Follow-up emails can pump up the average response rate by at least 4%. First follow-up emails are the most effective, bringing in reply rates that are 40% higher than initial emails. Needless to say, follow-up emails are indispensable to sales activities. They can further increase the response rate when worded right and timed strategically.
While sending follow-up emails can be automated and templatized, it is crucial to avoid sounding formulaic or monotonous. Weave a little personalization or relatability into the content and context. This small effort can go a long way in making the recipient feel valued and appreciated.
Read on and see real-world examples and templates of follow-up emails.
How to Write Good Sales Follow-up Emails?
A good sales follow-up email should convey the purpose of your initial email and build upon the relationship and trust you establish with the recipient. It should be personalized in consideration of the first email’s context and call to action. It should also add value for the recipient.
An effective follow-up email should not come across as blatantly automated or auto-texted, as it can make the recipient feel like just another name on a list. Instead, its tone should be subtle and authentic, showing that you have taken the time and effort to craft a message specifically for them. This can help establish a deeper connection with the recipient, increasing the likelihood of a successful sale.
Here are a few key points to remember:
Use Effective Follow-up Email Subject Lines for Sales
A good subject line should be concise, attention-grabbing, and convey the purpose of your email. Consider using personalization tactics such as including the recipient’s name or referencing a previous conversation or interaction.
Here are some example templates of good follow-up email subject lines:
- Quick question about [topic/product/service]
- Following up on our conversation about [topic/product/service]
- [Recipient’s name], have you had a chance to review our proposal?
- Just checking in on your [specific need/challenge]
- [Product/service] demo request – next steps
- [Recipient’s name], did you receive the information you requested?
- Exciting news about [product/service] – [recipient’s name], you’re the first to know!
- [Product/service] update – [recipient’s name], you won’t want to miss this!
- [Recipient’s name], we have a special offer just for you
- [Product/service] case study – [recipient’s name], this could be you!
Include Personalization
Your follow-up email should be tailored to the recipient’s specific needs and interests. Personalize it by referencing specific details from previous conversations. Mention common interests or challenges and use their preferred name or title.
Here is a stellar example of how Twillo (a prominent communication API provider) checked all the boxes of personalization in its follow-up email to Starbucks’ key decision maker. Notice how the sender went above and beyond to describe Twilio’s potential use-cases with Starbucks.
Hi Howard,
After sending my last email, I got really excited and wanted to share some ideas I had on how Starbucks could leverage Twilio:
• Mobile app distribution – reduce friction by allowing your website visitors to download your mobile app by texting the download link to their phone. Our technology intelligently detects whether a phone is on iOS or Android OS and sends them to the right app store.
• Picture message a coupon to your customers on their birthday. Why tell them how good a frap will be when you can show them the gooey ribbons of caramel?
• New VIP service: text your order in to your local Starbucks. Get your favorite thirst quencher sooner.
• Picture message Starbucks coupons w/QR codes to your friends on special occasions.
• Leverage geo-location services to MMS special deals to customers when they are in close vicinity to a Starbucks.
The possibilities are really endless.
I’d love to chat with you further about how other companies are using us, as well as chat more about how we can help foster Starbucks’ future innovative ventures.
What’s the best way for me to get 15 minutes on your calendar?
Thanks,
Emerald
Offer Value
Your follow-up email should offer value to the recipient through additional information, insights, or special promotion. It will show you are invested in the prospect’s needs and interests.
For example, notice how, in the email sent by Groove below, the sender balances following up and providing a heads-up for additional information.
Subject: You’re in 🙂 | Plus, a quick question…
I really appreciate you joining us at Groove, and I know you’ll love it when you see how easy it is to deliver awesome, personal support to every customer.
We built Groove to help small businesses grow, and I hope that we can achieve that for you.
If you wouldn’t mind, I’d love it if you answered one quick question: why did you sign up for Groove?
I’m asking because knowing what made you sign up is really helpful for us in making sure that we’re delivering on what our users want. Just hit “reply” and let me know.
By the way, over the next couple of weeks, We’ll be sending you a few more emails to help you deliver awesome support to your customers. We’ll be sharing some tips, checking in with you and showing you how some of our customers use Groove to grow their businesses.
Thanks,
Alex – CEO, Groove
Here’s another good example follow-up email sent by Kevin Donlin:
Subject: RE: follow-up
It’s been just over 2 weeks since we met at your office, so I wanted to check in and see how things are going with your plans to roll out your new training platform this fall. If you have a chance, please let me know!
Meanwhile, with Steve Jobs in the news so much this week. I was reading this and thought of you — the attached is a copy of a book summary from my files that I hope you find helpful!
Kevin Donlin
Marketing Auther, Copywriter, Speaker
ClientCloningSystems.com
Avoid Using Canned Responses
Avoid generic responses in your follow-up emails. They come across as impersonal and insincere and may even turn off potential customers. Even if you may have to reroute around your automated email mechanisms, take the time to craft a personalized message that addresses the recipient’s specific needs and interests.
Include One or Two Calls-to-Action (CTAs)
Your follow-up email should include at least one clear CTA, prompting the recipient to take action. This can include scheduling a meeting or making a purchase. You may add another CTA if (and only if) necessary. Be careful not to overload your email with more than two CTAs because it can be overwhelming and confusing.
Other key follow-up email pointers include:
- Keeping it short and precise for easy readability
- Using names in the signature to make it look human
- Aiming high, given that your email may be circulated to higher authorities
20 Sales Follow-up Email Templates
Here are 20 free-to-use sales follow-up emails templates. We’ve taken the liberty to classify the following sales follow-up email templates based on scenarios and a few industry-specific templates.
Sales Follow-Up Email After No Response
You’ve sent out your first carefully crafted cold email. Now, you’re expecting a good response rate. But as with most emails, you find that you don’t get any response at all. Here is how you can follow up with an email after no response to your sales follow-up email.
Context: Reminding the recipient about the previous email.
Subject Line: [Recipient’s Name], are you still interested in [Product/Service]? Dear [Recipient’s Name],I hope this email finds you well. I wanted to follow up on my previous email regarding [product/service]. Since I haven’t heard from you, I take it you’re likely busy. This is just to ensure that my email didn’t get lost in your inbox. Do you have any questions or concerns about our [product/service]? I’d be happy to provide additional information that might help you make a decision. If you’re still interested in learning more about [product/service], please let me know a convenient time and date to schedule a call or meeting. I look forward to hearing back from you. Best regards, [Your Name] |
Here is a slightly edited text of the previous template that’s more centered on checking in and offering assistance rather than simply reminding the recipient.
Context: reminding and offering assistance.
I’d love to hear your thoughts on [product/service] and whether it might be a good fit for your needs. If you have any questions or if there’s anything else I can do to assist you, please don’t hesitate to let me know. |
Here are some examples of how the template can be tweaked, depending on the line of business:
- A real estate agent could tweak the email template by customizing the subject line and body to highlight specific properties or deals of interest to the recipient.
- A lawyer/law firm can change the subject line to “Need legal advice on [issue]? Follow up.” The body of the email could include information about the lawyer’s experience and how they can help with the recipient’s specific legal needs.
- “A reminder to join us in supporting [cause]” could be the subject line for a nonprofit. The body could include information about the nonprofit’s mission and how the recipient can get involved or support the cause.
Follow-Up Email After Sales Call
Even after a successful call, following up with an email is crucial to keep the momentum going. It ensures that the prospect doesn’t forget about your offering/proposition. A well-crafted follow-up email can help keep your product or service in the recipient’s mind and increase your chances of closing the sale.
Here are some relevant sales follow-up email samples that can help you go about it.
Context: Reinforcing sales points
Subject Line: [Recipient Name], thank you for your time and interest in[Product/Service] Hi [Recipient Name], It was great speaking with you earlier today about [Product/Service]. I appreciate your time and the opportunity to learn more about your [Industry/Goal] challenges. Based on our conversation, I wanted to highlight how [Product/Service] can benefit your organization. Here are a few key points we discussed: [List a few benefits] I believe that [Product/Service] could be a valuable asset in helping your organization achieve [specific goal]. Please let me know if you have any questions or if there’s anything else I can do to assist you in taking things forward. Best regards, [Your Name] |
Context: CTA/Action-oriented approach
Subject Line: Next Steps – [Product/Service] Hi [Recipient’s Name], Thank you for taking the time to speak with me today about [Product/Service]. In light of our conversation, I have a good understanding about your [Industry/Goal] challenges and how we might be able to help. I think that [Product/Service] could be a valuable asset in helping your organization achieve its goals. To move forward, I suggest that we take the following steps: Step 1: [Action 1] Step 2: [Action 2] Step 3: [Action 3] If this sounds good to you, let’s schedule another call to go over the details and discuss next steps. Please let me know if you have any questions or if there’s anything I can do to assist you. Best regards, [Your Name] |
The above templates can be tweaked according to, say, follow-up emails after sales presentations and sales meetings follow-up emails.
Sales Follow-Up Email After Proposal/Quote
Following up with an email after sending the quote or proposal is just as crucial as crafting the initial document. Here are a couple of email templates to tackle the same.
Context: Sales quote follow-up email
Subject: Hope the Quote For [product/service] Aligns With Your Expectations Hello [Prospect’s Name], I hope this email finds you well. I wanted to follow up with you regarding the [product/service] quote I sent over last week. I understand you may have some questions or concerns. I would be more than happy to address them. Our [product/service] offers [benefit 1], [benefit 2], and [benefit 3], which I believe would greatly benefit your business. Also, I wanted to let you know that we are currently offering a [discount/special offer], which is only available for a limited time. Please let me know if you have any questions or if you would like to move forward with the quote. I look forward to hearing back from you. Best regards, [Your Name] |
Context: Best Sales follow-up email after proposal
Subject: Checking in on the [product/service] proposal Dear [Prospect’s Name], I wanted to follow up with you regarding the [product/service] proposal I sent last week. Do you have any questions or concerns about the proposal? Our team has extensive experience in [industry/niche], and we are confident that we can deliver the results you’re looking for. I will be happy to answer any questions, elaborate on the next steps, or provide any additional information you may need. Thank you for considering our proposal. I look forward to hearing back from you soon. Best regards, [Your Name] |
Note: These templates can be tweaked by professionals in different industries. While a healthcare provider could mention the benefits of their services to the patient’s health and well-being, a startup could focus on how their product or service can help other startups grow. A hotel could highlight its property’s unique features and amenities and how it can provide an unforgettable experience for its guests.
Follow-up Email Offering Additional Products or Services
Sending a follow-up email after a sale is an excellent opportunity to offer additional products or services to your customers. However, it’s essential to do so in a way that doesn’t feel forced or pushy. With a relevant follow-up email, you can focus on providing value and showing how the additional product or service can enhance their overall experience.
Here are a couple of templates for both upselling and cross-selling.
Context: Cross-selling
Subject Line: Suggestions to Maximize Your Recent Purchase Dear [Customer Name], We are reaching out to thank you for choosing [Company Name] for your recent purchase of [Product/Service]. As our valued customer, we would like to offer suggestions to enhance your experience with our products/services. We have several complementary offerings that we believe would work well with your recent purchase. They include [list of products/services with brief descriptions]. If any of these products interest you, do reply to this email. We will be happy to assist you. Thank you again for choosing [Company Name]. We look forward to serving you again soon. Best regards, [Your Name] |
Context: Upselling (upgrading)
Subject Line: Expand your [Product/Service] experience with our premium features Dear [Customer Name], We hope you are enjoying the [Product/Service] you recently purchased from us. [Company Name] takes pride in providing our customers with top-quality products and services. We also offer several premium features that can take your [Product/Service] experience to the next level. These include [list of premium features with brief descriptions]. They maximize your experience with our products/services and offer additional benefits that the standard packages do not provide. If you are interested in learning more or if you have any questions, please reply to this email. We’d be happy to assist you. Thank you for choosing [Company Name]; we look forward to serving you again soon. Best regards, [Your Name] |
Sales Appointment Request Follow-up Email
After a customer has shown interest in your product or service, it’s crucial to establish a sales call or meeting to discuss their needs and how you can assist them. A follow-up email requesting a sales appointment shows you’re committed to the same. Here is a template for it.
Dear [Name], I hope this email finds you well. I wanted to follow up on our recent correspondence and express my gratitude for your interest in our products/services. We would be delighted to have the opportunity to discuss how we can help you achieve your goals. We can provide value to your business with our expertise and experience in [insert relevant areas]. Would you be available for a brief call next week to discuss this further? If so, please let me know what dates and times work best for you. [Alternatively, you can insert your calendar link so the client can book slots in your calendar upfront.] Thank you once again for considering our products/services. I look forward to hearing from you. Best regards, [Your Name] |
Follow-up Email to Check on Customer Satisfaction
Checking on customer satisfaction is crucial for building long-lasting relationships and driving sales. It leads to increased customer loyalty and repeat business. It also opens avenues for valuable feedback for improving customer experience.
Subject: Checking in on Your Experience with [company name] Hello [customer name], I wanted to reach out and thank you for choosing [company name] for your recent purchase. Your satisfaction is our top priority, and this email intends to check in and see how everything is going with your purchase. We would love to hear your feedback and constructive criticism. Please submit your feedback in the form below. It will take no more than 5 minutes of your time. (Button/link to the survey) If there is anything we can do to improve your experience, please don’t hesitate to reach out to us. Thank you again for choosing [company name]. Best regards, [Your name] |
Follow-Up Email After Sales Rejection
Rejection is part of any sales job. It doesn’t mean you should give up on a potential customer though. Following up with a polite email after rejection can help keep the door open for future opportunities and show your prospect that you value their time and consideration.
Context: Simple “thank you” follow-up email after sales rejection
Subject: Thank You For Considering [product/service] Dear [Prospect’s Name], I want to thank you for considering [product/service] and taking the time to speak with me about your needs. While I’m disappointed we couldn’t move forward, I respect your decision. We wish you all the best in your future endeavors. Should your circumstances change, I would be happy to revisit our conversation and discuss how we can help you achieve your goals. Thank you again for your time and consideration. Best regards, [Your Name] |
Context: Offering alternative solution
Subject: Alternative solution for [prospect’s pain point] Dear [Prospect’s Name], Thank you for taking the time to speak with me about [prospect’s pain point] and considering our [product/service]. I understand that our solution may not have been the right fit for your needs. As such, I wanted to offer an alternative that may interest you. [Talk about the alternative] If you’re interested, I would be happy to provide more information and help facilitate the introduction. In the meantime, please don’t hesitate to reach out with any questions or concerns. Thank you again for your time and consideration. Best regards, [Your Name] |
Context: Seeking feedback
Subject: Your feedback is valuable to us Dear [Prospect’s Name], I wanted to take a moment to thank you for considering our [product/service]. Although I’m saddened that we couldn’t move forward, I respect your decision and wish you all the best in your future endeavors. We strive to improve our offerings and customer experience. I was wondering if you could share any feedback or insights you may have on how we could have better met your needs. Your input is incredibly valuable to us. Thank you again for your time and consideration. Best regards, [Your Name] |
Follow-Up Email to Check Status Engagement
Despite multiple follow-up emails, some customers may remain unresponsive. This template can serve as a last-resort email to confirm if they should still be included in your sales pipeline.
Subject: Checking in on our engagement Hello [Customer’s Name], I hope this email finds you well. I wanted to follow up regarding our previous conversation and check if you are still interested in [product/service] from us. I understand things can get busy, and you may have been sidetracked with other priorities. That said, I wanted to check if you are still interested in exploring how [product/service] can benefit your business. If not, we completely understand and would like to thank you for your time. We will remove you from our sales pipeline and not contact you further. Please let me know. If you are still interested, we can continue the conversation about how we can serve you anytime you’d like. Best regards, [Your Name] [Company Name] |
Now that we’ve covered many generic follow-up email templates. Let’s focus on some specific use cases.
Car Sales Follow-up Email
Buying a car is a big decision and can be overwhelming for customers.
As a car salesman, sending a follow-up email can help to build trust, answer their queries, and ultimately close the deal. It comes down to making the process as smooth and stress-free as possible for the customer. Here are some follow-up email templates to facilitate your next car sales.
Context: Follow-up to purchase inquiry
Subject: Follow-Up on Your Recent Car Purchase Inquiry Dear [Customer’s Name], I hope this email finds you well. I wanted to check in regarding your recent inquiry about purchasing a car from [Dealership Name]. We are committed to providing our customers with the best possible service. I understand that purchasing a car is a big decision, and I want to ensure you have all the information you need to make an informed decision. If you have any further questions or concerns about the cars you were interested in or financing options, please do not hesitate to contact me directly. I look forward to scheduling your test drive! Best regards, [Your Name] [Dealership Name] |
Context: Follow-up on test drive
Subject: Follow-Up on Your Recent Test Drive Dear [Customer’s Name], I hope you’re doing well. I wanted to follow up with you after your recent test drive at [Dealership Name] and see if you had further questions or concerns about the [Car Make and Model] you test-drove. I understand that purchasing a vehicle is a big decision, and it’s crucial that you have all the information you need to make the right choice. If there’s anything that’s unclear or you’d like to discuss further, I’m here to help. Thank you for considering [Dealership Name] for your automotive needs.I look forward to hearing from you. Best regards, [Your Name] [Dealership Name] |
Fundraising/Pitch Deck Follow-up Email Templates For Startups
As a startup founder, getting the necessary funding can be a make-or-break situation. Following up after a fundraising pitch can show potential investors you’re serious, dedicated, and committed to your business. Here is a follow-up email template that could aid you in securing the investment you need for your startup.
Context: Fundraising/Pitch Deck follow-up
Subject: Following Up on Our Pitch Meeting Dear [Investor Name],I hope this email finds you well. I wanted to follow up on our pitch meeting from [date] and express my gratitude for your time and interest in our startup. As a reminder, our startup [startup name] is focused on [briefly describe your startup’s mission and value proposition]. We are currently seeking funding to help us [briefly describe your funding needs and plans]. I believe that [investor name]’s expertise and experience in [investor’s area of expertise] could be incredibly valuable to our company. I would be grateful for the opportunity to discuss our startup further and answer any questions you may have. Please let me know if you would like to schedule a follow-up meeting or call at your convenience. Thank you again for your time and consideration. I look forward to speaking with you soon. Best regards, [Your Name] [Startup Name] |
E-commerce Follow-up Email
Bulk follow-up emails should be part and parcel of e-commerce campaigns. Here is a generic template.
Context: Follow up to the welcome email post signing up
Subject: Welcome to [E-commerce website name] – Here are some fantastic deals for you! Dear [Customer Name],Thank you for signing up with us. We hope you’re enjoying your experience with [E-commerce website name]! Here is an exclusive welcome coupon as a token of our appreciation for you coming on board. Also, our team has put together a special collection just for our new customers, and we think you’ll love it! Check out our website today to explore our range of products and take advantage of our exclusive offers. Thank you again for choosing [E-commerce website name]. Best regards, [Your Name] [E-commerce website name] Team |
Context: Win-back follow-up email
Subject: We Miss You! Come Back For a Special Offer Dear [Customer Name], We noticed that you haven’t shopped with us in a while, and we wanted to reach out to see if everything is okay. Are you still satisfied with our products and services? Here is a special discount of [Discount Amount or Percentage] on your next purchase with us. Simply use the code [Discount Code] at checkout to redeem your offer. Please let us know if there’s anything we can do to improve your shopping experience. We hope to see you back on our website soon! Best regards, [Your Name] [Your Company] |
Context: Abandoned cart follow-up email
Subject: Get 10% off on your left-behind purchases Dear [Customer Name], We noticed that you added some items to your cart but didn’t complete your purchase. Let us know if you have any concerns about the products or the ordering process. Thank you again for considering our store, and we hope to see you soon! Best regards, [Your Name] [Your E-commerce Website] |
Note: e-commerce email templates can be tweaked in many ways, depending on the scenario. These include:
- Repeat customer follow-up email
- Post-purchase/upselling follow-up email
Why You Need Mailsuite for Sales Emails
Knowing whether your prospect has opened or read your emails is crucial to making informed decisions about how and when to send subsequent follow-up emails. This is where Mailsuite comes in. It is a powerful tool to help you track whether and when your prospect has opened your email. We provide you with valuable information to improve your email marketing strategies.
In addition, Mailsuite provides custom follow-up reminders/notifications (such as “Not Opened Reminders” and “Revival Notifications”) and integration options with other software like Zapier for those who need automatic follow-ups.
Leverage Mailsuite to up your sales email game.
Read more about follow-up emails:
How to Write Follow-Up Emails (w/Templates for Common Scenarios)
30 Follow-up Email Templates That Work and 30 Bad Examples
30 Best Follow-Up Email Subject Lines (to Get Replies!)
Set up effective Gmail follow-up emails