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.

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.

Before you start, make sure you have:

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:

Step 1: Access your campaign sequence

Go to Campaigns, then select your campaign

Next, open the Sequence tab

You should see your initial email step already created.

Step 2: Add a new step

Below your initial email, click the "+" button to add a step

Select Email as the step type

A new email step is added to your sequence.

Step 3: Set the delay

In the new step, click the edit (pencil) icon, then set the number of days to wait before sending this follow-up

Common delay strategies:

💡 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 4: Write your follow-up email content

Click into the email body field and write your follow-up message.

Follow-up best practices:

💡 Storytelling technique: Build on a theme or joke from your first email to create continuity and show you're a real person.

Step 5: Configure the subject line for threading

This is critical for keeping follow-ups in the same email thread.

Leave the subject line field empty

When the subject is blank, Lemlist automatically threads the follow-up under your initial email subject.

⚠️ Important: Do NOT add "RE:" manually. Lemlist handles this automatically when you leave the subject blank.

💡 Why threading matters: Email threads keep your conversation organized in the prospect's inbox and show persistence without cluttering their inbox with separate emails.

Step 6: Save the follow-up step

Click Save or simply click outside the step editor to auto-save.

Your first follow-up is now configured.

✅ Verify: You should see your follow-up step in your sequence with the delay displayed (e.g., "3 days after Step 1")

Step 7: Add a second follow-up

Click the "+" button below your first follow-up.

Add another email step.

Set a new delay (e.g., 4 days after the previous step).

Write your second follow-up with a different angle or value-add.

Leave the subject line empty to maintain the thread.

💡 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:

Step 9: Craft your final email

Your last email should either:

💡 Breakup emails often generate the most replies because they create urgency and show you're moving on.

Step 10: Review the full sequence flow

Look at your complete sequence from top to bottom.

Check that:

Step 11: Preview email threading

Click Preview to see how your emails will appear

💡 Troubleshooting note: If you see blank subject lines in preview mode, this is normal and expected. The actual sent emails will show the original subject line because they're threaded.

SaaS Sales Sequence (5-Touch Sequence)

Context: Selling marketing analytics software to CMOs and marketing directors

Step 1 - Day 1: Initial Outreach

Step 2 - Day 4: Value-Add Follow-Up

Step 3 - Day 8: Different Angle

Step 4 - Day 11: Social Proof

Step 5 - Day 15: Breakup Email

Results:

Key success factors:

Issue: Follow-ups are being sent to leads who already replied

Root cause: Stop conditions not configured in campaign settings

Fix:

Issue: Follow-ups appearing as separate emails, not in the same thread

Root cause: Subject line isn't blank, or you manually added "RE:"

Fix:

Issue: Preview shows blank subjects and looks broken

Root cause: This is normal expected behavior in preview mode

Fix:

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:

Issue: The last follow-up never sends

Root cause: Campaign completed or lead reached the end of the sequence before the delay finished

Fix:

Each follow-up provides progressively more valuable content:

Each follow-up approach follows from a different angle:

Build a narrative across emails:

Break the typical sales sequence pattern:

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}}, #{{companyName}}, or custom fields to make follow-ups feel tailored, not automated.

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 adding a subject line to 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.