Key Takeaway
- Follow-up emails can boost reply rates by over 200% compared to not following up at all
- Personalised follow-ups drive significantly higher response rates than generic messages
- Most sales reps stop after just one attempt, missing significant opportunities
- Automation ensures consistency and saves time whilst maintaining personalisation
- Revenue Grid integrates follow-up best practices directly into your CRM workflow
Sales follow-up emails are crucial for B2B sales teams and revenue operations leaders managing complex pipelines. The challenge of maintaining pipeline momentum whilst ensuring consistent CRM data capture affects distributed sales teams across enterprise and financial sectors. Written communication possesses great power and can render more persuasive arguments to help your addressee make a final decision on purchasing your product or service.
Benefits of Sending Sales Follow Up Emails
Strategic follow-up emails deliver measurable results for sales teams. Research indicates that a single well-written follow-up email can boost reply rates by over 200% compared to not following up at all.
Key benefits include:
- Increased response rates: Persistent follow-up significantly improves prospect engagement
- Relationship building: Regular touchpoints strengthen connections with potential customers
- Deal progression: Follow-ups help move prospects through your sales funnel
- Competitive advantage: Most competitors stop after one attempt, giving you an edge
Revenue acceleration: Consistent follow-up leads to shorter sales cycles and higher close rates
Introduction to Sales Follow Up Emails
There are numerous questions that pester all sales reps: “How to hook contacts’ interest? When do we follow up? How do we maintain contact without being a nuisance? What vital data can we share? How to bring your idea home to the recipient without over-wording? Why aren’t they answering me?” and so on.
One of the simplest yet efficient answers to the questions above is the leveraging of highly successful email samples reused repeatedly to its fullest extent. Being equipped with handy and time-proven templates of follow up emails can beneficially influence the outcome of your sales efforts.
We’ve collected a handful of notable email templates that are worthy of your attention. Composed and tested by our inhouse sales gurus, they will help you flex your email muscles most effectively as these samples generate high open and click-through rates.
Best Practices for Writing Sales Follow Up Emails
Effective follow-up emails require strategic planning and execution. Research shows that prospects who receive emails with “advanced personalisation” see response rates around 18%, nearly double the 9% response rate for generic emails.
Follow these essential practices to maximise your follow-up success:
- Determine specific goals: Define what you want to achieve with each email
- Reference previous communication: Create context by mentioning your last interaction
- Be specific and clear: State your purpose and next steps explicitly
- Experiment with subject lines: Test different approaches to improve open rates
- Time your emails strategically: Send at optimal times for your audience
- Personalise extensively: Use specific details about the prospect’s business and challenges
- Provide value: Include relevant insights, resources, or solutions
- Include clear calls-to-action: Make it easy for prospects to respond or take the next step
Psychological Triggers for Follow-Up Success
Leverage these psychological principles to increase response rates:
- Scarcity: Create urgency by highlighting limited-time offers or availability
- Social proof: Reference similar customers’ success stories
- Reciprocity: Provide valuable insights or resources before asking for anything
- Authority: Share relevant expertise and industry knowledge
- Personal relevance: Connect your solution to their specific business challenges
Email Formatting Best Practices
- Keep emails concise (3-5 sentences for initial follow-ups)
- Use conversational language that feels natural
- Ensure mobile-friendly formatting
- Include simple questions that are easy to answer
- Focus on the prospect, not your company
Sales Follow Up Email Subject Line Examples
Your subject line determines whether your email gets opened. Research analysing email marketing data reveals that nearly 50% of email opens are determined by subject line alone.
Here are proven subject line formulas for different follow-up scenarios:
After a Meeting or Call
- “Following up on our conversation about [specific topic]”
- “Next steps for [company name]’s [specific challenge]”
- “The resources we discussed for [specific use case]”
- “Quick follow-up: [specific outcome discussed]”
After No Response
- “Should I close your file?”
- “One quick question about [specific business challenge]”
- “Is [specific goal] still a priority?”
- “Different approach for [company name]”
Value-Driven Follow-Ups
- “Thought you’d find this interesting: [specific insight]”
- “How [similar company] solved [specific challenge]”
- “Quick insight about [industry trend]”
- “5-minute solution for [specific problem]”
Event-Based Follow-Ups
- “Great meeting you at [event name]”
- “Following up on our [event] conversation”
- “The demo we discussed at [event]”
- “Continuing our [event] discussion about [topic]”
Sales Follow Up Email Templates for Common Scenarios
The main purpose of any follow up email is to receive a response from your prospect who has not replied to your previous efforts. According to some surveys, almost 50% of responses to campaigns come from follow up emails, if they are composed and employed in the most efficient way.
Learn more about guided selling strategies in our in-depth guide: What is Guided Selling?
Discover additional sales management insights: 8 sales management tools to know
Here are 7 sales follow up email templates to make your contacts respond to your email or nudge them into buying (you can surely modify these brief all-purpose examples to turn them into your own):
Use Case: Follow up email after meeting
Below you can find samples of emails you’re to write after business meetings with customers. They can be further modified and employed according to your particular situation.
- a) It was a great meeting this afternoon. Here’s a handy PDF doc you can print and send to anyone in the department. I’ve attached the full slide deck in a PowerPoint to this email. I’ve also attached the full custom SEO report on your website. Feel free to share this around the team.
- b) Thank you so much for taking the time to talk today. I really enjoyed learning more about your experience with our rivals’ products, and appreciate all the advice and tips you offered. You mentioned that your team is looking for a new decision for your problem, and I actually think our solution would be a great fit for your team. Can I show you our demo? I hope to stay in touch!
Use Case: The First Attempt (a professional approach)
Sometimes it’s advisable to break the ice in business communication with a light, professional touch. This can become a successful sales tactic and improve your prospecting process, especially with younger generations. One sample is below:
I’ve been trying to reach you for some time, but haven’t had any luck. I hope everything is well on your end and look forward to your response.
Use Case: The Second, Third, Fourth Attempts
(and so on)
Persistence is the mother of all virtues in sales industry. Never stop after the first or even the third unanswered letter or phone call. To get the valuable answer in the end, you sometimes have to spend more efforts than usual, and employ special software to streamline your workflow. Here are some email templates for such cases:
- a) I know you are busy helping your team increase productivity. I want to be sure you know you can share the material I sent your earlier with your team. Here’s the link again. I can give you some ideas on how to most efficiently increase your productivity. Do you have time for a call? Let me know what time is convenient for you. I look forward to talking with you.
- b) I am sorry we haven’t been able to connect. When we met, you were very interested in increasing your sales. Just let me know what works for you. I don’t want to be a pest, but I do want to make sure we have an opportunity to talk if you still want to fast track your sales growth.
Use Case: The Last Throw of the Dice (Break Up)
From time to time you can come across a situation when you feel you’ve reached a deadlock with that contact. Here’s an email you can write in the case:
We are in the process of closing files for the month. Typically, when I haven’t heard back from someone it either means they’re really busy or aren’t interested.
If you aren’t interested, do I have permission to close your file? If you’re still interested, what do you recommend as a next step? Thanks for your help.
Use Case: Invitation to Webinar
Useful networking can be greatly amplified during online / offline activities (specialised events, webinars, etc.). If you want to attract lots of prospects to your event, you can compose an email like this:
We’re hosting a webinar, to be of real help to our customers. It will be packed with useful hands-on tricks. You’ll be able to ask all of your pressing questions and hear the experiences of other people from the industry.
Join our CEO live on Monday, November 18 at 3PM EST: Save the date to your calendar.
Use Case: After A Voicemail (How to Get an 80% Response Rate)
Following up after leaving a voicemail can significantly increase your response rates when done correctly:
Hi [Name], I just left you a voicemail about [specific topic]. I know you’re busy, so I wanted to follow up with a quick email. [Brief value proposition or question]. Would you be available for a brief call this week to discuss? Best regards, [Your name]
Use Case: After a Conference, Trade Show, or Networking Event
To further deepen a favourable impression which you produced at some educational / networking event, you are recommended to follow up with an email sample like this:
It was great meeting you at [Event Name] yesterday. I enjoyed our conversation about [specific topic discussed]. As promised, I’m attaching the [resource/information] we discussed. I’d love to continue our conversation about how we might help [specific challenge they mentioned]. Would you be available for a brief call next week?
It’s very simple to become a follow-up email expert—all you need to do is follow our tips, use follow up email templates, and believe in yourself!
Common Mistakes to Avoid in Sales Follow Up Emails
Understanding what not to do is just as important as knowing best practices. Statistics reveal that 44% of salespeople stop following up after just one attempt, and nearly 70% of salespeople send only one email and quit.
Avoid these common pitfalls that reduce follow-up effectiveness:
Timing and Frequency Mistakes
- Giving up too early: Most sales happen after multiple touchpoints
- Following up too frequently: Overwhelming prospects with daily emails
- Poor timing: Sending emails at inappropriate times or days
- Inconsistent follow-up: Irregular communication patterns
Content and Messaging Errors
- Generic messaging: Using one-size-fits-all templates without personalisation
- Focusing on features instead of benefits: Talking about what you do rather than how you help
- Weak subject lines: Vague or misleading email subjects
- No clear call-to-action: Leaving prospects unsure of next steps
- Being too pushy: Aggressive sales language that creates resistance
Technical and Process Mistakes
- Poor email formatting: Difficult to read on mobile devices
- Broken links or attachments: Technical issues that frustrate prospects
- Lack of tracking: Not monitoring email performance and engagement
- Missing contact information: Making it difficult for prospects to respond
Relationship and Trust Issues
- Not listening to feedback: Ignoring prospect preferences or objections
- Overpromising: Making commitments you can’t keep
- Lack of value: Reaching out without providing useful information
Poor research: Demonstrating lack of knowledge about the prospect’s business
Automating Your Sales Follow Up Emails
There’s one more trick we’d like to share with you. Even the greatest email templates can bring no value if they are not used for every new prospect on a regular basis. A sporadic use of genius-like mails won’t make your ROI skyrocket. What is the way out? The answer is automation.
You can automate routine work with emails, especially if you have a CRM at your fingertips, by using tailored email templates, pre-written and pre-populated with relevant Salesforce data. This will streamline your sales and significantly improve the chances of closing with prospects and hot leads. See how it works with Revenue Engage.
How to write a follow-up email for sales?
You should start with a clear subject line that references your previous interaction. Begin the email by acknowledging your last conversation, provide value through relevant insights or resources, and end with a specific call-to-action. Keep it concise, personalised, and focused on the prospect’s needs rather than your product features.
How often should you send sales follow up emails?
You should follow up 5-7 times over several weeks, spacing emails 3-5 business days apart initially, then extending to weekly intervals. The key is persistence without being pushy—most sales require multiple touchpoints, but you must provide value in each interaction.
What should I include in a sales follow up email subject line?
You should include specific references to your previous conversation, the prospect’s company name, or a relevant business challenge. Avoid generic phrases like “checking in” and instead use action-oriented language that creates curiosity or urgency, such as “Next steps for [Company]’s [specific challenge]” or “Quick question about [specific topic].”
When is the best time to send follow-up emails?
You should send follow-up emails on Tuesday through Thursday, between 10 AM and 2 PM in the prospect’s time zone. Avoid Mondays (people are catching up) and Fridays (people are winding down). However, test different times with your specific audience to find what works best.
How long should a sales follow-up email be?
You should keep follow-up emails between 50-125 words for initial follow-ups. This typically translates to 3-5 sentences that can be quickly scanned on mobile devices. Longer emails can be appropriate when providing detailed resources or responding to specific questions.
What's the difference between a follow-up email and a cold email?
You send follow-up emails to prospects you’ve already contacted or met, building on previous interactions. Cold emails are initial outreach to prospects with no prior relationship. Follow-ups should reference past conversations and continue the dialogue, whilst cold emails focus on introducing yourself and creating initial interest.
