Learning Objective
By the end of this guide, you'll know how to determine the optimal timing between follow-up emails, decide how many follow-ups to send based on campaign type, and configure delays in lemlist to create natural, effective follow-up sequences that maximize replies without overwhelming prospects.
Why This Matters
Follow-up timing can make or break your campaign. Send follow-ups too quickly and you appear desperate or spammy. Wait too long and prospects forget about you or lose interest. The right pace keeps you top-of-mind while respecting your prospect's time and attention.
Research shows:
80% of sales require 5+ follow-ups, yet most salespeople give up after 2
Properly timed follow-ups can increase reply rates by 30-50% compared to poorly spaced sequences
Consistent follow-up cadence builds trust and shows professionalism
Getting your follow-up pace right means more replies, better relationships, and higher conversion rates.
Prerequisites
Before configuring your follow-up pace:
Your sequence is built – Have at least 2-3 email steps ready (initial email + follow-ups)
You know your audience – B2B enterprise prospects need different pacing than SMB or B2C audiences
Your sending schedule is set – Know which days you're sending (weekdays only, specific days, etc.)
You understand delays – Review how delays work in lemlist (they count scheduled sending days, not calendar days)
General Follow-Up Timing Guidelines
While every audience is different, these baseline timings work well for most campaigns:
Between Email 1 and Email 2: 2-3 days
Gives prospects time to see and consider your first email
Shows you're not desperately waiting for a reply
Balances persistence with patience
Between Email 2 and Email 3: 2-3 days
Maintains momentum without overwhelming
Keeps you top-of-mind as they evaluate options
Reinforces your message with a second touchpoint
Between Email 3 and Email 4: 3-4 days
A slightly longer delay shows respect for their decision-making process
Allows time for internal discussions or approvals
Positions you as patient and professional
Between Email 4 and Email 5 (if used): 5-7 days
Final follow-up should be spaced further apart
Signals this is your last attempt
Gives maximum time for response before closing the sequence
💡 These are starting points, not rules: Test different timings with your specific audience and adjust based on results.
Core Lesson: Step-by-Step Workflow
Phase 1: Plan Your Follow-Up Strategy
Step 1: Define your campaign goal
Before setting delays, clarify what you want to achieve:
Sales campaign: Schedule demo, book meeting, close deal
Content campaign: Drive downloads, signups, or engagement
Partnership campaign: Start a conversation, explore collaboration
Event campaign: Drive registrations or attendance
Different goals require different follow-up approaches.
Step 2: Decide how many follow-ups to send
Typical campaign (general outreach): 2-4 follow-ups
Sales campaign (B2B): 3-5 follow-ups
Non-business campaigns (networking, content): 2-3 follow-ups
High-value prospects (enterprise): 4-6 follow-ups
Low-intent outreach (broad targeting): 2-3 follow-ups
💡 Pro tip: More is not always better. Quality and timing matter more than quantity. A well-timed 3-step sequence often outperforms a poorly paced 7-step sequence.
Step 3: Map out your sequence structure
Before configuring delays in lemlist, sketch your sequence on paper or in a doc:
Example sales sequence:
Email 1 (Day 1): Introduction + value proposition
Delay: 2 days
Email 2 (Day 3): Case study or social proof
Delay: 3 days
Email 3 (Day 6): Specific benefit or pain point
Delay: 3 days
Email 4 (Day 9): Final ask with clear CTA
Delay: 5 days
Email 5 (Day 14): Breakup email ("Should I close your file?")
Total sequence: ~14 days
Phase 2: Configure Delays in lemlist
Step 4: Open your campaign sequence
Go to Campaigns, then select your campaign, and open the Sequence tab.
Step 5: Set delays between your sequence steps
Select your follow-up Email step and (if you want to keep replies in the same thread) leave the Subject line empty. Then click the delay step (for example, Wait for 1 day) between two actions (Email/LinkedIn/etc.), and set the number of days you want (commonly 2 or 3 days early in the sequence).
Step 6: Configure the rest of your delays consistently
Repeat the same approach for each delay step in your sequence (for example: 2–3 days early on, then 3–4 days later, and 5–7 days for a final follow-up if you use one) until your full sequence cadence is set.
Step 7: Review total sequence duration
Calculate how long your entire sequence takes from start to finish.
Example:
Email 1 (Day 0) → 2 days → Email 2 (Day 2) → 3 days → Email 3 (Day 5) → 4 days → Email 4 (Day 9)
Total duration: 9 scheduled sending days
Make sure this duration aligns with your campaign goals. Sales campaigns can run 14-21 days; short campaigns might be 7-10 days.
Phase 3: Account for Your Sending Schedule
Step 8: Review your campaign sending schedule
Go to campaign Settings and check which days you're sending.
Common schedules:
Monday-Friday only (most common for B2B)
Tuesday and Thursday (two touchpoints per week)
Every day (aggressive follow-up)
Step 9: Adjust delays based on your schedule
Remember: delays count scheduled sending days, not calendar days.
Example with Monday-Friday schedule:
Email 1 sends on Thursday
2-day delay = skip Saturday/Sunday, count Monday (day 1), Tuesday (day 2)
Email 2 sends on Tuesday (5 calendar days later, but only 2 sending days)
Example with Tuesday/Thursday schedule:
Email 1 sends on Tuesday
2-day delay = Thursday (day 1), next Tuesday (day 2)
Email 2 sends the following Tuesday (7 calendar days later, but only 2 sending days)
💡 Critical insight: If you send only 2 days/week, a 3-day delay spans almost 2 weeks. Adjust your delays based on how many days per week you're sending.
How Many Follow-Ups to Send
The right number depends on your campaign type and audience:
Sales Campaigns (B2B)
Recommended: 4-5 follow-ups
Why: Sales cycles are long, decision-makers are busy, and persistence pays off. Most deals happen after the 5th touchpoint.
Example sequence:
Initial value proposition
Case study or social proof
Specific pain point + solution
Directly ask with the calendar link
Breakup email ("Is this still relevant?")
Content or Lead Magnet Campaigns
Recommended: 2-3 follow-ups
Why: Lower commitment asks don't require as much nurturing. If they're not interested in free content after 3 emails, move on.
Example sequence:
Introduce the resource
Share a preview or testimonial
Final reminder with scarcity ("Last chance")
Partnership or Networking Campaigns
Recommended: 3-4 follow-ups
Why: Relationship-building takes time, but you don't want to appear overly aggressive.
Example sequence:
Introduction + mutual connection or interest
Specific collaboration idea
Share relevant content or case
Soft close ("Happy to connect if timing is right")
Event Invitation Campaigns
Recommended: 3-4 follow-ups
Why: Events have deadlines, so time-sensitive reminders are appropriate.
Example sequence:
Invite with event details
Share speaker or agenda highlights
Reminder 1 week before
Final reminder 1-2 days before
High-Value or Enterprise Prospects
Recommended: 5-6 follow-ups
Why: Enterprise deals are complex and involve multiple stakeholders. Longer nurture sequences show commitment.
Example sequence:
Executive-level value proposition
Industry-specific case study
ROI calculator or custom insight
Invitation to executive roundtable or demo
Alternative contact ("Should I connect with someone else on your team?")
Final breakup email
Practical Application / Real-Life Example
SaaS Company Optimizes Follow-Up Timing
A B2B SaaS company targeting mid-market sales leaders initially used this sequence:
Original approach (poor pacing):
Email 1 → 1 day → Email 2 → 1 day → Email 3 → 1 day → Email 4
Total duration: 3 days
Result: 4% reply rate, many "stop emailing me" responses
Optimized approach (better pacing):
Email 1 → 3 days → Email 2 → 3 days → Email 3 → 5 days → Email 4
Total duration: 11 days
Result: 12% reply rate, near-zero negative responses
Why it worked: Longer delays gave prospects time to consider the offer without feeling pressured. The pace felt natural and professional, not desperate.
Key takeaway: Slower pacing increased reply rates by 3x and eliminated negative reactions.
Expert Tips for Effective Follow-Up Pacing
Treat your sequence like a story
Each follow-up should build on the previous one, creating a narrative arc:
Email 1: Introduce the problem
Email 2: Show proof others have solved it
Email 3: Explain how it works
Email 4: Make the ask
Callbacks to previous emails (e.g., "Following up on my email about...") reinforce continuity.
Keep the same subject line (or leave it blank)
By leaving the subject line blank in follow-up emails, lemlist keeps them in the same thread. This:
Increases open rates (recipients recognize the thread)
Maintains context (all emails visible in one conversation)
Feels more natural (like a real email thread)
Aim for at least 2-3 follow-ups minimum
Don't give up after one email. Data shows:
55% of replies come after the 2nd email
25% of replies come after the 3rd or 4th email
Only 20% of replies come from the first email
If you're not sending at least 3 emails, you're leaving 80% of potential replies on the table.
Define each follow-up's goal
Each follow-up should add something new:
Email 2: Add social proof (case study, testimonial)
Email 3: Add urgency or scarcity (limited spots, deadline)
Email 4: Add a different angle (ROI, risk reduction)
Email 5: Breakup email (create FOMO or closure)
Don't just say "Following up" without adding value.
Use breakup emails strategically
The final follow-up (often called a "breakup email") creates urgency by signaling you're about to give up.
Example:
"Hey [Name], I haven't heard back so I'm guessing this isn't a priority right now. Should I close your file, or is there a better time to reconnect?"
Breakup emails often generate the highest reply rates because they create a sense of finality.
Test different pacing with A/B tests
Don't assume the standard 2-3 day delays work best for your audience. Run A/B tests comparing:
Fast sequence (1-2 day delays) vs. Slow sequence (4-5 day delays)
Short sequence (2 follow-ups) vs. Long sequence (5 follow-ups)
Track reply rates and adjust based on data.
Troubleshooting
Issue: Prospects are responding negatively ("Stop emailing me")
Root cause: Follow-ups are too frequent or too aggressive
Fix:
Increase delays between emails (try 4-5 days instead of 2-3)
Reduce total number of follow-ups (use 3 instead of 5)
Review email tone. Make sure you're adding value, not just "bumping" or "checking in"
Issue: Reply rates are very low (< 5%)
Root cause: Follow-ups might be too far apart, or messaging isn't resonating
Fix:
Try shortening delays slightly (2 days instead of 4) to increase momentum
A/B test different messaging angles (the pacing may be fine, but the content needs work)
Review if you're targeting the right audience. Bad targeting kills reply rates regardless of pacing
Issue: The sequence feels too long or drags on
Root cause: Too many steps or delays are too long
Fix:
Reduce the total number of emails (cut from 5 to 3-4)
Shorten delays in the middle of the sequence (keep 2-3 days throughout instead of increasing to 5-7)
Total sequence should ideally be 10-14 days for most campaigns
Issue: I'm not sure if my pacing is working
Root cause: No data or testing to validate effectiveness
Fix:
Run your sequence for 200-300 leads and analyze reply rates
A/B test two versions with different pacing (one with 2-day delays, one with 4-day delays)
Compare reply rates and choose the winner
Continue testing and refining over time
Optimization Tips
Match pacing to buyer urgency: High-urgency offers (limited-time discounts, event invites) can use shorter delays (1-2 days). Long sales cycles need longer delays (3-5 days).
Consider time zones: If targeting global audiences, delays help smooth out timezone differences. A 2-day delay ensures everyone has equal time to respond.
Use delays to trigger engagement windows: Research when your audience is most active. If they check email mornings, space emails 2-3 days apart so each arrives in a fresh morning inbox.
Increase delays toward the end: Early follow-ups can be 2-3 days apart. Later follow-ups (4th, 5th) should be 5-7 days to signal you're wrapping up.
Respect weekends for B2B: If sending Monday-Friday only, a 2-day delay on Thursday means Tuesday (skipping the weekend). Plan accordingly.
Test seasonal pacing: End-of-quarter, holidays, and summer months may require different pacing. Test and adjust based on seasonal response patterns.
Document what works: Keep a record of which pacing works for different audiences. Build a playbook over time.
Combine with multichannel: Use LinkedIn actions between email steps. Example: Email 1 → 2 days → LinkedIn visit → 2 days → Email 2. This creates touchpoints without email fatigue.
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