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What is a follow-up email?

In short

A follow-up email is an email you send after a point of contact, such as a webinar, workshop, proposal or sales call, to keep the conversation going and lead the recipient to a next step.

Also known as: follow up email, followup email, follow-up mail, chaser email, post-event email.

A follow-up email is the difference between “what a great webinar” and “when can we start?”. The event gets people excited. The follow-up turns that excitement into an appointment.

Why a follow-up email matters

Excitement fades fast. Someone closes your webinar, opens their inbox and is back in their own day. Without a follow-up you’re forgotten within a week, however good your story was. Speed counts: why, you’ll read in follow up LinkedIn leads within an hour.

What goes in it

  1. A subject line with a reason. Refer to the event or the question someone asked.
  2. One insight. The main thing to remember, in two sentences.
  3. The recording or summary. For those who were there and those who weren’t.
  4. One next step. Book a call, look at an offer, answer a question.

When to send it

The first follow-up goes out the same day. If someone doesn’t reply, a few more follow, each with something new: an example, a question, a deadline if it’s a real one. Distinguish between viewers, no-shows and people who already had a call. They’re at different points, so they get a different email.

Where it goes wrong

No follow-up. Or a follow-up with five links, three offers and a newsletter sign-up. Offer everything and you offer nothing. Also common: the follow-up that arrives a week later, when the excitement has long gone cold.

The OMB view

Follow-up is where most revenue gets left on the table. A full room without a follow-up is a party without a bill. We see the follow-up email as part of the event, not something you do afterwards if you have time. It’s ready before the event starts.

Explained by Rubin Koot, Online Marketing Bakery. Updated 4 November 2026.

In the Sold-Out Recipe

Follow-up email belongs to Counter: selling and following up. This is how the recipe works. Together the four steps make up event marketing the way we do it: a full room that also buys.

Related terms

Further reading

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Questions

Questions about follow-up email.

When do you send a follow-up email after a webinar?
As soon as possible, ideally the same day. Your story is still fresh in your viewers' minds. Wait a day or a week and you first have to remind them who you were again.
What do you put in a follow-up email?
A short recap of the key insight, the recording or summary if you have one, and one clear next step: book a call, look at an offer or answer a question. One step, not five.
Do you send no-shows a follow-up email too?
Yes, but a different one. Whoever wasn't there gets the recording or a short summary, with the same next step as the viewers. A no-show isn't a no, just not a yes yet.
How often can you follow up if someone doesn't reply?
A few times, as long as every email adds something. A new question, an example or a deadline is a reason to email. 'Just checking whether you saw my last email' is not.

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