Cold Email Follow-Up: Never Ignore the Chance to Turn Silence into Opportunity

Imagine this: you’ve spent hours working on the perfect cold email. You hit “send” with a light flutter in your heart: this could be the start of a fruitful conversation. But then days pass, and then a week. And yet there is nothing in your inbox but the sound of crickets 

Before you start blaming the internet void for your missing email replies, take a moment to consider the power of the follow-up email.

Cold emailing is a bit like trying to start a campfire with damp wood. It takes patience, persistence, and the right technique to get the flames going. 

Don’t get us wrong – cold emailing remains a vital tool in business, sales, networking, and job hunting. However, as inboxes get more crowded than a rush-hour subway, getting your email notices is becoming more challenging by the day. 

Enter the unsung hero of email communication: the follow-up email. 

A well-written follow-up email can be way more  than just a nudge. It can be that much needed spark that will finally start a conversation. 

The Purpose of Cold Email Follow-Up

Overcoming busy inboxes: Think of your carefully written cold email as a lone boat adrift in the vast ocean of emails just as meticulously crafted that dock in the recipient’s inbox. Now imagine just how easy it is for your one little email to sink beneath the waves of newsletters, work correspondence, and the occasional spam. 

In this scenario, a follow-up email acts as a beacon guiding the attention to your message.

Reinforcing your message: A single email can only say so much. 

A follow-up is a good way to reinforce the value proposition you initially presented. It’s your second chance to make an impression. Perhaps, you will try a new angle or add some extra information that will make your first offer even more compelling.

Showing persistence: There’s a fine line between persistence and nuisance.

The art of follow-up emails dances on that line with grace.

When you show your potential customer that you are willing to reach out more than once, you may come across as confident and committed in the value you want to bring them.

Supporting statistics: The numbers don’t lie. Follow-up emails can significantly boost your response rates. Studies show that sending a sequence of follow-ups does indeed increase the likelihood of getting a reply.

 In fact, research by Yesware found that while an initial cold email had a response rate of around 1%, a sequence of follow-ups could elevate that to as high as 13%. This statistical backing highlights the importance of not just reaching out, but reaching out again.

Timing Your Follow-Up

The golden window: When it comes to follow-ups, timing is everything. The consensus among experts leans towards waiting 2-3 days after your initial email to send the first follow-up. This window allows your recipient enough time to process the first message without feeling bombarded.

Scenario-based strategies: The ideal timing can vary depending on the context of your initial outreach. For example, if you are following up on a business proposal, you may want to give your reader more time to review all the details of the offer. On the other hand, if you’ve met someone at a networking event, sending your follow-up the next day can capitalize on the fresh memory of your meeting.

Crafting Your Follow-Up Email

Writing a truly impactful follow-up email is like threading a needle (yes, we are loving the metaphors for this post). You need to do it with precision, patience, and just a bit of flair. 

A follow-up email is a great opportunity to deepen the connection with your reader and nidge them a bit closer to taking action. 

Here’s your roadmap.

1. Opening line: Rekindling the connection

The first few words of your follow-up email set the tone for everything else that will follow.

Start by making a reference to your previous email. This can be as simple as saying, “I hope this message finds you well. I’m following up on my email from last week regarding X,” where X succinctly reminds them of your initial contact. 

Personalizing this line shows that you’re not sending just another generic follow-up but have genuine interest in going forward with the conversation.

2. Body content: Reinforcing and adding value

Your follow-up email’s body is where you get to reinforce your message. You can introduce new information that might intrigue your recipient. Here’s where strategic brevity comes into play. Your goal at this point is to remind the reader of your earlier conversation and how your offer can benefit them.

• Highlight key points: Quickly summarize the core message or value proposition from your initial email. This refresher can help make your follow-up more relevant.
• Introduce new information: Share something new—this could be a relevant update, a piece of content (like an article or a blog post), or an additional insight that adds value to your proposition. This shows that you’re not just reminding them of your previous email but also bringing something additional to the table.
• Adjust based on feedback or signals: If your email platform provides analytics like open rates or link clicks, use this data to tailor your follow-up. For example, if the recipient opened your initial email several times but didn’t reply, it might indicate interest, and your follow-up can directly address this perceived interest.

3. Call to action (CTA): Crafting a clear path forward

The CTA is arguably the most valuable part of your follow-up email. Keep it clear, concise, and direct. It should confidently yet intensively guide the recipient to the next ste

• Be specific: Instead of a vague “Let’s chat,” try “Can we schedule a 20-minute call next week to discuss this further?” This specificity makes it easy for the recipient to clearly see what they should do next.
• Make it easy: If you’re asking for a meeting, consider including a link to your calendar or suggesting specific times. Reducing friction can significantly increase the likelihood of getting a positive response.

4. Professional sign-off: Leaving a lasting impression

How you end your email can influence the tone of the entire message. A professional sign-off is a good way to encourage a response and keep the door open for further interaction. 

• Express gratitude: A simple “Thank you for considering my request” or “I appreciate your time and look forward to your response” can make your email feel more personal and respectful.
• Use a professional closing: End with a courteous and professional closing, such as “Best regards,” “Sincerely,” or “Warmly,” followed by your name. This not only adds a touch of professionalism but also personalizes the email further.

Cold Email Follow-Up Examples

Let’s take a look at two follow-up email examples.

The first one embodies a more traditional and professional tone. And the second one takes a more creative approach.

Example 1: Classic follow-up email for partnership request

Example 2: Innovative approach follow-up email

Now let’s analyze. 

Classic follow-up email analysis

Strengths:

• Professional tone: The email maintains a formal and respectful tone. This is a good choice for traditional business environments where it’s important to keep the communication professional.
• Clear recap and proposal: The email concisely reminds the recipient of the previous communication and emphasizes the value of the proposed partnership. 
• Direct call to action: There is a clear follow-up action for the reader to take: a brief call.

Considerations:

• Predictability: This approach is very common and the email may not stand out in a crowded inbox – especially if the recipient receives a lot of similar emails.

• Limited engagement: The formal tone, while professional, might not spark excitement or a sense of urgency. Potentially, this could lead to lower engagement, compared to a more personal and creative approach.

Innovative approach follow-up email analysis

Strengths:

• Creative engagement: The email introduces a unique and creative concept –a virtual scavenger hunt). It stands out and is likely to capture the recipient’s interest. It also hints at the company’s fun and innovative spirit.
• Personal touch: The use of a friendly, conversational tone makes the email feel more personal. It’s not your typical business proposal – and this unconventional approach has the potential to build a stronger connection with the reader.
• Flexibility in collaboration: Suggesting a brainstorming session for the partnership indicates flexibility and openness to ideas. It is likely to resonate with potential partners who value creativity and collaborative projects.

Considerations:

• Risk of informality: Any informality is a risk. A more creative proposal may not be taken seriously and come across as “silly” in a formal business culture.
• Audience match: This strategy works best when you have insight into how open your recipient is to creative marketing tactics. 

Which to choose?

• Opt for the classic approach if: Your recipient represents a company with a more traditional, conservative culture, or if your initial interactions have been formal. This approach is also safer when you lack insights into the recipient’s personality or preferences.
• Choose the innovative approach if: You’re targeting a company or individual known for embracing creativity and innovation, or if you’re in an industry where standing out and being different is key. This approach is particularly effective if your initial proposal or interactions hinted at a more informal, creative collaboration potential.

To Sum Up

Cold email follow-ups are about persistence, tact, creativity, and professionalism. 

Start by understanding your audience. Once you do, tailor your follow-up communication accordingly. Balance persistence with respect. If appropriate, be creative. Focus on clear value propositions.

Follow-up emails are not just reminders. They can start conversations and build relationships. Use them to create successful connections. With every well-written follow-up you send, you are a step closer to your marketing goal.