Mastering the art of follow-up emails: Strategies to ensure a response

What is a follow-up email and when should you send one?

A follow-up email is a strategically crafted email sent by a salesperson or a marketer to re-engage a prospect who has initially shown an interest but hasn’t taken the desired action.

The primary goal of a follow-up email is to continue the conversation, nurture the relationship with the prospect, and ultimately guide them further down the sales funnel. It can be used for a variety of purposes, such as:

• To check in and see if they received your first email

• To provide additional information or resources like ebooks

• To act as a gentle reminder

• To answer any questions they may have

• To thank them for their time

Here are some instances when a follow-up email could come in handy:

These four steps help you structure follow-up emails for success:

1. For sales and business development

Prospect engagement: After initial contact, follow-up emails keep the conversation alive and address any questions or concerns.

Quotation or proposal: Following up ensures the prospect has received and understood your pricing or proposal, helping you close deals faster.

2. For networking and relationship-building

After networking events: Sending follow-ups to people you've met at conferences, seminars, or networking events helps foster connections and explore potential collaborations.

LinkedIn connections: A follow-up message after connecting on LinkedIn expresses your interest in their profile and initiates a conversation.

3. Event promotion and registration

Event reminders: Sending reminders to registered attendees about upcoming webinars, workshops, or conferences can boost attendance.

Post-event engagement: Follow-up emails can help gather feedback, share resources, and promote related products or services after an event.

4. Lead generation and marketing

Lead nurturing: Follow-up emails steer potential clients through the sales process with tailored content and incentives. Opportunity re-engagement: Follow-up emails can reignite interest in your product or service, fostering renewed engagement and conversation.

Why send a follow-up email after no response?

Follow-up emails are important in the world of sales for a few reasons:

1. Maintaining engagement: Prospects can get busy, distracted, or simply overlook your initial outreach. Follow-up emails ensure that your offer or proposition remains on the top of mind, keeping the lines of communication open.

2. Improving conversion rates: Research shows that follow-up emails can significantly boost response and conversion rates. According to Belkins, follow-up emails can help surge response rates by 220%. The more personalized and timely your follow-ups are, the better your chances of converting leads into customers.

3. Building trust: Consistent follow-ups demonstrate your commitment and genuine interest in meeting the prospect's needs. This helps build trust and credibility over time.

4. Recovering lost opportunities: Follow-up emails can revive leads that have gone cold. They give you a chance to rekindle interest and remind prospects of your product or service's value.

How to send a follow-up email in 4 steps, with proven best practices

These four steps help you structure follow-up emails for success:

1. The subject line: craft an appealing and relevant opener

When writing the subject line for your follow-up email, aim for clarity and brevity. The idea is to give the recipient a quick understanding of what the email is all about. It's crucial that the subject line directly relates to the main topic of the email without any lengthy or complicated phrases.

You can add a personal touch by using the recipient's name, their company name, or any reference to past interactions. You might also want to use language that spurs the recipient to take action or conveys the importance of the message. However, avoid going overboard with capital letters or special characters that could trigger spam filters.

Ultimately, your subject line should be attention-grabbing and ignite the recipient's curiosity, motivating them to open your email.

Best practices to write strong subject lines

• Keep it short and sweet: Aim for subject lines that are around seven words or 41 characters long. This is the ideal length to be displayed in full on most email clients.

• Be specific and relevant: Your subject line should accurately reflect the content of your email. Avoid using generic subject lines like "Important update" or "New offer inside."

• Use strong action verbs: Action verbs can help to make your subject line more compelling and engaging. For example, instead of saying "New product announcement," use "Try our new product"

• Personalize the subject line: If possible, personalize your subject line by including the recipient's name, company name, or other relevant information. This shows that you're paying attention and interested in building a relationship with them.

• Create a sense of urgency: This can be a great way to get people to open your email. For example, use phrases like "Limited time offer" or "Only a few spots left." If you run a campaign, you can also use A/B testing on your email automation tool to see which subject lines get higher open rates.

Here are some examples of compelling subject lines that follow these best practices:

• Following up on [previous email subject]

• Just checking in, [Recipient name]

• [Recipient name], your thoughts on [previous email subject]

• Next steps for [previous subject]

• [Recipient name], let’s make this work

2. Preview text: set expectations and create curiosity

Preview text serves as the curtain-raiser to your email content. It's the snippet that follows your subject line and offers the first taste of what's inside. Think of it as the trailer before the main feature—it entices recipients to open the email.

In the context of follow-up emails, it's your chance to create intrigue, provide context, and boost the chances of your email being opened.

Preview text plays a few important roles:

• It provides additional context about the content of your email

• It can pique the recipient's curiosity and encourage them to open your email

• It can help improve your email open rates

Best practices to write the perfect preview text

To make the most of preview text, think of it as a teaser for the main content, keeping these steps in mind -

Stay relevant and coherent: Your preview text should flow seamlessly from your subject line, offering a natural continuation. It should give a sneak peek of what's inside without rehashing the subject line.

Concise and clear: Keep it concise, around 40-50 characters. Avoid jargon or ambiguity; instead, summarize your email's core message.

Highlight value: Showcase the primary benefit or value your recipient gains from opening the email. Offer a compelling reason for them to dive in.

Mobile-friendly: Given mobile email-checking habits, ensure your preview text remains impactful and concise on smaller screens.

Here are some examples of effective follow-up email previews:

• [Recipient name], I have some important information about your account (Subject: Important account update for [Recipient Name] )

• We're offering a special discount to our loyal customers like you (Subject: Saying thank you with a special discount)

3. The email body: delivering your message with impact

Creating a follow-up email with a compelling email body is crucial to convey your message and engage your email recipient effectively.

Here's how to structure the main content -

• Introduction: Begin your email with a warm and personalized greeting. Acknowledge any previous interactions or connections to build a friendly rapport, recap and provide context. A welcoming opening line sets a positive tone for your message.

• Purpose statement: Promptly remind the recipient why you're reaching out with this follow-up email. Ensure they understand the reason behind your communication. Briefly reference any prior interactions that led to this follow-up.

• Value proposition: Communicate the value or benefits that the recipient will gain by engaging with your email. Emphasize the specific advantages or solutions your product or service offers and how it solves their pain points—this forms the core of your message.

• Supporting information: Back up your value proposition with additional details. This might include case studies, social proof such as testimonials, data, or relevant information that bolsters credibility and reassures the recipient of the value you provide.

• Call to action (CTA): Present a clear and actionable call to action, guiding the recipient on their next steps. Whether it's scheduling a call, requesting further details, or taking a specific action, make the process easy and compelling. Use language that encourages immediate engagement.

Best practices to write the most compelling email body

The body of your email is your chance to convince the recipient to take the desired action. Here are some best practices for writing persuasive emails:

• Start with a strong introduction: Grab the reader's attention and introduce the purpose of your email in the first few sentences.

• Be clear and concise: Get to the point quickly and avoid using jargon or technical language. Focus on the benefits of what you're offering, rather than just the features.

• Personalize the message: Personalization can show the effort you’ve put in your email. Address the recipient by name and tell them how your email can benefit them.

• Use strong calls to action: Tell the reader exactly what you want them to do next, whether it's a meeting, signing up for a newsletter, or scheduling a demo.

• Proofread carefully: Before you send your email, proofread it carefully for any errors in grammar or spelling. Typos and grammatical errors can make your email look unprofessional and can distract the reader from your message.

Examples of email body:

• Let’s take the example of Acme Corp, a company that sells Protrack, a project management software to small and mid-sized companies.  I wanted to follow up on my previous email about how Protrack can help you tackle [prospect's pain point]. Are you facing challenges with missed deadlines, miscommunication, or difficulty prioritizing projects?  I'd love to discuss how our software can streamline these areas for you Would you have a few minutes for a quick call next week?

• I just wanted to circle back on my previous email about improving your project outcomes with Protrack. I'm curious, are you actively looking for ways to improve collaboration, visibility, and resource management within your team? If so, let's explore how our solution can deliver those benefits  – would you be open to a brief chat?

4. Closing: Crafting a strong finish

The closing of your follow-up email is crucial, as it is your last chance to leave a positive impression on the recipient and provide them with a clear call to action and messaging.

Here are some tips for an effective closing:

Start by genuinely thanking the recipient for their time and consideration, maintaining a positive and courteous tone throughout.

Be clear about what you want the recipient to do next, whether setting up a meeting, visiting your website, signing up for a newsletter, or scheduling a demo.

Make sure to provide your contact details for easy reach, maintain a professional farewell, and consider a brief postscript (P.S.) to underscore key points if relevant.

Wrap up with a professional and polite closing statement, like "Best Regards", “Cheers” or “Thanks” in line with your message's tone.

Best practices for crafting effective closings

1. Maintain courtesy and gratitude: Always show appreciation for the recipient's time and consideration. A polite and thankful tone leaves a positive impression.

2. Reiterate the main points: Summarize the key message or value proposition of your email as you conclude. This reinforces the importance of your message.

3. Craft a clear CTA: Close with a precise and actionable CTA that guides the recipient on the next steps, making it easy for them to respond.

4. Share your contact information: Include your contact details, like your phone number, email address, and any social media links to encourage direct communication. You can also include a calendar link for prospects to book an online meeting or schedule a call with you.

Here are some examples of compelling closings -

• Try our new product for free today and see how it can help you to [solve a problem or achieve a goal].

• Sign up for our newsletter to stay up-to-date on our latest news and product updates.

• Schedule a demo today to learn more about how our product can help you to [solve a problem or achieve a goal].

• Limited-time offer: Grab 20% off your next purchase.

Templates for follow-up emails

1. First follow-up email after no response

Sales follow-up email templates are pre-written emails or messages that you can use to follow up with prospects after an initial contact. This can be a great way to stay in touch, nurture leads, and close more deals. See this follow-up email example:

Sample template

Subject: Following up on our conversation about [topic]

Hi [Name],

I hope you are doing well.

I'm following up on our conversation about [topic] from [date]. I wanted to see if you had any questions or if there's anything else I can do to help you.

I've attached a few additional resources that you may find helpful:

• [Link to case study]

• [Link to blog post]

• [Link to white paper]

I'm available for a call next week if you're free. Please let me know if you're interested in connecting.

Cheers,

[Your Name]

2. Second follow-up email after no response

This follow-up email template is designed to re-engage prospects who have opened your previous email but haven't responded. The purpose is to remind them of your offer or message and encourage them to take the next step.

Sample template

Subject: [Recipient Name], just checking in on [topic]

Hi [Name],

I hope you are doing well.

I had sent an email to you last week about [topic], but I didn't hear back. I wanted to check in and see if you have any questions or if there's anything else I can do to help.

I'd be happy to schedule a demo to show you how our product or service can help you achieve your specific goals. Let me know if you would like to schedule one this Thursday.

Thanks,

[Your Name]

Follow-up email networking template

Networking follow-up email templates are pre-written emails to follow up with people you meet at networking events. This can be a great way to stay in touch, build relationships, and generate leads.

1. After meeting at an event

The purpose of this follow-up email is to thank the person for attending the event, to mention something specific you talked about, and to connect with them on LinkedIn or via email. It's also a good opportunity to offer to help them in any way you can.

Sample template

Subject: It was great meeting you at [Event Name]

Hi [Name],

It was great meeting you at [Event Name] on [date]. I enjoyed discussing [something you talked about] with you.

I hope you had a great time at the event as well.

I wanted to reach out and connect with you on LinkedIn. I'm also happy to connect via email if you prefer.

[Insert a personalized paragraph here, such as:]

• I was particularly interested in your work on [project]. I'm working on a similar project at my company, and I would love to learn more from you.

• I'm impressed with your experience in [industry]. I'm new to the industry, and I would be grateful for any advice or mentorship you could provide.

• I'm excited about the future of [industry], and I would love to stay in touch and collaborate on projects in the future.

Please let me know if there's anything I can do for you. I'm always happy to help out a fellow professional.

Best regards,

[Your Name]

2. After they visited your booth at an event

The purpose of this follow-up email is to thank the prospect for visiting your booth, to provide them with additional information or help, and to offer them the opportunity to learn more about your product or service.

Sample template

Subject: Thanks for visiting our booth at [Event Name]!

Hi [Name],

I hope this email finds you well.

I wanted to reach out and thank you for visiting our booth at [Event Name] on [date]. I enjoyed talking to you about [something you talked about].

I hope you learned more about our [product or service] and how it can help you [solve a problem or achieve a goal].

I'm happy to answer any additional questions you may have or to schedule a demo to show you how [product or service] works in more detail.

Please feel free to contact me at [email address] or [phone number].

Thanks again for your interest in [product or service]!

Best,

[Your Name]

Best practices for networking follow-up emails involve prompt communication, personalization, value reinforcement, clear calls to action, and readily provided contact information. These practices enhance the effectiveness of your follow-up, fostering valuable connections.

Tips for sending a follow-up email after no response

1. Best practices to adhere to in your follow-up emails

• Keep it short and sweet: The prospect is busy, so don't send them a long email. Get to the point quickly and make it easy for them to respond.

• Time it well: If you have already sent an email, don’t follow up too quickly. At the same time, following up too late could cause your customer to lose the context of your conversation.

• Personalize the email: Use the prospect's name and mention something specific from your previous email or their website or social media profiles. This shows that you're paying attention and interested in helping them.

• Make it easy for the prospect to take the next step: Include a clear call to action, such as "Schedule a demo" or "Learn more about our product."

• Proofread: Verify the contents of your email carefully before sending it. Getting a trusted colleague to look at your email could be a good idea as it always helps to have a new perspective.

2. Mistakes to avoid in your follow-up emails

• Personalization errors: While personalization can boost reply rates, it’s important to get it right. When you send multiple emails to different recipients, ensure you get their information right. Email automation tools can help you personalize at scale without errors.

• Grammatical errors: It’s important to ensure your email copy has good grammar and spelling. When you reach out to a customer, it may be their first impression of your business. Good grammar will help you showcase your professional capabilities.

• Spammy words: While it’s important to grab the attention, try to avoid words associated with spam emails. Words like “free” or “urgent” can trigger spam filters and send your email to their spam folder. These words can also make your email seem untrustworthy. Over time it can diminish the email domain reputation of your business. 

• Too persistent: Being persistent is often considered a positive trait, but there is a line you shouldn’t cross. When someone is not responding, you may want to email them frequently to try and get a response. This may end up driving them away. Always be respectful of your customer and their circumstances. Give them enough time to respond, and know when to move on if you haven’t heard from them.

• Unprofessional tone: When your emails aren’t getting a response, it’s easy to take it personally or blame it on the customer. Remember always to maintain a professional demeanor and give your customers the benefit of the doubt when they don’t respond. They may have been interested but their situation may have changed. Being courteous and respectful can keep the door open for synergies in the future.

Conclusion

We hope you are all set to send some follow-up emails and get positive responses. Adapting these guidelines to your business should help you succeed. If you manage multiple customers and send many follow-up emails daily, you should consider automating this process. CRM with sales automation and email marketing solutions can make the follow-up process easy. Sales sequences on Freshsales help you set up workflows to automate follow-up tasks. Email automation can help you personalize your follow-up emails at scale with minimal effort. These solutions can help ensure you are on top of every business opportunity that comes your way.