Follow-up email that adds a useful resource
The second email in a cold sequence, sent a few days after the first got no reply. It adds one useful thing related to the problem you raised, with no new ask.
- Category:
- Follow-up
- Length:
- 55 words
Subject line options
- {{resource_topic}} checklist
- Something useful on {{topic}}
The email
Hi {{first_name}},
Following up on my note about {{topic}}. Whether or not it's a fit, this might be useful:
{{resource_link}}
It's a {{resource_type}} we put together on {{resource_topic}}. Section {{section}} covers {{specific_problem}}, which is the part most teams get stuck on.
No need to reply. If it raises a question, I'm happy to help.
{{your_name}}Highlighted {{placeholders}} are the parts to replace. If you cannot fill one with something true and specific, cut the sentence rather than leaving it generic.
When to use it
Use it as the second touch, three to five working days after the first email. It only works if the resource is genuinely useful on its own, without signing up, and closely tied to the problem your first email named.
If you do not have anything worth sending, use the new angle follow-up instead. A thin "resource" that is really a sales page does more harm than a plain follow-up.
Why it works
- It gives before it asks. The reader gets something whether or not they buy, which makes the next email easier to open.
- Pointing to one section saves their time. "Section 3 covers your exact problem" is more respectful than a 40-page link.
- "No need to reply" lowers the pressure. Paradoxically, it often gets the reply, because answering no longer feels like a commitment.
Before you send
Follow-ups go to the same list as the first email, so any address that bounced the first time will bounce again and count against you twice. Remove hard bounces from the sequence, and if you did not verify before the first send, run the remaining list through the free list check now.