How To Write A Follow-Up Email
That Gets Replies

Send emails people care about
- personalization and open rate boosting tips

Email is the biggest driver of sales. It’s the easiest, most low-effort way to turn your audience into paying customers. But how do you unlock this magic? Let’s look at some fantastic follow up emails and find out why they work.

How To Write A Follow-Up Email That Boosts Reply and Conversion Rates

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In this digital age where written messages are often the most convenient and considerate form of communication, you likely come across or craft messages along the lines of:
"Hope you’re doing well, just checking in on..."
"Just wanted to see how things are going and check in..."
“I’m just checking in to find out about…”

Phrases that include some version of the words ‘check in’ indicate a desire to follow-up on something. These expressions are frequently used in emails with the intention to request an update, close a deal, or convert a lead into a sale.

Unfortunately, phrases that simply imply following up carry no urgency. Consequently, emails containing these phrases rarely produce the desired outcome.

If you have ever sent an email to ‘check in’ with someone, you most likely wanted some sort of action taken by the recipient of your email. Whether your follow-up email was aimed to inquire about any updates, persuade a client to follow through with a purchase, or nurture a lead, you ideally want a prompt response to your email.

To persuade the recipient to open your message and reply to it at their earliest convenience, offer some sort of value for them. This urges the recipient to respond to your follow-up email.

So how exactly do you write a striking follow-up email that improves response and conversion rates? In this article, we'll explore the essential factors to crafting an effective follow-up email that screams to be opened and convinces the recipient to take immediate action.

Identify Your Goal

Before you even start writing your follow-up email, ensure you know exactly what you hope to accomplish. Are you trying to persuade the recipient to purchase your product or service? Are you requesting a status update on a potential deal? Is your follow-up email an invitation to continue the conversation?

Regardless of your objective, it’s important to clarify it for yourself in order to clearly convey the message in your email.

In the event that the goal of your follow-up email is to schedule another meeting or continue a conversation you previously had, clearly state what you wish to discuss. Afterwards, explain why the conversation would be valuable for the recipient as well.

If your goal is to obtain information about a topic that lacks clarity, explicitly identify the information that you require. Alternatively, your follow-up email’s goal could simply be to express gratitude to the recipient. Sending an email to thank your recipient makes them feel appreciated. It also encourages them to open emails from you in the future.

How To Write A Follow-Up Email That Boosts Reply and Conversion RatesSource

Another objective could be to reconnect with a client. In the email above, the sender attempts to catch up with the recipient. It provides options to explore the details of what they missed and read up on the latest updates from the sender.

Come Up With A Good Follow-Up Subject Line

There’s a lot of pressure on your subject line to convince the recipient to actually open the email. This is why it’s so important to get the subject line of your follow-up email right. While there is no exact guide on creating a subject line that captures the interest of your recipient, there are some strategies to consider when creating your own.

How To Write A Follow-Up Email That Boosts Reply and Conversion RatesSource

One of the most effective and common strategies employed by marketers in their subject line is urgency. A sense of urgency in your subject line encourages the recipient to open the follow-up email and take action as soon as possible. Phrases such as ‘Ending soon!’ and ‘Today only!’ convey this sense of urgency.

How To Write A Follow-Up Email That Boosts Reply and Conversion RatesSource

Alternatively, you can use your creativity to come up with a subject line that piques the reader’s curiosity. In the example above, the subject line, ‘It’s Like My Best-Kept Secret’ does a great job at appealing to the reader’s curiosity. What is the sender’s best-kept secret? Readers have no choice but to open the follow-up email to find out.

Write A Captivating Opener

With so many emails and so little time, most people quickly skim through emails. This means the first few lines of your follow-up email could determine whether the rest of your message is read or not. Therefore, it’s imperative to write an effective email opener.

How To Write A Follow-Up Email That Boosts Reply and Conversion RatesSource

The most effective email openers are direct yet unique in some way. Your recipient should be able to remember exactly who you are based on the first few lines of your email. In the example above, the company, Butter, opens their follow-up email with a pun.

It also goes on to thank the recipient for their support. To show their appreciation, they’re offering an exclusive 30% discount on their plans to the customer. This email not only delivers an effective opener, but it clearly provides value to the recipient.

State Your Intention

After identifying the goal of your follow-up email, it’s time to actually write it in your message. The purpose of your email should be evident to the reader. To better encourage a response and show your respect for their time, it’s crucial to be concise.

Explicitly define the intent of your message. If your intent is to update a client on the most recent product offerings, then state it in your email and provide links to the products. If your purpose is to thank the customer, ensure to specify what you’re thanking them for and emphasize your gratitude throughout your message.

How To Write A Follow-Up Email That Boosts Reply and Conversion RatesSource

In this example, the company Farewill clearly expresses their intent to thank the recipient for helping them win an award. To demonstrate their gratitude, they offer value to the person receiving the email in the form of a limited-time discount.

Although their main purpose is to thank the customer, they also include a second aim in their message: to introduce a new service offering. The email plainly states that they are now offering this service and effectively explains the value it provides.


Understanding how to craft an effective follow-up email is an essential skill as an email marketer. The good news is that there are plenty of templates available at your disposal to make this process easier.

Template or not, it’s important to identify your goal, create a strong subject line and opener, and clearly state your intention. These tips give your follow-up email the best chance of being opened, read, and responded to.

About author

Jenny Divine is a digital marketing specialist and editor at Term paper writing service and Luckyassignments Edinburgh. She writes articles on the latest marketing trends and strategies at Gum essays.