Most follow-up emails are terrible. They're either too generic ("Just checking in!"), too desperate ("I really hope to hear from you!"), or too long (three paragraphs explaining why you're emailing again).
None of these get replies.
A good follow-up email does three things: it reminds them who you are, it provides value or a reason to respond, and it makes the next step easy. Let me show you how to write one that actually works.
The First Follow-Up (Day 1-2 After Initial Contact)
This is the most important one. If someone enquired and you've had an initial conversation or sent a quote, follow up within a day or two.
Keep it short. Keep it human.
"Hi Sarah, just wanted to follow up on the quote I sent over yesterday. Happy to jump on a quick call if you've got any questions or if there's anything you'd like to tweak. Here's a link to book a 15-minute chat whenever suits: [booking link]. Cheers, Bertie"
No fluff. No "I hope this email finds you well." Just a clear reason for emailing and an easy next step.
The Second Follow-Up (Day 4-5)
If you don't hear back from the first one, send a nudge. Don't resend the same email. Add something useful.
"Hi Sarah, I know things get busy so no rush at all. I thought this might be useful while you're thinking things over. [Link to a relevant blog post, case study, or resource.] Give me a shout if you've got any questions. Bertie"
This positions you as helpful rather than pushy. You're adding value, not just asking for a response.
The Third Follow-Up (Day 10-14)
This is your "closing the loop" email. It gives them an easy out while keeping the door open.
"Hi Sarah, just a final check-in from me. Completely understand if the timing isn't right or if you've gone in a different direction. If you'd like to pick this up later, you know where I am. All the best, Bertie"
This one works brilliantly because it removes pressure. Paradoxically, the "I'm not going to chase you" email often gets the best response rate. People respect it.
Rules for Follow-Up Emails
Keep them short. Five sentences maximum. Nobody wants to read an essay.
Don't apologise for following up. "Sorry to bother you" sets the wrong tone. You're not bothering anyone. You're doing your job.
One call to action per email. Don't give them three options. Give them one easy thing to do.
Space them out. Don't send three emails in three days. Give people time to breathe.
Stop after three. If someone doesn't respond to three follow-ups, they're either not interested or not ready. Put them into a long-term nurture sequence and move on.
Use their name. "Hi there" is lazy. "Hi Sarah" takes two seconds and makes a real difference.
Write like a human. Read your email out loud before you send it. If it sounds like a corporate template, rewrite it.
The Automation Angle
You can set all of this up as an automated sequence in your CRM. Write the emails once. Set the timing. Let the system handle it.
Every new lead gets the same consistent follow-up, whether you're busy, on holiday, or just having one of those days where you can't be arsed.
That's not being lazy. That's being systematic.
One More Thing
The best follow-up email is the one you actually send. Worrying about getting it perfect and then not sending anything is worse than sending something imperfect.
Write it. Send it. See what happens.
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