5 Tips for Structuring an Effective Follow-Up to a Cold Email

by Vinny Hassan in July 21st, 2022
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Prospecting can be a tricky process. You pour your blood, sweat, and tears into crafting the perfect cold email, only to have it go unreturned. It feels like all your hard work has been for nothing. But don't worry, there's still hope!

In this blog post, we'll give you five tips for how to structure an effective follow-up to a cold email. By following these tips, you'll be able to increase the likelihood of getting a response and ultimately landing that deal.

1. Keep it short and sweet

The most important thing to remember when sending a follow-up email is to keep it short and sweet. No one wants to read a novel, so get to the point quickly. Mention that you recently sent an email and ask if they had a chance to check it out.

If they're interested in learning more, provide a brief overview of what you have to offer and invite them to set up a call or meeting. The goal is to simply remind them that you exist and are interested in doing business with them. With a little effort, you should be able to get the attention of even the busiest client.

2. Provide value

Sales pitches can be challenging. You want to ensure you're providing value to the person you're reaching out to, but you also don't want to come across as pushy or sales-y. A follow-up email is a great way to maintain that balance.

In your follow-up email, make sure to highlight how your product or service can benefit the recipient. Whether saving them time or money, solving a problem, or helping them achieve their goals, make sure you communicate the value you can provide upfront.

This will help keep the recipient engaged and interested in what you have to say and increase the chances that they'll take action on your offer.

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3. Be persistent but not pushy

When sending a follow-up email to a prospect, it's essential to strike the right balance between persistence and pushiness. If you don't hear back after your first follow-up email, wait a week or two before sending another one. And if you still don't hear back after that, it might be time to move on.

The last thing you want is to come across as desperate, so make sure you give your prospects some space. That said, follow-up emails can be highly effective in closing a deal, so don't give up too quickly. If you believe in your product or service, keep following up until you get a response.

4. Personalize each email

When it comes to follow-up emails, personalization is vital. No one wants to receive a generic message that could have been sent to anyone.

With today's technology, it's easy to personalize each and every email you send. At the very least, include the recipient's name in the subject line and body of the email. But even better would be to mention something specific about them or their company that shows you've done your research beforehand.

By taking the extra time to personalize your follow-up emails, and not only, you'll stand out from the competition and show your potential clients that you're genuinely interested in doing business with them.

5. Always have a clear call to action

Finally, the most critical component of any follow-up email is the call to action. At the end of each message, you should always provide a concise and clear request for your prospect.

Whether setting up a meeting or requesting more information about their business, ensure you're specific in what you want them to do. This will help ensure they don't miss your point and understand what action you'd like them to take.


By following these five tips, you'll be on your way to structuring more effective follow-up emails that will help you close more deals. Keep your emails short, sweet, and focused on providing value, and you'll be well on your way.

Remember that follow-up emails are an essential part of the sales process and can be a powerful tool in helping you get the attention of even the busiest prospects. Keep at it, and you'll eventually be rewarded for your efforts.

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