Sequence of Follow-Up Emails That Get

If the thought of writing a follow-up email makes you feel uncomfortable, you’re not alone. It’s common to assume that if someone hasn’t replied to your previous email, they’re not interested and may even be annoyed by further contact. However, our instincts often mislead us in this scenario. Few prospects say “yes” to the first ask, or even the second, third, or fourth.

Jump-start your follow-up email strategy with our proven email templates and techniques below.

How to Write a Follow-Up Email

Now that you understand the importance of following up and have an idea of the timing between emails, let’s dive into how to craft the follow-up emails themselves. A well-structured follow-up email consists of several key components, each designed to jog the recipient’s memory, add value, and make it easy for them to respond.

1. Add Context

Begin your follow-up email by referencing your previous interaction. This could be an earlier email, a meeting, or any other point of contact. Even if the recipient doesn’t immediately remember, mentioning it will make your follow-up seem more relevant.

Example Openers:

  • “I just wanted to follow up on the email I sent last [day of the week] about [subject].”
  • “Hope this doesn’t sound weird, but I saw that you read my previous email.”

2. Add Value

Never send a follow-up without providing additional value. Avoid generic follow-ups like “just checking in” that add nothing but another email in the inbox. Instead, offer something beneficial to the recipient, such as a useful article, a relevant case study, or an invitation to a webinar.

Example Value Additions:

  • “I thought you might find this case study on [relevant topic] interesting.”
  • “We’ve recently launched a new feature that could help you [specific benefit].”

3. Explain Why You’re Emailing

Clearly state the purpose of your follow-up. Remind the recipient of what you’re offering and how it can benefit them. Keep the focus on the recipient rather than yourself.

Example Reasons:

  • “[Product name] could really help you [benefit]. I’d love to discuss if this is a good fit for you.”
  • “I wanted to see if you had any questions about (product/service) that I can help with.”

4. Include a Call to Action (CTA)

Make it easy for the recipient to take the next step. Whether it’s scheduling a meeting, requesting more information, or confirming their interest, your CTA should be straightforward and simple.

Example CTAs:

  • “Does 2:15 p.m. on Thursday work for a quick call?”
  • “Just reply ‘yes’ if you’d like more information, and I’ll send over the details.”

5. Close Your Email

End with a friendly, professional closing that invites a response and leaves a positive impression.

Example Closings:

  • “Looking forward to your thoughts! [Your name]”
  • “Let me know if you have any questions. [Your name]”

Ideal Number of Follow-Ups and Timing

Statistics show a significant drop in response rates after the first email, but persistence pays off. Studies have demonstrated that follow-ups sent at strategic intervals can greatly increase your chances of a response.

Follow-Up Timing:

  • First Follow-Up: 2-3 days after the initial email.
  • Second Follow-Up: 4-5 days after the first follow-up.
  • Third Follow-Up: 1 week after the second follow-up.
  • Subsequent Follow-Ups: Gradually increase the interval to 10-14 days between emails.

Diversify Your Channels

While email is a powerful tool, don’t limit yourself to just one channel. Integrating other forms of communication, such as social media, phone calls, or even video messages, can enhance your follow-up strategy and keep your outreach fresh and engaging.

Example Multichannel Approach:

  • Connect on LinkedIn and send a brief, personalized message referencing your email.
  • Leave a short, polite voicemail expressing your interest in discussing further.

Follow-Up Email Templates

Here are a few templates to help you get started:

  1. After No Response to Initial Email:

Subject: Quick Follow-Up on [Previous Email Subject]

Hi [Name],

I hope this message finds you well. I wanted to follow up on the email I sent last [day] about [subject]. 

In case it got lost in your inbox, here’s a quick summary: [Briefly summarize the main points]. 

Would love to hear your thoughts on this.

Best regards,

[Your Name]

  1. Adding Value:

Subject: Thought You Might Find This Useful

Hi [Name],

I wanted to share a [resource/article/case study] that I think you’ll find valuable: [Link or attachment]. It covers [brief description of content and how it relates to them].

Looking forward to your feedback!

Best,

[Your Name]

  1. Requesting a Meeting:

Subject: Quick Chat About [Subject]?

Hi [Name],

I believe [Product/Service] could significantly benefit [Company] by [specific benefit]. Do you have 15 minutes this week for a quick call to discuss further? How does [specific date and time] sound?

Best regards,

[Your Name]

  1. Last Attempt Before Pausing:

Subject: Last Follow-Up

Hi [Name],

I’ve reached out a few times regarding [subject], and I haven’t heard back. If this isn’t a priority right now, no worries—just let me know if there’s a better time to connect.

If you’d prefer I stop reaching out, please reply “unsubscribe,” and I’ll remove you from my list.

Thank you for your time!

Best,

[Your Name]

 

Follow-up emails are crucial in nurturing potential leads and ensuring that your efforts don’t go unnoticed. By adding context, providing value, clearly stating your purpose, including a strong call to action, and maintaining a professional tone, you can significantly improve your chances of receiving a response. Remember to diversify your communication channels and be persistent yet respectful in your follow-up strategy.

FAQs

How many follow-up emails should I send?

It’s generally recommended to send at least five follow-ups, but you can go up to 10-12 depending on the context and relationship with the recipient.

How long should I wait to send a follow-up email?

A good rule of thumb is to wait 2-3 days before the first follow-up, then gradually increase the interval for subsequent emails.

How do you send a follow-up email to a busy person?

Keep it concise, add value, and include a clear call to action. Make it as easy as possible for them to respond.