Sales follow-up emails are email messages that engage a lead at different stages in the sales process. These messages work to build trust and understanding while reminding prospects of your company benefits and give a reason to continue the conversation. Email templates help salespeople follow up quickly and professionally, and ultimately close the deal.
Whether you need to send a follow-up email after a cold call or networking event, you’ll need one central place to keep everything organized. Client relationship management (CRM) software, like Pipedrive, automatically tracks emails, calls, and progress to give you a streamlined view of your pipeline. It even gives you the ability to create fully customizable email templates, saving you valuable time and helping you increase productivity — users close an average of 28% more deals after their first year. Click here to start free.
Sales Follow-up Email Templates & When to Use Them
Type of Follow-up Template | When to Use It |
|---|---|
Use this message within 24 hours of an initial introductory phone call | |
When you’ve identified a new lead following an external event like a news story | |
After a lead sets off an automatic online trigger, like a newsletter sign-up | |
When a prospect has filled out a contact form on your website | |
After a prospect has dialed your office directly and spoken with someone at your company | |
After someone spoke with you at a tradeshow or networking event | |
You have met with a prospect or client in a one-on-one setting within the last 24 hours | |
After you have verbally given pricing within the last 24 hours or are issuing a formal proposal | |
Use this when you’ve issued a proposal or quotation but have not received an order | |
You have followed up once already with no response from the client | |
After quality or service complaint has recently been resolved within the last 24 to 48 hours | |
Use when a lead has stopped answering phone calls or responding to emails for more than two weeks | |
This message is used to recapture lost business after losing a client |
1. Cold Call Sales Follow-up Email
The cold call follow-up email should be used within 24 hours after a cold introductory phone call. Since this type of prospect is one of the newest leads in the sales pipeline, it’s important to follow up in a timely manner while being careful so it’s not considered to be spam. You will want to make a personal connection, and use clear, direct language regarding your number one benefit to them in the message and subject line.
Resist the temptation to mention every benefit your company can offer a client in this first message. Focus your message on the single benefit that you believe will most interest them, and give the reader a reason to contact you to learn more.
Below is an example of an email you might send following a cold phone call or cold email exchange. It is important to note that the verbiage below is formatted for a cold call in which you spoke or exchanged emails with the prospect. If the prospect doesn’t pick up your call, make sure to leave a voicemail and then follow up with the email below, mentioning the voicemail instead of the time you spoke with them.
Cold Call Sales Follow-up Email Template
Subject line: Hi [Prospect name], I’m glad we had a chance to connect.
Dear ____,
I’m glad we had a chance to connect on [date of conversation], and I appreciate you taking the time to share a little about your business.
I really enjoyed learning about [conversation takeaway]. As I mentioned on the phone, I know from [something that makes you credible] that [define prospect’s pain point]. In the past year, we’ve worked with companies like [similar companies] to help them achieve [the number one benefit you can provide], and after talking with you, I believe we might be able to help [prospect’s company name] as well.
Per our discussion, I’ve attached some additional information about how we can [reinforce benefit number one]. Please look it over and reply to this email or call me at [phone number] if you have any questions.
(If applicable) Otherwise, l look forward to talking with you again on [scheduled date and time agreed upon during initial phone call].
Regards,
[Name]
Download this follow-up email example in Docx, PDF, or Google Doc file.
2. External Event Sales Follow-up Email
An external event email is one you send based on some noteworthy external event, such as a news story, new regulations, major industry developments, or staffing changes at a prospect’s company. This type of follow-up is designed to respond to an event that might indicate a prospect may be ready to buy or make changes. Using a compelling and relevant subject line can help you make a connection after this type of event.
External trigger events can be positive or negative. In the example below, make sure to adjust your email’s tone accordingly or have two separate templates to handle each situation. For example, if a company has fallen on hard times due to a change in leadership and you can help, make sure your follow-up email is sensitive to those circumstances and is respectful of the fact that it might be a topic your prospect might not be eager to talk about.
External Event Sales Follow-up Email Template
Subject line: Congrats on [noteworthy event], [reason it’s noteworthy].
Dear ____,
I just wanted to take a minute to reach out and congratulate you on [newsworthy event]. At our company, we always get excited when we read about what’s happening with other businesses, and I just wanted to say congrats!
In addition, I just wanted to touch base to see if we can help you as you grow and expand. In the past year, we’ve worked with companies like [similar companies] to help them achieve [the number one benefit you can provide] and was thinking we might be able to help you as well.
I’m not sure if this is a fit, but if you’d like, I can [offer or other reason the prospect should take action].
Please reply to this email, call me at [phone number], or learn more about us at our website at [website link].
I look forward to hearing from you,
[Name]
Download this follow-up email example in Docx, PDF, or Google Doc file.
3. Lead Magnet Sales Follow-up Email
The lead magnet email is triggered by a potential prospect downloading an attachment contained within a mass marketing email, clicking on a link to a white paper, signing up for a newsletter, or similar activity. This message should thank the prospect for their interest, restate your benefit, and encourage continuing the conversation, pushing them down the sales funnel.
Lead Magnet Sales Follow-up Email Template
Subject line: Thanks for downloading [name of resource]. You’ve taken the first step.
Dear ____,
Thank you for [event trigger].
I know from [something that makes you credible] that [define prospect’s pain point]. In the past year, we’ve worked with companies like [similar companies] to help them achieve [the number one benefit you can provide] using [service or product relevant to trigger]. You’ve taken the first step, now let me help you reach the finish line.
Please reply to this email, call me at [phone number], click the link below, or learn more about us at our website at [website link].
Talk to you soon,
[Name]
Download this follow-up email example in Docx, PDF, or Google Doc file.
Pro tip: Many customer relationship management (CRM) tools, like Pipedrive, give you the ability to upload contact details directly from a web form embedded on a landing page or your website. This makes it easy to automatically send a follow-up email when a prospect converts on one of these forms, feeding contacts directly into the pipeline and sales process stage of your choosing. You can learn more about Pipedrive and its web forms by visiting their website.
4. Web Inquiry Sales Follow-up Email
Use a web inquiry follow-up email to respond to anyone who signed up using a contact form on your website to learn more. These are qualified leads who have already done some research on your company as a potential solution. Therefore, it is best to use very specific language detailing your benefits and capabilities related to their specific interest.
Some CRM tools give you the ability to upload contact details directly from a web form embedded on a landing page or your website. Pipedrive CRM lets you create personalized forms that feed directly into the pipeline and sales process stage of your choosing and can be set to automatically notify your team of the new lead. You can learn more about Pipedrive and its web forms on their website.
Web Inquiry Sales Follow-up Email Template
Subject line: Thanks for reaching out about [product or service]
Dear ____,
I noticed that you recently [visited our website]. I wanted to quickly check in and make sure that you [received the answers / found the resources] you were looking for. I am also attaching additional information I think you will find interesting.
I know from [something that makes you credible] that [define prospect’s pain point]. In the past year, we’ve worked with companies like [similar companies] to help them achieve [the number one benefit you can provide] and was thinking we might be able to help [prospect’s company name] as well.
I would like to schedule a follow-up conversation to discuss your needs further. I’m available [two or three options to meet]. Which of these work best for you?
I look forward to hearing from you,
[Name]
Download this follow-up email example in Docx, PDF, or Google Doc file.
Pipedrive form builder
Web forms can help speed up the prequalification process. Pipedrive CRM lets you specify required fields and create completely custom fields that will then feed directly into your sales pipeline as a new lead. You can learn more about Pipedrive and its web forms on their website.
5. Inbound Call Sales Follow-up Email
The inbound call follow-up email is a powerful tool to respond to anyone who has taken the time to call your office directly regarding a specific inquiry. This is your chance to prove you are customer-focused by demonstrating that your team used active listening. Therefore, it is best to use very specific language detailing your benefits and capabilities related to the specific interest they expressed on the call.
Inbound Call Sales Follow-up Email Template
Subject line: Our next steps for [reason they called]
Dear ____,
I’m glad we had a chance to connect, and I appreciate you taking the time to call our office to talk about [reason for the call]. I wanted to quickly check in and make sure that you [received the answers / found the resources] you were looking for. I am also attaching additional information I think you will find interesting.
I would like to schedule a follow-up conversation to discuss your specific needs further and additional questions you might have regarding our [ number one benefit you can provide] or how we’ve helped address similar [pain points].
Would you be available [suggested date and time]?
I look forward to hearing from you,
[Name]
Download this follow-up email example in Docx, PDF, or Google Doc file
6. Networking or Public Event Follow-up Email
The event follow-up email is the message you send immediately after connecting with qualified leads at networking events like a trade show or after they’ve attended a hosted event such as a webinar or online training. The purpose of this message is to continue the conversation started at the event while reminding them of your company’s unique sales position and how you can benefit them.
Networking or Public Event Sales Follow-up Email Template
Subject Line: Hi [Prospect first name], I’m so glad we got to connect
Dear ____,
It was great talking to you at [Event about Conversation Highlight]. As I mentioned during our conversation, I’ve attached some additional information I think you will find interesting.
I know from [something that makes you credible] that [define prospect’s pain point]. In the past year, we’ve worked with companies like [similar companies] to help them achieve [the number one benefit you can provide] and was thinking we might be able to help [prospect’s company name] as well.
I would like to schedule a follow-up conversation to discuss your needs further.
I am available [two dates/times you have open], which would work better for you?
I look forward to hearing from you,
[Name]
Download this follow-up email example in Docx, PDF, or Google Doc file.
Pro tip: Manually adding new contacts from larger events like trade shows can be a time-consuming process. Pipedrive CRM allows you to import contacts directly from spreadsheets as well as assign them to the appropriate stage in your sales pipeline so that you can follow up immediately. You can see how Pipedrive can accelerate your sales process by signing up for your free 30-day trial today.
7. Face-to-Face Meeting Follow-up Email
The face-to-face meeting follow-up email should be sent as a courtesy thank you for a prospect’s time within 24 hours of meeting. This email should include major takeaways from your meeting, including a list of all action items and how you will address their pain points or concerns.
While this message can serve as a record of the meeting, it is important that it also clearly defines the next steps you agreed upon to help move the lead into the next stage of the sales process. In addition to outlining the next steps, it is also a good idea to establish a follow-up schedule to ensure action items don’t fall through the cracks. Use this email to schedule a follow-up call or follow-up meeting.
Face-to-Face Meeting Follow-up Email Template
Subject line: Thanks for your time!
Dear ____,
Thanks for taking the time to meet with me on [date of meeting] to discuss [statement summarizing purpose of meeting]. I left with the following takeaways:
[list takeaways]
I am even more convinced now that we have a solution that will address most, if not all, of the concerns we discussed. I would like to continue this conversation and have noted the following action items:
[list action items]
If I have left anything out, would you please reply to this email or give me or call me at [phone number]?
Otherwise, I look forward to talking with you again on [scheduled date and time].
Regards,
[Name]
Download this follow-up email example in Docx, PDF, or Google Doc file.
Emails are great tools for helping to develop a lead to the point of quotation stage in the sales cycle. However, there are several other tools out there designed to help you reach your business goals. We have written an article featuring some of the best tools for small business sales teams.
8. New Proposal or Quotation Follow-up Email
The proposal or quotation follow-up email should be used as a cover letter to your formal quotation or can be used as a way of memorializing an informal quote issued either face-to-face or over the phone within the last 24 hours. This email should open a dialogue for any questions or concerns they might have regarding your price, product, service, or terms.
New Proposal or Quotation Sales Follow-up Email Template
Subject line: Our proposed solution for [pain point]
Dear ____,
I wanted to follow up and make sure you received our proposal outlining how we might be able to provide [customer name] with [number one benefit you can provide the prospect].
Are there any other questions or concerns I can address? What are the next steps?
I look forward to hearing from you,
[Name]
Download this follow-up email example in Docx, PDF, or Google Doc file.
You can reduce the number of times you need to go back and forth with a client over your sales quote by taking the time to ensure it addresses their needs and answers their potential questions before you send it. You can read our article on how to write a business proposal to learn more about what you should always include.
9. Proposal or Quotation Second Follow-up Email
The second proposal or quotation follow-up email should be used if you have recently issued a quotation but have not yet received an order. It is usually a good idea to wait at least one to two weeks to send this message to ensure you have given your lead enough time to have reviewed your original document. This email should be used to verify the client’s receipt of the proposal, reiterate your offer to address questions, and ask for clarification regarding next steps.
Proposal or Quotation Second Follow-up Email Template
Subject line: Should I close out your file?
Dear ____,
I know you’re busy, but I just wanted to make sure you knew that we’re ready to help you with [pain point previously discussed].
If you’ve already decided to go in another direction, I totally get it. If you let me know, I’ll be sure to close your file and stop bothering you.
If you’re just too busy right now, which let’s face it, we all are from time to time, let me know that too, and I’ll just make a note to follow up in a few months when things settle down.
If you have any questions about the proposal I provided, or if there’s anything else I can do, you got it—let me know.
I look forward to hearing from you,
[Name]
Download this follow-up email example in Docx, PDF, or Google Doc file.
10. Double Tap Follow-up Email
The double tap email should be used when a previous phone call or follow-up email attempt has gone unanswered. However, it should not be used with the same prospect or client more than once in a single day. This email should reinforce your commitment to providing a solution that fits the client’s needs. This email should also remind the client that you are waiting on a response from them before you can move forward.
Double Tap Follow-up Sales Email Template
Subject line: Our next steps for [prospect’s pain point]
Dear ____,
I wanted to follow up and make sure you received the last message I sent you regarding [prospect’s pain point] and how we might be able to help with [the number one benefit you can provide]. Is this still a challenge for you? Are there any other questions or concerns I can address?
I would love to continue the conversation. Would you please reply with a good time to chat?
I look forward to hearing from you,
[Name]
Download this follow-up email example in Docx, PDF, or Google Doc file.
Pro tip: A CRM tool with email logging capability can help you keep track of the last time you reached out to a contact. Pipedrive comes with fully customizable activity types and built-in reminders to help you stay on top of your leads. Sign up for your free 30-day trial to see how Pipedrive’s activity management feature can help you prioritize sales efforts with your leads.
11. Resolved Service Call Follow-up Email
This follow-up email should be used whenever there has been a recent issue related to customer service or quality. While customer service or quality issues are never ideal, how your company responded to their complaint can help build trust and can lead to future sales opportunities. Using this email gives you a chance to show that you’re willing to go above and beyond to make sure you got things right.
Therefore, a timely service call follow-up should not be minimized or overlooked in your sales process. It’s easy to say you want to be a partner with a prospect or client when things go well. How you respond when things don’t, though, is what proves it. According to the Carey School of Business, customer satisfaction following resolution to a service problem is doubled when a business sends them an apology in addition to fixing the problem.
Resolved Service Call Follow-up Email Template
Subject line: Thank you for the chance to improve our service!
Dear ____,
Thank you again for bringing [issue] to my attention. I’d also like to apologize one more time and let you know that we remain committed to [company values] and would like the opportunity to regain your trust.
Would it be possible to schedule a phone call to discuss ways we might be able to improve our service or better able to offer you [the number one benefit you can provide]?
I look forward to hearing from you,
[Name]
Download this email follow-up template in Docx, PDF, or Google Doc file.
12. Cold Lead Follow-up Email
Leads go cold and stop responding to phone calls or emails for a number of reasons. Perhaps the time isn’t right for them to make a purchase. Sometimes they experience external events that change their circumstances. Perhaps there have been unforeseen staffing changes. Maybe the lead simply fell through the cracks. No matter what the reason, cold leads don’t have to be dead leads.
The initial cold lead follow-up email should not include a question like, “Are you ready to buy?” This can be seen as being aggressive and may turn your lead off altogether. Instead, remind your prospect of their initial interest in your company. Mention what has changed since your last interaction. Close with the request for their permission to continue to follow up or confirmation there is no longer a need for your solution.
Cold Lead Sales Follow-up Email Template
Subject: Have I done something wrong?
Dear ____,
It has been a while since we last connected and I wanted to follow up to see if you were still in need of a solution for [prospect’s pain point]. You were previously interested in our [product / service] and how it could help with [the number one benefit you provide].
Is this still an area of interest for you?
Please let me know if I may continue to follow up.
[Name]
Download this email follow-up template in Docx, PDF, or Google Doc file.
13. Second Chance Follow-up Email
The request for a second chance follow-up should be used when an existing client with known business potential has gone for an extended period of time without a new order. This message should be apologetic in its tone while restating your benefits. It should also include any changes to your product, personnel, or service offerings that have occurred since their last transaction.
Second Chance Follow-up Email Template
Subject: We failed and we want to do something about that…
Dear ____,
It has been a while since we heard from you.
We value your business and want to make sure we provided you with [the number one benefit you can offer] as well as a positive customer service experience. We would like to apologize if we haven’t provided either in the past to your satisfaction. We are committed to improvement and have since [list changes made since last order].
I have attached additional information related to [improvement] for your reference, and I would like to offer you [offer] in return for giving us a second chance.
Please [specific call to action that relates to your offer, improved product or service, or request for follow-up phone call or appointment]
Sincerely,
[Name]
Download this email follow-up template in Docx, PDF, or Google Doc file.
A better strategy is to identify potential issues or threats to your deals before you lose the customer to the competition. Pipedrive provides great visual reports that let you see at a glance how individual salespeople are performing, which of your products are most in demand, and what types of deals are being lost. You can see Pipedrive’s sales reporting tool for yourself by signing up for their free trial.
Tips for Creating Your Own Sales Follow-up Email
When crafting a sales follow-up message, be sure to use your own voice and style. Be authentic and transparent, since people are far more willing to connect when they can sense the person behind the message. Always keep in mind, however, that all sales messages should be written keeping the goal of moving a lead along in the sales process in mind.
Here are four tips to formulate your own follow-up email template:
Encourage Conversation
While an email can be used to provide a quick answer to a client, the goal of any message should be to encourage additional conversation. By showing you want to build a relationship and not just conduct a quick sale, the client will be more likely to consider you as a trustworthy partner.
Ways to encourage conversation include:
- Ask open-ended questions: Avoid asking questions that can be answered with a quick yes or no, since a more lengthy response can often provide you with details related to their pain points.
- Keep it positive and professional: Frame your messages around what you can do versus what you can’t. Avoid jokes, unless your client has used one first, and saying things like “I’ll have to,” as this implies you’ve been burdened by the client.
- Match their style: If your clients are typically data-driven, use facts in your emails. If they are more relationship-driven, be more personal in your tone.
- Respect their time: As a general rule, shorter is better. I recommend keeping any email communication under 200 words. That will help keep your messages short and to the point. Ask for an appointment if you need more time to share information.
Describe How You Can Help Meet Their Needs
Messages should always restate their problem or question as you understand it, offer a potential solution or answer based on your understanding, and detail how your solution benefits them. If your email will be targeted to newer clients or leads higher up in your sales pipeline, it is also a good idea to include mention of relevant customer testimonials or endorsements.
Include a Call to Action
The call to action is a statement designed to result in an action by the reader. The most effective calls to action are clear and direct instructions and typically start with a command verb like “Click,” “Download,” or “Call,” and give your readers a reason why they should take the action. Calls to action are also a great way to encourage additional conversation.
The call to action, however, should never be inserted in a sales message before you have established your value. This is especially true in introduction sales emails. You can read about additional tips and strategies for making the most of your email in our article on email marketing.
Give Your Contact Information
Provide your customers and your potential clients with a way to contact you for more information at the bottom of your email. This is also known as your email signature. Your email signature should include your name, title, organization, and website. Many email signatures also include social media connections too. This is another easy way to let the client know that you want to hear from them through whatever communication channel is best for them.
Benefits of Follow-up Email Templates
Like all sales tools, sales email templates have both their benefits and their negatives. Many marketers swear by the speed at which they can draft a message, while others view them as being too impersonal. As a sales manager, you will need to decide whether email templates are a good fit for your sales strategy when writing a sales email.
Email templates offer a number of benefits to sales teams, such as:
- Increased productivity: Email templates greatly reduce the time required to draft email messages, freeing salespeople up to follow up with more leads.
- Extended sales reach: Email templates allow you to send large batches of emails at once, which helps get your message in front of more potential customers.
- Provide a uniform message: Email templates ensure that messages contain common language or reinforce your benefits, services, values, or commitments. Templates also help to ensure that critical information is included every time.
- Reduce training time: Templates can help new salespeople get up to speed fast on the language needed to best promote your products or services, reducing the need for lengthy training.
In general, the benefits of using follow-up emails to stay connected far outweigh any cons. With that in mind, however, over-reliance on an email template can make a message seem robotic or less personal. According to a study by BuzzStream, the average reply rate for emails which are obviously based on templates using merge fields is only 16%. And be sure to be respectful and personal to avoid being labeled as spam, which can hurt your sender reputation.
Frequently Asked Questions (FAQs)
How long should I wait to send my follow-up message?
If following up on a face-to-face meeting or initial phone call, it is best to send your email within the first 24 hours while the conversation is still fresh in your mind as well as the client’s mind. If you are following up on a voicemail or prior email follow-up request, it is best to wait 48 hours.
What is the best software for email tracking?
There are many available email tracking software programs out there to choose from. Most have additional features designed to improve your sales productivity. In our article on email tracker software programs, we have researched and highlighted some of the best for small business sales professionals.
Bottom Line
Sales email templates can be built to support every stage of your sales process. They can help accelerate sales growth by allowing you to reduce the amount of time needed to draft common messages. If written correctly, email templates can also help to ensure each message sent includes a call to action designed to move a lead along in the sales process.
You can manage your leads as well as your email templates in a single tool, depending on the CRM you choose. Pipedrive is a CRM that quickstarts your emails with its customizable email templates and allows you to see exactly where a lead falls in your sales process. You can take advantage of Pipedrive’s 30-day free trial to see whether its features work for your business.
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