If your B2B sales emails aren't getting responses, chances are your follow-up rhythm is off. Too many emails, and you’re spam. Too few, and you’re forgotten. If you’re using Mailscale to send your outreach, you’ve got some solid tools at your disposal—but the tool won’t save you from a bad cadence.
This guide is for sales teams, SDRs, and founders who want practical, no-nonsense advice on setting up a B2B sales email cadence in Mailscale that actually works. No fluff, just what you need to stop guessing and start getting replies.
Why Email Cadence Matters (and Where Most People Mess Up)
“Send more emails,” they say. But here’s the truth: It’s about sending the right message, at the right time, to the right person. If your timing’s off, even the best email will land with a thud.
Common mistakes:
- Blasting too often: You become noise. Prospects tune you out or mark you as spam.
- Waiting too long: Out of sight, out of mind. Someone else gets the deal.
- No plan: Sending whenever you remember isn’t a strategy.
The sweet spot? Consistent, relevant touches that feel helpful, not desperate.
Step 1: Know Your Audience (Seriously, Don’t Skip This)
Before you set up anything in Mailscale, get clear on who you’re emailing. Not all prospects want the same pace.
- C-levels: They’re busy. Space your emails out a bit more—think 5–7 days between touches.
- Mid-level managers: More responsive; 3–5 days is reasonable.
- Tech folks: Often ignore sales emails entirely, so make each one count.
Pro tip: If you’re not sure, err on the side of giving people more breathing room. You can always tighten up later.
Step 2: Map Out Your Cadence on Paper First
Don’t jump right into Mailscale. Grab a notebook (or a doc) and sketch out your sequence:
- How many emails? Most B2B cadences run 4–7 emails over 3–4 weeks.
- What’s the gap? Start closer together (2–3 days), then space them out.
- What’s your “breakup” email? Decide when you’ll give up or try a different channel.
Example cadence:
- Day 1: Intro email
- Day 3: Quick follow-up (“Any thoughts on the below?”)
- Day 7: Share resource or case study
- Day 14: Nudge (“Should I close this out?”)
- Day 21: Last try, maybe with a little humor
You don’t need to overcomplicate this. Simple sequences often outperform fancy ones.
Step 3: Build Your Sequence in Mailscale
Now, open up Mailscale and put your plan into action.
Setting Up the Sequence
- Create a new sequence: Name it something obvious (“Outbound Finance Prospects – Q2”).
- Add your steps: Plug in your email templates, set the delays based on your plan.
- Personalization tokens: Use them—just don’t go overboard with fake familiarity.
Automate, But Don’t Abdicate
- Manual review: Mailscale lets you review emails before they go out. Use it, especially for the first batch.
- Pause for replies: Make sure replies stop the sequence automatically. No one likes getting “just bumping this up” after they’ve already responded.
Testing
- Send to yourself first: Seriously, you’ll catch typos and weird formatting.
- Check deliverability: Mailscale is pretty good with this, but always avoid spammy phrases (“Act now!” “Once in a lifetime!”).
Step 4: Watch What Happens (and Don’t Trust Vanity Metrics)
Open rates are nice, but they don’t pay the bills. Here’s what to actually track:
- Reply rate: This is your main KPI. If you’re not getting replies, your cadence (or your message) is off.
- Positive vs. negative replies: “No thanks” is better than nothing—it means your timing was good enough to get noticed.
- Unsubscribes/Spam complaints: If these spike, your cadence is too aggressive (or your targeting stinks).
Ignore:
- Open rates: Apple and Gmail break these. They’re basically a vanity stat now.
- Clicks: Unless you’re sending killer content, most B2B buyers won’t click links from strangers.
Step 5: Iterate, Don’t Overthink
Nobody gets this perfect on the first try. Here’s how to tweak your cadence without driving yourself nuts:
- If you get no replies: Wait longer between emails, tighten your targeting, or rewrite your opener.
- If you get “take me off your list” replies: Too many emails, or too aggressive. Scale back.
- If you get soft interest (“Not now, but maybe later”): Add a longer delay before your final email, or set a reminder for a 3-month follow-up.
Pro tip: Don’t change everything at once. Adjust one variable, run it for a week or two, then compare.
What Works (and What Doesn’t)
Let’s cut through the B.S.:
- Works: Consistent, spaced-out follow-ups with a clear reason for each touch.
- Works: Personalization that’s actually personal (not just dropping a first name).
- Doesn’t work: Daily emails. You’re not a newsletter; you’re a stranger trying to start a conversation.
- Doesn’t work: Endless bumps (“Just circling back!” x5). Two bumps, max, then move on.
- Ignore: Fancy “AI-optimized” cadence tools. They don’t know your market better than you do.
Pro Tips for Mailscale Users
- Use A/B testing sparingly: It’s easy to get lost in endless experiments. Test subject lines or send times, but don’t overdo it.
- Sync with your CRM: Make sure replies (even out-of-office) stop the sequence and update your CRM. No one wants to call someone who replied “I’m on parental leave for 6 months.”
- Set office hours: Schedule sends for business hours in your prospect’s time zone. Night or weekend emails signal “mass blast.”
Final Thoughts: Keep It Simple, Adjust Often
You don’t need a 12-step sequence with fancy triggers. Start simple, watch what actually gets replies, and tweak from there. The best cadence is the one that fits your audience and doesn’t get you marked as spam. Review your results every few weeks, and don’t be afraid to kill what’s not working.
Remember: your goal isn’t to send more emails—it’s to have more conversations. The right cadence in Mailscale just makes that a little easier.