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There are many reasons to send a touch base email, and many ways to craft them. Here are 23 ideas that will give you the open rates you deserve.

Why Send a Touch Base Email, anyway?


Reaching out to clients on a regular basis is a great way to stay on their mind, but no one wants to get a message that’s boring. Take a creative route instead to avoid the issue of sending touch base emails with no substance.

Dealing with a Lack of Response


Your last message wasn’t responded to, and you want to prompt them to get back in touch. How can you do this without sending a basic follow-up message? Easy! Try one of these alternatives to get their attention.

  • Are they trying to decide about a specific product or service? Send them a “how-to” guide that includes more information.
  • Emailing a quick piece of actionable advice may help them make a decision.
  • An easy way to reconnect is by sending them a recent article about their industry or profession.
  • Every business has weaknesses. If you point one out in a helpful, non-critical way, you may receive a reply and their gratitude.
  • Did they recently ask a question on an online forum? Respond to it, and provide additional resources via email.
  • Find an applicable social media post they’ve recently put up. Craft a response, and then follow up via email with more resources.
  • Send them the link to a blog post that your company recently posted.
  • Refer to something they wrote in their most recent blog post.
  • Is your company hosting any educational events, webinars or social functions? Send them an invite!
  • Send a recommendation for an event in the area that’s relevant to their professional or personal interests.
  • Let them know about something one of their competitors is doing exceptionally well and ask them how they’re going to counter it.
  • Email them the link to a recent news story about one of your high-profile clients.
  • Forward the original message and ask “did this email get buried or stuck in your spam filter?”
  • Ask them if they’re dealing with a common challenge that your buyers have been experiencing.
  • Bring up the goal they discussed with you. Ask if they still want to achieve it. Provide suggestions for how they can cross this goal off their list.
  • If all else fails, close the loop by sending a “breakup” email.


Situation: Connecting After a Major Event


  • Did someone who blocked decisions leave the company? Reach out to remind the company about your services!
  • Send decision makers a congratulatory email if they get a promotion.
  • Did they find new funding? This is another great time to say congratulations!
  • Take a moment to reach out to any new C-level executives.
  • Have they created new positions within the niche your products or services fill? Ask if there are any new company initiatives.


Situation: When You Lose a Deal


  • If they chose a competitor, reach out a month later to see how everything is going.
  • Touch base a few months before their contract is set to expire.

These email ideas all have far more substance than a boring, everyday touch base email. The key is to touch base and reframe the conversation. That way, they’re much more likely to respond.


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