Followup Campaigns Guide

A Reply Followup Campaign is a specialized campaign type designed to engage leads who have already replied to your initial outreach.

Unlike standard cold email sequences, followup campaigns send emails in the same thread as the original message, making them ideal for nurturing interest, sharing additional resources, or guiding leads based on their responses.

How Followup Campaigns Work

Followup campaigns operate similarly to regular campaigns but focus exclusively on leads who have engaged by replying. They allow you to automate personalized email sequences after the initial reply, helping you maintain context and continuity.

Key Features:

1. Threaded messaging: Followup emails continue the existing conversation thread, increasing relevance and response rates.
   

2. No sender limits: Because these are not cold emails, daily sending caps per sender email are not enforced for followup campaigns.
   

3. Multiple campaigns: You can create as many followup campaigns as needed, though it’s recommended to start with one general sequence per workspace and expand as necessary for specific lead types or use cases.

Setting Up and Using Followup Campaigns

Followup campaigns are built and managed just like standard campaigns within the EmailBison platform.

Pushing Leads into a Followup Campaign

Leads who reply and are marked as “interested” or qualified can be moved into a followup campaign programmatically via the EmailBison API.

API Endpoint:

POST /api/replies/{reply_id}/followup-campaign/push

1. You only need to provide the reply_id of the responding lead.

2. EmailBison automatically handles the rest, including Lead ID, Workspace ID, Sender email ID, and threading logic.

Automation and Threading Behaviour

1. If you send additional manual or automated messages to a lead after adding them to a followup campaign and the lead hasn’t responded again, EmailBison will thread the next followup email from your most recent message.
   

2. If the lead replies again before the followup campaign starts, the system automatically stops the followup campaign for that lead to prevent redundant or out-of-context messaging.

Best Practices

1. Start simple: Create one templated followup campaign per workspace based on your most common lead outcome (e.g., interested but not booked).
   

2. Segment thoughtfully: Build additional followup campaigns for specific scenarios like objection handling, pricing discussions, or late-stage nudges.
   

3. Trust the system: EmailBison’s threading logic ensures followups remain contextual without manual tracking.
   

4. Monitor performance: Track engagement metrics separately for followup campaigns to optimize messaging tone, timing, and frequency.