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Write Observe-Up Emails: Full Information and Samples

Have you ever ever had your gross sales emails ignored?

This may be extraordinarily irritating—it’s the enterprise model of being left on learn. But, many people get uncomfortable on the considered writing a follow-up electronic mail. As a result of in the event that they haven’t replied, that should imply they’re not , proper?

Whereas this may be true in some instances, the principle purpose why many recipients don’t reply is that emails get misplaced of their flooded inboxes. Sending a follow-up electronic mail may simply be the factor they should take you up in your provide. 

This text will educate you all the pieces you have to learn about follow-up emails, together with what they’re, why they’re essential, and the best way to create them. We’ll additionally offer you some wonderful follow-up electronic mail samples you should utilize in your gross sales efforts. 

Desk of Contents

What are follow-up emails?

A follow-up electronic mail is an electronic mail you ship to somebody you’ve already contacted. This could possibly be for numerous causes, together with alerting a recipient of the preliminary electronic mail, requesting a reply or particular motion from them, or reminding them of an essential date. 

The aim of follow-up emails isn’t to provoke a dialog however slightly to behave as a immediate or reminder. As such, it’s greatest to maintain follow-up emails brief and to the purpose by together with solely probably the most important data. 

Not solely does this come throughout as extra skilled, however it additionally makes it simple for the recipient to learn and reply to your electronic mail shortly with out taking an excessive amount of outing of their busy schedule—which is one thing that every one of us admire. 

Why are follow-up emails essential?

In 2020, it was estimated that roughly 306.4 billion emails had been despatched and obtained day by day. When you do the mathematics, that’s roughly 38 emails each day for every individual on earth (and that’s for those who had been counting infants, too). Wow, that’s lots of emails!

Graph showing the number of emails sent and received per day worldwide from 2017 to 2025
Emails despatched and obtained per day worldwide from 2017 to 2025

Sadly, an enormous portion of those emails aren’t opened. And, even worse, generally the emails don’t even attain the recipient’s inbox. 

In 2021, the supply standing of selling emails despatched within the clothes sector stood at 87.83%—which means that 12.17% of individuals didn’t even obtain the e-mail. Since that is the business with the best supply fee, it signifies that even a better share of emails in different industries by no means discover their solution to clients’ inboxes. 

Due to this fact, the rationale lots of your recipients aren’t studying your emails comes all the way down to 2 issues. Your recipients are both:

  1. Not studying your emails as a result of they get misplaced within the mass of emails of their inboxes
  2. Not receiving your emails within the first place

Thus, by incorporating follow-up emails into your technique, you’ll enhance your probabilities of the recipient receiving and studying your emails—and in the end achieve extra gross sales.  

write a follow-up electronic mail

Listed here are the 6 steps you may comply with to put in writing the right follow-up electronic mail. 

1. Decide your aim

The very first thing you have to do is decide what you wish to obtain along with your follow-up message. 

Listed here are a number of goals to think about: 

  • Request a gathering: Do you wish to meet along with your recipient to pitch a product thought, obtain suggestions, or just decide their mind? 
  • Get data: Did you overlook to ask your recipient a query throughout your earlier assembly or electronic mail and want readability on the matter? Or, maybe you wish to decide whether or not you made a sale. 
  • Thank your recipient: Do you merely wish to present your gratitude? Saying thanks to your recipient could not at all times require instant motion, however it does go away them with a constructive impression of your model—which might end in model belief and loyalty. 
  • Meet up with your recipient: Have you ever not spoken to a connection shortly? Or, maybe you heard massive information about their firm that created a necessity to your merchandise/companies. They may be in the fitting state of affairs to lastly take you up in your provide. 

By being clear in your aim, you’ll not solely be capable of write a greater and extra related electronic mail, however you’ll additionally know what name to motion (CTA) you have to use to get your recipient(s) to take motion. 

2. Begin the e-mail with context

74% of consumers develop into pissed off when their electronic mail communication expertise isn’t personalised. 

Illustration indicating personalized emails for different customers
Personalize your emails for various clients

That is true for automated follow-up emails, reminiscent of gross sales and advertising emails despatched to a complete phase of your viewers, and once-off emails despatched to a single individual to attach with them. 

That’s why it’s very important to incorporate a private connection in your electronic mail. There are a lot of methods to attain this, together with including identifiers (such because the recipient’s title), speaking about frequent pursuits, or mentioning a selected motion the recipient took. 

Listed here are some nice electronic mail openers or introductory traces that present context: 

  • Final time we spoke about [topic]
  • We met on the [event name] final week
  • Our pal, [friend’s name], prompt that I attain out to you
  • I’m following up regarding the electronic mail I despatched to you a number of weeks in the past about [topic]
  • Thanks to your assist with the [topic]

3. Clarify why you’re emailing

After you’ve successfully supplied context in your electronic mail’s introductory line, it’s time to clarify why you’re emailing. By stating your objective early on, your electronic mail will seem extra reliable as a substitute of spammy and obscure. 

For instance, as a substitute of claiming, “I’d like to fulfill with you to clarify what I can do for what you are promoting,” it’s best to say, “I’d like to fulfill with you to clarify how my companies may help [their business name] convert extra web site guests by way of an efficient lead magnet technique.” 

Being particular will assist your clients really feel like you realize what you’re speaking about and also you’re not simply losing their time. Because of this, they’ll be much more more likely to reply or take you up in your provide. 

Remember that it’s essential so that you can give attention to them and how one can assist their life or enterprise enhance. 

Get began with automation quick utilizing our FREE pre-built electronic mail automation template starter pack!

4. Craft a sexy topic line

47% of electronic mail recipients open emails based mostly on topic traces. Which means topic traces are 1 of crucial—if not crucial—components of your total electronic mail. 

There are totally different practices for writing a compelling topic line, however 1 of the perfect methods is to put in writing your topic line after you’ve written all the pieces else. 

It’s because the opening line, content material, and CTA of your electronic mail play a vital position in writing a topic line that isn’t solely eye-catching but in addition encompasses all the pieces inside your electronic mail in a single line. 

Listed here are some ideas for crafting a great follow-up electronic mail topic line: 

  • Maintain your topic line brief and to the purpose: E-mail topic traces with 6-10 phrases are likely to have the best open fee. 
Table showing email open rates based on the number of words in a subject line
E-mail open charges based mostly on phrases in a topic line
  • Use concrete numbers, instances, and locations: When you met the recipient at a selected place, embody it. When you have particular knowledge or numbers within the content material, point out them. 
  • Attempt to embody the recipient’s title: Emails with the recipient’s title within the topic line are likely to have a better open fee. 
Table showing email open rates for subject lines that contain recipient names vs those that don’t
E-mail open charges based mostly on personalised topic traces

Use our free electronic mail topic line generator to create efficient topic traces for all of your follow-up emails. 

5. Embrace a call-to-action (CTA)

You might want to make it as simple as attainable to your recipient to answer your electronic mail. That is the place a CTA is available in. 

The kind of CTA you utilize will rely on the aim of your electronic mail. Would you like your recipient to: 

  • Ebook a gathering with you?
  • Purchase your product?
  • Offer you extra data or suggestions?

Based mostly in your aim and electronic mail content material, you may craft a CTA that is sensible within the context and offers the recipient clear directions on what they should do subsequent. For instance: 

  • When you’re requesting a gathering, a fantastic CTA to incorporate is a gathering schedule button the place they will immediately schedule a gathering based mostly on the time that fits their and your schedules.
  • When you’re asking your recipient to learn 1 of your posts and offer you suggestions, embody the hyperlink to that put up in your electronic mail. 
  • When you’re asking a result in check out your free trial, embody a “strive free trial” button that routinely redirects them to your website’s free trial touchdown web page. 

6. Ship your emails

After writing your total follow-up electronic mail, together with your topic line, opening line, content material, and CTA, you have to decide the perfect time to ship it. 

Based mostly on the circumstance, you’ll have to ship it throughout a selected time to make sure that it’s nonetheless related to the recipient—whereas additionally making certain that you simply’re not sending the e-mail too quickly or often that it finally ends up annoying them. 

Listed here are some primary tips on the perfect instances to ship follow-up emails based mostly on the kind of electronic mail: 

  • Thanks emails might be despatched inside 24 hours. 
  • Reminder emails (after sending essential documentation reminiscent of job functions) might be despatched inside 48 hours. 
  • Observe-up emails on assembly requests might be despatched inside 1-2 weeks of the unique electronic mail, relying on the urgency of the request. 
  • Catch-up emails (to meet up with a previous connection or when one thing has modified of their enterprise) might be despatched each 3 months. 

Be aware: if automating the emails, at all times give a transparent solution to opt-out

ActiveCampaign routinely permits your subscribers to opt-out—so that you don’t have to fret about moving into hassle. 

Observe-up electronic mail samples

Listed here are some samples for various kinds of follow-up emails. 

Gross sales follow-ups 

Situation 1: Following up after not getting a response

Topic line: Checking in re: [short phrase that covers what your last email was about]

Hello [First name]

I hope you’re doing wonderful. I didn’t hear again from you about [the email you sent] and thought I’d check-in. 

Have you ever been too busy to get again?

Have you ever discovered one other [service/product provider]?

Is it simply not the fitting time? 

Let me know for those who’d like me to circle again with you sooner or later when it’s a greater time or for those who’ve discovered one other [service/product provider] and now not require my companies. 

Many thanks, 

[Your name]

Situation 2: Somebody requested you to follow-up later

Topic line: Able to proceed the dialog [First name]?

Hello [First name]

Final time we spoke, you requested that I get in contact with you in [amount of time] relating to [topic]. So I needed to achieve out and see for those who’ve had an opportunity to have a look at [your proposal] and what we beforehand mentioned. 

I’d be very happy to do a fast recap over the telephone, so you may ask me any questions you might have. 

Let me know what your calendar appears like this week so we are able to schedule a name. 

Wanting ahead to listening to from you, 

[Your name]

Networking follow-ups

Situation 1: Following up after your preliminary assembly at a networking occasion

Topic line: Nice assembly you at [event name]

Hello [First name]

It was nice assembly you at [where you met them]. I beloved listening to about what you are promoting and all that it’s achieved. Relating to the [something they mentioned they’re struggling with], I’m assured that I may help you [problem you can solve] so you may [what they want to achieve]

Are you obtainable to speak subsequent week?

Let me know what time works for you. 

Wanting ahead to listening to from you, 

[Your name]

You may simply import contacts into ActiveCampaign’s automation to comply with up with folks you’ve met face-to-face at networking occasions who confirmed curiosity in working with you. 

Situation 2: Following up after a name or assembly to maneuver on to the subsequent step

Topic line: Subsequent steps for [project name]

Hello [First name]

It was nice chatting with you the opposite day and studying extra about [their company name] and expectations. I’d love to begin engaged on [project name], so you may get [results they want]

As mentioned, I’ve connected a kind so that you can fill out. The subsequent step is to [short sentence of the next step in the process]

Please fill out the shape at your earliest comfort so we are able to transfer to the subsequent step. 

Wanting ahead to working with you, 

[Your name]

Recruitment follow-ups

Situation 1: Firm following up with candidates post-interview

Topic line: Thanks for coming in to your interview yesterday [First name]

Hello [First name]

I simply needed to drop you a line to thanks for coming in to your interview yesterday. The staff and I actually loved assembly you and hope you loved the method too. 

We’ll be taking the subsequent few [days/weeks] to find out who the perfect candidate for the [job title] can be and could have a solution for you by [date]

Within the meantime, please don’t hesitate to ask any questions you may have in regards to the position or course of by electronic mail or telephone. 

In any other case, we’ll be in contact quickly. 

Many thanks, 

[Your name]

Situation 2: Freelancer or impartial contractor following up with an organization on a proposal

Topic line: Following up on my proposal

Hello [First name]

I’m checking in to see for those who’ve had an opportunity to have a look at my proposal. I believe it could make sense for us to work collectively so we are able to get [mention their desired result in a short sentence] for what you are promoting.

I’ve connected a hyperlink to my web site and samples of [type of work that you do that’s relevant to their business] that I’ve achieved previously, in case you needed to see examples of my work. 

Wanting ahead to listening to from you [First name]!

Variety regards, 

[Your name]

Reply to troublesome emails with confidence utilizing our FREE electronic mail reply templates!

Skilled ideas for follow-up emails

Listed here are a number of ideas you may implement to get probably the most out of your follow-up emails. 

Check totally different emails

When you’re sending out follow-up emails on a giant scale, you may strive implementing A/B testing to make your emails as efficient as attainable. That is whenever you cut up your site visitors into 2 totally different variations of an electronic mail and examine which performs higher.

Image showing a/b testing
A/B testing

A/B checks will allow you to decide which topic traces, content material, CTAs, or every other electronic mail parts carry out the perfect. Because of this, your electronic mail click on and conversion charges will develop exponentially. 

Use movies in your emails

Using video in electronic mail advertising has develop into more and more essential, which is why 86% of companies use video as a advertising instrument. By together with video in your emails, shoppers are much more more likely to retain the knowledge in your electronic mail. 

Remove sure phrases

Don’t use phrases reminiscent of “I apologize for bothering you,” “If it’s not an excessive amount of hassle.” or “When you’d be so sort as to” in your emails. This instantly provides the e-mail recipient the impression that you simply aren’t assured—which of their minds signifies an absence of expertise or weak providing. 

As a substitute, be assured in your electronic mail and present the recipient that you simply’re the best answer to their downside. 


What number of follow-up emails must you ship? 

For chilly electronic mail campaigns, it’s best to goal to ship not more than 3 follow-up emails to keep away from annoying your potential clients. When you really feel like 3 isn’t sufficient, you may at all times use different platforms reminiscent of LinkedIn or Twitter to speak along with your prospects on a private stage. 

However, you may ship extra emails for heat follow-ups. Nonetheless, bear in mind to present sufficient time between your earlier electronic mail and the subsequent electronic mail to keep away from annoying your recipient. 

Can I automate my follow-ups? 

Sure, you may automate your follow-up emails. That is particularly helpful for those who’re sending emails to a bigger group of individuals. Discover ways to create an automatic follow-up electronic mail sequence in 7 steps.

Create your follow-up emails

By following the steps outlined above and utilizing the samples supplied, you may create efficient follow-up emails that recipients will reply to. 
Want ready-made follow-up electronic mail templates? Get our free follow-up electronic mail templates that’ll allow you to entice, have interaction, and convert prospects.

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“text”: “A follow-up email is an email that you send to someone that you’ve already contacted previously. This could be for various reasons, including alerting a recipient of the initial email, requesting a reply or specific action from them, or reminding them of an important date.

The purpose of follow-up emails isn’t to initiate a conversation but rather to act as a prompt or reminder. As such, it’s best to keep follow-up emails short and to the point by including only the most important information.

Not only does this come across as more professional, but it also makes it easy for the recipient to read and respond to your email quickly without taking too much time out of their busy schedule—which is something we all appreciate.”
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Therefore, the reasons many of your recipients aren’t reading your emails come down to 2 things. Your recipients are either:

Not reading your emails because they get lost in the mass of emails in their inboxes
Not receiving your emails in the first place

Thus, by incorporating follow-up emails into your strategy, you’ll increase your chances of the recipient receiving and reading your emails—and ultimately gain more sales.”
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1. Determine your goal
2. Start the email with context
3. Explain why you’re emailing
4. Craft an attractive subject line
5. Include a call-to-action button
6. Send your emails”



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