If you’re drowning in leads and tired of sending the same “just checking in” emails, this guide is for you. We’ll walk through setting up automated follow-up sequences in Sellmethispen—no buzzwords, no marketing fluff. Whether you’re new to sales automation or just want a setup that actually works, you’ll get clear steps to keep leads warm and your sanity intact.
Why bother with automated follow-ups?
Most leads don’t buy after the first touch. Realistically, it takes a few nudges—at the right time—to get their attention. Manually chasing everyone is a waste of your day (and, frankly, a recipe for missed deals). Automation, when done right, keeps you top of mind without turning your inbox into a graveyard of forgotten opportunities.
But here’s the thing: automation isn’t magic. It can make you look lazy if you just blast the same generic message. The trick is to set it up so it feels like you’re still paying attention—even when you’re not.
Step 1: Get your Sellmethispen basics set up
If you haven’t already, get your bearings in Sellmethispen. Make sure you’ve:
- Imported your leads (CSV works, but double-check the mapping so you don’t end up with “First Name: Unknown”).
- Organized leads into sensible groups—think by deal stage, source, or whatever fits your sales process.
- Connected your email account (or the channel you’ll use for follow-ups). This is usually under “Settings > Integrations.” If your email isn’t connected, nothing else here matters.
Pro tip: Before you touch automation, make sure your sender info is set up so replies actually go to your inbox, not a black hole.
Step 2: Map out your follow-up sequence (on paper, first)
Don’t dive into the software yet. You’ll save yourself a ton of headaches by sketching out your follow-up plan:
- How many touches? Most sequences work best with 3-5 emails (or calls). More than that, and you risk being ignored—or worse, marked as spam.
- How often? Spread them out. Daily emails can feel desperate. 2–5 days between touches is the norm.
- What’s the goal? Each message should have a reason to exist. Are you providing value? Asking a specific question? Reminding them of something?
- When do you stop? Decide up front when to let a lead go. Some people just aren’t interested.
Here's a simple example:
- Day 1: Initial outreach (manual or automated)
- Day 3: Quick check-in (“Did you get my last email?”)
- Day 7: Add value (share a case study or resource)
- Day 14: Last call (“Should I close your file?”)
Don’t overcomplicate it. You can always tweak later.
Step 3: Build your templates
Head into Sellmethispen’s Automation or Sequences section (naming may vary, but you’re looking for anything with “automation” or “workflow”).
- Create a new sequence and give it a name you’ll recognize later. (“Q2 Warm Leads” beats “Sequence 1.”)
- For each step, write a template. Use merge fields for personalization, but keep it basic: first name, company, maybe a recent activity. Fancy dynamic content usually isn’t worth the fuss for most teams.
What works: - Short, plain-text emails. Looks human, doesn’t trigger as many spam filters. - One clear call to action. Don’t ask for a call, a demo, and a form fill in the same email. - Light personalization. Even “Hi [First Name],” is better than “Dear Customer.”
What doesn’t: - Long-winded pitches. Nobody reads them. - Attachments in early emails. They get flagged. - Overly clever subject lines. Clarity beats cute.
Example template:
Subject: Quick question, [First Name]
Hi [First Name],
I wanted to follow up on my last message. Is [Business Problem] still a priority for you this quarter?
If now’s not the right time, just let me know.
Thanks, [Your Name]
Pro tip: Write your emails in your own voice. If you wouldn’t say it on a real call, don’t put it in your sequence.
Step 4: Set up the sequence in Sellmethispen
Now, translate your plan into Sellmethispen:
- Create a sequence: In the automation area, click “New Sequence.” Name it clearly.
- Add steps: For each touchpoint, add your email (and/or call, SMS, etc. if supported). Set delays—e.g., “Wait 3 days,” between steps.
- Personalization: Map your merge fields (like [First Name], [Company]) to your lead data. Test these! Nothing looks worse than “Hi ,” at the top of your email.
- Choose triggers: Decide how leads enter the sequence. You can trigger by:
- Manually adding them (good for high-value prospects)
- Automatically, when they hit a certain stage or fill out a form (works for volume)
- Set exit conditions: Make sure leads leave the sequence if they reply, book a meeting, or hit a “do not contact” list. Otherwise, you’ll look tone-deaf.
Watch out for:
- Duplicates. Don’t add the same lead to multiple sequences.
- Overlapping automation. Nothing kills trust like two “just checking in” emails on the same day.
Step 5: Test before you send
Don’t skip this. Send every email in the sequence to yourself (and maybe a colleague). Check for:
- Formatting issues—merge fields working, links not broken
- Weird sender info (does it show your name, or something generic?)
- Mobile formatting (lots of folks read on their phones)
- Typos—yes, even in templates
Pro tip: Reply to your own test emails. Make sure they end up where you want, and that your “unsubscribe” or “stop” links work if you need them.
Step 6: Launch and monitor
Once you’re happy, start adding leads to the sequence. But don’t just set it and forget it:
- Monitor replies. If most responses are “Not interested,” tweak your messaging.
- Watch deliverability. If open rates tank, you might be getting caught in spam. Try sending fewer emails per day, or changing up your language.
- Track unsubscribes. If people are opting out at the first touch, dial back the frequency or rethink your approach.
What to ignore:
- Vanity metrics. High open rates don’t pay the bills. Focus on replies, meetings booked, or whatever actually moves deals forward.
Step 7: Iterate and improve
No sequence is perfect out of the box. Every audience is different. Every quarter, review:
- Which steps get the most replies?
- Where do people drop off?
- Are your leads converting, or just clicking links?
Make small tweaks. Swap out a subject line. Shorten an email. Add a quick phone call if you’re not getting traction. The goal is progress, not perfection.
Honest advice: Keep it simple
It’s easy to get lost in features and overthink your automation. But a basic, well-written sequence beats a complicated mess every time. Spend your time on clear messaging and thoughtful timing, not fancy triggers or endless A/B tests.
Start small. Watch what works. Don’t be afraid to kill what doesn’t.
You’ll save hours, close more deals, and—best of all—never write “just checking in…” from scratch again.