How to write a follow-up email
Most follow-up emails fail because they say "just checking in" or "bumping this up," which gives the prospect no reason to reply. A good follow-up adds value every time: new information, a helpful resource, or a clear next step. Persistence plus value is what earns responses.
Short answer
Write a follow-up email that adds new value rather than just "checking in": reference the last interaction, give the prospect a reason to respond (a resource, an answer, a next step), keep it short, and make a single clear ask. Follow up persistently on a schedule, and always give them something, never just ask for something.
Step by step
Reference the last interaction
Anchor the email to your previous conversation or email so it has context and does not read like a cold restart.
Add new value, do not just check in
Give them a reason to respond: a relevant article, an answer to their question, a case study, or a concrete next step.
- Never send "just following up" with nothing new
- Add a resource, answer, or insight each time
- One clear ask per email
Keep it short and skimmable
A few sentences. Long follow-ups get skipped. Make the value and the ask obvious in a five-second scan.
Make one clear ask
End with a single, specific call to action: a question to answer or a time to meet. Multiple asks dilute the response.
Follow up on a schedule
Persist through a defined cadence rather than one-and-done. Space follow-ups sensibly and end with a breakup if there is still no response.
How Ardovo helps
Ardovo drafts value-adding follow-ups tied to the deal context and schedules them in a cadence, so Rook ensures every follow-up brings something new and none slip through the cracks. Reps stop sending empty "checking in" notes.
Frequently asked questions
What should I say in a follow-up email?
Reference your last interaction, add something new and valuable (a resource, an answer, a next step), keep it short, and make one clear ask. The rule is to give something every time, never just ask. "Just checking in" with nothing new rarely gets a reply.
How many times should I follow up?
Persist through a defined cadence, often several touches over a couple of weeks, then send a breakup if there is no response. Most replies come after multiple follow-ups, yet many reps quit after one. Persistence with fresh value, not repetition, is what works.
How long should I wait between follow-ups?
Space them sensibly: a few days early, widening as the sequence goes. Daily follow-ups feel like pestering; waiting weeks loses momentum. Match the spacing to the deal's urgency and always give the prospect a reason to engage on each touch.