The key to effective cold email outreach is balance. You don’t want to overwhelm your prospects, but you also don’t want to miss out on opportunities.
How Many Follow-Ups?
The magic number for follow-up emails is between 4 and 9.
Here’s why:
I’ve analyzed data from 10 years of campaigns and studies on millions of emails. The results consistently show reply rates increasing with every follow-up—up to 9 emails. Beyond that, responses plateau, and your risk of being flagged as spam rises.
Why Bother Following Up?
People are busy. Your first email can easily get lost in a crowded inbox. A follow-up isn’t nagging—it’s a polite nudge that gives your prospect another chance to connect.
What is a Follow-Up?
A cold email follow-up is simply a message sent to someone who didn’t respond to your initial email. Its goal? To spark their interest and get them to engage.
Best Timing for Follow-Ups
Timing matters. Here’s a research-backed schedule:
- Wait 2 days after your first email.
- For the next emails, allow 3-5 days between each.
- Keep your campaign within a total of 10-25 days.
This gives prospects enough breathing room while keeping your emails fresh in their minds.
Results of Follow-Ups
- The first email gets the highest individual reply rate, around 4.5%.
- Replies drop slightly with each follow-up, but the combined effect is what matters.
- Sending up to 10 emails can raise your total reply rate to 22% or more.
Examples in Numbers
Let’s say you email 300 prospects:
- With one email, you might get 14 replies.
- By following up, you could generate 60+ replies in total.
The numbers speak for themselves—persistence pays off.
Tips for Writing Follow-Ups
- Add Value: Each email should offer something new—data, a benefit, or a solution to their problem.
- Stay Polite: Avoid guilt-inducing phrases like, “Did you even see my last email?”
- Be Concise: Keep it short—120 words max.
Here’s an effective example: