Here's a stat that should change how you think about email: 80% of sales require 5 or more follow-ups, but 44% of salespeople give up after just one attempt. The fortune is literally in the follow-up—and most people leave it on the table.
But following up is uncomfortable. It feels pushy. You worry about annoying people. So you send one email, don't hear back, and assume they're not interested. In reality, they were probably just busy. Your email got buried. They meant to respond but forgot.
This guide will give you seven follow-up email templates that get responses without making you seem desperate or annoying. Each template is designed for a specific situation, and each one is proven to work.
Why Follow-Up Emails Get Ignored (And How to Fix It)
Before we dive into the templates, let's understand why most follow-up emails fail. There are three main reasons:
Reason #1: They add no new value. "Just following up on my previous email" tells the recipient nothing new. They ignored the first email for a reason—sending the same message again won't change their mind. Each follow-up should bring something new to the table.
Reason #2: They're too apologetic. "Sorry to bother you again, but..." signals that even you think you're wasting their time. Never apologize for following up. If you genuinely believe you can help them, following up is a service, not an intrusion.
Reason #3: They're sent too soon or too late. Follow up 24 hours after your first email and you seem desperate. Wait two weeks and they've completely forgotten who you are. Timing matters.
The Golden Rules of Follow-Up Emails
Before we get to the templates, internalize these principles:
- Add value with each touch. Share a relevant article, insight, case study, or idea. Make opening your email worth their time.
- Keep it shorter than the original. If your first email was 100 words, your follow-up should be 50-75.
- Reference the previous email. Help them connect the dots without making them dig through their inbox.
- Make the CTA even easier. If your first email asked for a call, your follow-up might ask for just a quick reply.
- Know when to stop. After 4-5 follow-ups with no response, send a "breakup email" and move on.
Template #1: The "Quick Bump" (2-3 Days After Initial Email)
This is your first follow-up—short, friendly, and designed to resurface your original message without repeating it entirely.
Why it works: It's brief and acknowledges they're busy (showing empathy, not apologizing). The question at the end is low-pressure and easy to answer.
Example:
Template #2: The "Add Value" Follow-Up (5-7 Days After Initial Email)
This follow-up provides something genuinely useful—an article, insight, or resource related to their challenges. It demonstrates that you're thinking about their problems, not just trying to make a sale.
Why it works: You're giving before asking. The resource positions you as helpful rather than pushy. Even if they don't respond, they're more likely to remember you positively.
Example:
Template #3: The "Social Proof" Follow-Up (7-10 Days After Initial Email)
This template shares a relevant result or case study from a similar company. Nothing builds credibility like showing what you've done for others in their situation.
Why it works: Social proof is powerful, especially when it's from a company they recognize or respect. Specific results (numbers, timeframes) make it credible.
Example:
Template #4: The "Different Angle" Follow-Up (10-14 Days After Initial Email)
If your original angle didn't resonate, try a different one. Maybe they don't care about the problem you mentioned—but they might care about a related challenge.
Why it works: It shows self-awareness and flexibility. By acknowledging your first email might not have hit, you demonstrate you're genuinely trying to help—not just running a script.
Example:
Template #5: The "Trigger Event" Follow-Up
When something happens at their company—a funding round, new hire, product launch, or news mention—it's the perfect excuse to follow up. The timing feels natural rather than arbitrary.
Why it works: It's timely and relevant. You're not just following up for the sake of it—you have a legitimate reason to reach out. Plus, people love being congratulated.
Example:
Template #6: The "Permission" Follow-Up
Sometimes people don't respond because they feel pressured. This template takes the pressure off completely by explicitly giving them permission to say no.
Why it works: Paradoxically, giving people permission to reject you often makes them more likely to engage. It's disarming and shows you respect their time and decision.
Template #7: The "Breakup Email" (Final Follow-Up)
If you've followed up 4-5 times with no response, it's time for your final email. This one creates urgency through scarcity—you're moving on, and this is their last chance to engage.
Why it works: The subject line ("Should I close your file?") creates intrigue and a sense of finality. Many people respond to this email because they feel the window closing. Even if they don't respond, you leave on a professional, positive note.
Example:
Follow-Up Timing: The Ideal Sequence
Here's a proven follow-up schedule that balances persistence with professionalism:
- Day 1: Send initial email
- Day 3: Follow-up #1 (Quick Bump)
- Day 7: Follow-up #2 (Add Value)
- Day 12: Follow-up #3 (Social Proof or Different Angle)
- Day 18: Follow-up #4 (Trigger Event or Permission)
- Day 25: Follow-up #5 (Breakup Email)
Adjust based on your sales cycle and urgency. For time-sensitive opportunities, compress the timeline. For enterprise deals with long sales cycles, you might space things out more.
What NOT to Say in Follow-Up Emails
Avoid these phrases that kill response rates:
- "Just following up..." - Adds nothing. Everyone knows you're following up.
- "I hope this email finds you well..." - Generic and wastes their time.
- "Sorry to bother you again..." - If you're sorry, why are you doing it?
- "Did you get my last email?" - Yes, they got it. They just didn't respond.
- "Any update on this?" - Puts all the burden on them without offering anything.
- "Per my last email..." - Passive-aggressive. Just don't.
Instead, every follow-up should either (a) add new value or (b) make it easier for them to respond.
Advanced Follow-Up Strategies
The Multi-Channel Follow-Up
Don't limit yourself to email. After your second email follow-up, try:
- LinkedIn: Connect or send a message referencing your email
- Twitter: Engage with their content thoughtfully
- Phone: A quick voicemail referencing your email
- Video: A 60-second personalized video (tools like Loom or Vidyard)
Multi-channel touches feel less intrusive because they're spread across platforms. Plus, some people simply prefer certain channels.
The "New Contact" Follow-Up
If you're not getting through to one person, try someone else at the same company. Your follow-up might say:
Sometimes you're just reaching out to the wrong person. And sometimes getting "no" from the right person is better than silence from the wrong one.
The "Referral" Follow-Up
If a mutual connection introduced you, reference that relationship in your follow-up:
Measuring Follow-Up Performance
Track these metrics to optimize your follow-up game:
- Response rate by follow-up number: Which follow-up gets the most replies?
- Time to response: How long after your follow-up do people typically reply?
- Positive vs. negative responses: Are follow-ups getting meetings or rejections?
- Opt-out rate: Are people asking you to stop emailing? (If so, revisit your approach)
Most email tools like Apollo, Outreach, and Salesloft track these automatically. If you're doing this manually, a simple spreadsheet works.
Key Takeaways
Let's wrap up with the essential principles:
- Following up isn't pushy—it's professional. Your prospects are busy. They need reminders.
- Add value with each touch. Never send "just checking in" emails.
- Make it easy to respond. Shorter emails with simpler CTAs get more replies.
- Know when to walk away. After 5 attempts, send your breakup email and move on.
- Track what works. Let data guide your follow-up strategy.
The difference between mediocre salespeople and great ones often comes down to follow-up discipline. Most opportunities aren't lost—they're abandoned too early. Don't let that be you.
Start using these templates today, and watch your response rates climb.
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