Follow-up refers to any subsequent touchpoint in an outreach campaign.
The follow-ups are typically used if there’s no response from the prospect — to remind them to answer in case they forgot or as another attempt to catch their attention.
This makes follow-ups essential to get the most from your campaigns.
Depending on the type of your campaign, you can add follow-ups across different channels, e.g., email, calls, social media, SMS, messengers, or even add custom tasks as an additional touchpoint in your sales engagement sequence.
As a sequence may span over weeks, it’s recommended to set your follow-ups on autopilot using email automation software.