Building follow up emails that demand a response

Gain insider tips on follow up emails – timing strategies, template mistakes, and metric-infused tactics that defy conventional wisdom.

Contents

Samantha Spiro
Samantha has over seven years of experience as both a content manager and editor. Bringing contact info to life is the name of her game. Some might say she’s a bit ‘SaaS-y.’

Ever sent a follow up email and immediately regretted it? You’re not alone. I’ve spent years composing follow ups for every cloud under the sun, and let me tell you – most of what we think we know about follow up emails is hilariously wrong. Let’s dive into the stuff nobody talks about.

The bizarre truth about timing 

Remember that ‘rule’ about sending emails on a Tuesday morning? Well, here’s something that’ll make you chuckle – Tuesday morning is when most executives clean out their inbox. Translation? Your carefully curated follow up is heading straight to the trash with yesterday’s newsletters.

 

Chad S. White

Head of Research @ Oracle Marketing Cloud

The best time to send a follow up email isn’t a one-size-fits-all solution. Our research shows that optimal timing varies significantly by industry, with B2B tech companies seeing highest engagement rates on Thursdays between 10 AM and 2 PM, while creative industries perform better with emails sent on Tuesday afternoons.


The template trap (or why your creative emails are failing)

You know those creative follow up templates everyone swears by? The ones with the “I was just thinking about you” opener? Yeah, they’re about as authentic as a three-dollar bill. Everyone’s seen them. Everyone ignores them.

So, replace anything bland with the below blend:

The “I messed up” approach

People love honesty – especially when it’s unexpected. Admitting a small, harmless mistake (like forgetting to send a link or misinterpreting a detail) makes you human. It’s disarming. And in a world of over-polished sales gimmicks, a little self-deprecating humor goes a long way.

The industry insider angle

Instead of the usual “just checking in,” hit them with something they really care about. Think about a trend, a challenge, or an opportunity nobody’s talking about yet. Make them feel like they’re in on something exclusive, and suddenly, your email isn’t just another ask – it’s valuable intel.

The mutual connection surprise

Dropping a name they know and trust changes the dynamic. It’s no longer cold outreach but rather a warm introduction or handoff. And if you don’t have a shared connection? A shared experience, alma mater, or niche interest works just as well. Anything that makes you less of a stranger (nobody wants their outreach to sound the ‘stranger danger’ alarm).

The metric-laden revelation

Numbers don’t lie, and curiosity is an enticing carrot to dangle. If you’ve got a surprising stat, a fresh insight, or a ‘hush-hush’ finding, lead with it. When someone sees hard data that challenges their assumptions, they’re far more likely to engage.

Bottom line? If your follow ups sound like a recycled script, they’re getting recycled straight to the deleted folder. Inject some personality, tap into “what could be,” and give them a reason to want to respond.


The neglected importance of subject line formulas

Here’s a wild statistic – 89% of follow up emails use the same subject line as the original email. Talk about a missed opportunity! 

 

Dela Quist

CEO @ Alchemy Worx Source

Subject lines are the front door to your email. Our research at Return Path found that 69% of email recipients report an email as spam based on the subject line alone. Crafting a compelling subject line isn’t just an art – it’s a critical strategic decision that can make or break your email engagement.


The mobile mishap nobody talks about

So, your follow up email is crisp, compelling, and visually stunning on your desktop. You hit send, feeling smug. But then you learn that 76% of executives first read emails on their Apple Watch. Mind-blowing, right? That pixel-perfect layout? Crushed. That beautifully formatted intro? Clipped. What do they see? An eight-word preview before deciding whether to open or ignore it. Let’s talk about how to make that tiny sliver of text work below.

 

The surprisingly successful “anti-follow up” follow up

What if, instead of following up like everyone else, you made your email not look like a follow up at all? Your first email might have landed in their inbox at the wrong time. They might have skimmed, forgotten, or mentally bookmarked it for later (which means never).

The workaround?

Instead of a reminder email, send them something new – a relevant insight, a set of numbers that make people stop and think, or even a brief personal note that catches them off guard. Anything but “just following up.”


The white space wonder

The amount of empty space in your email affects response rates more than the actual words. No, really. An email that looks too dense gets ignored as our brains decide it’s too much work before we even read the first line.

A simple tweak:

 

Incorporate shorter paragraphs, intentional line breaks, and a little breathing room. Just making these small changes can dramatically boost readability.

Test this yourself: take an email that isn’t getting responses, space it out properly, and watch what happens. The difference can be immediate.


The signature detail

Some people stuff their signature with every possible link: 

  • Website
  • Social media
  • Calendly
  • Case studies. 

Others go ultra-minimalist:

  • A name
  • A sign-off. 

Neither is ideal. Include just enough to add credibility but not enough to distract.

The unexpected power move?

One single call to action. Whether it’s a quick sentence (“Would love to hear your thoughts”) or a subtle inquisitive trigger (“PS: Thought this might be relevant”), using your signature as an extra hook increases response rates without making your email feel like a pitch.


The preview text predicament

Your recipient’s inbox only shows a snippet of your email before they open it. That means the first sentence (or, if left blank, a random piece of text) is your first impression. Is it boring? It will get skipped. Is it confusing? It’ll get ignored. Is it intriguing? It will be opened.

 

Most preview text is wasted on filler like “Hope you’re doing well” or “Just following up.” Instead, use that space strategically – present a question or hint at something they need to see. If they don’t open the email, nothing else matters.


The follow up frequency myth

Most people assume that sending too many follow ups will push a prospect away. In reality? More follow ups often lead to more responses. The difference is how you follow up. Each email should offer something new – a different angle or a quick takeaway they find useful. One follow up is rarely enough. Two is better. Three or four? That’s when responses generally start rolling in.

The automation anomaly

The problem is lazy automation. Generic sequences or identical subject lines scream “sent by a bot.” The moment your prospect senses an impersonal, automated follow up, they tune out.

The fix? Semi-automation. 

  • Change up sentence structures.
  • Add a manual touch to emails that matter.

It goes without saying that automation should feel like you sat down and wrote the email just for them.


The forgotten formatting factor

Long, chunky paragraphs are an immediate turn-off. However, one-sentence paragraphs are oddly engaging. The best-performing follow ups balance readability with depth, incorporating just enough white space to keep the eye moving, but not so much that it looks like a list of one-liners.

Simple tweak: 

Before sending, read your email on mobile. If it looks like a wall of text, it’s too much. Break it up, and watch your responses increase.


The attachment advantage

Attachments get flagged as spam, but masterminded attachments increase engagement. It must be low-friction, high-importance content. A short PDF summary, single-slide deck, or a screenshot instead of a full attachment. People love tangible takeaways, which is why a well-placed attachment can make your follow up feel more enriching.

Follow up on your strategy 

Following up supersedes persistence. It boils down to understanding human behavior and using it to your advantage. These unconventional tactics might seem strange at first, but they’re fuelled by real data and results. Give them a try to see if you can get the results you’re following up on. 

Frequently asked questions and answers

Won’t some of these tactics seem manipulative?

There’s a difference between manipulation and understanding human psychology. These techniques work because they align with natural human behavior patterns.

How do these tips work for different industries? 

While the principles remain the same, the implementation varies. B2B tech might need more formality than creative industries.

What about international follow ups? 

Cultural considerations can significantly impact these outlined steps and takeaways. Always research your target market’s business customs.

Author

  • Samantha has over seven years of experience as both a content manager and editor. Bringing contact info to life is the name of her game. Some might say she's a bit 'SaaS-y.'

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