Here's a stat that might surprise you: 80% of sales require at least 5 follow-ups, yet 44% of salespeople give up after just one.
The difference between success and failure often comes down to your follow-up game. But there's an art to following up - you want to be persistent, not annoying.
Below you'll find 8 follow-up email templates for different situations, from gentle reminders to the famous "breakup email." Each is designed to get responses while maintaining your professional reputation.
Ready-to-Use Templates
Copy these templates and customize them for your needs. Each includes HTML and plain text versions.
Re: {{originalSubject}}
Just wanted to bump this to the top of your inbox...
Thought you might find this useful, {{firstName}}
Found something relevant to {{companyName}}...
Should I close your file?
Last message from me - I promise...
Great chatting, {{firstName}} - next steps
Here's what we discussed and action items...
Checking in, {{firstName}}
Hope all is well at {{companyName}}...
Quick question about the proposal
Wanted to check if you had any questions...
How {{customerCompany}} solved the same challenge
Thought this success story might be relevant...
Congrats on {{recentNews}}
Saw the news and wanted to reach out...
Best Practices
Wait 3-5 Days Between Follow-ups
Give people time to respond. Following up daily makes you look desperate and gets you marked as spam.
Add New Value Each Time
Don't just say 'checking in.' Share a resource, insight, or new angle that gives them a reason to respond.
Keep Each Follow-up Shorter
Your follow-ups should be shorter than your initial email. Respect that they're busy.
Change Your Approach After 2-3 Attempts
If the same angle isn't working, try a different value proposition or approach entirely.
Know When to Stop
After 4-5 follow-ups with no response, send a breakup email and move on. You can try again in 6 months.
Track Everything
Use email tracking to know if they're opening your emails. Opens without replies mean the subject works but content needs improvement.
Common Mistakes
Following up the next day
Unless it's truly urgent, wait at least 3 days. Daily follow-ups signal desperation.
Using guilt trips ('Did you get my email?')
They got it. They're either busy or not interested. Guilt doesn't convert.
Sending the same email again
If they didn't respond the first time, the same email won't work the second time. Change something.
Making it all about you
'I'm just following up because I need to hit my quota' is never going to work.
Not having a clear CTA
Even in follow-ups, make it crystal clear what action you want them to take.
Forgetting the context
Always reference your previous email or conversation. Don't make them dig through their inbox.
Subject Line Examples
Re: {{originalSubject}}Keeping the thread alive, appears as continuation not new pitch
{{firstName}} - quick questionPersonal, low-commitment, curiosity-inducing
Thought of you when I saw thisImplies value-add, personalized attention
Should I close your file?Breakup email subject - creates urgency through potential loss
Next steps from our chatPost-meeting follow-up, clear purpose
One more thing about {{topic}}Adds value, references previous conversation
Timing & Performance
The sweet spot is persistent but not annoying. Wait 3-5 days between each follow-up. If you haven't heard back after 4-5 attempts over 2-3 weeks, send a breakup email and move on. You can always revisit in a few months with a fresh approach.
Personalization Tips
The Art of Following Up Without Being Annoying
Following up is where most deals are won or lost. The data is clear: 80% of sales require at least 5 follow-ups, but nearly half of salespeople give up after just one attempt.
The key is adding value with each touchpoint. Every follow-up should give them a new reason to respond - whether that's a relevant resource, a fresh angle on their problem, or simply acknowledging their busy schedule.
When to Follow Up
Timing matters. Here's a general framework:
- First follow-up: 3-5 days after initial email
- Second follow-up: 5-7 days after first follow-up
- Third follow-up: 7-10 days later, change approach
- Breakup email: 7-14 days after third follow-up
Follow-up Email Sequences
The most effective approach is a planned sequence with different angles:
- Email 1: Initial outreach with main value prop
- Email 2: Gentle reminder + social proof
- Email 3: New value (case study, resource, insight)
- Email 4: Different angle or lower-commitment ask
- Email 5: Breakup email
Post-Meeting Follow-ups
After a successful meeting, your follow-up should be sent within 24 hours and include:
- Thank them for their time
- Recap key discussion points
- Clearly state next steps
- Attach any promised materials
- Confirm the next meeting/deadline
Build Beautiful Email Sequences for Your SaaS
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