Following up.
The phrase alone can make your skin itch, can’t it?
You don’t want to be that person. The one who sends six emails in a row like a clingy ex. But you also don’t want to miss out on work because you were too polite to nudge.
Here’s the good news: following up doesn’t have to be awkward, desperate, or spammy.
In fact, when done well, it’s one of the most powerful ways to build relationships, boost conversions, and show clients you actually care.
Let’s dive into the glorious middle ground between “I’ll wait and see” and “Just checking in again 😬”.
Why Bother Following Up?
Picture this: someone says they’re interested in working with you. You send your pricing or proposal. Then… silence.
You assume:
- They hate it
- They’ve gone elsewhere
- They’re ghosting you
But the truth? They probably:
- Got busy
- Opened your email in the school run queue and forgot
- Need a little nudge to say yes
Following up increases your chances of closing a deal by up to 80%.
But most people never do it.
Moral of the story? The fortune is in the follow-up, my friend.
Rule #1: Follow-Up Is a Service, Not a Nag
Let’s reframe it right now:
You are helping your client by following up.
You’re reminding them of something they were already interested in. You’re keeping the ball moving. You’re making their life easier.
You are not annoying. (Unless you’re doing it daily with no context — and we’ll fix that too.)
Step 1: Know When to Follow Up
There’s a sweet spot. Here’s a sample follow-up rhythm that keeps things moving without being weird:
Day 1: You send your proposal / quote / info
Day 3–4: Follow-up 1 – “Just wanted to check it landed okay”
Day 7–10: Follow-up 2 – “Any questions or thoughts I can help with?”
Day 14–20: Follow-up 3 – “Still interested, or shall I close the file?”
(Optional): Add a future reminder – “Thought of you when…”
You can tweak this depending on the service, project size, or how hot the lead is — but the principle is the same: polite persistence.
Step 2: Personalise It (Please Don’t Be a Robot)
The worst follow-ups sound like this:
“Just checking in. Any updates?”
That’s a quick route to the archive folder. Instead, add a little personality, warmth, and relevance:
💬 Good:
“Hi Rachel! I just wanted to check you had everything you needed from me after our chat on Tuesday. Happy to tweak anything or answer questions — just shout!”
💬 Better:
“Hey Rachel — I was thinking about what you said re: wanting a calmer customer experience. That ‘get booked without back-and-forth’ bit of the setup would be perfect for you.”
Make it feel like you wrote it for them. Because you did.
Step 3: Offer a Nudge, Not a Shove
Your follow-up should make it easier for them to say yes — or no. Both are fine.
Here’s what that can look like:
“If you’re keen to move ahead, I’ve got a slot starting 10th August.”
“Let me know if you’ve got any questions or want to jump on a quick call to talk through options.”
“If now’s not the right time, that’s totally okay — just let me know and I’ll close the loop.”
You’re giving them a gentle invitation to act. Not a guilt trip.
Step 4: Use Smart Subject Lines
Subject lines are make-or-break. Try something like:
📧 “Next steps for [project name]”
📧 “Quick Q about your [website/campaign/photoshoot]”
📧 “Is now the right time for [outcome]?”
📧 “Should I hold your spot?”
📧 “One last nudge from me (promise)”
Curiosity + clarity = click.
Avoid:
❌ “Just checking in”
❌ “Following up again”
❌ “Did you see my last email” (cringe)
Step 5: Automate What You Can
If you’re sending proposals or onboarding documents often, set up a follow-up automation using tools like:
- Pipedrive (perfect for sales pipelines)
- GoHighLevel (for next-level nurture)
- Dubsado / Honeybook (for proposals)
- FluentCRM / MailerLite / ConvertKit (for email sequences)
- Calendly or ScheduleOnce (to automate reminders for no-shows)
Your CRM can send gentle reminders for you — no sticky notes needed.
But always keep it human. Personalised follow-ups land better than generic reminders.
Step 6: Add Value (Even in Your Follow-Up)
Instead of “just following up”, give them something helpful:
📌 “Here’s a blog post that explains the process”
📌 “Thought you might like this tool — we use it with our clients a lot”
📌 “This case study reminded me of what you’re aiming for”
📌 “Saw this article and thought of your brand voice chat”
You stay top-of-mind and become helpful — which is an excellent combo.
Step 7: Give Them an Easy Out
Not everyone’s going to say yes. And that’s okay.
Sometimes the best thing you can do is give them permission to say no.
“No worries if it’s not a fit right now — just let me know and I’ll stop popping into your inbox.”
This kind of message:
- Feels low-pressure
- Makes you look professional
- Often prompts a reply (even if it’s “not right now, but soon”)
You win either way.
Step 8: When Silence Means “Not Yet”
Sometimes people ghost you but stay subscribed. Or they still follow you. Or they open every newsletter but haven’t bought yet.
Don’t write them off.
They might:
- Need more time
- Need more trust
- Be waiting for the right offer
Keep showing up. Keep sharing stories. Keep being helpful. Keep inviting.
One day, they might just hit reply and say:
“I’m ready. Can we chat?”
Bonus: Use Other Touchpoints Too
Email isn’t the only way to follow up.
Try:
- A quick voice note on Instagram
- A LinkedIn message if they’re more active there
- A “Hey, saw this and thought of you” DM
- A comment on their recent post or blog
Just be mindful. No one wants to be bombarded on every channel like they’re being chased by a persistent door-to-door salesperson.
Pick one or two platforms — and be gracious.
What About Existing Clients?
Following up isn’t just for leads. It’s brilliant for:
- Checking in with past clients (“Want to book in again?”)
- Re-engaging cold subscribers (“Still thinking about [result]? Let’s talk.”)
- Upselling current clients (“Thought you’d love this new service”)
- Asking for testimonials or referrals
Set reminders to check in at 30, 90, or 180 days after projects wrap.
It’s easier to re-engage someone who already knows and loves you than to chase strangers on the internet.
Final Thoughts: Follow Up With Confidence
You are not annoying.
You are not pushy.
You are not “too much.”
You are a business owner following up with someone who showed interest in working with you.
Done well, follow-up is:
- Kind
- Clear
- Professional
- Effective
It’s not just about “closing the sale.” It’s about building relationships, respecting people’s time, and making it easy for them to say yes — when they’re ready.
So stop fearing the follow-up. Start making it part of your rhythm.
Be kind. Be helpful. Be brave.
Your future client is waiting.
