18 sales follow-up email templates to effectively nurture your leads

In the sales world, your follow-up email is more than just a message—it's a pivotal tool that can make or break a potential deal. Let's face it: we all wish for that perfect pitch email, one so compelling that it guarantees an instant sale. 

The reality, however, is often less straightforward. Most salespeople experience a response rate to their initial emails that is less than ideal, with only a small fraction actually leading to meaningful engagement. This is where the power of a well-crafted sales follow-up email comes into play.

In this competitive environment, where the average sales email open rate hovers around 23.9%, mastering the art of follow-up is crucial. It's about understanding that your first email is just the opening act, a stepping stone in your journey towards a successful sale. The real magic often happens in the follow-up.

But here's the catch—sending a follow-up email is one thing—crafting one that grabs attention and elicits a response is another. It's not just about persistence—it's about strategy. A well-timed, thoughtfully written follow-up can significantly elevate your chances of getting a response and closing the deal.

So, how do you elevate your follow-up emails from good to great? How do you ensure they stand out in a crowded inbox? It starts with understanding the nuances of what makes a follow-up email effective. That's precisely what we aim to provide here—a collection of proven sales follow-up email templates ready to use and tailored for various sales scenarios. 

Let's dive in and transform your follow-up emails into deal-closing masterpieces.

What is a sales follow-up email?

A sales follow-up email is your second chance to make a first impression. Think of it as a strategic nudge, a gentle reminder that keeps the conversation going between you and a potential customer. 

It's the bridge that connects the initial contact with a hopeful transaction. 

A sales follow-up email is a professional, tactful, and timely approach to re-engaging a prospect, addressing their needs, resolving doubts, or simply keeping your offer in mind. It's not just about reminding them you exist—it's about showcasing the value you bring, tailored to their specific interests and needs. Most importantly, it’s about creating a superior customer experience through every step of your email campaigns.

18 sales follow-up email templates to use now

Dive into our curated collection of 18 follow-up email examples, each carefully crafted for a specific use case. These templates are a must-have in your sales team's follow-up sequence arsenal, ensuring you're always prepared to engage effectively with your prospects.

After the initial meeting

The first follow-up after an initial meeting is crucial. It’s your opportunity to reinforce the connection, summarize the discussion, and set the stage for future interaction. The goal is to keep the momentum going and ensure the prospect remembers you and your proposal.

Template 1:

Subject: Exciting Times Ahead, [Prospect's Name]?

Hi [Prospect's Name],

What a great meeting we had! Your insights on [specific topic] were spot on. I've attached some key info related to our chat to keep the ball rolling. Eager to dive deeper into this with you. How about we circle back on [proposed date or action]?

Cheers,

[Your Name]

[Your Company Name]

Template 2:

Subject: Let's Turn Ideas into Action - [Unique Point Discussed]

Hey [Prospect's Name],

Today's chat was a breath of fresh air. Loved your take on [specific topic]. Our [product/service] seems perfect for your [specific need]. How about we explore this further over a call on [proposed date]?

Best,

[Your Name]

After trigger event

A trigger event follow-up is tailored to a specific action or change in the prospect’s situation, like a company milestone, a news feature, or a social media post from LinkedIn, Instagram, etc. This type of email shows that you’re an attentive and proactive sales professional, leveraging recent developments to provide timely, relevant solutions.

Template 1:

Subject: Hats Off to [Trigger Event]! Let's Take the Next Step

Hi [Prospect's Name],

Big congrats on [trigger event]! Your achievement in [specific aspect of the event] caught our eye. Let's discuss how our [product/service] can add to your success story. Do you have time for a quick call next week?

All the best,

[Your Name]

Template 2:

Subject: Riding the Wave of Your [Trigger Event]

Hey [Prospect's Name],

Your [trigger event] was quite the headline! It's an exciting phase for your team, and we'd love to be part of your growth story. Our [product/service] might just be what you need now. How does a call on [proposed date] sound?

Regards,

[Your Name]

After leaving a voicemail

When you leave a voicemail, a follow-up email can reinforce your message. It serves as a written reminder of your phone call, providing another touchpoint to engage the prospect, especially if they missed or couldn't respond to your call.

Template 1:

Subject: Didn't Catch You Earlier, [Prospect's Name] - Let's Reconnect

Hi [Prospect's Name],

Left you a quick voicemail earlier about [topic or proposal]. Here's the gist: We think we can help you with [specific solution or opportunity]. Let's find a good time to talk more about it. When's good for you this week?

Thanks,

[Your Name]

[Your Phone Number]

Template 2:

Subject: Hoping to Reconnect After My Call

Hello [Prospect's Name],

Hope this email finds you in good spirits. Tried reaching you to discuss [specific topic]. We are keen to align our [product/service] with your needs. Let's pick a convenient time to chat. How's your schedule looking?

All the best,

[Your Name]

After a demo

A follow-up email after a demo is crucial to keep the engagement alive. It allows you to summarize key points from the demo, address any questions that might have arisen, and reiterate the value your product or service can provide. This step is about reinforcing the relationship and paving the way for decision-making.

Template 1:

Subject: Unpacking Our Demo—Where to from Here?

Hi [Prospect's Name],

Thanks for joining our demo! We loved showcasing the potential of [product/service] and how it aligns with [specific benefit]. I’ve attached a brief recap for your reference. Got questions? Let's chat soon about the next steps.

Best,

[Your Name]

Template 2:

Subject: Eager for Your Take on Our Demo

Hello [Prospect's Name],

It was a privilege to have you at our demo. Your perspective is crucial to us, especially regarding [specific aspect of the product/service]. How about a follow-up call this week to hear more of your thoughts?

Warm regards,

[Your Name]

After a conference or networking event

This type of follow-up email capitalizes on a connection made at a conference or event. It's an opportunity to remind the recipient of who you are, reinforce the connection established, and propose a way to continue the conversation or explore potential collaboration.

Template 1:

Subject: Igniting Ideas from [Event Name]

Hi [Prospect's Name],

Connecting with you at [event name] was a highlight! Our chat about [topic discussed] sparked some exciting ideas. I see real potential for collaboration, especially around [specific point]. Let's keep the momentum—how about a call to flesh this out next week?

Cheers,

[Your Name]

Template 2:

Subject: Let's Turn Our [Event Name] Chat Into Action

Hello [Prospect's Name],

Our last conversation at [event name] was more than just talk—it was inspiring, particularly your views on [specific topic]. I'm convinced our [product/service] fits your needs well. How about we dive deeper in a follow-up call?

Regards,

[Your Name]

After the first follow-up email

This is sent when the previous email follow-up has yet to receive a response. It's a gentle reminder of your previous communication aimed at reigniting the prospect's interest and keeping the conversation alive without being pushy.

Template 1:

Subject: Did My Last Message Find You Well?

Hi [Prospect's Name],

Just touching base to make sure my last email about [specific topic or offer] landed in your inbox. We understand you're juggling a lot, but we're here to add value to your [specific need]. Keen to hear your thoughts!

Best,

[Your Name]

Template 2:

Subject: Eager for Your Take on [Specific Topic]

Hello [Prospect's Name],

I reached out recently regarding [specific topic] and would love to get your perspective on it. When you have a moment, let’s reconnect and see how we can support your goals. What time suits you for a quick chat?

Kind regards,

[Your Name]

After several follow-up emails

When a series of follow-ups haven't yielded a response, this email aims to re-engage the prospect in a non-intrusive manner. Your chance to offer additional value or a different perspective might prompt a reply.

Template 1:

Subject: Something New for [Specific Topic]

Hi [Prospect's Name],

We’ve been in touch a few times, but here's something I think you'll find interesting: [briefly mention new development]. It could be a game-changer for [specific area related to previous communications]. Let's discuss how this fits into your plans.

Best regards,

[Your Name]

Template 2:

Subject: Your Thoughts on Our Messages?

Hello [Prospect's Name],

We've sent a few messages your way and haven't heard back. We're here to align with your priorities and would love any feedback you have. Your insights are invaluable to us.

Thanks for your time.

Warm wishes,

[Your Name]

After sending a quote

Following up after sending a quote is critical in the sales process. This email ensures that your quote is under consideration and opens a line of communication for any clarifications or adjustments. It's an opportunity to address questions, reinforce the value proposition of your offer, and nudge the prospect toward making a decision.

Template 1:

Subject: Tailoring Our Quote to Your Needs

Hi [Prospect's Name],

I hope you've reviewed our quote for [product/service]. We're here to make sure it ticks all your boxes. Let's schedule a call to discuss any fine-tuning you might need. Your input is crucial to us.

Best regards,

[Your Name]

Template 2:

Subject: Let's Discuss Your Custom Quote

Hello [Prospect's Name],

We've sent over a quote tailored to your needs and would love your take on it. Are there any areas we should focus on or tweak? Your satisfaction is our priority. When's a good time to chat?

Looking forward to your response.

Warm wishes,

[Your Name]

After encountering stakeholder barriers

When stakeholders present barriers, addressing their concerns directly and effectively is crucial. This type of follow-up email aims to engage decision-makers who may be hesitant or have objections. The goal is to understand their perspective, provide additional information or reassurance, and gently guide them toward a favorable decision.

Template 1:

Subject: Let’s Navigate Through Your Concerns Together

Hi [Prospect's Name],

I've noticed some hesitations from your end, possibly from other stakeholders, regarding our [product/service]. It's completely normal to have questions or concerns at this stage. I'm here to clarify and address any specific issues you or your team might have.

Would it be helpful to arrange a joint call with all concerned parties to discuss this further? Your confidence in our solution is paramount to us.

Looking forward to your feedback.

Best regards,

[Your Name]

Template 2:

Subject: Working Together to Align with Your Team’s Needs

Hello [Prospect's Name],

Thank you for considering our [product/service]. I understand that getting everyone on board can be challenging. If there are any specific reservations from your stakeholders, I’m keen to hear them. It will help us tailor our approach better to meet your team's unique needs and concerns.

Could we schedule a meeting to discuss this with your key stakeholders? 

Together, we can find the best path forward.

Eager to collaborate with you and your team.

Warm regards,

[Your Name]

Tips to optimize your sales follow-up emails

Optimizing your sales follow-up emails can significantly increase your response rate and, ultimately, your conversion rate. But achieving this requires more than persistence—you all need a solid prospecting strategy and some finesse. Here are some key tips to help you optimize your emails for better engagement and results:

• Begin with value: When a new lead enters your pipeline, resist the urge to pitch your product or service immediately. Instead, focus on delivering value right from the start. Remember, trust isn't inherent—it's built. By positioning yourself as an advisor and guiding your leads with useful information, you’re more likely to earn their trust, a critical component in closing any deal.

• Use data and insights: Support your claims with concrete data, third-party statistics, and anecdotes from industry thought leaders. Utilize social proof like testimonials and case studies to showcase the positive results you’ve achieved for other clients. This approach validates your offerings and demonstrates your understanding of the industry and your clients' needs.

• Use automation effectively: While automation can save time and streamline your email workflow, it's vital to use it judiciously. Avoid making your emails feel impersonal or robotic. Tools like Freshsales’ unified CRM allow for the automation of personalized emails based on specific stages in the pipeline, ensuring relevance and maintaining a personal touch.

• Be clear about your product or service: Clarity is key. Use straightforward, jargon-free language to describe your product or service. Your goal is to make it easy for leads to understand what you offer and why it benefits them. Avoid complex terminology and focus on clear, concise copy effectively communicates the value proposition.

• Create visually appealing emails: Your email's visual aspect is just as important as the content. Poorly designed or cluttered emails are likely to be ignored. Pay attention to the structure of your email. Use white spand ace effectively, incorporate a clear call-to-action (CTA), and avoid overcrowding your message. A clean, professional design can significantly enhance readability and engagement.

By incorporating these tips into your sales strategy, you can improve the effectiveness of your emails, leading to better engagement and, ultimately, more successful conversions.

Sales follow-up email common mistakes

To further enhance your chances of success in sales, it's important to be aware of common pitfalls. Here are six key mistakes to avoid when following up with prospects:

• Slow response time: Timeliness is critical in sales follow-up. Delayed responses can signal disinterest or inefficiency. Aim to follow up within 24 hours of your initial contact. This demonstrates your commitment, attentiveness, and professionalism, all of which are essential in building trust and rapport with your prospects.

• Overly long emails: Brevity is your ally in follow-up emails. Long, dense emails are often ignored or deferred indefinitely. Craft concise messages that are easy to scan and absorb. Avoid unnecessary fluff and ensure that every word contributes value to your message.

• Lack of context or information: Your follow-up email should either continue the thread of previous communications or clearly restate the context. Vague references can confuse prospects and weaken the impact of your message. Also, always proofread your emails for typos and errors to maintain professionalism.

• Impersonal or robotic messages: Personalization is key. Generic, boilerplate messages can be off-putting. Tailor your emails to address specific details of your prospect's situation or needs. Personal touches can significantly increase the likelihood of a response.

• Complex language and poor structure: Clarity and simplicity should guide your writing. Avoid complex jargon and aim for a skimmable, easy-to-read format. Your goal is to communicate effectively, not to impress with fancy vocabulary.

Lack of a clear call to action (CTA): Your email should guide prospects toward a clear next step. Be explicit about what action you want them to take and make it easy for them to do so. Whether it's scheduling a call, signing up for a demo, or visiting a webpage, your CTA should be unmistakable and straightforward.

How to improve your follow-up process for better engagement

Elevating your sales follow-up process is not just about crafting the perfect email—it's about understanding and engaging with your prospects effectively at every step. Let's dive into five essential steps to enhance your follow-up strategy, ensuring your emails hit the mark every time.

1. Understanding the customer journey

Embark on a journey into the minds of your customers. Why? Because personalized email content can spike your response rates by 32.7%. Start by mapping out the customer journey, like piecing together a puzzle. Each piece represents a stage in their interaction with your business—from first glance to final decision.

To nail this, you’ve got to don two hats: detective and artist. As a detective, scrutinize past customer interactions. What lights up their eyes? What makes them click? Then, as an artist, paint vivid buyer personas. These aren't just sketches—they're your roadmap to creating emails that resonate deeply with where your leads are in their buying journey. A lead teetering on the edge of a purchase requires a different nudge than someone just dipping their toes in. It’s all about hitting the right note at the right time.

2. Identifying follow-up stages in your sales pipeline

Every stage of your sales pipeline is like a different scene in a play, demanding its own script. Whether it’s the opening act of lead management or the final scene of closing the deal, each stage requires a precise follow-up strategy. Utilizing an effective lead management tool can streamline this process, ensuring that leads are nurtured properly and conversions are maximized. Segmenting your audience and tailoring email sequences to each stage isn't just a good strategy—it’s essential.

And remember, getting a 'no' doesn't mean curtains down. In fact, sending a first and second follow-up email boosts your chances of a reply by 21% and 25%, respectively. It’s about persistence, understanding, and knowing when to retake the stage.

3. Timing your follow-up messages strategically

When it comes to follow-up emails, timing isn't just a detail—it's the main event. The best time to send these crucial messages varies across industries and audiences. Dive into your CRM data to discover the golden hours when your emails have the highest chance of being opened and replied to. If you're flying blind without historical data, third-party research and A/B testing can be your guiding stars.

Fun fact: The sweet spot for sending emails is often between 1 PM and 4 PM, and the best day for cold emails is Monday, with a 22% success rate. Timing your follow-ups is about understanding the rhythm of your audience's day.

4. Creating engaging and relevant email subject lines

Think of your subject line as the gatekeeper of your follow-up email. It's the first thing your prospects see, and it has a big job. In fact, 33% of email recipients decide whether to open an email based solely on the subject line. That’s a third of your audience making a split-second decision based on just a few words.

So, how do you craft a subject line that grabs attention and resonates with your audience? First, dive into your past email data. What's worked before? What hasn't? This is more than just busy work. It’s about understanding the pulse of your audience.

Next up, embrace the power of A/B testing. Try different styles, tones, and formats. It’s like a science experiment, but you've got words and wit instead of test tubes and Bunsen burners. The goal? To find that perfect formula that makes your audience click.

And remember, customization is key. Your subject line should mirror where your prospect is on their buying journey. Is it an introductory hello or a nudge toward a decision? Tailor your words to fit their path. It’s not just about being catchy—it’s about being relevant.

5. Tracking and analyzing results for improvement

Setting goals for your follow-up emails is like plotting waypoints on a treasure map. If you’re not hitting the mark, it’s time to recalibrate your compass. Conversely, it's time to double down on those strategies if you're on a winning streak.

Here's a kicker: sending up to three follow-up emails can skyrocket your success rate by over 80%. To stay on top of your game, leverage tools like Freshsales analytics. These are insights that can steer your ship towards uncharted waters of success. Real-time tracking of core metrics, comprehensive reports, and unique insights are the wind in your sails as you navigate the vast seas of email marketing.

By following these steps, you can ensure that your follow-up process is not just a series of emails, but a strategic, data-driven approach tailored to engage and convert your prospects effectively.

Mastering the art of sales follow-up emails

Transforming your sales follow-up process into a dynamic, engaging, and result-oriented practice is crucial in today’s competitive landscape. The key lies in crafting follow-up emails that do more than just communicate—they build lasting relationships. Freshsales by Freshworks is your partner in this endeavor, offering a CRM solution that's specifically designed to meet the pain points of modern sales dynamics.

Embrace the power of Freshsales to:

• Engage through multiple channels: Connect with your leads via email, direct messaging, phone calls, and more, all seamlessly integrated into one platform.

• Segment your leads effectively: Customize your follow-up strategies based on lead behavior and preferences. Utilize Freshsales' advanced segmentation capabilities for targeted communication that hits the mark every time.

• Automate and personalize your email outreach: With a rich collection of customizable email templates and automation tools, Freshsales empowers you to streamline your follow-up process while maintaining a personal touch.

Incorporate Freshsales into your sales strategy and redefine how you connect with prospects. It’s not just about sending out emails—it’s about engaging in meaningful interactions that convert leads into loyal customers. Switch to Freshsales and elevate your sales follow-up strategy to new heights.