You sent the email. They opened it. Maybe even clicked.
But then… silence.
So, like most people, you wait 24 or 48 hours and follow up—just to “check in.”
The problem? That kind of follow-up is based on timing, not behavior.
If they opened your email three times yesterday and then clicked your pricing link this morning, waiting two more days isn’t just bad timing; it’s a missed opportunity.
This guide will help you send smarter follow-ups, based on what your contacts actually do, not what you hope they’ll do. We’ll break it down using real email behavior like opens, re-opens, and clicks.
And to make it real, we’re showing screenshots from MailTracker, so you can see how it works in practice.
TL;DR: When & How to Follow Up Based on Email Behavior
1. If Your Email Was Never Opened → Change the Subject or Sender
If your email was never opened, the issue isn't your offer. It's that your message didn’t get through. Maybe it landed in a crowded inbox.
Maybe the subject line didn’t grab attention. Or maybe the sender's name looked unfamiliar.
When this happens, the solution is not to follow up with the same message. You need to change your approach.
Here’s what to try instead:
- Write a shorter, clearer subject line (Here are some email subject line examples)
- Use a different sender name if possible (especially if you’re emailing from a generic address)
- Start your follow-up with a stronger first sentence that speaks to a specific pain point
2. If They Opened It Once → Wait Before Following Up
One open is better than none, but it doesn’t mean they’re ready.
Maybe they skimmed it during a meeting. Maybe they saw your initial message but got distracted. Or maybe it didn’t feel urgent yet.
If your email recipients only opened the message once and didn’t click or respond, wait before your first follow-up. Avoid looking impatient.
Here’s what to do:
- Wait 48 to 72 hours
- Try a new angle in your follow-up email template
- Mention the previous email, but rephrase it and focus on value
Try a message like:
“Just checking in, in case you didn’t receive my email. Would it be helpful if I sent over a quick use case?”
You’re showing that you're aware of the initial interaction and offering to continue the conversation on their terms.
3. If They Opened It Multiple Times → Follow Up Now With Context
When someone opens your email more than once, that’s a sign. They didn’t just glance at it and move on; they’re thinking about it.
This is the perfect moment to send a quick follow-up. Not days later. Now.
But your follow-up email needs to match the moment.
Don’t just say “checking in.” Add context that shows you’re referencing previous interactions and watching for real signals.
This kind of behavior-based approach helps sales reps and sales teams move the sales process forward with better timing and better outcomes.
Instead of sending multiple messages blindly, you’re acting on continued interest, and that’s what turns a casual open into a real sales call or conversation.
4. If They Clicked But Didn’t Reply → Re-Engage With Context, Not Pressure
Clicks and reopens (especially after a few days of silence) are quiet signals of interest. But they’re often wasted when follow-ups come too late or sound too generic.
Instead of “just checking in,” treat these moments as a second chance to add value.
Your follow-up shouldn’t apply pressure. It should offer clarity, reduce friction, and invite the next step naturally.
Here’s what to do:
- Wait 6 to 12 hours
- Send a follow up message that adds value, not pressure
- Include social proof, a short case study, or even a video
- Personalize based on what they clicked (demo, pricing, etc.)
Example follow-up email:
Subject: Quick note on [Product/Topic]
Hi [First Name],
Just wanted to follow up in case you’re still exploring [topic you help with].
I’ve put together a short example of how we helped [Customer or Company] solve [specific pain point] — happy to share if it’s useful.
Let me know if you'd prefer a quick walkthrough instead.
Best,
[Your Name]
With MailTracker, you’ll spot the right moment to send this kind of follow-up. When someone engages again, it’s your chance to stay relevant and helpful, not repetitive.
This approach leads to higher response rates and better conversations because your message feels timely, not pushy, and your timing feels like luck, not surveillance.
5. If They Reopened After Days → Perfect Timing for a Light Nudge
When someone reopens your email after a few days, it means something triggered renewed interest.
This is your moment for a quick follow-up, not a hard pitch, just a helpful reminder that you’re here if they need more information.
At this point in the customer journey, you don’t want to overdo it. A light nudge works better than a full sales follow-up email.
Here’s an example:
Subject: Just checking if the timing is better now
Hi [First Name],
Hope your week’s going well.
Just wanted to circle back on my last message in case now’s a better time to talk. If you’re still exploring [topic/problem], I’d be happy to send over a quick resource or answer any questions.
Let me know what’s most helpful.
Best,
[Your Name]
This kind of behavior-based timing is what makes writing follow-up emails part of a smarter follow-up strategy.
It also reduces the need for a final follow-up or breakup email later, because you’ve already connected when the timing was right.
How MailTracker Makes Follow-Ups Smarter
You don’t need more tools. You need better timing.
MailTracker shows you when someone opens, re-opens, or clicks your email in real time.
Here’s how it helps:
- See who’s actually reading your emails
- Know when someone clicks but doesn’t reply
- Track which follow-ups lead to replies or sales calls
- Avoid sending too many follow-ups that feel random
You can use MailTracker for free to track up to 20 emails per month. And if you need more, the Pro version gives you unlimited tracking, full email history and more.
FAQs
When should I follow up after the initial contact?
Wait 48–72 hours after your initial email, unless you see clicks or multiple opens. Base your timing on behavior, not a fixed delay.
What makes a good subject line for follow-ups?
A good subject line is clear, relevant, and tied to a pain point. Try something like: “Quick note after our networking event” or “Still interested in solving [X]?”
What should I include in my follow-up message?
Keep it short. Reference your previous email, offer value, and end with a clear call to action. Use follow-up templates with bullet points if needed.
