There are several reasons why your initial email couldn’t receive a response. Most common: the prospect is busy/ forgot to respond/ didn’t notice the message due to an overloaded mailbox. Nevertheless, reinitiating the contact can help to attract the right contact after all. This step can increase your chances of getting a response significantly. Many people struggle with a key aspect of the cold emailing process: follow-ups. And this is reasonable – because it immediately raises questions like: “How can I do this without seeming intrusive and annoying to people? And if I do it, when should I stop?”.

Let’s break your anxiousness down into actionable do’s and don’ts to ensure your follow-ups are effective.

Do’s:

1. Follow Up Multiple Times

Research shows that follow-up emails can increase reply rates by up to 65%. Sending more than one follow-up email boosts your chances significantly. On average, the most efficient amount for follow-ups is 3 to 5 emails spread over a few weeks.

2. Space Your Emails Out

Timing is everything. You don’t want to overwhelm the recipient with a barrage of emails, but you also don’t want them to forget about your offer. A good rule is to send the first follow-up 3-5 days after the initial email. If there’s no response, wait another 5-7 days before sending the next one. 

3.Provide Value in Each Email

Each follow-up email should add value. Whether it’s offering a new piece of information, answering a potential objection, or sharing a helpful resource, make sure your message is more than just a “checking in” note. When recipients see that each email brings something new to the table, they’re more likely to respond. Personalized content that addresses their needs or pain points makes your follow-ups feel thoughtful.

4.Change the Subject Line

To grab attention (especially when previous emails have gone unread) consider changing your subject line. A new subject line signals a fresh approach and might catch the recipient’s eye. Keep it short, relevant, and to the point. 

5. Include a Clear CTA

Every follow-up email should guide the recipient towards a clear action. Whether it’s scheduling a call, reading an article, or responding to a quick question, make sure the CTA is specific and easy to follow. Try something direct, like “Would you be available for a quick 15-minute call next Tuesday?”

Don’ts:

1. Be Pushy or Aggressive

While persistence is important, being overly aggressive can turn off potential leads. You definitely shouldn’t use guilt-triggering phrases like “I’ve emailed you several times, why haven’t you responded?” or “This is your last chance to respond.” Keep your tone professional, respectful, and non-intrusive. The goal is to nurture a relationship, not to pressure them into replying.

2. Overwhelming with Too Many Emails

While follow-ups are crucial, too many can cross the line into spamming. Sending more than six follow-up emails is generally excessive. After about 5 or 6 emails, if you still haven’t received a response, it’s time to stop. Continuing to email past this point could damage your credibility and brand.

3. Repeating the Same Message

If every follow-up is a carbon copy of the first, you’re not adding any value to the conversation. Each follow-up should have a unique angle, whether it’s addressing a pain point, offering additional resources, or proposing a solution. If all your emails look the same, recipients may see you as generic rather than engaging.

4. Long or Overly Complex Texts

Keep your messages short (under 150 words), clear, and actionable. Avoid long-winded explanations or excessive detail, as most people skim through emails, especially when they’re busy. 

5. Forgetting to Track Performance

Use email tools to monitor open rates, reply rates, and click-through rates. This data will give you insights into what’s working and what’s not, helping you refine your strategy over time. Tracking can also indicate when it’s time to give up on a particular lead and move on to others.

How Many Follow-Ups Should be Sent?

We can suggest that sending between 3 and 5 follow-up emails yields the best results. Even after several repeated follow-ups, the response rate may continue to increase, indicating that a persistent but respectful approach is often more effective. After 5-6 emails, the response rate will usually settle down and it is often pointless to continue sending more emails.

Here’s a suggested follow-up schedule:

  1. First follow-up: 3-5 days after the initial email.
  2. Second follow-up: 5-7 days after the first follow-up.
  3. Third follow-up: 7-10 days after the second follow-up.
  4. Fourth follow-up (optional): 10-14 days after the third follow-up.

Quality over quantity. Well-crafted, personalized emails that respect the recipient’s time are much more effective than bombarding their inbox with repetitive messages.

To sum up

Cold email follow-ups are an essential part of the outreach process, but there’s a fine line between persistence and annoyance. Stick to the do’s and avoid the don’ts for a more successful cold email strategy. Remember to space out your emails, offer value in each one, and avoid overwhelming your prospects. With the right balance, you can build strong relationships and ultimately increase your chances of getting a positive response.