How to set up follow-up sequences

80% of sales happen on the 2nd to 5th contact. Sequences automate this.

How sequences work

1. You create a sequence with steps (timing + instructions)
2. You enroll a lead after sending an initial email
3. The system generates follow-ups on schedule
4. Each follow-up appears as a pending draft for your approval
5. If the lead replies, the sequence auto-pauses

Key principle: The AI writes each follow-up fresh using context from the original email, lead details, and elapsed time. No copy-paste templates.

Creating a sequence

Go to Sequences and click Create Sequence.

Use a template (recommended for starting):

• 3-Day Gentle Follow-up — Check-in, value add, final touch
• Quick 2-Step Nudge — Short sequence for warm leads
• Enterprise 5-Touch — Longer sequence for big deals

Or create custom:

• Name — e.g., "Startup Founder Sequence"
• Description — optional notes for yourself
• Steps — add each follow-up with:
  • Delay (days) — when to send after previous step
  • Instruction — what the AI should write
  • Tone — friendly, professional, casual, etc.

Example sequence: 3-Day Gentle

Enrolling leads

After sending an initial email to a lead:

1. Go to the lead's detail page
2. Click Enroll in Sequence
3. Select which sequence to use
4. Done — the system handles timing

Auto-pause behavior

Sequences pause automatically when:

• Lead replies to any email
• Email bounces
• You manually pause or remove the enrollment

This prevents awkward situations where you follow up after they've already responded.

Tips

Timing:

• Too fast (1-2 days) = looks desperate
• Too slow (30+ days) = they forget you
• Sweet spot: 3, 7, 14 days

Content:

• Each follow-up should bring something new
• Don't just ask "Did you see my email?"
• Share value: case study, insight, relevant news

Volume:

• Don't send more than 4-5 follow-ups total
• After that, you're just annoying