How to Write a Follow-up Email After No Response (With Examples)

Your follow-up emails are a lot like poker. For amateurs, it’s a game of chance. You fold or bet and that’s all there is to it. 

But pro players know that the smallest actions can tilt the game in their favor. For them it’s plain mathematics. If you know how to put 2 and 2 and some probability, it’s a different ball game altogether.

If you want to be a pro SDR and send follow-up emails that get replies, don’t rely on lady luck to respond. Just get the combinations of a follow-up email right.  

We break down the different parts of writing a great follow-up email, how to play your personalizations right, and how to write a follow-up email for 10 different scenarios. 

How To Write a Follow-up Email in 4 Simple Steps?

An infographic containing 4 simple steps to write a follow-up email

Just like poker, follow-up emails are simple if you understand some basic rules. Like answering common questions that spring up in the mind of the email receiver, “Why should I care?” or having a call to action that is clearer than a sunny day. If you stick to these ground rules, you’ll get replies. It will also ensure that you’re writing a gentle, non-threatening, non-interrogative follow-up email, the ones that get people to respond.

In this section, we distill some of those main ground rules into simple steps you can follow to write a follow-up email.

Pro tip #1: Since email exchanges happen over the web, it’s easy to sound as soulless as the machine you’re typing the email in. So remember to write your email like you’re talking to them directly. Leave the formality at the door. 

Step 1: Create a Pattern-interrupting Subject Line

An image showing interruption in pattern

Pattern interrupt is an uncommon strategy to catch and maintain the prospect’s attention in emails. 

Derren Brown’s technique of pattern interrupt is a series of interruptions that breaks a habit or a state. 

In sales that means prospects have been conditioned to ignore a kind of subject line, a kind of email, a kind of CTA–the kind of sales messaging reps have been using forever. Your follow-up email is one among the hundreds of follow-up emails, newsletters, work-related emails, and other cold emails that are vying for your prospect’s attention on a daily basis. That means you have to stand out as prominently as a dove in a flock of crows.

So, break their reading pattern. People are used to reading certain kinds of subject lines, like the commonly used “Quick question?” or clickbait-y “Get 100% off first month”. 

Any kind of subject line trend usually runs its course and fails to get their attention anymore. 

That’s why you have to think of subject lines that nobody would think of writing, not even you. 

Here’s how you can write subject lines that can interrupt reading patterns:

1. Lean Into the Prospect’s Pain Point

At any given time most professionals in any department of the organization are suffering pain points they could solve, or have scope to optimize their workflows. So a pain point is as personal as it can get and is on top of the mind of the prospect at all times.

Here’s an example of a subject line content marketing agency, Contentoo, used in one of their marketing emails sent to our content marketing manager. And Jeroen from their marketing team hit the bull’s eye with this subject line as a content manager’s major pain point is managing freelancers.  

Here are some more examples: 

  • Here’s a better way to solve {pain point}
  • Here’s how {another company} solved {pain point}
  • Resources to help with {pain point} 

2. Humanize Your Subject Line

LinkedIn’s latest state of sales report research that studied over 14,000 salespeople across the world revealed that the top-performing salespeople did twice as much research on the prospect than the rest of the cohort. People who hit 150% above quota were laying down strong ground work and researching their prospects to personalize their emails. 

But ‘humanizing’ doesn’t always mean using the prospect’s information to get their attention. It also means letting your prospects know that you, the person sending the email, is a human with emotions and characteristics and a life outside of work that is sending them the email. 

Aidan Shea, a business development representative at Crayon, swears by the following subject line in break up emails–‘Any response would be appreciated.’

Pro Tip #2: Make sure you give a callback to the subject line within your email preferably in the introduction. That means don’t write a subject line to get their attention and then start your follow-up email with a completely different thought. That way, the prospect will immediately lose trust in your email. 

Examples: 

  • This is a follow-up email
  • {prospect name} I am a big fan of your {their specific work} 
  • Want to dive into {prospect’s favorite celebrity} game plan?
  • Did you catch {television show/game match/movie release} yesterday?
  • We both love {prospect’s city/town/village}!
  • {prospect name}, congrats on your promotion!
  • {testimonial} from {competitor/famous brand in industry}

Go here to find more than 160 follow-up email subject lines. 

Step 2: Write a Contextual and Relevant Introduction

An image showing an example of contextual and relevant introduction to an email

It takes Mark Cuban and we’re sure, all working professionals, only two seconds to go through the first two lines of the email and decide to reply or not. 

“I’ll read the first paragraph or two and if it is something that catches my attention, and is interesting and I think is forward-thinking, then I will just start peppering them with questions,” Cuban said on the “Raising The Bar” podcast from Alli Webb, co-founder of Drybar, and leadership coach Adrian Koehler.

But a majority of the emails we receive here at Klenty are long-winded and irrelevant, and go on rants about their product/service in great detail, and never contextual or relevant to us. 

What is contextual and relevant? 

Relevance means that the introduction should be related to them or their organization or their industry, even if you’re cracking a joke.

For starters, don’t send follow-up emails that literally just say, “I’m following up” or “Just checking in..” Treat every follow-up email as if you are back to level 1 again. 

Context is what in the world is your email about? 

“Well, I send follow-up emails to check if the prospect needs my help. No?”

We send follow-up emails to gauge how interested or uninterested the prospect is or whether they are really suffering a problem, obviously apart from wanting to stay atop their inbox.

So, how do you write introductions that are contextual and relevant to the prospect?

If you’ve done some research on their LinkedIn profiles or company website, you’d be able to land on some clues on how interested they are. You can open with their potential problems (the ones you discovered from your research), and check if they can confirm it. You could talk about a competitor you helped out. Highlight and use an industry-wide struggle. 

Pro Tip #3: Your introduction is important also because when the email lands in the primary inbox, the subject line and the first line is shown to the reader in a preview format. This can be edited depending on what kind of tool you use to send emails. Some ESPs would pick up the first two lines of your email (including the ‘Hi’ message) and some allow you to write whatever you want for the preview.   

A top-performing SDR at Almabase, an alumni management software, Joel Thomas, says that there’s no better way to catch a prospect’s attention in a follow-up email than a hyper-personalized introduction. That introduction coupled with a hyper-personalized subject line, your email preview is bound to get your prospect’s attention in a crowded inbox.

Some prompts to write introductions in a contextual and relevant way:

  • Use a funny opening line but remember to draw the connection between the joke and the reason for your email. 
  • Use a hyper-personalized opening line with the information you discovered from LinkedIn. 
  • Use the prospect’s fresh Twitter or other social media activity in the intro. 
  • Break the fourth wall (Let them know that you are aware that they are aware that this is the 4th or 5th or whichever follow-up it is.)
  • Delve into their pain point and then explain your reason for emailing.

Here Are 3 Examples of Introductions for Your Follow-up Email:

  1. “Yes, this is the fourth email I’m sending you. And, there’s a lot more from where this came from. But, we can save your inbox some space by starting a conversation.”
  1. Subject Line: Your article in <Magazine Name/Website/Journal>

Hello {First Name},

I recently read your article in <Magazine Name/Website/Journal> where you spoke about <topic> and how to use <solution> to address <pain point>. My name is Andrew, and although we’ve never met, that’s exactly the type of thing we deal with.

  1. Hi {First Name}, saw the message you dropped in {the slack community page} on managing freelance developers. Wondering if you’re facing any trouble managing freelance developers stay on track? 

Step 3: Mention Why You’re Emailing Them

Image of a man wondering 'what's in it for him' in an Email

Whether this is your second follow-up email or fifth follow-up email, why should the reader care about your email? The prospect doesn’t owe you a response. So, give them something they care about. Give a problem to their solution. Challenge their existing strategies. Answer the very essential question every prospect will have in their mind when they see your follow-up email: “What’s in it for me?” (WIIFT), “Why should I care?”

Your prospect’s “What’s in it for me?” is not just your company’s value proposition. Don’t make the cardinal mistake of assuming that your solution is their best solution. Maybe, doing nothing at the moment is their best solution. Maybe, they don’t know they have a problem. In case you don’t know this, hinge your follow-up email strategy on understanding their buyer awareness level. 

How to write the reason for your follow-up email: 

  • Dig deep into the prospect’s role, and organization to find out bits of useful information

Spend 5-6 minutes researching the prospect and take notes that can be used to craft your sales message. The research can be used to personalize your subject line, your email introduction or when you’re mentioning ‘what’s in it for them’. 

  • Don’t pitch your solution yet

The reason you’re writing the email is not to pitch your solution. It’s to find out if they’ll benefit from your product or service. 

For instance you could find a lot about a company’s processes and their teams and their problems by looking at the company’s hiring posts. The next step is to identify if they are aware of the problem and want to solve it or if they are not aware of the problem and are comfortable with the status quo. 

In the case of the latter, you have the opportunity to challenge the status quo with the prospect. And instead of pitching your product as a solution, offer a variety of solutions–because you’re trying to win their trust. 

The entire point of giving your “WIIFT” should be to offer them the best possible solution rather than to find a gap and pitch your product. The pitching can happen over a call when you’ve qualified the prospect and planted the realization in the prospect that they need a solution. 

Here are the different offerings (WIIFT) you can give your prospect in the follow-up email. 

  • Tell them how you’ve helped other companies solve problems that are similar to theirs (Use case studies, testimonials)
  • Tell them that they might run into a problem soon if done nothing (Use latest industry/research report)
  • Give them a link to an online/downloadable resource (that belongs to your company or others) to help them solve a problem. (Use e-books, industry/research reports, blogs, podcasts, videos, social media posts from industry experts)

Step 4: Include a CTA That Is Aligned With Their Buyer Intent

We all know that call-to-actions are necessary. But most of us would write CTAs just to get what we desire from the prospect – like booking a meeting. Instead, ask them to do what they want to do. Find this by checking how they have engaged with your previous messaging. If you’re using email automation or sales engagement software you can see how much your prospects have engaged with your cold emails or follow-up emails. 

Set up a scoring system for the email engagement. For example, 

  • High intent – Prospect clicked on links inside your email body, opened your email multiple times. 
  • Low intent –  Prospect never engaged with your email. 

So if you don’t see any responses from the prospects at all, craft follow-up emails for low intent. Test various CTAs for different intent stages in your follow-up emails and find out which CTAs or emails get the best engagement rates. 

In case of inbound leads, it’s easier to find out which stage they are in depending on the channel they came through. 

Here’s how to write CTAs for the different stages: 

  1. If the prospect hasn’t engaged with you at all – low intent: 
  • We interviewed “SME” to break down “XYZ”. Thought I’d share it with you because I noticed on LinkedIn that you commented on “SME”’s post on the same topic. Do let me know if it helps.
  1. If the prospect has engaged with you somewhat – medium intent:
  • Is fixing “problem” the topmost priority for you right now?
  1. If the prospect has clicked on links multiple times and opened your email multiple times – high intent: 
  • Would it make sense to catch up this Thursday, if you’ve got time? 

Low friction CTAs will be your best bet. The best way to write a CTA is to stand out from the usual “book a slot here in my calendar”– that actually is not very gentle either because you’re putting the cognitive load of going to an app and finding a free slot on your prospect. Don’t ask for a meeting until you’ve confirmed they’ve engaged with your message. And definitely don’t brush CTAs under the carpet. The real success metric of a cold email campaign is the number of people who actually take the desired action–which you’ve created the CTA for. 

Here’s a Good Follow-up Email Example

Image containing an example of a good follow-up email

How Many Times Should You Follow Up With Prospects?

Some follow up 5 times over 15 days, some follow up up to 15 times over 30 days, the point being, you should learn through trial and error. If you’re just starting your sales campaign, start scheduling 5-6 follow-up emails along with other touchpoints–like calls, LinkedIn or text–in your sales sequence. 

Pro Tip #4: You could also center your follow-up email strategy on intent-based campaigns – where you can follow up based on how prospects engaged with your previous emails. Higher open rates mean you could follow up with them immediately. Read more about sending intent-based email sequences here.

How Long Should You Wait Between Follow-ups?

Image showing wait time between follow-ups

In the first 2 to 3 follow-ups, maintain an interval of 3 to 4 days and the more follow-ups you send leave a bigger interval anywhere between 5 days and 10 days. Keep increasing the sending interval progressively from 5-6 to 7-8 to 10-12 days after each follow-up. But after sending your first email, wait three days. 

Pro Tip #5: To make your follow-up emails effective, ensure that you reach out to them on multiple channels like LinkedIn, text message, and call. In any case, emails alone won’t be enough in today’s environment–a world with a million distractions–to get your prospect’s attention. So, after the first few days instead of dropping a follow-up email, you could give them a call, or send a message on LinkedIn. 

Here Are 10 Follow-up Email Templates for Different Scenarios

1. A Gentle Follow-up Email

You want to send a respective, non-intrusive follow-up email that doesn’t sound pushy. We get it. It’s quite simple actually. One trick to ensure your follow-up is polite is to read out your follow-up email and check the different tones you can read it in. So, write one that sounds gentle. 

Subject line: Meet SDRs who boast 20% call conversion rate

Hi {prospect name}, saw that you checked out my previous email on how to coach SDRs
to make successful cold calls a couple of times. 

Cold calls are a tricky thing, but with the right kind of coaching, you can see high
 conversions as seen within the SDR teams at {some competitor names, and link to case
 studies on them}.

Think this can help your SDRs make successful cold calls? 

Cheers, 
{signature}

2. Follow-up Email To Qualify the Prospect

An SDR has to pin their selling strategy down on one aspect alone. The prospect’s awareness level of the problem and the solution. It’s much easier to run your sales conversations if you know whether the prospect is interested in solving the problem, don’t know about the problem, or whatever awareness level they are in. You’ll know what ticks them and how to craft your winning sales pitch for each prospect. 

Send a top-of-the-funnel blog to gauge whether it’s interesting to them or not. In this example, the assumption is that the SDR doesn’t know their awareness level. In case of each touchpoint you could ask more qualifying questions. Read more on lead qualifying questions here. 

Subject line: Shoving leads into 1 nurture sequence? (personalized to a general industry 
pain point)

Hi {prospect name}, 

I noticed on your LinkedIn profile that you were looking for nurture sequence email
 templates. Assuming that your SDRs treat all your leads the same way–by putting them in a single nurture sequence. 

That’s not really effective, no? since all leads are not the same?

Here’s a blog on why we at, {your company name}, think it’s time to switch up nurture 
sequences based on the different inbound channels and how you can automate that 
workflow.

Hoping that I’m of help, 
{signature} 

3. Follow-up Email After Leaving Voicemail

After leaving a voice message to a prospect, it’s always beneficial to send the prospect a follow-up email within 24 hours. Why? Because it shows prospects that you’re doing due diligence. Rephrase the reason for reaching out. Do not repeat the message you gave during the voicemail. That could be annoying. Instead, you can just mention that you left a message earlier. Next, tell them why you are reaching out and emphasize the benefit of partnering with your company.

Subject line: David, I reached out yesterday for this…

Hi David, 

I had called yesterday to discuss whether you’re able to track your email engagement
 metrics as much as you’d like. I noticed from your LinkedIn post that you’re finding it
 difficult to track all of your team members’ important emails.

If you’re unable to track your SDR’s sales activities, it can be difficult to pinpoint revenue 
opportunities or leaks–which I guess is quite important to you. 

Do let me know if it’s okay to send over a report our sales manager made that helps you
 find out which are the best email engagement metrics to track.

Looking forward to hearing back from you, 
Annie Thomas, 
ABC Tech, 
California 
LinkedIn | Twitter

4. After They Didn’t Pick Up Your Cold Call

It’s okay if they haven’t picked up your cold call. Drop them an email, and try again in 3-4 days. Once you drop them an email, and if they’ve engaged with that email in any way, you have a better chance the next time you place the call. Make sure that you give them context, don’t simply “check in” just because you’ve already called them. 

In all probability this is like a cold email to them. So follow the beginning-middle-end methodology religiously here. Throw  them a low-friction ask in the CTA because it’s still early in the prospecting process and you’ve not earned your right to ask for a meeting yet. This is about being polite. Depending on how they interact with this email, you can follow up. 

Norman, want to improve your {pain point. Eg: low average call-to-conversation rate}? 

Hi {First Name}

These are a few problems that sales managers with growing teams regularly encounter 

Pain point 1
Pain point 2
Pain point 3

I don't want to bug you, but it seems like these problems are solve-able, and the following {pains} can be eased. 

Would you like to check out how we can help you solve {problem}? I could send you a
 2-minute demo video if you’d like. 

Warmest regards,
{signature}

5. After They Asked You to Contact Them Later

There are times when prospects don’t prioritize your solution, but they might still be interested in your offering. More often than not, they will ask you to get back after a few weeks or months. You should mark the date in your calendar and make sure that you send them this follow-up email on time. You could even schedule it. 

Ensure that you revisit what was discussed last time with them. In all probability, they would have forgotten you and your solution. Give them the exact date and time you spoke and the time they asked you to circle back. Finally, tell them why ‘now’ is the best time to sign up for the product by serving an irresistible offer. 

In this template, you are kindly informing them of why they should prioritize solving the problem, especially since their competitors are ahead of them. At the same time, you’re also being gentle with the follow-up by asking them permission before sending the doc to you. Feel free to test different CTAs, send the doc in the later emails if they don’t reply to this but in a different context. 

Subject line: Tired of reps who never give up?
Hi {{First Name}},

Last we chatted, you requested that I get in touch in November. I may be a month early, 
but I figured it’d be worth sharing some interesting information we discovered from
 helping out {competitor}. 

Is now a good time to send you a short blog on how we helped {competitor} solve
 {prospect’s problem}? 

Hoping that I’m of help,
{email signature}

6. Follow Up Using Social Proof

Social proof is common parlance in marketing teams. Founded in the scientifically-backed concept of normative social influence, it suggests that people accept the order that influencers in a society have created around us as the norm. So, if you’re mentioning the fact that their competitors or famous brand names are using your product or service, it shows prospects that you’re trustworthy. 

At least that’s the idea behind using social proof in website landing pages, emails, resumes, and has been an effective way to retain people’s attention and win businesses. You could harness the power of social proof in many ways. 

Directly throw your customer names around in your email. Mention how you helped their competitors, or even literally show (using screenshots) how you helped others achieve success. 

Here are some email templates that use social proof: 

  • Direct follow-up email:
Hey {{FirstName}}
Freshtrip, Intercom and Autopilot, three of the fastest-growing SaaS startups in the
 bay area use us to find new leads every day.
Think that would be helpful for {{Company}}? 
  • Show don’t tell follow-up email

You can share a graph showing the impact you were able to make to some of your customers. For example, if you are an SEO agency, then you may use something like this:

Hey Tony, 
I wrote to you a few days ago about how we can help you grow your page traffic through search engine ranking.
Still on the fence? Here is a google analytics snapshot of how we were able to help one of our customers grow organic traffic 5x in a little over 6 months.

Snapshot of a Google Analytics traffic graph

I took a quick look at your site and I believe that we can achieve something similar in the next 3-6 months.

This is a powerful email that conveys in a picture what you were able to achieve for a similar prospect. It allows your prospect to drink in the graph and imagine what a similar graph would do for their business.

7. Personalized Follow-up Emails

Personalization is one of the best ways to get replies. Whether it’s the first name, company name, a pain point or a trigger event you use to personalize, it’s still miles apart from non-personalized emails. You could use multiple 

  • Follow up using information from LinkedIn

LinkedIn is a salesperson’s treasure trove. You can get a lot of information about the prospect and their company here. All the way from the different people in your prospect’s team to their personal information like where they went to school. There’s even news about the company like recent hires, anniversaries, recent fundraises, media coverage, winning deals, etc. All these triggers help your cold follow-up get more personalized and boost email response rates.

Pro Tip #6 You can find out a lot of the information about their processes via their hiring posts, potentially, the size of their team, the tools they use, their current processes or strategies, etc. 

Sample follow-up email:

Congratulations on the recent fundraise! It was inspiring to learn about your story and the company.
What are your plans around lead generation using outbound prospecting? 
I believe that we can help you build a predictable and scalable lead generation
 channel for {{Company}}.
  • Follow up using image 

By now your prospects might have suspected that you’re using some form of technology to regularly follow-up. So, how do you convince them that this is a customized email written exclusively for them? Personalize using a picture. It should not be too difficult to create a picture that probably has their prospect’s company name. Create one image (you can use free online editing tools like Canva) you think is effective, and keep changing the names based on who you’re sending the email to. It definitely stands out and creates a memorable impression on your prospect.

  • Follow-up Email with a video  

An effective way to use pattern interrupt in emails is by sending videos. With people getting so bored by reading texts–to the point of ignoring–videos can be useful to get the prospect’s attention. You could embed a recorded video or have a personalized gif or static image as a thumbnail, etc,. This strategy reaps higher click rates and reply rates because videos have a more personal touch. 

Like how you’d personalize the text, do the same in the video. Talk about a trigger event, or some information you found on LinkedIn. 

Example of video personalization
  • Follow up using competitor insight

One of the fastest ways to shoot to the top of your prospects’ minds is to share something their competitors announced and reference that in your email.

The following template combines multiple elements to deliver a winning email. It uses a recent trigger, references, competition, provides value and delivers a customized message that should be compelling to the recipient.

For example, if you are prospecting to a list of players in the user onboarding industry, then you may want to use a template such as this one here:

Sample follow-up email:

Subject line: Did you check out Intercom’s new onboarding ebook?

Hi Linda, 

Did you check out the latest e-book from Intercom on User Onboarding? I guess the user onboarding space is gaining a lot of attention and is tipping into the mainstream with
 several new ideas and products.

Now is the time for companies like {{Company}} to capture the momentum and pitch
 your differentiated take on user onboarding.

8. Break-up Email

There’s a segment of the population that are against sending break-up emails. Rightly so. Because if done wrong, they sound incredibly passive aggressive. But it’s the emotional trigger in these emails that force replies out of prospects. You can sound not interrogative or passive aggressive, and such emails will still get a lot of responses, so don’t worry about those who are against it. 

Hi {{FirstName}}, 
I wrote to you a few times on helping {{Company}} acquire new leads using Linkedin.
 I’m going to assume that you’re not interested in learning more about how we can
 help you. But, could you do me a favor?
If it’s not too much trouble, could you hit reply and let me know 1 / 2 / 3 so I know if I 
should put a pin on this conversation or completely remove you from my pipeline. 

1. This could be useful for us – let’s set up time next week.
2. This is not a good time – call back in a couple of months.
3. I have no use for this. Please don’t follow-up anymore.

Wishing you good karma, 
{email signature}

Follow These 6 Expert Email Tips To Get Replies

Once you’ve covered the main bases of your follow-up email, which are to get your prospects’ attention and keep them reading, you also have to pay attention to some email hygiene factors. The little things that can tip the scales in your favor. 

1. Pay Attention to the From Line

The objective of this line is to let the prospect know who you are. It should most definitely not be ‘arandomnamethatishonestlynotlegible@pleascustomiseyourdomainusingatool.com’. This crucial first step is often overlooked because it’s not part of your body content. This, in fact, is part of the good first impression that you’re trying to create on the prospect. 

So chances are that your email will get opened or deleted based on the ‘from line’. 

This is something that you’d have already set up when you made your email address. If you’ve set up your email for sales outreach, kindly stick to a simple full name. 

2. Put a Cap on the Length of All Your Emails

People usually scan content on the web. Your prospects probably won’t read anything line to line. So it’s advisable to stick to 4-5 lines that are broken down into the format of a story–the best kind of content format–a beginning, a middle and an end. But remember, 1 or 2 lines for the introduction, 1 or 2 lines to explain the “WIIFT” and 1 line for the CTA. Nothing more. If you can wind up the beginning, the middle and the end in under 4 lines then, damn, we’re rooting for you.

– concise, scannable, and objective

3. Pay Attention to the Tone of Your Email

You obviously want to drop a gentle follow-up, something polite, just a little nudge to get their eye. To do that effectively, pay attention to the tone of your writing. According to the experts at Purdue University, ‘Tone’ is basically your attitude towards the reader and the subject of your message. It’s exactly like the tone of your speaking and how it impacts the listener, but in writing and how it impacts the reader. To write in a gentle tone, simply write the way you speak. If you’re speaking politely or in a gentle manner, you’d shed a lot of formality, and stick to a more casual but respectful tone. Like, drop the “Dear” and greet your prospect with a simple “Hi”

4. Do Not Use Clickbait Subject Lines

Clickbait is a piece of content you use solely to get the reader’s attention but not at all related to your message or the reason you’re messaging. For example, saying something like “50% off Samsung S22” when your email is about pitching your SaaS product. There’s no relation to your message at all. It’s a bait for the reader to click on the piece of content. 

This is harmful in every sense of the word because you’re breaking their trust from the get-go. PSA: No rapport was ever built based on breaking trust. Resorting to clickbait will only lead to them marking you to spam. 

5. Stop “Checking/Dropping in for an Update”

Don’t write follow-up emails just to “check in with the prospect”. Don’t let ‘checking in’ be the entire goal of the email. Your prospect has a million things on their mind, your email will most likely not serve as the reminder you intended it to be. If you want to send a reminder email, give context, highlight your “WIIFT” again and give a different CTA. Your goal in the entire email sequence should be to reduce the cognitive load of the prospect. That means, giving context to the email, and guiding them to do a low-friction activity.  

Share your LinkedIn profile or Twitter profile in the email signature. Add your company’s website link in the necessary places. Placing links is especially important because it gives your email credibility. 

Conclusion

Writing a follow-up email is simple if you know the basic rules to follow. Think of it as a casual conversation between yourself and a stranger. How would you go about it then? You’d respect their time, be kind and understanding, and try to be friendly. Same rules apply when writing a follow-up email. Stop trying to hack your way to getting their attention, that will only push them away. 

Know this though, you have to follow up to close deals. That’s etched in stone. As Michelle Moore from Selling Simplified says, “Not following up with your prospects is the same as filling up your bathtub without first putting the stopper in the drain.”

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