If you had to do just one thing in cold email properly, it would be the follow-ups. The first email usually does not bring most of the replies; it arrives at a moment when the recipient's head is full of something else and it sinks without any ill intent.
The difference between a campaign that works and one that does not is usually whether anything came after the first email. And whether it was "just checking in" or something worth reading.
How a sequence works
A sequence is a planned series of emails to one company: first contact followed by follow-ups with the gaps you define. The system guards the order and timing and sends them within your sending window.
The key point is that follow-up emails go out as replies to the original message, that is in the same thread. The recipient sees the context of the previous communication and does not have to look anything up. The deliverability of a thread is also usually better than that of a separate new message.
The moment a company replies, the sequence ends for it immediately. Nobody receives an automatic reminder after they have already written, which is the fastest way to ruin a contact that is going well.
A proven four-step sequence
A frame that works across industries. The gaps get deliberately longer.
What can be configured
How much is just right
Two follow-ups are the minimum below which it makes no sense to go; you would leave most replies on the table. Four to five steps are the upper limit beyond which unsubscribes grow faster than replies.
More important than the number is the content. A sequence of four emails where each brings something new works far better than three emails that only repeat the same request. When writing a step you cannot answer the question "why should this interest the recipient", it is better to skip the step.
What this feature does not do
So you know exactly what you are buying: these are deliberate limits, not bugs.
Frequently asked questions
Do follow-ups really go out in the same thread?
Yes, they follow as replies to the original message. The recipient sees them as a continuation of the conversation, not as a new email.
What if the company replies only after the third step?
The sequence ends at that moment and no further steps are sent. You find the reply in Unibox with the whole history.
Can I have different sequences for different segments?
Yes, the sequence is a property of the campaign. You can build a different one for every segment and save it to the library.
Do I pay credits for steps that are never sent?
No. Follow-ups are generated right before sending, so you do not pay for companies that replied in the meantime.
How long should a sequence last?
Usually two to three weeks from first contact. A longer span makes sense for more expensive services with a long decision cycle.