If you’re sending cold emails for B2B and not getting replies, you’re not alone. Most outreach falls flat because it’s generic, spammy, or just plain boring. Automated sequences can help—if you set them up right. This guide is for anyone who wants to use Lemlist to actually start conversations, not just blast emails into the void.
Let’s cut through the noise and walk through how to set up Lemlist campaigns that get noticed (and get responses).
Why Automated Email Sequences Matter (and Where They Go Wrong)
Automated sequences aren’t magic. They only work if you do the basics well—clear targeting, useful messaging, and smart follow-ups. Here’s what usually kills response rates:
- Bad lists: Emailing the wrong people or using garbage data.
- Lazy copy: Sending the same tired pitch everyone’s seen.
- No follow-up: Giving up after one try.
- Over-automation: Treating people like numbers instead of humans.
The good news? With a little effort, you can avoid these traps and make Lemlist work for you.
Step 1: Build a Quality Prospect List
Don’t skip this. Even the fanciest sequence won’t save you if you’re emailing the wrong crowd.
- Define your ICP (Ideal Customer Profile): Who actually benefits from your offer? Be specific.
- Source clean data: Use LinkedIn, enrichment tools, or manual research. Double-check emails to avoid bounces.
- Personalization tokens: Add columns for first name, company, pain point, or anything you can reference.
Pro tip: Fewer, better leads beat more, mediocre ones every time.
Step 2: Plan Your Sequence Before You Touch Lemlist
Jumping straight into the tool is a rookie move. Map out your sequence first:
- How many emails? 3-5 is usually enough for B2B. More than that and you risk being annoying.
- Timing: Space them out—every 2-4 days is a good starting point.
- Message flow: Start with an intro, follow up with value, remind them, and close with a clear call to action.
- Personalization: Decide what info you'll reference in each step.
What to ignore: Long, rambling pitches. Keep each email short—3-5 sentences is plenty.
Step 3: Set Up Your Campaign in Lemlist
Now, open up Lemlist and create your campaign.
- Create a new campaign.
- Name it clearly (e.g., “Q2 SaaS Founders Outreach”).
- Upload your prospect list.
- Import your CSV. Match columns with Lemlist’s fields (first name, company, etc.).
- Double-check the mapping so your personalization actually works.
- Set your sending schedule.
- Lemlist lets you choose days and times to send. Weekday mornings work best for B2B.
- Set a daily sending limit to avoid spam filters (start with 30-50/day if your domain is new).
Heads up: Don’t blast 500 emails on day one—email providers will notice, and your deliverability will tank.
Step 4: Write (or Import) Your Email Sequence
Here’s where most campaigns fail or succeed. In Lemlist, you’ll add each step in your sequence:
1. First Email (Cold Outreach)
- Subject: Make it specific, not “Quick Question.” Try referencing the company or a pain point.
- Body:
- Personal opening (use their name, mention something relevant).
- One sentence on why you’re reaching out.
- A clear, easy-to-answer question.
- Sign-off—don’t use fake friendliness.
Don’t:
- Write an essay.
- Pretend to be “just checking in” if you’re not.
2. Follow-Ups
- Second Email: Reference your first email, add another angle or value point.
- Third/Fourth: Get even shorter. Maybe drop a useful resource or a case study link.
- Last Email: Be direct—ask if you should stop reaching out.
Setting up in Lemlist:
- Use {{custom fields}} for personalization.
- Lemlist lets you add images, videos, or dynamic landing pages. These can help, but only if they’re relevant and not gimmicky.
Pro tip: Don’t overdo the “Hey {{firstName}}, just following up…” Instead, try variety in your messaging.
Step 5: Set Triggers and Conditions (Optional, but Powerful)
Lemlist allows you to add logic to your sequence. For example:
- If a prospect replies, stop the sequence automatically.
- If an email bounces, remove from future sends.
- Branching: Send a different follow-up if they click a link.
Be careful: Overcomplicating things can backfire. Start simple, then add complexity as you go.
Step 6: Test Everything Before Sending
This is the unsexy part, but it saves you from embarrassing mistakes.
- Send test emails to yourself. Check personalization, formatting, and links.
- Preview as different prospects. Lemlist lets you do this—use it.
- Check for spam triggers. Avoid lots of links, attachments, or “salesy” language.
Common mistake: Forgetting to map a column, so your emails say “Hey ,” instead of “Hey Sarah,”.
Step 7: Launch, Monitor, and Iterate
Once everything looks good, start your sequence.
- Start small. Send to a test batch of 20-50 prospects first.
- Track responses, opens, clicks. Lemlist gives you these stats—watch for weird drops in open or reply rates.
- Refine: If you’re not getting replies, tweak your subject lines, email copy, or timing. Don’t just keep sending the same thing.
What to ignore: Vanity metrics. Opens are nice, but replies (even “not interested”) are what matter.
Honest Takes: What Works (and What Doesn’t) in Lemlist
What Works
- Personalization at scale: Use those extra columns—mention their product, a mutual connection, or a recent company announcement.
- Follow-up automation: Most replies come after the 2nd or 3rd email, not the first.
- Simple, direct copy: Say what you want, quickly.
What Doesn’t
- Overly clever templates: Humor and memes rarely land with B2B audiences.
- One-size-fits-all messaging: Feels lazy, gets ignored.
- Ignoring warm-up: If your domain is new, use Lemlist’s warm-up tool or a third party to build sender reputation.
What’s Overhyped
- Video in every email: It stands out, but only if you have a real reason for it.
- A/B testing 10 things at once: You won’t learn much. Change one variable at a time.
Keep It Simple (and Iterate)
You don’t need a 10-step, AI-powered sequence to get B2B replies. The basics—good list, clear message, smart follow-ups—work better than the latest “growth hack.” Set up your first campaign, keep it short, and don’t be afraid to tweak as you go.
Most people never get past sending their first email. If you can consistently send 3-5 thoughtful messages to the right people, you’re already ahead of 90% of your competition.
Now go set up your Lemlist sequence, and let the results tell you what to do next.