How to Create an Email Follow-Up Template

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An email follow up template makes it easier and faster to keep up with customers and leads without adding the time-consuming task of creating a new email each time. Outline the basic parts of your follow up emails in a template and reuse the content when you need to send an email. Here are some things to consider when you first create an email follow up template.

Start with a Personalized Introduction

People delete generic emails that try to sell to them. It’s important to personalize each email you send out with the recipient’s name and any other customized information you can to personalize the introduction. This can be as simple as leaving the space in your template to add specific information about their company or personal lives. For instance, if you know they have children, you could ask them about how the kids are doing. Personalization increases the chances your message will be read.

Consider the Source

Ideally, consider the source of the lead. Writing an email to inactive customers is different than writing to leads you met at a networking conference. For customers that are inactive, an email template that thanks them for their past business and asks them if there’s anything they need would work. Leads that don’t know much about your business will need more educational information about your company and its products.

Provide an Overview of Your Last Interaction

As part of the personalization process, plan to provide an overview of your last interaction in the body of the email. This can include where you met them, products or services they bought, or a recap of a phone call you had. Perhaps you frequently send follow up emails out after going to a conference. The copy you write detailing this interaction can be the same across all emails. (i.e. “It was nice to meet you at the ABC Conference.”)

Information About You and Your Company

Include details about you and your company in all follow-up emails. Past customers may not remember a lot of information about your company. A quick refresher can help to remind them.

Outline Next Steps

Clearly state how email recipients can contact you and provide them with multiple options. If you want them to look at the newest collection in your eCommerce store, provide them with the direct link in the email. By outlining the next steps you’d like them to take, there’s a higher chance that these emails will convert.

Create an Email Follow Up Template in Your System or a File to Copy and Paste

Most email systems such as Outlook or Zoho Mail have a way that you can create an actual template you click on to create an email. If you plan to send out this email often, it can save a lot of time. Combined with an Excel contact sheet, it’s possible to do a mail merge where you replace fields, such as [FirstName], with the contact’s name from a spreadsheet. However, copying and pasting the template from a word processing file also works.

While it’s important to write original content, it’s not always feasible or effective. A good email template can save you time and give you the foundation for a good follow up campaign. Consider these tips when you create your first email follow up template.


Creating an email follow up template requires writing original and reused content. Having a template to follow saves you time, but people tend to throw generic emails in the trash. You want to personalize your content with at least the recipient's name. Better yet, add details that you know about them and add information about how you connected with them in the past.

If you're uncertain about the best content to include in an email follow up template, our email marketing experts are here to help.

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