5 Follow-Up Strategies I've Used to Boost Cold Email Response Rates

The Psychology Behind Effective Follow-Ups

Before we jump into the strategies, it’s important to understand why people don't respond right away. Sometimes, your prospect is busy, or your email gets buried under hundreds of others. That’s why it’s crucial to be persistent. But remember, persistence doesn’t mean pestering. There’s a balance between being helpful and being annoying. When you follow up the right way, you're showing your prospect that you’re committed, not just desperate.

Strategy #1: The "Value-Add" Follow-Up

Adding value to your follow-up email is one of the best ways to keep the conversation going. Instead of just asking, "Did you see my last email?" provide something useful.

For example, if you’re reaching out to a potential client in eLearning, send them a relevant industry report or a link to an article you think they’d find interesting. This shows that you're not just looking for a quick sale—you’re genuinely interested in helping them.

A simple structure might look like this: "Hi [Prospect’s Name], I came across this article on trends in eLearning and thought of you. I think it aligns with some of the challenges you mentioned. Let me know if you’d like to discuss further!"

Strategy #2: The "Did You See This?" Bump

Sometimes, people just miss your email. Life gets busy, right? A gentle nudge can be all it takes to bring your message back to the top of their inbox.

Use a subject line that grabs their attention, like “Quick follow-up on my last email” or “Just wanted to make sure you saw this.” Keep the message short and respectful, but clarify that you’re reaching out again.

For example: "Hi [Prospect’s Name], I just wanted to bump this to the top of your inbox in case it got lost. Let me know if now is a better time to chat!"

Timing matters here, too. Sending a follow-up 3-5 days after your initial email can strike the right balance between persistence and patience.

Strategy #3: The Multi-Channel Approach

Don’t limit yourself to email alone! If you haven’t received a response, try reaching out on LinkedIn or another social platform.

For instance, send a connection request on LinkedIn after your second follow-up email. In your message, briefly mention your previous email and invite them to connect. Sometimes, a little social proof (like seeing your mutual connections) can help your cold emails feel less cold.

This approach works because it gives your prospect more touchpoints with you, increasing the chances they’ll remember your message.

Strategy #4: The "Breaking News" Update

If there’s a big industry update or relevant news story, use it to your advantage. Incorporating timely information into your follow-up adds urgency and makes your email feel more relevant.

Here’s an example: "Hi [Prospect’s Name], I noticed that [industry event] just happened. I believe it could impact [their business]. I’d love to discuss how we can help you stay ahead of these changes."

This type of follow-up shows you’re not just sending canned emails. Instead, you’re staying on top of trends that matter to your prospect.

Strategy #5: The "Choose Your Own Adventure" Email

This strategy involves giving your prospect options for how they want to respond. Instead of leaving them with an open-ended question, offer clear choices that make it easier for them to say "yes."

For example, you could say: "Hi [Prospect’s Name], would you prefer to:

1. Schedule a quick 15-minute call this week?

2. Receive more information via email?

3. Hold off for now, and I’ll check back next quarter."

Giving them options reduces decision fatigue and increases the chances they’ll engage with you.

Measuring and Optimizing Your Follow-Up Strategy

Following up is essential, but how do you know if your strategy is working? You’ll want to track metrics like open rates, response rates, and the timing of replies.

A/B testing different subject lines or email formats can help you determine what is best for your audience. Tools like email trackers and CRMs can also automate your follow-up process and make tracking easier.

Conclusion

These five follow-up strategies have helped me boost my cold email response rates. The key takeaway is this: persistence pays off, but how you persist matters. By adding value, being timely, and making it easy for your prospects to engage, you’ll see more replies.

So, which strategy will you try first? Pick one and start implementing it in your next cold email campaign. You’ll be amazed at the difference it can make!

For further insights on generating leads for your mid-sized B2B business, follow me on Twitter/X.

Kurt Warner

Founder | LBM Consulting

Whenever you’re ready, here are two ways I can help your business generate more leads through cold email:

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You might also enjoy our blog on 10 Proven Ways I Avoid Spam Filters in B2B Cold Emails (2024).