A good check-in has a reason. Open with something specific — a change at their company, a result from a similar customer, an article relevant to their goal — then ask one question about where things stand. "Just checking in" with nothing new gives the reader nothing to reply to.
| Situation | Timing |
|---|---|
| Existing client | Every 4–8 weeks between projects, or after a milestone |
| Quiet prospect | When you have a genuine trigger: news, a hire, a new feature |
| Old contact | Around a natural moment: a new quarter, their job change |
Hi [their first name], It has been about [time] since we wrapped [project]. I was curious how [specific result or feature] is holding up now that your team has used it for a while. Anything you would change, or anything new on your plate for next quarter? [your name]
Hi [their first name], Congratulations on [news]. Moments like this often make [topic / what it is about] more pressing. When we spoke in [month] the timing was not right — has anything changed? [your name]
Hi [their first name], I came across [article/event] about [topic / what it is about] and thought of our conversation at [where you met]. How are things at [their company]? Happy to swap notes if useful. [your name]
Check how yours truncates on a phone with the subject line tester.
Name why you are writing: "Following up on the Q3 plan", "Saw your launch and thought of our conversation", "Quick question about next month". A reason gives them something to reply to.
There is no fixed rule; many account managers check in every four to eight weeks between projects, plus after milestones. Let the client's pace guide you.
A specific reason for writing, a short question about their current situation, and optionally something useful — an idea, a resource or an introduction.