Learning Objective
By the end of this tutorial, you'll know how to add follow-up emails to your campaigns, set strategic timing between steps, create threaded conversations that stay in the same inbox thread, and structure sequences that increase reply rates through value-driven touchpoints.
Why This Matters
Single emails get lost. Multi-step sequences with strategic follow-ups increase reply rates by 3-5x compared to one-off emails. Most prospects don't respond to the first email. Not because they're uninterested, but because they're busy. Follow-ups keep you top-of-mind, demonstrate persistence, and give prospects multiple opportunities to engage when timing works for them.
Prerequisites
Before you start, make sure you have:
A campaign created with at least one initial email step
Understanding of your target audience's typical response timing
Content planned for your follow-up emails (value-adds, different angles, or urgency)
Core Lesson — Step-by-Step Workflow
Phase 1: Understand Sequence Structure
What is a sequence?
A sequence (also called a drip campaign) is a series of scheduled emails sent automatically over time. It starts with your initial outreach email and continues with follow-up emails sent at strategic intervals.
What is a follow-up email?
A follow-up email is sent to leads who haven't replied to previous emails in the sequence. These are automatically triggered based on the delays you set.
💡 Key concept: Follow-ups only send to non-responders. If someone replies at any step, the sequence typically stops (depending on your campaign settings).
Example sequence structure:
Day 1: Initial email introducing your solution
Day 4: Follow-up sharing a case study (sent only if no reply to previous email)
Day 8: Follow-up with a different value angle (sent only if no reply to previous emails)
Day 12: Final follow-up with urgency or breakup message
Phase 2: Add Your First Follow-Up Email
Step 1: Access your campaign
Go to Campaigns, then select the campaign you want to edit.
Step 2: Open the Sequence tab
At the top of the campaign page, click Sequence. This opens the flow where your steps are built.
You should see your existing sequence structure, including your initial email step.
Step 3: Add a new email step
From the Sequence view, click + Add step.
In the step picker, keep Steps selected, then choose Email as the step type.
A new email step is added to your sequence.
Step 4: Set the delay
Click the wait time above the new email step, then set the number of days to wait before sending the follow-up.
Common delay strategies:
3-4 days for high-urgency B2B outreach
5-7 days for considered purchases or executive-level contacts
2-3 days for event-based or time-sensitive campaigns
💡 Why timing matters: Too soon feels pushy, too long loses momentum. Test different delays to find what works for your audience. If you set up a delay to 0 days, lemlist will send a follow-up email immediately after.
Step 5: Write your follow-up email content
Select the new email step, then write your follow-up in the editor on the right. If this email is part of an existing thread, do not change the subject line.
Follow-up best practices:
Add value - Don't just say "checking in." Share a resource, insight, or different angle.
Reference the previous email - Briefly acknowledge that you've reached out before
Keep it short - Follow-ups should be 3-5 sentences maximum
Change the approach - Don't repeat the first email; try a different value proposition
💡 Storytelling technique: Build on a theme or joke from your first email to create continuity and show you're a real person.
Step 6: Save and verify the follow-up step
Your changes are saved in the sequence editor. Review the left-hand flow to confirm your follow-up step appears in the right place with the correct delay.
✅ Verify: You should see your follow-up step in your sequence with the delay displayed.
Phase 3: Add Additional Follow-Ups
Step 7: Add a second follow-up
Click the + Add step button below your first follow-up.
Add another email step.
Set a new delay (for example, 4 days after the previous step).
Write your second follow-up with a different angle or value-add.
If you want it to stay in the same thread, leave the subject line unchanged or blank, depending on how the thread is configured.
💡 Sequence length best practice: 3-5 emails is optimal for most B2B sequences. More than 5 risks diminish returns unless you have very high-value prospects.
Step 8: Repeat to build your full sequence
Continue adding follow-up steps until you've built your complete sequence.
Each step should:
Have a strategic delay
Provide unique value or a new angle
Stay in the same thread when appropriate
Get progressively shorter and more direct
Step 9: Craft your final email
Your last email should either:
Breakup email: "Seems like now isn't the right time. I'll reach out in [X months]."
Final value offer: "Last chance to access [specific benefit]"
Permission question: "Should I close your file or is there interest in staying in touch?"
💡 Breakup emails often generate the most replies because they create urgency and show you're moving on.
Phase 4: Optimize Your Sequence Structure
Step 10: Review the full sequence flow
Look at your complete sequence from top to bottom.
Check that:
Delays make sense (increasing intervals usually work best)
Each email provides a different value or angle
The sequence tells a coherent story
The final email creates urgency or closure
Step 11: Preview email threading
Click Preview in the email editor to see how your follow-up will appear.
💡 Troubleshooting note: If you see blank subject lines in preview mode, this can be normal for threaded follow-ups. The sent email will use the original thread behavior configured in your sequence.
Practical Application / Real-Life Example
SaaS Sales Sequence (5-Touch Sequence)
Context: Selling marketing analytics software to CMOs and marketing directors
Step 1 - Day 1: Initial Outreach
Subject: "Quick question about #
{{companyName}}Content: Problem-focused question referencing their recent campaign or company news
Length: 80 words
Step 2 - Day 4: Value-Add Follow-Up
Subject: [Same thread]
Content: "Not sure if you saw my note below. Thought you might find this case study relevant, we helped a similar company increase attribution accuracy by 40%." + link to case study
Length: 50 words
Step 3 - Day 8: Different Angle
Subject: [Same thread]
Content: "Different approach, instead of attribution, are you tracking customer journey touchpoints effectively? That's where most CMOs we work with see the biggest blind spot."
Length: 40 words
Step 4 - Day 11: Social Proof
Subject: [Same thread]
Content: "Quick update: Just closed a deal with [recognized brand in their industry]. They had the same attribution challenges. Would a 15-min call make sense to see if we're a fit?"
Length: 35 words
Step 5 - Day 15: Breakup Email
Subject: [Same thread]
Content: "Seems like now isn't the right time. I'll check back in Q3. If anything changes, you have my info below."
Length: 25 words
Results:
42% open rate across the sequence
18% reply rate (vs. 4% with single email)
67% of replies came from Steps 3-5 (not the initial email)
The breakup email (Step 5) generated 25% of total replies
Key success factors:
Each email provided a different value or angle
Progressive urgency (soft → direct → breakup)
Decreasing length (80 → 25 words)
Threaded in inbox (maintained context)
Troubleshooting & Pitfalls
Issue: Follow-ups are being sent to leads who already replied
Root cause: Stop conditions not configured in campaign settings
Fix:
Go to campaign Settings → Stop sending messages when lead...
Enable "Replies to email" so the sequence auto-stops on reply
See: Stop campaigns when leads engage (link to related article)
Issue: Follow-ups appearing as separate emails, not in the same thread
Root cause: The subject line was changed on a threaded follow-up
Fix:
Edit each follow-up step
Keep the existing thread settings intact
If lemlist shows a warning that changing the subject line will break the thread, leave it unchanged
Do NOT add "RE:" manually. lemlist handles threading automatically
Issue: Preview looks different from the live email thread
Root cause: Preview mode is only a representation of the follow-up step
Fix:
Use Preview to check formatting and content
If needed, send a test email to yourself to confirm how the thread will appear in a real inbox
Issue: Follow-ups are being sent too close together or all at once
Root cause: Delays not properly configured or set to 0 days
Fix:
Edit each step and verify the delay is set correctly
If you want time between messages, make sure the wait step is greater than 0 days
lemlist respects your sending schedule. If delays land outside sending hours, they'll queue for the next available window
Issue: The last follow-up never sends
Root cause: Campaign completed or lead reached the end of the sequence before the delay finished
Fix:
Check campaign status. If "Completed," all leads are finished
Verify the lead didn't reply earlier (check lead activity log)
Ensure the delay for the final step isn't longer than your campaign timeline
Follow-Up Content Strategies
Strategy 1: Value Ladder
Each follow-up provides progressively more valuable content:
Email 1: Identify the problem
Email 2: Share a relevant insight or stat
Email 3: Provide a case study or success story
Email 4: Offer a specific solution or demo
Email 5: Final value offer or breakup
Strategy 2: Multi-Threading (Different Angles)
Each follow-up approach follows from a different angle:
Email 1: Efficiency angle ("Save 10 hours per week")
Email 2: Risk angle ("Most companies miss this compliance requirement")
Email 3: Revenue angle ("Increase conversions by 25%")
Email 4: Social proof angle ("Your competitor just implemented this")
Email 5: Timing angle ("Pricing increases next month")
Strategy 3: Story Building
Build a narrative across emails:
Email 1: "I noticed something about #
{{companyName}}Email 2: "So I dug deeper and found..."
Email 3: "Turns out, 73% of companies in your space face the same issue..."
Email 4: "Here's how three of them solved it..."
Email 5: "Curious if this resonates with you?"
Strategy 4: The Pattern Interrupt
Break the typical sales sequence pattern:
Email 1: Standard value proposition
Email 2: "Forget what I said in my last email..."
Email 3: Contrarian take or controversial opinion
Email 4: "Okay, back to being professional..."
Email 5: Honest/vulnerable breakup email
Tips for Optimization
Test delay intervals - Run small batches with different delays (3-day vs. 5-day vs. 7-day) to see what generates the best response rates for your audience.
Personalize follow-ups - Use variables like #, {{firstName}}#, or custom fields to make follow-ups feel tailored, not automated.{{companyName}}
Vary the hook - Don't repeat "Just following up" or "Circling back." Each email should have a fresh opening that could stand alone.
Track per-step performance - Monitor which steps get the most replies in your analytics. If Step 3 consistently performs best, consider leading with that angle in future sequences.
A/B test email length - Try short (2-3 sentences) vs. longer (5-7 sentences) follow-ups to see what your audience responds to.
Use the breakup email - Don't skip the final email. Breakups often generate 20-30% of total replies by creating urgency and showing respect for their time.
Match follow-up frequency to buying cycle - Enterprise sales with 6-month cycles can have 7-10 day delays. SMB sales with 2-week cycles need 2-3 day delays.
Maintain thread integrity - Never break the thread by changing the subject line on threaded follow-ups. Threading is one of the most powerful features for appearing organized and professional.
Front-load your sequence - Put your strongest value in Steps 1-2. Steps 4-5 should be shorter and more direct since most responses come earlier.
Update based on triggers - If something changes (company announces funding, new exec joins, industry news), add a triggered follow-up referencing that event.