A Guide to Follow-Up Emails in Cold Outreach

Learn how to improve your sales conversion rates with effective follow-up strategies.

Lunas Team

How and when should you follow up with prospects based on their stage in the pipeline


Do you need help to close deals and convert potential customers into loyal clients? The secret could be in your follow-up process. Follow-ups are a critical component of any successful sales outreach, and they can make all the difference between closing a deal and losing a potential customer. While initial outreach efforts can generate interest, the follow-up is where the real conversion happens. It shows that you care about your prospect's needs, are attentive to their questions, and are committed to building a relationship.

But timing is everything. Following up with prospects at the right time is crucial to keep the conversation going without being too pushy. It's a delicate balance; a follow-up too soon can come across as too aggressive, while a follow-up too late can mean missed opportunities.

In this blog post, we'll explore the importance of follow-up emails, crafting a follow-up strategy using best practices, and how and when to follow up with prospects at different sales pipeline stages. We'll also give you access to our Follow-Up Calendar and Best Follow-Up Email Templates that we use at Lunas, a valuable resource for streamlining your follow-up process and improving your conversion rates. So, let's get started!

The Importance of Follow-Up Emails

 Closing the Deal: A Guide to Follow-Up Emails in Cold Outreach, The Importance of Follow-Up Emails‍

Did you know 20% of leads are followed up, while only 24% of sales emails are opened?

It's a staggering missed opportunity for businesses. But fear not because a successful follow-up strategy can increase your conversion rates by a whopping 22%.

So why are follow-up emails often overlooked? It may be the fear of coming across as pushy or getting rejected. Or it's because marketers focus too much on crafting the perfect first email and need to prioritize the crucial next steps. Here's the truth: a single email won't cut it.

To truly engage your prospects, you must launch a series of follow-ups showing you're committed to their needs and eager to help. Don't let those potential opportunities slip away. Now, we're not suggesting you spam your prospects with endless messages. Instead, use a mix of compelling content, helpful resources, and personalized messages to keep them engaged and interested. Use your follow-up emails to build rapport, offer value, and address any concerns they may have.

Remember, a successful follow-up strategy is all about persistence and creativity. With the right approach, you can convert those missed opportunities into long-lasting relationships with your prospects. The following section will teach you how to create a successful Follow Up Strategy.

How to Create a Successful Follow-up Strategy

Set Clear Follow-Up Goals

Before sending follow-up messages, clearly understand what you want to achieve. Whether closing a sale or simply staying top-of-mind, by defining your goals will help you personalize your messaging accordingly.

Create a Timeline

Keep your follow-up communications from falling by the wayside. Create a timeline and stick to it to ensure you stay on track.

Write Clear Follow-Up Headlines

Your message's subject line or headline is your first chance to grab your lead's attention. Make it clear, concise, and compelling to increase your chances of success. Here are some examples of Follow Up Headlines you can use:

  • "Following Up on Our Conversation"
  • "Quick Check-In Regarding [Topic]"
  • "Re: Our Meeting [Date and Time]"
  • "Did You Have Time to Review Our Proposal?"
  • "Thank You for Your Time [Date and Time]"
  • "Here's What We Discussed [Topic]"
  • "Checking in on the Progress of Your Project"
  • "Can I Answer Any Questions for You?"
  • "Touching Base Regarding Your Request"
  • "Following Up on Your Interest in Our Services"

Timing is Key for Follow-Up Emails

Closing the Deal: A Guide to Follow-Up Emails in Cold Outreach, Timing is Key for Follow-Up Emails

How do you know when the time is right to send that second message?

While it's true that most emails are opened within the first few hours of delivery, it's essential to exercise patience. Resist the urge to hit that "send" button too soon. Give your recipient three days to respond before crafting a follow-up email.

Remember, the goal is to strike the perfect balance between persistence and patience. You don't want to be pushy or annoying, but you also don't want to let a potential opportunity slip away.

So, take a deep breath and trust the timing. Give your recipient ample time to digest your initial message and respond. And when you do send that follow-up email, make sure it's thoughtful, concise, and engaging. After all, timing may be critical, but the content of your message is equally important.

The Best Days to Send Emails and Get a Response

Many people struggle to find the perfect day to send emails. Luckily, there's been much research on this topic, and we've got the inside scoop on the best days to hit send.

  • According to multiple studies, these two days are the top performers for email response rates. So, if you want to increase the chance of getting a response, these are the best days to send your emails.
  • Weekends: Sorry, but weekends are a no-go for email sending. A Hubspot report suggests that sending emails on weekends is a flawed strategy and should be avoided.
  • Other weekdays: While Tuesday and Thursday may be the best, other weekdays are just a little behind. So, if you can't send your email on those days, don't fret. Just avoid weekends.

Armed with this knowledge, you can schedule your emails for maximum impact. Feel free to experiment with different days and times to see what works best for your audience. And remember, sending an email is just the first step. It's up to you to craft a compelling message that will make your recipient want to respond.

Closing the Deal: A Guide to Follow-Up Emails in Cold Outreach, The Best Days to Send Emails and Get a Response

When is the Best Time to Send a Follow-Up Email?

Timing is everything when it comes to email outreach. When is the best time to hit send?

  • According to experts, the recipient's time zone is between 10 AM and 11 AM.
  • Avoid sending emails at 12 PM, as it's the worst time for open rates.
  • Midweek is the sweet spot for follow-ups, as you want to stay aware of the Monday morning pile.

But you'll need to dive into your data if you want to nail your email timing. Segment your audience and track their behaviour to find the optimal timeframes for each group. Unfortunately, you will only know a little about the recipients if your email list is unfiltered. That's why it's crucial to get to know your audience better.

With the help of outreach tools, you can keep track of the best sending times and adjust your strategy accordingly. The more you know your audience, the better your chances of getting a response.

Make sure to complete your follow-up emails. Use these tips to improve your timing and increase your chances of success.

How Many Follow-Up Emails Should You Really Be Sending?

If you want to close a sale, you must be persistent. That's why following up with potential clients multiple times is important. In fact, according to research, 80%of sales require an average of 5 follow-ups before a deal can be closed.

But here's the shocking part - after just one attempt, 44%of salespeople need to follow up. That's a huge missed opportunity!

So, how many follow-up emails should you be sending? You should send at least five follow-up emails; each spaced out with a reasonable amount of time in between. Spacing out your emails reduces the chance of overdoing them and being marked as spam.

But what about the ideal number of follow-ups? According to a review of over 20 million outbound sales emails, cold email campaigns with 4-7 follow-ups had a reply rate of 27 percent. That's three times higher than those with only 1-3 follow-ups!

Prospects are busy and may need more time to respond promptly. Even if they intend to reply later - they may need to remember. That's why it's important to keep your follow-ups consistent and persistent.

Closing the Deal: A Guide to Follow-Up Emails in Cold Outreach, How Many Follow-Up Emails Should You Really Be Sending?

The KISS Model - Keep It Simple Sequencing

You can use the KISS model if you're looking for a more structured approach to your follow-up strategy. This model suggests doing 15 sales touches over three weeks.

Here's how it works:

  • Reach out to a prospect via phone, email, and LinkedIn touch.
  • When you call the prospect, leave a voicemail and mention the subject line of the email you'll be sending.
  • For LinkedIn touch, visit their profile, send a connection request, like or comment, or follow them - it's up to you what action you choose.
  • Two business days later, please reply to your first email in the same thread and ask for their thoughts. Avoid the "Did you get my email?" type of message because that's asking them if they got the email you've sent. You want to make it about them, and asking if they have any thoughts will do that.
  • Call them again to follow up.

Repeat this pattern for three weeks, and you'll end up with 15 touches: 6 emails, six phone calls, and three social contacts. You don't need to stick to 15, but 12-15 communications should be between these three channels.

So, there you have it - the ideal number of follow-ups to close a sale and a structured approach to make it happen. Remember that persistence is vital; with the proper follow-up strategy, you can increase your chances of closing a deal.

Leveraging Social Proof

When following up with prospects, you can't afford to be modest. The best way to capture your prospect's attention is by showcasing social proof in your follow-ups.

Busy professionals need more time to scour the internet for reviews and feedback about your company. But, by bringing all those raving testimonials and success stories to them, you'll be the first thing that captures their attention.

So, how do you leverage social proof to win over your prospects? Here are some tips:

  • Customer testimonials, success stories, and reviews: Let satisfied customers talk for you.
  • Expert reviews from distinguished professionals in your niche: Their endorsement will give you credibility.
  • Celebrity social proof: Name-dropping celebrities who use your product or service will boost your brand's trustworthiness.
  • The number of people who use your product or service: Highlighting the sheer volume of satisfied customers will show that your brand is reliable.
  • Credible certifications: Proving that you're a successful and respected company based on specific estimates (like Capterra or G2 Crowd badges) will further legitimize your brand.

Remember, modesty isn't the best policy in marketing, especially when somebody else is praising you. By leveraging social proof, you can win over busy professionals and establish your brand's credibility and trustworthiness.

Avoiding Common Follow-Up Mistakes

  • Know when to let go: It's important to acknowledge when a prospect is no longer interested in your proposal. If they ask to be removed from further follow-up emails, respect their decision and immediately remove them from your list. Thank them for their time, and move on.
  • Create new email threads: To avoid spam filters and leave a fresh impression with each follow-up, create a new email thread for every email. This also allows for experimentation with subject lines and calls to action.
  • Avoid passive-aggressive emails: After multiple follow-ups, maintain a polite and positive tone. Frustration and negativity will only decrease your chances of receiving a response.

Remember, effective follow-ups require patience, persistence, and professionalism. You will be highly successful by avoiding common mistakes and staying focused on building relationships with potential clients.

Closing the Deal: A Guide to Follow-Up Emails in Cold Outreach, Avoiding Common Follow-Up Mistakes

Provide a Call-to-Action

Keep your leads from guessing about what you want them to do next. Include a clear call to action to guide them toward the next steps. 

Track Your Progress

Use data and metrics to measure the effectiveness of your follow-up strategy and make adjustments as needed. A customer relationship management (CRM) tool can be valuable in tracking your progress. 

Never Stop Improving

The key to success is continuous improvement. Analyze and optimize your follow-up strategy to make it more effective over time.

The Follow-Up Calendar

Download our Follow-Up Guide and Calendar here:

Closing the Deal: A Guide to Follow-Up Emails in Cold Outreach, The Follow-Up Calendar

Last Follow-Up Reminders

Sending follow-ups is an essential part of any successful email campaign. But how do you write the perfect follow-up? Here are 4 more reminders to improve your next campaign:

  • Short and Sweet

Today's busy professionals need more time to read long emails. Keep your message concise, straight to the point, and easy to read.

  • Personalize Your Approach

Avoid sending generic messages that could apply to anyone. Customizing your email will show your prospect that you care and understand their unique situation.

  • Make it About Them

Focus on your prospect and their needs, not your product or service. Doing so will show that you care about their success and are willing to help.

  • Add Value

Remember to provide helpful information in every follow-up. You'll establish trust and credibility with your prospect by positioning yourself as a valuable resource.


It's clear that following up with prospects is a critical component of any sales outreach strategy. The timing and approach of these follow-ups can make all the difference in converting a potential customer into a loyal one. Thus, having a well-structured follow-up calendar based on the prospect's stage in the pipeline can help ensure that no opportunity slips through the cracks. By implementing the strategies and best practices outlined in this blog post, you can improve your sales outreach process, increase productivity, and ultimately drive more revenue for your business. So take the time to develop your follow-up strategy and see its positive impact on your sales success.

Take advantage of an opportunity and successfully engage your prospects by entrusting your lead generation to experts and professionals! Book a call with us and let Lunas handle your outreach for a more efficient and cost-effective sales campaign.

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