How to Follow Up on an Email: Boost Your Success Rate

What Is a Follow-Up Email?

Email marketing is a critical marketing tool, whether you’re boosting ongoing relationships or trying to connect with new leads.

In marketing, a follow-up email is sent to follow up on an interaction with potential customers to maintain a connection, garner a response, or prompt a call to action.

The aim is to enhance your chances of getting a favorable response from the recipient, keep the conversation going, and elevate opportunities.

Regardless of industry, many businesses and companies use follow-up emails as a mission to increase their engagement and revenue. It’s a great way to encourage interaction, get clients to try new products and services, and engage with new projects.

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The Importance of Sending a Follow-Up Email

Sending a follow-up email is a strategic move and is essential for good business communication. It helps to nurture relationships and increase opportunities, shows your continuing interest in the client, and can even rekindle cold leads.

When a follow-up email is well crafted, it is more likely to receive feedback, which can also give you insights for upcoming email campaigns. Sending follow-ups can mean the difference between making a sale and clinching a deal, or losing a valued connection forever.

By acknowledging and valuing someone's feedback, you show respect for their opinions and create an air of trust and open communication, which can lead to improved collaboration and better results.

Research articles and case study documents show multiple touchpoints are often needed before a sale is confirmed, and follow-up emails are a great way to increase your communication. 

Crafting the Perfect Follow-Up Email

Creating the perfect follow-up email means combining personalization, urgency, and value to encourage prospects and foster business growth.

But how do you craft an email that is guaranteed to resonate with recipients? Let’s take a more in-depth look at the steps to take to write that perfect email!

How to Write a Follow-Up Email

The perfect follow-up requires you to understand the different types of recipients and appropriately tailor your customer relation management (CRM) to them — their needs, experience, preferences, and requirements. If you have any recent interactions with the recipient, refer to these in your email.

If you’re sending cold emails, try looking at the recipient’s LinkedIn activities to help with personal touches, or even Google them to get a sense of their life stage and current situation.

Ensure you add value to your offer to make your email stand out from others — this could be through insight or an exclusive offer.

Follow-Up Email Format

The structure of your follow-up email is crucial!

Greet your recipient in a friendly manner, using their first name for a personal touch, as you introduce yourself in the email. Follow this up with a concise section that clearly states the purpose of your email — use bullet points for readability if appropriate.

Make sure you embed links to useful resources to back up any statements you make.

Follow-Up Email Subject Line

Case studies have shown that a massive 47% of emails are discarded without being read, thanks to poor subject lines. The subject line is the first thing someone sees when they look through their emails, and it can make or break your follow-up!

A great subject line, especially for a follow-up email, should be concise, eye-catching, and informative, suggesting the value of your email and prompting the recipient to open it. Questions are a good way to use the recipient’s curiosity to encourage opening the email — just be sure to answer your Aquestion in the body.

Lastly, make sure the email subject aligns with the contents of the email — you don’t want to be misleading!

Follow-Up Email Body

In the body of the email, keep the tone of the piece friendly and yet professional to increase your credibility.

Recap your previous conversation briefly to refresh the memory of the recipient. If they haven’t had dealings with you directly but have had previous dealings with your organization, a colleague, or someone from your team, refer to that.

Finally, clearly state your core message or proposal, with a focus on the benefit to the recipient.

Restate Your Original Request

Your follow-up should clearly state the purpose of your outreach, and restate the core message contained in your original email.

Remember, your recipient holds the power at this point and you’re hoping to swing that balance back in your favor.

Use professional language when you inquire such as:

• “I’m awaiting a response on [insert topic]”
• “I’m seeking clarification on [insert subject]”
• “I’m checking the status of [insert project name]”
• “I’m eager to hear back about [insert proposal]”
• “I’m hoping to finalize [insert request]”
• “I’m requiring further information on [insert subject]”
• “I wish to confirm details regarding [insert topic]”
• “I’m interested in updates about [insert topic]”
• “I’m eager to resolve matters concerning [insert subject]”
• “I’m aiming to wrap up discussions about [insert topic]”
• “I’m reminding about the previous message on [insert date]”
• “I’m anticipating feedback on [insert topic]”
• “I’m desiring a quick resolution to [insert subject]”
• “I’m ensuring completion of [insert project]”
• “I’m expecting a timely reply about [insert subject]”.

The purpose of your follow-up is to reconnect with your recipient, clarify what you need from them, and reconfirm their interest, so be sure to be clear with your objectives.

Restate What’s Needed and Possible Deadline (Call to Action)

Clearly and explicitly reiterate what is required from the recipient, and if needed, reinforce urgency with a deadline (e.g., ask them to reply by tomorrow or a specific calendar date).

The call to action (CTA) should probe the recipient to take a clear step toward your goal, such as scheduling a meeting, attending an event, participating in an interview, collaborating, or making a purchase.

Without a CTA, the customer may be unclear about what they’re expected to do next. 

How to End a Follow-Up Email

Always stay professional and polite! Conclude by expressing gratitude for their time and consideration, and end with a warm, professional closing statement.

Include your full name and job title in your email signature, as well as your company name and phone number. If applicable, include any relevant attachments.

Note that if you’re planning to send the same email to multiple contacts, make sure to use the BCC function so that you can avoid anyone feeling like they’re being spammed!

Examples of Effective Follow-Up Emails

Sometimes the best way to understand how to construct an effective follow-up email is to see some examples!

Below, we’ve put together some follow-up sales email templates covering a range of different approaches so you can see how they should be constructed. 

Polite Follow-Up Email Sample

In a polite follow-up email, it should be a priority not to sound pushy and to acknowledge you understand the reasons why the client may not have responded to your initial email.

An example could be:

“Dear [insert name],

I trust you are doing well. I am reaching out to revisit the email I sent on [insert specific date] regarding [insert main subject or topic]. I understand that schedules can get quite hectic, and it might have slipped through the cracks.

As a gentle reminder, [briefly restate the core message or request from the previous email, providing necessary details].

I kindly urge you to take a moment to review the earlier message and share your invaluable feedback or the information requested. Your response is highly anticipated as it will [mention how their response is integral to a project, decisions, or processes].

Thanks for your time, and I look forward to hearing from you soon.

Best regards,

[Insert name]

[Insert role]

[Insert contact information]”

Gentle Follow-Up Email Sample

Need to send something a little more casual and gentle?

This is a great example of a more informal style of follow-up email:

“Hello [insert name],

I hope this message finds you well! Following our recent conversation, I shared some details and questions through an email dated [insert specific date].

I am keen to hear your thoughts and would appreciate it greatly if you had an opportunity to go over the email and share your feedback or the information requested.

Feel free to share any initial thoughts, as it would immensely help in [mention the purpose or benefits the response would aid in].

Thank you once again, and I hope to hear from you soon.

Warm regards,

[Insert name]

[Insert position]

[Insert contact information]”

Follow-Up Email Sample After No Response

This is a sample response for when you want to get straight to the point. It should involve reminders of the time frame, and urge the recipient to respond. 

“Dear [insert title] [insert name],

As we steer towards the completion of the [mention project or the context], your insights and inputs are instrumental. I had previously reached out through an email sent on [insert specific date], hoping to gather your views on the [mention the topic or the context briefly].

I had hoped to hear back from you by yesterday, but unfortunately, I have not yet received a response. I understand that you have a busy schedule, and I appreciate the effort and time you’ve invested in [mention the common project, goal, or interest].

I am reaching out again to kindly request your feedback by [mention a gentle deadline]. Your prompt response will aid in [mention the expected benefit or the necessity for their response].

Thank you for your attention to this matter, and I eagerly await your response.

Sincerely,

[Insert name]

[Insert position]

[Insert contact information]”

Common Follow-Up Email Mistakes and How to Avoid Them

Follow-up emails are key when it comes to maintaining relationships, but there are plenty of common mistakes and pitfalls. 

To nurture your professional relationships and protect your professional image, avoid making these mistakes!

Mistakes Made in Polite Follow-Up Emails and What to Do Instead

• Being pushy: You want to make your point, but it’s crucial to do it gently and politely!

• Over-apologizing: On the flip side, being too apologetic and over-courteous can undermine your position and make you seem weak and less confident.

• Vagueness: The recipient likely gets a large volume of emails — make sure you’re clear about what you’re following up on. 

• Following up too quickly: No one likes being nagged — give your client a reasonable amount of time to reply before sending a follow-up. 

• Forgetting a CTA: Your email needs to always end with a clear CTA to steer the client in the right direction. 

The Dos and Don’ts of Following Up

Do:

• Stay professional
• Proofread
• Include a CTA
• Add value to the client
• Include a summary of your previous interactions.

Don’t:

• Nag the client with too many follow-ups
• Get off topic — your follow-up should be short and to the point
• Forget your CTA.

Additional Tips for Crafting an Effective Follow-Up Email

A well-crafted follow-up email that encourages timely replies from users is a balancing act. You need tact, consideration, and professionalism.

Let’s dive into the nitty-gritty of how salespeople and senders can get that balance right!

Be Specific and Genuine

Being specific and genuine in your follow-up email can boost its effectiveness significantly.

Without exaggerating facts or sounding desperate, clearly state the purpose of your follow-up. Use tones that convey genuine interest and concern while remaining professional.

Authenticity breeds confidence and trust, so make an effort to be genuine in every line of your message.

Include the Original Message

Including the original message has the advantage of reminding the recipient of the content of the conversation, and provides a clear point of referral.

Make sure you reread the original email before crafting the follow-up to ensure your follow-up has everything correct.

Have One Clear Ask

A clear, actionable ask is probably the most important part of your follow-up email. It allows the recipient to instantly understand what you want from them and how to achieve it.

A lot of requests or queries can be a little overwhelming and lead the recipient to put the email into their “too-hard basket”.

Additional Tips for Following Up

• Add personal touches: Where possible, tailor the email to the recipient to build rapport.

• Give time to respond: Make sure the recipient has had time to respond to the initial message. Ideally, your initial message should have a time frame to respond in it, to give you a clear framework of when to send your follow-up.

• Check for errors: Thoroughly proofread to check for grammatical errors as well as factual errors — there are several integrations you can add to your email client that will do this for you, such as Grammarly. 

• Offer to follow up in other ways: If the recipient prefers, offer to touch base on another medium, such as over a video or phone call, in-person coffee and a chat, or via a social media platform like Instagram. 

When and How Often to Send a Follow-Up Email

The perfect time to send a follow-up email is difficult to state definitively — it can be affected by a wide variety of factors. 

Here are some tips on how to figure out the ideal timing for your follow-up.

When Should You Send a Follow-Up Email?

Consider the nature of your original request. If you include a time frame in your initial message, following up as soon as the deadline has passed is appropriate. If not, try allowing a week for non-urgent matters before following up. 

Remember to take your recipient’s schedule into account. 

How Long Should You Wait to Follow Up?

When it comes to following up on the initial follow-up, the wait time should be longer — a rule of thumb is to double the wait time after each follow-up. This stops the client from feeling like their inbox is being bombarded, and gives them time to address your request. 

How Many Follow-Ups Should You Send?

This is dependent on the urgency of your request. Up to three follow-ups is a reasonable amount — anything more and you might start to look desperate.

If you’ve sent three and are not getting a response, your time is probably much better spent fostering new connections.

FAQs About How to Follow Up on an Email

What’s the best way to write an effective email follow-up?

For an effective follow-up email, be courteous and professional while clearly stating why you’re following up. Include a personalized greeting, a recap of past interactions, and a strong CTA. Ensure that the value to the recipient is clear in the email, and make sure you proofread before you hit send!

Is it okay to send multiple follow-up emails?

Yes, it’s okay to send multiple follow-up email sequences, but don’t overdo it! Case study evidence shows multiple touch points are important when it comes to making sales, but too many can feel spammy. Limit your follow-ups to a maximum of three and space them out.

How long should I wait before sending a follow-up email?

It’s best practice to allow a week for non-urgent responses. With each subsequent follow-up, allow a longer wait time to avoid being perceived as desperate. However, don’t wait for weeks or months — your recipient will likely have completely forgotten about you by then! 

In Summary: Key Insights About How to Follow-up On an Email

In marketing, follow-up emails help to foster ongoing relationships and create opportunities with clients or potential clients. They can be used to nurture relationships, rekindle leads, and gain insights for future email marketing campaigns.

The perfect follow-up email contains a mixture of personalization, an offer of value, and a sense of urgency. Incorporating personal touches about the recipient goes a long way when it comes to building connections, and shows you understand the recipient’s goals, challenges, and problems. 

The structure of your follow-up email matters — begin with strong subject lines and a friendly introduction. The body of your email should clearly state the core message, including a succinct call to action.

Avoid sounding too pushy and vague when writing your follow-up messages — there are several pitfalls to avoid! Proofread your emails and make sure you’re always including a clear CTA for the best results.

When it comes to the frequency of follow-up emails, consider the urgency and nature of the request before sending your next follow-up. In general, send no more than three follow-up emails and ensure you’re giving your email recipient enough time to respond.

Having to send multiple follow-ups with no response? Of course, something to consider is whether your emails are going to the right recipients! 

That’s where Bookyourdata could help you with 10 free leads. With built-in real-time email verification, you’ll make sure your email reaches your potential client the first time, hopefully reducing the need to send a follow-up!

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