Cold email template Follow-up and re-engage
An email to re-engage a lead that went cold months ago
Use it for someone who showed interest three or more months ago and then went quiet, once something has changed.
The three emails
Written to Laura Chen, Head of Fulfillment at Maple & Pine Home in Charlotte, NC. Every name and company here is made up. Text in [brackets] is what you change for each person.
Subject: back in touch about holiday freight
Hi Laura,
We last spoke in June about overflow freight for the holiday peak, and you said to check back in the fall.
[Two things changed since then: Northwind now runs a daily lane into Charlotte, and your new Greensboro warehouse opened in September.]
Is holiday overflow still something you are planning for?
Jordan EllisNorthwind Logistics
Subject: Re: back in touch about holiday freight
Hi Laura,
If it helps planning, [we are holding six trucks a week for Carolina shippers from November 15 to December 20].
Jordan
Subject: Re: back in touch about holiday freight
Hi Laura,
No reply needed if the peak is covered. I will look in again in the new year unless you tell me not to.
Jordan
Why it works
- It reminds her where you left off, so she does not have to search her inbox.
- It gives a reason for writing now: something changed on both sides.
- The question is a simple yes or no about her current plans.
- Follow-up 2 sets an honest expectation about when you will write next.
The personal line to swap
What changed. Name something new since you last spoke: on their side (a new site, a new leader, news) and, if true, on yours (a new service, a new lane, a price change).
Specific, true, checkable
- Saw Maple & Pine opened a store in Raleigh last month.
- You mentioned budget was frozen until Q4, and Q4 starts next week.
Could be sent to anyone
- Just checking in to see if anything has changed on your end.
How Reach Crew's Writer personalises it
Writer opens with fresh public news about the person or their company, so a restart email has a real reason behind it. Reach Crew leaves out people you already talk to, and anyone who opted out stays out.
Opening from their public work. Source shown beside the draft.
Hi Laura,
We last spoke in June about overflow freight for the holiday peak, and you said to check back in the fall.
Two things changed since then: Northwind now runs a daily lane into Charlotte, and your new Greensboro warehouse opened in September.
Is holiday overflow still something you are planning for?
Jordan Ellis