Here's a stat that might surprise you: 80% of sales require 5+ follow-ups, but 44% of salespeople give up after just one. The fortune really is in the follow-up, yet most people quit too early or follow up poorly.
This guide includes 12 proven follow-up templates for every stage of your sequence, plus the psychology behind why they work.
The Golden Rule of Follow-Ups
Each follow-up should add new value or approach the conversation from a different angle. Simply asking "Did you see my last email?" isn't a follow-up, it's a guilt trip.
Follow-Up #1: The Value-Add
Template 1 Day 3
Hi {FirstName},
Following up on my note. Thought you might find this relevant: [link to case study/article/resource about their industry].
Shows how [similar company] solved [problem you address].
Worth a quick look? Happy to walk through how it might apply to {Company} if interesting.
Best,
{Your Name}
Follow-Up #2: The Social Proof
Template 2 Day 5
Hi {FirstName},
Quick update: we just helped [similar company in their space] achieve [specific result].
They were dealing with [similar challenge] before we started working together.
Is this on your radar at {Company}?
{Your Name}
Follow-Up #3: The Different Angle
Template 3 Day 8
Hi {FirstName},
Took a different approach: instead of telling you about us, I put together a quick analysis of [their company/industry/competitors].
Noticed a few things that might be worth discussing.
15 minutes to walk through it?
{Your Name}
Follow-Up #4: The Permission Nudge
Template 4 Day 11
Hi {FirstName},
Completely understand if timing is off or this isn't a priority right now.
Would it be helpful if I reached back out in a few months? Or if there's someone else at {Company} who handles [relevant area], happy to connect with them instead.
Either way, no pressure.
{Your Name}
Follow-Up #5: The Breakup Email
Template 5 Day 14
Hi {FirstName},
I'll keep this short: I've reached out a few times and haven't heard back.
Not sure if:
a) Timing is off
b) This isn't relevant to {Company}
c) You've been busy
Totally get it either way. This will be my last email unless you'd like to continue the conversation.
If things change, I'm here.
{Your Name}
Why These Work
- They add value: Each email offers something new, not just a reminder
- They're short: Nobody reads long follow-ups
- They give an out: Letting people say no reduces pressure and often gets more yeses
- They vary the approach: Different angles keep things fresh
- They create urgency: The breakup email often gets the highest response rate
Timing Your Sequence
Optimal spacing for a 7-email sequence:
- Day 1: Initial email
- Day 3: Follow-up #1
- Day 5: Follow-up #2
- Day 8: Follow-up #3
- Day 11: Follow-up #4
- Day 14: Breakup email
- Day 30: Re-engagement (new thread)
Let Us Handle Your Follow-Ups
Our sequences are battle-tested across thousands of campaigns. We know what works.
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