You realize the drill. 

You electronic mail a bunch of leads every single day – even in your sleep at this level. Just a few reply or click on on a call-to-action (CTA). You neglect about the remainder who do not reply as a result of what is the level, proper? However that is not the place the buck ought to cease. 

A mean inbox receives 121 emails per day. So your all-important electronic mail might get buried beneath hundreds of emails in your prospect’s inbox. That is the explanation why follow-up emails are extra essential than ever. You might want to discover a approach into the thoughts and display screen area of your audience. 

Not only one or two, however it is advisable to ship 5 emails to make an affect or get a response. Sending emails to the identical contact practically doubles your responses.

By sending follow-up emails, you get one other probability for prospects to recall your model. Comply with-up emails increase consciousness about what you do and enhance the probability of persuading recipients to work together with what you are promoting.

Say you are an Airbnb host, and also you obtained an electronic mail from Airbnb with the topic line “Airbnb’s Directed Share Program”. The e-mail invitations you to purchase shares earlier than Airbnb’s IPO. You open this electronic mail while you’re at work or if you end up spending time together with your children. Quickly, life occurs. You wished to observe up, however finally forgot about it.

Supply: Airbnb Group

It is December 10, 2020. Airbnb goes public, and also you keep in mind the e-mail. Why? As a result of their share doubled for the reason that IPO, and you possibly can have made twice the funding. However you did not get that follow-up electronic mail from Airbnb, and quite a lot of eligible hosts such as you missed out on an unbelievable supply. 

The takeaway? A follow-up electronic mail would have helped each you and the enterprise.

What’s a follow-up electronic mail, and why is it essential? 

Comply with-up emails are a sequence of emails despatched to a prospect after the primary electronic mail. They enchantment to a primary human trait, one amplified by the data overload round us: forgetfulness. That is why companies must go the additional mile and ship follow-up emails. These emails jog the recipient’s reminiscence and assist them recall any earlier emails that they obtained from you.

Comply with-up emails:

  • Carry related bytes of helpful content material 
  • Give extra details about what you are promoting and the way it will help prospects
  • Allow you to reconnect with prospects 
  • Enable you keep on high of your prospects’ minds, enhance model consciousness, and affect a prospect or buyer’s shopping for resolution 
  • Current you the chance to upsell and cross-sell to present clients

Easy methods to write a follow-up electronic mail price responding to 

As quickly as you click on ship, your electronic mail will possible get quite a lot of engagement inside the first hour (or at the least you hope so!). After 24 hours, the response fee reduces drastically.  Your follow-up emails are rather more than a click-baity topic line. It shoulders the duty of getting opened and doing what the earlier electronic mail could not obtain. The success of your follow-up electronic mail relies upon upon many parts enjoying their half and delivering the wow issue that may delight clients. 

It ought to enchantment to the prospect by being despatched at a time they’re almost certainly to reply, include sources which might be possible to attract their consideration and persuade them to learn, and interact them by visible infographics and focused data. Making use of creativity and a contact of humor may also be rewarding, similar to this follow-up electronic mail despatched by an SDR named Venkat: 

follow-up email responseSupply: LinkedIn

Let’s check out a number of the must-haves that enable you tailor follow-up emails price responding to. 

State your goal 

Earlier than you sit all the way down to craft your follow-up electronic mail, it is advisable to outline an goal. Once you outline the target, you outline the result you need to obtain. That’s – What motion ought to the recipient carry out?

The target of your follow-up electronic mail will be:

  • Attending to know your prospect higher to serve them with higher content material
  • Providing focused sources to have interaction with what you are promoting
  • Encouraging prospects to register for a webinar that caters to their pursuits
  • Prompting them to schedule a time to work together together with your workforce

Take into account that moreover having a transparent goal, it’s best to place it successfully. Your goal ought to align with the primary electronic mail you despatched and set a sample for future emails.

In case your first electronic mail launched what you are promoting to a prospect, your follow-up electronic mail might encourage them to obtain case research, industry-specific insights, or product comparability sources.

Define what data you want 

It’s not possible to speak about the whole lot in a single single electronic mail. Use your follow-up electronic mail to incorporate key parts that you’ll have missed out within the earlier electronic mail. Creating an overview to your follow-up electronic mail retains you from deviating from the e-mail’s goal. 

It additionally clarifies your method to the e-mail by defining:

  • Easy methods to pique the recipient’s curiosity through related content material like a weblog publish, case research, or an eBook
  • The journey of the prospect earlier than and after receiving the follow-up electronic mail
  • The construction the e-mail ought to observe: headings, bullet factors, and different formatting choices

The follow-up emails you ship are like a second lifeline so that you can catch the prospect’s consideration. With a transparent define, cut back the time to tailor the message and keep away from straying away from the core message.

Open extra conversations by requesting to satisfy or chat additional 

Your follow-up electronic mail ought to information your readers to strive your product or make a purchase order. Emails are efficient in capturing your prospect’s consideration. However it is advisable to depend on telephone calls, chats, or video conferences exterior emails to show readers into clients.

By submitting a request to talk additional, you obtain two issues:

  • Understand that your reader is within the proposition you make within the electronic mail
  • Get their consent to spark an interplay exterior their electronic mail inbox

follow-up electronic mail ought to embody legitimate contact data to start an interplay. Be certain that you assign a talented workforce member to help prospects and supply them worthwhile data.

Supply an incentive to be of worth to your reader 

Your follow-up electronic mail works if the data introduced in it’s related to your prospects’ wants. With an incentive, you enhance the probability of getting a response. Including an Amazon voucher might not all the time work. The inducement you supply ought to inspire the reader to finish the aim you may have set. 

what to include in a follow-up email

Shut with a call-to-action (CTA) 

The ending of your follow-up electronic mail is as essential as its starting. Finish your follow-up electronic mail with a transparent call-to-action that greatest represents the motion you need the recipient to carry out. 

Is it to: 

  • Make them join?
  • Give them a reduction? 
  • Arrange a gathering?

To arrange conferences, share specifics like date and time or a calendar hyperlink. For product sign-ups, add a hyperlink that takes them straight to your sign-up web page. You may as well seize a prospect’s electronic mail and first title and pre-populate it on the sign-up kind to make it simpler.

7 follow-up electronic mail tricks to keep in mind  

Once you ship a follow-up electronic mail, the stakes are greater as a result of it wants to remain in step with what your first electronic mail meant to do. To make it extra persuasive, helpful, and stronger, listed here are some suggestions you may apply. 

1. Leverage a powerful topic line 

Your topic line is the elevator pitch of your follow-up electronic mail. In reality, 47% of electronic mail recipients open emails primarily based on the topic line alone. Hold it quick, related, and simple as a result of emails with a topic line of six to 10 phrases take pleasure in a 21% open fee. 

email stats

The best topic line size ought to be seven phrases or 39 characters as your prospects view emails on small units like cell phones, tablets. Optimized topic strains will seem uncut throughout totally different screens.

Are you operating in need of phrases in your topic line? Use the preview textual content, also called pre-header, to include extra substance into your topic strains. Tailor your topic line and preview textual content combo to be useful, intriguing, and add a way of urgency.

2. Don’t make all of it about you

Good emails are conversational, and nice emails are empathetic. Your electronic mail must put what you are promoting second and give attention to the prospect’s ache level. Write follow-up emails that spotlight the reader’s issues and how one can assist. 

Once you make your follow-up electronic mail reader-centric, it attracts them in, connects with them, and drives them to have interaction with you.  

3. Be mobile-friendly

We use our cell units for nearly the whole lot; making calls, searching the online, or for contactless funds. And what’s that obtained to do with emails? Greater than 75% of Gmail customers entry their accounts by their cell units. This implies folks choose checking emails on their telephones whereas they work, commute, or throughout a break.

Your follow-up emails ought to be optimized to view from totally different cell units. Hold the content material of the e-mail concise – consumable in lower than one scroll and keep away from dense paragraphs. Guarantee to spotlight hyperlinks and URLs in order that they seem distinguished. This can assist readers know the place to faucet to be able to full an motion. 

4. Discover the fitting level of contact

Your emails ought to go to the one who has the authority to name within the photographs. One of many causes your first electronic mail remained unopened is since you reached out to the improper individual.  

That does not imply it’s best to let go. Comply with-up emails will help you persuade the prospect to attach you with the fitting contact of their workforce. If that doesn’t work, give them further data they want like e-books, catalogs, or content material decks. Use the follow-up electronic mail to arrange a gathering to learn the way they’ll affect the individual in cost.

5. Add worth to your outreach 

The success of your follow-up electronic mail relies upon upon the worth you supply. Take into consideration what what you are promoting can do to assist the prospect.

Should you can not discover out a direct resolution, discover out methods to enhance their present routine. Most value-driven advantages are find out how to velocity issues up, automate administrative duties, or free limited-time entry to your product.

Should you manufacture kitchen home equipment, beginner house cooks generally is a potential prospect. When you cannot give away your merchandise with each electronic mail, your profit might be an unique digital baking workshop for inexperienced persons. With a digital workshop, you may place your merchandise, reveal intelligent hacks to make scrumptious desserts, and win clients.

6. Personalize past utilizing their first title 

Emails that resonate with the reader are likely to carry out higher. With personalization, you emphasize how a lot you worth the reader. Personalization turns your electronic mail into an unique 1:1 communication channel.

However personalization doesn’t imply utilizing the primary title merge tag. It means understanding your prospect’s persona, regarding what they’re going by and the answer they’re on the lookout for. This helps you craft emails which might be extremely personalised and resonate effectively together with your recipients. 

7. Know when to cease reaching out 

Once you observe up with a contact greater than 5 instances, and there’s no response, it is time to rethink your follow-up technique. However you’ll have just a few telltale indicators when:

  • They opt-out of receiving your emails: Drop in a follow-up electronic mail saying that you simply acknowledge their want. Supply your prospect the proper contact data to succeed in out to sooner or later ought to they alter their thoughts.
  • When they don’t fall beneath your excellent purchaser persona: Typically, the contacts you attain out to aren’t taken with what you are promoting. In such instances, it’s important to filter such contacts out. You may ship a closing electronic mail with how they’ll attain out to you in the event that they rethink. 

Once you repeatedly electronic mail prospects who will not be , they may mark your emails as spam. This may finally harm your credibility. 

6 follow-up electronic mail templates to make use of to get a fast response 

Creating follow-up emails takes time, revisions, and extra. However if you’re operating quick on time, listed here are six tremendous helpful follow-up emails that you possibly can adapt and embody in your follow-up electronic mail sequence.

1. Comply with-up electronic mail after a prospect downloads a lead magnet

If what you are promoting gives downloadable sources in your web site, it’ll entice leads. When customers obtain these supplies, you may thank them for downloading and see if they’re open to subscribing to your publication.

Hey {First_Name},

Thanks for downloading our {Downloadable_Type}, {Downloadable_Name}. We hope you discover it immensely resourceful in {Purpose_of_the_Downloadable}.

Are you fascinated about exploring comparable content material sources? We curate the very best of our content material on our {Frequency} publication and ship it straight to your inbox. ? 

Click on right here to subscribe >

Comfortable studying,


2. Comply with-up electronic mail template for a prospect who attended a demo

On this world of know-how, seeing does not actually imply believing, however expertise does. After a demo, a follow-up electronic mail ensures that you may deliver the prospect nearer to signing up. Throw in limited-time entry and produce prospects nearer to turning into your clients.

Hey {First_Name},

We loved having you for our product demo on {Demo_Date} with {Demo_Presenter}

With the demo, we gave you a glimpse of how we might remodel your life. However we additionally need you to expertise it first-hand. For this reason we have determined to give you full entry to {Product/Service_Name} for per week, completely FREE. 

To get began, click on the hyperlink to enroll and arrange your account.

 Create your account >



3. Comply with-up electronic mail once you referred to as a prospect, nevertheless it went straight to voicemail 

A telephone name together with your prospect occurs after quite a lot of planning. However every now and then, a well-planned assembly sends you straight to voicemail as a substitute. And belief us, voicemail is not a perfect place to be! For this reason sending an electronic mail after your name helps you inform the prospect, and lets them know that you’ve got left them a message behind.

Hey {First_Name},

We have been scheduled to have a name this {Time_of_the_day} at {Time}. However sadly, I assume one thing was up, and also you could not get to the telephone on time. Do not stress an excessive amount of over it; I left you a voicemail and detailed the whole lot you wished to debate! 

Should you want any additional data, I would be joyful to assist. You may join with me on a weekday between 9 a.m. and 6 p.m. at {Phone_Number}. Hope you may have an important week forward! 



4. Comply with-up electronic mail template to seek out out if the individual can affect the management workforce 

Like we talked about earlier, your C-suite executives are busy. Their time is concentrated on operating the present, and such as you, there are lots of of companies vying for his or her consideration. So that you ship out an electronic mail to the subsequent individual in rank – one who can introduce what you are promoting to the management workforce.

However you should not allow them to go into such a gathering ill-prepared. That is why your follow-up electronic mail ought to have sufficient sources that they’ll add to their presentation or demo.

Hey {First_Name},

It was a pleasure to work together with you and introduce how our enterprise might be extremely vital to your workforce. We’re excited that you will be assembly your workforce to debate this additional! 

I’ve included a sharable model of our catalog, options, and pricing plan on this electronic mail. Be at liberty to make use of these sources in your demo once you current our resolution to your management workforce.

  • <Resource_1>
  • <Resource_2>
  • <Resource_3>

We shall be very happy that can assist you with any questions you’ll have. Our workforce of specialists may stroll your workforce by our enterprise operations and make clear their doubts. 

Greatest needs,


5. Comply with-up template to ship sources to a prospect who has been interacting with particular resolution pages

With web site monitoring and analytics, you may uncover your prospect’s habits. Typically, they find yourself interacting with a particular sort of content material time and again.

Your workforce can use follow-up emails to offer your prospect an entire image of how what you are promoting will help them. The follow-up electronic mail additionally presents alternatives to cross-sell by creating a necessity for an answer, one the prospect was unaware of earlier.

Hey {First_Name},

We hope that you simply discovered our sources, {Resource_Theme}, extraordinarily helpful. We have now many content material sources which have been an entire hit in our group amongst folks such as you.

Because you have been exploring $Resource_Theme currently, we thought the next articles would add extra worth to you.

  • <Content_Piece_1>
  • <Content_Piece_2> 
  • <Content_Piece_3> 

Not what you are on the lookout for? Reply to this electronic mail, and we’ll be joyful that can assist you get probably the most out of our {Service/Product_name}.

 Comfortable exploring,


6. Comply with-up template for an unresponsive prospect

Each follow-up sequence wants a befitting finish, an electronic mail that notifies the recipient that that is your final try. This electronic mail is often despatched when the prospect has been unresponsive or has not hit the aim you set for them.

Keep in mind that the prospect might not have responded the way in which you hoped for, however that might change sooner or later. Which is why the ultimate follow-up ought to embody how your prospect can attain out to you if they alter their thoughts.

Hey {First_Name},

You most likely keep in mind the primary time we emailed you. At the moment, we believed that you simply have been excited to know extra about us and the way {Product/Service_Name} will help you. 

{Number_of_Emails} unresponsive emails later, we guess that you simply’re both too busy or want extra time to resolve. And that is okay! We’ll be round once you select to take that leap of religion and start your journey with us.

And when the time comes, we’ll be right here ready for you. Be at liberty to contact us at {Email_Address} or {Phone_Number} once you need to give {Service/Product_Name} a strive. 

Wanting ahead to assembly you once more!



Searching for extra follow-up electronic mail templates? Discover the very best practices concerned and entry free follow-up electronic mail templates. In case your gross sales workforce already sends chilly emails, you should use these free follow-up electronic mail sequence to your chilly electronic mail outreach technique.


There is no such thing as a proper or improper follow-up electronic mail, however the closest electronic mail that may seize the eye of your prospects. You may observe the steps we’ve lined, decide a template, personalize the tone and ship it to your prospects.  

Sending follow-up emails does extra than simply conversions. It indicators your dedication to serving to prospects get the absolute best expertise after they work together with what you are promoting.

In a world of automated emails, personalised follow-up emails reinforce the notion that you take care of your prospects. It assures them that you simply worth them and are able to information them even earlier than they turn into your clients.

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