Published Feb. 23, 2023 in copywriting

How to Create Proper Cold Email Follow Ups

Eric Morris – Head of Growth
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Perfecting the art of cold email copywriting can be difficult. Here’s what you need to know about creating the proper cold email follow-ups.

You’ve been hard at work generating leads for your sales by sending out cold emails, but the reception has been just as frosty. People aren’t responding, despite your best efforts, and you aren’t sure why. If not for cold emails, how else can you pique your prospects’ interests and get them to engage with your business?

The secret may lie in your email copywriting strategy and how often you’re following up with a cold prospect. Following up at the right time and with the right message is the key to drawing a prospect’s interest, and we’ll help you polish your tactics to increase your chances of success with each cold email you send. Here’s what you need to know about creating the proper cold email follow-ups:

How to Follow Up on Your Cold Emails

The first thing you need to do is to send the first cold email. If you don’t receive a reply within 24 hours, send your follow-up a day later at a different time. This email should communicate the same message as your initial email but convey it in a different structure. For example, if your first email consisted of several paragraphs, consider shortening the follow-up email to a few sentences. Make sure your follow-up email isn’t entirely different from the initial one, and don’t add any attachments.

If you still haven’t heard from the prospect, send your follow-up two days after your second email. Don’t explain anything; just briefly state your call to action. Whether it’s to ask your prospect to introduce you to the appropriate person in their organization, schedule a call or meeting, or reply to your email, try to be specific. For example, you could say, “Let me know a good time for you to discuss this on a quick 10-minute call! How about Wednesday or Thursday at 2 PM Eastern?”

If the radio silence continues four to five days after your third email, write a goodbye to the prospect. You can also write an email that activates their loss aversion, which may encourage them to finally respond to you. You can even use cold email software to help you polish your messages and ensure they’re optimally written.

Why Cold Emails Work

People tend to assume that the reason they received a response to the follow-up email is that they’ve said something more convincing in their next email. However, the real reason typically comes down to timing.

There’s a good chance that your recipient was simply too busy when they saw your initial email, occupied with several tasks that prevented them from responding to you. Then, they received a follow-up email from you at a less busy time when they had the mental bandwidth to process your message and reply to you.

Still, it’s important to note that if your prospects read your first email and they’ve decided that they aren’t interested in what you have to offer, no succeeding emails will convince them otherwise. It’s best not to optimize your strategies for these people and instead focus on those with a more realistic chance of turning into a lead. These individuals often have even slight interest in your offer but were too busy to respond or didn’t process the full details in your email, requiring gentle nudges to take them in the desired direction.


Perfecting the art of cold email copywriting can be difficult, especially when you’re struggling to get an enthusiastic response from your pool of prospects. However, by improving your cold email follow-ups, you’ll eventually win over new leads and enjoy more receptive prospects.

Copyfactory is the simplest way to get proven outbound email sequences written by experts in mere days, we have the perfect cold email copywriting software for businesses like yours. We can save you hundreds of hours on contact research and copywriting tasks through our copywriting software, helping you achieve record response rates.