Spending hours, labor and financial resources on crafting an email outreach campaign of a single, first-encounter email may make it seem like you’ve done all you can. You used all that was on hand, and if your leads don’t respond (or very few do)— the campaign has failed, there’s something inherently backwards about this marketing model, and you can’t possibly make it work out…

But all hope is not lost, and you can revive even the most stagnant of email campaigns. The answer is follow-ups.

Follow-ups are essential tools for driving engagement and boosting conversion rates in any outreach campaign. Though, many marketer and sales reps stop after the first email, assuming no response means disinterest. While this may be the case, who said you couldn’t fight for interest? Follow-ups are often what tip the scale in your favor. 

But how do you craft follow-ups that don’t feel repetitive or annoying? More importantly, how do you aggregate the impact to turn prospects into replies and conversions?

We’ll give you a foundational, well-rounded understanding of getting the most out of email outreach using follow-ups with this guide.

Follow-Ups Are Non-Negotiable

First and foremost, follow-up emails are not something to consider, they’re something to do. They are a vital part of any outreach strategy. Studies have shown that 80% of sales require five or more follow-up emails to close, yet many give up after just one. It’s not about bombarding prospects—it’s about giving them multiple opportunities to engage when the timing is right.

Different Ways to Craft Follow-Ups for Responses

There are different types of follow-ups depending on your outreach goals and where the prospect stands in their decision-making process. Depending on what you’re trying to get the prospect to do or what your points of contact might be, the purpose, and therefore the execution, of each follow-up should shift slightly based on your objectives. Let’s explore a few approaches.

Simple Reminder

Sometimes a prospect just needs a gentle nudge to jog their memory about your initial email. There’s no harm in this approach—you’re simply making sure they see the value in your original outreach, so don’t torture yourself thinking your leads will be annoyed by another email. 

Example Email:

Subject: Just checking in on my previous message, [First Name]

Hi [First Name],

I wanted to follow up on my previous message about [insert solution here] for [Company Name]. I understand how busy things can get, so I thought I’d send a quick reminder in case my email slipped through the cracks.

I’m confident that our [specific product/service] can help [solve pain point, e.g., reduce operational costs or boost productivity by X%], and I’d love to chat more about how we can tailor it to [Company Name]’s needs.

Looking forward to hearing your thoughts!

Best regards,  

[Your Name]  

[Your Position]

Value X2

Your follow-up email is also a great opportunity to add value. Offering something extra, like a resource, a free guide, or an exclusive offer, can entice prospects to take action and engage with your message. This isn’t just a repeat of your initial email—it’s an enhancement that further demonstrates your commitment to helping them.

This type of follow-up is great for both cases when your prospect hasn’t seen your first email at all and you’re getting your name in their inbox for the second time; and when your first message was opened, but maybe the prospect did not feel like the value proposition of your initial email was worth their time and attention. So now, it’s time to pump up the value.

Example Email:

Subject: A resource to increase[Company Name]’s MRR (clear statement of problem & solution)

Hi [First Name],

I wanted to send you a quick follow-up with a resource that I believe could be helpful for [Company Name]—our guide to [specific resource; e.g., increasing operational efficiency or improving customer retention]. It’s full of actionable tips that companies like [insert relevant company name or industry] have used to achieve [specific result, e.g., a 20% increase in sales].

If you think this could be useful, I’d love to schedule a call to discuss how our solution can help [Company Name] achieve similar results.

Feel free to download the guide [here] and let me know if you’d like to explore this further.

Best,  

[Your Name]  

[Your Position]

Explore Different Channels

While email outreach is highly effective and the ROI speaks for itself, don’t limit yourself to just one channel. By synchronizing your efforts across platforms—like LinkedIn—you can multiply your touchpoints and increase the chances of getting a response. Engaging with prospects on multiple channels makes your outreach more dynamic and builds familiarity.

Example LinkedIn Message:

Hi [First Name],

I wanted to quickly follow up on the email I sent about how we can help [Company Name] improve [specific challenge, e.g., customer acquisition strategies or cutting overhead costs].

If it’s easier for you to connect here, I’d be happy to share a few tailored insights based on what we’ve done for similar companies in [prospect’s industry]. I’m confident we can deliver [specific result] for [Company Name], and I’d love to chat about how we can collaborate.

Looking forward to your thoughts!

Best,  

[Your Name]

As with outreach on any platform, be clear on why you’re messaging the prospect. However, don’t be sales-y. People on LinkedIn are increasingly wary of sales pitches coming at them from every corner, so you really have to emphasize the advantage of your solution and how it can directly benefit the customer. Be confident yet friendly; you can even personalize your message based on your mutual connections or company-specific insights they’ve shared on their LinkedIn page.

With multichannel outreach, there are more points of contact and more chances of getting a reply. You can leverage this opportunity to the max and set up an outreach campaign that syncs both channels seamlessly and is dynamic and reactive to different prospect decisions across platforms. 

Follow Ups for Recruitment

When reaching out to potential candidates, follow-ups are just as crucial as they are in sales outreach. A well-crafted recruitment follow-up with specific formulation can make the difference in getting a candidate’s attention. Use this opportunity to reinforce what sets your company apart—its values, culture, and growth opportunities. It’s also a chance to highlight how the candidate’s unique skills align with your company’s mission, making them feel like they belong in your organization.

The candidate may very well have not seen your initial message, but this is your chance to not only remind them of your offer, but also to drill down the specific advantages and unique opportunities your business provides for talent like them to thrive.

Example Email:

Subject: [First Name], Let’s Explore an Opportunity at [Company Name]

Hi [First Name],

I wanted to follow up on the message I sent earlier about our open [Position] at [Company Name]. Based on your experience in [specific skill/experience], I’m confident that you’d thrive in this role, where you’ll have the chance to [specific impact, e.g., lead projects that directly drive revenue or spearhead innovations in our product line].

At [Company Name], we’re focused on [specific company value, e.g., delivering real results through cutting-edge innovation and collaborative teamwork]. Your expertise in [candidate’s key skill] aligns perfectly with what we’re building, and we believe you’d have the opportunity to make an immediate impact here.

I’d love to schedule a quick chat to explore how you can grow with us and how we can support your career goals. Are you available for a brief call this week?

Looking forward to hearing from you.

Best regards,  

[Your Name]  

[Your Position] 

Conclusion

If you don’t reach your desired number of prospects or candidates in the initial round of your email campaign, don’t give up—it’s far from over. Follow-up emails (possibly sequences of them), offer a solid second chance to capture interest and spark engagement. The key is to focus on finding the most effective approach for each scenario. Tailoring your follow-ups to specific situations—whether it’s sales, recruitment, or client outreach—will maximize the effectiveness of the campaign. 

Of course, there is always the option of expanding beyond email into other outreach channels, like LinkedIn or social media, which can enhance your reach and improve response rates. Lastly, you can test different email styles, templates and formats among your email list to find what resonates best with your audience and will further optimize your outreach efforts.