How to Write a Cold Email Follow Up That Gets Replies: A Step-by-Step Guide for Sales Teams

You've spent hours researching prospects, crafting the perfect initial outreach, and personalising every line. You hit send, feeling optimistic. Then. silence.

It's a common scenario in sales, but the biggest mistake is stopping there. A strategic cold email follow up is often the single action that separates a failed campaign from a booked meeting, because most responses don't happen after the first email.

Mastering the art of the follow up email isn't about being pushy; it's about professional persistence. It involves providing additional value, staying top-of-mind, and catching your prospect at the exact moment they're ready to engage. This guide will walk you through every step of creating a follow-up sequence that feels helpful, not harassing, and ultimately gets you the replies you need to build your pipeline.

What You'll Learn

• Persistence Pays Off: The majority of positive responses in any cold outreach campaign come from follow-up messages, not the initial email.
• Value is Non-Negotiable: Every single follow-up email must offer new and tangible value. Simply "bumping" your message to the top of an inbox is ineffective.
• Timing is Everything: A well-planned cadence, typically waiting 2-3 days between early follow-ups, respects the prospect's time while keeping the conversation alive.
• Strategy Over Volume: A successful follow-up sequence is a strategic conversation spread across multiple touchpoints, not just a series of reminders.
• Automation is Your Ally: Using tools to manage your follow-up sequence ensures consistency and scalability without sacrificing the crucial element of personalisation.

What Exactly is a Cold Email Follow Up?

A cold email follow up is a subsequent email, or a series of emails, sent to a prospect who did not reply to your initial cold outreach. Its primary purpose is to re-engage the prospect, remind them of your initial message, and provide another opportunity for them to respond. However, a truly effective follow up is much more than a simple nudge or a digital tap on the shoulder.

Think of it as the next step in a conversation the prospect hasn't joined yet. Your first email was the introduction. The follow-up is where you can add a new piece of information, share a relevant resource, or offer a different perspective on the problem you solve. It's an opportunity to build familiarity and demonstrate your expertise and helpfulness over time.

A common misconception is that follow-ups are inherently annoying. This is only true if they are done poorly. A lazy follow up that just says, "Just checking in on my last email," adds no value and is easily ignored. A strategic cold email reminder, on the other hand, respects the recipient's busy schedule by being concise and offering something useful, making it a welcome and professional touchpoint.

Why Your Sales Strategy is Incomplete Without Follow-Up Emails

Neglecting the follow-up process is like abandoning a potential customer at the final hurdle. The data is overwhelmingly clear: persistence is directly correlated with success in cold outreach. Relying solely on your first email means you are likely leaving over 80% of your potential replies on the table. Here’s why a systematic follow-up strategy is essential.

Drastically Increases Reply Rates

Studies consistently show that reply rates increase with each subsequent email sent in a sequence, often peaking around the third or fourth touchpoint. A single email has a low probability of landing at the exact moment a prospect is thinking about the problem you solve. A sequence of follow-ups multiplies your chances of achieving that perfect timing, significantly boosting your overall campaign performance.

Builds Brand Recognition and Trust

The mere-exposure effect is a psychological principle where people tend to develop a preference for things merely because they are familiar with them. When a prospect sees your name and company appear in their inbox a few times in a helpful context, it builds a sense of familiarity and legitimacy. You move from being a complete stranger to a recognised name, which is a crucial step in building the trust required for them to engage.

Catches Prospects at the Right Time

Your prospect is busy. The first email might have arrived while they were in a meeting, dealing with a crisis, or simply overwhelmed with other priorities. A well-timed follow up email can re-surface your message when they have more time or when the problem you solve has become more urgent for them. Your persistence ensures you're there when their needs align with your solution.

Allows for Different Angles and Value Propositions

Your initial email might have focused on one specific pain point or benefit. A follow-up sequence allows you to test different angles. Your first follow-up could share a case study relevant to their industry. The next could highlight a different feature or benefit of your product.

This multi-faceted approach increases the chances that one of your messages will resonate with their specific needs.

Crafting Your Follow-Up Strategy: Timing, Frequency, and Sequence

Before you write a single word, you need a plan. A successful cold email follow up strategy is built on a carefully considered cadence of timing and frequency. Sending emails too close together can feel aggressive, while waiting too long can cause the trail to go cold. The goal is to find the sweet spot that keeps you top-of-mind without becoming a nuisance.

How Long Should You Wait Before Following Up?

The general best practice is to wait 2-3 business days before sending your first follow up. This gives the prospect enough time to have seen and considered your initial email without completely forgetting about it. After the first follow-up, you can gradually increase the time between subsequent messages.

A typical, effective cadence might look like this:

• Day 1: Initial Cold Email
• Day 3: Follow-Up 1 (wait 2 days)
• Day 7: Follow-Up 2 (wait 4 days)
• Day 14: Follow-Up 3 (wait 7 days)
• Day 28: Follow-Up 4 (The Break-Up Email – wait 14 days)

This structure shows professional persistence initially and then respectfully backs off, demonstrating that you value their time.

How Many Follow-Up Emails Are Too Many?

There isn't a magic number, but most sales experts agree that a sequence of 3 to 5 follow-up emails (for a total of 4-6 emails including the initial one) is the sweet spot. This provides enough touchpoints to make an impact without crossing the line into spammy behaviour.

The final email in your sequence should always be a "break-up email." This is a polite message that signals you won't be contacting them again about this matter. It often creates a sense of urgency or curiosity and can generate a surprising number of replies from prospects who were interested but just hadn't gotten around to responding.

Pro Tip: Keep your entire follow-up sequence within the same email thread. Replying to your previous message bundles the entire conversation together. This makes it incredibly easy for the prospect to scroll up and get the full context of who you are and why you're reaching out, without needing to search their inbox.

The Multi-Channel Follow-Up Approach

To maximise your impact, consider complementing your email follow-ups with other channels. A day or two after sending a follow-up email, you could view the prospect's LinkedIn profile or send a connection request. This multi-channel approach reinforces your name and shows that you've done your research.

This doesn't mean bombarding them on every platform. A light touch is key. A simple profile view is a subtle, non-intrusive way to remind them of your existence. This integrated strategy can make your email feel more personal and less like it came from an automated, faceless system.

The Anatomy of a High-Converting Cold Email Reminder: A Step-by-Step Guide

Now that the strategy is set, it's time to write. Each follow-up email should be a masterclass in brevity and value. Your prospect will likely be reading it on their mobile phone, so every word counts. Follow these steps to construct a follow up that gets opened, read, and acted upon.

Step 1: Write a Compelling Subject Line

For follow-ups, simplicity often wins. The easiest and often most effective approach is to simply reply to your previous email, which will automatically generate a subject line like "Re: [Original Subject]". This instantly provides context.

If you choose to write a new subject line, keep it short and relevant. You could try a simple phrase like "Following up" or ask a question related to your value proposition, such as "Question about [Their Company]'s sales process". Avoid generic or clickbait-style subject lines that can damage your credibility.

Step 2: Provide Context (Without Guilt-Tripping)

Begin your email by gently reminding them of your previous message. The key is to be polite and assume they were simply busy, not that they intentionally ignored you. A simple, friendly opening works best.

Good examples:

• "Hi [Name], just wanted to quickly follow up on the email I sent last week about [topic]."
• "Hi [Name], I'm just circling back on my previous note regarding [value proposition]."

Bad examples (avoid these):

• "As per my last email…"
• "Just checking if you saw my previous message."
• "I haven't heard back from you yet."

Step 3: Add New, Tangible Value

This is the most critical part of any follow up email. Never send a message that just asks if they've read your last one. You must provide a new reason for them to engage. Each follow-up is a chance to offer a different piece of value.

Examples of new value include:

• A Relevant Case Study: "I thought you might find this case study on how we helped [Similar Company] achieve [result] interesting."
• A Helpful Resource: "Our team just published a guide on [relevant topic], and I thought it could be useful for you. You can find it here."
• A Surprising Statistic: "I saw a recent statistic that companies in your industry are [facing X challenge]. We help solve that by [doing Y]."
• A Short Video: "I recorded a quick 2-minute video to explain how this could specifically apply to [Their Company]."

Step 4: Keep it Concise and Scannable

Your follow-up should be even shorter than your initial email. Aim for a maximum of 50-100 words. Use short sentences and break your text into 2-3 small paragraphs. The goal is for the prospect to understand your message and what you want from them in less than 20 seconds.

Remember, white space is your friend. A dense block of text is intimidating and likely to be skipped. Make your email easy on the eyes.

Step 5: End with a Clear, Low-Friction Call-to-Action (CTA)

Make it incredibly easy for the prospect to respond. High-friction CTAs that ask for a 30-minute meeting are often too much of a commitment for a cold prospect. Instead, use a low-friction CTA that asks a simple, interest-based question.

Examples of low-friction CTAs:

• "Would you be open to learning more?"
• "Is this something that might be a priority for you in the coming months?"
• "If this sounds interesting, I can send over a bit more information. What do you think?"

By asking a simple yes/no question, you make it easy for them to reply with a single word, which can be the start of a real conversation. For prospects who are ready to book, including a link from a scheduling tool like SimplyBook.me can reduce the back-and-forth of finding a time.

Top Cold Email Follow Up Templates and Examples

Here are a few battle-tested templates you can adapt for your own campaigns. Remember to always personalise them for your specific prospect and industry. These templates are designed to be used in sequence after your initial outreach.

Template 1: The "Quick Value-Add" Follow-Up (2-3 days after initial email)

Subject: Re: [Original Subject]

Hi [Name],

Just wanted to quickly follow up on my email from Tuesday.

Our team recently published a guide on [Relevant Topic], and I thought it might be a useful resource for you and your team at [Company Name].

Here's the link: [Link to Resource]

Let me know if this is a priority for you right now.

Best,

[Your Name]

Why it works: It's short, helpful, and doesn't ask for anything in return. It positions you as a helpful expert rather than just a salesperson.

Template 2: The "Case Study" Follow-Up (4-5 days after previous email)

Subject: Re: [Original Subject]

Hi [Name],

I was thinking more about your work at [Company Name] and wanted to share how we helped [Similar Company] in the [Their Industry] space.

We worked with them to [achieve specific result, e.g., increase their lead conversion by 30%]. You can read the full story here in a short case study: [Link to Case Study]

Is improving [metric] something you're focused on this quarter?

Cheers,

[Your Name]

Why it works: It provides powerful social proof and makes your solution tangible. Mentioning a similar company makes the results feel more achievable for the prospect.

Template 3: The "Break-Up" Email (1-2 weeks after previous email)

Subject: Closing the loop

Hi [Name],

I've reached out a few times regarding [your solution] and how it could help [Company Name] with [challenge], but haven't heard back.

This tells me it's likely not a priority right now, so I won't contact you about this again. If your priorities change in the future, please feel free to get in touch.

All the best,

[Your Name]

Why it works: This email is professional and respectful. It often triggers a response due to the fear of missing out (FOMO) and prompts those who were interested but busy to finally reply. It also cleans your pipeline so you can focus on engaged leads.

Automating Your Follow-Ups: Tools and Platforms

Manually tracking and sending dozens or hundreds of follow-up emails is not just inefficient; it's nearly impossible to do correctly. This is where sales engagement and cold outreach platforms become essential. They automate the entire sequence, stopping automatically when a prospect replies, ensuring you never send an awkward follow-up to someone who has already booked a meeting.

Recommended Sales Engagement Platforms

Choosing the right tool depends on your team's size, budget, and specific needs. Here are some of the top options in the market:

• Reply.io: A powerful platform that excels at creating multi-channel sequences. You can automate emails, LinkedIn interactions, calls, and WhatsApp messages all from one place. Its AI-powered features also help with writing and optimising your outreach copy.
• Instantly.ai: Known for its strong focus on email deliverability. It offers unlimited email account warm-ups, which helps your messages land in the primary inbox, not the spam folder. It's built for scaling cold email campaigns effectively.
• Hunter Campaigns (Hunter.io): A straightforward and effective tool for cold email automation. Its biggest advantage is its seamless integration with Hunter's renowned email finder, allowing you to find and verify email addresses and then immediately add them to a follow-up sequence.
• Apollo.io: An all-in-one sales intelligence and engagement platform. It combines a massive B2B contact database with sequencing tools, allowing you to find prospects and reach out to them without leaving the platform. It's a great option for teams that need both data and outreach capabilities.

Cost and Pricing Considerations

Pricing for these tools typically follows a per-user, per-month subscription model. Costs can vary widely based on the features offered, the number of contacts you can email, and the level of support.

It's always best to visit the official websites for the most current pricing information, as plans and features can change. Most of these platforms offer free trials or limited free plans, allowing you to test them before committing.

Watch: The Best Cold Email Follow Up Strategy in Action

Reading about strategy is one thing, but seeing it explained can provide even more clarity. This video from Instantly provides an excellent overview of building an effective follow-up strategy that gets results.

Frequently Asked Questions About Cold Email Follow Ups

Here are answers to some of the most common questions people have about sending a cold email reminder.

How do I politely send a follow-up email?

Politeness comes from your tone and your approach. Always assume the recipient is busy, not that they are ignoring you. Use friendly, low-pressure language like "just wanted to quickly follow up" or "circling back on this." The most polite thing you can do is respect their time by keeping your email short and providing new value, so they don't feel like you've wasted their time.

What is the 3 email rule?

The "3 email rule" is a common guideline suggesting that a short sequence of three emails (the initial email plus two follow-ups) is often sufficient to gauge interest. It's not a strict rule but a principle based on finding a balance between persistence and avoiding annoyance. For many campaigns, extending this to 4-6 total emails can yield even better results, as long as each message adds value.

Is cold email illegal?

In most places, cold emailing for legitimate business purposes is legal, provided you follow certain rules. In the US, the CAN-SPAM Act requires you to provide a clear way to opt-out and not use deceptive subject lines. In Europe, GDPR is stricter, but outreach to business contacts for legitimate interest is generally permissible. The key is to target relevant prospects who could genuinely benefit from your offer, personalise your message, and always honour unsubscribe requests immediately.

Pro Tip: To stay compliant and maintain a good sender reputation, always include a clear unsubscribe link or a line like, "If this isn't relevant, let me know and I won't contact you again." This gives recipients an easy way out and prevents them from marking your email as spam, which can harm your deliverability.

What is the success rate of cold emailing?

The success rate, typically measured by positive replies, can vary dramatically based on the industry, the quality of your list, and the skill of your copywriting. A typical reply rate for a decent cold email campaign might be between 1% and 5%. However, implementing a strategic follow-up sequence can often double or even triple that rate. Success isn't just about replies; it's about starting conversations, and follow-ups are the best tool for that.

What is the +1 email trick?

The "+1 email trick" is an outdated tactic where a salesperson would reply to their own sent email with a message like "+1" or "bumping this up." The goal was to push the original email back to the top of the recipient's inbox. This method is no longer effective. Modern email clients like Gmail thread conversations, so your "+1" email will just be added to the existing thread and won't trigger a new notification or bring it to the top of the main inbox view. A proper follow-up with new value is always the better approach.

Final Thoughts: Turning Silence into Sales

Silence in response to a cold email is not a definitive 'no'. It's simply a lack of a 'yes' right now. The difference between a struggling salesperson and a top performer often comes down to their willingness to embrace the follow-up. By treating each follow-up as a new opportunity to provide value, you transform your outreach from a single shot in the dark into a strategic, multi-touch conversation.

Remember the core principles: be persistent but respectful, always add new value, and use automation to execute your strategy at scale. A well-crafted follow-up sequence demonstrates professionalism and a genuine belief in the solution you're offering. It builds trust, keeps you top-of-mind, and ensures you're there when your prospect is finally ready to talk.

If you're ready to stop leaving conversations on the table and want to build a scalable outreach process, exploring a dedicated platform is the logical next step. Tools like Reply.io for multi-channel outreach or Instantly.ai for high-volume email campaigns can provide the structure and automation you need to turn silence into sales.