What makes a good how to email a follow up email?

How to Email a Follow-Up Email: A Comprehensive Guide

Crafting a compelling follow-up email is an art. It’s more than just a reminder; it’s an opportunity to reinforce your message, demonstrate your commitment, and ultimately, achieve your desired outcome. This guide provides practical strategies and concrete examples to help you write effective follow-up emails that get results, focusing on timing, content, and techniques that maximize engagement.

Table of Contents:

Timing is Everything: When and How Often to Follow Up
Crafting the Perfect Subject Line for Follow-Up Emails
Body Content: Reiterating Value and Offering Solutions
Measuring Success: Tracking Engagement and Refining Your Approach

Timing is Everything: When and How Often to Follow Up

The effectiveness of a follow-up email hinges significantly on its timing. Sending it too soon might seem pushy, while waiting too long could lead to your initial message being forgotten. There’s no one-size-fits-all answer, but understanding the nuances of different scenarios will drastically improve your chances of success. This section breaks down optimal follow-up times across various situations and the rationale behind them.

Initial Inquiry Follow-Up: Striking the Right Balance

When you’ve reached out to someone for the first time, whether it’s a potential client, a recruiter, or a connection request, the follow-up timing is crucial. A general rule of thumb is to wait 3-5 business days before sending a follow-up. This allows the recipient ample time to review your initial message without feeling pressured.

Example 1: Following up after a job application.

Let’s say you applied for a software engineer position on Monday. A suitable follow-up would be sent either Thursday or Friday of the same week. This demonstrates your continued interest without being overbearing.

Subject: Following Up on Software Engineer Application - [Your Name]

Dear [Hiring Manager Name],

I hope this email finds you well.

I am writing to follow up on my application for the Software Engineer position, which I submitted on Monday. I am very enthusiastic about the opportunity and believe my skills and experience align well with the requirements outlined in the job description.

I am particularly interested in [mention a specific aspect of the role or company]. I would welcome the opportunity to discuss my qualifications further.

Thank you for your time and consideration.

Sincerely,

[Your Name]

Example 2: Following up on a sales inquiry.

If you’ve sent a sales inquiry or proposal, a slightly more urgent follow-up timeframe may be appropriate. Consider 2-3 business days. The recipient might be evaluating multiple options, so a timely follow-up can keep you top-of-mind.

Subject: Following Up on [Product/Service] Proposal

Dear [Contact Person],

I hope this email finds you well.

I'm following up on the [Product/Service] proposal I sent on [Date]. I wanted to see if you had any initial questions or require any further information.

We are confident that [Product/Service] can significantly benefit your company by [mention key benefits].

Please let me know if you’d like to schedule a brief call to discuss this further.

Best regards,

[Your Name]

Post-Meeting Follow-Up: Reinforcing Key Takeaways

The window for following up after a meeting is much shorter. Ideally, send a thank-you email within 24 hours. This reinforces your appreciation, reiterates key discussion points, and sets the stage for next steps.

Example 3: Following up after a client meeting.

Subject: Following Up on Our Meeting Today

Dear [Client Name],

Thank you for taking the time to meet with me today. I enjoyed our discussion about [Project/Topic].

Just to recap, we agreed on the following next steps:

[Action Item 1]
[Action Item 2]


I will be in touch again on [Date] to [Specific Task].  Please let me know if you have any questions in the meantime.

Sincerely,

[Your Name]

The Persistence Principle: Knowing When to Stop

While consistent follow-up is important, it’s equally crucial to know when to stop. Bombarding someone with emails will likely backfire. A good rule of thumb is to limit follow-ups to 2-3 emails over a period of 1-2 weeks, depending on the context. If you haven’t received a response after that, it’s best to respect their decision and move on.

Example 4: The final follow-up email.

Subject: Following Up One Last Time - [Original Subject]

Dear [Contact Name],

I'm reaching out one last time regarding [Original Topic]. I understand you're busy, but I wanted to ensure this didn't get lost in your inbox.

If you're not interested, that's perfectly fine.  A quick "not interested at this time" would be greatly appreciated.

Thank you for your time and consideration.

Best regards,

[Your Name]

Expert Tip: Use a CRM or task management system to schedule your follow-up emails. This ensures you don’t miss deadlines and helps you track your communication history.

Crafting the Perfect Subject Line for Follow-Up Emails

The subject line is your email’s first, and often only, opportunity to grab the recipient’s attention. In a crowded inbox, a generic or unclear subject line will likely be overlooked. This section focuses on creating compelling subject lines that encourage opens and drive engagement in your follow-up emails.

Clarity and Conciseness: Getting Straight to the Point

Your subject line should immediately convey the purpose of your follow-up. Avoid vague phrases like “Checking In” or “Just Following Up.” Instead, be specific about the topic you’re referencing.

Example 1: Clear and concise subject lines.

Compare these options:

Bad: Checking In
Better: Following Up on Marketing Proposal
Best: Following Up on Marketing Proposal – [Your Company Name]

The “Best” option provides the most clarity and includes your company name for easy recognition.

Referencing Previous Communication: Providing Context

If you’re following up on a previous email or conversation, explicitly reference it in your subject line. This helps the recipient quickly recall the context and understand the purpose of your email.

Example 2: Referencing previous communication.

Following Up on Our Meeting Last Tuesday
Re: Project Proposal – Next Steps
Following Up on Demo Request for [Product Name]

These subject lines instantly remind the recipient of your previous interaction.

Personalization: Making it Relevant

Personalizing your subject line can significantly increase open rates. Use the recipient’s name, company name, or other relevant details to make the email feel more tailored and less generic.

Example 3: Personalizing the subject line.

[Recipient Name], Following Up on Our Conversation
[Company Name], Potential Synergies with [Your Company]
[Product Name] Follow-Up – Addressing Your Questions

Avoid over-personalization, which can come across as creepy or insincere. Stick to information that you already know and that is relevant to the purpose of your email.

Creating a Sense of Urgency: Encouraging Immediate Action

In certain situations, creating a sense of urgency in your subject line can be effective. However, use this tactic sparingly and only when genuinely applicable. False urgency can damage your credibility.

Example 4: Creating a sense of urgency.

Limited-Time Offer: [Discount] Ends Friday
Urgent: Following Up on Time-Sensitive Proposal
Action Required: Review and Approve Contract by [Date]

Expert Tip: A/B test your subject lines to see which ones perform best. Use email marketing tools to track open rates and engagement for different subject line variations.

Body Content: Reiterating Value and Offering Solutions

The body of your follow-up email is where you reinforce the value you offer and guide the recipient towards the desired action. It’s not enough to simply remind them of your previous communication; you need to provide additional context, address potential concerns, and make it easy for them to respond. This section details strategies for crafting compelling body content that achieves these goals.

Reiterate the Purpose: Briefly Remind the Recipient

Start by briefly reminding the recipient of your previous communication and the purpose of your follow-up. Avoid simply saying “Just checking in.” Be specific about what you’re following up on and why it’s important.

Example 1: Clearly stating the purpose.

Instead of:

Just checking in to see if you had a chance to review my previous email.

Try:

I’m following up on the proposal I sent on [Date] regarding our marketing services. I wanted to see if you had any initial questions or require any further information.

Reinforce Value: Highlight Key Benefits and Solutions

Reiterate the key benefits of your product, service, or proposal. Focus on how you can solve the recipient’s problems or help them achieve their goals. Provide concrete examples or data to support your claims.

Example 2: Highlighting key benefits.

If you’re selling project management software, you might say:

Our software can help you streamline your workflow, reduce project completion time by 20%, and improve team collaboration. We’ve helped companies like [Client Name] achieve similar results.

Quantifiable benefits and social proof make your claims more credible.

Address Potential Concerns: Show You’re Listening

Anticipate and address any potential concerns the recipient might have. This shows that you’re proactive and that you’ve considered their perspective. If you know they’re price-sensitive, for example, you might offer a discount or payment plan.

Example 3: Addressing potential concerns.

If you’re selling a subscription service, you might say:

I understand that you may be concerned about the long-term commitment. We offer a flexible subscription model with no long-term contracts and a 30-day money-back guarantee. This allows you to try our service risk-free and see if it’s the right fit for your needs.

Clear Call to Action: Make it Easy to Respond

End your email with a clear and concise call to action. Tell the recipient exactly what you want them to do next. Make it as easy as possible for them to respond. Provide specific options, such as scheduling a call, visiting a website, or reviewing a document.

Example 4: Clear call to action.

Instead of:

Let me know what you think.

Try:

Would you be available for a brief call next week to discuss this further? You can schedule a time that works best for you using this link: [Scheduling Link]. Alternatively, feel free to reply to this email with your availability.

Expert Tip: Use a professional email signature with your contact information and a link to your website. This makes it easy for the recipient to learn more about you and your company.

Measuring Success: Tracking Engagement and Refining Your Approach

Sending follow-up emails is only half the battle. The real key to success lies in tracking your results and using that data to refine your approach. By monitoring key metrics, you can identify what’s working, what’s not, and make adjustments to improve your overall effectiveness. This section explores how to measure the success of your follow-up emails and use those insights to optimize your strategy.

Key Metrics to Track: Open Rates, Click-Through Rates, and Response Rates

The most important metrics to track for your follow-up emails are:

Open Rates: The percentage of recipients who opened your email. This indicates the effectiveness of your subject line.
Click-Through Rates (CTR): The percentage of recipients who clicked on a link in your email. This measures the engagement with your content and the relevance of your offer.
Response Rates: The percentage of recipients who replied to your email. This is the ultimate measure of success, indicating that your email prompted the desired action.

Most email marketing platforms (like Mailchimp, HubSpot, and Sendinblue) automatically track these metrics. If you’re sending individual emails, you can use email tracking tools like Yesware or Mailtrack to monitor opens and clicks.

Example 1: Analyzing email metrics.

Let’s say you sent 100 follow-up emails:

Metric	Value	Interpretation
Open Rate	30%	Subject line could be improved. Try different variations.
Click-Through Rate	5%	Content may not be engaging enough or the offer isn’t compelling.
Response Rate	2%	The overall message isn’t resonating. Requires significant revisions.

A/B Testing: Experimenting with Different Elements

A/B testing involves sending two different versions of your follow-up email to a subset of your recipients and comparing the results. This allows you to test different subject lines, body content, calls to action, and other elements to see which performs best.

Example 2: A/B testing subject lines.

You could test two subject lines:

Version A: Following Up on Marketing Proposal
Version B: [Company Name], Following Up on Marketing Proposal

Send each version to 50 recipients and track the open rates. If Version B has a significantly higher open rate, it’s likely the better option and you should use it for future follow-up emails to that segment.

Segmenting Your Audience: Tailoring Your Message

Not all recipients are created equal. Segmenting your audience based on factors like industry, job title, or previous interactions allows you to tailor your message for maximum impact. A generic follow-up email might not resonate with everyone, but a personalized message that addresses specific needs and interests is more likely to get a response.

Example 3: Segmenting your audience.

If you’re selling software to both small businesses and large enterprises, you might segment your follow-up emails to highlight different features and benefits. For small businesses, you might focus on affordability and ease of use. For large enterprises, you might emphasize scalability and integration capabilities.

Using Data to Refine Your Approach: Continuous Improvement

The key to maximizing the effectiveness of your follow-up emails is to continuously analyze your data and make adjustments. Track your metrics, experiment with different elements, and segment your audience to optimize your messaging. Over time, you’ll develop a deeper understanding of what works best for your specific audience and goals.

Example 4: Continuous improvement.

If you notice that your click-through rates are low, try revising your body content to make it more engaging and relevant. If your response rates are low, consider offering a more compelling incentive or simplifying your call to action.

Expert Tip: Don’t be afraid to experiment and try new things. The email landscape is constantly evolving, so it’s important to stay up-to-date on the latest trends and best practices.