Playbook · Sequencing
The 7-touch sequence we ran for 18 months across 6 clients
The exact 7-touch sequence — channel-by-channel, day-by-day, copy-included — that we ran across 6 client engagements and 47K sends. The performance breakdown by touch, the touches that account for 80% of replies, and the one we almost dropped.
01The play
Summary
The exact 7-touch sequence — channel-by-channel, day-by-day, copy-included — that we ran across 6 client engagements and 47K sends. The performance breakdown by touch, the touches that account for 80% of replies, and the one we almost dropped.
02Expected outcome
Outcome: Sustained 12-18% reply rate across the 18-month window. Touch 1 and touch 4 drive 70% of replies.
Success metric: Reply rate above 10% sustained over 1K+ sends per campaign.
03Anti-patterns · do not run this when
- Do not run more than 7 touches — replies fall off a cliff after touch 6
- Do not skip touch 4 — that's the asymmetric-spacing win
- Do not let the sequence become rigid — break it on signal triggers
Playbook entry · ships as-of {date('M Y')}. Operator-written, no theory inflation. If you've run this play and the numbers don't match yours — or the rhythm needs a tweak — write to [email protected] and we'll revise.
Signal-anchored outbound, no theater
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