Sales Follow-Up Email: Types and Steps [Free Template Download]

Table of Content

• What is a Follow-Up in Sales?
• Benefits of a Polite Sales Follow-Up Email
• Types of Sales Follow-up Emails
• Steps to Write a Sales Follow-Up Email
• Avoid These Mistakes When Writing a Sales Follow-Up Email
• Conclusion
• FAQs

What is a Follow-Up in Sales?

A sales follow-up email is a message you send to your potential customer after you’ve had some kind of interaction with them, like a meeting, phone call, or email. Now this conversation could be anything regarding a new product launch, merging their business with yours or onboarding them as a fresh client. The goal of this email is to keep the conversation going and eventually close the deal. It’s a way of reminding them about you and showing them why your business could solve their problem or meet their needs.

Having a solid follow-up plan can help you make more sales, not just from new customers, but also by keeping your existing customers happy and maybe even getting referrals. While most follow-ups happen through emails or phone calls, there are other ways to reach out too. This process of keeping in touch with leads and customers is often called lead nurturing.

When you consistently follow up, it can boost your sales, get your potential customers’ attention, give you a competitive edge, and improve how well your business is doing overall. Invesp found that in 80% of cases, closing a business requires five or more follow-up calls following the initial meeting. This demonstrates that following up consistently is essential to success.

Benefits of a Polite Sales Follow-Up  Email

Keeps the Conversation Going

Sales follow-up emails can help with continuing your conversation beyond your initial exchange. Instead of letting leads go cold, you can make them recollect about your prior discussed topics and provide more value to them. For example, for following up about a phone conversation, you could send them an email with a useful guide or product demo that clarifies what you were selling and motivates them to take the next step.

Increases Conversion Chances

A timely follow-up email has the power to convert a “maybe” into a “yes.” Leads sometimes call for a little nudging to fully decide. Sending an email with a special discount or feature highlight, for example, can encourage a hesitant customer to make a purchase. It’s an easy method to increase successful deals .

Boosts Customer Retention and Referrals

Staying in touch with past clients is just as important as attracting new ones. Asking clients how they’re finding your products or performing routine check-ins makes them feel important. Sending out a sales follow-up email with advice on how to make the most of your service can encourage referrals and repeat business.

Types of Sales Follow Up Emails

LEAD NURTURING EMAILS:

Lead nurturing emails are all about slowly building a relationship with potential customers by letting them know information about your company or product in a way that is intriguing but not forceful. Such a sales follow-up email are especially important when a probable client does show enough interest but hasn’t yet taken steps to fully become a consumer. By reaching out with follow up emails in a timely manner that would show your company’s diligence to customer’s benefits and other features will slowly push the clients towards a yes. These emails are helpful because they keep you on the lead’s mind without being too pushy or ‘sales-y’. In order to increase the lead’s trust in your company, every lead nurturing email must include useful content like as case studies, product benefits, or free resources that can help solve their problems. A few types of lead nurturing emails are:

• Lead Nurturing – Email to Senior Management

• Lead Nurturing – Free Trial Sample

• Lead Nurturing – More Information About [Company Name]

• Lead Nurturing a CEO – Showing Value of Solution for [COMPANY NAME]

• Lead Nurturing – Follow Up with Case Studies/Success Stories

Here’s one free sample for a lead nurturing email-

Hi [Name],

I know how busy you must be managing your team and helping them increase [job function]. I sent you some information about [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 [PRODUCT OR SERVICE]. Feel free to share these with your staff and colleagues. I’d be very interested to hear what they think of it.

I would really like to have 30 mins of your time as I feel we can really add value to your [area of operations].

Can we book a call or a meeting?

[SIGNATURE]

NETWORKING FOLLOW-UP EMAILS:

Networking follow-up emails are sent after you meet someone at a business event, professional get-together or networking opportunity. These emails basically help solidify your relationship with them by continuing contact and making sure they don’t forget about you. These sales follow-up email are super useful after making a first impression and when you want to explore potential business together in the future. Your sales follow-up email should feel meaningful and personal by referencing your previous interaction, sharing specific details or resources, and inviting the individual to continue a conversation that would provide you both benefits. A few types of networking emails are:

• Networking – Follow Up After Meeting at Networking Event

• Networking Lead Nurturing – Follow Up After Meeting

• Networking – Providing Resources/Articles Related to Discussion

• Follow Up – [Client’s Name], We Missed You at Our Meeting

• Follow Up – [Client’s Name], Let’s Reschedule Our Missed Meeting

Here’s one free sample for a networking email-

Hi [Name],

It was great to meet you at [event or networking event]! I enjoyed our conversation about [topic you discussed], and I wanted to follow up and see if you’d be open to continuing our discussion.

I came across a resource/article that I think would be helpful based on what we talked about. I’ve attached it here—feel free to take a look. If it’s something you’d like to explore further, I’d love to set up a quick call to see how we might collaborate or assist you.

Looking forward to staying in touch!

[SIGNATURE]

NON-RESPONDING LEAD FOLLOW-UP EMAILS:

The basic goal of non-responding follow-up emails is to get in touch with leads who have stopped responding or grab their attention back to a conversation they might have forgotten. These emails act as a friendly reminder to reach out to leads who might’ve stopped responding or looked uninterested after the first message was sent. You can use these emails to figure out if your lead is still interested or if it’s time to move on. To make them feel the importance and high value of your product/service, you will need to emphasize your company’s best features and value in these emails, coupled with a clear CTA and a kind tone that conveys you’re still interested in helping. A few types of non-responding lead emails are:

• Non-Responding Lead – Follow Up with [VALUE OF PRODUCT]

• Non-Responding Lead – Not a Priority

• Non-Responding Lead – Final Attempt Before Closing Lead

• Follow Up – Are You Still Interested in Our Product/Service?

Here’s one free sample for a non-responding email-

Hi [Name],

I hope you’re doing well! I wanted to check in and see if you’re still interested in discussing how [PRODUCT OR SERVICE] can help you with [specific problem or challenge].

I understand you may have been busy, but I’d love to reconnect and answer any questions you might have. We’re seeing great results with companies like yours, and I believe we could help you achieve [specific result].

Let me know if you’d like to set up a time to chat.

Best regards,
[SIGNATURE]

PRESALES FOLLOW-UP EMAILS:

Presales emails go after leads who are still quite in the early stages of considering a purchase but are not yet ready to buy. They come in handy in the decision-making process by replying to queries while providing further information. In order to gently convince the lead to take additional action, such as setting up a follow-up meeting or evaluating the product, pre-sales emails should provide useful information, such as product features, answers to their queries, or next steps. Also, it’s a fantastic chance to draw attention to how your product solves their unique demands and problem spots, pitching it as the perfect answer to help them trust you and get closer to making a purchase. A few types of pre-sales emails are:

• Presales – Can You Lead Me to the Person in Charge of [PRODUCT]?

• Presales – Email to Senior Management About Solving [PAIN POINT]

• Presales – Follow Up After Meeting

• Presales – Follow Up for Meeting After Phone Call

• Presales – Simple Follow Up

• Presales – What Do You Think?

Here’s one free sample for a pre-sales email-

Hi [Name],

Thanks again for taking the time to speak with me about [PRODUCT OR SERVICE]. I wanted to follow up on our conversation and provide some additional information that may help you make your decision.

If there are any concerns or questions you’d like addressed, feel free to reach out. I’m happy to schedule a quick call to go over anything. I believe [PRODUCT OR SERVICE] can truly make an impact in [specific area of their business].

Looking forward to hearing from you.

Best regards,
[SIGNATURE]

RE-ENGAGEMENT FOLLOW-UP EMAILS:

Emails designed to re-engage inactive leads are sent to those who have stopped responding or showing interest. When you have something new to offer, such as a product update or feature that can help them with an issue, these emails are helpful for bringing leads back into the fold. A feature update, tailored recommendations, or a fresh offer that answers their prior complaints and gives them to reevaluate your product should all be included in these emails. Re-engagement emails might also request input from leads, asking them to explain their disengagement, which can help you better understand their needs moving forward. A few types of re-engagement emails are:

• Re-Engagement – New Feature to Solve [PAIN POINT]

• Re-Engagement – Suggestion to Solve [PAIN POINT]

• Re-Engagement _ Networking – Tool to Help with [PAIN POINT] After Networking Event

• Re-Engagement for SaaS – Lead Was a Previous User

Here’s one free sample for a re-engagement email-

Hi [Name],

It’s been a while since we last connected, and I wanted to reach out to see how things are going. We’ve recently added a new feature to [PRODUCT OR SERVICE] that I believe could be a game-changer for you, especially in terms of [specific pain point].

If you’d be interested, I’d love to show you how this new update can benefit your business. Let me know if you’d like a demo or a quick chat to discuss it further.

Hope to hear from you soon!

Best,
[SIGNATURE]

SALES FOLLOW-UP EMAILS:

Sales follow-up emails are more direct than other types, which can be more involved with nurturing leads or re-engaging dormant prospects. They are more about reinforcing the lead’s trust in selecting you than they are about reintroducing your offering. To put it simply, they act as a  final nudge, telling the lead why your product is the greatest way to solve their issue and keeping your business front of mind throughout the decision-making process. A few types of sales follow-up emails are:

• Sales – After Meeting Adding Value

• Sales – After Meeting

• Sales – Follow Up to Help with [PAIN POINT] by [OFFER]

• Sales – Get More [BENEFITS]

• Sales – Ideas to Tackle [ISSUE OF LEAD]

• Sales – More Information About [Company Name]

• Sales – Providing More Information

• Sales – Reply with Info Requested

• Sales – Simple Follow Up

• Follow Up – Benefits of Our Product/Service

• Follow Up – Chance to Increase Productivity

• Follow Up – Opportunity to Automate Your Processes

• Follow Up – Opportunity to Improve Your Business

• Follow Up – Chance to Optimize Your Resources

• Follow Up – Improve Customer Satisfaction

• Follow Up – Need Your Input on [Product/Service]

• Follow Up – Opportunity to Boost Your Sales

• Follow Up – Opportunity to Streamline Your Operations

• Follow Up – Urgent Follow-Up Regarding [Project/Order]

• Follow Up – Chance to Improve Your Workflow

Here’s one free sample for a sales follow-up email-

Hi [Name],

I hope our meeting about [PRODUCT OR SERVICE] was helpful. I wanted to follow up and provide a few more details about how we can help with [specific pain point]. I’ve attached some additional information about [specific feature or benefit] that I think will resonate with your needs.

If you have any questions or want to explore further, I’d be happy to set up another call or meeting to dive deeper into how we can support your goals.

Looking forward to your thoughts!

Best regards,
[SIGNATURE]

Steps to Write a Follow-Up Email

Now that you have your basics clear, let’s go ahead

Using the steps I’ve outlined below will guarantee that you write a considerate and non-threatening follow-up email. These are the types of emails that get people to respond. Your open rates and conversions will both increase as a direct result of this.

• Write a truthful subject line.

It’s come to my notice that the subject line of an email is the first thing a person will notice when they are scanning through their inbox. This will determine whether or not they open your message.

Your cold emails won’t draw the attention of the recipient if you don’t use compelling subject lines for your follow-up messages. It is impossible to place enough emphasis on the significance of a subject line for follow-up emails.

Increase your chances of receiving a response from the recipient of your email by using language that is designed to evoke strong emotions and by personalizing the subject line. Be sure to adapt them to your particular company and target audience, and don’t forget to conduct A/B testing on a variety of versions to determine which ones work best for you.

• Start with a reminder in your follow-up email.

Follow-up emails or even reminder emails may seem intimidating to write, but remember to not sound too demanding or pushy. In the very first line of the email, you should explain that this letter is a follow-up to an earlier one that you had already sent and give some background information at the same time.

When sending a reminder email, make sure to be kind, professional, and convincing while yet putting your message across in a manner that is not unpleasant. The recipient of the email should be completely aware of everything that is expected of them at the end.

• Ask one clear question

Even if the initial email had more than just request, Consider increasing the depth of the request or making it smaller may improve the likelihood that the recipient would respond. I have always approached this part with sheer caution as complicating this could take your email straight to trash. Being straightforward with your ask will surely beneficial.

Never make the mistake of forcing your prospect to look for the mail you’ve sent before this.  It is best to respond to all recipients of your email and then delete yourself off from the list of recipients so that the other person can get all of the necessary context.

• Tell them why you’re emailing them.

From the first look of your email it should be clear what your intention to contact them is. Keeping it vague never helps.

Continue on to provide an explanation for the reason behind your follow-up email in a tone that is both straight and brief. Make it clear to the recipient what you want from them. Remind them of this if it hasn’t changed since the last time you emailed them.

• Add a “Call to Action.”

Your email has the potential to stand out from the crowd and deliver the results you want if you include a call-to-action that is clear and compelling. Calls to action in effective sales emails tend to have these characteristics:  Obvious. Unique. Crystal clear. Easy

Your contacts will have the impression that you are not wasting their time. They will comprehend the reason that you are requesting their attention. As a result, you will have a greater chance of receiving the information or response that you are seeking from them. The success of a sales email can be measured by how effectively the call to action is implemented.

Avoid These Mistakes When Writing a Follow-Up Email

• Writing the words “sales follow up email” right in the message’s subject line or anywhere else

You can boost the likelihood of getting a response from your receiver by writing an effective subject line for your follow-up email. This can assist pique their curiosity and get them thinking about responding to you. It also gives you the chance to address their requirements and satisfy their requirements. But if you mention your intention of sending the email as “follow-up”, then it’s probably not going to give you the results you wish for.

Example:

Writing “Sales Follow-Up” in the subject line makes the receiver aware that you’re attempting to close a deal right away, which lowers interest and engagement. Use few words around the topic of the conversation like “Your Proposal Feedback” or something more interesting to keep their attention instead.

• Waiting too long to follow up with the recipient

As I’ve mentioned above, there is a time period for sending a follow-up. The common span according to me is about 1-3 days. Being too anxious and spamming your prospect will only bad for you. Even being too laid back could make your prospect forget about the prior email.

Example: 

After sending a proposal, you receive no response for two weeks. It’s possible that by then the recipient has forgotten the information or chosen a different course of action. A prompt follow-up within two to three days maintains the dialogue going.

• Not personalizing your follow-up email

No one likes a robot. Especially when your prospect is contributing their precious time to read or respond to your message. Personalization of email is something that only around half of all firms really do, despite the fact that it should be used by all of them. In addition, personalization enables you to improve the effectiveness of your lead nurturing initiatives by providing leads with material that assists them in overcoming the challenges they face and accomplishing the objectives they have set for themselves.

Establishing a relationship with your prospect through a personalized follow-up email is necessary. Pre-made, editable sales materials, such as customized follow-up email templates, are available with tools like Smart Sales Kit. With more than 3000+ sales documents, including super effective sales follow up emails at your disposal, Smart Sales Kit helps you in crafting polished, customized emails that connect with your clients while helping with efficient lead nurturing and deal closure.

Example: 

An email with a subject line like “Just checking in on the proposal” is not engaging to the recipient. Say “Hello [Name],” to add a personal touch. Then continue ahead with ” I see that you were looking for help with X. How can I help you further?”.

• Hiding key elements

The most effective marketing emails are those that put the consumer and their requirements. That requires customizing the entire message, from the subject line to the call to action, with the recipient’s name and information. Every marketing and sales email needs to contain an offer, a request, engagement, and relevant content.

Example: 

Someone who reads of your follow-up email is left wondering what to do next because you haven’t provided them with clear instructions. Don’t forget to include a call to action, such as “Let’s arrange a 15-minute call to wrap up the deal.”

• Sending your follow-up email at the wrong time

Is there really a wrong time you may ask? Well, yes and no. According to my knowledge there is one particular hour of the day marked red for a sales follow up. But with research that includes sending a bunch of follow ups at different hours of the day, you can note down the peak time to get replies from your leads.

It is not desirable for your follow-up email to remain in the inbox of your client for an extended period of time, awaiting reading and a response. Sending out emails at an unsuitable time will cause a significant increase in the number of unread emails. But you can convert prospects into paying customers and first-time purchasers into repeat customers if you deliver them at the correct time.

Example: 

It is ineffective to send your follow-up email on a Friday night when it will probably get lost over the weekend. Sending follow-ups between 10 AM and 2 PM on a weekday typically yields greater response rates.

• Getting too technical

When you have just a few words and a few minutes to catch your prospects attention, you don’t want them to be confused midway. Instead of using too many jargons or technicality that will push them away, I suggest you go ahead with simplicity.

Example:

Jargon-heavy language like “Q4 ROI projections” in your follow-up email could overwhelm or completely confuse your prospect. Say something straightforward instead, like, “We think this solution will increase your profits in the next quarter.”

Conclusion

One of the most challenging duties is to compose a follow-up email in a way that prompts a reaction from a potential customer. In this post, I have made an effort to address every possible situation that may arise with regard to your company.

Head on over to the official website of Smart Sales Kit if you are interested in learning more about such a helpful sales document. There, you will find information on how you can get your hands on their 3000+ Sales Documents to take your sales performance to the next level.

FAQs