How many follow-up emails should I send?

The optimal number of follow-ups balances persistence with respect for recipients.

General guidance:

2 to 3 follow-ups is a reasonable minimum

4 to 5 follow-ups is common practice

Beyond 5 to 6 total emails, returns diminish significantly

What the data suggests:

Response rates are highest on emails 1 through 3

Each subsequent email has lower response probability

After 5 to 6 touches, additional messages rarely produce meaningful responses

Factors affecting the right number:

Relationship warmth (warmer prospects may tolerate more)

Value proposition clarity (stronger offers need fewer touches)

Industry norms (some fields expect more persistence)

Quality of targeting (well-targeted lists need fewer attempts)

Warning signs you're sending too many:

Unsubscribe requests increase

Negative replies increase

Spam complaints appear

Response quality declines (irritated recipients)

More isn't automatically better. Each follow-up is an imposition on someone who hasn't responded.