlike ad-hoc outreach, cadences give your team a repeatable process that increases response rates and ensures no lead is forgotten.
How cadences are defined:
A cadence is created when three things align:
- Channel mix → the sequence includes multiple outreach channels (e.g. email + call + LinkedIn).
- Timing → steps are spread across days or weeks to build familiarity without overwhelming the prospect.
- Consistency → every prospect follows the same structured path, reducing guesswork for your team.
Why cadences matter:
- Higher engagement → prospects are more likely to respond when they’re reached through multiple touchpoints.
- Right timing → systematic follow-ups ensure you connect when prospects are ready, not just when you remember.
- Scalable process → cadences let one rep manage hundreds of prospects without losing personalisation.
- Better pipeline outcomes → more touches = more replies = more opportunities created.
Email sending in cadences: Bulk vs Standard
When adding email steps into a cadence, you can choose between two sending mechanisms:
- Standard Mailbox Sending (Gmail/Outlook)
Emails are sent directly from your connected mailbox, appear in your sent folder, and replies are tracked. Best for high-touch, personalised outreach.
- Bulk Sending (via SendGrid)
Emails are routed through SendGrid, removing native mailbox limits. Best for larger-scale cadences where volume and tracking matter most. Emails remain plain-text but will not appear in Gmail/Outlook, and replies are not tracked.
This flexibility means you can run personalised cadences via your mailbox and scaled cadences via Bulk Sending, depending on the outreach goal.
Cadences vs. One-off Outreach:
- One-off emails/calls → risk being ignored or forgotten, no structured follow-up.
- Cadences → planned, consistent, multi-touch communication designed to increase conversion.
Best practices for using cadences:
- Prioritise high-intent prospects → add IQLs, revealed contacts, or surging accounts first.
- Mix channels → don’t rely on email alone — combine LinkedIn and calls for stronger results.
- Personalise early steps → make your first message tailored, then let automation handle later touches.
- Track performance → measure reply rates and booked meetings to refine cadence structure.
- Let cadences stop naturally → outreach ends automatically when a prospect replies or converts, preventing over-contact.
FAQs:
How many steps should a cadence have?
Most effective cadences include 3–6 touchpoints spread over 2–3 weeks.
Can I customise cadences?
Yes — you can edit steps, timing, channels, and sending type to match your ICP and outreach strategy.
Do cadences run automatically?
Yes. Email steps can be automated (via Bulk or Standard sending), while call and LinkedIn steps appear as tasks in your list.
Can I switch a cadence from Bulk Sending back to Gmail/Outlook?
No. Once a cadence is created with Bulk Sending, all steps in that cadence will remain as Bulk emails.