Cold email follow-up templates
A cold follow-up should add something, not just resurface the first email. This template brings one new piece of value (a short example, a number from their industry, a relevant resource) and repeats the same small ask. It sits in the same thread, so the reader can scroll up for context.
;sl-coldfu;sl-coldfu in any app.Variations
The same message for a different channel or tone. Copy the one that fits.
When you have a short guide, case study or video that answers the problem on its own.
Second follow-up, when the first already added value. Keeps the thread alive without repeating yourself.
When to use it
- Three or four business days after a cold email with no reply.
- You've found one more relevant detail since you wrote the first email.
- You want to offer a lower-effort option, such as reading something instead of booking a call.
What to avoid
- Don't write "just following up" or "bumping this to the top of your inbox". Give a reason to reply instead.
- Don't change the ask. If the first email asked for 15 minutes, don't ask for an hour now.
- Don't start a new thread. Replying in the same thread keeps your first email one scroll away.
The fields in this template
Retext fills these in when the snippet expands. In plain text they become [brackets] to replace by hand.
- First name
{fill:First name} - The prospect's first name.
- Problem
{fill:Problem} - The same problem you named in the first email, so the thread reads as one conversation.
- Cursor
{cursor} - Where your cursor lands after the snippet expands, so you can start typing the personal part straight away.
- Similar customer
{fill:Similar customer} - A customer they'd see as a peer. Only names you're allowed to share.
- ;sig-work
{snippet:sig-work} - Pulls in your ;sig-work snippet, so a change to that snippet updates every reply that uses it. Create a snippet with that trigger first (any template in the email signatures pack works), or the field stays as typed.
- Clipboard
{clipboard} - Pastes whatever you last copied, such as an order number or a link, into that spot.
- Company
{fill:Company} - The prospect's company name.
Tips
- •Copy the link to your case study before typing ;sl-coldfu in the resource version, and {clipboard} drops it in.
- •The "or should I check back later" line in the short version gives an easy out, and easy outs get replies.
- •The endings keep the two apart: ;sl-coldopen for the first email, ;sl-coldfu for the follow-up.
Works in Gmail, Outlook, HubSpot, Salesforce and every other app
Retext types the snippet wherever your cursor is. To use a different version in one app, give it the same trigger and limit it to that app with per-app snippets. They go by app, not website, so every tab in your browser counts as one app.
Agree the follow-up gap as a team and put it in the template. When the whole team follows up on the same rhythm, prospects get a consistent experience and managers can compare results fairly.
See Retext for TeamsQuestions
How long should I wait to follow up on a cold email?
Three to four business days is a common gap for the first follow-up, then about a week for the next. Long enough not to crowd them, short enough that they still remember the first email.
What should a cold email follow-up say?
Something new: a relevant example, a resource, or a lower-effort way to say yes. Then repeat the same small ask from your first email.
Related templates
Cold email
;sl-coldopenSales
Hi [First name], Teams in that spot usually run into [Problem]. We help companies like [Similar customer] fix that witho…
Sales follow-up (no reply)
;sl-nudgeSales
Hi [First name], Checking in on [Next step]. Is it still on the cards for this month, or has something else jumped the q…
Breakup email
;sl-breakupSales
Hi [First name], I haven't heard back, so I'll assume [Topic] isn't a priority right now, and I'll stop following up. If…
Type ;sl-coldfu, get the whole reply
Retext expands your snippets in every Mac app and fills in names, dates and order numbers for you.
Free to start. No account required on the Mac.