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Copy GuideMarch 29, 20266 min read
Why 'Just Following Up' Gets Ignored
Why it fails. Better options.
following upsubjectcopyWhy It Fails
Zero new information
You're saying the same thing. Why would they reply now?
Sounds like a template
Everyone says 'just following up.' It's background noise.
No reason to act
What changed? What's the urgency? Give them something.
Better Subject Lines
| Don't | Do |
|---|---|
| Re: Following up | One thought on [their business/situation] |
| Quick follow-up | Question about [specific thing] |
| Checking in | Saw [recent thing] - thought of you |
Words that kill: one word that kills. Follow-up content: what to include. Best follow-up ways: follow-up without annoying.
FAQ
What's wrong with 'following up'?
It's empty. You're not adding value - you're nudging. They already saw your email. Give them a reason to care this time: new angle, question, or insight.
What should I say instead?
Add something. A question they can answer in one line. A resource. A different way to frame the problem. One new thing per follow-up. See what to include in follow-up email.
Can I ever use 'following up'?
Maybe as a P.S. - 'P.S. - Following up on my note below.' But never as the main subject or opening. Lead with value.