Client follow-ups are easier than cold outreach because trust already exists. The key is staying top-of-mind without intruding. These five templates balance familiarity with professionalism and assume the client values the relationship.
Template One: The Project Completion Check-In
Use this 1-2 weeks after you’ve delivered the final project or invoice.
Subject: “How’s [project] working out?”
Hi [Client name],
Hope the [website/proposal/video/etc.] is exceeding your expectations so far. I wanted to check in and see if there’s anything that needs tweaking or if you have questions about using it.
Also wanted to reach out because we’ve had a few clients recently ask about [related service you offer], and I thought of your business. Could be a good fit down the road if you’re interested.
Talk soon, [Your name]
This template does three things. It confirms they’re satisfied, it opens the door for revisions, and it plants a seed for future work. It feels genuine because you’re checking in, not selling.
Template Two: The Referral Request
Use this when you want to ask for introductions to other potential clients.
Subject: “Would you be open to a quick intro?”
Hi [Client name],
I really appreciate how smoothly our [project] came together, and I’m getting great feedback from your team. I was hoping you might know someone in your network who could benefit from similar work.
If there’s someone you think would be a good fit, I’d love an intro. No pressure at all, and happy to return the favor anytime.
Best, [Your name]
This works because you’ve already delivered value. You’re asking for help after trust is built. Keep it brief and make saying no simple. Notice there’s no pushy closing language.
Template Three: The New Service Announcement
Use this every 6-12 months when you’ve added new services that could help existing clients.
Subject: “New service we’re offering + [client name]”
Hi [Client name],
I’ve been thinking about the challenges you mentioned during our last project, and we just launched a service that directly addresses that. Thought of you immediately.
I’m not trying to upsell you, but I didn’t want you to miss something that could make your life easier. If you’re interested, let’s grab coffee and I’ll walk you through it.
Best, [Your name]
This works because you’re connecting their past need to a current solution. You’re being helpful, not pushy. The “not trying to upsell” line gives you permission to suggest something new because you’re transparent about your intent.
Template Four: The Milestone Celebration
Use this when you see the client hitting a milestone or announcing something publicly.
Subject: “Congratulations on [milestone]!”
Hi [Client name],
I saw the announcement about [new hire/funding/launch/award], and I wanted to reach out to say congratulations. That’s fantastic.
Given this growth, I imagine you might need [service related to their milestone] in the coming months. I’ve helped a few clients in your industry with exactly this. Happy to chat if timing is right.
Congrats again, [Your name]
This feels natural because you have a real reason to reach out. You’re celebrating their win, not sending a random email. It shows you’re paying attention to their progress.
Template Five: The Personal Reconnection
Use this when you haven’t talked to a client in a long time and just want to rebuild the relationship.
Subject: “Been a while, let’s catch up”
Hi [Client name],
It’s been [6 months/1 year] since we worked on the [project], and I realized I haven’t checked in nearly enough. Wanted to see how things are going on your end.
Are you still using what we built, and how’s it holding up? Would be great to grab a quick call if you have 20 minutes in the next week or two.
Hope you’re doing well, [Your name]
This is honest and disarming. You admit you haven’t kept in touch and ask for the relationship back. Most clients respect this candor and respond positively.
The strongest client follow-up feels like you’re checking in on a friend’s project, not chasing a sale.
Timing Matters With Clients Too
Even though clients know you, timing still affects response rates. Send client follow-ups:
Tuesday through Thursday, 9 a.m. to noon (same as leads) Before 5 p.m. on Friday only if it’s truly urgent Never on weekends or holidays Every 6-12 months for seasonal check-ins
If you’re using Waco3 to send proposals or quotes to clients, check when they open them. A client who opened your proposal at 6 p.m. on Thursday probably opened it at home and might be more receptive to a follow-up Friday morning while it’s fresh in their head.
Personalization Is Non-Negotiable
These templates are structures, not scripts. Before sending any follow-up to a client, add:
The specific project name or deliverable they received A specific detail you remember from working together A genuine detail about their business or recent news The actual service name instead of “[related service]”
Generic client emails read like mass emails. Even sending to ten clients, each should feel custom. That’s what makes them feel like genuine outreach, not a newsletter.
Related: Sales Follow-Up Email Example: Copy and Adapt These 5
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