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Follow-ups in cold emails
Aleksei Puhachov
by Aleksei Puhachov
Follow-ups in cold emails

The Importance and Best Practices of Follow-ups in Cold Email Campaigns: A Detailed Guide


The main problem with cold emails is ignoring our letters, which does not bring any effect as a result.

In this article, we'll explain why one email isn't enough to generate leads and close a deal. We will also tell you how many follow-up emails should be and how to write them.



Why is it important to use follow-up email series?


Let's say you've developed a sales script and a commercial proposal. You have found a database of potential customers and sent them the first "Introduction" letter. And it would seem that you did everything right, but you did not get the expected result.


What is the problem? As statistics show, companies often refuse the first contact, and even the second and third. As studies show, to ensure the successful completion of the transaction, we need a fourth and fifth contact.


Only a few selling companies reach the fifth attempt, and they are often successful. The mere fact of contact does not guarantee sales, but with the right content and frequency of hits, you can achieve the coveted result.


Let's analyze the basic rules for using and writing follow-up emails:


After the presentation.


1-2 days after you presented your product in an "Introduction" letter or life, for example, at an exhibition or conference. Write a follow-up letter, for example, thanking you for your time or discussing the client's pain points.

Important!  Add a call to action. The recipient must understand what you want from him


Extension of the shipping date.

This action is relevant when working with large companies, or when selling expensive products.

Since it is not always possible to contact the owner or director of the company directly, you need to take the time to familiarize the rest of the employees with the product. Give the client enough time to discuss the deal with the team.

Thus, the sales cycle is extended. Plan to send a follow-up email 4-5 days after your presentation.


Lack of response.

It should be remembered that not everyone may be interested in your product, no matter how unpleasant it may sound. But there are still ways to reconnect. You can offer additional resources or even a discount on a product.

You can also ask if the offer still stands. Sometimes a simple question can spur the recipient into action. Try it, improvise.

Such a message can be sent about a week after the previous letter.



If there was no response to your series of follow-up emails, then you should say goodbye to a potential client. The last email might be a message that you are removing him from your customer base or asking "When is it convenient for you to chat?"


Say what you want.

The essence of follow-up messages is not persistence, which can annoy the client. It is necessary to attract the client, not scare him away.

Your emails should contain a call to action and a proposal that should be as concise and clear as possible. Keep in mind that your clients may be busy people who may receive dozens of emails a day. Save your and others time.


Personalize the letter.


It's always a good idea to add snippets to the body and subject line of your email. By addressing by name, you increase the chances that your letter will be received by the interested person, as well as increase the effectiveness of your actions, which is more likely to lead to the desired result.


Remind yourself of context.

When writing a letter, you should assume that the person does not remember you or your offer. Try to unobtrusively and briefly recall where you met (for example, at an exhibition) or about the offer that you made in the first letter. Highlight moments so that the person remembers you.


Image of an expert.

Remember that you are a professional. Your client is not.

Therefore, it is worth creating and maintaining the image of an expert so that the recipient has confidence in you.

Use terms that are specific to your industry.

Also, do not forget about literacy and readability. The letter should be easy to read and free of grammatical errors. One mistake can spoil your opinion of yourself.


Choose the right time to send it.

To increase the speed of response to your letters, send emails during business hours, and be sure to check the recipient's time zone.

Also, pay attention to what days messages receive the maximum response. If you send a letter to corporate mail on Sunday, you will have very little chance of getting a quick response.


Finally, make your follow-up emails useful to the potential client. The purpose of these emails is to increase interest in your offer.