How to write a follow-up email? [19 ready to impact templates]

If you're reading this, chances are your best-written email didn't bring the business you expected.

Or maybe you're hoping that once you crack the follow-up game, the replies will start rolling in.

And you're right, follow-up emails do matter. In fact, studies also show that campaigns with even one follow-up email see reply rates jump by 85% compared to sending a single message.

Why? Because people are busy. Sometimes your timing is off, or maybe your message just needs a sharper angle. The good news is, a well-structured sequence of follow-up emails gives you more chances to stay on your prospect's radar without being pushy.

Fast forward to 2025, and inboxes are noisier than ever. Between promotions tabs, AI-powered spam filters, and endless notifications, even strong emails slip through the cracks.

That's exactly why this guide exists to help you master the follow-up email game. Here's what you'll discover inside:

• How to write a follow-up email (step-by-step approach)
• 19 Proven follow-up email templates
• What are some common mistakes to avoid in follow-up emails
• How to put your multiple follow-up emails on autopilot

But before we dive in, let's start with the basics: what exactly is a follow-up message (in case you've been misunderstanding it all along)?

What is a follow-up email?

A follow-up email is a polite reminder you send after your first message, when you haven't heard back, or when you want to continue a conversation after a meeting, interview, or demo.

The goal of a well-written follow-up is to:

• Remind the reader of your earlier message
• Add value or context that they might have missed the first time
• Nudge them toward the next step

Here's a polite follow-up email format:

This kind of professional formatting is bringing us great responses as it holds a clear structure, short sentences, and one obvious call to action for the reader.

When do follow-up emails matter most?

For writing follow-up emails, you could think of all moments where silence could cost you opportunities (of course, in the professional space only):

• In sales – After sending an outreach email, sales proposal, demo, or quote
• Job applications – Thanking interviewers or checking on application status
• Networking – reconnecting after events or introductions
• Customer service – confirming a resolution or checking in after support

See, your initial message might open the door, but it's often the follow-up that brings an actual reply. Next, we're decoding the writing process for follow-up emails.

How to write a follow-up email (step-by-step guide)

Many of our follow-up email sequences ended up driving 30% more replies than the initial email.

After decoding the entire process, we identified the following steps for writing follow-up emails.

So if you've ever wondered how to follow up on an email to win a reply, here are nine steps to writing one that actually gets replies.

1. Wait before you follow up

Sending a follow-up too soon is one of the biggest mistakes. It wastes your effort and often makes you look impatient. Remember, people are busy, not ignoring you on purpose.

So, how long should you wait to follow up after no response?

Here's a simple follow-up email timeline you can consider for success:

• After a sales call/demo, wait 24–48 hours.
• After sending a proposal or quotation, wait 3–5 business days.
• After a job application or interview, follow up after about a week.
• After a networking event, send it within 24 hours, while they still remember you.
• After a customer support query, follow up within 24 hours to show attentiveness.

The data supports this: the first follow-up email is 40% more likely to get a reply than the initial outreach, and most successful deals actually require 5–12 touchpoints before conversion.

Pro tip: Put your follow-ups on autopilot with CRM workflows and AI-powered cadences, so you scale without losing the human touch.

2. Keep the same email thread

Starting a new email forces your recipient to play detective: "Who is this? What did we discuss?" That's unnecessary friction.

Always hit Reply to your original message and keep the same subject line intact for context. This way, the context is clear, and they can quickly scroll up to revisit your previous message if needed.

Example subject lines when replying in the same thread:

• Re: Proposal for your review – Following up
• Re: Re: Demo last week – Next steps (common approach used in tech companies)
• Re: Quick update on your trial
• Re: Following up on this email thread

3. Write a subject line they'll notice

If your subject line doesn't grab attention, your follow-up won't even get opened.

What not to use in a follow-up subject line:

• "Just checking in"
• "Touching base"
• "Following up"

What works better in a follow-up email subject line:

• "Any feedback on yesterday's demo?"
• "Quick follow-up on your free trial"
• "Next steps for Thursday's call"
• "Would love your thoughts on the proposal"

Here are some tips for crafting subject lines:

• Keep it short (under 50 characters)
• Mention something specific (demo, proposal, trial)
• Add a question, it nudges people to reply

4. Open with a polite greeting

Your greeting sets the tone for the entire email. If it sounds stiff or generic, you've lost attention right away.

Avoid:

• "Dear Sir/Madam"
• "Hi there"

Better:

• "Hi Shawn, hope your week is going well."
• "Hello David, just wanted to follow up on our chat last week quickly."

5. Remind them of your last interaction

Next, when writing follow-up emails, add context on why this follow-up exists.

Most people won't remember your first email.

Just like yours, their inbox is also crowded, and your message may not be top of mind. That's why your follow-up should quickly remind them of the context.

Please keep it simple; one line is enough to help them recall and re-engage.

Example lines:

• "I shared the updated proposal last Friday and wanted to hear your thoughts."
• "We spoke during Tuesday's demo about streamlining your onboarding, and I wanted to continue from our last conversation."
• "I applied for the Marketing Manager role last week and wanted to check if there are updates."

6. Add something useful

Something extra, that's what most follow-up emails miss.

If your message only says "just checking in," it feels empty and gives the other person no reason to reply.

But when you add a little value, you give them a reason to stop and respond.

The best follow-up emails are the ones that provide value, such as:

• A resource: "I thought you might like this short guide on boosting customer retention."
• A stat for insight: "Did you know response times under an hour increase lead qualification by 7x?"
• A case study: "Here's a quick example where we helped a company like yours cut costs by 15%."
• An update: "I wanted to let you know our new feature just went live, it's designed for teams like yours."

7. Ask for one clear next step

I submitted the proposal last week, but if I end with "let me know what you think," the conversation stalls.

That line shifts the responsibility to the reader, who may not have the time to figure out what I actually want them to do next. And that's a blunder, even if every other step is done right.

It works much better to guide them toward one simple action so replying feels natural:

• "Would Thursday at 3 PM work for a quick follow-up call?"
• "Can you confirm if you had a chance to review the proposal?"
• "Do you need any additional details from me to move forward?"

8. Close politely

Most people end with "Thanks" or "Looking forward to hearing from you." That works, but you can do better.
Your closing should show gratitude and make it easy for them to reply whenever they're ready.

Examples that stand out:

• "Thanks again for your time. I'll be here when you're ready to move forward."
• "Really appreciate your consideration. Happy to adjust if something doesn't fit right now."
• "Looking forward to your thoughts, even a quick line would be valuable."

9. Proofread and send at the right time

More than catching typos, proofreading is about respecting the reader's attention.

A sloppy email feels careless, while a crisp one feels intentional.

It hardly takes 3–5 minutes to proofread, but skipping it can cost you the Reply you're chasing.

Quick checklist before hitting send to your gentle reminder:

• Did I cut the fluff? (under 120 word count)
• Is there one clear action they can take?
• Does the tone sound respectful, not demanding?
• Would I reply to this if it landed in my inbox?

Timing matters too. Instead of sending at random, test what works for your audience.

Weekday mornings often get higher open rates, but in some industries, late afternoons perform better.

For consistency, use scheduling tools to send when your recipient is most likely to check.

19 Best follow-up email templates [Copy-tweak-send]

Here are templates for some of the most commonly taken follow-up email examples. You can copy, paste, and customize for your own follow-ups.

Here are 19 proven follow-up email examples and templates you can copy, paste, and customize.

1. Sales follow-up email (after first contact)

Send it as your first follow-up after the initial outreach, when you want to keep the conversation alive.

2. Marketing follow-up email (after campaign/demo)

Great to send when someone shows interest (downloads a guide, attends a webinar, signs up for a trial) but hasn't taken the next step.

3. Follow-up after a sales meeting

Such follow-up emails are to recap and push for next steps after a sales/demo meeting, a game-changer during the decision-making process.

4. Customer service follow-up

Use this follow-up email after resolving a customer's issue to confirm they're satisfied and to reinforce a positive relationship.

5. Follow-up after a networking event or conference

Send such follow-ups after meeting someone at an event, webinar, or introduction.

6. Job application follow-up

Send after submitting an application or attending an interview.

Learn: how to follow-up email after an interview if you are tired of no responses.

7. First cold email follow-up

When to use: After sending a cold email and getting no reply.

8. Follow-up after a cold call

A follow-up email after a cold call is important to reinforce a conversation you had over the phone.

Check the: 15 Proven cold calling scripts that helped our sales reps generate more leads

9. Follow-up email for update

Send this follow-up email when you're waiting on a decision or status update.

10. Follow-up after LinkedIn outreach

After you've connected or messaged someone on LinkedIn, this kind of follow-up email is effective when referencing LinkedIn (context), sharing value (a tip), and asking for a low-pressure call.

Explore: art of personalized email marketing for higher ROI

11. Follow-up after a freelance pitch

A must-do follow-up after sending a proposal or pitch as a freelancer. The gentle reminder is a great way to position you as flexible (open to changes) and proactive (offering a call), while keeping the tone light.

12. Follow-up for partnership or collaboration

When discussing potential partnerships with another business. This follow-up uses positive language ("excited," "win-win"), references the collaboration directly, and makes a polite ask for a call.

13. Follow-up for late payment reminder

To gently remind a client about an overdue invoice. It's polite and professional, not accusatory. You acknowledge they may have already paid, which softens the tone.

14. Follow-up after sending a proposal

After sharing a proposal, I didn't hear back.

15. Follow-up after hosting a webinar

To engage attendees after a webinar. This kind of follow-up aims to deliver value first (the recording), then offers a natural next step. You're not jumping straight into selling.

16. Follow up with helpful resources or content

Use this follow-up email template to nurture a lead by sharing value, not just pushing. It positions you as helpful and keeps the door open for more conversation.

Explore: 101 lead nurturing guide can tell you the art of keeping prospects in a meaningful loop.

17. Break-up email (final follow-up)

As your last attempt, when a prospect hasn't replied after multiple tries, many prospects actually reply to break-up emails because they don't want to "lose" the option.

18. Customer feedback or survey follow-up

The follow-up template is ideal to use after a prospect's purchase, support interaction, or event, when you want feedback. It's concise, appreciative, and demonstrates to customers that their opinion matters.

19. Re-engagement / win-back follow-up

For inactive leads, trial users who went quiet, or past customers. Use this follow-up email template if you want to acknowledge the silence without guilt-tripping. You're offering fresh value (new features/updates) and a low-friction way to re-engage.

Explore more: 15 Best follow-up email templates for businesses

5 Real-world follow-up emails that nailed the reply (and why)

You've seen the templates that show what to send. These examples explain why people replied. Each comes from real business situations where timing and context drove results.

1. Marketing: The discount with urgency

"Upgrade today for 40% off." This format pairs a benefit with a deadline, prompting readers to make a decision quickly.

Why it worked: A clear offer plus time sensitivity motivates action.

2. Sales: The reminder with context

"Would Thursday at 3 PM work to discuss the proposal?" builds on a previous call and offers a specific slot.

Why it worked: Context shows attentiveness. A clear option makes it easy to reply.

3. Customer service: The satisfaction check-in

"Is everything working smoothly now?" A short, caring follow-up after resolving a ticket.

Why it worked: Direct and personal. No surveys or long forms, just genuine care.

4. Networking: The connection builder

"Your tip on landing pages stuck with me. I am working on one now and would love to swap notes." Such follow-up largely helps in building a professional relationship.

Why it worked: Flattery plus relevance turned a one-off chat into a relationship.

5. Job application: The persistence with respect

"I am still very excited about this role. Is there anything else I can share to help your decision?"

Why it worked: Balances persistence with respect. Offers help instead of pressure.

When should you send a follow-up email?

Timing can make or break your follow-up. Too soon feels pushy, too late feels forgotten.

We have already discussed the follow-up timing. Here is a visual of an ideal timeline, which could be:

Day 2–3 → Day 5–7 → Day 10–14 → Day 15–21 (gaps increase with each follow-up)

Why this timeline works →

• 24 hours: Shows attentiveness when conversations or issues are fresh.
• 24–48 hours: Keeps demos/meetings alive without crowding their inbox.
• 3–5 days: Proposals require internal circulation time, which aligns well with the natural sales cycle.
• 5–7 days: Hiring cycles are slower, and patience here builds professionalism.
• Cold outreach: Spacing each touchpoint proves persistence without feeling like spam.

Pro tip: With Salesmate, you can pre-schedule these cadences so you never worry about when to send.

How to send a follow-up email after no response (avoid these mistakes)

Most follow-ups fail not because the product/service is bad or the prospect isn't interested, but because the email itself kills the chance of a reply.

Here are the mistakes that quietly ruin your follow-ups.

Mistake 1: The empty subject line

"Just checking in." "Following up." We've all seen them. They scream: I didn't think about this email for more than two seconds.

What to do instead: Make the subject line carry weight.

• "Any feedback on the proposal I sent last week?"
• "Quick follow-up on yesterday's demo"
• "Ideas to cut onboarding time by 20%"

If the subject line doesn't hook, the body never gets read.

Mistake 2: Making it about you

Most follow-ups sound like: "I need an update. I need confirmation. I need this call booked." See the problem? It's "I, I, I."

Flip it: make it about them.

• "Would Thursday at 3 PM work for a quick call?" (easy to answer)
• "Do you need any additional details to move forward?" (removes friction)

The more you write from their side of the table, the better your chances.

Mistake 3: Wrong timing = wrong message

Sending another email the next morning makes you look impatient. Wait three weeks, you look disinterested.
The gap between follow-ups speaks louder than your words.

Cheat sheet recap:

• Proposal → 3–5 days
• Demo → 24–48 hours
• Job interview → within a week
• Cold outreach → gradually wider gaps (Day 2 → Day 7 → Day 14 → Day 21)

Your timing says: "I respect your time." Or it says: "I don't."

Mistake 4: The essay approach

Nobody reads 300 words of a recap.

In fact, long follow-ups tell the reader: "I'm too busy to make this easy for you."

Better: keep it short and with proper spacing

"Just wanted to check if you had a chance to review the proposal I shared on Friday. Would love your thoughts. Does Thursday afternoon work for a quick call?"

👉 120 words max. If you can't keep it concise, you don't know what you're asking for.

Mistake 5: Ignoring the rules of trust

This one's bigger than compliance. Every time you skip an opt-out or hide behind a "do-not-reply" address, you signal that you don't care about the reader's choice. That erodes trust.

Fix: one simple line does the job:
"If you'd prefer not to receive follow-ups, let me know and I'll close the loop."

Mistake 6: Thinking deliverability is someone else's job

Your follow-up is worthless if it never hits the inbox and ends up in the spam folder.

Spam filters don't care how good your copy is.

Watch out for:

• Spammy language ("FREE!!!", "ACT NOW")
• Link overload
• Unverified domains
• Neglected lists full of bounces

If your emails don't show up, your effort doesn't either.

6 Must-follow best practices for follow-up emails

If you keep these basics in mind, your follow-ups instantly become easier to read, more valuable, and far more likely to get replies.

• Short beats long → 80–120 words max, easy to skim.
• Add value, not noise → share a stat, resource, or quick win each time.
• Make it personal → use their name, mention your last chat, show you remember.
• Test, don't guess → try different subject lines and CTAs (Call to actions) to see what works.
• Respect their choice → always give an easy opt-out and stop if they say no.
• Automate with heart → schedule smart, but keep the tone warm and human.

Keep these basics in mind, and you'll consistently write great follow-up emails that stand out in crowded inboxes.

How to measure the success of your follow-up email campaigns

Every metric is a signal of how the other side is responding. Track progress carefully, and you'll know if your emails are opening doors or hitting walls.

In fact, companies that build systematic follow-up processes report conversion rates up to 78% higher than those relying on one-off outreach.

• Open rate → The percentage of recipients who open your email. A strong indicator of how effective your subject lines are.
• Click-through rate (CTR) → The number of people who clicked links in your email. Shows if your content is engaging enough to spark action.
• Conversion rate → The percentage of people who completed the action you wanted (like booking a call or signing up). This is the real test of effectiveness.
• Bounce rate → The percentage of emails that never made it to the inbox. High bounce rates mean you need to clean your list and improve deliverability.
• Spam complaints → The number of recipients marking your email as spam. Keep content relevant, respect opt-outs, and protect your sender reputation.

Track these metrics consistently to spot patterns. Small tweaks in timing, subject lines, or value adds can lift your results significantly.

👉 For a deeper dive, check out our full guide on email marketing KPIs.

How to send follow-up emails on autopilot with Salesmate

Writing one good follow-up is easy. Writing 50 of them consistently, at the right time, for the right people? That is where things fall apart. Salesmate takes that burden off your plate.

Salesmate CRM offers automation to keep your communication consistent, personal, and measurable.

Here is how it helps:

• Email builder → Create and customize follow-up email templates with a simple drag-and-drop editor.
• Personalization that feels real → Pull in CRM data from past interactions so every email feels one-to-one.
• Multivariant testing → Test different subject lines or versions of an email to see what actually drives replies.
• Segmented targeting → Group contacts by stage, industry, or behavior for focused communication.
• AI Employee → Your smartest teammate, handling the busywork so your sales team closes more deals.
• Sequences → Schedule multi-step, automated follow-up emails/texts/reminders, and let Salesmate deliver them on time.
• Email tracking → See who opened, clicked, and replied so you know exactly where you stand.
• Analytics and reports → Get a full view of performance to optimize what is working.

Salesmate doesn't just send emails; it shows you these signals in real-time so that you can improve with every campaign. Here's how it looks in action:

The Sequences dashboard in Salesmate can tell you:

• How many contacts are active or exited from a sequence
• Key performance metrics (opens, clicks, replies)
• Owners for each sequence, making collaboration across teams seamless

With this view, you know exactly where prospects stand and how your follow-ups are performing.

Wrap up

At its core, a follow-up email is not about chasing a reply. It is about respecting the conversation you started and giving it a chance to move forward.

The most effective follow-ups feel less like persistence and more like professionalism. They show you value the other person's time, you remember the details, and you care enough to stay connected.

When you combine that mindset with the right tools to stay consistent, follow-ups stop feeling like a chore. They become a natural part of how you build trust, share valuable insights, and move opportunities closer to the finish line.

Hope your next follow-up starts the conversation you have been waiting for! Try Salesmate to scale conversations and revenue!