A well-timed and well-crafted sales follow up email can turn initial interest into a long-term customer relationship.
And fortunately, many sales professionals understand that the right follow up strategy can be just as important as the initial pitch.
An effective sales follow up email brings value to the prospect, addresses their pain points, and keeps the conversation moving. It often takes multiple steps to secure a deal, but ultimately, it can streamline the sales process and move clients through the sales funnel.
Understanding the nuances of follow up emails – like when to send them, what they should include, and how to craft compelling subject lines – is to be or not to be for keeping recipients engaged.
In this guide, we’ll walk through effective strategies, templates, and examples for writing a successful sales follow up email. Let’s begin.
Why follow up emails matter in the sales process
Following up is vital in sales, with some studies showing that it takes five or more follow ups to close a sale. Clients often have busy schedules, making it easy for them to forget about the initial contact.
However, a follow up email serves as a gentle reminder, which ensures that leads don’t lose interest. In addition, follow up emails allow sales reps to continue providing value by addressing industry pain points or clarifying product or service benefits.
Common goals of a sales follow up email
Sales follow up emails can feel like a guessing game. What works for one lead might fall flat for another.
The case is knowing what you’re aiming for.
Is it sparking a conversation? Nudging a decision? Or just staying on your prospect’s radar?
In every area, follow up email should have a clear goal, since it’s not only about sending emails anymore. It’s about sending the right ones.
Here are the common goals that make follow ups effective:
- Provide more information. Many prospects require more details about your product or service to make a decision. Offering resources, case studies, or testimonials in a follow up email can move them closer to a purchase.
- Address pain points. Sales follow up emails let you speak directly to the challenges or problems a potential customer faces. By offering solutions, you position yourself as a valuable resource.
- Establish a personal connection. Follow up emails can reinforce your commitment to helping leads find the best solution. A personalized greeting and reference to a previous conversation can create a sense of familiarity and trust.
- Encourage immediate action. An effective sales follow up email will include a clear call to action (CTA), encouraging the reader to take the next step. No matter if it’s scheduling a quick call, checking out additional resources, or providing feedback.
- Keep the conversation alive. Follow up emails are a great way to maintain engagement, even if the prospect isn’t ready to commit. A quick check-in or a friendly nudge can remind them that you’re there when they’re ready to move forward.
- Highlight unique values. Sometimes, prospects need a reminder of why your product or service stands out. Use follow ups to emphasize your unique selling points and explain how they can benefit from choosing you over the competition.
- Gather feedback. Follow messages are also a chance to learn from your leads. Ask for feedback on their experience so far or find out if they have specific concerns. This shows you’re listening and willing to adapt to their needs.
Best practices for crafting a sales follow up email
Crafting the perfect sales follow up email is kind of an art. You want to be helpful without being pushy, persistent without crossing the line. The truth is, there’s no magic formula, but there are a few tried-and-true tips that can make your emails stand out.
Thus, follow these best practices to ensure your emails resonate with future clients and drive results:
Write a compelling subject line
Your subject line is the first thing a person sees.
A compelling one increases the chances of your email being opened, while a generic one can lead to an immediate delete.
Some examples of subject lines that work well in sales follow up emails include:
“A few more ideas after our last conversation”
“Additional details on [Specific Topic]”
“Quick update on [Company Name]’s offerings”
Tips for you:
- Keep it short and direct. Aim for 6-10 words that clearly convey value or urgency.
- Focus on benefits. Highlight what the reader stands to gain, like a solution to a problem or an exclusive opportunity.
- Create curiosity. Phrases like “Quick question about [their goal]” or “Here’s a thought for [Company Name]” can encourage the recipient to open and explore further.
A little effort in your subject line can dramatically increase your chances of starting a meaningful conversation. So, make it count!
Read this article to learn about the perfect business email structure.
Start with a personalized greeting
Generic greetings like “Dear Sir/Madam” feel impersonal. Whenever possible, address every person by name.
For example, “Hi Sarah, I saw your recent post about streamlining operations – great insights!” This not only grabs their attention but also makes them feel valued and understood.
Such a simple change can make your follow up email feel warmer, which often leads to better engagement.
Reference the previous conversation or trigger event
To show the recipient that you’ve put thought into the email, mention the previous email or initial conversation.
This could be a specific point they brought up, a solution you discussed, or a trigger event that initiated contact.
For example:
“Hi [Name], I enjoyed our recent conversation about [pain point] and wanted to follow up with some additional insights on how [Product or Service] can help.”
“Dear [Name], It was great chatting at [Event Name] last week about your team’s goals.”
“Hello [Name], I noticed you checked out our guide on [Topic] – I’d love to hear your thoughts.”
When you connect your email to something the recipient already knows or cares about, you build a natural bridge that encourages them to engage.
Provide value right away
Your recipient’s time is precious, so don’t waste it. A successful follow up email delivers value right from the start.
This means focusing on how you can help, solve a problem, or offer something relevant to their needs – not just pushing your agenda.
Clients are more likely to respond if they see value immediately.
Thus, refer to:
- a helpful tip,
- a link to a blog post that aligns with their industry pain points,
- or even a follow up message that addresses common issues they face.
Think about what information might ease their decision-making process and include that in your email.
Include a clear call to action
Every sales follow up email should end with a simple yet effective call to action. This could be an invitation to schedule a call, check out a product demo, or reply with questions.
For example:
“I’d be happy to hop on a quick call to answer any questions or discuss further details. Just let me know if that works for you.”
“Would you be available for a 15-minute call next Tuesday to discuss this further?”
“Here’s a link to schedule a time that works for you.”
Avoid overwhelming the recipient with multiple requests. Stick to one actionable item per email to keep things focused.
And when your CTA is clear, concise, and relevant, it not only boosts response rates but also moves the conversation in the direction you want.
Use follow up email templates for consistency
Standardizing your follow up email process with templates (for example, from Woodpecker) can ensure your message stays consistent while also saving you time.
Here are the two follow up email templates that can guide you in crafting your messages effectively.
Follow up email template 1: After initial contact
Subject Line: “Following up on our conversation about [Product or Service]”
Body:
Hi [Name],
It was great speaking with you about [Product or Service]. I understand that [specific pain point discussed] is a priority for you, and I believe our solution can address it effectively. I’ve included a case study that might be relevant to your needs.
Would you be open to a brief call to go over any questions you have?
Best regards,
[Your Name]
Follow up email template 2: After no response
Subject Line: “Quick follow up on our recent conversation”
Body:
Hi [Name],
I hope this message finds you well. I wanted to follow up on my last email regarding [Product or Service]. I know things can get busy, so just let me know if there’s a better time to reconnect.
Looking forward to hearing from you.
Best regards,
[Your Name]
Check out this article with 25+ sales mail templates and sales introduction email templates.
Personalize with pain point
One of the most effective ways to grab attention in a follow up email is by addressing a specific pain point the recipient is facing.
When you show that you understand their challenges, it positions you as a trusted ally, not just another salesperson.
Thus, tailor your subject line or the whole message to make it relevant.
Prospective customers respond better to messages that mention a specific benefit or solve an industry pain point.
For example:
- “Struggling with [Industry Pain Point]? Here’s how we can help”
- “Quick tips to tackle [Industry Pain Point]”
Or you can even use something like: “I know managing [specific challenge] can be frustrating, especially when [related issue]. That’s why we’ve helped companies like [similar clients] tackle this with [your solution].”
The key is to be empathetic and specific. Use details from your previous conversations or research to tailor the message.
Keep it brief and informative
Nobody has time to read a lengthy email. Especially a follow up.
Keeping your message concise and to the point shows respect for your recipient’s time and increases the likelihood that they’ll actually read and respond.
Focus on the essentials: why you’re reaching out, what value you’re offering, and what action you’d like them to take. Skip the fluff and unnecessary backstory.
For example, instead of a long introduction, say, “Following up on our last conversation, I wanted to share a quick resource that addresses [specific need].”
When in doubt, shorter sentences and bullet points can help organize your thoughts and keep your email skimmable yet impactful.
Use automation for consistency in follow ups
For sales reps working with large volumes of leads, an automated follow up sequence can streamline the sales process.
By scheduling follow up emails at set intervals, you ensure consistency while freeing up time for high-priority interactions.
Tools like Woodpecker make it ridiculously easy to stay on top of things.
With features like adaptive sending, condition-based campaigns, warmups, lead finder, or inbox rotation, you can keep your outreach feeling human while saving loads of time.
It’s perfect for small teams or big businesses that want to keep their follow ups sharp and effective.
Watch your follow ups hit all the right notes.
Mistakes to avoid in sales follow ups
If sales follow ups are done right, they build relationships and close deals.
But a single misstep? It could cost you a promising lead.
Don’t worry, though – we’ve rounded up the most common pitfalls to steer clear of, so your follow messages always hit the mark.
Make sure you’re avoiding these deal-breakers.
- Overwhelming with too much information.
Resist the urge to pack every follow up email with too much data. Focus on one or two key points in each message. - Lack of personalization.
Sending generic follow ups can make the recipient feel like they’re just another email on a list. Always add personal touches to your follow up emails. - Skipping follow ups
Prospects are often busy, and they may not respond immediately. Consistent follow ups show persistence and can make a difference in closing the deal. - Not providing value
A follow up that doesn’t offer something useful—like a resource, insight, or solution—can come across as a waste of time. Always ensure your message has a clear purpose and benefits the recipient. - Poor timing
Sending follow ups too soon can feel pushy, while waiting too long can make you forgettable. Strike a balance by spacing your emails appropriately, based on the nature of your lead. - Overusing automation
While email automation saves time, relying too heavily on it can make your messages feel robotic. Balance automation with genuine, human touches to keep your follow ups engaging and relatable.
Sales follow up email examples to inspire you
Below are some practical sales follow up email examples to inspire your approach.
Example 1: After a sales call
Subject Line: “Thanks for your time! Here’s a recap of our call”
Body:
Hi [Name],
Thanks again for your time today. I’ve recapped the key points from our call and included a link to a few resources we discussed. If you have any questions or would like to dive deeper into any topic, I’d be happy to set up a follow up.
Best regards,
[Your Name]
Example 2: After a networking event
Subject Line: “Great meeting you at [Event Name]!”
Body:
Hi [Name],
It was a pleasure meeting you at [Networking Event]. I enjoyed learning more about your role and discussing how [Product or Service] might support your goals. If you’d like to discuss further, I’m here to help.
Best regards,
[Your Name]
Find out how (and why) to write a follow up email after an in-person meeting.
Example 3: After a trigger event
Subject Line: “Congrats on [Event]! Here’s how we can support your next steps”
Body:
Hi [Name],
I noticed [Company Name] recently [event, like a funding round or product launch]. Congratulations! With this new chapter, it might be the perfect time to consider how [Product or Service] could support your objectives.
Best regards,
[Your Name]
What’s the trick with these examples?
You need to find a style that feels natural for you and resonates with your audience.
Don’t overthink it – experiment, tweak, and make it your own. The perfect follow up could be the difference between a missed opportunity and a deal closed.
Myth busting: Meet common misconceptions about sales follow up emails
All right, but when it comes to crafting effective sales follow up emails, myths often lead to mistakes that can harm future deals or disrupt the sales cycle.
Below, we tackle six of the most common myths and provide insights to ensure your follow up messages are on point and engaging for potential customers.
Myth 1: The subject line isn’t that important
Reality: The subject line is crucial.
It’s often the deciding factor on whether your follow up email gets opened. Many believe they can send a follow up email without focusing on the subject line, but this leads to missed opportunities. Use email subject lines that are concise, personalized, and compelling.
Simple tweaks, like using subject line examples that resonate with your audience, can significantly increase your open rate.
Myth 2: You should always follow up immediately after the initial email
Reality: Timing matters, but sending a follow up email immediately after the initial email can appear desperate or pushy.
Instead, allow a few days or even a week before your first follow up to give the recipient time to process the information. Waiting a reasonable amount of time respects your clients’ busy schedules and can lead to more thoughtful responses.
Myth 3: The same follow up templates work for every customer
Reality: A one-size-fits-all approach to follow up templates doesn’t always work.
Prospects have unique needs, and a single approach may not address all the details that interest them. A sample email can serve as a starting point, but always personalize emails for maximum impact.
Using templates can save time, but adding a personal touch, like referencing key features of your product or service that match their pain points, shows you understand their needs.
Myth 4: A follow up email after no response means nobody is interested
Reality: Recipients often don’t respond to the initial email due to a busy schedule, not because they aren’t interested.
An email after no response serves as a simple reminder rather than a last attempt to connect. Maintaining contact with follow up messages can keep your offer top-of-mind without being intrusive. Sending a well-crafted email that politely reminds them of your previous email can make a significant difference in response rates.
Myth 5: You should only include product/service details in follow ups
Reality: Focusing too heavily on these aspects may overwhelm or deter leads.
Balancing product details with engaging content, like addressing their specific challenges or highlighting relevant success stories, can encourage recipients to connect. Provide valuable information rather than just a sales pitch.
Myth 6: Following up too often shows persistence
Reality: While persistence can be valuable in sales, sending emails too frequently can frustrate or alienate future customers.
An ideal strategy includes waiting a few weeks between emails, giving recipients space while showing consistent interest. Contact details can include subtle reminders about the value you offer rather than repeated requests for meetings.
Over time, this balanced approach can foster genuine interest rather than creating follow up fatigue.
Remember, follow up messages that combine a personalized approach, valuable information, and a tactful timeline will always yield better results.
Similarities and differences: Key aspects of crafting effective sales follow up emails
When writing a follow up email, understanding the nuances of similar strategies and tactics can improve your chances of successfully engaging a prospect.
Below, we explore five main points of comparison in the context of sales follow up emails.
Here they are.
General subject line vs. personalized subject line
Similarities:
General subject lines and personalized subject lines play a critical role. They can intrigue readers and set the tone for the entire email, signaling that the message may be worth their time.
Differences:
A general email subject line is often broader and used for larger audiences, while a personalized subject line addresses the recipient directly, adding a touch of familiarity.
Personalizing subject lines by including the recipient’s name or referencing a specific point from your last conversation can increase the open rate by making the message feel less like a mass email.
Follow up email example vs. sales email template
Similarities:
Both follow up email examples and sales email templates offer a robust structure that makes messages more engaging and consistent. They can help maintain contact with prospects and ensure a smooth communication flow.
Differences:
A follow up email example is usually a single, specific instance that demonstrates how to write a follow up email in a particular situation, such as after a sales call or when reaching out after no response.
A sales email template, on the other hand, is more generalized and used repeatedly across leads.
Mistakes in follow up emails vs. in initial sales emails
Similarities:
Errors in both follow up emails and initial sales emails can damage a sales rep’s credibility. Avoiding mistakes is essential for both types of emails to build trust and maintain contact with possible clients.
Differences:
Follow up mistakes, such as sending too many emails too quickly or neglecting to personalize, may come across as overly aggressive or impersonal.
Errors in the initial sales email, however, can set a negative first impression that’s difficult to recover from, often leading future clients to disregard follow ups.
In follow up emails, common mistakes may be corrected over time, but the initial sales email demands extra caution to make a positive, lasting impact.
Personalizing subject lines vs. personalizing email body
Similarities:
Personalizing both subject lines and email body content helps make follow up emails more engaging, increasing the chance of a response. Sales teams often personalize these elements to show attention to detail and demonstrate that they remember previous interactions.
Differences:
Personalizing subject lines focuses on grabbing attention at the outset, often with a name or reference to a past meeting.
Personalizing the email body allows for a deeper connection, where the sales rep can mention specific points related to the people’s needs, challenges, or goals.
While the subject line personalization grabs initial attention, body personalization strengthens the relationship by showing that the sales rep has done their research and truly cares about solving the prospect’s issues.
Crafting a follow up email vs. a sales email from scratch
Similarities:
Both writing a follow up email and crafting a sales email from scratch requires clear communication and a focus on the recipient’s needs. Each approach benefits from structure, strategic email subject lines, and a focus on the recipient’s challenges or interests.
Differences:
Writing a follow up email builds on an existing interaction, often referencing a previous email, meeting, or other points of contact to remind the recipient of the ongoing conversation. This requires the sales rep to maintain contact without seeming repetitive.
However, crafting a sales email from scratch involves introducing the product or service, setting the tone, and establishing a connection for the first time.
A follow up email is often more direct and specific, while an initial email takes a broader approach to introduce key benefits.
Now you see the similarities and differences between follow up messages and other elements/emails.
By refining each aspect, you can enhance email tactics and increase the chances of securing successful outcomes.
Potential case studies
Improving response rates with a targeted follow up strategy
Goal: Increase engagement with potential clients after the initial email.
Imagine a B2B software provider facing a challenge in moving clients through the sales pipeline. Their sales reps noticed that their initial email outreach was often opened, but responses were low.
To address this, they refined their follow up strategy, focusing on well-crafted sales follow up emails with a clear call to action and personalized greetings. By using follow up email templates tailored to different stages of the sales process, they created targeted follow up messages for each segment of potential customers.
One key change may be the inclusion of a relevant email subject line. Each follow up email can include a reminder of the product service benefits discussed and key points from previous conversations. Sales reps can send follow up emails three to five days after the initial email, maintaining contact with a brief, informative message.
Outcome: This strategy can increase response rates within one quarter, with many leads responding positively to the personalized approach. The enhanced follow up emails can ultimately shorten the sales cycle and improve overall sales pipeline efficiency.
Boosting conversion rates with a consistent follow up strategy
Goal: Increase conversions from prospective customers who expressed initial interest but hadn’t taken further action.
Now imagine a data solutions provider that noticed many recipients showed interest during initial outreach but stalled in moving forward with the sales process. The team realized they needed a structured follow up strategy to maintain contact and keep potential clients engaged. Using the right email templates, they implemented a sequence that balanced persistence with a respectful touch. Each follow up email contained a tailored greeting, a brief recap of previous discussions, and a subtle reminder of the product service’s top points.
A crucial addition can be refining the email subject line for each message, tailoring it to the client’s specific interest (e.g., “Checking in on [Company Name]’s data goals”). The company can also schedule follow-up messages to go out every 10 days, giving clients time to consider the product without feeling pressured.
Outcome: This consistent, client-centered follow-up approach can increase conversions, as clients may respond positively to regular, personalized touchpoints. The sales reps can use relevant email subject lines and customize content to keep the firm at the top of clients’ minds.
Case study: Re-engaging lost leads with strategic follow up emails
Goal: Re-engage potential customers who had gone quiet after the initial email contact.
Or maybe there is a digital marketing firm that found that many prospects expressed initial interest but often became unresponsive after the first sales email. After recognizing the need to re-engage these leads, the company designed a follow up strategy focused on subtle reminders and value-driven messaging. The team created specific follow up email templates that included an adjusted greeting and a simple call to action, each time highlighting a unique benefit of their product service.
One key element can be crafting a targeted email subject line, such as “Any questions about [the company specific service]?” This can help catch the attention of busy prospective clients without being intrusive. Additionally, the follow up messages can include valuable resources, like case studies and blog links, offering insights relevant to each client’s industry.
Outcome: The business can see an increase in re-engagement from previously unresponsive leads. The follow up strategy can help maintain contact and position the company as a valuable resource, ultimately boosting overall client conversion. This structured approach with tailored follow ups can transform stalled opportunities into active leads, enriching the sales pipeline.
Future implications
As technology advances, sales follow up emails will likely become more data-driven and personalized.
That’s because AI-powered tools may allow sales reps to analyze customer behavior in real-time and predict the optimal timing and messaging for follow ups even more.
This could improve engagement and tailor strategies to each client’s unique journey.
However, with personalization comes the challenge of balancing automation with genuine connection.
Prospects might grow weary of overly scripted or automated emails, making it essential for future follow ups to maintain a personal touch even as AI takes on more responsibility.
Additionally, evolving data privacy laws could impact how sales reps access and use customer insights, requiring transparency and compliance to build trust.
Thus, the future success in follow up strategies will hinge on blending human empathy with sophisticated technology.
Trend watch: Latest trends in sales follow up emails
#1 Hyper-personalization with AI
Artificial intelligence is transforming sales follow up emails by enabling hyper-personalization. AI tools analyze past interactions, behaviors, and preferences, allowing sales reps to craft follow up messages that feel tailored to each lead. This approach enhances engagement and increases the chances of a response.
#2 Predictive email timing
Predictive technology now helps sales reps identify the best time to send follow up emails. Based on data like open rates and industry benchmarks, predictive timing ensures that emails land when clients are most likely to engage, streamlining the sales process.
#3 Integration with CRM systems
Sales follow up emails are becoming more integrated with CRM platforms, allowing for automated, consistent follow ups while maintaining a personalized touch. This integration keeps sales reps organized and ensures no lead falls through the cracks, especially in complex sales pipelines.
#4 Focus on value-driven content
Today’s follow up emails emphasize providing value rather than solely pushing a sale. Including relevant resources, industry insights, and helpful tips within follow ups builds trust and positions sales reps as knowledgeable advisors, enhancing long-term relationships with potential clients instead of the wrong person.
Over to you
Crafting the perfect sales follow up email is about understanding the needs of your leads and addressing their pain points.
A well-structured follow up email that speaks directly to the reader can be a powerful tool in any sales rep’s strategy, whether it’s sent immediately after an initial contact or as part of a longer follow up sequence.
Just remember, that with the right approach, every follow up email becomes an opportunity to build trust and move the sales process forward.
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FAQ
How do you politely follow up on a sales email?
Express appreciation, restate the email’s purpose, and ask if they have any questions or need more information. Keep it concise and respectful to avoid seeming pushy.
How do you follow up after sales?
Thank the customer for their purchase, offer assistance with the product or service, and encourage them to reach out with any questions or concerns.
How do you professionally follow up on an email?
Use phrases like “I’m reaching out to follow up on my previous email” or “I wanted to check in regarding my last message.”
How to follow up a sales quote?
Politely ask if they have questions about the quote, need clarification, or would like to discuss any specific details before proceeding.
How do I ask for an update in sales?
Say, “I wanted to check if there are any updates on your end regarding our recent discussion.”
How do I write a gentle follow up email?
Begin with a friendly greeting, reference your previous message, restate your offer or assistance, and encourage a response when they’re ready.
What is an example of follow up in sales?
“Hi [Name], I wanted to follow up on our recent discussion about [Product/Service] to see if you had any questions.”
What to say instead of follow up in sales?
Use phrases like “check in,” “reconnect,” or “circle back” to convey a follow up without explicitly saying it.
How do you follow up in sales without being annoying?
Space out follow ups, keep them brief, and offer value, such as helpful information or resources relevant to their needs.
How do I politely ask for an update?
Say, “Could you please share any updates when convenient? I’d be happy to provide more details if needed.”
How do you politely follow up after no response?
Express understanding for their busy schedule, restate your offer, and kindly mention you’re available to discuss when they’re ready.
What to say instead of “just wanted to”?
Try “I’d like to” or “I’m reaching out to” for a more direct and professional tone.
How do you follow up after a sale?
Thank them for their purchase, provide resources or tips for using the product, and offer further assistance if needed.
How do you politely follow up on a quote email?
Say, “I’m following up on the quote I sent to see if you have any questions or need adjustments.”
When should you follow up in sales?
Follow up within a week of initial contact, and continue periodically, depending on the client’s response or interest level.