Write follow-up messages for leads who engaged (opened, clicked, partial reply) but didn't convert — or for contacts who went cold after initial interest.
What you need
- Original sequence that was sent
- Current status of the lead (opened but didn't reply / replied once then went cold / attended event but didn't book)
- ICP and offer context
- How much time has passed since last contact
Follow-up types
Type A — No reply to initial sequence (soft re-engage)
- Used after full sequence with no response but positive engagement signals (opens, clicks)
- New angle — do not repeat what was in the original sequence
- Maximum 1 follow-up of this type per contact, per quarter
Type B — Replied once then went cold
- Reference the previous conversation specifically
- One new piece of value: case study, stat, relevant news about their company
- Soft ask: "still worth a quick chat?"
Type C — Expressed interest but didn't book
- Direct and brief — they already said yes in principle
- Remove friction: offer a time directly, or a Calendly link
- Under 50 words
Type D — Timing objection follow-up
- Triggered on the date agreed in the objection reply
- Reference the previous conversation and the timing they mentioned
- Treat them like a warm lead, not a cold contact
Process
- Identify the follow-up type based on lead status
- Draft the message using guidance for that type
- Check: does this add new value or just repeat the ask?
- If it doesn't add new value — don't send it
- Return the message with context on when to send it
Output format
Follow-up: [lead name / company]
Type: [A / B / C / D]
Last contact: [date]
Send on: [date or trigger]
MESSAGE
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[drafted follow-up]
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Word count: [n]
New value added: [yes/no — what]
Next action if no reply: [close / one more try / mark nurture]
Notes
- The most common mistake is following up without adding new value — "just checking in" is a waste of both parties' time
- Type C (interested but didn't book) has the highest conversion of any follow-up type — always prioritize these
- Track how many follow-up types are needed per campaign — high Type A volume means the original sequence didn't land
- After Type A follow-up with no response: close the thread. Don't keep following up.
- Reactivation (someone who went cold 6+ months ago) is different from follow-up — treat it as a new cold sequence with a reference to prior contact