Follow-ups are simply the steps after your first email. They send automatically on a delay, and stop as soon as a lead replies.
Adding a follow-up
Open your campaign's Templates tab.
Click Add Step.
Write the subject and body.
Set the delay — how many days after the previous step this one should send.
How follow-ups progress
Sequences run linearly. Each step sends after its configured delay, in order, until the sequence ends or the lead replies. There's no conditional branching — every lead who hasn't replied receives the same next step.
Stop on reply
When a lead replies, all remaining steps for that lead stop automatically. You don't need to configure anything — this is the default behaviour, and it's what prevents the classic mistake of following up with someone who already answered you.
Automated out-of-office responses are detected and recorded separately from genuine replies, so they don't get counted as engagement in your analytics.
Threading: same thread or new email?
Send Message as Thread is a single toggle that applies to the whole sequence, not to individual steps:
On — follow-ups are sent inside the original email thread, and the subject line stays the same throughout
Off — each step is sent as a separate email with its own subject line
Threading generally performs better for B2B outreach because the prospect can see the conversation history.
Working days
Your campaign Schedule controls which days and hours emails go out. Set it to weekdays and business hours in your prospects' timezone — this is configured at the campaign level and applies to every step.
Best practices
Space follow-ups 3-4 days apart. Daily follow-ups read as desperate and get reported as spam.
Make every follow-up add something new — a different angle, a case study, a relevant piece of news. "Just bumping this up" is a wasted send.
Three to four steps is the sweet spot for most sequences.