Templates
Follow-up Sequence
Structured follow-up emails to re-engage prospects and keep deals moving.
Follow-up #1 (Day 3)
Subject: Re: [Original subject]
Hi [Name],
Wanted to bump this to the top of your inbox in case it got buried.
Quick recap: we help companies like yours [one-line value prop]. Thought it might be worth a conversation.
Any interest in a quick call?
[Your name]
Strategy: Keep it short and reference the original email. No new information needed.
Follow-up #2 (Day 6)
Subject: Thought this might help
Hi [Name],
I know you're busy, so I'll keep this quick.
I put together a quick case study on how [similar company] solved [problem]. Thought it might be relevant to what you're working on: [link or brief summary]
Worth 15 minutes to see if we could do something similar?
[Your name]
Strategy: Add value with a relevant resource. Shows you're helpful, not just selling.
Follow-up #3 (Day 10)
Subject: Different angle
Hi [Name],
I've been thinking about [Company] and had another thought.
[Different angle or observation—e.g., "I noticed you're hiring for sales roles. Usually that means pipeline is a priority, but the team is stretched." or "Saw your recent product launch—curious how you're planning to scale demand gen."]
Am I off base, or is this something you're actively thinking about?
[Your name]
Strategy: Change the angle. If the first approach didn't resonate, try a different hook.
Follow-up #4 (Day 14)
Subject: Timing?
Hi [Name],
I've reached out a few times—I'm guessing either:
1. This isn't a priority right now
2. You're the wrong person to talk to
3. You're interested but swamped
If it's #1 or #2, no worries—just let me know and I'll stop reaching out. If it's #3, I'm happy to work around your schedule.
Which is it?
[Your name]
Strategy: The "choose your own adventure" format gets replies because it's easy to respond with a number.
Follow-up #5 - Breakup (Day 21)
Subject: Closing the loop
Hi [Name],
I've tried reaching you a few times without luck, so I'll assume the timing isn't right.
I'll close the loop on my end, but if pipeline generation becomes a priority, feel free to reach out. I'm always happy to help.
Wishing you and [Company] a great [quarter/year].
[Your name]
Strategy: Breakup emails often get the highest response rates. The finality creates urgency.
Sequence Best Practices
- Mix channels: Add phone calls and LinkedIn touches between emails.
- Vary your value: Don't repeat the same pitch—offer new angles and resources.
- Space it out: 3-4 days between touches is optimal. Don't flood their inbox.
- Track opens: If they're opening but not replying, change your CTA.
- Respect the breakup: After the final email, wait 30-90 days before re-engaging.