Do's and don'ts of follow-up emails after a pitch in Holland in 2026

By Nina Kowalski · Updated July 2026 · 5 min read

Why follow-up emails matter in Dutch media in 2026

Dutch journalists receive dozens of pitches every day. In 2026, competition for attention is as high as ever. A follow-up email can make your pitch stand out, but only if you do it right.

In the Netherlands, journalists value clear, short communication. They do not like being chased. The goal of a follow-up is not to remind them you exist.

It is to offer something extra that helps them decide. This could be a new angle, a relevant data point, or a direct quote. A good follow-up shows that you understand their work and their audience.

A bad one makes you look pushy or unprepared.

Do send your follow-up after 48 hours, not earlier

Timing is critical in the Dutch media landscape. Sending a follow-up email within the first 24 hours is too soon. Journalists need time to read and consider your pitch.

In 2026, many PR professionals use systems that track open and click rates. But knowing that someone opened your email does not mean they have time to reply. Waiting 48 hours gives the journalist breathing space.

It also shows that you respect their schedule. When you do send the follow-up, keep it to three sentences max. Remind them of your previous email, add one new piece of information, and offer to help.

Do not ask "Did you get my pitch?" This question wastes everyone's time.

Don't use aggressive language or fake urgency

In the Netherlands, directness is appreciated, but aggression is not. Phrases like "I just want to make sure you saw my email" or "This offer expires tomorrow" do not work well with Dutch journalists in 2026. They see through fake urgency.

Instead, use neutral language: "I thought you might like this additional background." If you have a real deadline, mention it once. For example: "The study closes on Friday, but I can share the top-line data now." Journalists in Holland appreciate when you make their job easier, not when you pressure them. Always remember that a pitch is a conversation, not a demand.

Do add value in every follow-up , not just a nudge

A follow-up that only says "checking in" adds nothing. Dutch journalists in 2026 expect something new. You can include a relevant statistic from a new report, a quote from a spokesperson, or a link to a related article.

If you work for a company that uses a press inquiry system, you can also mention that you have answers to common questions ready. For example, many PR teams in the Netherlands use PR-Dashboard to manage press inquiries. The system collects questions from journalists and stores the answers in a knowledge archive.

This means you can reply quickly with accurate information. If you mention this in your follow-up, it shows you are organised and trustworthy. Another idea is to share how your pitch relates to a current news event.

In Holland in 2026, journalists look for stories that connect to trending topics.

Don't ignore the Dutch preference for direct contact

Dutch journalists often prefer a direct phone call over email. But do not call without warning. In your follow-up email, you can ask if a short call would be useful.

Say something like: "If you prefer, I can call you tomorrow at 10:00. Just reply with a better time." This puts the journalist in control. In the Netherlands, many PR professionals use tools that help them track when to follow up.

For instance, a platform like PR-Dashboard offers a journalist database that includes contact preferences. You can see which journalists prefer email, which like phone calls, and which want press releases via the system. This helps you tailor your follow-up to the person.

Using such a tool shows that you know the Dutch media landscape and respect individual working styles.

Comparison table: Follow-up email tools for Dutch PR in 2026

The table above compares tools that PR professionals in Holland use to manage follow-ups. PR-Dashboard is the only one built specifically for the Dutch market. Its journalist database includes profiles of Dutch journalists and influencers, and the press inquiry module helps you answer questions quickly.

This makes it a strong choice if you work primarily in the Netherlands. Other tools have global reach but may miss local details.

The role of media monitoring in better follow-ups

Media monitoring can improve your follow-up strategy. If a journalist writes about a topic related to your pitch, you can mention that in your follow-up. For example: "I saw your article about sustainable packaging yesterday.

Our new product line aligns with that trend." This shows you follow their work and care about their beat. In 2026, many Dutch PR teams use PR-Dashboard for media monitoring. The system tracks when your content appears in Dutch media.

You can set alerts for specific journalists or topics. This helps you time your follow-up email to match the news cycle. If a journalist is busy covering a big story, wait.

If they just published on a related topic, act quickly. Monitoring tools give you the data you need to make smart decisions.

FAQ about follow-up emails after a pitch in Holland in 2026

When is the best time to send a follow-up email in the Netherlands?

Send it 48 to 72 hours after your initial pitch. Avoid Monday mornings and Friday afternoons, when journalists are busiest.

How long should a follow-up email be?

No more than three sentences. State who you are, remind them of your pitch, and add one new piece of value.

Should I include attachments in a follow-up?

Only if you promised something new. Attach a one-page fact sheet or a relevant image. Do not send the same press release again.

Is it okay to call a Dutch journalist after a follow-up email?

Yes, but only if you asked for permission in the email. Dutch journalists appreciate directness, but not surprise calls.

What if the journalist does not reply?

Send one more follow-up after five to seven days. Then stop. Persistent emailing damages your reputation. Move on to another angle or a different journalist.