So you’ve got a pile of leads and a million other things to do. Following up with each one manually? That’s a fast track to burnout (or just plain forgetting). If you’re looking for a practical way to automate your lead follow-ups without getting lost in a maze of features and sales-speak, this guide’s for you.
I’ll walk you through how to set up automated follow-up sequences using Sheppardd, a tool that promises to make life easier for folks managing leads. No fancy sales lingo—just real steps, honest advice, and a few warnings about what to skip.
Why bother automating follow-ups, anyway?
Let’s get real. Most leads don’t reply to the first email. Or the second. And if you’re juggling a bunch of prospects, it’s painfully easy for the good ones to slip through the cracks. Automation isn’t about being lazy—it’s about not letting simple, important stuff get lost because you’re human.
With the right setup, you’ll: - Never forget to check in with a prospect. - Respond faster (even if you’re out walking the dog). - Free up time for the stuff that actually needs your brain.
But here’s the catch: Bad automation is worse than no automation. You’ve seen those cringe-worthy “just circling back!” emails, right? We’ll avoid those.
Step 1: Get your leads into Sheppardd
Before you can automate anything, Sheppardd needs to know who you’re talking to.
Importing leads
You’ve got a few options: - CSV upload: If your leads live in a spreadsheet, you can drag and drop them right into Sheppardd. Just make sure columns like “First Name,” “Email,” and “Company” are tidy. - CRM integration: If you’re using a tool like HubSpot or Salesforce, Sheppardd can usually pull leads directly. Double-check what data comes over—you don’t want to find out later that half your emails are missing. - Manual entry: For the odd one-off, you can type them in by hand. Not recommended if you have more than a handful.
Pro tip: Clean your list before importing. Garbage in, garbage out. Bad contact info will just waste your time (and could even get your emails flagged as spam).
Step 2: Map out your follow-up sequence
Don’t get lost in the weeds here. You don’t need a 10-step “nurture journey” unless you’re selling something complicated. Most people overthink this.
What actually works
- 3 to 5 touches is plenty. Most replies happen early. After five attempts, you’re probably just annoying people.
- Mix up your messages. Don’t send the same “Just checking in!” email on repeat.
- Spacing matters. Give people room to breathe. A day or two between emails is usually enough.
A basic sequence might look like:
- Initial outreach: Quick intro, why you’re reaching out, one sentence on how you can help.
- Follow-up #1 (2 days later): Reference your last email, add a new angle or question.
- Follow-up #2 (3-4 days later): Share a resource or case study, or ask if someone else at their company is the better contact.
- Last touch (a week later): Friendly sign-off, offer to connect later if now’s not the right time.
Write these out in advance. It’ll make the next step dead simple.
Step 3: Build your sequence in Sheppardd
This is where Sheppardd starts to earn its keep.
Creating your sequence
- Go to the “Sequences” tab (or whatever Sheppardd calls it—it might change).
- Create a new sequence and give it a name you’ll actually remember later.
- Add your steps: For each email, paste your text, set the timing, and use variables like {{First Name}} to personalize.
- Set your triggers: Decide when leads enter the sequence. Usually, it’s when they hit a certain stage (“New Lead” or “Demo Requested”).
Pro tip: Keep your emails short and human. If you wouldn’t say it in real life, don’t put it in your sequence. People spot automation from a mile away.
What not to do
- Don’t overdo the personalization tokens. Dear {{First Name}}, at {{Company}}, we… Just… no. One or two variables, max.
- Don’t schedule emails at weird times. If your leads are in Kansas, don’t send follow-ups at 3 AM local time.
- Don’t forget to test. Send the sequence to yourself first. Typos and broken links are embarrassing.
Step 4: Set rules for stopping the sequence
Automated emails that keep coming after someone replies? Instant unsubscribe.
Sheppardd lets you set conditions to pull leads out of the sequence. Here’s what you should always do:
- Stop the sequence if a lead replies. (This should be the default, but double-check.)
- Pause if an email bounces. No sense hammering a dead inbox.
- Optionally, stop if they open/click a certain email. This is more advanced and sometimes overkill—don’t get caught up in vanity triggers.
Pro tip: Even with automation, check your inbox daily. Sometimes real people reply to the first email and expect a real person on the other end.
Step 5: Monitor, tweak, and don’t obsess
You’ve set it up. Now what?
- Check your stats weekly. Are people opening? Replying? If you’re getting nothing but crickets, rewrite your first email.
- Don’t chase vanity metrics. High open rates look nice, but replies are what matter.
- Tweak, don’t tinker endlessly. Make small changes, give them time, and see what actually works.
What to ignore
- Overly detailed analytics. Knowing the “optimal send time” down to the minute is mostly nonsense unless you’re sending thousands of emails a day.
- A/B testing every sentence. Unless you have a huge list, you won’t get statistically meaningful results. Focus on the basics.
Step 6: Keep it legal and respectful
It’s easy to get caught up in the automation game and forget you’re emailing real people.
- Always include an unsubscribe link. Sheppardd should handle this for you—check to make sure.
- Don’t buy lead lists. They’re usually junk and will tank your sender reputation.
- Send to people who actually expect to hear from you. If you’re cold-emailing, keep it relevant and honest about why you’re reaching out.
Pro tip: If you wouldn’t want the email you’re sending to land in your own inbox, rewrite it.
Wrapping up: Keep it simple, keep it real
Automating your follow-ups with Sheppardd isn’t magic. It’s just a smarter way to make sure you’re not dropping the ball. Set up a simple sequence, watch how it performs, and tweak as you go. Don’t let perfect be the enemy of good—most of the gains come from just showing up, every time.
Stick with the basics, resist the urge to overcomplicate, and remember: the human touch still matters. Automation should make you more present, not less.
Now, go get those replies.