Definition
Follow-up
A later email in a sequence, sent after a delay to a prospect who has not replied, adding a new angle rather than a nudge.
A follow-up is the second, third or later message in a cold-email sequence, sent automatically a set number of days after the previous one to prospects who have not responded. A useful follow-up is not “just checking in”: it offers something the first email did not, a different reason to talk, a short example, a question about a specific situation, and it is always short.
Follow-ups matter because many people who eventually answer a cold email do so after a later message. Inboxes are busy, the first note arrives on the wrong day, and a polite second or third message is how a real person would also behave. They also matter to deliverability: follow-ups sent as replies in the same thread from the same mailbox look like a conversation, and stopping the moment someone answers is what separates persistence from nagging.
In Seegnals a campaign is a sequence of steps with delays between them, edited in the sequence editor. A prospect keeps the mailbox it started with, so follow-ups stay in one thread. Any classified reply, including “not interested” or an unsubscribe request, stops the sequence for that person, and the progress bar counts them as done.