How to reintroduce a product in a follow-up email

Most follow-ups fail because…. They ask for attention without earning it. “Just bumping this up” “Wanted to see if you had a chance to review” “Circling back one last time” That’s not follow-up. That’s spam in disguise. Here’s a value-first follow-up sequence that actually revives cold threads and turns them into booked meetings: Context reset: 2-3 days after no response, send a short message that acknowledges the silence without pressure. “Hey [Name], totally understand if now’s not the right time. Sharing this because it ties into what you’re working on.” Then include a resource that’s directly relevant to them: -A teardown -A market insight -A short case snippet No ask. Just value. Step 2: Targeted insight 4-5 days later, follow up again with a brief, relevant takeaway. “Saw [company] is hiring more AEs. Teams in that phase usually hit a bottleneck around lead-to-demo conversion. This deck breaks down how one RevOps team solved it.” Again, no pitch. Just drop the resource. Step 3: Soft re-engagement Final touchpoint a week later. “Hey [Name], happy to close the loop here. If this becomes a focus later this quarter, happy to re-connect then. Leaving you with this last piece on [topic].” You’re closing the thread politely, while still delivering something useful. Why this works: You shift the dynamic from salesperson to expert. You build trust by showing, not telling. You earn the reply by giving them a reason to engage. Follow-up is not about staying top of inbox. It’s about staying top of mind. Rooting for you, Tom

Stop sending re-engagement emails to people who never bought.... Here’s what most brands do: • Add to cart with no purchase? • No opens in 60 days? → “We miss you 😢 Here’s 10% off” That’s not a winback. That’s a discount to someone who doesn’t care. Here’s the fix: Split your unengaged users into 2 buckets: Bucket 1 → Past purchasers (already trusted you once) Bucket 2 → Never purchased (still cold) For bucket 1: → Send benefit based reminder of the product they bought → Offer support, not a sale (“Need help using it?”) For Bucket 2: → Use a 3 email re-introduction series: • Email 1: “Still struggling with [pain point]?” • Email 2: “Here’s how others solved it using [product]” • Email 3: “Want in before we close the door?” Stop treating everyone like they’re one email away from a sale. Relevance > desperation.

Founder-Led Sales Bootcamp #18: The anti-follow-up follow-up Let’s face it - most follow-ups are awful You know the one: “Just checking in to see if you had a chance to review…” It’s lazy, adds no value, and gets ignored. And yet, we all do it. Here’s the truth: deals don’t die because of price or competition nearly as often as they die because… people just don’t follow up well. Not consistently, not creatively, and definitely not with empathy. Your follow-up should remind them of the value, not just remind them you exist: 5 Follow-Up Tactics That Actually Work: 1️⃣ The Insight Drop Send something actually useful. "Thought of you when I read this piece on X - lines up with what you mentioned re: [pain]. Let me know if you'd like me to break down how this applies to your team." 2️⃣ The Reverse Close “Happy to pause here if priorities have shifted - I know how things move internally. Let me know either way.” By giving them an out, you remove pressure and often get a faster reply. 3️⃣ The Value Tease “Would a short walkthrough focused just on [specific goal] be helpful for you or others internally?” 4️⃣ The Close the Book This one’s powerful when things have dragged out: "I haven’t heard back, so I’m going to assume timing isn’t right and close the book on this for now. If things change, I’m always here.” It’s respectful, confident, and creates positive tension. You’ll be shocked how many replies start with, “No wait, sorry for the delay...” 5️⃣ The Mutual Action Reminder If you’ve got a Mutual Action Plan or shared plan in place: “Circling back on our shared timeline - still makes sense to aim for [milestone]?” Quick Action Plan: 💡Stop saying “just checking in.” Forever. 💡Create a 3-email follow-up flow. One value-add, one soft ask, one Close-the-Book if needed. 💡Add a reminder into your CRM 3, 7, and 14 days post-demo. Most founders give up way too early. Buyers aren’t ignoring you because they hate your product. They’re just busy. Be the one who makes follow-up frictionless.