The art of the follow-up

Author: Philippa Lowe
Published: 17th September, 2019

The art of the follow-up

We’re in an age of information overload; there’s so much to watch on Netflix, so many podcasts to binge and emails to respond to. It’s starting to feel like we’ll never get on top of things, so it’s understandable that follow up emails aren’t high on many people’s agendas; surely adding more emails into the mix is just asking to be ignored? 

It’s easy to think this way, especially when our own inboxes are bursting at the seams, but follow-up emails are one of the most crucial comms tools you can implement into your strategy. 

Why would you need to follow up? 

There are plenty of times when a follow-up email might be appropriate: after networking, within an email marketing campaign, after making a sale. Follow-up emails are, at their core, all about staying in the mind of your audience. 

Following up is staying in control 

If you’ve ever attempted an email campaign, you’ll know that while a base level of engagement is to be expected, the engagement rate can differ wildly based on a number of different factors. Some of these factors can be controlled, while others can’t. 

For instance, you can control what the subject line says, what time of day the email is sent and what kind of content you include. You can’t, however, control how busy your recipient is and how many other emails they’ve received today. Some days, you might be top of their mind, while others, you could be the last on their list and there’s no way to know. 

Tapping into humanity 

Your follow-up emails are all about playing into human behaviour. Everyone’s busy, everyone has a million things on their plate and sometimes, things slip their minds. Whether you’ve just got them over the line in a sale or if you’re still trying to grab their attention through your marketing, don’t shy away from the follow-up email. 

There are a few do’s and don’ts, however, when it comes to sending those follow-up emails: 

  • DO change up your content – sending the same email over again, even with a different subject line, won’t catch the attention of your audience. Try a different approach, showcase another aspect of your business, tell your story using another piece of content (eg videos!)

  • DON’T be passive aggressive. Your tone must stay consistent, even if it’s the 3rd email you’ve sent without a response. Remember, your audience is human! Perhaps they aren’t ready to engage just yet, that’s okay — keep things light, friendly and approachable so that when they are ready, they’ll know where to go.

  • DO make your call to action (CTA) clear. Don’t hide your CTA amongst all the other information. Give your recipients the best chance of engaging by making your CTA obvious and accessible.

  • DON’T become a spammer. Sending more than one email in a day is sure to get on the nerves of your audience. Keep the content flowing freely on your social media platforms, but keep your emails to the bare essentials. Space your emails out over several days or weeks, depending on your timeline. 

Need some guidance when it comes to follow-up emails? Incredible Communications can help. Email us at or call 0414 711 107.