8 Hard Rules for Successful Sales Follow-up Emails + Templates

Ever felt your sales follow-up email is just a message in a digital bottle, endlessly drifting in the vast online sea?

We get it, and it’s time to change that narrative!

Dive in with us as we ensure your emails not only reach the shore, but also throw the most epic beach bash upon arrival.

Grab your virtual surfboard and some zest; we’re about to craft emails that make waves, turning glances into engagements.

Ready to ride this wave and make a splash?

The Crucial Difference between Follow Sales and Standard Sales

When diving into the world of sales, you might think all sales strategies are created equal, but there’s a distinct difference between sales follow up and standard sales. 

Imagine you’re browsing through a store, and a salesperson gives you all the information you need. That’s your standard sales approach.

But what happens after you leave the store without buying? That’s where follow-up sales come into play.

It’s the art of re-engaging potential customers, reminding them of the value you offer.

It’s more than just a nudge; it’s a tailored message, often seen in the form of a good follow up email for sales or even the best follow up email sales pitches that are designed just for you.

Think of it like this: standard sales might introduce you to a product, but sales follow up is the gentle tug on your sleeve, ensuring you don’t forget what caught your eye.

Sample Ecommerce Sales Funnel
Sample Ecommerce Sales Funnel

Key Elements of a Good Follow Up Email for Sales

Alright, let’s break this down for you. Crafting a good follow up email for sales is like preparing a special dish. You need the right ingredients to make it work. Here’s what you should toss into your mixing bowl to cook up the best follow up email sales message:


When you’re crafting your sales emails, it’s crucial to remember that behind every email address is a real person. Personalization goes beyond just adding the recipient’s name. It’s about making them feel recognized and valued.

By referencing previous interactions or mentioning specific products they’ve shown interest in, you make the message feel tailor-made for them. In today’s digital age, using dynamic content, which shifts based on the recipient’s behavior or attributes, can make your emails stand out and feel personal.

Clear Subject Line

The subject line of your email is more than just an introduction; it’s a deciding factor that determines if your message will be opened or lost in the clutter of an inbox. It’s tempting to go for clickbait or overly promotional phrases, but authenticity wins the day.

Clarity, combined with relevance and a touch of intrigue, is the golden trio. For instance, if you’re offering a special deal, make that known. If it’s an awaited update, signal its importance right in the subject.

Value Proposition

The heart and soul of your follow-up email is the value proposition. This is where you answer the pivotal question on your reader’s mind: “What’s in it for me?” Be it an enticing offer, exclusive information, or a potential solution to a challenge they’re facing, the value proposition must resonate with the recipient’s interests or needs.

It’s this core value that transforms an ordinary email into an engaging conversation starter.

Concise Content

In our fast-paced digital world, brevity is your ally. Long-winded emails risk being glossed over or discarded. To ensure your message lands, it’s vital to be direct and concise. Utilize straightforward language, steer clear of industry jargon, and make every sentence purposeful.

If there’s more to share, consider directing your reader to an external resource or a dedicated page. This way, you cater to both those who want a quick read and those keen on diving deeper.

Engaging Call-to-Action (CTA)

Your email’s climax is the CTA. This is where you gently steer your reader toward the next step, whether it’s checking out a new product, booking a call, or simply learning more.

The secret sauce for a compelling CTA lies in its clarity and directness. Phrases like “Discover More,” “Claim Your Offer,” or “Join Us” are not only actionable but invigorating. To amplify its impact, ensure your CTA stands out, either visually or through its positioning in your email.

Components of a follow-up email
Components of a follow-up email

​​Rule #1: Understand Your Audience's Needs

Knowing your audience is paramount in crafting an effective follow-up email. Dive deep into the demographics, interests, and behaviors of your recipients.

By segmenting your audience, you can send targeted messages that cater specifically to each group’s unique needs and preferences. This not only increases your email’s relevancy but also heightens the chances of engagement and conversions.

Rule #2: Timing is Everything

In the world of sales follow up, timing can make or break your success. Avoid sending emails during peak work hours or late nights. Tools and analytics can help pinpoint the optimal time when your audience is most active.

Moreover, remember the importance of speed in follow-ups; waiting too long after an initial interaction can lead to lost interest.

Rule #3: Keep it Concise and Clear

While it’s tempting to provide all the details in your follow up sales emails, brevity is key. Your readers are busy, and you have a short window to grab their attention. Use clear and concise language, break up content with bullet points, and ensure your message is digestible in a quick scan.

Rule #4: Add Value in Every Message

Your recipients should always feel that opening your email was worth their time. Whether it’s an exclusive discount, valuable insights, or solutions to their pain points, each message should offer something unique. This not only fosters trust but also encourages repeated interactions.

Rule #5: Maintain Consistency

Even as you tailor your messages, there should be a consistent thread in terms of branding, tone, and frequency. This creates a sense of reliability. Whether it’s the design, voice, or the signature at the end, familiarity breeds trust.

Rule #6: Engage with a Call-to-Action (CTA)

A good follow up email for sales always concludes with a clear and compelling CTA. Whether you’re prompting the reader to read a blog post, make a purchase, or schedule a call, the CTA should be unambiguous and persuasive, guiding them on the exact next steps.

Rule #7: Always be Prepared for Feedback

Every response, whether praise or criticism, is a goldmine of insights. Encourage feedback and actively incorporate it into your strategy. This not only improves your approach but also shows your audience that their opinion is valued.

Rule #8: Monitor, Test, and Adapt

The digital arena is dynamic. What works today might not be effective tomorrow. Regularly track the performance metrics of your emails. Conduct A/B tests to determine which strategies resonate best with your audience. This constant cycle of monitoring, testing, and adapting ensures your emails remain effective and relevant.

Sales Follow-Up Activity Stats
Sales Follow-Up Activity Stats

Templates for Success: Sales Follow Up Email Templates

Navigating the world of sales follow up can feel like treading through a maze. But hey, with the right map in hand, you can find your way with ease! Think of sales follow up email templates as your trusty guide, ensuring you send the right message at the right time.

Template 1: Re-introduction and value proposition.

It’s not uncommon for prospects to forget previous interactions, given the myriad of emails and messages they receive. In such situations, it’s crucial to re-establish context. Start by reminding them briefly of your last point of contact or interaction.

Then, pivot to emphasize your unique value proposition. Why should they care? What sets your product or service apart? The trick here is to rekindle their interest by aligning your offering with their needs or pain points.

Remember, your aim is not just to jog their memory, but to reinforce why they engaged with you in the first place.

Here’s an email template:

Subject: A Quick Re-introduction & How We Can Help

Hello [Prospect’s Name],

It’s [Your Name] from [Your Company]. We last connected on [specific date or event].

I wanted to quickly remind you about the unique solutions we offer, especially our [specific product/service feature], which I believe aligns perfectly with your current needs.

Looking forward to exploring how we can further collaborate.

Warm regards,

[Your Name]
[Your Position]
[Your Contact Details]

Sample Sales Follow-up Email Focusing on Product Value
Sample Sales Follow-up Email Focusing on Product Value

Template 2: Addressing common concerns or questions.

Prospects might have reservations or queries about your offering, and addressing these proactively can demonstrate empathy and foresight. Start by acknowledging common concerns you’ve encountered in past interactions or feedback.

Offering clear, concise explanations or solutions to these concerns can help alleviate hesitations. Additionally, providing resources like FAQ sections, tutorial videos, or user testimonials can be invaluable in reinforcing your message and building trust.

Here’s an email template:

Subject: Addressing Some Common Queries You Might Have

Hello [Prospect’s Name],

Hope this email finds you well. Over time, we’ve noticed our clients often have a few similar queries about [Product/Service]. I thought I’d proactively provide some clarity:

Query 1: Here’s a concise answer.
Query 2: Here’s a concise answer.

For a deeper dive, feel free to check out our detailed FAQ section. Always here to help!

[Your Name]
[Your Position]
[Your Contact Details]

Template 3: Sharing updates or news relevant to the prospect.

Everyone appreciates being kept in the loop, especially if it concerns products or services they’re interested in. This template is ideal for sharing new product launches, feature updates, or industry news that might impact the prospect.

Make sure the information is relevant to them and can potentially benefit their situation or business. It’s about conveying the message, “We thought of you when we got this news because we believe it can bring value to you.”

Here’s an email template:

Subject: Exciting Updates Just For You!

Hello [Prospect’s Name],

We’ve recently rolled out some exciting updates to our [Product/Service], and I immediately thought of how beneficial they could be for you. Here’s a quick rundown:

Feature 1: How it benefits the prospect.
Feature 2: How it benefits the prospect.
Would love to discuss how you can make the most of these!

[Your Name]
[Your Position]
[Your Contact Details]

Template 4: Offering a limited-time discount or incentive.

Incentives can be powerful motivators. This template is designed to introduce an offer, be it a discount, a free trial, or an exclusive bonus. Start by detailing the offer and its benefits, ensuring to highlight the time-sensitive nature of the deal.

This creates a sense of urgency, nudging the prospect to take action sooner. Emphasize how this special offer aligns with their needs and how they stand to gain from grabbing it.

Here’s an email template:

Subject: Limited-Time Offer Just for You!

Hello [Prospect’s Name],

Great news! We’re offering a special [XX%] discount on [specific product/service] until [date]. Given your interest, I believe this is a perfect opportunity for you to get more value.

Don’t miss out on this limited-time deal.

Best wishes,
[Your Name]
[Your Position]
[Your Contact Details]

Sample sales follow-up email offering a limited-time discount
Sample sales follow-up email offering a limited-time discount

Template 5: Gentle reminder after a prolonged period of no response.

Let’s face it; people get busy. Emails get buried under a pile of other messages. This template serves as a gentle tap on the shoulder, a gentle reminder. Begin by expressing genuine interest in their feedback or thoughts from the previous email or interaction.

Reiterate the main points or value propositions from your last message to refresh their memory. And always end with an open door, inviting them to respond when they’re ready or to share any questions they might have.

Here’s an email template:

Subject: Just Checking In!

Hello [Prospect’s Name],

I hope all is well. It’s been a while since our last touchpoint. I just wanted to gently remind you about our previous conversation regarding [specific topic].

If you have any questions or need further details, please don’t hesitate to reach out.

Looking forward to hearing from you.

Take care,
[Your Name]
[Your Position]
[Your Contact Details]

Sample Sales Follow-up Email Focusing on Company Offers
Sample Sales Follow-up Email Focusing on Company Offers

Frequently Asked Questions on Sales Follow-up Emails

Navigating the art of sales follow-up emails can often feel like you’re juggling flaming torches. And, like you, many folks have a bundle of questions about the best ways to nail them.

Let’s unmask some of those frequently asked questions, shall we?

How often should I send sales follow-up emails?

This is a balancing act. Too frequent, and you might come off as pushy. Wait too long, and the lead might go cold. The ideal frequency often depends on the nature of your business and the relationship with the prospect.

Generally, starting with a more immediate follow-up within 24 hours of an initial interaction is a solid approach. After that, if you don’t get a response, space out your follow-ups every few days, then perhaps weekly. Monitor the engagement and adjust based on feedback and results.

Amount of Follow-Ups Send by Salespeople
Amount of Follow-Ups Send by Salespeople

How can I ensure my sales follow-up email doesn't end up in the spam folder?

Ah, the dreaded spam folder – the Bermuda Triangle of the email world. Ensuring deliverability starts with the basics: avoid using excessive caps, exclamation marks, or spammy words like “free,” “buy now,” or “limited offer.”

Moreover, using trusted email marketing platforms and ensuring your email lists are clean and up-to-date will significantly reduce the risk. 

Authenticity is key: ensure you’ve obtained permissions before emailing, and always include an easy opt-out or unsubscribe option. Read more about how to stop emails from going to spam.

What should I do if my sales follow up emails consistently get no response?

It happens to the best of us. If your sales follow up email is met with radio silence, it’s time for some detective work. Start by reviewing your email’s content. Is your message clear and compelling? Is your call-to-action strong enough?

Maybe your offer doesn’t align with the recipient’s needs. It’s also worth re-evaluating the recipient list. Perhaps you’re targeting the wrong audience or the contact details are outdated.

Sometimes, a simple A/B test can reveal a lot about what’s working and what’s not. And remember, every ‘no response’ is feedback in itself, helping you refine your approach for the future.

Key Takeaways on Sales Follow-up Emails

Alright, let’s wrap this up! Sales follow-up emails aren’t just about pushing for a sale; they’re about building lasting relationships with potential clients. It’s essential to understand the nuances between follow sales and standard sales.

Knowing how to frame your messages, especially by understanding your audience’s needs and being timely, makes all the difference. But hey, don’t just wing it.

Those templates we discussed? They’re your golden ticket to crafting pitch-perfect messages without breaking a sweat. And like any other skill, there’s always room for improvement.

So, keep an ear out for feedback, stay adaptable, and remember to sprinkle in a bit of authenticity. With these tips in tow, you’re all geared up to make every sales follow-up email count. Happy emailing!

To achieve the best results with email outreach, we recommend using a professional email automation software

13 best cold email platforms rated and compared

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Edgar Abong

Edgar is a skilled software developer with a passion for building and evaluating software products. His expertise in software development enables him to provide in-depth evaluations of software products. He can draw out insights about features, functionality and user experience.

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