A gentle follow-up on the homepage layout we shared on Monday. If you’re happy with it, a quick “approved” is all we need.
02
Missing documents
A quick reminder that we still need last year’s bank statements as PDFs to start the year-end accounts.
03
Asking the wrong person?
Is there someone else who should review and approve this? I’m happy to send it to them directly with you copied.
04
Closing the loop
I’ll assume now isn’t the right time and put this on hold. Just reply if anything changes.
What makes a follow-up gentle (and still effective)
Most clients who go quiet aren’t ignoring you. Your email landed in a busy inbox, the person who has to decide is someone else, or the request wasn’t clear enough to act on in two minutes. A good follow-up fixes those problems instead of repeating the original message more loudly.
“Just a gentle follow-up” signals politeness, but politeness alone doesn’t get a reply. The follow-ups that work share four things:
One clear ask. “Can you approve the homepage layout?” beats “Any thoughts on everything we sent?”
The context they need to act. Link to the exact file, page or question. Don’t make them search their inbox for your last message.
A date and a reason. “By Thursday, so we can keep the launch on the 14th” explains why it matters without sounding like pressure.
An easy way out. “If someone else should approve this, let me know who” removes the most common blocker: you’re asking the wrong person.
When to follow up
There’s no universal rule, but this cadence works for most client work. If you agreed a review window at the start of the project, use it: it’s much easier to follow up on a date the client already said yes to.
Situation
First follow-up
Second follow-up
Approval or feedback request
2 working days after the review date you agreed
2–3 working days later, with the impact on the timeline
Missing documents or information
3 working days after the request
1 week later, offering a call or an alternative
No reply to a proposal
3–5 working days
1–2 weeks later
Overdue invoice
On the due date (a reminder, not a chase)
7 days after the due date
The 11 follow-up emails
1. Just a gentle follow-up (general)
Subject: Following up: [what you need]
Hi [Name],
Just a gentle follow-up on my note from [day] about [topic]. To keep things moving, we need [specific thing] by [date].
Here it is again for easy reference: [link]
If it's easier to talk it through, I'm happy to jump on a quick call.
Thanks,
[Your name]
2. Gentle follow-up on an approval
Subject: Quick approval needed: [deliverable]
Hi [Name],
A gentle follow-up on the [deliverable] we shared on [date]. It's ready for your approval here: [link]
If you're happy with it, a quick "approved" is all we need. If you'd like changes, please send them in one set by [date] so we can keep [milestone] on [date].
Thanks,
[Your name]
3. Second follow-up on an approval (explain the impact)
Subject: [Deliverable] approval – timeline update
Hi [Name],
We're still waiting on approval for [deliverable]. Without it by [date], [milestone] will move from [original date] to [new date].
If anything is holding it up (questions, missing information, or someone else who needs to sign off), let me know and I'll help sort it.
[Link to the deliverable]
Thanks,
[Your name]
4. Follow-up on missing documents or information
Subject: Still needed: [document]
Hi [Name],
A quick reminder that we still need [document] to start [piece of work]. Here's exactly what we're looking for:
- [Item 1, with format, e.g. "2025 bank statements as PDF"]
- [Item 2]
You can [upload them here / reply with them attached]. If you don't have something yet, just tell us and we'll plan around it.
Thanks,
[Your name]
5. Follow-up when you need feedback, not a yes or no
Subject: Your feedback on [deliverable]
Hi [Name],
Following up on the [deliverable] we sent on [date]. To make feedback quick, three questions:
1. [Specific question]
2. [Specific question]
3. Is there anything that's clearly off?
Rough answers are fine. We'd like them by [date] to stay on schedule.
Thanks,
[Your name]
6. Follow-up when you suspect you're asking the wrong person
Subject: Who should approve [deliverable]?
Hi [Name],
I've followed up a couple of times about [deliverable] and want to make sure I'm not adding to your inbox unnecessarily. Is there someone else who should review and approve this?
If so, I'm happy to send it to them directly with you copied.
Thanks,
[Your name]
7. Follow-up after a meeting
Subject: Next steps from [meeting]
Hi [Name],
Thanks for your time on [day]. A quick recap of what we agreed:
- [Decision 1]
- [Decision 2]
- **Your next step:** [action] by [date]
- **Our next step:** [action] by [date]
Let me know if I've missed anything.
[Your name]
8. Follow-up on a proposal
Subject: Any questions on the proposal?
Hi [Name],
I wanted to follow up on the proposal for [project] I sent on [date]. Do you have any questions, or would it help to walk through it together?
If the timing isn't right, that's completely fine. Just let me know and I'll check back in [timeframe].
Best,
[Your name]
9. Gentle reminder on an invoice
Subject: Invoice [number] – due [date]
Hi [Name],
A friendly reminder that invoice [number] for [amount] is due on [date]. You can [view and pay it here / find it attached].
If it's already on its way, please ignore this. Thank you!
[Your name]
10. Follow-up on a stalled project
Subject: Picking [project] back up
Hi [Name],
We haven't heard from you on [project] since [date], and I want to check how you'd like to proceed. We can:
1. Restart with [next step] once we have [input], or
2. Pause until [date] and pick it up then.
Either is fine. Just let me know which works for you.
Thanks,
[Your name]
11. Final follow-up (closing the loop)
Subject: Closing the loop on [topic]
Hi [Name],
I've reached out a few times about [topic] and haven't heard back, so I'll assume now isn't the right time. I'll [pause this / mark it as on hold] for now.
If anything changes, just reply to this email and we'll pick it up from where we left off.
All the best,
[Your name]
Mistakes that make follow-ups get ignored
“Just checking in” with no ask. If the email doesn’t say what you need, there’s nothing to reply to.
Burying the link. Make the thing they need to look at one click away.
Asking for “any feedback”. Open-ended requests take effort. Specific questions get answers.
Following up on a date you never agreed. Agree review windows at kickoff (the client onboarding questionnaire includes a question for it) and follow up against them.
Changing channels without saying so. If you switch from email to a call or message, recap the ask in writing afterwards.
Send fewer follow-ups in the first place
Most follow-ups exist because the original request got lost: in a long email, a shared folder or a status report nobody finished reading. Three habits reduce how many you need to send:
Put the decision in the update. End every client status update with the specific decision or input you need, its owner and the date.
Keep requests next to the work. A request for documents is easier to answer when it sits with clear instructions and a place to upload, not in an email thread.
Know who has actually seen it. If you can see whether a client has opened an update, you can tell “hasn’t seen it” from “has seen it and is stuck”, and follow up accordingly.
That last point is what Angelwood is built for. Your team publishes reviewed updates to each client’s portal, clients approve work and record decisions there, and portal activity shows who needs a follow-up, so you can chase with context instead of guessing.
Use it in Word, Google Docs or PDF
Microsoft Word
Download the Word (.docx) file and open it. If Word opens it in Protected View, select Enable Editing.
Use Find (Ctrl+F or Cmd+F) and search for “[” to jump between the placeholders you need to replace.
Save a clean copy as a Word template (File → Save As → Word Template) so every new document starts from it.
Google Docs
Upload the .docx file to Google Drive.
Right-click it and choose Open with → Google Docs, then File → Save as Google Docs to keep an editable copy.
Use File → Make a copy for each new client so your master stays clean.
PDF
Fill it in Word or Google Docs, then export it: File → Save As → PDF in Word, or File → Download → PDF document in Google Docs.
MAKE IT WORK FOR YOU
Useful structure. Your way of working.
01
Make one clear ask.
Every template leads with the single thing you need: an approval, a file, an answer. If a client can reply in two minutes, they usually will.
02
Give a date and a reason.
Tie the request to the milestone it affects. On a second follow-up, state the impact on the timeline plainly. It explains why the date matters without adding pressure.
03
Check you’re asking the right person.
When a request stalls, the contact often isn’t the decision-maker. Use the “wrong person” template to find the approver without going around your contact.
Keep it short, make one specific ask, link to what they need and give a date with a reason. Phrases like “just a gentle follow-up” set a polite tone, but the clarity of the request is what gets a reply.
How long should I wait before following up with a client?+
For approvals and feedback, two working days after the review date you agreed. For missing documents, about three working days. For proposals, three to five working days.
How many times should you follow up?+
Usually two or three times. On the second follow-up, explain the impact of the delay. If there’s still no answer, send a final email that closes the loop and leaves the door open.
Can I edit this template in Word or Google Docs?+
Yes. Download the Word (.docx) file and open it in Microsoft Word, or upload it to Google Drive and choose Open with → Google Docs. There’s also a Markdown version for any text editor. No account or email address is needed.
How do I save it as a PDF?+
Fill it in, then export it: File → Save As → PDF in Word, or File → Download → PDF document in Google Docs. On this page you can also print just the template or save it as a PDF from your browser’s print dialog.