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How to write a response worthy follow-up email (with 15 templates)

Sales Follow Up Email Templates
What is a follow-up email?
15 sales follow-up email templates
Use case: Confirming details of value-based pricing
Use case: Following a trigger event
Use case: A prospect needs to consult with colleagues
Use case: After meeting at a trade show, networking event or conference
Use case: Immediately after leaving a voicemail
Use case: Mistaken identity
Use case: Following up the follow-up
Use case: Offering a free sample, test, or demo
Use case: To push your features and USPs
Use case: The final try
Why do you need follow-up emails?
How to boost engagement with a better follow-up process
Six follow-up mistakes to avoid
Optimize your follow-up emails for better response rates
Final thoughts

Email is one of the most convenient and logical ways to follow up with prospects after your first contact. This is where you start turning prospects into leads and leads into clients.

However, prospective customers’ inboxes are filled with emails, so how do you prevent yours from disappearing?

We’ve compiled 15 of the best follow-up email samples you can use to cover almost any sales situation. They cover everything from how to follow up on a successful demo to how to write a follow-up email after no response. We also offer advice on when to send these follow-up templates and how to tweak, adapt and learn from email check-ins to increase your conversions.

What is a follow-up email?

A follow-up email is an email you send to someone you’ve contacted before. Unlike a cold outreach message, with a follow-up you already have a relationship with the email recipient.

Sales teams send these emails at significant points in the sales funnel to gather information, remind the recipient of an action to take, or simply continue the customer journey. A polite follow-up email can help you build trust and close deals faster.

A good follow-up email for sales may be transactional (an email sent to an individual recipient to complete a transaction). These types of messages are often informational and don’t contain a direct marketing message. For example, a transactional post-purchase follow-up email may contain details about price or shipping.

Many sales follow-up emails are commercial. These are emails that include a marketing message. Their main purpose is to promote awareness and engagement or to make a sale.

Whatever the nature of the message, a polite follow-up email can help you build trust and close deals faster.

15 sales follow-up email templates

Here are 15 follow-up email templates (divided up by use case) to help you engage prospects and keep them moving through the sales funnel.

Use case: After the initial meeting

You met with the prospect and went through your sales pitch. You had a great meeting and left feeling confident that you initiated a deal. Three days later, however, you still haven’t had a response.

This is the classic “gentle reminder” or “touching base” email. The key here is to move the last conversation forward and provide a concrete reason for a response. Use one of these sales follow-up email templates to show prospects why they should buy from you.

1. Email subject line: Are you ready for a follow-up?

Hi [insert name],

Thanks for your time recently. It was great to chat, and I’d love to know how you’d like to move the conversation forward.

If you’re still interested, please suggest the next step.

I look forward to hearing from you.

[Insert signature]

2. Email subject line: Good news! I have the info you requested

Hi [insert name],

Thank you for speaking with me on [day].

I’ve checked with our [accounting department/my boss/our warehouse]. They’d be more than happy to arrange [insert special request].

Please let me know how you’d like to proceed.

[Insert signature]

Use case: Confirming details of value-based pricing

When you’re selling a product or service that requires a bespoke proposal or price, you’ll need to follow up after the initial meeting. This is your chance to sell your services (again) and reiterate the pricing options.

Here’s an email template you can use in this situation.

3. Email subject line: Here’s the pricing information you requested

Hi [insert name],

Thanks for chatting with me earlier today. I really enjoyed learning more about you and [insert their company].

I promised you some more information about our pricing, and here it is – please see attached.

Let me know when you’ve had a chance to look at this information. I’d be happy to answer any questions you have. Feel free to drop me an email or give me a call at [insert your phone number] any time.

[Insert signature]

Use case: Following a trigger event

If your analytics show that a prospect opened an email, clicked on a link and visited your site, you need to strike while the lead is hot and give them a clear call to action. That way, you’ve got a better chance of moving them through your sales funnel.

Take a look at these templates for some inspiration.

4. Email subject line: Do you want more information?

Hi [insert name],

Thanks for taking a look at my previous email and browsing our website!

Have you given any additional thought to my proposal? I’d be happy to do a quick recap over the phone or via email to answer any questions.

When would suit you for a quick conversation?

[Insert signature]

5. Email subject line: I see you’re interested in [company name]

Hi [insert name],

Thanks for visiting our website! Do you have any questions about our [insert product or service]?

Let me know if you’d like to have a chat and I can take you through my plan on how we could work together.

I look forward to hearing from you.

[Insert signature]

Use case: A prospect needs to consult with colleagues

In some cases, the person you met with initially isn’t always the final decision-maker. This means they need to go away and consult with colleagues and/or members of higher management.

Here’s a template for this case.

6. Email subject line: Do you (or your colleagues) need more information?

Hi [insert name],

Thanks for taking the time to hear me out on [insert date]. I’m really excited about the potential of working together.

You mentioned that you’d need to consult with [insert person] before making a decision. Did they have any questions about the proposal?

Let me know when you have some time to chat and I can answer any questions you have.

[Insert Signature]

Use case: After meeting at a trade show, networking event or conference

Trade shows and conferences are great places to network and gather leads. If you pick your events correctly, you’re most likely hitting your target market right in the sweet spot.

They’ve entrusted you with their contact details and shown an interest in your product or service, so you can now send a follow-up email. This initial email is a great opportunity to give them some more information and background on your product or service.

Here’s an example of how to craft this email.

7. Email subject line: Following up from [insert event name] – here’s the information I promised!

Hi [insert name],

It was great to meet you at [insert event name], what a great show!

Thanks for showing interest in [company]. I’m sure improving your [objective] is one of your company’s main priorities, so I thought it would be great to contact you sooner rather than later.

As discussed, here’s [insert information] for you to review. If you’d like any additional information, or if you have any questions, I’d be more than happy to have a quick chat over the phone.

Just let me know when it works best for you.

[Insert signature]

Use case: Immediately after leaving a voicemail

If you try to get a hold of a lead but don’t have any luck, you’ll probably leave a voicemail. In this scenario, it’s always a good idea to also follow up with an email.

A voicemail followed by an email gives the prospect an extra nudge. It shows that you’re committed to getting their attention and puts you at the forefront of their mind.

Take a look at this example to see how to craft a cold email for this situation.

8. Email subject line: I just tried to call you

Hi [insert name],

I tried calling you but it looks like you’re busy – I know how it goes!

I left a voicemail, but it would be great to catch up soon. I’ll try and call again next week, or you can give me a call back on [insert number] whenever it suits you.

I look forward to hearing from you.

[Insert signature]

Use case: Mistaken identity

Finding the right person to talk to is half the battle when it comes to sales.

If you’re talking to the wrong person, it’s important to find out sooner rather than later. That way, you can spend more time focusing on converting the decision-maker.

Take a look at this email template to see how to ask a prospect if they’re the right contact (and who you should be talking to if they’re not).

9. Email subject line: Can you point me in the right direction?

Hi [insert name],

I sent you an email a few days ago about [company or product]. It was only after sending it that it struck me: am I barking up the wrong tree?

My company offers [insert service or product] which I think would be a perfect fit for [insert company].

Are you the right person to speak to about this? If not, could you point me in the right direction?

I look forward to your response,

[Insert signature]

Use case: Following up the follow-up

What about how to follow up on an email? If you’ve already sent a follow-up email but haven’t heard back, it’s time to follow up again.

Sending a curious or informational follow-up email after no response to your original email can keep a lead moving through the pipeline.

Here are a couple of templates to help you tread the line between being pushy and gently nudging the prospect in the right direction.

10. Email subject line: A few things you may not know about [company name]

Hi [insert name],

I sent you an email a while ago about [insert company name] and how I think we could be a great fit for [insert company name].

Did you know that our clients report [insert statistic] when they use our [insert product/service]? We also offer [insert feature] and [insert feature].

If you’d like to hear about this in more detail, please let me know. I would happily jump on a call to answer any questions.

I look forward to your response,

[Insert Signature]

11. Email subject line: Still hoping to connect with you

Hi [insert name],

I’m sorry we haven’t been able to connect. The last time we spoke, you seemed very interested in [objective of product or service].

I realize that you’re incredibly busy, so I’m happy to schedule a call with you at any time – even if it falls outside regular office hours.

I hope to hear from you soon,

[Insert signature]

Use case: Offering a free sample, test, or demo

To hook your prospects further into the sales funnel, you might want to offer a free trial of our product or service.

This template is a great example of how to offer prospects a trial of your product or service.

12. Email subject line: A gift for you and your company

Hi [insert name],

I know how busy you must be managing your team and helping them [insert job function]. I sent you some information about [insert product or service] a while ago and I thought this might be a good time to give you a practical demonstration.

I’ve [created/attached] a few [guest logins/free samples/vouchers] that you can use to [access/sample] our [product or service]. Feel free to share these with your staff and colleagues and let me know what you think!

If you have any questions, let’s hop on a quick call to talk it through. I feel we can really add value to your [area of operations], so it would be good to talk soon.

[Insert signature]

Use case: To push your features and USPs

To show prospects what they’re missing, use a follow-up email to promote your key features and unique selling propositions (USPs) by sharing relevant content from your company. This informational follow-up email template is a good way to promote your services without seeming too boastful.

13. Email subject line: [Content title, e.g. “10 ways Pipedrive boosts your bottom line”]

Hi [insert name],

When we met recently, it was clear that you’re very interested in [insert relevant feature or subject].

When I saw that our [insert team] had put together [insert blog or article name plus hyperlink] I immediately thought of you.

If you don’t have time to read the whole thing, here are the bullet points:

[Insert brief list of key points]

I’d really like to hear your thoughts on this and discuss how we can help you achieve [insert objective].

Could I give you a call sometime? Let me know when would be convenient.

[Insert signature]

Use case: The final try

If you’ve followed up multiple times and you’re still not getting a response, you might have to end the prospect’s journey. As a result, you’ll have more time to focus on quality leads that are more likely to make a purchase.

And sometimes, the best way to get a response is to tell them you’re leaving. Sprinkle a little humor on top and you just might tear down their walls and get a response.

Here are a couple of templates you can try if you find yourself in this situation.

14. Email subject line: It’s really lonely out here

Hi [insert name],

I’ve tried to get in contact with you over the last few months without success, which leaves me thinking that:

You’re not interested. That’s okay, I won’t take it personally.

The timing is wrong. This happens. I’ll happily get back to you in a few weeks or months if that works for you. Just let me know.

You’ve been abducted by aliens. Please let them know that I’d really like to have you back on earth so we can have a quick chat over the phone.

I won’t contact you again unless you ask me to. Feel free to keep my info on file if you ever need [insert service].

[Insert signature]

15. Email subject line: Can I close your file?

Hi [insert name],

My boss has asked me to clear out my sales pipeline. I haven’t heard from you in a while, so I thought I should let you know that your name is on my delete list (sorry).

If you aren’t interested, I’ll go ahead and close your file.

But if you are interested, shoot me a quick email or give me a call to get the ball rolling.

Thanks for your help.

[Insert signature]

Why do you need follow-up emails?

Now that we’ve shared our sales follow-up email templates and some tips on how to send follow-up emails, let’s look at why you need to send them in the first place.

All salespeople love a hot lead, the kind that buys immediately and takes the least amount of effort. But hot leads will always be a small percentage of your total number of prospects.

According to our State of Sales Report 2020-2021, 55% of reps report spending the majority of their day selling, followed closely by prospecting and lead qualification. That wouldn’t be the case if the majority of leads were qualified, hot and ready to commit.

This is where follow-up emails come into play.

An email follow-up (or email marketing) is a great tool for nurturing your warm or cool leads through the sales funnel. It helps you build relationships with prospects, improve your brand perception and encourage potential customers to convert.

How to boost engagement with a better follow-up process

Before writing your first follow-up email, you’ll need a solid follow-up process in place.

Here, we’ll cover five essential steps your follow-up process must include. Then, we’ll take a look at mistakes to avoid along with ways to optimize your process.

1. Understand the customer journey

Start by understanding how customers move through the buying journey and interact with your business. This will inform the content you include and when you send the emails (more on this later).

For example, you don’t want to send an intro email to a lead that’s almost ready to buy. Instead, you want to send an email that’ll tip them over the edge to make a purchase.

Understanding the customer journey will help you create relevant and personalized emails that reach prospects at the right time.

If you’re not sure how to identify the customer journey, here are some steps you can take:

  • Create a buyer persona. A buyer persona is a fictional character that represents your ideal customer. It outlines their demographics, personality traits, goals, pain points and challenges. A persona helps you understand what your ideal customer wants and how they want to interact with your business.

  • Review past customer interactions. Get a clear picture of how your customers engage with your business by looking back. Do prospects engage with you on social media? Do they open all your emails? Do they keep revisiting your website?

2. Identify where the follow-up fits into your sales pipeline

In addition to the customer journey, you also need to understand the stages of your sales pipeline. The way you follow up with prospects and leads depends on where they are in the sales pipeline (also known as the purchasing funnel). You’ll need a follow-up email sequence at each stage.

A typical sales pipeline can be broken down into the following steps:

  1. Lead acquisition: This is when a lead first submits a form or takes the first action to find out more about your product or service. Here, you must respond quickly with a welcome email to strike while their motivation is hot. You’ll also need to follow up if they don’t confirm an appointment or next steps.

  2. Lead qualification: Qualification is when you decide which actions indicate that the customer is moving through the sales pipeline. For example, if a customer has already requested a demo, you know they’re further along the pipeline than someone who’s signed up for an email newsletter.

  3. Lead prioritization: The information you have on the prospect, as well as any actions they take, will help you prioritize the leads that are more likely to convert. For example, if a lead visits your pricing page and your features page more than once, you’ll want to flag them as high priority. You can segment your audience and offer an email follow-up sequence that’s relevant to their customer journey.

  4. Host a demo or meeting. After the initial conversation, you’ll want to schedule a presentation or a pitch. You’ll also need to consider who you’re presenting to. For example, a senior decision-maker will need more strategic insights, while more “tactical” roles value technical specs. Be sure to send a follow-up email immediately after the call, which keeps you at the top of a prospect’s mind (and inbox) until your next call.

  5. Negotiate and make a commitment. This stage involves discussing pricing, services and contracts with the lead. Follow up with relevant emails to manage expectations and solidify commitments.

  6. Close the deal. Finally, the deal is won and the sale is made.

If you receive a flat-out “no” throughout any of these stages, the game’s not over yet. You can continue to follow up with leads in the hope of converting them in the long run (within reason – you don’t want to irritate them).

3. Plan when to send your follow-up messages

Good follow-up emails rely on timing. Knowing the right amount of time to wait, what time of day and which days of the week to send your follow-up emails will help you generate a more generous response rate.

The perfect day and time to send follow-up emails varies from industry to industry. The best place to look? Your own CRM.

Look at which emails generate the best open rates and reply rates. Analyze when they were sent and use this to plan the timing around your follow-up process. If you don’t have access to past data, take a look at third-party data or conduct your own A/B testing to see what works for your subscribers.

4. Craft engaging (and relevant) subject lines

An engaging subject line can be the difference between a lead opening your email or sending it straight to the trash.

Here are some best practices for creating a compelling subject line for your target audience:

  • Review past open, click and engagement rates to see what works. Take a look at how prospects and leads have engaged with your past subject lines. Do shorter subject lines get more engagement? Does using punctuation increase clicks? Identify the trends and use these insights to inform your subject lines going forward.

  • Do some A/B testing to try out new options. Use different subject line examples to see which formatting works best for your audience.

  • Segment your audience so you can personalize subject lines. Follow-up email subject lines should align with the audience segment and their stage in the buyer journey. Keep your audience in mind when writing your subject line. If they don’t resonate with it, they might not click.

5. Track results

To measure the success of your follow-up emails, you need to set goals.

If things aren’t going to plan, you can return to the drawing board and change the way you’re doing things. If things are going well, you can hone in on this and spread it across the rest of your follow-up emails.

To effectively track and manage your email marketing goals, take a look at Pipedrive’semail analytics and reporting features. With our software, you can set goals and track progress in real-time. Create reports, access unique insights and use this information to inform your future follow-up emails.

Six follow-up mistakes to avoid

Developing a consistent follow-up process puts you in a good position to help your prospects through the customer journey. But there are several challenges you need to avoid to prevent the common cracks that your leads can slip through.

Out of all the follow-up mistakes that sales reps make, here are the six that tend to catch sales teams out most often:

  1. Not following up quickly. The longer you take to follow up with leads and prospects, the less chance you’ll have of getting a response. Put systems in place (like email automation) to ensure you’re responding as quickly as possible.

  2. Not focusing on the company as a whole. If you’re targeting large organizations, your email follow-ups need to engage with multiple people. Always find out as much information as you can about all the decision-makers in the buying process to target your emails accordingly.

  3. Not following up often enough. A study by the Rain Group found that it takes eight touchpoints to get a prospect to conversion. Consistent contact is essential, so make sure that you’re following up enough to encourage leads to make a purchase.

  4. Following up too often. While it’s important to follow up regularly, you also don’t bombard your audience with a constant flow of emails. It needs to be just the right amount, at just the right time.

  5. Not using preferred channels. Not all leads want to be contacted by email. Some prefer a phone call or face-to-face communication. To effectively nurture leads through to conversion, find out the best way to reach them. If they’ve already purchased from you, all you need to do is to follow up with customers on the channel you used previously.

  6. Not tracking your metrics. Without measuring your sales performance, you won’t know if what you’re doing is working. Use a CRM to measure the open and response rates of each of your emails to see how they perform.

Optimize your follow-up emails for better response rates

When you optimize your emails, you’re more likely to see a more generous response rate (and thus conversions) from your follow-up efforts.

But how exactly can you optimize your emails to boost engagement?

Consider these tips:

  1. Begin with value selling: As soon as a new lead enters your pipeline, it’s tempting to jump right to the pitch. Instead, add as much value as possible up front. New leads are unlikely to trust you at first, and by guiding them and acting like an advisor, you’re more likely to build the trust crucial to closing the deal.

  2. Use data and insights: Back up claims with valid data, third-party statistics and anecdotes from industry thought-leaders. Leverage social proof like testimonials and case studies, showcasing the results you’ve generated for clients just like your prospect.

  3. Use automation effectively: Poor use of email automation can make your emails come across as careless and robotic. For automation to be effective, you need to use it with personalization. With Pipedrive CRM, for example, you can use automation to send personalized emails whenever a lead reaches a certain stage of the pipeline.

  4. Be clear about your product or service: Use concise copy to describe what your product or service involves. Avoid complex jargon and use words and phrases that clearly outline what you do and why the lead should buy from you.

  5. Create visually appealing emails. If your email is poorly designed or unstructured, chances are your audience won’t keep reading to see what it’s about. Structure it effectively and professionally. Make use of white space, add a clear CTA and don’t overcrowd the email.

Final thoughts

The best follow-up emails – commercial or informational – boost sales and build relationships. By now you have a clear idea of what follow-up emails are, why they’re important and how to create your own follow-up sequence to nurture and segment your prospects and leads. The next step is determining how to effectively manage your follow-up emails (and all of your email marketing efforts).

Pipedrive’s email marketing software allows you to seamlessly manage email campaigns. Create beautifully crafted emails, track clicks and open rates in real time and use our dashboards to review key information at a glance. Try Pipedrive for free today.

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