15 Email Follow-Up Templates That Actually Get Responses (40%+ Reply Rates)

"Just checking in..."

"Following up on my previous email..."

"Wanted to circle back..."

These follow-ups get 1-3% response rates.

Why? They're boring, generic, and provide zero new value.

The prospect thinks: "Another sales robot. Delete."

Compare to:

"Should I close your file?" → 12-18% response rate

"Wrong person?" → 15-25% response rate

"Noticed you're hiring 5 SDRs..." → 20-35% response rate

The difference? These templates:

Create urgency or curiosity
Provide new value
Make it easy to respond
Acknowledge reality (not pushy)

At SalesUp, we've tested hundreds of follow-up emails across 50,000+ cold outreach attempts. These 15 templates consistently generate 40%+ cumulative response rates.

Here's the complete collection with use cases and response rate data.

Category 1: Breakup Emails (Highest Response Rates)

Template 1: The Classic Breakup

When to use: After 4-5 unanswered touches

Response rate: 12-18%

Template:

Subject: Should I close your file?

Hi [Name],

I've reached out a few times about [specific problem/solution], but haven't heard back.

I'm guessing one of these is true:
1. Not interested (totally fine!)
2. Interested but swamped (I get it)
3. My emails are going to spam (happens)

Can you reply with the number that fits?

That way I know whether to:
- Close your file (1)
- Try again next quarter (2)
- Use a different email (3)

[Your name]

P.S. If it's #2, here's my calendar: [Link]

Why it works:

Creates urgency ("close your file")
Low-friction response (just reply with number)
Acknowledges reality (they're busy or not interested)
Respectful (not pushy)

Common responses:

"Sorry, been swamped! Let's chat next week."
"Not a priority right now. Check back in Q3."
"Can you send me more info first?"

Template 2: The Honest Breakup

When to use: Final attempt after 7-8 touches

Response rate: 10-15%

Template:

Subject: Closing your file

Hi [Name],

This is my last email (promise!).

I've reached out 7 times over 3 weeks about [problem].

No response, so I'm assuming it's not relevant or not a priority—and that's completely okay.

I'm going to close your file and stop reaching out.

But if anything changes, my door's always open. Just hit reply.

Best of luck with [their goal]!

[Your name]

P.S. If you know someone else who should see this, feel free to forward.

Why it works:

True final email (respects boundaries)
No pressure (they can respond whenever)
Asks for referral (might forward to right person)

This email often gets: "Sorry I missed these! Can we talk next week?"

Template 3: The Permission-Based Breakup

When to use: After initial sequence, before long-term nurture

Response rate: 8-12%

Template:

Subject: One quick question

Hi [Name],

Quick question: Should I keep you on my follow-up list for [problem/solution]?

I don't want to keep bothering you if it's not relevant, but I also don't want to remove you if you're just busy.

Reply with:
- "Yes, keep me updated" (I'll send helpful stuff monthly)
- "No, not interested" (I'll remove you immediately)
- "Maybe later" (I'll check back in [timeframe])

[Your name]

Why it works:

Gives them control
Three easy options
Respects their inbox
Clarifies next steps

Category 2: Value-First Follow-Ups

Template 4: The Resource Drop

When to use: 2nd or 3rd touch, provide value without asking

Response rate: 5-10%

Template:

Subject: Resource for [specific problem]

Hi [Name],

Not sure if you saw my earlier email, but wanted to share something useful regardless.

We just published a [case study/guide/report] on [specific topic relevant to them].

Key takeaways:
- [Insight 1 with specific data point]
- [Insight 2 with specific data point]
- [Insight 3 with specific data point]

Download here: [Link]

Hope it's helpful!

[Your name]

P.S. If you'd like to discuss how this applies to [their company], I'm happy to chat—just reply.

Why it works:

Provides value without asking for anything
Soft CTA in PS (low pressure)
Relevant content (not generic)

When to use: Spotted relevant industry news/trend

Response rate: 8-15%

Template:

Subject: Saw this and thought of [their company]

Hi [Name],

Just read [recent report/article/news] and immediately thought of [their company].

Key stat: [Relevant data point that relates to their problem]

This is exactly what we help [similar companies] solve.

If you're curious how, here's a 3-minute case study: [Link]

Either way, thought you'd find the insight interesting.

[Your name]

Why it works:

Timely and relevant
Shows you're thinking about them
Provides value (interesting insight)
Optional CTA (not pushy)

Template 6: The Question Email

When to use: 3rd or 4th touch, spark conversation

Response rate: 6-12%

Template:

Subject: Quick question about [their process]

Hi [Name],

Quick question (genuinely curious):

How are you currently handling [specific process/problem]?

We're seeing most [their role] at [similar companies] struggle with [pain point], but I'm curious if you've found a better approach.

Would love to hear your perspective if you have 2 minutes.

[Your name]

Why it works:

Asks their opinion (people love sharing expertise)
Low commitment (2 minutes)
Conversational tone (not pitchy)

Category 3: Trigger-Based Follow-Ups

Template 7: The Funding Announcement

When to use: Company just raised funding

Response rate: 20-35%

Template:

Subject: Congrats on the Series [X]!

Hi [Name],

Congrats on closing your Series [X]! I saw the announcement on [TechCrunch/LinkedIn].

With the new funding, I imagine [specific initiative: scaling the sales team / expanding to new markets / etc.] is a priority.

This is exactly what we help companies like [similar company who also raised] do efficiently.

We helped [customer] [achieve specific outcome] when they scaled post-funding.

Worth a 15-minute conversation about how we might help [their company]?

[Your name]

P.S. Here's a case study from [similar customer]: [Link]

Why it works:

Timely (relevant to their situation right now)
Shows you pay attention
Ties your solution to their new priority
Social proof (similar company)

Template 8: The Hiring Trigger

When to use: Noticed they're hiring for relevant roles

Response rate: 18-28%

Template:

Subject: Saw you're hiring [X] SDRs

Hi [Name],

I noticed [their company] is hiring [5] [SDRs/Account Execs/Sales Engineers] according to your LinkedIn jobs page.

Congrats on the growth!

Bringing on that many reps usually means you need to:
- Generate 2-3X more pipeline
- Ramp new hires quickly
- Keep them productive while they learn

That's exactly what we do. We've helped companies like [similar company] [specific outcome: generate 30+ meetings/month] while their new team ramps up.

Worth exploring how we might help [their company] hit those hiring goals?

[Your name]

P.S. Here's how we helped [customer] during their hiring sprint: [Link]

Why it works:

Relevant timing (hiring = need more pipeline)
Addresses real pain (ramping new hires)
Positioned as helpful (not selling)

Template 9: The Leadership Change

When to use: New decision-maker joined company

Response rate: 15-25%

Template:

Subject: Welcome to [their company]!

Hi [Name],

Saw you recently joined [their company] as [new role]. Congrats!

I've been working with [previous contact] on [problem/solution], but figured with the leadership change, this might be a good time to reconnect.

Most new [their role] at [similar companies] prioritize [specific initiative]. If that's on your roadmap, we can help.

We've helped companies like [similar customer] [achieve outcome].

Want to set up a quick intro call? I can bring you up to speed on what we discussed with [previous contact] and see if it makes sense to continue.

[Your name]

Why it works:

Acknowledges change (shows you pay attention)
Offers to help new leader succeed
References previous relationship (credibility)

Category 4: Referral & Introduction Follow-Ups

Template 10: The Wrong Person Follow-Up

When to use: No response after 5-6 touches

Response rate: 15-25%

Template:

Subject: Wrong person?

Hi [Name],

I've reached out a few times about [problem/solution]. No response, which tells me either:

1. Not relevant for you, OR
2. I'm reaching the wrong person

If #2, could you point me to who handles [function] at [their company]?

If #1, no worries—I'll close your file.

Thanks!

[Your name]

Why it works:

Acknowledges they might not be right person
Easy request (just forward or reply with name)
Respects their time
Often gets referral even if they're not interested

Common responses:

"Talk to [Person X] - cc'd here."
"Not my area. Try [Team/Person]."

Template 11: The Mutual Connection

When to use: You have a shared connection

Response rate: 25-40%

Template:

Subject: [Mutual connection] suggested I reach out

Hi [Name],

[Mutual connection name] from [their company/your network] mentioned you might be interested in [problem/solution].

We've been helping companies like [similar customer] [achieve specific outcome].

[Mutual connection] thought it could be relevant for [their company] given [specific reason].

Would you be open to a quick 15-minute call to explore?

[Your name]

P.S. Here's what we did for [similar customer]: [Link]

Why it works:

Warm introduction (not cold)
Credibility (mutual connection vouches)
Specific relevance (why connection thought of them)

Category 5: Re-Engagement Follow-Ups

Template 12: The Zombie Lead Revival

When to use: Lead went cold 3-6 months ago

Response rate: 10-20%

Template:

Subject: Are you still interested in [problem/solution]?

Hi [Name],

We spoke [3/6] months ago about [problem/solution].

At the time, you mentioned [specific objection: budget/timing/etc.].

I wanted to check: Is this still on your radar, or did you solve it a different way?

We've launched [new feature/pricing/offering] since then that might change the equation.

Worth a quick call to revisit?

[Your name]

P.S. If the timing still isn't right, no worries. Just let me know when to check back.

Why it works:

References past conversation (context)
Acknowledges time passed
Provides new information (reason to reconsider)
Low pressure

Template 13: The Demo No-Show Follow-Up

When to use: They missed scheduled demo/call

Response rate: 30-50%

Template:

Subject: You okay?

Hi [Name],

We had a call scheduled for [time/date], but didn't see you.

Is everything okay?

These are the most common reasons people miss calls:
1. Emergency came up (hope all is well!)
2. Meeting slipped through the cracks (happens to all of us)
3. Lost interest (totally fine!)

If it's #1 or #2, want to reschedule? Here's my calendar: [Link]

If it's #3, no hard feelings. Just let me know so I don't keep bugging you.

[Your name]

Why it works:

Shows concern (human approach)
Makes it easy to reschedule
Gives them "out" if not interested
Friendly tone (not guilt-tripping)

Template 14: The Content Engagement Follow-Up

When to use: They clicked link but didn't respond

Response rate: 12-20%

Template:

Subject: Saw you checked out [content]

Hi [Name],

I saw you clicked the [case study/guide/video] I sent about [topic].

What did you think?

If it resonated, I'd love to discuss how we might help [their company] achieve similar results.

If not, no worries—but I'm curious what didn't fit so I can send more relevant stuff in the future.

Either way, thanks for checking it out!

[Your name]

Why it works:

Acknowledges engagement (they showed interest)
Asks for feedback (conversational)
Low pressure (optional response)

Category 6: Advanced Follow-Ups

Template 15: The Video Follow-Up

When to use: Want to stand out after 3-4 email touches

Response rate: 15-30%

Template:

Subject: Quick video for you, [Name]

Hi [Name],

I know I've sent a few emails. Figured I'd try something different.

I recorded a 90-second video walking through exactly how [their company] could [achieve specific outcome].

Watch here: [Loom/Vidyard link]

If it resonates, let's chat. If not, no worries—I'll stop reaching out.

[Your name]

P.S. The video is specific to [their company]—not a generic pitch.

Video content (60-90 seconds):

"Hi [Name], [Your Name] here from [Company]"
Show their website on screen
Point out specific observation
"Here's how we'd help: [3 specific steps]"
"Reply if you want to discuss. If not, no problem!"

Why it works:

Personalized (shows effort)
Stand out (most don't do video)
Human connection (see your face, hear your voice)

The Formula: What Makes Follow-Ups Work

Element 1: Strong Subject Lines

Bad subject lines:

"Following up"
"Checking in"
"Did you see my email?"

Good subject lines:

"Should I close your file?" (creates urgency)
"Wrong person?" (curiosity)
"Quick question about [specific thing]" (specific)
"[Mutual connection] suggested I reach out" (credibility)

Test your subject line:

Would YOU open this email?
Is it specific or generic?
Does it create curiosity or urgency?

Element 2: Acknowledge Reality

Don't pretend this is your first email. They know it isn't.

Bad: "Just wanted to reach out about..."

Good: "I've reached out a few times. I'm guessing you're either not interested or just swamped."

Why it works: Honesty builds trust.

Element 3: Provide New Value

Every follow-up should offer something new.

Email 1: Problem + solution overview Email 2: Case study Email 3: Industry report Email 4: Question (ask their opinion) Email 5: Breakup (create urgency)

Never: "Just following up on my previous email" (adds zero value)

Element 4: Make It Easy to Respond

Bad CTA: "Let me know your thoughts"

Good CTA:

"Reply with a number (1/2/3)"
"Here's my calendar: [Link]"
"Yes or no?"

The easier the response, the higher the response rate.

Element 5: Give Them an Out

Bad: "When can we schedule a call?" (assumes they want one)

Good: "If this isn't relevant, just let me know and I'll stop reaching out."

Why it works: Removes pressure. Ironically, this often gets MORE responses.

Measuring Follow-Up Email Performance

Key metrics per template:

Metric	Target	What It Measures
Open Rate	30-50%	Subject line effectiveness
Click Rate	5-15%	Content relevance
Response Rate	Varies by template	Overall effectiveness
Positive Response Rate	50-70% of responses	Quality of responses

Response rate benchmarks by template type:

Template Type	Expected Response Rate
Breakup emails	10-18%
Value-first	5-12%
Trigger-based	15-35%
Referral/intro	20-40%
Re-engagement	10-25%

A/B Testing Follow-Up Emails

What to test:

Subject lines:
- "Should I close your file?" vs "Wrong person?"
- Test 2-3 variations, 100+ sends each
Email length:
- Short (3-4 sentences) vs longer (8-10 sentences)
- Generally: Shorter = higher response rate
CTA:
- Calendar link vs "reply to schedule"
- Multiple options vs single ask
Timing:
- Morning vs afternoon
- Weekday vs weekend
- 2 days between touches vs 3-4 days

Testing process:

Send variation A to 50% of list
Send variation B to other 50%
Measure response rate after 7 days
Use winner for future outreach

Case Study: Template Optimization Increased Response Rate 3X

Company: B2B SaaS, CRM software

Before (Generic follow-ups):

Subject: Following up

Hi [Name],

Just following up on my previous email about [Company]. Do you have time this week for a quick call?

Let me know!
[Your name]

Response rate: 3-5%

After (Using Template #1: Classic Breakup):

Subject: Should I close your file?

[Full template from above]

Response rate: 14-18%

Results:

Metric	Before	After	Change
Emails sent	1,000	1,000	0%
Response rate	4%	16%	+300%
Responses	40	160	+300%
Meetings booked	12	56	+367%

Key insight: Better templates = 3X more responses from same email volume

What SalesUp Does

We use these proven templates for all client outreach.

Our process:

Customize templates to client's ICP and value prop
A/B test subject lines and messaging
Execute multi-touch sequences (8-10 touches)
Track response rates by template
Optimize monthly based on data

Our templates generate:

35-45% cumulative response rate (across 8-touch sequence)
18-25% meeting booking rate
60-70% positive responses (not "unsubscribe")

Book a demo to see our follow-up system in action.

Generic follow-ups get ignored. Specific, valuable, timely follow-ups get 40%+ response rates. Use these templates. Book more meetings.

15 Email Follow-Up Templates That Actually Get Responses (40%+ Reply Rates)

15 Email Follow-Up Templates That Actually Get Responses (40%+ Reply Rates)

Category 1: Breakup Emails (Highest Response Rates)

Template 1: The Classic Breakup

Template 2: The Honest Breakup

Template 3: The Permission-Based Breakup

Category 2: Value-First Follow-Ups

Template 4: The Resource Drop

Template 5: The Insight Share

Template 6: The Question Email

Category 3: Trigger-Based Follow-Ups

Template 7: The Funding Announcement

Template 8: The Hiring Trigger

Template 9: The Leadership Change

Category 4: Referral & Introduction Follow-Ups

Template 10: The Wrong Person Follow-Up

Template 11: The Mutual Connection

Category 5: Re-Engagement Follow-Ups

Template 12: The Zombie Lead Revival

Template 13: The Demo No-Show Follow-Up

Template 14: The Content Engagement Follow-Up

Category 6: Advanced Follow-Ups

Template 15: The Video Follow-Up

The Formula: What Makes Follow-Ups Work

Element 1: Strong Subject Lines

Element 2: Acknowledge Reality

Element 3: Provide New Value

Element 4: Make It Easy to Respond

Element 5: Give Them an Out

Measuring Follow-Up Email Performance

A/B Testing Follow-Up Emails

Case Study: Template Optimization Increased Response Rate 3X

What SalesUp Does