You’ve caught their interest, they’ve clicked on your site, signed up for your freebie, or maybe even added something to their cart. But then… nothing. No purchase, no reply, just silence.
So, when (and how) do you follow up without making them feel pressured? The key is to approach follow-ups in a way that feels helpful rather than pushy. In this guide, we’ll walk through the best timing, methods, and even give you a few scripts to make your follow-ups feel natural and effective.
Let’s break down exactly how to follow up the right way.
1. Identifying the Right Time to Follow Up
Timing is everything. Follow up too soon and you risk overwhelming them. Wait too long, and they might forget about you entirely. So, what’s the sweet spot?
- After a networking event: If you’ve met someone at a networking event, it’s best to follow up within 24-48 hours to reconnect. Let them know you enjoyed the conversation and, if relevant, ask about setting up a meeting. If they’re too busy, ask if you can check in again in a week or two, and set a reminder on your calendar. In the meantime, you can also see if they’d be open to joining your email list, where you can introduce them to your services through a welcome sequence.
- If they signed up for a freebie on your website: Send the free download immediately with an automated follow-up or welcome email sequence. However, if they signed up for a free resource, it’s usually best not to send an additional follow-up; reaching out in this case can feel incredibly pushy. Learn more about effective email marketing strategies here.
- If they abandoned their cart: A well-timed email automation works best here. Sending a reminder 2-4 hours after the cart was abandoned, followed by a second email one day later, can gently nudge them back without feeling intrusive.
- If they inquired about your service but haven’t booked: Checking in 2-4 days after their inquiry keeps you top-of-mind and shows them you’re available to answer any lingering questions.
Persistence matters. 80% of deals need between 5 to 12 contact attempts before closing. This means a single follow-up often isn’t enough. Staying in touch with potential customers over time increases your chances of turning initial interest into sales.
2. Choosing the Best Follow-Up Method
Not every follow-up needs to be a direct sales pitch. The best approach depends on the customer, their level of interest, and how they prefer to communicate
- Email: Best for structured follow-ups, providing value-driven content, and tracking responses. A personalized email can be a great way to continue the conversation without feeling intrusive. If a phone call is necessary, it’s often best to first send a message asking if they’d like to set up a call, rather than calling out of the blue.
- Social media messages: A more casual approach if they engaged with you there first. This works well if they’ve already commented on your post, watched your Stories, or reacted to a recent announcement.
- Text or chat apps (if applicable): A simple, “Hey, did you have any questions?” can go a long way.
When following up through different channels, keep it light, friendly and low-pressure.
3. Follow Up Without Feeling Salesy (Plus Templates)
Your follow-up shouldn’t feel like a one-sided sales pitch. It should feel like a continuation of the conversation. Here’s how to do that:
- Keep it personal: Instead of a generic “Just checking in” email, reference something specific from your previous conversation.
- Provide value: Share a helpful resource, an answer to a question they had, or an exclusive offer that aligns with their interest.
- Give them an easy next step: Whether it’s scheduling a call, downloading a resource, or replying with a simple “yes” or “no” make the next step clear and effortless.
If you’re not sure how to follow-up without sounding intrusive, here are some scripts you can use:
After a Networking Event
Option 1: Casual and Relationship-Focused
Subject: Great Connecting with You!
Hi [First Name],
I really enjoyed our conversation at [event name] and wanted to follow up. It was great learning more about [something specific from your chat].
If you’re open to it, I’d love to stay in touch and hear more about what you do. Let me know if you’d be up for a quick virtual coffee or chat sometime soon!
Best,
[Your Name]
Option 2: Value-Driven with a Resource
Subject: Following Up – Thought You’d Find This Helpful!
Hi [First Name],
It was great meeting you at [event name]! I really enjoyed our conversation about [topic] and wanted to follow up.
Since we talked about [topic], I thought you might find this helpful: [link to a blog post, resource, or tool]. No pressure—just something I wanted to share!
I would love to stay in touch and continue the conversation. Let me know if you’d be open to catching up soon!
Best,
[Your Name]
Abandoned Cart Follow-Up
Option 1: Friendly Reminder
Subject: Forgot Something? We Saved It for You!
Hi [First Name],
I noticed you left [product/service] in your cart and wanted to send a quick reminder that your selection is still waiting for you!
If you have any questions or need help making a decision, feel free to reach out. Otherwise, you can complete your purchase here: [cart link].
See you soon!
Best,
[Your Name]
Option 2: Incentive-Based
Subject: Need More Time? Here’s a Little Something!
Hi [First Name],
I saw that you were interested in [product/service] but didn’t complete your purchase. No rush! I know decisions take time.
If it helps, here’s [a small discount, bonus, or freebie] to make it easier: [coupon code/link]. This offer is good until [date], so feel free to take advantage if you’re ready.
Let me know if you have any questions!
Best,
[Your Name]
After a Service Inquiry but No Booking
Option 1: Friendly Check-In
Subject: Still Interested in [Service]?
Hi [First Name],
I just wanted to check in and see if you’re still considering [service]. No rush at all—I know these decisions take time!
If you have any questions or need more info, I’d be happy to help. Let me know how I can support you!
Best,
[Your Name]
Option 2: Value-Driven with Next Steps
Subject: Checking In + Helpful Info on [Service]
Hi [First Name],
I wanted to follow up on your interest in [service] and see if you had any questions.
In case it helps, here’s a bit more info on how [service] works: [brief bullet points or link to a page]. If you’re still interested, I’d love to set up a time to chat or answer any questions you have.
Let me know what works for you!
Best,
[Your Name]
4. Making Follow-Ups More Valuable (So They Don’t Feel Like Spam)
One of the biggest mistakes businesses make with follow-ups is focusing only on selling. Instead, your follow-up should offer value. You can:
- Share helpful content: If they’ve shown interest but haven’t bought yet, they might need more information. Send them a relevant blog post, a how-to guide, or FAQs.
- Address common objections: If customers are hesitant to buy, it’s usually because of price, trust, or uncertainty. Use your follow-up to address these concerns with testimonials, case studies, success stories, or a risk-free guarantee.
- Offer an exclusive incentive: A small incentive (like free shipping, a discount voucher, or a free bonus) can be the push they need.
When follow-ups feel like they’re about helping rather than selling, potential customers are much more likely to stay engaged.
5. Tracking Follow-Ups and Measuring Success
How do you know if your follow-ups are working? Keep track of:
- Email Open & Click Rates: If people aren’t opening your emails, tweak your subject lines. If they’re opening but not clicking, improve the content.
- Response Rates: If people are engaging with your emails but not converting, your messaging might need adjustment.
- Unsubscribe Rates: If people are opting out, your follow-ups might be too frequent or not valuable enough.
- Conversion Rates: The ultimate goal is getting people to take action. Test different follow-up strategies and see what works best.
The right CRM tool can automate your follow-ups while keeping them personal, so you’re not manually tracking every interaction. If you’re wondering which CRM to use, check out Episode 94 of My Weekly Marketing – Lead Nurturing Strategies with Jason Kramer. Jason, CEO of Cultivize, shares his top CRM recommendations for small businesses and how to use them effectively.
Turning Warm Leads Into Customers
Following up doesn’t have to feel awkward or aggressive. When done right, it’s just about keeping the conversation going, providing value, and being there when your customer is ready. When you get the timing right, choose the best follow-up method, and focus on helping rather than selling, your follow-ups will feel natural instead of pushy.
Follow-ups are just one piece of the puzzle. Reaching potential customers and guiding them toward a sale requires a clear strategy; one that aligns with where they are in their decision-making process. That’s why having a roadmap can make all the difference.
If you’re wondering what to do next, the Trail to the Sale™ Marketing Playbook can help. It’s a step-by-step guide to understanding your customer’s journey, knowing when and how to engage with them, and mapping out your marketing efforts effectively, so you’re not just reaching potential customer buyers, but guiding them towards becoming actual customers.
Grab your free copy and take the guesswork out of turning leads into paying customers.
