Why Most Outbound Campaigns Die After Week Three

Initial campaign success is often followed by a sudden drop in momentum. This week-three slump is a predictable outcome of poor structural design.

Reasons for the Slump

• Front-Loaded Value: Delivering all the insight in the first email, leaving follow-ups as generic "bumps."
• Channel Fatigue: Relying only on one channel (usually email) until the prospect learns to ignore you.
• Predictability: outreach that lacks "pattern interrupts" to break the monotony.

A follow-up sequence should be a curriculum, not a series of reminders. Each touch should teach something new.

Designing for Sustained Engagement

Deliver value at every step. Use multi-channel sequences to keep the context fresh. Include pattern interrupts—like a break-up email or a custom resource—to revive interest in week three and beyond.

The Takeaway

Design for the long haul. Campaigns are strategic operations that must win over time through disciplined consistency and ongoing value delivery.