A follow-up campaign is an email that you send to a specific group of people based on how they interacted with a previous campaign. Instead of sending the same message to everyone again, you target just the people who took, or didn't take a particular action. This document discusses the steps to configure and send a follow-up campaign using Zoho Campaigns.

Steps to set up a follow-up email 

1. From the navigation toolbar on the left side of your screen, click on Campaigns and then select Email from the dropdown. This will open a list of all your email campaigns.

2. In the email list view, find the campaign for which you want to send a follow-up campaign and click on it. 

3. Once you're inside the campaign, click the Send Follow-Up button at the top right corner of your screen.

   

4. A dropdown will appear with four options. Select the one that matches who you want to reach:

(a) Unopened — people who never opened your previous email

(b) Opened — people who opened your email

(c)Clicked — people who clicked a link in your email

(d) Not Yet Clicked — people who opened but didn't click

5. You’ll now land on the campaign configuration page. Here, you can edit all details except the Recipients section and create your campaign. For step-by-step instructions, refer to this help doc on creating an email campaign in Zoho Campaigns.

6. Once your email is ready, you can either send it immediately using the Send Now option or schedule it for a later date and time.

Use cases 

E-commerce: Product launch email

You sent an email announcing a new product to your full list. A week later, you check the stats and see that 35% of your subscribers never opened it.

You can create a follow-up campaign targeting the 'Unopened' group with a slightly different subject line like 'Did you miss this?' or 'One more look at our new launch.'

Education: Online course promotion

You sent an email promoting an online course. Some people opened the email but didn't click the enroll button.

Target the 'Not Yet Clicked' group with a follow-up that highlights the course benefits, includes testimonials, or offers a limited-time discount to encourage them to take action.

B2B: Event registration reminder

You sent invitations to a webinar. Some people clicked the registration link but you're not sure if they completed sign-up.

Send a follow-up to the 'Clicked' group with a simple reminder: 'We noticed you were interested — here's the link again to confirm your spot.'

Non-profit: Donation drive

You sent a fundraising email and some supporters opened it but didn't donate.

Target the 'Opened' group with a heartfelt follow-up sharing the impact of donations so far and encouraging them to contribute before the deadline.