Glossary
Behavioral follow-up
A behavioral follow-up is a next message chosen by what the recipient did with the last one: not opened, opened without replying, or replied.
A sequence that sends message two on day three no matter what is a broadcast. A behavioral sequence branches. Someone who never opened gets one nudge on day 3 and another on day 8. Someone who opened and did not reply gets a different, shorter message. Someone who replied leaves the sequence at once.
That last rule matters most. The worst thing a system can do is send a scripted nudge to a person who already answered. Reply detection runs before any scheduled send, and a reply of any kind stops the sequence.
Every branch is measured on its own, per segment, so the sequence can be changed where it is not working rather than everywhere.
Questions
How many follow-ups?
Two for the never-opened branch, one for the opened branch, and none once there is a reply. More than that trades reputation for diminishing replies.
This term belongs to the outbound engineering glossary. The practice is defined on the category page.
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