The Follow-Up Sequence Most People Get Completely Wrong
Jan 15, 2026
You send the perfect first email.
You've got good copy. You're targeting the right people. You hit send.
Nothing.
So what do you do?
Most people send one follow-up that says "just bumping this to the top of your inbox" and then give up.
That's a huge mistake.
Here's why: the first email almost never works.
Not because it's bad. Just because people are busy. They see your email, they mean to reply, and then 47 other things happen.
Your email gets buried. Gone forever.
But if you follow up the right way, you can turn a 2% reply rate into a 10% reply rate.
Here's how.
Follow-Up Rule #1: You Need At Least 4-5 Touch Points
One email isn't enough. Two emails isn't enough.
Most replies come on the 3rd, 4th, or 5th follow-up.
Not because you're annoying them into responding. Because that's when they finally have time to engage.
Your sequence should look something like this:
Email 1: Your main pitch
Email 2 (3 days later): Add value or a new angle
Email 3 (3 days later): Address an objection or share a case study
Email 4 (4 days later): "Is this even a priority?" (give them an out)
Email 5 (1 week later): "Closing the loop" breakup email
That's 5 emails over 2.5 weeks. Most people stop after 2.
Follow-Up Rule #2: Don't Just "Bump" Your Email
The worst follow-up emails say things like:
"Just wanted to bump this up"
"Following up on my last email"
"Circling back on this"
These add zero value. They're just noise.
Every follow-up should give them a new reason to respond.
Bad follow-up: "Hey [Name], just bumping my last email. Let me know if you're interested."
Good follow-up: "Hey [Name], saw you guys just posted a job for an SDR—guessing outbound is on your radar. Happy to share how we're booking 12-15 calls/month for similar companies if it's relevant."
See the difference? The second one adds new information and gives them a reason to care.
Follow-Up Rule #3: Change Your Angle
Don't just restate your first email five times.
Each follow-up should approach the problem from a different angle.
Email 1: Focus on the pain point
Email 2: Share a quick win or case study
Email 3: Address a common objection
Email 4: Ask if it's even the right time
Email 5: The breakup email
This keeps things fresh and gives them multiple chances to connect with something.
Follow-Up Rule #4: The Breakup Email Works
Your last email should be a "closing the loop" email.
Something like:
"Hey [Name], haven't heard back so I'm assuming this isn't a priority right now. No worries—I'll close the loop on my end. If things change, feel free to reach out."
This works for two reasons:
It removes pressure (which makes people more likely to respond)
It creates urgency (this is their last chance to engage)
A huge percentage of replies come from the breakup email.
Follow-Up Rule #5: Space Them Out
Don't send 5 emails in 5 days. That's spam.
Space them out over 2-3 weeks. Give people time to breathe.
Here's a good cadence:
Day 1: First email
Day 4: Follow-up #1
Day 7: Follow-up #2
Day 11: Follow-up #3
Day 18: Breakup email
This feels natural and gives them multiple opportunities to respond without being annoying.
The Bottom Line
Most people give up way too early.
If you're only sending 1-2 emails, you're leaving 80% of your responses on the table.
Build a real follow-up sequence. Add value with every email. Don't give up after the first no-response.
Your reply rates will skyrocket.
Talk soon,
Lourenço