Cold Email Follow-Up Guide: Increase Your Conversion Rates
Are you struggling to get responses to your cold emails?
Sending cold emails can be tough, but sending follow-up emails is even tougher. That’s why we’ve put together this guide on how to write and send effective cold follow-up emails that will help you break through the noise and get noticed.
Once you’ve grasped how to write a cold email, and begun your first campaign, you’ll want to move on to the next step in the engagement process, follow-ups.
In this guide, we’ll cover everything you need to know to craft compelling follow-up emails that will increase your response rates.
So, whether you’re a sales professional, a marketer, or a small business owner, this guide is for you. Let’s dive in and start sending follow-up emails that get results!
Cold email follow-up: Defining the why and what
What is a cold follow-up email?
A cold follow-up email is an email sent after your first initial email to a customer.
But what is a cold email in the first place? In layman’s terms, a cold email is an email that you send to a prospect with whom you haven’t had any previous communication or connection.
After your first cold email, a follow-up with most of the same information is sent. Before the days of the Internet, sales teams would do ‘cold calls’, which are now the bane of every landline in America!
Unlike warm emails, which are sent to people who have already shown interest in your business or product, cold emails require you to start from scratch and make a first impression.
Why send cold follow-up emails?
Most people won’t respond to your first email. In fact, 80% of sales require at least 5 follow-ups, yet nearly 48% of salespeople fail to do them. If you’re not following up, you’re leaving money on the table. However, there are many more reasons why you should be sending a cold follow-up email:
1. Build relationships
By sending a well-crafted follow-up email, you can establish a relationship with a prospect, even if they’ve never heard of your business before. This can help build trust and increase the likelihood of a future conversion.
In fact, according to McKinsey, emails are up to 40% more effective as a marketing tool than social media.
With engagement rates that are too high to ignore, cold emailing and follow-ups are a must-have in your marketing strategy!
2. Increase response rates
While it is true that cold emails typically have a lower response rate than warm emails, following up can help improve your chances of getting a response.
Cold email campaigns with 4 to 7 emails per sequence get three times as many responses compared to campaigns with less than 4 emails per sequence.
Want to learn more about sequences? Check out our post on cold email sequences.
Curious about what a good open rate is? Check out our post on marketing email open rates.
By taking the time to craft effective follow-up emails, you can leave a good impression and even get new customers or clients.
Tools to help your follow-up process
Sending one cold email is easy. Managing an entire follow-up sequence with personalization, timing, and deliverability in mind? That takes the right tools. Here are the essential categories of tools that can make your follow-up process more efficient and effective:
Follow-up automation tools
If you’re sending a large number of follow-up emails, it may be helpful to use a follow-up automation tool to save time and increase efficiency.
These tools can help you schedule follow-up emails, track responses, and automate certain tasks.
Looking for some good automation tools that will save you time? Here are a few of the most popular ones.
Cold email automation and sequencing tools
These tools help you schedule, personalize, and manage your email sequences, so you’re not manually sending emails or losing track of responses.
- GMass. A powerful Gmail extension used for bulk cold outreach and automated follow-ups. It allows conditional sequences, advanced personalization, and reply-based triggers.
- WarmupInbox. Ensures your emails land in the inbox, not in spam, and gradually improve your sender reputation.
- Mailshake, Lemlist, Reply.io. Popular choices for running outreach campaigns at scale with built-in analytics and A/B testing.
💡 Pro tip: Choose a tool that integrates well with your existing CRM or email client to avoid workflow friction.
Email list verification tools
Before you hit send, make sure your contacts are real. Verification tools clean up your list to reduce bounces, improve deliverability, and protect your sender reputation.
- EmailListVerify: Flags invalid, disposable, or catch-all addresses. Also checks for syntax errors, spam traps, and hard bounces.
- ZeroBounce and NeverBounce: Trusted alternatives with real-time verification and bulk upload options.
Clean data means higher open rates, better sender scores, and fewer wasted follow-ups.
How to optimize for open rates
Please note that not all of these considerations may apply to your business or your marketing strategy. Still, if you aren’t using some of these techniques, you may want to incorporate them and see if there are any changes in your open rates.
Crafting compelling subject lines
Your subject line is the first thing that the recipient will see, so it’s important to optimize it to increase open rates.
Make sure your cold subject line is clear and relevant to the content of your email.
Many studies show that personalized subject lines can have a major impact on your open rates. According to Backlinko, adding a personalized subject line can increase open rates by more than 30%!
Examples:
- “Quick Question About [Pain Point]”
- “Thought You Might Like This Resource”
- “Still Interested in [Topic]?”
Clean and simple formatting
Once they open the email, you’ve got just a few seconds to make it easy to read.
- Keep your email formatting and design clean and simple.
- Use short paragraphs, include only between 15 and 20 lines, and, if possible, include bullet points to make your email easier to read.
- Avoid using too many images or flashy graphics, as this can make your email look like spam or a virus, which may land you on a blacklist.
A simple, scannable layout makes your emails feel more human and more trustworthy.
Timing
Timing is crucial when it comes to sending follow-up emails.
You don’t want to send your email too soon after your initial contact, but you also don’t want to wait too long.
A good rule of thumb is to wait 3-7 days before sending your first follow-up email. After that, you can follow up every few days to a week, depending on the urgency of the situation.
Adjust your messaging
Adjust your messaging for subsequent follow-ups, based on the response you receive.
If the recipient didn’t respond to your initial email, try to provide additional value or address a different pain point. Be persistent, but not pushy.
Alternatives to email
Consider using other channels, such as phone calls or LinkedIn messages, as an alternative to email.
Depending on the situation, these channels may be more effective in getting a response.
Overall, sending a cold follow-up email can be a daunting task, but by following these best practices, you can increase your chances of success.
With the right approach, you can turn cold leads into warm prospects and ultimately, happy customers!
Crafting your cold email follow-up strategy
When it comes to cold outreach, the power doesn’t lie in a well-written email; it’s also in the sequence.
A cold email sequence is a planned series of messages designed to progressively engage a prospect, provide value, and prompt a response over time. This approach is what separates a one-off sender from a strategic prospector, and it’s precisely what sales community and top cold emailers emphasize: sequencing drives results.
Research and personalization: The bedrock of success
Effective follow-up emails start with solid research. Before you hit send, take the time to learn about your prospect and their company. This is what separates cold spam from meaningful outreach.
While personalization often starts by inserting a [First Name], it’s best to understand their world, their challenges, goals, and what they care about right now.
For example:
- Mentioning a recent blog post, press release, or product launch
- Referencing a pain point specific to their role or industry
- Aligning your offer with their company’s current priorities or growth stage
To build this level of insight, dig into the following:
- Pain points: What challenges is your prospect likely facing? How can your product or service help solve them?
- Company context: What are their values, mission, or market focus? Tailor your message to align with their positioning.
- Right contact: Are you reaching the right decision-maker? Confirm their role and contact details across channels (LinkedIn, company website, etc.).
Once you’ve gathered this info, you can offer something of immediate value, such as a helpful resource, a relevant insight, or a personalized offer.
Elements of an effective follow-up email
Every email in your sequence should be intentional, focused, and easy to act on. Here are the essential elements that make a cold follow-up email effective:
Clear purpose and value proposition
Start strong. The recipient should immediately understand why you’re reaching out again and what’s in it for them. Whether you’re offering a resource, a quick tip, or a solution to a problem, lead with that.
The key is making the message relevant now. Did something change since your last email? Do you have new info or a different angle? Give them a reason to keep reading.
Concise and scannable content
Keep it short and easy to skim. Your reader is busy, so avoid long blocks of text. Stick to short paragraphs (2–3 lines max), use bullet points if needed, and get straight to the point.
Think of your email like a pitch in under 20 seconds. If they can’t see the value at a glance, they’re moving on.
Strong, single call-to-action (CTA)
Don’t overload your follow-up with five things to do. Focus on one clear CTA — whether it’s scheduling a call, replying with a quick answer, or checking out a resource.
Low-commitment CTAs work exceptionally well early in your sequence. For example:
- “Would it make sense to hop on a quick call next week?”
- “Open to learning more?”
Make it feel easy to say yes.
Relate to previous contact
Always connect your follow-up to your earlier message. You want the prospect to recognize the thread and know this isn’t a random email.
Something as simple as:
“Just following up on my previous email about [pain point/offer]…”
…shows that this is part of an ongoing conversation, not just another cold email.\
Designing your follow-up sequence: Cadence & content evolution
Your follow-up will look a lot like your first email and should include the same tone, personalized, greeting, and call to action.
However, while the first email was more of a casual introduction, your follow-up should be more direct with your offerings or call-to-action.
The timing and content of each email should shift as the sequence progresses, becoming more direct, then more value-driven, as the campaign unfolds.
Here’s a sample follow-up structure:
| Follow-Up | Timing (Days After Previous) | Primary Goal & Content Focus | Example Subject Line Type |
| Email 1 (Initial) | N/A | Introduce value, open a conversation | “Quick Question About [Pain Point]” |
| Follow-Up 1 | 2–3 Days | Gentle reminder, small new value/resource | “Following Up on [Topic]” |
| Follow-Up 2 | 4–6 Days | Address another pain point, offer social proof | “Idea to Solve [Challenge] for [Company]” |
| Follow-Up 3 | 7–10 Days | Soft breakup email — seek implicit permission | “Should I Stop Sending Emails?” |
| Follow-Up 4+ | 14–30+ Days | Nurture with valuable content, re-engage | “Resource for [Industry Trend]” |
Persistence vs. diminishing returns paradox
Each follow-up carries a risk of diminishing engagement. But studies show that well-crafted emails deeper in the sequence can still convert. GMass also states that you will likely experience diminishing returns after every email, and responses to later emails can be higher than the first few.
Why?
Because timing and relevance change. What wasn’t urgent 10 days ago may now be a priority. The key is to shift the focus of your message. Don’t just repeat yourself. Introduce new value, new angles, or insights.
Using break-up email as your last word
When you’ve followed up multiple times without a reply, use a “breakup” email as your graceful exit. This should be your best last message.
It might look like this:
“If this isn’t something you’re currently focused on, I completely understand — feel free to let me know, and I’ll close the loop on my end.”
It gives the recipient one last chance to respond and sometimes, just enough of a nudge to finally hit “Reply.”
How many follow-up emails to send
Like with how long you should wait between follow-ups, there is no definitive right number of follow-up emails to send.
But, consider the following when you’re creating your cold email marketing strategy.
- Studies revealed that the optimal number of follow-up emails to send is 2-3.
- 48% of salespeople don’t follow up even once, and 44% give up after just one follow-up call. Meanwhile, 80% of sales require at least 5 follow-ups.
In general, it’s a good idea to send at least one follow-up email after your initial email.
However, the optimal number of follow-up emails may vary depending on your specific situation and audience.
10 effective cold email follow up templates
After sending that initial email, the real work begins with crafting effective follow-ups that grab attention and encourage action.
If you’re unsure of where to start or what to say, try one of these 10 proven cold email follow-up templates to help you increase your response rates and move prospects further down the sales funnel.
You can use these cold email templates as they are, or put your own flair on them!
Each template uses a mix of formal and informal language, so be sure to use the tone that best fits your brand voice and relationship to your prospect.
1. Gentle reminder
| Subject: Just Checking InHi [Name],I hope this email finds you well. I wanted to circle back on my previous message to see if you had any thoughts or questions regarding [specific topic or offer].I understand that you’re likely busy, so no pressure at all. If you’re still interested, I’m here to provide any additional information you may need.Looking forward to hearing from you.Best wishes,[Your name and information] |
2. Value reminder
| Subject: Exclusive Resource Just for YouHello [Name],I wanted to follow up on my previous email to make sure you didn’t miss out on the [ resource or offer] I mentioned when we spoke.We’ve designed specifically to help with [address a pain point or achieve a goal], and I believe it could be incredibly beneficial for [Prospect’s Company].Let me know if you’d like me to resend the details, or we can discuss it further.Thanks for your time and I look forward to hearing from you!Warm regards,[Your name and information] |
3. Mutual Benefit
| Subject: Don’t Miss Out on This Win-Win Opportunity!Hi [Name],I’ve been thinking about our previous conversation and wanted to emphasize how our collaboration could be mutually beneficial.By [specific action or partnership], we can [outline potential benefits or outcomes]. I’m confident that together, we can achieve [shared goal or objective]. Let me know if you’d like to explore this further.Looking forward to your response!Take care,[Your name and information] |
4. Social proof
| Subject: Success Stories from [Industry]Hello [Name],I wanted to share some success stories from companies in [shared industry] who have benefited from our [product or service].These real-life examples show the positive impact [your company] can have on businesses like yours.If you’d like to hear more or discuss how we can make our solution work best for you, I’m available at your convenience.Thanks for considering.Best wishes,[Your name and information] |
5. Limited-time offer
| Subject: Time is Running Out! Last Chance to/for [Special Offer]Hi [Name],We wanted to reach out one last time to remind you about our limited-time offer on [product or service]. This exclusive deal ends soon, and we’d hate for you to miss out on the opportunity to [benefit of offer]. If you’re interested or have any questions, don’t hesitate to get in touch. We’re here to help get you started!Best regards,[Your name and information] |
6. Follow-up call
| Subject: Quick Chat Tomorrow?Hello [Name],How’s everything going since we last talked? I wanted to touch base and see if you’d be available for a quick chat tomorrow to discuss [specific topic or offer].It would be a great opportunity to clear up any questions or concerns you may have and explore how we can support [their company]. Let me know if this works for you!Looking forward to connecting.Kind regards,[Your name and information] |
7. Personalized question
| Subject: Quick Question for You Hi [Name],I’ve been reflecting on our previous conversation and had a quick question for you. [Insert personalized question related to prospect’s business or interests].Your insights would be greatly appreciated, and I’m eager to hear your thoughts!Thanks for your time.Best regards,[Your name and information] |
8. Additional resource
| Subject: Helpful Resource for YouGood afternoon [Name], Following up on our recent correspondence, I wanted to share an additional resource that I believe could be valuable for [their company]. It’s [description of resource], and I think it aligns well with [specific area of interest or need].Feel free to check it out, and let me know if you have any questions or would like to discuss further.Thank you for your consideration.Best wishes,[Your name and information] |
9. Friendly check-in
| Subject: How Are Things Going?Hey there [Name],I wanted to check in and see how things are going on your end this week. If you’ve had a chance to review my previous email, I’d love to hear your thoughts or address any questions you may have. No rush, of course. Just wanted to touch base and see that everything is going smoothly!Looking forward to our next chat.‘Til next time,[Your name and information] |
10. Solution-oriented follow-up
| Subject: Addressing Your NeedsHello [Name],I hope this email finds you well. I wanted to follow up on my previous email and dig deeper into how we can address [specific pain point or challenge] at [their company].Our [product or service] is uniquely positioned to [solution or benefit], and I’m confident it could make a significant difference for your team. Let’s schedule a call to explore this further.Looking forward to hearing from you!Warm regards,[Your name and information] |
With the right approach and a dash of creativity, you can turn missed opportunities into valuable connections and closed deals.
Using these 10 effective follow-up templates can help you not only increase your response rates, but also build stronger relationships with your prospects.
So don’t be afraid to hit send and start reaping the rewards of strategic follow-up emails!
Why do your follow-up emails get no response?
There are many reasons why you may not be getting a response, and it could be that it’s not even your fault, and the prospect just isn’t interested.
Before jumping to that conclusion, however, check to see that you aren’t making one of these common mistakes that can put off potential customers:
- Too self-centered: Do your emails only talk about your company and what you’re offering, without recognizing your prospect’s pain points? This can make your emails look copy/pasted and easier to ignore.
- Too long and asking too much: Is your email more than a few short paragraphs? Are you asking your prospect to take actions that require too much time? Remember that your prospect is a busy person, and make your emails short and your call to action simple.
- Lack of trust: Without evidence or social proof, accepting an offer from an unknown company or person is unwise, as it could be a scam. Provide links to case studies, websites, or social media to show that you’re the real deal.
- Typos and grammar problems: Two of the most significant indicators of a scam email are typos and simple grammar mistakes. No matter what language you use, it’s essential to spell and write correctly. If writing isn’t your strong suit, you can use services like Grammarly or Quillbot to help!
- Writing at the wrong times: It’s also possible that you’re following up too frequently, infrequently, or at the wrong time altogether. For example, if you provide tax filing services, sending cold emails right after tax season has closed won’t get you many replies.
- Your offer is not relevant: If you’ve bought an email list, likely, you’re not getting replies because the people you’re emailing have no use for your services. Conduct research and find prospects who will be interested in your offers.
Prep Your Account Before Email Follow-ups
Looking to take your cold email marketing strategy to the next level?
Warmup Inbox and EmailListVerify can help you do just that! These powerful email warmup services are designed to clean up your email list, warm up your email accounts, and increase your deliverability rates, ensuring that your emails reach the inbox of your target audience.
With WarmupInbox, you can:
- Increase your sender reputation and avoid getting flagged as spam
- Improve your email deliverability rates
- Boost your open and response rates
- Enhance your email marketing ROI
So why wait? Sign up for a free trial of WarmupInbox today and experience the benefits of our powerful tool for yourself!
While WarmpupInbox makes your email ready to be a tip-top sender, EmailListverify handles your recipients to give you only the best email list with verified users. Here are some of the name features of EmailListVerify:
- Domain & SMTP validation
- Spam trap checker
- Disposable emails cleaner
- Catch-all domains checker
- Syntax errors validator
- Hard bounce checker
- MTA validator
Want to see EmailListVerify in action? Create a free account and try it out!
| Tip: If you are preparing a wide-scale email campaign, you can book a 30-minute free consultation. |
For more on the topic of templates, check out – b2b cold email templates.
Frequently Asked Questions
What is a cold follow-up email?
A cold follow-up email is an email sent to a prospect who has shown interest in your product or service but has not yet taken action. It’s a way to reconnect with the prospect and provide additional value to help them make a decision.
Why are cold follow-up emails important?
Cold follow-up emails are essential because they allow you to stay top-of-mind with your prospects and keep the conversation going. They also provide an opportunity to address any concerns or pain points that the prospect may have, and ultimately, increase your chances of conversion.
How do I research my prospect and their company?
There are several ways to research your prospect and their company, including browsing their website, checking their social media profiles, and conducting a Google search. Look for information on their pain points, challenges, and areas where you can provide value.
What should I include in my cold follow-up email?
Your cold follow-up email should include a personalized greeting, a clear purpose for reaching out, value-driven content that addresses pain points, a clear call-to-action, and a polite, professional tone.
What if the recipient doesn’t respond to my initial follow-up email?
Adjust your messaging for subsequent follow-ups, based on the response you receive. If the recipient didn’t respond to your initial email, try to provide additional value or address a different pain point. Be persistent, but not overly so.
Should I use other channels besides email for follow-up?
Depending on the situation, other channels such as phone calls or LinkedIn messages may be more effective in getting a response. Consider using alternative channels if needed, but be mindful of not coming across as aggressive.
How can I increase efficiency with follow-ups?
Consider using WarmupInbox to build your email’s reputation and increase your delivery rates, and ensure your email list contains only verified addresses with EmailListVerify.
