Cold email campaigns can be a numbers game—especially in outbound sales. Even with an expertly crafted email, you're likely to face low reply rates, often between 10% and 20%. That means the majority of your emails will not receive a response.
There are several factors that contribute to these low reply rates: deliverability issues, targeting mistakes, poor timing, or lackluster copywriting. However, one overlooked reason your emails may not be landing is your call-to-action (CTA).
If your CTA asks too much of your recipient, it can discourage any action. But instead of accepting rejection, you can turn it into a new opportunity with a strategic follow-up email.
This is where the rejection-then-retreat technique comes in—a psychology-based method that CleanList.ai recommends for those seeking to turn cold leads into warm opportunities.
What Is the Rejection-Then-Retreat Technique?
The rejection-then-retreat technique, also known as the "door-in-the-face" technique, is a powerful persuasion strategy popularized by psychologist Robert Cialdini.
The idea is simple:
- Start with a larger, high-commitment request (knowing it may be rejected).
- Follow up with a smaller, more manageable request.
When the prospect rejects the first ask, the smaller request feels like a concession from you. In turn, this triggers the rule of reciprocity, making the prospect more likely to agree to your second, smaller ask.
In essence, people feel obligated to say "yes" when they sense you're meeting them halfway.
Why Rejection-Then-Retreat Works
At its core, this technique leverages social reciprocity. Reciprocity isn’t just about returning favors—it’s also about responding positively to concessions.
When you scale down your ask after being rejected, it creates the perception that you’ve compromised, which can make the recipient feel compelled to reciprocate by agreeing to the smaller request.
While this technique is traditionally used in direct sales, you can apply it effectively in your cold email follow-up sequence.
How to Use Rejection-Then-Retreat in Cold Email Campaigns
In your initial cold email, the goal is typically to make your CTA as low-commitment as possible. For example:
- Asking for a quick call.
- Offering a free resource in exchange for an email response.
- Inviting the recipient to attend a webinar.
This aligns with the foot-in-the-door technique, which is the opposite of rejection-then-retreat. The goal here is to get an initial “yes,” which can lead to further engagement.
But what happens when your first email doesn’t get a reply?
That’s where rejection-then-retreat shines.
When to Use Rejection-Then-Retreat in Cold Email Follow-Ups
You don’t want to apply rejection-then-retreat too early. If you come on too strong with a big ask in your first email, you risk alienating your audience entirely. Instead, save this approach for your final follow-up email in the sequence.
Here are some actionable ways to incorporate rejection-then-retreat into your follow-up emails:
- Request LinkedIn Engagement: If they’re not ready to engage via email, suggest connecting on LinkedIn to stay in touch.
- Ask for a Referral: If they’re not the right person, ask them to forward your email to someone in their organization who might be.
- Inquire About Timing: Ask if now is a bad time and if you can reach out at a later date.
- Understand Priorities: Ask what’s currently a top priority for their team or what obstacles prevented them from replying.
By offering multiple smaller asks, you reduce the pressure on the recipient while keeping the conversation alive.
Example of a Rejection-Then-Retreat Follow-Up Email
Subject: Let’s Stay Connected
Hi [Recipient's Name],
I understand you may not have had the bandwidth to reply to my earlier emails. No problem—I know how busy things can get.
If this isn’t the right time to discuss [your product or service], I’d love to stay in touch. Here are a few ways you can let me know what works best:
- Connect with me on LinkedIn here: [Insert LinkedIn link].
- Let me know if someone else on your team would be the right contact.
- Share if there’s a better time for me to reach out in the future.
Your feedback is valuable, and I’d love to better understand your priorities when the timing is right.
Looking forward to hearing from you!
Best regards,
[Your Name]
Why CleanList.ai Recommends Rejection-Then-Retreat
At CleanList.ai, we specialize in helping businesses refine their cold email campaigns and optimize their outreach strategies. Leveraging techniques like rejection-then-retreat can significantly increase your chances of generating meaningful replies.
By understanding the psychology behind recipient behavior, you can build a more effective sales pipeline and nurture prospects that may have initially seemed out of reach.
Take Your Cold Email Game to the Next Level
Cold email campaigns are never a one-size-fits-all solution. They require thoughtful strategy, follow-up, and consistent improvement. At CleanList.ai, we help you identify the right data, streamline your outreach efforts, and provide actionable insights to boost your results.
Want to start seeing higher reply rates and stronger engagement? Explore how CleanList.ai can optimize your sales process today.
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