The first email opens the topic, follow-ups bring the replies. In Colldly's data most replies arrive on the second and third step. Follow-ups are also where campaigns break: they either close the deal or annoy.
This guide covers the number of steps, the spacing, the thread, the content of each step and stopping the sequence. For every point you see how to set it in the campaign detail.
Two to four steps are enough
After the first email send two to four follow-ups. Fewer means leaving money on the table, more only annoys and raises unsubscribes.
Gaps of 3, 7 and 14 days
The first follow-up after three days, the second after a week, the third after two weeks. Gradually widening gaps feel natural, not like an automaton.
Send in the thread
A follow-up should build on the original message, not arrive as a new email. The recipient sees the context and deliverability is higher.
Every step brings something new
Second email: a concrete sample or reference. Third: a different angle on the same problem. Fourth: one sentence and a close. Never write just "checking in".
The last step closes
The highest reply rate often comes from a final email like "Shall I close this, or get back to you in a few months?" It offers a polite way to say no, and that is exactly why people reply.
A reply must stop the sequence
Whoever replied must not get another automatic email. In Colldly the sequence stops by itself, but when you handle replies outside the system, watch out for it.
- The sequence has 3 to 5 steps, not 8
- Gaps of 3, 7 and 14 days
- Follow-ups go in the same thread (Re:)
- Every step has a different focus: new argument, reference, question, goodbye
- The last step closes politely
- A reply stops the sequence (and you logged replies that came outside the system)