Sell more with better email & SMS

Get ecommerce-focused email & SMS marketing that makes it easier to grow your brand, get sales & build better relationships.

Drive sales on autopilot with ecommerce-focused features

See Features

25 follow-up email templates & examples for 2024

Reading Time: 10 minutes

Many marketers avoid sending follow-up emails because they think they’re synonymous with pushiness.

However, a lack of response doesn’t always indicate disinterest. Your recipients are probably busy, or may have missed your previous email entirely.

Follow-ups serve as helpful reminders and they’re effective at getting recipients to take action, such as signing up for an event or making a purchase. Moreover, with email automation, you can fine-tune the timing of these emails and amplify their impact.

In this article, we’ll explore follow-up email templates designed for various occasions and draw inspiration from actual examples by reputable brands.

Let’s get started.

Boost follow-up conversions with Omnisend’s dynamic email and SMS marketing services!

What is a follow-up email?

A follow-up email is sent to somebody you’ve previously communicated with. Done right, follow-up emails can help you achieve various objectives, such as:

  • Demonstrate continued interest in ongoing conversations
  • Encourage prospects to take desired actions
  • Allow for additional self-promotion or clarification
  • Strengthen professional connections
  • Address any issues or concerns promptly
  • Keep stakeholders informed on progress

All in all, follow-up emails are crucial in building relationships, boosting engagement, and promoting conversions.

How to write a follow-up email?

There are various types of follow-up emails, each serving a specific purpose. Regardless of your business or objective, the following steps are universally applicable.

1. Define your objective

Begin with absolute clarity when composing a follow-up email. Ask yourself why the follow-up is necessary. This logical approach provides a foundation for a targeted and compelling message.

Let’s say that you’re following up after a sales pitch. In this case, your goal could be to:

  • Secure a follow-up meeting
  • Address existing concerns
  • Finalize the sale

2. Personalize your email

Adding value to your email is essential to capture prospects’ attention. Consider these strategies for a more targeted approach:

  • Tailor content to the recipient: Customize your message based on the recipient’s preferences or needs.
  • Utilize dynamic content: Incorporate dynamic elements like the recipient’s name for a personalized touch.
  • Reference past interactions: Acknowledge prior engagements to convey genuine interest and strengthen your connection.

Your follow-up email shouldn’t sound like a generic message that’s been sent to lots of people. It’s vital to make the recipient feel that you’re speaking directly to them, and email personalization is an effective way to achieve this.

3. Be clear and concise

Valuing the reader’s time is crucial in winning their engagement. Ensure your messaging aligns with these principles:

  • Direct and clear: Use straightforward language to convey your message effectively.
  • Focus on key points: Prioritize essential information, avoiding unnecessary details.
  • Optimize formatting: Break content into digestible sections to facilitate easy reading.

Remember that these tips shouldn’t just apply to the email body. Ensure that your follow-up email subject lines are just as concise and catchy.

4. Provide context and value

Boosting engagement in your follow-up hinges on adding substantial value. Always craft your follow-up email template with the recipient in mind. Consider the following strategies:

  • Reiterate context: Remind recipients of the initial interaction or context for clarity. Re-attach any relevant attachments from the original email.
  • Highlight benefits: Communicate the value or benefits tailored for the recipient. You can make use of images, graphics, or videos for added impact.
  • Include relevant resources: Attach functional materials or links for additional information.

5. Include a call-to-action

An effective follow-up email needs a compelling email CTA. To guarantee clarity and encourage active engagement:

  • Clearly define actions: Instead of vague proposals, provide concrete options, such as suggesting specific days for a call.
  • Use engaging language: Make the call-to-action enticing and easy to understand. That said, ensure honesty and authenticity, steering clear of false promises or claims.
  • Create urgency: Encourage prompt responses by incorporating time-sensitive language.

15 follow-up email templates to boost your response rates

Here are 15 high-performing follow-up email templates.

Template #1 – Meeting follow-up email template

After a meeting, use this template to summarize key points, express appreciation and set the stage for future actions.

Hi [Recipient’s Name],

Thanks for our recent meeting. It was great discussing [specific topics] and gaining insights into [key points].

I’m looking forward to [next steps/action]. Feel free to reach out for any questions.

Best regards,

[Your Name]

Template #2 – Networking follow-up email template

Use this follow-up email template to reinforce connections, express appreciation, and suggest future collaborations right after a networking event.

Hi [Contact’s Name],

It was a pleasure meeting you at [Event Name].

I’m so excited about the potential for [mutual interest/project].

Let’s stay connected, and perhaps we can explore [collaboration/next steps] together.

Best regards,

[Your Name]

Template #3 – Sales follow-up email template

Use this template to remind potential leads of your product/service benefits.

Hi [Prospect’s Name],

Have you had time to ponder over our recent discussion about [specific benefits]?

I believe [your product/service] can significantly [solve a problem] for your [company].

If you’d like to explore this further, I’m here to help.

Best regards,

[Your Name]

Template #4 – Order follow-up email template

This email should be sent immediately after a customer makes a purchase.

Hi [Customer’s Name],

Hope you love [Product].

Your order #[Order Number] has been successfully processed.

[Delivery details]

Questions or feedback? Feel free to reach out.

We look forward to serving you again.

Thanks,

The [brand name] team

[Social icons and/or customer support information]

Template #5 – Product launch follow-up email template

After launching a new product, send this email to thank customers for their support, provide additional details, and encourage engagement.

Hi [Customer’s Name],

A BIG thanks for your support during our recent product launch.

Check out [link] for more on [Product].

Your feedback is valuable to us.

Thank you again for being a part of this exciting journey!

Cheers,

[Your Company]

Template #6 – Customer satisfaction follow-up email template

Assessing satisfaction and collecting feedback after any customer interaction is crucial. Use this follow-up email template for these purposes.

Hi [Customer’s Name],

Your satisfaction matters!

Share feedback on your recent experience with [Your Company] [survey link].

Your insights are invaluable in helping us improve.

Thanks for choosing [Your Company]!

Best,

[Your Name]

Template #7 – Subscription renewal follow-up email template

This follow-up email template is helpful every time a subscription renewal approaches.  It reminds customers, emphasizes benefits, and ensures a smooth renewal process.

Hi [Customer’s Name],

We hope you’re enjoying [Product/Service]!

Your subscription is due for renewal, ensuring uninterrupted access to benefits.

Renew today [renewal link] and continue enjoying [key features].

Thanks for being a valued member!

Best regards,

[Your Company]

Template #8 – Project status update

This follow-up email template will come in handy to provide stakeholders with a concise update on project progress.

Hi [Stakeholder’s Name],

Here’s a quick update: We’ve successfully achieved [mention milestones], and the progress is exciting!

The next steps include [next steps].

Feel free to reach out if you have any questions or need further details.

Thank you for your continued support.

Best regards,

[Your Name]

Template #9 – Job application follow-up email template

Job application follow-ups demonstrate enthusiasm and persistence. Here’s a template you can use for this purpose:

Hi [Hiring Manager’s Name],

I trust this email finds you well.

I appreciate the opportunity to apply for the [Job Title] position at [Company Name], and would like to inquire about my application status.

Excited about the prospect of joining your team.

Best regards,

[Your Full Name]

Template #10 – Invoice follow-up email template

Invoice follow-ups can be tricky due to potential awkwardness. Here’s a template to simplify the process for you.

Hi [Client’s Name],

I hope you’re well.

This is a friendly reminder regarding Invoice #[Invoice Number], which is due on [Due Date]. If already paid, kindly disregard this message. Otherwise, please ensure payment by the due date to avoid any disruptions.

Thanks for your prompt attention.

Best regards,

[Your Company/Your Name]

Template #11 – Post-interview follow-up email template

This is another job-related follow-up email template. Send it to express gratitude or reiterate interest after an interview.

Hi [Interviewer’s Name],

I trust you’re well.

I’m grateful for the interview opportunity for [Job Title] at [Company Name].

I’m even more enthusiastic about the prospect of joining after our discussion.

Could you provide an update on the hiring timeline? Look forward to contributing to [Company Name].

Best regards,

[Your Full Name]

Template #12 – Content collaboration follow-up email template

After proposing a content collaboration, use this template to express enthusiasm, reiterate the benefits, and discuss next steps.

Hi [Collaborator’s Name],

Hope all’s well!

Following up on our content collaboration talk, I’m excited about the creative synergy and unique value.

Can we schedule a call this coming Tuesday [date] to discuss the next steps?

Looking forward to your thoughts.

Best regards,

[Your Name]

Template #13 – Event follow-up email template

Express gratitude and discuss future collaborations with this concise email follow-up template.

Hi [Attendee’s Name],

Thanks for joining [Event Name]. It was a pleasure having you!

Here’s a brief recap of the event [insert recap or key highlights].

I’d love to explore potential collaborations or discuss any thoughts you have for future events. Looking forward to staying connected.

Best regards,

[Your Name]

Template #14 – Feedback request follow-up email template

Express gratitude for shared feedback and encourage further thoughts with this concise template.

Hi [Recipient’s Name],

Thanks for your feedback!

Your insights are invaluable to us, and they help us serve you better. If you have more thoughts or suggestions, we’d love to hear them.

Have a great day.

Best,

[Your Name]

Template #15 – Follow-up after a follow-up

This can be challenging as it requires finding fresh ways to convey the same information without sounding redundant. Consider this follow-up email template:

Hi [Recipient’s Name],

I hope this email finds you well.

I’m still keen on [topic]. If you have specific points for further discussion, let me know. I’m here to assist in a way that suits your needs.

If I don’t hear back, I’ll assume it’s not the right time and won’t bother you further.

Best regards,

[Your Name]

10 follow-up email examples to inspire you

Let’s examine follow-up email examples from actual brands, taking into account both text and design elements.

1. Chewy

Chewy’s email establishes its purpose from the outset. It features explicit copy such as “What did you think of your recent purchase?” This is underscored by a prominent five-star rating.

What’s more, each product page corresponding to the customer’s purchase is linked. This facilitates effortless, personalized reviews.

Notably, the email also includes a straightforward opt-out (unsubscribe) option.

Follow-up email example by Chewy
Image via ReallyGoodEmails

2. Amazon

The next follow-up email example is another post-purchase communication, this time from the ecommerce giant Amazon.

The email is concise, with ample white space. Only the featured product is highlighted in color, directing the recipient’s attention appropriately.

Follow-up email example by Amazon
Image via ReallyGoodEmails

3. Uber

This follow-up email example from Uber represents simplicity and class. This is evident in its use of colors, fonts, and spacing. The email avoids unnecessary details, maintaining a concise and clear tone.

The copy directly states that the survey will only take 3 minutes, providing clarity on what’s required of the recipient. Additionally, the bright and clear CTA adds to the overall effectiveness.

Follow-up email example by Uber
Image via ReallyGoodEmails

4. Chase Center

This is an event follow-up email example from Chase Center, sent to attendees of a Kane Brown concert. Following gratitude, the email includes three high-quality images from the event.

Interested recipients can view more photos by clicking “More Photos.” They can also explore relevant upcoming events at Chase Center, or connect via the company’s social media icons.

Follow-up email example by chase Center
Image via ReallyGoodEmails

5. Brain.fm

This follow-up email example from Brain.fm shows you can incorporate humanity in marketing communications. The text is concise, relatable, and takes an empathetic tone that fosters connection.

With two clear CTAs, users are encouraged to pick up where they left off and explore various sessions. Additionally, the beautiful graphic at the top of the email adds a touch of warmth.

Follow-up email example by Brain.fm
Image via ReallyGoodEmails

6. Salesforce

Salesforce sends this email to attendees of the Connections conference. It features four distinct calls to action.

This approach ensures there’s a CTA for every lead, regardless of their stage in the customer journey. To address potential leads requiring more persuasion, the final CTA provides access to an informative keynote video.

Follow-up email example by Salesforce
Image via ReallyGoodEmails

7. Return Path

Crafted with respectful copy, Return Path’s email prioritizes recipient comfort over being pushy. Its straightforward question of “Are you still interested?” serves a dual purpose.

A positive response turns a cold lead into a warm one, while a negative response signals the lead won’t convert. This approach ensures the focused nurturing of qualified leads, ultimately saving time and money.

Follow-up email example by Return Path
Image via ReallyGoodEmails

8. Busuu

Here’s another instance of incorporating a human touch in emails, from Busuu. The email is sent to people who used the platform the previous day, cleverly motivating them to engage in two consecutive days of learning and build momentum.

The email also features a visual checklist of tasks, including the one they’ve already completed.

The call-to-action “Start your 2-day streak” also instills motivation and a sense of competitiveness.

Follow-up email example by Busuu
Image via ReallyGoodEmails

9. Huckberry

Huckleberry’s follow-up email for product returns is concise and informative. It effectively communicates what recipients can expect, which is especially important when money is involved.

There are also ample product photos, helping readers to quickly scan for something of interest. Towards the end, there are links to explore other popular products, offering recipients additional browsing options.

Follow-up email example by Huckberry
Image via ReallyGoodEmails

10. Iterable

The final follow-up email example is from Iterable, targeting attendees of the Active Summit Europe. The email boasts a clean layout using pastel shades, with graphics and CTAs highlighted in solid colors.

The straightforward copy encourages recipients to watch event recordings and share them with their teams.

Follow-up email example by Iterable

Wrap up

Two things are for sure. Firstly, follow-up emails don’t need to be pushy. Secondly, they’re effective at fostering relationships and driving conversions.

The examples in this article all followed some simple guidelines: personalize, be concise, and add value. And don’t forget to use a catchy follow-up subject line. All of this increases the chance of readers engaging with your email.

Harness the power of Omnisend’s automated workflows to deliver perfectly timed follow-up emails.
Bernard Meyer
Article by
Bernard Meyer

Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.


related features
These are the Omnisend features that can help you get the results mentioned in the article.

See how Omnisend can help your business

Take our short quiz to get a personalized recommendation on the best plan & features for your business.

Take the quiz
Takes less than 2 minutes

related features
These are the Omnisend features that can help you get the results mentioned in the article.