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Email marketing is essential for businesses looking to maintain relationships with their customers and prospects. One critical aspect of email marketing is crafting effective follow-up emails that re-engage recipients and encourage them to take action. 

Follow-up emails can remind customers about an abandoned cart, encourage them to complete a survey, or stay in touch and share valuable information. This article will discuss five tips for writing effective follow-up emails that will help you achieve your email marketing goals.

1. Use a Concise and Compelling Subject Line

The subject line is your first chance to make a memorable first impression, as it is the first thing your recipient reads when they receive your email. Keep your subject line short, clear, and compelling to entice your recipient to open the email. 

Avoid spammy words or phrases, as these can trigger spam filters and impede your email from reaching your recipient’s inbox. Instead, use action words and personalize the subject line by including the recipient’s name or a reference to their recent activity. 

For example, instead of using a generic subject line like “Follow up,” try something more engaging such as “John, we noticed you left something in your cart.”

2. Personalize Your Message

Personalization is key to making your follow-up emails stand out and feel relevant to the recipient. Include your recipient’s first name and, if possible, reference their recent activity or interaction with your brand. This can help create some familiarity and build a level of trust between the sender and the recipient. 

Use a tone and writing style consistent with your brand and relates with your target audience. Personalizing your message shows your recipient that you value their time and are genuinely interested in building a relationship with them.

3. Keep Your Message Concise and Focused

When crafting your follow-up email, it’s important to keep your message brief and focused on a single call-to-action (CTA). This can be asking the recipient to complete a survey, visit a specific webpage, or purchase. 

Keeping your message focused increases the likelihood that the recipient will complete the desired action. Write shorter paragraphs, use bullet points, and bold or italicize important information to make your email easy to read and digest. Additionally, avoid using jargon or industry-specific terms that may confuse your recipient.

4. Use a Strategic Sending Schedule

Timing is paramount when it comes to sending follow-up emails. To maximize the likelihood of your email being opened and read, consider sending it when your recipient is likely to check their inbox. 

Research indicates that the best times to send emails are in the morning, lunchtime, or early evening. Additionally, avoid sending follow-up emails on weekends, as these are less likely to be opened and read.

When scheduling your follow-up emails, consider the type of message you’re sending and the action you want your recipient to take. 

For example, if you’re following up on an abandoned cart, send the email within a few hours of the cart being abandoned. Waiting a few days or a week may be more appropriate for other types of follow-up emails, such as a survey reminder or a check-in.

5. Test and Optimize Your Follow-up Emails

Finally, it’s vital to continually test and optimize your follow-up emails to ensure they’re as effective as possible. This can include A/B testing different subject lines, personalization techniques, and CTAs to see which variations perform best. 

Regularly review your email analytics to identify trends and areas for improvement. This can help refine your follow-up email strategy and improve your email marketing efforts.


Effective follow-up emails are crucial for maintaining relationships with your customers and prospects and driving them to act. By using a clear and compelling subject line, personalizing your message, keeping your content concise and focused, employing a strategic sending schedule, and continually testing and optimizing your emails, you can maximize the success of your email marketing efforts.

Ready to take your email marketing strategy to the next level? Andrew Purdum of Unveil The Web can help! Contact us today to learn how we can optimize your follow-up emails and drive more conversions.