If you’re reading this, you probably have a sales or outreach job that lives and dies by whether people open and respond to your emails. You’ve heard that follow-up sequences work—but building them in yet another tool can be a pain. If you use Koncert, this is a no-nonsense guide to getting email follow-ups running, actually getting replies, and not losing your mind in the process. No fluff—just what works, what doesn’t, and what you can skip.
Why bother with email follow-up sequences?
Before we get into the “how,” here’s the reality: Most prospects don’t respond to your first email. Not because they hate you, but because they’re busy, distracted, or just didn’t see it. A good follow-up sequence gives you multiple shots on goal—without coming off as a spam bot. The trick is sending enough emails to get noticed, but not so many you end up in the junk folder. Koncert makes it possible, but you still need a plan.
Step 1: Get your list right
Before you even touch Koncert, make sure you’ve got a clean list. Garbage in, garbage out.
- Double-check emails: If you’re not sure about your data, clean it up. Tools like NeverBounce or ZeroBounce are worth it.
- Segment your audience: Don’t blast the same sequence to everyone. Even basic segmentation (by role or industry) is better than nothing.
- Don’t buy random lists: Seriously, don’t. They’re usually bad and will tank your deliverability.
Pro tip: If you’re importing a list, make sure you’ve got first names, company names, and any other fields you want to personalize. Personalization isn’t magic, but “Hi {{FirstName}}” beats “Hi there.”
Step 2: Log in and get familiar with Koncert Sequences
Once your list is ready, log in and head to the “Sequences” section in Koncert.
What you’ll see:
- Existing sequences (if you have any)
- Options to create a new sequence from scratch or a template
- Basic stats on performance (opens, clicks, replies)
Ignore: The urge to use every feature right away. Stick to the basics on your first run: just get a sequence out the door.
Step 3: Create a new email sequence
Now, let’s actually build this thing.
- Click “Create Sequence.” Obvious, but easy to miss in cluttered UIs.
- Name your sequence. Use something clear like “Q2 Outbound - SaaS CEOs.”
- Choose sequence type. For now, pick “Email only.” You can add calls or LinkedIn later if you want, but start simple.
Step 4: Add your steps (the emails)
This is where most people overcomplicate things. Here’s a straightforward approach:
How many steps?
- 3 to 5 emails is a good starting point. More than that and you risk being annoying.
- Space them out: 2-4 days between each works for most industries.
What should each step say?
- Step 1: Short intro, clear reason for reaching out, one call to action (CTA).
- Step 2: “Bumping this up”—reference the first email, maybe offer a new angle.
- Step 3: Add value—share something genuinely useful (a resource, insight, or quick tip).
- Step 4: Last nudge—keep it brief, acknowledge the silence, and say you’ll leave them alone.
Pro tip: Don’t copy and paste templates you found online. Write like a real person. If it sounds like a robot, people will ignore it.
Building the emails inside Koncert
- Use the built-in editor. Paste your copy, then use merge fields like {{FirstName}} or {{Company}}—but don’t overdo it. Too much personalization can feel creepy.
- Add your subject line. Keep it under 8 words if you can. Subject lines that look like actual emails (not “Special Offer!!!”) perform better.
- Save each step as you go.
Step 5: Set your schedule and rules
Here’s where most tools—including Koncert—let you get into the weeds. Don’t.
- Send times: Unless you have data, send during work hours in your audience’s timezone.
- Wait times: 2-4 days between steps is fine. Longer sequences can feel like spam.
- Stop on reply: Make sure your sequence automatically stops if someone replies. Nobody likes getting “Just checking in!” after they’ve already responded.
Ignore: Overly complex scheduling rules. Fancy AI send times sound cool but rarely move the needle unless you’re sending thousands of emails a week.
Step 6: Import your contacts
You’ve got your sequence—now add people.
- Import your list: You can upload a CSV or sync from your CRM. The UI for mapping fields can be fiddly—double-check that your “First Name” column is mapped to the right place.
- Assign to sequence: Pick the sequence you just created.
Pro tip: Add yourself or a coworker as a test contact first. You’ll catch embarrassing typos and see exactly what your prospects get.
Step 7: Review, test, and launch
Don’t just hit send and hope for the best.
- Preview each email: Use the preview tool in Koncert to make sure merge fields work.
- Send a test: Always send a test email to yourself. Check for weird formatting, broken links, and awkward phrasing.
- Check sender info: Make sure it’s coming from the right email address. Nobody trusts a random Gmail.
Once you’re happy, hit launch.
Step 8: Monitor, tweak, and don’t obsess
Here’s the honest truth: Most sequences do okay, and that’s fine. Don’t expect 30% reply rates your first time out.
- Track replies, not just opens: Opens are nice, but replies and meetings booked are what matter.
- Tweak subject lines and first lines: If nobody’s opening, your subject stinks. If nobody’s replying, your message isn’t landing.
- Don’t change everything at once: Tweak one thing at a time so you know what actually works.
Ignore: Vanity metrics like click rates unless your CTA is actually a link.
What works, what doesn’t, and what to ignore
- Works: Short, personal emails. Clear CTAs. Sequences that end after 4-5 steps.
- Doesn’t: Templates copied from the internet, over-engineered schedules, or “breakup” emails that guilt-trip.
- Ignore: Most A/B testing features until you’ve sent a few hundred emails. Early on, focus on not making embarrassing mistakes.
Keep it simple—and keep going
Building good follow-up sequences in Koncert isn’t rocket science, but it does take some trial and error. Don’t overthink it. Start with a short sequence, write like a real person, and watch what works. Iterate as you go. Most people give up too soon or get bogged down in the features. You don’t need a perfect sequence—you just need to get started and keep improving. Good luck.