The Ultimate Guide to Writing a Follow-Up Email (2023)

In a world filled with emails, texts, and instant messages, there are three sentences you probably find yourself constantly reading.miwriting:

  1. "just checkingver..."
  2. "I thought I wouldjust checkand find out..."
  3. "I just wanted tocheck inhear say..."

These phrases point to afollow up message. These are common expressions that people use, specifically in emails, when they're trying to convert leads, close deals, or just get the information they need. However, these repetitive phrases are often ineffective because they rarely grab the email recipient's attention and often don't seem to provide any immediate value.

But let's be real... you (or the person sending the message) aren't."fairsign up" anyway - you're trying to accomplish something. You're sending that follow-up message for a reason: to generate business, make a sale, clarify or learn something. So you need to make sure thatit doescapture the attention of the recipient and provide some kind of value. In this way, theyto wantto open and reply to your message.

Now, you may be wondering how to write an effective follow-up email thatactuallymeet this ultimate goal. In this guide, we'll cover the key steps to writing a successful follow-up email that will help you increase your open rates and conversions.

Let's start.

  1. set a goal
  2. open with context
  3. Clearly state a purpose
  4. Create a subject line
  5. Send the follow-up email

How to write a follow-up email

  1. set a goal
  2. open with context
  3. Clearly state a purpose
  4. Create a subject line
  5. Send the follow-up email

set a goal

Paso 1

You've already met your prospect, talked to them on the phone, or exchanged information over email; now is the time to send your follow-up email. Before you start crafting your email, you need to identify and clarify the ultimate purpose of your message.

This way, you can incorporate a strong call-to-action (CTA) that will make your recipient want to come back to you so you can reach your ultimate goal (be it a conversion, a sale, building a stronger relationship with your recipient, etc.) .). ..).

Let's review four of the most common main purposes of a follow-up email:

Needed information

Sometimes after having an initial conversation with someone, you may realize that you forgot to ask something or need additional information to help you.

You can ask your recipient to clarify some information about your business and/or pain points, get a status update on a deal you're working on with them, or determine whether or not you've made a sale. By clearly stating your need for the specific information you wish to obtain, you will provide them with clear instructions on how they can respond to you in a mutually efficient manner.

meeting request

Whether it's picking ideas, pitching a product or idea, asking for help, or getting feedback, chances are you're writing your follow-up email to request another meeting or conversation. In your email, you should provide details about what you want to discuss at the meeting and why the discussion will be valuable to the recipient (learn how you can help the recipient).

(Video) The Ultimate Guide on How to Write a Follow-up Email to a Client | Helping clients make a decision

To make things even easier for your recipient, you can add a link to afree meeting scheduling software, so they can add time to their calendar.


If you haven't talked to a connection in a while, hear great news about her or her company, or learn that she's made a big deal, you probably want to reach out to her and get the details directly from her. What happened. After all, these situations can change your need for support from you and your company.

For example, maybe your business has recently expanded and they're finally in a place where they can afford your support, or they need your services now more than ever. That's why updating yourself via a follow-up email can be so helpful. Be sure to state what specifically you hope to update in your email to avoid a vague or even lazy message – show your recipients how much you care about what you want to review with them.


Saying "thank you" helps a lot. While this type of follow-up doesn't always guarantee an immediate response, it does leave recipients with a positive feeling about you and your brand. Showing gratitude is professional and something that people will remember in the future; they may need to do business with you again in the future or refer you to a friend, colleague, or someone else in the industry.

Examples of situations where you want to say "thank you" to your email recipients includeWhen they ...

... provide you with a reference.

... write a review or help you complete a case study.

... close a deal/do business with you.

... pay attention to you, talk to you (through any means of communication) or meet you in person.

As you can see, once you've determined the purpose of your follow-up email, you can start writing your note with a clear purpose. This way, you can insert your CTA in a way that is obvious and easy for your recipients to understand and act on. This includes responding with the information you requested, scheduling a meeting with you, learning what has happened in your life, professional or personal, since you last spoke, or simply reading and acknowledging your thank you note.

By identifying and stating your objective in your follow-up email, you can provide your recipients with a professional-sounding message and CTA that provides them with some sort of immediate value (depending on their specific objective) and a way to act on it.

Let's take a look at a follow-up email template with a clear objective so you can get a better idea of ​​how to establish your purpose and include a CTA for your recipients. This particular model falls under the "meeting request", but feel free to tailor this template to your specific purpose and audience.

Enjoy your time today, Brian!

Hello Brian,

Thanks for sharing a bit about HubSpot, as well as the goals and challenges you're facing.

If you'd like to hear how other companies are dealing with challenges like yours, I'd be happy to schedule a call. We might also talk a bit more about your challenges and determine whether or not I can offer help.

Are you available for a call next Tuesday at 1pm?

Thanks again for chatting today and I look forward to hearing from you!

The Ultimate Guide to Writing a Follow-Up Email (2) The Ultimate Guide to Writing a Follow-Up Email (3)

save template

open with context

paso 2

How many emails do you receive every day? "A lot" might be what you're thinking, that's certainly my answer to that question.

With the high volume of email most people receive these days, it's important to include a personal connection, some sort of identifier, or common interest in your message that provides context to help your contact remember you. Doing so is especially important if this is your first follow-up email, if you don't have a close relationship with the recipient, or if a significant amount of time has passed since you last spoke.

Emphasizing and providing context around your initial communication, email, conversation, or interaction will help jog your memory and make the email easier to understand and respond to. Be sure to start your email with this context so the email recipient knows who you are and what you're following up on; The last thing you want to do is confuse the person (or people) you want to impress and do business with.

Here are some examples of strong email openers you might consider using in your follow-up to give your recipient the context they need.

Effective Email Openers

  • We met last week at [Event or Venue Name].
  • I was inspired after you spoke at [Event Name].
  • Our friend [name of mutual friend] suggested that I get in touch.
  • Last time we talked about... [Theme].
  • I'm reaching out regarding the email I sent a few weeks ago about [Topic].

Now, let's take a look at a follow-up email template with an email opener that is sure to give the recipient the context they need.

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Any questions Brian?

Hello Brian,

Last time we spoke, you asked me to contact you in a few months to discuss how [Company Name] can help your company achieve [goal]. It may be a few weeks early, but I thought I'd sign up.

Did you give my proposal further consideration? I will be happy to chat on the phone and answer any questions that may arise.

What is your schedule this week to talk?

The Ultimate Guide to Writing a Follow-Up Email (5) The Ultimate Guide to Writing a Follow-Up Email (6)

save template

Clearly state a purpose

stage 3

Now is the time to clearly state the purpose of your follow-up email. You must be sincere with your intentions from the beginning; this will prevent it from appearing spammy, unreliable, vague, or confusing.

For example, you wouldn't just say, "I'd like to have coffee and talk about what you do." Instead, would you like to say, "I'd like to grab a coffee to learn more about how you consistently hit quota because I've been struggling with my goals."

With that level of specificity, your contacts will feel that you are not wasting their time and will understand why you are requesting their attention; this will increase the likelihood that you will get the information or response you want from them. .

Let's look at some ways to clearly state the purpose of your email in your follow-up message.

Common Ways to Articulate a Purpose

  • I want to invite you to join me at [Event Name], I think it will be useful for what you do at [Company Name].
  • As we discussed, here is the [insert link] developer who can help you with your new website.
  • It would be great to know more about [topic] as I'm working on something similar at [Company Name].

Now, let's review an example template with a clearly stated purpose for you to base your follow-up email on:

I thought you might be interested in meeting [Name]

Hello Luisa,

Thank you very much for taking the time to chat today. I really enjoyed talking and learning more about your experience with [professional field]. I really appreciate all the tips and advice you've offered on getting into the [industry].

You mentioned that your team at [Company Name] is looking for a new business development representative, and in fact, I just met [Contact Name], who manages business growth strategy at [Company Name]. I think he would fit perfectly in your team. Can I make a presentation?

Thanks again for your time and advice. I wish you the best of luck in closing your beta and look forward to staying in touch!



The Ultimate Guide to Writing a Follow-Up Email (8) The Ultimate Guide to Writing a Follow-Up Email (9)

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Create a subject line

stage 4

Have you ever had a teacher in school who taught you to "write your introduction after writing the body of your essay"? Of course.

You can also think of your follow-up email this way: Try to work with the content of the email itself (opening line, body, closing line, and signature) before writing your email subject line. That way, you can ensure that you've written a strong and compelling subject line that's sure to make your recipients want to open it, and is therefore an accurate description of what you've written in the message.

Here are some other ways to write a strong subject line that will help you improve your email open rates: These tips and tricks come from a study HubSpot conducted in 2014 using 6.4 million emails sent with HubSpot Sales.

Tips for strong follow-up subject lines

  • Use concrete numbers and times.Emails with "Fast" in the subject were opened 17% less than those without.
  • Create a sense of urgency by using "tomorrow."Emails with "tomorrow" in the subject were opened 10% more than those without.
  • Try omitting the subject line.Emails with no subject line were opened 8% more than those with a subject line. (Since this is a less common practice and doesn't necessarily work for all types of businesses and in all situations, you might want to tryA/B testingsubject line vs. no subject line in your emails to see what works best for your target audience, customers, contacts andpeople two buyers.)

Now let's take a look at an email template with a strong subject line that grabs the recipient's attention and accurately describes what the recipient is about to read.

3 Reasons Why It Would Be A Great Addition To Your Team

Hello Luisa,

My name is [Your Name], I saw that [Company Name] is looking for [job title] and I needed to contact you.

I think I would be a great addition to your team for the following reasons:

  1. I am teachable. I love learning and am always reading a new book, blog, or listening to a podcast (current favorite is [Podcast Title]).
  2. I am [list your unique qualities].
  3. I believe in [Company] and its mission of [Reaffirm Mission].

I have attached my CV and a video of me explaining why I would be a great addition to your team (thought it would be a bit more personal). I've also included my website and examples of projects I worked on for [previous relevant role or position] in case you'd like to see examples of my work.

I look forward to hearing from you, [Name]!

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The Ultimate Guide to Writing a Follow-Up Email (11) The Ultimate Guide to Writing a Follow-Up Email (12)

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Send the follow-up email

Paso 5

Your follow-up email is written: there's a purpose behind it, it opens with context, your purpose is clear, and you've decided on a subject line (if applicable). Now you need to decide when you are going to click "Submit".

Depending on your specific situation, you'll want to send your follow-up at a certain time to ensure that your message remains relevant to your recipients.mihas the highest possible probability of being opened.

Here are some suggested deadlines that have worked for HubSpot employees to submit follow-ups.aboveemails based on various use cases.

  • Within 24 hours:Say "thank you" after a meeting, sale, conference, interview, or other special occasion that warrants an immediate thank you or follow-up.
  • Within 48 hours:After submitting important documentation (such as a job application or other type of submission form) or if the specific reason for follow-up is very urgent (and cannot wait 1-2 weeks).
  • Within 1-2 weeks:Follow up on a meeting request, after there's no response on a job offer, or to confirm receipt of a previously sent email that you need feedback on.
  • Every 3 months:Follow up on a previous connection, ask if anything has changed for them or your business, or learn about a new development in your business or personal life (depending on your relationship).

And it is that! Congratulations, you've officially written a strong and compelling follow-up email that's sure to get your recipients excited to reply and get in touch with you.

Take your follow-up emails to the next level

Follow-up emails have the power to convert leads, attract new business, build strong relationships, and close deals. The hardest part is getting your email recipients toto wantto open your email and reply to it.

Think through the important aspects of your follow-up email to make sure it's engaging, relevant, and valuable to your recipients—give them a reason to reply and contact you. Follow the steps above to write a follow-up email that is purposeful, provides context, has a purpose, and a strong subject line (if you choose to add one). Then, determine the best time to send the email so that the recipient can open it. Then sit back and watch your inbox fill up with responses.

And remember, if you ever need additional assistance or support when it comes to your email follow-up techniques,HubSpot's free sales softwareit's a great resource. Withemail templates,sequences,meeting scheduling tools, and much more, Sales Hub will allow you to take your follow-up emails to the next level, so you can start increasing your open rates and conversions right away.

The Ultimate Guide to Writing a Follow-Up Email (14)

When people are in the consideration or decision stage of the buying cycle, they are not patient. If you don't have the tools set up to answer them quickly, they'll make a decision without you.

Josh Harcus

Founding Principle


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