So, you’ve sent a cold email. Maybe it was to a potential client, a company you want to work with, or even someone you admire in the industry. But now? Crickets. No reply. And you’re left wondering, “What do I do now?”
Here’s the good news: not hearing back isn’t the end of the road. In fact, follow-ups are where the magic happens. In this article, we’re going to walk through how to master cold email follow-ups—what to say, when to say it, and why you shouldn’t give up after that first email.
Let’s break it down, step by step, so you can go from being ignored to getting the response you’re hoping for.
Why Follow-Up Emails Matter
Picture this: You’re in the lunchroom at school, and you ask someone if they want to hang out after class. They might really want to, but they’re busy grabbing their food and totally forget to answer. You wouldn’t assume they’re not interested, right? You’d probably ask again later when they’re less distracted.
Cold emails work the same way. Just because you don’t get an immediate response doesn’t mean the person isn’t interested. They might have seen your email, liked what they read, and then got distracted by something else. Or maybe your message got buried in their inbox. That’s why follow-ups are key—they give the other person another chance to notice you and respond.
Pro Tip: The majority of sales happen after the fifth follow-up. That means if you only send one email, you’re missing out big time.
Timing Is Everything: When to Send Follow-Up Emails
Alright, so how often should you be sending these follow-up emails? Too soon, and you might come off as desperate. Wait too long, and they’ll have completely forgotten about you. Here’s a schedule to help you nail the timing.
1. First Follow-Up (2 Days After Initial Email)
Your first follow-up should come pretty quickly—think two days after the initial email. This isn’t a “Did you get my email?!” kind of message, but more of a gentle nudge to bring you back to the top of their inbox.
Example:
Subject: Just following up
“Hey [Name], I wanted to quickly follow up on my last email about [topic]. Would love to hear your thoughts when you have a moment!”
2. Second Follow-Up (4 Days After First Follow-Up)
If you still don’t hear back, send another one four days later. At this point, you’ll want to mix things up a bit. Maybe share something new, like a helpful resource or an article that’s related to their business or interests.
Example:
Subject: Thought this might help
“Hi [Name], I know you’re busy, so I wanted to share a [resource/case study] that might help with [their problem]. Whenever you’re ready, let’s chat about how I can help you with [solution].”
3. Third Follow-Up (7 Days After Second Follow-Up)
Now it’s time to be a little more direct. Offer to set up a quick call or answer any questions they might have. Be clear that you’re still interested, but don’t pressure them.
Example:
Subject: Still interested in chatting?
“Hi [Name], I wanted to see if we could set up a quick call to discuss [topic]. I’m available this week—does [specific day/time] work for you?”
4. Fourth Follow-Up (14 Days After Third Follow-Up)
At this point, you’re reaching the tail end of your follow-ups. Keep it light but professional. Let them know you’re still open to connecting, but you’re also ready to step back if the timing isn’t right for them.
Example:
Subject: Should we hit pause?
“Hey [Name], I know things can get busy! If now isn’t the right time, feel free to let me know. I’d be happy to reconnect when it’s more convenient.”
5. Fifth Follow-Up (30 Days After Fourth Follow-Up)
Your final follow-up is what some call a “break-up email.” It’s your last shot at connecting with them, so you want to be friendly but also make it clear that you’re moving on (for now).
Example:
Subject: Should I close your file?
“Hi [Name], it seems like now might not be the best time to discuss [topic], and that’s totally fine! I’ll close this out on my end, but feel free to reach out if you’re ever interested in reconnecting.”
What to Say in Your Follow-Up Emails
Every follow-up email should have a clear purpose, and each one needs to build on the last. You don’t want to keep sending the same email over and over. Let’s talk about how to craft the content of your follow-ups.
1. Personalization Is Key
People can tell when they’re just another name on a list. Make sure your follow-up feels personal. Mention their name, reference something specific about their company or industry, and make it clear that you’re talking to them—not just anyone.
Example:
Instead of saying:
“I’d love to help your business.”
Try this:
“I noticed your team just launched a new product—congratulations! I’d love to chat about how we can help boost its visibility.”
2. Add Value
Don’t just keep asking for a response—give them a reason to respond. Maybe share a quick case study, suggest a solution to a problem you know they have, or offer a free resource that could help them.
Example:
“Since my last email, I’ve been thinking about your challenges with [specific issue]. Here’s an article I found that might be useful.”
3. Use a Clear Call to Action
Be specific about what you want them to do. Whether it’s scheduling a call, answering a question, or checking out a resource, make it super easy for them to take the next step.
Example:
“Are you available for a quick 15-minute call this Thursday at 2 PM?”
Common Mistakes to Avoid
We’ve talked about what to do, but it’s just as important to know what NOT to do. Here are a few mistakes to steer clear of when sending follow-up emails:
1. Being Too Pushy
Nobody likes to feel pressured. While follow-ups are important, they should always feel professional and respectful. You’re offering a solution, not chasing someone down.
2. Ignoring Personalization
Sending a generic follow-up with no personalization is a fast way to get ignored. Take the time to make each message feel like it was written specifically for the person you’re reaching out to.
3. Waiting Too Long
If you wait weeks or even months to send a follow-up, the other person will probably have forgotten all about you. Stick to a consistent follow-up schedule.
Wrapping It Up
Mastering cold email follow-ups isn’t about pestering people until they respond. It’s about staying on their radar in a helpful and respectful way. With the right timing, personalization, and a dash of persistence, you’ll increase your chances of hearing back and building strong connections.
So next time you hit “send” on a cold email, remember: follow-up, follow-up, follow-up. It could be the difference between being forgotten and landing your next big opportunity.