# Follow Up Sequences > Produces post-meeting, post-demo, and post-proposal follow-up email sequences that advance deals through the sales pipeline using sales cadence methodology. Use when the user asks to create follow-up emails after a sales meeting, write post-demo follow-up sequences, build post-proposal nurture emails, or design email sequences that keep deals moving forward. Do NOT use for cold outreach to new prospects (use cold-outreach-sequence), customer onboarding emails (use cs-handoff-document), or marketing email campaigns to subscribers (use email-campaign). - Skill: `ferroxlabs/follow-up-sequences` (Agent Skill) - Install (CLI): `npx skillmds@latest add ferroxlabs/follow-up-sequences` - Raw SKILL.md: https://api.skillmd.com/api/skills/ferroxlabs/follow-up-sequences/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - License: Apache-2.0 - Author: FerroxLabs (https://skillmd.com/u/ferroxlabs) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/ferroxlabs/follow-up-sequences --- # Follow-Up Email Sequences ## When to Use - User asks to create follow-up emails after a sales meeting or call - User wants to write post-demo follow-up sequences to advance a deal - User needs post-proposal emails that nudge the prospect toward a decision - User asks to build email sequences for different stages of the sales pipeline - User wants to design follow-up cadences that keep deals from stalling - Do NOT use when: user needs cold outreach to new prospects (use `cold-outreach-sequence`), post-sale onboarding emails (use `cs-handoff-document`), or marketing email campaigns (use `email-campaign`) ## Process 1. **Collect follow-up context.** Before producing the sequences, gather: - Product or service being sold - Target buyer profile (title, company type) - Which sales stage the follow-up addresses (post-discovery, post-demo, post-proposal) - Average deal cycle length - Key stakeholders involved in the decision - Common reasons deals stall at this stage - Materials available to share (case studies, ROI calculators, testimonials) 2. **Design the post-discovery follow-up.** After a first call: - **Email 1 (same day):** Recap the conversation, confirm next steps - **Email 2 (day 2-3):** Share a relevant resource tied to their stated pain - **Email 3 (day 5-7):** Check in on the agreed next step - Purpose: reinforce the conversation and maintain momentum 3. **Design the post-demo follow-up.** After a product demonstration: - **Email 1 (same day):** Recap what was shown, highlight the moment that resonated most - **Email 2 (day 2-3):** Send a case study from a similar company - **Email 3 (day 5):** Address the primary concern raised during the demo - **Email 4 (day 7-10):** Propose next step (proposal, trial, technical review) - Purpose: address concerns and build confidence in the solution 4. **Design the post-proposal follow-up.** After sending a proposal: - **Email 1 (day 1-2):** Confirm receipt and offer to walk through the proposal - **Email 2 (day 4-5):** Share a proof point relevant to their biggest concern - **Email 3 (day 7):** Ask if there are questions or if additional stakeholders need information - **Email 4 (day 10-14):** Create gentle urgency (proposal validity, implementation timeline) - **Email 5 (day 21):** Direct ask for a decision or honest "not now" - Purpose: guide the prospect toward a decision without pressuring 5. **Write each email.** For every email in every sequence: - Subject line referencing the previous interaction or their specific situation - Opening that connects to something they said or showed interest in - Body focused on one idea (resource, proof point, question, or next step) - Single clear CTA that advances the conversation - Under 100 words per email 6. **Define cadence rules.** For each sequence: - When to stop (reply received, meeting booked, deal closed) - When to escalate (engagement without reply -- opens but no response) - When to pause (out of office, holiday period, prospect asked for time) - When to re-engage (trigger event, new quarter, budget cycle) ## Output Format ``` ## Follow-Up Sequences: [Product/Service] **Target Buyer:** [Title at company type] **Sales Cycle:** [Average length] **Date:** [Date] --- ### Sequence 1: Post-Discovery Follow-Up **Trigger:** After a completed discovery call **Goal:** Secure the next meeting (demo, technical review, proposal) **Emails:** 3 over 7 days --- **Email 1: Same-Day Recap** **Subject:** [Reference to their conversation] **Send:** Within 2 hours of the call Hi [Name], [Recap sentence referencing what they shared about their challenge.] [Confirm the agreed next step with specific date/time.] [Attach or link to any materials promised during the call.] [Signature] **Word count target:** 60-80 words --- **Email 2: Resource Share (Day 2-3)** **Subject:** [Resource tied to their stated pain] Hi [Name], [One sentence connecting to their specific challenge.] [Brief description of the resource and why it is relevant to their situation.] [Low-pressure CTA: "Thought this might be useful as you evaluate options."] [Signature] **Word count target:** 50-70 words --- **Email 3: Next Step Check-In (Day 5-7)** **Subject:** [Reference to the agreed next step] Hi [Name], [One sentence checking on the agreed next step.] [Offer flexibility: "If timing has shifted, happy to adjust."] [Specific CTA: suggest 2-3 times for the next meeting.] [Signature] **Word count target:** 40-60 words --- ### Sequence 2: Post-Demo Follow-Up **Trigger:** After a completed product demo **Goal:** Address concerns and advance to proposal or trial **Emails:** 4 over 10 days --- **Email 1: Same-Day Demo Recap** **Subject:** [Reference to the demo highlight] **Send:** Within 2 hours of the demo [Recap the demo, highlight the feature or moment that resonated most.] [Confirm next steps discussed at end of demo.] **Word count target:** 70-90 words --- **Email 2: Case Study (Day 2-3)** **Subject:** [Similar company's result] [Share a case study from a company similar to the prospect's.] [Connect their stated challenge to the case study outcome.] **Word count target:** 60-80 words --- **Email 3: Concern Addresser (Day 5)** **Subject:** [Address their primary objection or concern] [Reference the concern raised during the demo.] [Provide specific information, data, or example that addresses it.] **Word count target:** 60-80 words --- **Email 4: Next Step Proposal (Day 7-10)** **Subject:** [Advancing the conversation] [Propose the specific next step: proposal, trial, technical review.] [Explain what the next step involves and what they will get from it.] **Word count target:** 50-70 words --- ### Sequence 3: Post-Proposal Follow-Up **Trigger:** After sending a formal proposal **Goal:** Guide the prospect to a decision **Emails:** 5 over 21 days --- **Email 1: Proposal Walk-Through Offer (Day 1-2)** **Subject:** [Proposal reference] [Confirm they received the proposal.] [Offer to walk through it together.] **Word count target:** 40-60 words --- **Email 2: Proof Point (Day 4-5)** **Subject:** [Relevant result from a similar customer] [Share a specific data point or testimonial related to their biggest concern.] **Word count target:** 50-70 words --- **Email 3: Stakeholder Check (Day 7)** **Subject:** [Questions or stakeholder needs] [Ask if other stakeholders need information or a separate conversation.] **Word count target:** 40-60 words --- **Email 4: Gentle Urgency (Day 10-14)** **Subject:** [Timeline or implementation reference] [Reference the proposal validity date or implementation timeline.] [Create gentle urgency without pressure.] **Word count target:** 50-70 words --- **Email 5: Decision Ask (Day 21)** **Subject:** [Direct and respectful] [Direct ask for a decision: yes, no, or not now.] [Respect their time -- make it easy to say any of the three.] **Word count target:** 40-50 words --- ### Cadence Rules | Sequence | Stop When | Escalate When | Pause When | Re-engage When | |----------|-----------|---------------|------------|----------------| | Post-Discovery | Reply or meeting booked | 3+ opens, no reply -- call | Out of office | New trigger event | | Post-Demo | Reply or next step agreed | Proposal opened but no reply -- call | Asked for more time | New feature or case study | | Post-Proposal | Decision made (any) | Proposal viewed 3+ times -- call | Holiday or budget freeze | New quarter or budget cycle | ``` ## Rules 1. NEVER produce follow-up sequences without first collecting the sales stage, buyer profile, and deal context 2. Every email must be under 100 words -- follow-ups that read like proposals are ignored 3. Each email in a sequence must have a different purpose -- do not repeat the same ask 4. The first follow-up after any meeting must be sent within 2 hours, not "later today" 5. Every email must reference something specific from the previous interaction -- no generic "checking in" 6. CTAs must be specific and low-friction: "reply with a time" not "let me know your thoughts" 7. The post-proposal decision ask (final email) must make it easy to say "no" or "not now" -- respect beats persistence 8. Include cadence rules for when to stop, escalate, pause, and re-engage for each sequence 9. Subject lines must reference the prospect's situation or previous conversation, not generic follow-up language 10. NEVER use guilt, artificial scarcity, or pressure tactics in follow-up emails ## Edge Cases - **Multi-threaded deal (multiple stakeholders):** Create follow-up variants for each stakeholder. The technical evaluator gets different content than the economic buyer. Include a sequence for the champion to use internally (email they can forward to their boss with your key points). - **Prospect went dark (no response to any emails):** After the final email in a sequence, move to a long-term nurture cadence (monthly value-add, no ask). Re-engage when a trigger event occurs (new funding, leadership change, competitor news). Do not keep sending follow-ups into silence. - **Very fast sales cycle (under 1 week):** Compress all sequences to 1-2 emails each. Combine post-demo recap with proposal delivery. The post-proposal sequence becomes same-day and next-day only. Speed matters more than sequence completeness. - **Prospect said "not now, follow up in Q2":** Create a single nurture email per month leading up to Q2 with relevant content (no pitch). Re-initiate the post-proposal sequence when Q2 arrives, referencing the previous conversation and what has changed since then. - **Deal involves a formal procurement process:** Follow-up content shifts to procurement support: ROI documentation for the business case, security questionnaire completion, reference customer contacts. The cadence follows the procurement timeline, not the sales timeline. ## Example **Input:** "Create follow-up sequences for our project management SaaS. We sell to marketing managers at mid-size companies. Average deal is $15K/year, 3-4 week cycle. Main concern after demos is team adoption." **Output:** ## Follow-Up Sequences: [Product] Project Management **Target Buyer:** Marketing Manager at mid-size companies (50-500 employees) **Sales Cycle:** 3-4 weeks **Date:** [Current date] --- ### Sequence 2: Post-Demo Follow-Up **Email 1: Same-Day Demo Recap** **Subject:** Your team's workflow in [Product] Hi [Name], Thanks for walking me through how your marketing team manages campaigns today. The moment that stood out was when you saw how [Product] maps to your existing sprint process -- you mentioned that was the first tool that did not force your team to change how they work. As discussed, I will send over a proposal by [date]. In the meantime, here is the recording of your personalized demo. [Signature] **Word count:** 68 words --- **Email 3: Concern Addresser (Day 5)** **Subject:** How [Customer Name]'s team went from 20% to 90% adoption Hi [Name], You mentioned adoption was your biggest concern -- your team has tried tools before and stopped using them within a month. [Customer Name]'s marketing team had the same experience. They failed with two previous tools before [Product]. The difference: we configured [Product] to match their existing workflow instead of asking them to learn a new one. They hit 90% adoption in 3 weeks. Happy to connect you with their marketing director if that would be helpful. [Signature] **Word count:** 82 words