Before You Send: Key Principles

Chase emails walk a fine line between persistence and annoyance. These templates are designed to stay on the right side of that line, but how you use them matters as much as what they say:

  • Personalise every email. Using the consumer's first name and referencing their specific situation (mortgage type, cover they enquired about) makes a significant difference to response rates.
  • Space them out. Don't send all four templates in two days. A typical cadence: first chase on day 2, second chase on day 4-5, final chase on day 7-8, and the checking-in template 3-4 weeks later.
  • Match the channel to the situation. If you've already spoken to the consumer and they've gone quiet, email may not be the right channel — a quick SMS or phone call might be more appropriate. Use email chases primarily for leads you haven't been able to reach by phone.
  • Don't keep chasing forever. After the final chase, move the lead to your nurture sequence rather than continuing to send chase emails. Endless chasing becomes harassment.

Template 1: First Chase Email

Send this 1-2 days after your initial call attempts if the consumer hasn't responded to phone calls or SMS.

Subject: Your [mortgage/insurance] enquiry — [Your Name]

Hi [First Name],

I tried calling you [yesterday/earlier today] about the [mortgage/life insurance/etc.] enquiry you submitted recently. I appreciate you might have been busy, so I wanted to drop you a quick email instead.

I'm [Your Name], a [whole-of-market mortgage adviser/protection adviser] at [Your Firm]. I help people in situations like yours find the right [mortgage deal/insurance cover] by searching the entire market on their behalf.

I'd love to have a quick 10-minute chat to understand your situation and see how I can help. You can:

  • Reply to this email with a good time to call
  • Call me directly on [phone number]
  • Text me on [phone number] if that's easier

No pressure at all — I'm here if and when you're ready.

Best regards,
[Your Name]
[Your Firm]
[Phone Number]
[FCA Registration Number if applicable]

Template 2: Second Chase Email

Send this 2-3 days after the first chase email if there's still no response.

Subject: Quick follow-up — [First Name]

Hi [First Name],

Just a quick follow-up to my last email. I know how busy life gets, and getting a [mortgage/insurance] sorted isn't always top of the priority list until it needs to be.

I wanted to share one thing that might be useful: [insert one relevant, helpful piece of information tailored to their enquiry type]. For example:

  • For mortgage leads: 'Interest rates have been shifting recently, and locking in sooner rather than later could save you a meaningful amount over the term of your mortgage.'
  • For insurance leads: 'Life insurance premiums are based on your age and health at the time you apply, so getting cover in place now is usually the most cost-effective time.'
  • For remortgage leads: 'If your current fixed rate is ending soon, most lenders let you secure a new rate up to 6 months in advance, so you don't need to wait until the last minute.'

If you'd like to chat, I'm available [suggest two specific time slots]. Otherwise, I'll leave you in peace — you can always reach me on [phone number] if things change.

All the best,
[Your Name]

Template 3: Final Chase Email

This is your last chase email. The 'closing your file' approach consistently generates the highest response rate of any chase email because it creates a sense of finality.

Subject: Closing your enquiry — [First Name]

Hi [First Name],

I've tried reaching you a few times about your [mortgage/insurance] enquiry, and I appreciate you might have decided to go in a different direction or the timing simply isn't right.

I'm going to close your file for now so I'm not bothering you with follow-ups. But I wanted to let you know that if things change — whether that's next week, next month, or next year — you're very welcome to get in touch. I'll be happy to help whenever the time is right for you.

Wishing you all the best,
[Your Name]
[Your Firm]
[Phone Number]

This email works because it removes pressure while subtly prompting action. Many consumers who have been meaning to respond but kept putting it off will reply when they see the file is about to be closed. Don't be surprised if this template generates more responses than the first two combined.

Template 4: Checking-In Email (3-4 Weeks Later)

This is a nurture email rather than a chase. Send it a few weeks after the final chase to keep the relationship warm without being aggressive.

Subject: Checking in — [Your Name]

Hi [First Name],

It's been a few weeks since we last spoke — I hope things are going well.

I just wanted to check in and see if your [mortgage/insurance] plans have progressed at all. If you've sorted it elsewhere, that's great — glad you got it handled. If you're still thinking about it or if your situation has changed, I'm here whenever you'd like to chat.

In the meantime, I thought you might find this useful: [link to a relevant resource, blog post, or market update]. It covers [brief description of the content].

No need to reply unless you want to — I'll check in again in a month or so.

Best,
[Your Name]

Tips for Better Chase Emails

Subject Lines

Keep subject lines short, personal, and specific. Avoid anything that sounds like marketing or spam. Subject lines that include the consumer's first name tend to perform better. Avoid all caps, excessive punctuation, or words like 'urgent,' 'limited time,' or 'act now.'

Good subject lines: 'Your mortgage enquiry — [Name]', 'Quick follow-up, [First Name]', 'Closing your file'

Bad subject lines: 'DON'T MISS OUT!', 'Exclusive mortgage rates!!!', 'ACTION REQUIRED'

Length

Chase emails should be short — 100-150 words maximum. The consumer didn't respond to a phone call; they're unlikely to read a 500-word email. Get to the point, provide one piece of value, and make it easy to respond.

Calls to Action

Always give the consumer multiple ways to respond: reply to the email, call you, or text you. Different people prefer different communication methods. Making it easy to respond in their preferred way increases response rates.

Timing

Send chase emails between Tuesday and Thursday, ideally mid-morning (9:30-11:00) or early afternoon (13:00-14:30). Avoid Monday mornings (inbox overload), Friday afternoons (people have switched off), and evenings (may feel intrusive).

Professional Signatures

Always include your full name, firm name, phone number, and any relevant regulatory information in your email signature. This builds credibility and makes it easy for the consumer to contact you through their preferred channel.

For more detailed follow-up strategies, see our lead nurturing best practices guide and our mortgage broker follow-up scripts.