How to Write a Cold Email Follow-Up That Gets Results

Cold emailing is a powerful tool for connecting with potential clients and partners, but it often requires more than just one email. A well-crafted follow-up can significantly increase your chances of getting a response. This article will guide you through the process of writing effective cold email follow-ups that re-engage prospects, demonstrate value, and ultimately drive conversions. We’ll cover everything from timing and tone to specific strategies and examples you can use right away.

Here’s what we’ll cover:

• Determining the Optimal Timing and Frequency
• Crafting Compelling Subject Lines for Follow-Ups
• Adding Value in Your Follow-Up Emails
• Refining Your Call to Action for Higher Engagement

Determining the Optimal Timing and Frequency

One of the most crucial aspects of a successful cold email follow-up is timing. Sending your follow-up too soon might come across as pushy, while waiting too long could lead your prospect to forget about your initial email. Finding the sweet spot is essential for maximizing engagement.

Initial Follow-Up: The 3-Day Rule

A good starting point is to send your first follow-up approximately 3 business days after your initial email. This timeframe allows your prospect enough time to review their inbox without feeling overwhelmed by your persistence. Weekends can disrupt this cadence, so factor those in when calculating your follow-up date. If you sent the initial email on a Thursday, consider sending the follow-up the following Tuesday.

Example:

• Initial Email Sent: Monday at 9:00 AM
• First Follow-Up: Thursday at 10:00 AM

Subsequent Follow-Ups: The 5-7 Day Interval

For subsequent follow-ups (if you choose to send more than one), extend the interval to 5-7 business days. This shows that you’re still interested in connecting but aren’t being overly aggressive. Each follow-up should offer something new or rephrase your value proposition in a slightly different way. Avoid simply repeating the same message.

Example:

• Initial Email Sent: Monday, October 28th at 9:00 AM
• First Follow-Up: Thursday, October 31st at 10:00 AM
• Second Follow-Up: Wednesday, November 6th at 11:00 AM
• Third Follow-Up: Tuesday, November 12th at 9:30 AM (Final attempt)

Determining the Right Frequency

The optimal number of follow-up emails varies depending on your industry, target audience, and the value proposition you’re offering. However, a general rule of thumb is to send no more than 3-4 follow-up emails in total. After that point, the likelihood of getting a response diminishes significantly, and you risk annoying your prospect.

It’s crucial to track your results and analyze what’s working and what’s not. Use a CRM or hubspot-email-marketing-tactics-to-boost-roi/" class="internal-link" title="3 Hubspot Email Marketing Tactics to Boost ROI">email marketing tool to monitor open rates, click-through rates, and response rates for your follow-up emails. This data will help you refine your timing and frequency over time.

Example: Using Google Analytics to track campaign performance

If you include links to your website or landing page in your emails, you can use Google Analytics to track the performance of your cold email campaigns. To do this effectively, you need to use UTM parameters. UTM parameters are tags you add to your URL to track the source, medium, and campaign name of your traffic.

https://www.example.com/landing-page?utm_source=cold_email&utm_medium=email&utm_campaign=lead_generation_october

In this example:

• utm_source=cold_email indicates that the traffic is coming from a cold email campaign.
• utm_medium=email specifies that the medium is email.
• utm_campaign=lead_generation_october identifies the specific campaign.

You can then view this data in Google Analytics under the “Acquisition” > “Campaigns” > “All Campaigns” report. This will give you insights into which campaigns are driving the most traffic and conversions. This allows you to see the impact of different follow-up strategies.

Expert Tip: Consider A/B testing different follow-up schedules to see what works best for your target audience. For example, test sending one follow-up after 3 days and another after 7 days versus sending one after 5 days and another after 10 days. Track the results to identify the optimal schedule.

Crafting Compelling Subject Lines for Follow-Ups

Your subject line is the gatekeeper to your email. If it doesn’t capture attention and pique curiosity, your email will likely end up in the trash. Crafting compelling subject lines is even more critical for follow-up emails, as you need to re-engage a prospect who has already seen (and possibly ignored) your initial message.

Referencing the Previous Email

One effective strategy is to directly reference your previous email. This reminds the prospect that you’ve already made an attempt to connect and creates a sense of familiarity. You can use phrases like:

• “Following up on my previous email”
• “Re: [Original Subject Line]”
• “A quick follow-up from [Your Name/Company]”

While these subject lines are straightforward, they can be effective in reminding the prospect of your initial communication. However, to truly stand out, you’ll need to go beyond the basics.

Creating Curiosity and Intrigue

Another powerful approach is to create curiosity and intrigue in your subject line. This can entice the prospect to open your email to find out more. Here are some examples:

• “Quick question about [Prospect’s Industry/Company]”
• “An idea to improve [Prospect’s Pain Point]”
• “Is [Specific Metric] a priority for you?”

These subject lines are more engaging because they hint at a potential benefit or solution without giving everything away. The prospect is left wondering what the question, idea, or metric is, prompting them to open the email.

Personalizing the Subject Line

Personalization can significantly improve your open rates. Use the prospect’s name, company name, or specific details about their business in your subject line. This shows that you’ve done your research and aren’t sending a generic email.

Example:

• “John, a quick thought on [Company Name]’s marketing strategy”
• “Saw your recent post on [Topic] – wanted to connect”
• “[Prospect’s Name], ideas for boosting sales in Q4”

A/B Testing Your Subject Lines

The best way to determine which subject lines resonate with your target audience is to A/B test different options. Send a small batch of emails with one subject line and another batch with a different subject line. Track the open rates and response rates to see which subject line performs better.

Example: A/B Testing in Mailchimp

Mailchimp allows you to easily A/B test subject lines when creating a campaign. When setting up your campaign, select the “A/B Test” option. You can then specify the two subject lines you want to test and the percentage of your audience that will receive each version.

After sending the campaign, Mailchimp will automatically track the open rates and select the winning subject line based on your criteria. It will then send the winning subject line to the remaining portion of your audience.

Subject Lines to Avoid

Certain types of subject lines are likely to trigger spam filters or turn off prospects. Avoid using:

• Excessive capitalization (e.g., “URGENT!”)
• Exclamation points (e.g., “Amazing offer!”)
• Spammy words (e.g., “Free,” “Guaranteed,” “Best price”)
• Vague or misleading subject lines (e.g., “Just checking in”)

Example of effective vs. ineffective subject lines:

Ineffective Subject Line	Effective Subject Line
Following Up	Following up on [Project Name] Proposal
Checking In	Ideas to Improve [Specific Metric] at [Company Name]
Free Consultation	Question about [Industry] Trends

Expert Tip: Keep your subject lines concise and to the point. Aim for around 5-7 words to ensure they’re easily readable on mobile devices. Mobile optimization is crucial, as many prospects will be checking their email on their phones.

Adding Value in Your Follow-Up Emails

The key to a successful follow-up email is to provide additional value beyond your initial message. Don’t just rehash what you already said. Offer new information, resources, or insights that will genuinely benefit your prospect. This shows that you’re not just trying to sell something but are truly interested in helping them.

Sharing Relevant Content

One of the easiest ways to add value is to share relevant content that addresses your prospect’s pain points or interests. This could be a blog post, a case study, an industry report, or even a helpful tool or template.

Example:

Hi [Prospect’s Name],

I hope you’re having a productive week.

Following up on my previous email regarding our marketing automation solutions. I came across this recent report on the latest trends in B2B marketing and thought you might find it interesting:

[Link to Industry Report]

It highlights some key strategies for improving lead generation and customer engagement, which aligns with what we discussed in my previous email.

Let me know if you have any questions or if you’d like to schedule a quick call to discuss how we can help you implement these strategies.

Best regards,

[Your Name]

In this example, you’re not just reminding the prospect about your previous email but also providing them with a valuable resource that’s relevant to their industry and needs.

Offering a Free Trial or Demo

If you’re selling a product or service, consider offering a free trial or demo in your follow-up email. This allows your prospect to experience the value of your offering firsthand and can significantly increase their likelihood of converting.

Example:

Hi [Prospect’s Name],

Just wanted to follow up on my previous email about our project management software.

To give you a better sense of how our software can streamline your team’s workflow and improve productivity, I’d like to offer you a free 14-day trial.

You can sign up here: [Link to Free Trial]

During the trial, you’ll have access to all of our features and dedicated support to help you get started.

Let me know if you have any questions or if you’d like me to walk you through the platform.

Thanks,

[Your Name]

Providing a Personalized Solution

Instead of just talking about your product or service in general terms, try to personalize your solution to the prospect’s specific needs and challenges. Show that you’ve taken the time to understand their business and are offering a tailored approach.

Example:

Hi [Prospect’s Name],

Following up on my previous email regarding our cybersecurity services.

I noticed on your website that you’re using [Specific Technology] for your customer database. While this is a great platform, it can be vulnerable to certain types of attacks.

We specialize in securing [Specific Technology] environments and can help you implement the necessary safeguards to protect your sensitive data.

I’ve attached a case study of how we helped a similar company in your industry strengthen their cybersecurity posture.

Would you be open to a brief discussion to explore how we can help you?

Best,

[Your Name]

Offering a Discount or Incentive

A well-timed discount or incentive can be a great way to nudge a hesitant prospect over the line. Consider offering a limited-time discount, a free upgrade, or another perk to sweeten the deal.

Example:

Hi [Prospect’s Name],

Just following up on my previous email about our content marketing services.

To help you get started, I’d like to offer you a 20% discount on your first month of service.

This is a limited-time offer, so please let me know if you’re interested in taking advantage of it by [Date].

We’re confident that our content marketing services can help you drive more traffic, generate more leads, and ultimately grow your business.

Looking forward to hearing from you.

Thanks,

[Your Name]

Avoiding “Just Checking In”

The phrase “just checking in” is a common but often ineffective follow-up tactic. It doesn’t provide any value to the prospect and can come across as lazy and uninspired. Always strive to offer something new and meaningful in your follow-up emails.

Expert Tip: Use LinkedIn to research your prospect and their company. This can give you valuable insights into their needs, challenges, and interests, allowing you to tailor your follow-up emails more effectively. Mentioning something specific you learned from their LinkedIn profile can show that you’ve done your homework.

Refining Your Call to Action for Higher Engagement

Your call to action (CTA) is the most important part of your follow-up email. It tells the prospect exactly what you want them to do next. A weak or unclear CTA can significantly reduce your chances of getting a response, even if the rest of your email is well-crafted. Refining your CTA to be clear, concise, and compelling is essential for driving engagement.

Clarity and Specificity

Your CTA should be crystal clear about what you want the prospect to do. Avoid vague or ambiguous language. Instead, use specific and actionable verbs that tell the prospect exactly what to do next. Also, limit to one primary CTA per email to avoid confusing the recipient. Multiple CTAs can dilute the focus and reduce the likelihood of any action being taken.

Examples of Clear CTAs:

• “Schedule a 15-minute call”
• “Download the free guide”
• “Reply to this email to learn more”
• “Visit our website to start your free trial”

Making it Easy to Respond

The easier you make it for the prospect to respond, the more likely they are to do so. Reduce friction by providing direct links to scheduling tools, forms, or landing pages. If you want them to reply to your email, ask a specific question that’s easy to answer. Avoid open-ended questions that require a lot of thought and effort.

Example: Using Calendly to schedule meetings

Instead of asking the prospect to propose a time for a call, provide them with a direct link to your Calendly scheduling page. This allows them to quickly and easily see your availability and book a time that works for them.

Your Calendly link might look something like this:

https://calendly.com/yourname/15-minute-call

By including this link in your CTA, you’re removing the back-and-forth of email scheduling and making it as easy as possible for the prospect to book a call.

Creating a Sense of Urgency

Creating a sense of urgency can motivate prospects to take action sooner rather than later. However, be careful not to be too pushy or aggressive. Use urgency sparingly and only when it’s genuine.

Examples of CTAs with Urgency:

• “Claim your discount before it expires”
• “Register for the webinar today”
• “Limited spots available – sign up now”

Offering a Choice

While it’s generally best to focus on one primary CTA, you can sometimes offer a secondary option to give the prospect a choice. This can be especially effective if you’re unsure what the prospect is most interested in. The primary CTA should still be the one you most want them to take.

Example:

Would you be open to a quick 15-minute call to discuss your marketing goals?

If not, I’m happy to send you a free copy of our latest ebook on lead generation.

A/B Testing Your CTAs

Just like with subject lines, A/B testing your CTAs can help you identify which wording and approaches resonate best with your target audience. Test different variations of your CTA and track the click-through rates and conversion rates to see which performs better.

Example: A/B Testing CTA button text using Google Optimize

If your CTA is a button on a landing page, you can use Google Optimize to A/B test different button text. For example, you could test “Get Started Now” versus “Learn More.”

Here’s a simplified overview:

• Set up Google Optimize on your website
• Create a new experiment in Google Optimize
• Define your objective (e.g., button clicks)
• Create different variations of your button text
• Specify the percentage of traffic to allocate to each variation
• Run the experiment and track the results

Google Optimize will then show you which button text is driving the most clicks and conversions.

Final Follow-Up: The “Break-Up” Email

If you’ve sent several follow-up emails without getting a response, consider sending a final “break-up” email. This is a polite way of acknowledging that the prospect may not be interested and allows you to close the loop.

Example:

Hi [Prospect’s Name],

I’ve reached out a few times regarding our [Product/Service] and haven’t heard back, so I’m going to assume this isn’t a priority for you right now.

If things change in the future, please don’t hesitate to reach out.

Thanks for your time.

Best regards,

[Your Name]

This email serves two purposes: it closes the loop politely and can sometimes even elicit a response from prospects who were simply busy or forgot to reply earlier.

Expert Tip: Track your CTA performance diligently. Use tools like Google Analytics or your email marketing platform to monitor click-through rates and conversion rates. This data will help you identify which CTAs are most effective and optimize your follow-up emails accordingly.