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You, as email marketers or sales specialists, think about your customers all the time, but this is not mutual. To grab their attention and stay ahead of the competition, you need to regularly remind them of you and do it right at the same time. This requires writing an effective follow-up email.
In this article, you will find tips on writing a great follow-up email for any purpose and useful templates to get you started.
Outline:
It’s a simple fact: communication via email offers many advantages in both private and business areas. So, it’s not surprising that, sooner or later, every company deals with email marketing, newsletter templates, and follow-up emails, in particular.
If written well, follow-up messages can significantly contribute to attracting a client’s attention, getting a job, or confirming decisions made with prospects.
A follow-up in the context of email marketing means sending one or more messages to your prospects after the first contact. These are often automated emails that are triggered based on fixed time intervals and a predefined action, event, or behavior related to or done by your client.
In B2B or B2C communication, a follow-up is also an action that follows the previous unanswered messages. Corresponding reminders can be set in your email client or another mailing software and will be automatically sent if your prospects don’t reply after a specific interval.
Sending a follow-up email before the weekend and following up on Monday, expecting some results, is a bit absurd. Even if recipients are interested, they can’t process the message that fast. Put yourself in a prospect’s shoes and imagine if it’s OK to get the follow-up a day or two later.
It doesn’t mean you should wait an entire month to send your business email follow-up. Every market has its rules. Still, it’s important to know the duration of pauses used in your niche. For example, 33.3% of marketers prefer sending emails on a weekly basis, while 26.67% recommend a frequency of multiple times per month.
Try to set up your mailout frequency with at least 4-5 days between the messages. Give readers time to process the first email and determine if it’s worth taking action before sending them another one. This requires time and patience, but be sure there is no business in which following up with an email every day or two will get you the desired reaction.
The time you send your email matters. Because of bad timing, your clients might simply miss your follow-up email and leave it unread. Consider their time zone and avoid messaging them on the weekend — fewer people now dedicate their free time to emails.
According to Statista, around 35% of marketers consider Tuesday the best day to send emails. Wednesday comes second as the most suitable day for follow-up email campaigns.
As for the specific time, I recommend you send your follow-up messages around 10-11 AM recipient time when people are the most productive. But, in general, the average working hours (between 8 AM and 4 PM) also work well for email campaigning. You can also conduct an A/B test to find out what time works for you.
→ Discover the best time to send emails according to science
Don’t start directly with marketing. Your contacts are sure to get piles of similar follow-up emails every day, so they may not instantly recognize you from the crowd and might fail to read your email.
Remind them of the last connection in the first line, right after your greeting. But don’t make it a summary. Try to appeal to the recipient in the first few seconds and make them recollect your last email. To get a reminder, they will open their mailbox and read your last message.
Just write a sentence or two to remind clients about the last conversation you had and then bring some arguments to show why the new email is important for them.
No matter the reason you are writing, try to avoid starting your follow-up email with phrases like “Just checking back.” On the one hand, they show you’re not selling or pushing readers into anything. But the disadvantage is that you’re decreasing the value of both your email and the reason you are reaching out.
There are four primary goals for sending a follow-up email:
Whatever your target, get to the point directly after your short intro. Don’t get lost in nice little talking. Keep in mind that contacts may be pressed for time — so emphasize why you deserve a bit of their attention.
| 👀 Did you know? Snov.io’s Email Finder has found over 500,000,000 leads for over 680,000 users in the last 12 months. Do you want to enhance your prospecting as well? |
To boost your email conversion, write a distinct call-to-action (CTA) at the end of your follow-up email. Common phrases like “Hope to hear from you soon” are considered weak, especially in the business sphere.
Alternatively, experiment with precisely targeted CTAs like “Let us know how you liked the webinar/meeting/video,” “Start your free trial,” or “Yes! I want a free upgrade.” Such CTAs give your prospects something definite to do.
Use action words in your copy that create a sense of urgency. Phrases that express something that your contacts desire will excite them and raise the CTA’s chance of success.
My expertise shows that shorter emails consisting of 50-125 words result in quicker response time and show a higher response rate. I understand that it’s not always possible to fit your follow-up message in this word quantity. That’s why my advice is to keep your emails below 200 words.
Besides, be considerate of your customers and use bulleted lists, numbers, and proper spacing to visually break up your email body. This will make it easier for them to digest your follow-up message and take action.
Although your email is a marketing follow-up, it unquestionably must bring some value. You can’t simply ask for something throughout the whole email. Be sure you’re helping the contact in some way, too, especially in the B2B sphere.
My own expertise shows that valuable lead magnets can work excellently for this goal. You can offer your prospects to download or watch:
Moreover, if you plan to send your follow-up email to a long contact list, I highly recommend segmenting the audience. Know your buyer personas and come up with relevant content that will prove to contacts that you’re focused on them — not just on your business’s demands.
When it comes to making decisions, people want to see or read about others using and enjoying a product or service before committing to it themselves. This is why you should use social proof to its full potential.
For example, prove the authority you’ve earned with numbers, be it the number of clients you have, your sales numbers, the percentage of repeat customers, and so on. Impressive social proof increases your credibility and appeals to people’s sense of wanting to belong.
You can also include:
Using these simple rules, you won’t have to send too many follow-up emails because the emails you write will have much higher chances of getting the conversion you want.
| 💡 Expert tip Try out multichannel outreach Expand your outreach beyond the email. Implement various outreach channels in your follow-up campaigns to drive even more results. For example, consider LinkedIn an additional channel for your campaigns, as it is a powerful platform for networking. Besides, it is super easy with the Snov.io LinkedIn automation tool. |
To help you write personalized follow ups, we’ve prepared a few templates. Feel free to adjust them to your goals.
Even after generating an inbound lead, you have to nurture it. When someone entrusts you with their personal information and email address, whether it’s in return for a cheat sheet PDF, a product demo, or another lead magnet, it’s a symbol of trust. Do not abuse this trust; on the contrary, use it to convert your leads into customers.
| Hi [First Name], I noticed that you checked out some of our content, namely the piece [Title of content]. I hope you found it useful! Most likely, you’re looking for a way to [Pain point], right? If so, I would love to share a set of best practices we’ve developed based on our clients’ experiences that can [Explain how your solution can benefit or help the lead]. [First Name], could you spare me [Amount of time] so that we could discuss it? Sincerely, [Your name], [Your position] at [Company name] |
| Hi [First Name], I noticed you signed up for the free trial. That is why I decided to send you some resources that can help you get started with [Company name]:
Please don’t hesitate to contact me in case you have any questions. I’d be happy to give the necessary assistance. Sincerely, [Your name], [Your position] at [Company name] |
If you had a meeting or a call with a client, it would be great to follow up on your next actions together. As a result, both participants keep in mind what page they’re on, which helps avoid sending a bunch of useless emails later on.
| Hey [First Name], It was a wonderful meeting today. Just a quick summary of what’s happening next:
Please inform me if you need additional info. In all cases, I’ll see you and the whole team at the final meeting on [Date]! Sincerely, [Your name], [Your position] at [Company name] |
remind clients about the things that you need from them.
| Hey [First Name], It was a wonderful meeting today. Here are the materials and notes that I promised to share:
There are still a few things that I will need from you before we start:
Thank you in advance, [Your name], [Your position] at [Company name] |
After you leave a voicemail for your contact, you often ask yourself, “How long should I wait before sending a follow-up email?” It’s better not to overwhelm your prospects. If they see your voicemail, and after a couple of minutes, they get an email, it might look miserable.
Give them some time to respond. Some clients don’t reply to emails or voicemails immediately. Try to give them a call in the morning and email them later on in the afternoon if they don’t reply. Save your lead’s time.
Example of follow-up email template #1
| Hey [First Name], I left you a voicemail earlier today but decided to contact you by email if this is more convenient for you. I’m reaching out because [Explain your purpose]. [Make a pitch with high value to the recipient and include stats]. [First Name], I’d love to discuss your specific needs and give suggestions about how you can [Achieve the desired result]. Please feel free to reply to this email, or, if convenient, give me a call back at [Phone number]. Thanks! Sincerely, [Your name], [Your position] at [Company name] |
| Hey [First Name], I left you a voicemail for you earlier today but decided to drop a line by email. I was calling because [Explain your purpose]. In my voice message, I said I would call you again on [Date and time], but you can always reach me before at [Phone number] or reply to this email. Cheers, [Your name], [Your position] at [Company name] |
If your email gets no answer, try to win your recipients’ awareness back and motivate them to respond with a chaser email.
A chaser email is another kind of follow-up email you send to remind the recipient about the initial message. Your email chaser should be concise and straightforward but not pushy. You should get directly to the point, clarifying the next steps.
| Hey [First Name], I’m not sure what our next action is. Please let me know the direction of our next steps. Thanks for your answer. [Your name], [Your position] at [Company name] |
You might start feeling frustrated if you get no response again. Following up email after no response can be tough, but don’t give up — here’s another chaser email sample that can wake your prospect up.
| Hi [First Name], This is [Your name]. I am sorry we haven’t been able to get in touch. When we talked last time, you were very concerned about [Objective discussed before]. I understand how busy things can get with work and family these days. I just want to say that I don’t mind planning a new call before or after business hours if that would make it more convenient to connect. Let me know what works for you. Sincerely, [Your name], [Your position] at [Company name] |
If this doesn’t help, try sending another email in 1-2 weeks. Alternatively, you may find prospects on social media. Sometimes, people don’t answer via email because your message mistakenly goes to a spam box, so it might be more beneficial to utilize LinkedIn automation tools to generate leads on this platform.
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A sales follow-up email is sent to potential customers after an initial interaction to maintain engagement and move the conversation closer to a purchase decision. This email should convey the value of your product or service by describing how it may cover your recipient’s needs or pain points.
| Hi [First Name], I hope you’re doing well! I wanted to follow up on our recent discussion about [Product/service]. I believe it could help [specific benefit, e.g., “streamline your team’s workflow” or “increase your sales by simplifying your outreach efforts”]. If you’d like, I’d be happy to schedule a quick demo or call to explore how we can support your goals. Let me know if [specific dates/times] work for you, or feel free to suggest a time that’s more convenient. Looking forward to hearing your thoughts! Best regards, [Your name], [Your position] at [Company name] |
If your client’s invoice is past due payment for several days, send them a polite follow-up email that’s a bit stricter but still sounds helpful and professional. Make this inconvenient situation easier with the following tested email template. Keep your tone polite but forceful.
| Hi [First Name], I hope this message finds you well. I am following up on an invoice I sent you by email on [Date]. I didn’t receive the payment from you, so I decided to ensure the email wasn’t lost in your spam box. Please make sure the accounting department received it. I will resend it with pleasure if required. In all cases, I look forward to obtaining the payment during the next week. I am immensely thankful for your help! [Your name], [Your position] at [Company name] |
After attending a conference, networking event, or trade show, your prospects will probably be showered with follow-up emails and also swamped with the follow-up work of their own. That is why it’s better to wait 2 or 3 days before sending your first follow-up email.
| Hi [Name], It was nice talking to you at [Conference/trade show/networking event]. I hope you learned more about the solutions to [Pain points]. I’m sure [Recipient’s objective] is one of your company’s top priorities. That is why I decided to contact you and send you [Resources] that might be helpful to you, so please find them attached below. If you need any additional details, let me know, and I’d be happy to schedule a quick phone call so we can chat more about your needs. I’m available [Date/time options] – which would work better for you? Sincerely, [Your name], [Your position] at [Company name] |
An appointment confirmation email will help remind your clients about the appointment and inform them one more time when and where it’s supposed to take place. Besides, it will show your prospects that they can expect professionalism and great customer service from you.
| Hi [Name], I am writing to confirm our meeting at [Location and time], where I’ll be sharing information about [product/service] that can help you with your [Goals, pain points, or needs]. Please feel free to contact me via email or call if you have any questions. I would be ready to help you. Looking forward to meeting with you. Best regards, [Your name], [Your position] at [Company name] |
Pitching investors can be tricky, and you should expect to follow up multiple times since they are busy people, and there are a lot of other companies vying for their time. After meeting investors, you’ll need to convince them to spend more time researching your business, and your pitch needs to stand out.
| Hi [First Name], My startup [Startup name] is still looking for a VC. I’m attaching our pitch deck [Attach a pitch deck] in case you want to go through the numbers before replying. Would appreciate any feedback you have. How about a call next week? Would Tuesday work for you? Best regards, [Your name], [Your position] at [Company name] |
Knowing how to write an effective business partnership email is one of the most important skills for any marketer. Such emails can help create partnerships with new but influential people and grow your business or brand faster.
| Hi [First Name], A quick follow-up regarding our potential partnership. It would be an honor to have you on board. We’d love to schedule a call with you to discuss all the details, numbers, and concerns. Are you free on Tuesday? Thanks, [Your name], [Your position] at [Company name] |
With the help of email outreach and link-building methods, you can build relationships with other people in your industry, which can then lead to interviews, partnerships, guest blogging, and more opportunities. Here is a sample of a follow-up email for link-building outreach purposes.
| Hi [First Name], We’d love to be featured in [Article/post name with a link to it]. Our [Product/service] might be useful for your audience. We can discuss the conditions of this collaboration via email or phone – whichever works best for you. Let me know what you think. [Your name], [Your position] at [Company name] |
Before you start sending your follow-ups being inspired by the email ideas above, let me share some more tips with you. Discover best practices for sending follow-up emails to ensure the effectiveness of your messages.
First, ensure you’re sending a follow-up email to the correct address to avoid wasting time. Double-check the recipient’s details and confirm you’re reaching out to the right person within the organization.
If you plan to send your follow-up to many recipients at once, make sure that all email addresses on your list are valid. Otherwise, it may lead to bounce and damage your sender’s reputation.
To avoid such negative consequences, you can use email tracking tools. Try Snov.io Email Verifier, which allows you not only to check individual emails but also to verify addresses in bulk.
The proper timing of your follow-up email helps increase engagement and avoid annoyance. But what is the right time to send a follow-up email? A recent study of U.S. users published on Statista claims that the best option is to wait 2-4 days before following up.
Although 28% of marketers note that they send follow-ups one day after the initial email, this is not a common practice that works equally well for all industries and niches. So, I recommend waiting 2-3 days before reaching out to your prospect after your first interaction to give them enough time to process your message without feeling pressured.
Space subsequent follow-ups a few days apart or adjust your timing to the recipient’s engagement. Proper timing ensures your messages remain relevant and increases the likelihood of a response.
The headline is one of the key factors that decide whether your follow-up email will be opened or not. It is your chance to capture the recipient’s attention and provide a reason for reading.
Keep it relevant to the recipient and specific to your purpose. For example, instead of “Just Following Up,” try “Following Up on [Topic or Meeting Date].” You can also add some personalization to your subject line. Around 65% of marketers incorporate personalized headlines because of higher open rates.
Also, although your subject line should grab attention, it has to remain professional. So, avoid using clickbait-like phrases or an overly informal tone of voice.
A personalized follow-up email creates a friendly and respectful impression and helps establish a stronger connection with the recipient. Adding a personal touch to your messages conveys unique treatment, making your prospects feel valued and appreciated rather than just part of a mass outreach effort.
In addition to including your recipient’s name, you can refer to a recent conversation, a challenge they mentioned, updates about their company or industry, and other details.
| Hi [First Name], After reading your recent article on [Topic], I thought our solution could complement your insights. |
Personalized emails demonstrate that you’ve tailored your approach to your recipient’s needs rather than offering a generic solution. This significantly increases your chances of getting a response.
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| 🧐 Did you know? Snov.io provides unlimited possibilities for personalization, letting you send automated emails in bulk while maintaining a personal touch. Leverage variables such as name, company, position, social URLs, etc., which Snov.io automatically generates from your lead’s profile data. Or create custom variables and easily add them to personalize your emails with additional information you have about your prospects. Furthermore, you can make your personalization even more effective with dynamic variables that change the content based on the conditions you set. Or you can improve the deliverability by sending multiple unique variations of your email created with Spintax fully automatically. Using Snov.io personalization features, you can always be sure each email is unique and tailored to the individual recipient. |
Respect your recipient’s time and make your follow-up email easy to read and concise. Try to avoid unnecessary details and limit your message to 2–3 short paragraphs, focusing on your main points.
Also, consider that busy professionals you are following up with may not remember every email thread. So, it would be better to briefly remind your recipients why you’re reaching out and summarize your previous message without repeating it fully.
| In my last email, I shared details about our [Product/service] that I believe could benefit your team. |
To drive more results, make sure your call to action is clear, actionable, and easy to fulfill. Instead of vague requests like “Let me know your thoughts,” be specific: “Could we schedule a quick 15-minute call? I’m available on [Dates/times].”
Include alternatives to make it easier for the recipient to respond, such as a link to your calendar. For example, when using Snov.io for your email marketing, you can leverage various services to schedule the next step: Calendly, Zoom, Google Calendar, and more. These integrations empower your CTA and enhance your conversions.
It goes without saying that a professional follow-up email should be free of mistakes, typos, and other errors. Errors in your email can undermine your professionalism and weaken your message.
So before sending a follow-up email, take the time to carefully check your email for typos, grammar mistakes, and awkward phrasing.
Following up is essential, but knowing when to step back is also important. Sending too many follow-up emails can irritate the recipient and damage your professional reputation.
Generally, it is recommended to stop after 5–6 attempts or, in some cases, no more than seven total follow-ups. If a prospect still hasn’t responded, consider it a signal to move on. It is better to focus on more promising leads.
Besides, knowing when to stop shows that you value the recipient’s time and decision-making process and leaves a positive impression. Conclude your communication with a break-up email, offering a polite final message that leaves the door open for future opportunities.
Keep an eye on your performance using email tracking tools. These tools provide insights into recipient behavior, such as open rates, views, clicks, etc. This data lets you fine-tune your email strategy and improve your follow-up message.
For example, if you see that your email was opened and viewed multiple times, but there is still no response, it’s time to seek improvement. Do you need to provide more details? Or should you write a stronger CTA?
Conversely, if an email remains unopened, you can adjust the subject line or timing to improve engagement. Analyze what can be changed in your email to increase the recipient’s interest.
| 💡 Expert-tip Consider tools for follow-up automation Automating emails streamlines your follow-up process. It helps not only save your time but also keep your prospects engaged with emails based on specific triggers. Snov.io offers you even more. It is a complete cold email tool that lets you effortlessly create, personalize, and track automated email campaigns. Boost your outreach with:
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To make the most of your leads database, it’s vital to have an effective email strategy to nurture them to conversion. As you can see, short and precise emails that spotlight benefits give the best result.
Apply these follow-up email writing guidelines, adapt and use the templates provided now with the powerful cold email software, and be happy with your conversions.
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Thank you for sharing a useful article. I’m sure this would help marketers craft follow-up emails and send them to the subscribers at the right time.