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Automation & AI1 min readUpdated 2026-03-27

Email sequences and automated follow-up

Build automated email sequences to nurture leads, follow up on proposals, and remind clients about overdue invoices without manual effort.

What email sequences do

An email sequence is a series of pre-written emails that send automatically based on triggers and timing. Instead of manually following up with every lead or overdue invoice, you set the sequence once and Ratio handles the rest.

  • Lead nurture: send a welcome email, then a follow-up 3 days later, then a check-in at 7 days.
  • Proposal follow-up: remind the client 2 days after sending, then again at 5 days.
  • Invoice reminders: send a gentle nudge at due date, a firmer reminder at 7 days overdue, then escalate at 14 days.
  • Onboarding: welcome new clients with a sequence that introduces your process.

Building a sequence

  1. 1Go to Email Sequences and click "New sequence."
  2. 2Choose a trigger (lead created, invoice sent, proposal sent, etc.).
  3. 3Add steps with timing delays and email content.
  4. 4Activate the sequence. Ratio sends each step automatically unless the trigger condition is resolved (e.g., invoice gets paid).