You have a list of businesses and an offer, but you are not sure what to send first, what to send next, or when to stop. This blueprint answers all three. It is a short sequence you can build in an afternoon and reuse for any niche.
The shape of the campaign
| Step | When | Job of the email |
|---|---|---|
| 1. Opener | Day 0 | Show you looked at their business and make one clear offer |
| 2. Nudge | 3 days later | Add one new reason to reply, keep it short |
| 3. Close the loop | 4 to 5 days after step 2 | Polite last note that makes saying no easy |
Three steps is a sensible default: enough to catch someone who missed the first email, few enough that you do not become a nuisance. The gaps above are a rule of thumb. Adjust them to your niche, and avoid weekends for businesses that are closed then.
Before you write anything
Run through this checklist first. A good email to a bad list still fails.
- One niche, one city cluster. Dentists in three nearby cities beats "local businesses" everywhere. See how to build a lead list.
- One offer. Pick a single, concrete thing you can deliver. If you are stuck, use offer ideas for local businesses.
- Verified emails. Remove addresses that bounce before you send.
- Sending set up properly. SPF, DKIM and DMARC on your domain, a warmed account, modest daily volume. Work through the SMTP sending setup checklist.
- Unsubscribe in place. Every email should let people opt out, and you should honour it. Check the rules that apply where you and your recipients are; this is not legal advice.
- Merge fields filled. Every lead needs a business name, and ideally a first name and city. Write a fallback for blanks.
Step 1: The opener (Day 0)
Subject: quick question about {{params.name}}
Hi {{params.firstname}},
I was looking at {{params.category}} businesses in {{params.city}} and came across {{params.name}}. I had a look at {{params.website}} and noticed [one specific thing, e.g. there is no way to book online from your phone].
I help [type of business] fix exactly that. Usually it means [concrete result, e.g. a simple booking button that sends requests straight to your inbox], set up within a week.
Would it be worth a 10 minute call to see if it makes sense for you?
[Your name] [Business name, phone]
Why it works: the specific observation proves a person wrote it, and the question at the end is easy to answer. Replace the bracketed parts per segment, not per lead, so the campaign stays manageable.
Step 2: The nudge (3 days later)
Send as a reply in the same thread so the first email is visible underneath.
Hi {{params.firstname}},
Following up on my note about {{params.name}}. One thing I should have mentioned: [new angle, e.g. I can send you a free mock-up of how the booking button would look on your site, no call needed].
Want me to put one together?
[Your name]
The new angle matters. "Just bumping this" adds nothing. Offering something free and low-effort gives a different reason to say yes.
Step 3: Close the loop (4 to 5 days after step 2)
Hi {{params.firstname}},
I have not heard back, so I will assume the timing is not right for {{params.name}}. No problem at all.
If [the problem] ever becomes a priority, just reply to this email and I will pick it up.
All the best, [Your name]
This last note is polite and final. It is fine to stop here. Some people reply to a clear goodbye simply because it costs them nothing.
Adding branches (optional)
If your tool supports conditional follow-ups, two simple branches are worth it:
- If Clicked on step 1 or 2: they looked at your link, so send a warmer, more direct note offering a specific time to talk. Ideas in clicked link follow up.
- If NOT Opened after step 1: resend step 1 with a different subject line, for example "{{params.name}} + online booking".
Keep in mind open tracking is unreliable and tracking pixels can affect inbox placement. Read tracking pixels and deliverability before relying on open branches. Clicks are a firmer signal.
In GetClient you can build this whole flow in the visual builder: three steps, delays in days, an If Clicked branch, sending from your own Gmail or SMTP account, with replies landing in one Inbox. The merge tags above are written exactly as GetClient fills them.
Running and judging it
- Send in small batches at first, say 20 to 50 a day per account (a rule of thumb), and watch bounces and replies.
- Answer replies fast. Keep objection reply scripts open so "we already have someone" gets a good answer.
- Change one thing at a time. If replies are low after a batch, test the offer before the subject line. The offer is usually the bigger lever.
- Stop emailing anyone who replies, positive or negative, and anyone who unsubscribes.
Once this runs, slot it into a routine with the weekly prospecting plan so a fresh batch of leads enters the sequence every week.