The Challenge
70% of sales emails never get a response. But 80% of deals require 5+ touchpoints. The follow-up is where persistence pays off—if done right.
Template 1: The Gentle Bump
Best for: First follow-up, 2-3 days after initial email
Subject: Re: [Original subject]
Hi [First Name],
Wanted to make sure this didn't get lost in the shuffle.
I know [pain point] is probably keeping you busy, which is exactly why I reached out. We've helped companies like [reference] solve this.
Worth a quick chat?
[Your name]Why it works: Short, acknowledges they’re busy, restates value.
Template 2: The Value Add
Best for: Second follow-up, add new information
Subject: Re: [Original subject]
Hi [First Name],
Since I haven't heard back, I wanted to share something that might be helpful regardless.
[Link to relevant case study, blog post, or resource]
It covers [specific topic relevant to their challenge]. No strings attached.
If you want to discuss how this applies to [Company], I'm happy to hop on a call.
[Your name]Why it works: Provides value without asking for anything. Builds goodwill.
Template 3: The Different Angle
Best for: Third follow-up, try new positioning
Subject: Re: [Original subject]
Hi [First Name],
I've been approaching this from a [original angle] perspective, but I'm wondering if [alternative angle] resonates more.
Specifically, I'm curious whether [Company] is dealing with:
- [Challenge A]
- [Challenge B]
- [Challenge C]
If any of these hit home, let me know which one and I'll share how we've helped others tackle it.
[Your name]Why it works: Shows you’re listening (to silence) and pivoting. Multiple options increase response likelihood.
Template 4: The Social Proof
Best for: When you have a relevant new case study
Subject: Re: [Original subject]
Hi [First Name],
Just wrapped up a project with [similar company] that I thought you'd find interesting.
They were dealing with [same challenge as prospect], and we helped them [specific result] in [timeframe].
Happy to walk you through exactly what we did if it's helpful.
[Your name]Why it works: Concrete results are hard to ignore. Similarity builds relevance.
Template 5: The Breakup Email
Best for: Final follow-up after 4-5 touches
Subject: Should I close your file?
Hi [First Name],
I've reached out a few times but haven't heard back, which usually means one of three things:
1. You're not the right person (if so, who should I talk to?)
2. Now's not the right time (when should I follow up?)
3. You're just not interested (totally fine, I'll stop reaching out)
Let me know which one it is and I'll act accordingly.
Either way, wishing [Company] continued success.
[Your name]Why it works: Creates urgency through “closing the file.” The three options make it easy to respond.
Template 6: The Permission-Based Follow-Up
Best for: Softer approach, relationship-focused
Subject: Re: [Original subject]
Hi [First Name],
I know I've sent a few emails, and I don't want to be that person who won't stop.
If this isn't a priority right now, just let me know and I'll check back in [timeframe].
Or if there's a better time to connect, I'm happy to wait until then.
What works best for you?
[Your name]Why it works: Respectful, gives them control, often prompts a polite reply.
Template 7: The Pattern Interrupt
Best for: Breaking through after traditional follow-ups fail
Subject: Monday 2pm vs Thursday 11am?
Hi [First Name],
15 minutes. That's it.
Monday at 2pm or Thursday at 11am - which works better?
If neither, shoot me your availability and I'll work around you.
[Your name]Why it works: Extremely short. Binary choice is easy to answer. Bold but respectful.
Follow-Up Best Practices
Timing
| Follow-up | Days After Previous |
|---|---|
| 1st | 2-3 days |
| 2nd | 4-5 days |
| 3rd | 7 days |
| 4th | 14 days |
| Breakup | 21-30 days |
Key Principles
- Reply to your original thread - Keeps context visible
- Keep getting shorter - Each follow-up should be shorter than the last
- Add value or change angle - Don’t just “bump”
- Don’t apologize - “Sorry to bother you” undermines your message
- Be human - Let personality show, especially in later follow-ups
What NOT to Do
- “Just checking in” - Empty, provides no value
- “Per my last email” - Passive-aggressive
- “Haven’t heard from you” - Obvious and guilt-trippy
- Long emails - Follow-ups should be shorter than originals
- Multiple CTAs - One ask per email
When to Stop
Stop following up when:
- They explicitly say no (respect it!)
- They’ve marked you as spam
- 6+ touchpoints with zero engagement
- The opportunity has clearly passed (they hired, chose competitor, etc.)
But consider:
- Switching channels (call, LinkedIn)
- Adding to a nurture track
- Re-engaging in 3-6 months with new value
Measuring Follow-Up Effectiveness
Track these metrics by email position:
| Position | Open Rate Benchmark | Reply Rate Benchmark |
|---|---|---|
| Email 1 | 45-55% | 5-10% |
| Email 2 | 35-45% | 3-7% |
| Email 3 | 30-40% | 2-5% |
| Email 4 | 25-35% | 2-4% |
| Breakup | 40-50% | 3-6% |
Note: Breakup emails often see higher engagement due to urgency.