The silences after a first exchange can sometimes seem endless. Yet, a simple follow-up email can reignite a discussion, unblock a situation, or even turn a hesitant prospect into an engaged client. More than just a formality, follow-up is therefore a tool not to be overlooked. When should it be sent? How to write it for maximum effectiveness? This article explores the best practices and provides a few examples for engaging follow-up emails.
Understanding the importance of follow-up
If you’re thinking of an aggressive follow-up type, think again. The follow-up email is a message meant to maintain contact, or even encourage action in certain cases. It’s a gentle and respectful way to remind the person with whom you have already exchanged. It could be to communicate after a lack of response, to thank after a meeting, to remind about an appointment, to request a response, to share additional information, etc.
The follow-up is an excellent way to:
- Maintain engagement – Following up with a prospect or client keeps your business in their mind.
- Seize opportunities – After an initial contact, well-executed follow-up can lead to a real conversion.
- Strengthen the client or partner relationship – Follow-up messages show particular attention and professional seriousness.
When to send a follow-up email?
As always, timing is a key factor. Sending a follow-up email too early can seem pushy, while doing it too late can make the message lose its meaning.
Here are some common scenarios and the appropriate frequency:
- After a meeting, interaction, or specific event, send the follow-up within 24 to 48 hours to show you are attentive and responsive.
- After an initial commercial proposal, wait two to three days before following up to remain present in the recipient’s mind without stressing them out.
- Without a response to an initial email, wait about three to five days, then send a reminder.
- Following a purchase or interaction, wait about a week before asking for feedback or a review.
The right timing depends on the context, but the essential thing is not to let too much time pass, for fear of losing the initial momentum.
8 essentials for a good follow-up email
1) Define the follow-up objective
The purpose of the follow-up influences the email structure, the tone used, and the call to action. For example, a follow-up email may aim to obtain an answer to a specific question, schedule a meeting or gather feedback on a product.
Setting this objective from the start creates a targeted email, relevant and suitable to the recipient’s expectations.
2) A catchy subject line
The subject line of a follow-up should be well-thought-out. It must capture attention without seeming intrusive or desperate. It should subtly remind of the reason for contact while making the recipient want to open the email, for example:
“Let’s continue our discussion on [subject],” or “Updates on our project.”
3) A personalized introduction
Never start a follow-up email with overly general phrases like “I am writing to remind you…”. Instead, start personally:
“Hello [Name], I hope you have been well since our last discussion.”
“Hello [Name], I wanted to thank you for your time during our last meeting.”
A cordial and respectful tone breaks the ice and reintroduces the conversation without seeming pushy.
4) A reminder of the context
Your interlocutor has probably received several emails since your last exchange. Briefly remind them of the main subject of your first interaction to put things back in perspective:
“During our meeting on [date], we discussed [subject], and I wanted to ensure you received the information I sent you.”
A concise yet clear reminder helps contextualize the email while refreshing the recipient’s memory.
5) Providing value
A follow-up email is not just a request for a response. It should provide something extra, whether it’s information, a useful resource, or advice:
“Following our exchange, I thought this report might interest you.”
“I’ve included a link to a recent study on [subject], which might illuminate our discussion.”
This shows you genuinely care about your interlocutor’s needs and are there to help.
6) A clear call to action
Your follow-up message must have a clear and visible CTA. It could be an invitation to schedule an appointment, answer a question, or check out additional information.
Be precise in your requests but always leave an option for the recipient to refuse or suggest an alternative.
7) A positive closing
Always end on a positive and respectful note. The idea is to show that you are open and available, without forcing a response:
“I am available should you have any questions.”
“I look forward to hearing from you.”
This closing keeps the conversation open while leaving the initiative to your interlocutor.
The art of the persistent yet non-intrusive follow-up
A good follow-up email should strike a balance between persistence and respect for the other person’s time.
To conclude, here are a few tips to avoid being too heavy and pushy:
- Alternate formats – If your first email goes unanswered, consider a phone call or a message via LinkedIn.
- Space out follow-ups – Do not follow up every two days. Give your recipient time to respond. Generally, a follow-up after a week is sufficient.
- Do not exceed three follow-ups – After three attempts without a response, it’s best to move on. Too much persistence can harm your professional image.
You are now equipped to send the best follow-ups!
