Re-engagement email templates for cold leads
A re-engagement email works when there's a genuine reason to write now: something changed at their company, in your product, or in the timing they gave you. This template leads with that reason, reminds them briefly what you talked about, and asks a question they can answer in a line.
;sl-reengage;sl-reengage in any app.Variations
The same message for a different channel or tone. Copy the one that fits.
When you've shipped the thing that was missing last time.
When something happened at their company: funding, a new leader, an expansion.
When to use it
- The check-back date you agreed has arrived.
- You've shipped something that was missing when they last looked.
- Something changed at their company that makes the problem more pressing.
What to avoid
- Don't send it without a reason. "Just checking in" after six months reads as a mass email.
- Don't pretend the last conversation didn't happen. Refer to it.
- Don't follow up more than once if they don't reply.
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 lead's first name.
- Last contact month
{fill:Last contact month} - When you last spoke, e.g. "March".
- Topic
{fill:Topic} - What you discussed.
- What they were waiting for
{fill:What they were waiting for} - What they said they needed to happen first.
- Cursor
{cursor} - Where your cursor lands after the snippet expands, so you can start typing the personal part straight away.
- ;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.
- Missing feature
{fill:Missing feature} - The feature they needed that you've now built.
- Clipboard
{clipboard} - Pastes whatever you last copied, such as an order number or a link, into that spot.
- Their news
{fill:Their news} - The company event, e.g. "opening your Denver office".
Tips
- •Mention what they said they were waiting for. It shows you listened and gives them an easy answer.
- •Copy a short demo video link first so {clipboard} fills the product-update version.
- •Spot their news on LinkedIn while you're out? Save the link, and send ;sl-reengage from your Mac when you're back.
Works in Gmail, Outlook, LinkedIn, HubSpot 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.
When reps hand off accounts, the shared re-engagement template keeps the tone consistent, and the fill-ins make sure the new rep refers to the earlier conversation.
See Retext for TeamsQuestions
How do I re-engage a cold lead?
Write when there's a real reason (their news, your new feature, the date they gave you), refer to your last conversation, and ask one easy question.
How long should I wait before re-engaging a lead?
Use the timing they gave you if they gave one. Otherwise a few months is reasonable, ideally tied to something that has changed.
Related templates
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…
Objection: bad timing
;sl-obj-timingSales
Hi [First name], Understood, timing matters. Can I ask what would need to happen for this to be the right time? A budget…
Closed-lost email
;sl-lostSales
Hi [First name], Thanks for letting me know you've gone with [Competitor]. I appreciate you taking the time to evaluate…
Type ;sl-reengage, 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.