The follow-up strategy that actually gets brands to respond
You sent a sponsorship pitch three weeks ago. Radio silence. You're staring at your inbox wondering if you should follow up or if you'll come across as desperate. Here's the reality: 80% of sales require five follow-up attempts, yet most creators give up after one email.
The difference between creators who consistently land deals and those who don't often comes down to one thing—a systematic follow-up strategy that keeps you top of mind without crossing into annoying territory.
Why most creators fail at following up
The average brand receives 50–100 creator pitches per month. Your initial email got buried under 47 others, lost in a folder marked "review later," or the decision-maker was on vacation when you sent it. Only 2% of cold emails get responses on the first try.
Most creators make two fatal mistakes: they either never follow up at all (assuming silence means rejection), or they send a generic "just checking in" email that adds zero value. Both approaches leave money on the table.
The third mistake? Following up too soon. Sending a follow-up 24 hours after your initial pitch signals impatience, not professionalism. Brands need time to review pitches, discuss internally, and check budgets.
The timing that actually works
Your first follow-up should land 5–7 business days after your initial pitch. This window gives brands enough time to review without letting your email fall off their radar completely. If you pitched on Monday, follow up the following Monday or Tuesday.
Your second follow-up should come 7–10 days after the first. This is where most creators stop, but data shows deals often close on the third or fourth touch point. Send your third follow-up 10–14 days after the second.
After three follow-ups with no response over 4–6 weeks, it's time to either try a different contact at the same company or move on. But here's the key: track everything in your deal pipeline tracker so you know exactly when each follow-up is due and what you've already sent.
What to write in each follow-up email
Your first follow-up should reference your original pitch and add one new piece of value. This could be a recent post that performed exceptionally well, a relevant trend in their industry, or a new platform you've started creating on. The subject line should continue the original thread (hit reply to your sent email) and include "Following up: [Original Subject]."
Template: "Hi [Name], I wanted to follow up on my pitch from [date] about partnering on [specific deliverable]. Since then, I published [specific content] that got [specific metric]—which shows our audience is especially engaged with [relevant topic]. Would you be open to a quick 15-minute call this week to discuss how we might work together? I'm available [specific days/times]."
Your second follow-up should acknowledge they're busy and make it easy to say yes or no. Subject line: "Quick question about [Brand Name] partnership." Template: "Hi [Name], I know you're swamped, so I'll keep this brief. Are you the right person to discuss creator partnerships for [specific product/campaign]? If not, could you point me to who handles these? If the timing isn't right for a partnership now, I'd love to know when to circle back."
Your third follow-up should be the "breakup email"—a final check-in that gives them an easy out while keeping the door open. Subject line: "Last check-in about [Brand Name] x [Your Name]." Template: "Hi [Name], This is my last email on this—I don't want to be a pest. I'm guessing now isn't the right time for a partnership, which is totally fine. If things change in Q[next quarter], I'd love to reconnect. In the meantime, I'll be [specific upcoming content or milestone]. Best of luck with [something specific about their brand/recent campaign]."
The channels beyond email that get responses
Email isn't your only option. LinkedIn messages have a 25% higher response rate than cold emails for B2B outreach. If you've followed up twice via email with no response, try connecting on LinkedIn with a personalized note: "Hi [Name], I've reached out via email about a potential partnership between [Your Platform] and [Brand Name]. Thought LinkedIn might be a better channel—would you be open to a quick conversation?"
Instagram DMs work for consumer brands, especially if you've already tagged them in relevant content. Your message should be brief: "Hey [Brand Name team], I've sent a partnership proposal via email but wanted to reach out here too since you're active on Instagram. Would love to chat about working together—who's the best person to contact?"
Twitter/X replies on their company account posts can work if done thoughtfully. Don't pitch in public, but a genuine comment on their content can remind them of your email. Follow it with a DM referencing your email pitch.
How to know when to stop following up
You'll get three types of responses: yes, no, or silence. Yes is obvious—move forward. No is actually valuable—it clears your pipeline and lets you focus elsewhere. Silence after three follow-ups over 4–6 weeks typically means no, but it's not personal.
If a brand explicitly says they're not interested or the timing isn't right, ask one follow-up question: "Thanks for letting me know. Would Q[specific quarter] be better to reconnect?" Then set a calendar reminder and actually follow up then. Brands remember creators who respect their timeline but don't disappear.
Watch for soft signals. If someone replies with "Thanks, I'll review and get back to you" but doesn't give a timeframe, wait one week then ask: "Just wanted to check if you've had a chance to review my proposal. Happy to answer any questions." If they reply but dodge giving an answer twice, that's usually a no.
The system that keeps you from burning out
Following up on 10+ brands simultaneously while creating content and managing active deals gets overwhelming fast. You need a system that automates the tracking without automating the emails themselves (automated email sequences feel impersonal and hurt response rates).
Set up a simple spreadsheet or use a deal pipeline tracker with columns for: Brand Name, Contact Person, Date Pitched, Follow-up 1 Date, Follow-up 2 Date, Follow-up 3 Date, Status, and Notes. Every Monday morning, spend 30 minutes checking which follow-ups are due that week.
Batch your follow-up emails. Instead of sending them one-off throughout the day (which keeps you in pitch mode constantly), set aside Tuesday and Thursday mornings to send all follow-ups due that week. This keeps you focused on creating content the rest of the time.
Track your follow-up response rates. If you're getting 0% responses after three follow-ups across 20+ brands, your initial pitch needs work—not your follow-up strategy. If you're getting 20–30% response rates (even if they're saying no), your follow-up strategy is working and you should focus on building a stronger sponsorship pipeline.
The creators who consistently land deals aren't necessarily the ones with the biggest audiences—they're the ones who treat follow-ups as a non-negotiable part of their pitch process. Every follow-up is another chance to demonstrate professionalism, add value, and stay top of mind when budget opens up. Most importantly, tracking your follow-ups in Dealsprout's deal pipeline means you'll never miss a follow-up window or lose track of where each brand stands in your pipeline.
Frequently Asked Questions
Q: How many times should I follow up before giving up on a brand? A: Three follow-ups over 4–6 weeks is the sweet spot. The first at 5–7 days, the second at 7–10 days after that, and the third 10–14 days later. After three attempts with no response, move on but keep the brand in your system for a potential re-pitch in 3–6 months when they might have new budget or priorities.
Q: Should I follow up on weekends or stick to business days? A: Always stick to Tuesday through Thursday during business hours (9am–3pm in their timezone). Weekend emails get buried under Monday morning inbox floods, and Monday emails compete with 100+ other weekend messages. Mid-week follow-ups have 40% higher open rates than Monday or Friday sends.
Q: What if I get a response asking for my rates but then they ghost after I send them? A: Follow up 5 days after sending your rates with: "Hi [Name], wanted to make sure my rate card came through. Happy to break down the pricing or discuss a custom package if needed." If they ghost again, they likely hit sticker shock—either your rates are too high for their budget or they're shopping around. Send one more follow-up at 7 days offering flexibility on deliverables.
Q: Is it okay to follow up with a different person at the same company if my contact isn't responding? A: Yes, but only after three follow-ups to your original contact over 4–6 weeks. Use LinkedIn to find the CMO or Head of Partnerships, reference that you've been in touch with [Original Contact] about a partnership, and ask if they're the right person to discuss creator collaborations. Keep it professional—don't throw your original contact under the bus for not responding.