If you’re sending cold emails or sales messages and getting radio silence, you’re not alone. Most prospects don’t reply to the first message — sometimes not even the second. But following up (without being a pest) is where real results happen. If you’re using Sales Ape and want to stop chasing prospects manually, this guide’s for you. I’ll walk you through setting up automated follow-up sequences that actually get replies, not unsubscribes.
Why Automated Follow-Ups Matter (and Where They Go Wrong)
Let’s get the obvious out of the way: you need to follow up. People are busy, emails slip through the cracks, and sometimes a nudge is all it takes. But nobody wants to be spammed with a generic “Just checking in!” seven times.
Automated follow-ups can save hours and keep you top-of-mind — if you do them right. Done wrong, they’ll burn leads and your reputation. The goal is to sound human, not like a clunky robot on autopilot. Before jumping into setup, know this:
- Quality > Quantity: Three thoughtful follow-ups beat seven generic ones.
- Personalization wins: If your follow-up doesn’t reference something real, it goes in the trash.
- Timing matters: Too soon feels pushy. Too late and you’re forgotten.
Let’s get practical.
Step 1: Map Out Your Follow-Up Sequence Before Touching the Tool
Here’s the mistake most people make: they jump straight into the tool, start clicking around, and end up with a messy, confusing sequence. Take five minutes to sketch out your plan first.
Decide: - How many times will you follow up? (2-4 is usually the sweet spot) - What will each message say? (Hint: Don’t just repeat yourself) - How much time between each follow-up? (2-5 days is typical) - What’s the “breakup” or final email if they never reply?
Pro tip: Write your follow-up messages in a doc first. This way, you can fine-tune the tone and avoid cringe-worthy automation errors later.
Step 2: Prep Your Contact List — Garbage In, Garbage Out
Automated sequences are only as good as your data. If your list is a mess (old contacts, bad emails, missing names), your follow-ups will look sloppy or get flagged as spam.
What to do: - Clean your list. Remove obvious bounces and duplicates. - Make sure key fields (like first name, company) are filled out. You’ll need these for personalization. - Segment your list if possible. One-size-fits-all sequences rarely work.
Ignore: Any temptation to buy lists or blast everyone. That’s just asking for trouble.
Step 3: Create a New Sequence in Sales Ape
Now, open up Sales Ape and look for the “Sequences” or “Campaigns” feature. The interface changes a bit over time, but the basics are the same.
To set up a new sequence: 1. Click “Create Sequence” or similar. 2. Name it something clear (“Q2 Cold Outreach” beats “Test 12”). 3. Choose your audience — upload or select your cleaned contact list.
You’ll see a timeline or builder where you add each step (email, task, etc.) in your sequence.
Step 4: Write (or Paste) Your Follow-Up Messages
Here’s where most automation goes off the rails. Don’t use the default templates — they scream “automated.” Paste in the messages you wrote earlier.
For each follow-up step:
- Paste your message.
- Use personalization tokens (like {{FirstName}}) sparingly. If your data’s shaky, avoid using them in the greeting.
- Keep it short. Every follow-up should take less than 30 seconds to read.
- Vary your content. Ask a new question, share a relevant article, or address a common objection.
What works: - Referencing their business or a challenge you can help with. - Being straightforward (“If now’s not the right time, just let me know.”) - A clear, simple call to action.
What to ignore: - Over-engineered “clever” templates. They rarely land well. - Guilt-tripping or passive-aggressive lines (“I guess you’re not interested…”).
Step 5: Set Timings and Triggers
This is where you decide when each follow-up goes out. Sales Ape lets you space out emails — don’t bunch them all together.
Tips: - Wait 2-3 business days between follow-ups. - Avoid weekends (messages sent Friday afternoons usually get ignored). - Some tools offer “send if no reply” — use this, so you don’t follow up with people who already answered.
Watch out for:
- “Reply detection” isn’t perfect. Always spot-check to make sure you’re not following up on a thread that’s already active.
Step 6: Test Your Sequence (Don’t Skip This)
Before turning it loose on real leads, test the entire sequence on yourself or a colleague. You’d be surprised how often: - Tokens don’t populate correctly, - Links are broken, or - Messages come across as awkward when you read them in your inbox.
Checklist: - Do all fields fill in as expected? - Is the timing right, or do they all land at 2am? - Do the messages make sense in context?
Pro tip: Set up a dummy contact with your own email and run through the whole sequence. It’s the fastest way to catch mistakes before prospects see them.
Step 7: Monitor, Adjust, and Don’t Be Afraid to Kill Sequences
Once your sequence is running, don’t just “set and forget.” Check in after a couple of weeks.
What to measure: - Open and reply rates for each follow-up. - Which step gets the most responses. - Unsubscribe or complaint rates (if these spike, time to tweak).
If something isn’t working: - Change your messaging. If step 2 is tanking, rewrite it. - Adjust the timing. Too frequent = more unsubscribes. - Remove or add steps — but don’t go overboard. Most replies come after the first or second nudge.
Ignore: Vanity metrics like “number of emails sent.” Focus on replies.
Extra Tips: What Actually Gets Replies
- Be real: If you wouldn’t say it in person, don’t send it in an email.
- Drop the “just following up” line: Offer something new or acknowledge the silence.
- Use plain text: Fancy designs look like marketing blasts and hurt deliverability.
- Make it easy to reply: Ask one clear question. Don’t make them work to figure out what you want.
When (and When Not) to Use Automation
Automated follow-ups are great for cold outreach, demos, or nurturing warm leads. But if you’re working a small, high-value list, sometimes manual, well-thought-out messages work better.
Don’t automate: - Highly sensitive or complex deals. - When you have a real relationship — send a real note.
Wrapping Up: Keep It Simple and Iterate
Setting up automated follow-ups in Sales Ape doesn’t have to be complicated. Map out your sequence, keep your messages human, and check your results. The best sequences are the ones you actually tweak based on what works — not the ones you set up once and never touch again.
Don’t overthink it. Start simple, see what gets replies, and adjust from there. That’s how you get real response rates — without annoying your prospects (or yourself).