How do I write a follow-up email that doesn't feel annoying?
"Just checking in" annoys people because it asks them to do the work of remembering who you are and why you wrote. A follow-up that gets a reply does three things:
- It gives one reason for writing today. Something you promised, something new, or a date that's coming up.
- It asks one question they can answer in a line, like "Is Thursday or Friday better?" rather than "Any thoughts?"
- It fits on a phone screen without scrolling, which is about five sentences.
Write it the way you'd say it across a table. Use their name, mention the one thing they told you, and leave out the paragraph about your company, since they heard it on the call.
When to send a follow-up
There's no timing that works for every buyer, but a lead who went quiet usually hears from you on a schedule like this:
| Follow-up | When | What it's for |
|---|---|---|
| 1 | 2 days after the call, quote or demo | The thing you promised, and one question |
| 2 | Day 5 to 7 | Something new: an answer, an example, a date |
| 3 | Day 12 to 14 | A different way in: a call instead of email |
| 4 | Day 21 to 30 | The last one: close the loop politely |
| Then | Every two to three months | Only with a real reason, like news or a new offer |
Mix the channels. If two emails get nothing, a short call or a WhatsApp message often does. The sales cadence guide has three full schedules to copy.
Eight follow-up email templates
Change the words in brackets, and cut anything that isn't true for your lead.
1. After a first call, when nothing's happened since
Subject: The [thing] you asked about
Hi [Name],
On Tuesday you asked how [product] handles [their question]. Here's the short answer: [one or two lines].
If that sorts the worry, the next step is [next step]. Would Thursday at 10 or Friday at 3 suit you for 20 minutes?
[Your name]
2. After you sent a quote or proposal
Subject: Your quote for [project]
Hi [Name],
I sent the quote for [project] on [day]. Most people have a question or two about the [part people usually ask about], so I've added a line on that below.
[One line answering the usual question.]
Is there anything in the quote you'd like me to change before you take it to [the person they mentioned]?
[Your name]
3. After a demo
Subject: The two things from Wednesday's demo
Hi [Name],
Thanks for your time on Wednesday. You said the two things that mattered most were [thing 1] and [thing 2], so here's where each one is:
[Thing 1]: [one line, or a link]
[Thing 2]: [one line, or a link]
Would it help if I showed [the colleague they mentioned] the same two things in 15 minutes next week?
[Your name]
4. When they said "just send me some information"
Subject: The information you asked for
Hi [Name],
You asked me to send over some information, so here it is: [one link or attachment, not five].
The part most [their role] read first is [section]. If it's useful, I can walk you through it in 15 minutes. Would early next week work?
[Your name]
5. When you have a new reason to write
Subject: [The new thing] for [their company]
Hi [Name],
Something changed since we spoke that's relevant to what you told me about [their problem]: [the news, feature, price change or example, in one line].
Is it worth a quick call to see whether it changes anything for you?
[Your name]
6. When they said "not now, try me next quarter"
Subject: Following up, as promised
Hi [Name],
When we spoke in [month], you asked me to get back in touch after [their reason, like the budget round or the busy season]. Is now a better time?
If it's still early, just tell me when to try again and I'll put it in the diary.
[Your name]
7. After a meeting they didn't turn up to
Subject: Missed you today
Hi [Name],
I didn't see you on the call at [time], so I'm guessing something came up, and that's no problem at all.
Here are two new times: [option 1] or [option 2]. Or reply with one that suits you better.
[Your name]
8. The last one, when you've heard nothing
Subject: Should I close your file?
Hi [Name],
I've written a few times about [project] and haven't heard back, which usually means the timing's wrong or it's not a fit, and either is fine.
I'll stop writing after this one. If things change, reply to this email and we'll pick up where we left off.
[Your name]
The last email gets more replies than people expect, because it's easy to answer. Some will say "sorry, still interested, next month". Put that date in your diary.
Subject lines that get opened
A follow-up subject line should tell them what's inside, in their words. Some that work:
- "The [thing] you asked about"
- "Your quote for [project]"
- "Two times for next week"
- "[Colleague's name] suggested I write"
- "Following up, as promised"
Keep "Re:" for real replies. A fake "Re:" gets opened once and remembered.
How many follow-ups before you stop?
For one deal, four emails over about a month is a reasonable limit, mixed with a call or a message if you have their number. After that, stop chasing this deal and move them to a slower list: one useful note every two or three months, only when you have a reason.
Stop straight away if they ask you to, and take them off your list that day. Check your own country's rules on marketing messages too; anyone who's opted out stays opted out.
The template is the easy part. Remembering to send it on day 5 is what slips. In ActivityTracker you type the follow-up in one line and it's dated, with a reminder.
Keep the follow-ups from slipping
Most leads aren't lost to a bad email. They're lost because the follow-up never went out. Two habits fix most of it:
- Before you close a call, put the next follow-up in your diary or task list with a date, while you still remember what was said.
- Log each follow-up when you send it, so you can see who's had one, two or four, and who's due today.
A sales call log works on paper or in a spreadsheet. The habit matters more than the tool.