How to email a client who hasn't sent their content

Waiting on a client's logo, copy or photos is the most common reason a small project stalls, and it is rarely because they don't care. They are busy, they don't know exactly what you need, or the task has quietly slid down their list.

The fix is usually a shorter, more specific email, not a firmer one. Name the exact items, say what they unblock, and make replying easy.

Customise this email

What to include, and what to leave out

Include

The exact list of items, not "the content". One missing item is easier to find than a vague gap.
What the items unblock and the date that keeps the project on track.
An easy way out: offer to help pull it together, take rough drafts, or use placeholders for now.

Leave out

Saying "overdue" or "as per my last email". State the date it was due instead.
Several asks in one message. One clear ask gets answered; a list of five gets postponed.
Claiming work is paused unless it is true and your agreement says so.

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: Next step on the Northside website

Hi Dana,

Following up on my note from Mon 5 Oct about the Northside website. I'm ready to carry on as soon as I have the logo files and the about-page copy. No rush today, but sometime this week would keep us on schedule.

If something is holding it up, let me know and I'll help where I can.

Thanks,
Sam

Clear

Subject: The Northside website: waiting on the logo files and the about-page copy

Hi Dana,

Following up on my note from Mon 5 Oct about the Northside website. I'm still waiting on the logo files and the about-page copy, and the next stage can't start until I have everything. If it's all in by Sat 3 Oct, we stay on track.

If part of it is ready, send that now and the rest when you can. Tell me if anything is blocking it and I'll help.

Thanks,
Sam

Firm but polite

Subject: The Northside website: paused until I have the logo files and the about-page copy

Hi Dana,

Following up on my note from Mon 5 Oct about the Northside website. I'm still waiting on the logo files and the about-page copy, and the work is paused on my side until I have everything. Once it's in, I'll pick it back up and we'll agree a revised delivery date.

If something has changed on your side, tell me and we'll work out a new plan together.

Thanks,
Sam

This version mentions pausing work. Keep that line only if it's true and covered by your agreement.

How often to follow up

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

01A few days before the due date. A short heads-up listing what you will need.
02On the due date. A friendly check that nothing is blocking them.
03About 3 and 7 days later. The clear version, naming the items and the date they protect.
04About 14 days later. The firm but polite version, only if it is true that the work is waiting.
05After that. Pick up the phone, or ask if the timeline needs to change.