How to follow up on client feedback that never came

A draft that has gone quiet is one of the easiest things to lose a week to. Feedback is hard to give, and "I'll look at it later" feels harmless to the client even when it holds up the whole project.

Lower the effort of replying. Ask a narrow question, tell them what you will do with the answer, and say what happens to the schedule if it takes longer.

Customise this email

What to include, and what to leave out

Include

A narrow question such as "Are you happy with the layout, or should I change anything before I carry on?"
A default: "If I don't hear back by Friday I'll continue with the current version." Only say this if you mean it.
How long the review should take, so it looks small.

Leave out

"Any thoughts?". It invites an essay and gets no reply.
Sending a new version with the follow-up. Two versions make the client's job harder.
Silent deadlines. If the date matters, say why it matters.

Three versions to copy

Same situation, three tones. Start with the calm one and move to the next only if you need to. The names, dates and amounts are examples; swap in your own below.

Calm

Subject: Your feedback on the Northside website

Hi Dana,

Following up on my note from Mon 5 Oct about the Northside website. Whenever you've had a chance to look at the draft I sent on Mon 5 Oct, a quick "approved" or a list of changes is all I need. No pressure on timing, but it helps me plan the next few days.

If you need more time, just say so and I'll plan around it.

Thanks,
Sam

Clear

Subject: The Northside website: your approval or changes

Hi Dana,

Following up on my note from Mon 5 Oct about the Northside website. I'm waiting for your feedback on the draft from Mon 5 Oct. To keep to the schedule I need your approval or changes by Wed 7 Oct.

Rough notes are fine. If something is holding it up, tell me and I'll help.

Thanks,
Sam

Firm but polite

Subject: The Northside website: the schedule depends on your feedback

Hi Dana,

Following up on my note from Mon 5 Oct about the Northside website. I haven't had feedback on the draft since Mon 5 Oct, and the schedule now depends on it. If I don't hear back by Wed 7 Oct, I'll move other work forward and fit your revisions in after, which may change the delivery date.

If a quick call would be easier, reply and we'll find a time.

Thanks,
Sam

How often to follow up

A pattern many freelancers use. Every business and client differs, so adjust it.

01When you send the draft. Say when you need feedback and what you will do next.
022 to 3 days later. The calm version with a narrow question.
03About 7 days later. The clear version, naming the date the schedule moves.
04About 14 days later. The firm but polite version, only if the schedule really does move.
05After that. Offer a 10-minute call instead of another email.