--- title: "What is a follow-up email? Meaning and what to include | OMB" description: "A follow-up email is what you send after a webinar, workshop or call to take the next step. What goes in it, when to send it and where it goes wrong." url: https://onlinemarketingbakery.com/en/knowledge-base/follow-up-email/ language: en updated: 2026-11-08 --- > Markdown version of https://onlinemarketingbakery.com/en/knowledge-base/follow-up-email/ for AI agents and LLMs. The HTML page is the leading version. Overview of the whole site: https://onlinemarketingbakery.com/llms.txt Knowledge base # 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](https://onlinemarketingbakery.com/en/blog/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](https://onlinemarketingbakery.com/en/how-we-work/). Together the four steps make up [event marketing the way we do it](https://onlinemarketingbakery.com/en/event-marketing-agency/): a full room that also buys. Related terms - [Sales call](https://onlinemarketingbakery.com/en/knowledge-base/sales-call/) - [Reminder email](https://onlinemarketingbakery.com/en/knowledge-base/reminder-email/) - [No-show](https://onlinemarketingbakery.com/en/knowledge-base/no-show/) - [Strategy session](https://onlinemarketingbakery.com/en/knowledge-base/strategy-session/) - [Sales funnel](https://onlinemarketingbakery.com/en/knowledge-base/sales-funnel/) Further reading - [Email marketing agency](https://onlinemarketingbakery.com/en/email-marketing-agency/) - [Follow-up email after a webinar or workshop](https://onlinemarketingbakery.com/en/blog/follow-up-email-after-a-webinar-or-workshop/) - [Follow up LinkedIn leads within an hour](https://onlinemarketingbakery.com/en/blog/follow-up-linkedin-leads-within-an-hour/) - [How to build a sales funnel: the step-by-step plan](https://onlinemarketingbakery.com/en/how-to-build-a-sales-funnel/) [← All terms in the knowledge base](https://onlinemarketingbakery.com/en/knowledge-base/) 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. ## Your next event deserves a room that buys. Book a one-hour baker's chat. We figure out where your room leaks. If it's not for you, we'll tell you. [Book your baker's chat](https://calendar.app.google/xxHsojnQL4A574Me7) [Take the leak test](https://onlinemarketingbakery.com/en/leak-test/start/) You talk directly to Rubin, the head baker.