"Just Checking In" Is a Failed Tactic. Here's What Data Told Me to Do Instead

Introduction

Imagine this: A prospective customer appeared interested in your last interaction. Your rep checks in seven days later with an email that says nothing more than, "Just checking in." Crickets. No response. Seven days pass, and the same message is sent again, and again nothing.

Ring a bell? This is among the most popular sales outreach errors today. Although the sentence may seem innocuous, in practice, it does not contribute to the buyer's process and usually closes communication immediately. Inboxes are full, decision-makers are hectic, and buyers want interactions that move them toward a solution, not canned prods.

While "just checking in" messages consistently lag because they fail to respond to the buyer's implicit question: Why should I reply to this?

In a digital-first world of sales, reps have to break from sloppy habits and leverage data-driven engagement techniques that prove relevance, credibility, and value. In this blog post, we'll explore why "just checking in" doesn't work, what research indicates buyers do react to, and how leaders can guide their teams to swap weak follow-ups with assertive outreach.

Why "Just Checking In" Fails

There's a good reason "just checking in" messages don't get answers.

They bring no value

A follow-up with nothing more than "checking in" doesn't provide the buyer a reason to put what they're doing on hold and reply. It doesn't advance the conversation.

They feel self-serving

The phrase conveys, "I need something from you," not, "Here is something helpful for you." Buyers can tell when an outreach is being done more for the rep's quota than for their needs.

They get lost in the noise

Buyers receive sales emails every day. The easiest to forget is a bland, empty message that says nothing new.

Statistics prove they don't work

Yesware research revealed that emails with general subject lines such as "Touching base" or "Just checking in" are the least likely to receive responses. On the other hand, follow-ups with fresh information or insights receive much greater interaction.

A quick “just checking in” wastes a chance to add value and weakens credibility.

What the Data Reveal Buyers Respond To

Therefore, if "just checking in" doesn't yield results, what does? Let's examine what the statistics say regarding buyer behavior.

Relevant insights drive engagement

Customers are much more likely to react to messages that educate them on something new or validate something they're already seeing. A LinkedIn State of Sales report found that 89% of buyers appreciate salespeople who can share industry insights.

Personalization is key

McKinsey studies indicate that personalization can provide 5 to 8 times the return on marketing investment and notably increase response rates. Even small touches, such as pointing to the buyer's position or the most recent project, demonstrate that the approach isn't mass-sent.

Timing increases success

Using data from digital engagement such as when a prospect opens an email, views a pricing page, or downloads a case study can help identify the ideal time to follow up. This signal-triggered outreach tends to receive quicker responses.

Educational content fosters trust

Offering case studies, playbooks, or benchmarking data aligns your message with the buyer's journey. Buyers see you as a trusted resource, not just another salesperson. The data makes one thing clear: buyers reward relevance, personalization, and timing not vague check-ins.

Data-Driven Alternatives to "Just Checking In"

If reps shouldn't rely on "just checking in," what should they say instead? Here are practical, data-backed alternatives that work.

1. Insight-Based Follow-Ups

Instead of reminding prospects that you're waiting, share something valuable.

Example: "I came across this recent report on digital transformation in your industry. Thought you'd find page 12 especially relevant to your team's current focus."

This positions the rep as a knowledgeable guide, not a pest.

2. Trigger-Event Follow-Ups

React to what the prospect does, not just when the rep feels like sending a nudge.

Example: "I saw that you joined our scaling webinar covering time zones. Here's a case study of another company like yours that implemented those strategies."

Replying after a buyer has taken an action makes the message relevant and timely.

3. Storytelling with Proof

You can trust peers over pitches. Brief stories can take the place of vague follow-ups.

Example: "A company in your sector recently reduced onboarding time by 40% using our platform. Thought this might be useful as you're tackling similar challenges."

4. Personalized Video or Voice Notes

Asynchronous video or audio is human, quick, and stands out in crowded inboxes.

Example: A 30-second video where the rep references a specific challenge and offers one actionable idea creates a personal connection that a generic email never could.

Mini Framework for Reps: Each follow-up should educate, validate, or differentiate. If not, don't send it.

Coaching Your Team Out of the Habit

What makes sales reps fall back on “just checking in” messages? Typically, because they're being squeezed to "do activity" and have no better options. That's where sales leaders fit in.

Below are actions leaders can take to coach reps into healthier habits:

Build a content library

Offer templates, case studies, research snippets, and related resources that reps can utilize for value-driven follow-up.

Use analytics dashboards

Train reps to spot digital signals like email opens, website visits, or webinar sign-ups that show the right time to follow up.

Role-play situations

Train reps in writing and delivering follow-up messages that provide value rather than pleading for attention.

Track and reward value-driven outreach

Rather than merely monitoring activity quantity, focus on results such as response rates or meetings scheduled from substantial follow-ups.

By training teams to eliminate the "checking in" habit, leaders engage reps to have more intelligent, better buyer conversations.

Bringing It All Together

Fundamentally, the follow-up on sales isn't about reminding a customer that you are there. It's about delivering micro-moments of value that advance the conversation. A weak "checking in" is easily forgotten. A well-considered, insight-driven touch can revive momentum and reinforce trust.

Conclusion

"Just checking in" might sound innocuous, but the truth is, it's a time-wasting approach that reduces response rates and potentially annoys prospects. Time and again, data proves that buyers react when outreach is timely, personalized, and driven by insight, not when it's generic and vague.

For sales leaders, the task is straightforward: train your teams to break the cycle of using lazy behaviors and instead leverage the strength of sales cycle activity, buyer interaction data, and industry trends to create relevant follow-ups. Equip them with the tools, training, and support they require to excel.

In today's selling, most successful teams aren't those with the highest follow-up volume. They're those who send the right ones—ones that educate, validate, and differentiate. Ditch the check-ins. Start delivering value. That's how deals progress.