👋 Today, we’re following up on the previous email about follows up with more about follow-ups.

Multi-word sentence puns aside, let’s dive in! 🚀

What to Actually Write in Follow-Ups

You know you need to follow up 78 times. But you keep saying, ‘Have you found time to look at the proposal yet?’ This is for you.

Here's a few ideas of what to write at each stage.

📥 Inbound Leads

Strike while intent is hot. Your first response to an inbound inquiry should be fast and presumptive.

Send segmented information relevant to them and include a direct CTA: "Would you like to see some proposals?"

If you're confident, go bolder: "Our most effective partnerships typically start with 3x Primary Placements at $9k. Based on our data, this is what we recommend for a XYZ company like you. What month works for you?" or "Are you free for a call Tuesday at 2 pm?"

Getting on a call is always optimal, but not essential.

🎯 Outbound—After Initial Reply

You got a response. Set a 2-3 day reminder for follow-up if they don’t reply. Here's what to send:

Case Study

Don't repeat yourself. If you mentioned working with Brand X, either reference new clients or zoom in on specifics on the most relevant case study.

Quick version:

"Recent partners include [Brand A], [Brand B], and [Brand C]." Make sure you add links to creative.

Detailed version: 

"Our campaign with [Brand X] drove 340 qualified leads at $12 CPA, 40% below their target. The copy angle focused on problem-solving rather than product features."

Or you can take a ‘Goal, Method, Outcome’ approach/format.

Just make sure that the prospects target audience is the same as the case studies you’re using!

Audience Insight

Share data you haven't mentioned yet to demonstrate fit.

"Our recent survey shows 55% are accredited investors—which is why [Brand X] and [Brand Y] are repeat partners. Do you focus exclusively on accredited investors or accept all individual investors?"

Specific numbers beat vague claims. Always. Data.

Just because you sent you media kit, you can still flesh out relevant audience datapoints. Assume that they didn’t read it, or skimmed it for 9 seconds, at best!

Founder Story

Change pace. Tell them a story about your company:

Impressive founder backgrounds (investment bankers, CEOs, published authors).

Your mission, who you help, what drives you, why readers subscribe and stay.

Growth trajectory and distribution channels beyond the newsletter.

Campaign approach, typical KPIs, reporting process.

Consider recording this as a short Loom video. Cringe but effective.

🔄 Nurturing & Long-Term Engagement

Your ~monthly touchpoint to dormant leads.

"Our recent campaign with [relevant case study] exceeded expectations. We used a problem-solving copy approach that drove XYZ, 30% above target.

The team thinks a similar approach would work well for you. Want to reconnect?"

Keep it tight and concise, as always.

📊 Post-Pitch Follow-Up

You’ve had a call, sent a package, and now you’re staring into the abyss of unreplied emails..

During your call, you should have captured their goals, challenges, ICP, and timeline. Use these details in follow-ups.

Case Study Deep Dive

"Zooming into our partnership with [Brand X]. They started with a similar package and hit target KPIs within the first month (leads/signups).

We've since expanded into a long-term relationship including dedicated sends and custom content."

As mentioned above.

Honest Urgency

Drive urgency, but don’t cross the line into obvious manufactured pushiness.

"You mentioned a Q3 timeline. Quick heads up - we only have 2 slots left in September, and no competitors booked that month yet.

We expect those slots to fill next week based on repeat partner commitments. Want us to reserve them and send over an IO?"

This works because it: Creates scarcity without being pushy. Highlights competitive advantage (no competitors that month). Signals you're busy with repeat business. Attempts to close without aggression.

Effective urgency stories need to be mentioned early in the conversation. Springing it on them right at the finish line will come across wrong.

Campaign-Focused Insight

Think like a campaign strategist.

Example from a crypto newsletter perspective:

"Our recent survey shows 56% of readers feel they missed the bitcoin rally and are actively looking for a new exchange.

Perfect timing to position [Brand X] at the center of our content and host a series of educational webinars.

This establishes [Brand X] as the thought leader during a critical market moment. Have any topics you'd like to start with?"

You're not selling ad space, you're proposing a campaign. Get creative. There are no wrong answers.

P.S. Need help selling more sponsorships? My agency Ad Sales as a Service helps new media companies do just that.