Playbook · Cold email · craft
Writing the second email in the thread
The bump email that doesn't say 'bumping this' — three patterns that get replies after the first email died. Includes when to bump (days 3, 5, or 7), what to add (new signal, new angle, or new artifact), and what to never repeat.
01The play
Summary
The bump email that doesn't say 'bumping this' — three patterns that get replies after the first email died. Includes when to bump (days 3, 5, or 7), what to add (new signal, new angle, or new artifact), and what to never repeat.
02Expected outcome
Outcome: Well-written bump emails recover 30-40% of original reply rate. Lazy 'just bumping this' bump emails recover <10%.
Success metric: Bump-email reply rate >5% on standalone basis.
03Anti-patterns · do not run this when
- Do not use 'bumping this' or 'top of inbox' phrases — flags as automated
- Do not re-anchor on the same signal — add a new dimension
- Do not bump more than twice within 14 days — diminishing returns + brand damage
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
Run this play on every account in your CRM.
Connect a CRM. Mama detects the trigger, scores the fit, and drafts the first message in the rhythm above. Free up to 100 accounts. No card.