# Follow-ups

> How many follow-ups to send, how far apart, and how to make each one add something new.

Source: https://docs.maildeck.co/deliverability/follow-ups/

**Most replies don't come from the first email, so plan a short sequence of follow-ups.** Space them a few days apart
and make each one add something new: a result, a different angle, a simple offer. Never just "bump" the same message.

## Why follow-ups matter

People are busy. Your first email might arrive in a meeting, on a holiday or under fifty other messages. A good
follow-up gives them another easy chance to reply. The Cold Email Bible estimates that **30 to 40% of cold email
revenue comes from follow-ups**, and that many campaigns fail simply because nobody followed up, or the follow-ups
just said "bumping this".

Your sequencer sends follow-ups automatically. You write them once when you build the campaign, and most sequencers stop the
sequence automatically for anyone who replies.

## How many, and how far apart

| Guideline | Rule of thumb |
|---|---|
| Emails per contact | About 3 in a sequence (the first email plus follow-ups). This is what our plan maths assumes. |
| Maximum follow-ups | 3 to 4 per sequence |
| Gap between emails | 3 to 5 days |

> **Note: Follow-ups count towards your daily limit**
> Every follow-up is an email sent from one of your inboxes. When you work out how many inboxes you need, count the
> whole sequence, not just first emails. See [Safe sending limits](https://docs.maildeck.co/deliverability/sending-limits/).

## Make every follow-up add something

The Cold Email Bible suggests giving each email in the sequence its own job. Pick the ones that suit your offer:

| Email | Its job |
|---|---|
| First email | Your main offer and one simple question |
| Follow-up 1 | **New proof:** a specific result for a similar company |
| Follow-up 2 | **New angle:** a different problem you solve |
| Follow-up 3 | **Something free and useful:** offer a quick teardown or review of their setup |
| Follow-up 4 | **Capacity:** say honestly that you can take on only a few new clients |
| Last email | **Close the loop:** ask if it's OK to stop reaching out |

For example, a polite final email can be as short as this:

> Haven't heard back, so I'll assume the timing's off. Should I close your file, or is it worth checking in next
> quarter?

On Outlook, every follow-up still follows the same rules: short, no links, no images, no prices, spintax.
See [Writing for Outlook](https://docs.maildeck.co/deliverability/writing-for-outlook/).

## When to stop

- **Someone replies:** make sure the sequence stops for them (most sequencers do this automatically) and answer them yourself.
- **An address bounces or someone unsubscribes:** stop emailing them straight away.
- **The sequence ends without a reply:** let it rest. The Cold Email Bible advises against emailing the same list
  again with the same copy within **90 days**. People who didn't reply the first time are more likely to report it as
  spam.

## If follow-ups aren't getting replies

Very low reply rates are a sign to stop and look, not to send more. The Cold Email Bible checks things in this order:

1. **The list.** Are you reaching the real decision-maker? Were the addresses verified (for example with
   [EmailShield](https://docs.maildeck.co/leads-verification/emailshield/))? Is the list fresh?
2. **The copy and offer.** Does it sound like a person wrote it? Is there specific proof? Is there one easy question?
3. **The infrastructure.** Are the inboxes healthy and within their limits?

More volume on a weak list or a weak offer only burns domains faster. Fix the basics first, then scale.

## Related

  - [Writing for Outlook](https://docs.maildeck.co/deliverability/writing-for-outlook/): Rules and examples for Outlook copy.
  - [Cold email basics](https://docs.maildeck.co/getting-started/cold-email-basics/): How the four parts fit together.
  - [LeadSonar](https://docs.maildeck.co/leads-verification/leadsonar/): Find the right people to email.
  - [Common errors](https://docs.maildeck.co/deliverability/common-errors/): Troubleshooting spam and bounces.