No Response? Here’s How to Nail Your Cold Email Follow-Up

Dan Mowinski

Dec 13, 2024

17 minutes read

"10X your conversion rate!"

"Triple your sales overnight!" 

"The one secret trick top sellers don't want you to know!"

We've all seen the hyperbole. But among the sea of exaggerated claims, follow-up emails stand out as a genuine game-changer. The data speaks for itself: a well-crafted follow-up email increases response rates by 65.8%.

Even better, running a successful follow-up email campaign is easy once you’ve mastered a few simple rules. 

Let’s get to it. 

Why Do Most Cold Emails Fail Without Follow-Up?

Inboxes are fuller than ever, with executives receiving an average of 120 emails per day. It’s easy to be ignored, forgotten, or sidelined for a more important, urgent task. 

Follow-up emails are effective because they push your email up your prospects' mental to-do list. They’re essentially reminders. The natural reaction when prompted to finish an outstanding task is to increase its priority. 

Similarly, if a prospect saw your email and was drawn to your offer—a likely scenario if you’ve got your ideal customer profile (ICP) and email copy right— they might simply forget to respond. A follow-up email remedies this. 

Finally, follow-up emails offer an opportunity to run an alternative pitch, increasing your chances of connecting if the first one didn’t hit the mark. There’s a good chance you didn’t touch on the prospect’s most pressing pain point with your initial email. Or that you didn’t provide compelling proof of your ability to deliver. 

When Should You Send Follow-Up Emails?

It’s the perennial question: when should you send cold email outreach? A lot of research into this area has been done and, while there is some variance in the detail, most studies tend to agree on the broader points. 

Here are three guidelines for sending follow-up emails:

• 

  Send your first follow-up email after three days (or as close as possible, accounting for weekends). Response rates start to fall after the five-day mark. Following up the next day negatively impacted reply rates. 

  
  
• 

  Send emails between 9 am and 12 pm, adjusted to recipients’ time zones. Research conducted by HubSpot shows that this is when engagement with marketing emails is highest. 

  
  
• 

  Send emails on Tuesday or Thursday. HubSpot also found that emails sent on these days get the most replies, with Tuesday outperforming Thursday by a small margin. 

  
  

Remember that there’s no better alternative to your own testing. The only way you’ll find the optimal time for your target audience and lead pool is by experimenting. The “rules” above are nothing more than a good starting point. 

How Many Follow-Ups Are Too Many? 

Persistence is usually a virtue. In the case of cold email campaigns, however, it should be offset with a hefty chunk of moderation.

Two to three follow-ups is the ideal range. You can send more, but you’ll see diminishing returns in terms of overall response rates: responses as a percentage of all emails sent. 

Where responses are measured per sequence, sending more will have a positive impact, but the results are minimal; you’re better off funneling your resources elsewhere.

Here’s a four-step framework for maximizing resources :

1. 

   Initial outreach email with your main offer

   
   
2. 

   First follow-up email with a gentle reminder (49% increase in replies)

   
   
3. 

   Second follow-up email with an alternative offer and proof (3% increase in replies)

   
   
4. 

   Final follow-up email with a final “goodbye” reminder (diminishing returns from this point on)

   
   

There’s an overall 30% reduction after a third follow-up is added, so it doesn’t make sense from a resources perspective to go with more than four emails. This number will also reduce the likelihood that recipients will label your email as spam, possibly harming your domain. 

How to Write Follow-Up Emails That Get Responses: 6 Steps 

Follow-up emails that get responses combine an attention-grabbing hook, personalization, value-driven content, and a straightforward CTA. Shorter emails also tend to work better.

Here are the six most important tips for writing cold outreach emails that generate responses:

1. 

   Start with a friendly, gentle reminder.

   
   
2. 

   Show empathy to the recipient, especially by acknowledging their time. 

   
   
3. 

   Keep the email short, friendly, and relevant. 

   
   
4. 

   Spark interest with fresh insights or an offer of value. 

   
   
5. 

   Use an irresistible subject line. 

   
   
6. 

   End with a low-pressure, friendly, clear call to action (CTA). 

   
   

Let’s look at each of these stages in more depth. 

1. Start with a Friendly Reminder (Provide Context)

The best openings aren’t clever. Simply reminding the recipient they haven’t responded is usually enough to engage them. It frames your email as an outstanding task that requires attention. 

Providing context is also helpful, giving recipients a reference point by which to evaluate the urgency of a response. If they’ve already read your previous email, it immediately jogs their memory. If they haven’t, it gives them some initial information to decide whether or not to continue reading.

Here are some sample openings: 

• 

  I’m just circling back to check if you saw my email about [your service]. Didn’t want to get lost in your inbox! 

  
  
• 

  I emailed a few days ago about why [company name] could be a great fit for our [your service]. I was wondering if you had a chance to take a look.

  
  
• 

  I know you’re next-level busy! Just a quick follow-up to see if you saw my email about [your service]. 

  
  
• 

  Hope you’re having a great [day of the week]. I’m circling back to check if you saw my last email about [your service].

  
  
• 

  Hope you’re not too stressed with [recipient company event or initiative]. I’m emailing to see if you saw my last email about [your service]. 

  
  

2. Show Empathy and Acknowledge Their Time

Even the greatest salespeople in the world aren’t entitled to a response. You may be offering a service with genuine value, but there’s an opportunity cost to replying to your email, and recipients know this. 

Expressing empathy and respect for your prospect’s time goes a long way in encouraging them to respond. They are much more likely to feel they’re speaking to somebody who gets it. 

Keep your tone light and avoid pushy language. There’s a lot to be said for coming across as likable in your first exchanges with a prospect. Strong opinions and a harder sell have their place in the sales cycle, but it’s not typically in the early stages. 

Here are some example phrases for expressing empathy: 

• 

  I know your time is valuable. I appreciate you taking a look. 

  
  
• 

  I realize “hectic” probably doesn’t do justice to your schedule, so I'll keep this brief.

  
  
• 

  Thank you for taking a moment to review this, I know you’re likely stressed with the recent [event/product release/marketing campaign] at [company name].

  
  
• 

  I completely respect how busy you must be and want to ensure you this is worth your time.

  
  
• 

  I appreciate the opportunity to connect, especially with all the recent activity at [company name].

  
  

3. Keep It Short, Friendly, and Relevant

Emails of between 25 and 50 words perform best. That’s not a lot of space to hook your reader, empathize with them, express your value proposition, and include a CTA, but it’s enough to do the job with the right approach. 

It’s important to focus on only the most enticing aspects of your offer and include one well-researched piece of personalization. 

In addition, a friendly tone helps your email stand out in an inbox full of jargon and businessspeak. It makes you more likable and cultivates a human connection. 

Here’s a template for a short, friendly, and relevant email:

Hi [first name],

I’m just circling back to check if you saw my email about [your service]. Didn’t want to get lost in your inbox! 

In case you didn’t see it, we help our clients achieve [specific benefit]. One recent client called us “[client testimonial].”

I appreciate the opportunity to connect, especially with all the recent activity at [company name].

Would you like to learn more?

Regards,
[your name]

4. Spark Interest with Fresh Insights or Offers

Simply reminding prospects they’ve missed your email is sometimes enough to prompt a response. Often, however, recipients will have ignored your first cold email because they didn’t like your offer. 

Follow-up emails are an excellent opportunity to say something different and pitch a feature of your service that caters to a different pain point, provide a valuable asset, or include alternative evidence of past results or social proof. 

Here are some examples: 

We recommend using the second email in your follow-up sequence to talk about alternative offers and social proof. If the recipient hasn’t responded to the previous two emails, there’s a possibility you haven’t targeted the right pain point, or the evidence of your ability to deliver was unconvincing. 

5. Use Irresistible Email Subject Lines

Your subject line is your first impression - and in cold email follow-ups, it needs to strike a delicate balance between persistence and professionalism. The most effective subject lines feel personal, relevant, and slightly urgent without crossing into pushy territory.

Follow the steps below to create irresistible email opening lines:

1. 

   Personalize. Personalize. Personalize. 

   
   
2. 

   Keep the subject line concise (under 50 characters).

   
   
3. 

   Try emojis (but drop them if they don’t work). 

   
   
4. 

   Split-test. 

   
   
5. 

   Write as though you were sending an email to a colleague (recipients are used to opening these emails). 

   
   

Here are our top-performing email subject lines for you to try: 

• 

  Quick follow-up

  
  
• 

  Following up

  
  
• 

  Follow-up question

  
  
• 

  Did you see my last email, [first name]?

  
  
• 

  Did I get the right person?

  
  
• 

  Some extra info

  
  
• 

  Circling back

  
  
• 

  Did I miss you?

  
  

6. End with a Friendly, Low-Pressure Call-to-Action (CTA)

The “interest CTA” is the most effective CTA at generating replies, according to research by Gong. The interest CTA contrasts with the “specific CTA” and the “open-ended CTA.” 

Specific CTAs ask a question along the lines of, “Would you like to have a phone call at 7 PM?” Open-ended CTAs are similar but looser: “Do you have availability this week?”

Open-ended CTAs, on the other hand, sign off with a question like, “Would you like to learn more?” These questions generated a response rate of 30%, double that of alternatives. 

Why does it work so well? The fact that it’s low-friction and doesn’t put pressure on potential customers is a likely reason. It also sparks curiosity with a promise of more information about how the recipient can benefit. 

Here are some examples of friendly, low-pressure CTAs:

• 

  Would you like to learn more?

  
  
• 

  Can I send you some more information?

  
  
• 

  Would you like me to send a case study?

  
  
• 

  Just hit reply if you’d like some more info

  
  
• 

  Would you like me to send a personalized plan?

  
  

Here’s Your Go-To Follow-Up Email Template for Every Situation

There are four main types of follow-up email:

• 

  The check-in for a straightforward, polite nudge

  
  
• 

  The second offer for when you suspect that your original email might have fallen flat

  
  
• 

  The friendly reminder for an urgent response, such as when an offer is about to end or you’re going to run out of meeting opportunities

  
  
• 

  The last chance sign-off (or the break-up) to try initiating contact one last time before terminating contact with a prospect

  
  

Let’s examine each one in more depth and look at some B2B email templates for your outreach software. 

1. The “Just Checking In” Follow-Up

The “just checking in” email is polite, non-intrusive, and keeps the conversation open. It’s an excellent option for your first follow-up. 

Here are the main points when writing a check-in email:

• 

  Reiterate the reason for the email so recipients don’t have to trail through the thread. 

  
  
• 

  Concisely offer additional proof, such as a one-sentence testimonial or mention of an award.

  
  
• 

  Keep the CTA open with an offer to provide more information to avoid putting pressure on the recipient. 

  
  

Here’s a check-in follow-up email template:

Subject: Quick check-in

Hi [first name],

I wanted to check in quickly to ask if you saw my last email about [email topic]. I know you’re super busy, and I appreciate your time. 

If you didn’t see it, the short version is that we help companies like [company name] achieve [specific benefit]. One recent client called us “[client testimonial].”

Would you like to learn more?

Regards,
[your name]

2. The “Second Offer” Follow-Up

This email is best sent as your second follow-up, after you’ve sent an initial email and a check-in. If your target has read both and still decided not to respond, they are likely unconvinced of your offer or doubt your ability to deliver and add value. 

In these cases, providing an alternative offer that hits another pain point can generate a response. Alternatively, if you’re convinced that the recipient is experiencing the problem you’ve already outlined, it can be worth showcasing a different type of proof. 

Here are the main points for creating powerful value-adding follow-ups:

• 

  Consider that you initially targeted the wrong pain point. Do you have other features, products, or services that can remedy a different problem for the recipient?

  
  
• 

  Provide alternative forms of proof. If you’re certain that your target fits your ideal customer profile (ICP), include additional proof evidence, such as a client testimonial (ideally referencing a specific result) or case study.

  
  
• 

  Offer value. If you have valuable, exclusive content, offer to send this to the recipient. Alternatively, a free consultation or product trial might be appealing.

  
  

Here’s a template for sending second-offer emails:

Subject: Interested in 

Hi [first name],

I’m circling back to check if you saw my previous emails. I know you’re super busy, especially with all the recent activity at [company name], so no worries if you missed them! 

We help companies like [company name] with [alternative pain point]. We recently achieved a [specific metric or metrics] increase of [specific result] for a client in the [recipient industry] sector. 

Would you like to see a case study?

Regards,
[your name]

3. The “Friendly Reminder” Follow-Up

The friendly reminder follow-up is similar to the check-in, with the key difference that it carries more urgency. 

If you need a quick response from a recipient—for example, if you have limited availability for meetings or your offer will only be available for a short time—send a friendly reminder as your first follow-up. 

Here are some tips to keep in mind when writing friendly reminders:

• 

  Give a reason for the urgency. If you simply say, “I need a response by Friday,” it can easily come across as though you are applying pressure for no reason.

  
  
• 

  Reiterate your offer. The friendly reminder should be sent as your first follow-up. As such, the same rules apply—don’t make your recipient dig through an email thread. 

  
  
• 

  Consider using a closed CTA. If your offer is time-limited, consider using a closed CTA rather than an interest question. 

  
  

Here’s a friendly reminder template:

Subject: Want to book something in?

Hi [first name],

I’m checking in to ask if you saw my last email about [email topic]. I know you’re busy, so no issues if you missed it!

I wanted to flag this as I’m nearly booked out of meetings for this month. I’d love to connect and discuss how I can help [company name] achieve [specific benefit].

One recent client called us “[client testimonial].” We were pretty proud of that. 

Would you like to schedule a call before the slots go?

Regards,
[your name]

4. The” Last Chance” Follow-Up

Use the last-chance follow-up to apply urgency, close the loop, and leave the door open for future opportunities.

The “break-up” follow-up should be your third or fourth, and final, email. If you haven’t yet received a reply, the odds are against you. But it’s still worth attempting to reach a prospect one more time, especially because it can trigger feelings of loss aversion, a powerful motivator.

Here’s a last-chance follow-up template:

Subject: I hate breakups

Hi [first name],

I wanted to shoot you one last email. I totally understand that you’re busy and our service might not be a fit for [company name]. I won’t contact you about it again. 

Still interested in learning how we can help you achieve [specific benefit]? Just hit reply to this email, and I’ll send some more info. 

If not, it’s ciao, adios, and auf Wiedersehen. Thank you for your time. 

Regards,
[your name]

Automate Your Follow-Ups with AI and the Next Paradigm of Sales

AI is transforming how sales professionals run outbound lead generation and sales campaigns, including follow-up strategy. 

Artisan is one such example of an AI platform at the forefront of the space. Our digital business development representative, Ava, can run nearly every part of a cold email campaign, all on autopilot. This includes prospect research, email drafting, and ongoing campaign optimization. 

Ava can handle the following tasks:

• 

  Execution of personalized follow-up sequences

  
  
• 

  Email domain warm-up and deliverability testing

  
  
• 

  Access to a database of over 300 million B2B leads

  
  
• 

  Enriched, hygiene-checked data from multiple sources across the web 

  
  
• 

  Email personalization at scale using a proprietary waterfall system

  
  
• 

  Response rate tracking and analytics with automated insight generation

  
  
• 

  Social media outreach on LinkedIn 

  
  
• 

  A/B and testing of email elements like subject lines and openings

  
  
• 

  Integrations with third-party providers (CRM, accounting, project management, etc.)

  
  

Use AI Follow-Ups That Build Relationships, Not Frustration 

Sending cold follow-up emails consumes time and resources. As a result, sales teams are increasingly turning to AI. Significant strides have been made in recent years, and AI now matches (and often exceeds) the quality of human outputs.

Artisan is one example of such a platform. We’re delivering exceptional results for clients with automated, AI-driven cold email campaigns. 

Artisan’s virtual SDR is called Ava, and she manages the following tasks:

• 

  Prospecting from a B2B database of 300 million leads

  
  
• 

  ICP-based lead filtering

  
  
• 

  Ongoing enrichment of lead data

  
  
• 

  Data scraping from a wide range of online sources

  
  
• 

  Follow-up  personalization based on a unique “waterfall” methodology

  
  
• 

  Automated LinkedIn outreach messaging and drip campaigns

  
  
• 

  A/B testing of campaigns. 

  
  
• 

  Integration with lead generation tools and CRMs 

  
  
• 

  In-depth analytics and monitoring of campaign performance

  
  

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Author:

Dan Mowinski