What to Say in a Follow-Up Email (Definitive Guide)

Follow-up emails are useless — said no successful marketer ever. Yet, most treat them as an afterthought. As a result, they miss out on golden opportunities to drive more replies.

After analyzing millions of emails sent using QuickMail, we found that 55% of replies to email campaigns come from a follow-up. So, the importance of follow-ups is undisputed. The real issue is what you say in those messages.

Follow-up emails aren’t so much about persistence as they are about precision. From your timing and tone to your content and call to action, every element matters.

This article unpacks exactly what to say in a follow-up email to maximize your impact. Whether you're chasing a sale, seeking feedback, or nurturing a relationship, you'll find out how to write follow-ups that take you from forgettable to irresistible.

Importance of Following Up with Leads

Picture this: You send out your carefully crafted cold email messages into the ether. Your dream client opens your email on day one but gets sidetracked. At this point, one of two things happens:

1. You chalk it up to a lack of interest and move on to the next campaign

2. You give them a gentle nudge (i.e., a follow-up email) to remind them of your value proposition

Of these two outcomes, which one do you think is likely to prompt a reply? Logically, the answer is obvious.

But statistics back this up, too. A Sopro study tells us that sending up to three follow-up emails can increase your success rate by over 80%. That's a lot of missed opportunities if you're not following up.

A follow-up email is often the difference between a lead gone cold and a deal closed. They're your chance to add value, answer questions, strengthen connections, and overcome objections. Overlooking them hurts your campaigns and bottom line.

In short, getting silence from your email doesn't always mean no. Sometimes it means "not yet" or "tell me more." Your follow-up email bridges that gap.

Key Elements of Successful Follow-Up Emails

Crafting a successful follow-up email is an art. It requires a blend of key elements to ensure your message resonates, prompts action, and doesn’t put off prospects.

Here’s what you need to consider:

• Timing: Don't come on too strong or desperate. Wait a few days (depending on your campaign) before your first follow-up. And remember to space subsequent emails strategically to avoid inbox overload.

• Subject Line: Ditch the generic "Following Up" subject lines. Instead, craft clear, concise subject lines that pique interest and entice the recipient to open. Think "Quick Question: [Original Email Topic]" or "[Benefit] You Might Have Missed."

• Personalization: Personalization is a necessity for successful campaigns today. Typical ways to personalize your follow-up emails are to address recipients by name and tailor your message to their specific needs and pain points.

• Context: Don't just assume prospects recall your original message. Reference your previous email or conversation to provide context and continuity. This tells them that the email is part of an ongoing dialogue, not a random message.

• Value Proposition: Why should they care? What’s in it for them? Remind recipients how your product/service solves their specific pain points. Including a relevant case study or success story is a great way to help seal the deal.

• Call to Action (CTA): Readers shouldn't be confused about what to do next. Wrap up your follow-up with a clear and strong call to action. Whether you want them to schedule a call, download a free resource, or visit a specific landing page, make the next step crystal clear.

• Friendly and Professional Tone: People do business with people they like. A warm, approachable tone gives a positive impression. It makes your email feel less like a marketing pitch and more like a conversation.

Mix these ingredients right, and you've got a follow-up recipe for success. Each element plays its part in turning silence into conversation.

7 Examples of What to Say in a Follow-Up Email

We've seen why follow-ups are important and what elements make up successful ones. Now let's go over examples of what exactly your follow-ups should say in various professional settings.

1. After a Networking Event

Sending a follow-up email after meeting someone at a networking event? Ensure you reference the event, clarify who you are, and restate what you discussed.

Then, move on to your offer — ideally something valuable related to your chat. Finish strong by suggesting a specific next step.

Example

Subject: Great chatting at TechCon - Stay in touch?

Hi [Recipient’s Name],

It was fantastic meeting you at TechCon last week. Your insights on AI in marketing really got me thinking.

I remember you mentioning challenges with data integration. I came across this article that outlines some innovative solutions - thought you might find it useful: [Link]

Would you be open to grabbing a virtual coffee next week to dive deeper into this? I'd love to hear your thoughts and explore how we might collaborate.

How does Tuesday at 2 PM sound?

Best, [Sender’s Name]

2. Sales Follow-Up After No Response

When following up after a no-response sales pitch, you want to either reiterate your previous offer in a fresh way or provide new value and information related to that offer. In any case, remember to keep your follow-up after no response short and focused with a clear CTA.

Example

Subject: Quick question about boosting your team's productivity

Hey [Recipient’s Name],

Hope you’re doing great! I reached out last week about our project management tool, but I know how crazy inboxes can get.

I just wanted to share a quick win: Our latest client saw a 40% increase in team productivity within the first month of implementation.

I'd love to show you how we could achieve similar results for your team. Do you have 15 minutes this week for a quick demo?

You can book a time that works for you here: [Calendar Link]

Looking forward to connecting!

Cheers, [Sender’s Name]

3. Following Up After a Job Interview

While it’s ideal to send follow-up emails after about three days on average, job interview follow-ups are best after 24-48 hours. In your message, observe the following best practices:

• Thank the interviewer for taking the time to chat

• Reinforce your interest and qualifications

• Address any points you forgot to mention

• Offer additional information if needed

Example

Subject: Thanks for the interview - excited about the opportunity!

Hi there [Recipient’s Name],

Thank you for taking the time to meet with me yesterday regarding the Marketing Manager position. I really enjoyed our conversation and am even more excited about the opportunity to join your team.

Your insights into the company's plans for expanding into new markets align perfectly with my experience in launching successful international campaigns.

I've attached a brief overview of a relevant project I led, which I thought might interest you.

Please don't hesitate to reach out if you need any additional information. I look forward to hearing about the next steps in the process.

Best regards, [Sender’s Name]

4. After Sending a Proposal

Restate the value of your proposal in your follow-ups and offer to clarify any point or answer questions recipients might have. Wrap things up by suggesting a specific time to discuss the next steps.

Example

Subject: Next steps for your marketing strategy proposal

Hi [Recipient’s Name],

Just touching base to see if you've had a chance to review the marketing strategy proposal I sent over last week. I'm excited about the potential impact it could have on your Q4 growth goals.

I wanted to check in to see if you have any questions or need any clarification on the proposed strategies. I'd be happy to walk you through any aspects of the plan in more detail.

Would you be available for a 30-minute call this Thursday at 10 AM to discuss your thoughts and potential next steps?

Looking forward to your feedback!

Best, [Sender’s Name]

5. Re-engaging a Cold Lead

To re-engage a cold lead via a follow-up, start by acknowledging the communication gap and immediately provide a compelling reason for recipients to re-engage. Most importantly, keep your message tone light and non-pushy for the best outcomes.

Example

Subject: We've made some changes I think you'll love

Hey [Recipient’s Name],

It's been a while since we last connected, and I wanted to reach out because we've made some exciting updates to our service that I think could be a game-changer for you.

Based on our previous conversations about your need for better data visualization, we've launched a new dashboard feature that's receiving rave reviews. It's helping companies like yours save an average of 5 hours per week on reporting.

I'd love to give you a quick tour of the new features. No pressure at all, but if you're interested, just hit reply and we can set up a time that works for you.

Hope all's well on your end!

Cheers, [Sender’s Name]

6. Following Up on a Content Collaboration Request

Start by reminding prospects about your initial request. Then, reiterate mutual benefits, making sure to provide specifics about your offer. The goal is to make it super easy for prospects to say yes to your offer.

Example

Subject: Quick follow-up on guest post collaboration

Hi [Recipient’s Name],

Hope you’re doing great! I reached out last week about the possibility of contributing a guest post to your blog on "10 Email Marketing Trends for 2025."

I know you're always looking for fresh, valuable content for your readers, and I believe this piece would be a great fit. It would offer actionable insights based on the latest industry data and my decade of experience in the field.

To make this as easy as possible for you, I've attached a detailed outline of the proposed post. Would you be open to me writing this piece for your blog? If so, I can have the full draft to you within two weeks.

Looking forward to your thoughts!

Best, [Sender’s Name]

7. Requesting Feedback After a Demo or Product Trial

Start by thanking recipients for their time. Then, shoot straight by asking for specific feedback and addressing any concerns they mentioned. Remember to outline clear next steps and offer additional resources or support.

Example

Subject: Your feedback on the [Product] trial?

Hi [Recipient’s Name],

Did you find the [Product] trial useful last week? Thanks again for taking the time to explore our platform.

I'm curious to hear your thoughts. What features stood out to you? Did you encounter any challenges? Your feedback is invaluable as we continually refine our product.

I remember you mentioned concerns about integration with your current CRM. I've attached a guide that walks through the integration process step-by-step.

Are you ready to move forward with implementation, or do you need more information? I'm happy to hop on a quick call to address any lingering questions or discuss the next steps.

Let me know what works best for you!

Best regards, [Sender’s Name]

Common Mistakes to Avoid When Sending Follow-Ups

Even the best email senders can slip up. That’s why it’s important to constantly check your approach against common pitfalls to ensure your follow-ups remain on track.

Here's a table of typical mistakes to help you do just that:

How QuickMail Can Help You Automate Your Follow-Ups

Now that you have follow-up email templates to get you started, the natural next step is to automate these follow-ups for scale.

The problem most senders face at this point is losing the human touch. After all, the more emails you automate, the less personal your message is right? Not with a cold email platform like QuickMail.

With QuickMail, you can craft multi-step campaigns that automatically nudge prospects at the perfect time — and feel personal to each prospect. All you have to do is add your unique value propositions and CTAs to each step for fresh, engaging follow-ups.

Even better, QuickMail knows when to back off. If a prospect replies, they're automatically removed from the campaign, so they don’t get those awkward double-emails.

How about team coordination? QuickMail lets you add unlimited users to your account — at no extra cost — while keeping everyone in sync with a helpful audit log.

Plus, QuickMail automatically optimizes your campaigns for higher deliverability using auto-warmer and inbox rotation to spread your send volume. This means your follow-ups consistently hit inboxes, not spam folders.

Want to test things out before committing? QuickMail offers a risk-free 14-day free trial!

Frequently Asked Questions

How do you politely follow up on an email?

Keep it friendly and brief. Start with a polite greeting and acknowledge their busy schedule. Then, gently remind them of your previous email while keeping your tone courteous and professional.

For example, “I hope you’re doing well. I wanted to follow up on my previous email about [topic].”

How to follow up on an email after no response?

Wait a few days before following up. Start with a light, friendly greeting. Then, reference your last email in a new, refreshing way.

Dive in deeper by reiterating your value proposition and close strong with a clear call to action. Finally, keep it all short and sweet for maximum appeal.

What not to say in a follow-up email?

There are quite a lot of comments and practices to avoid in follow-up emails. Just a few of them include:

1. Skip the "unsubscribe" threats

2. Don't repeat your original email verbatim

3. Steer clear of lengthy explanations or apologies

4. Avoid guilt trips or passive-aggressive comments

Ready to Skyrocket Your Responses with Follow-Ups?

Follow-up emails keep your messages at the top of your mind in a world of constant distractions. Saying just the right thing in your follow-ups turns that attention into opportunities for more conversations.

QuickMail is committed to helping you navigate every stage in your follow-ups (almost) effortlessly — and at affordable pricing plans.

Ready to start sending exceptional follow-up emails that prompt replies? Start your free QuickMail trial today!