What should I write in follow-up emails?

Effective follow-ups build on the initial message rather than simply repeating it.

What to include:

Brief reference to your previous message

New information, angle, or value proposition

Relevant recent development (their company news, industry change)

Different benefit or use case than previous emails

Clear, simple call to action

What to avoid:

Exact repetition of the first email

Guilt-tripping language (just following up, haven't heard from you)

Increasing desperation with each message

Longer messages with each follow-up

Multiple calls to action

Structural approach:

Follow-up 1: Add a case study or specific result

Follow-up 2: Offer a different entry point (resource, quick call, demo)

Follow-up 3: Share relevant content or insight

Follow-up 4: Brief, direct ask or graceful close

Tone considerations:

Maintain professionalism throughout

Each message should stand alone if read independently

Confidence without aggression

Each follow-up should offer something worth receiving, not just demand attention.