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 gives a reason to continue the conversation. Email templates are used to 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
| Cold Call Email | Use this message within 24 hours of an initial introductory phone call |
| External Trigger Event Email | When you’ve identified a new lead following an external event outside of your control, like new regulations |
| Lead Magnet Sign-up Email | After a lead sets off an automatic online trigger, like a newsletter sign-up or white paper download |
| Web Inquiry Contact Email | When a prospect has filled out a contact form on your website within the last 24 hours |
| Inbound Call | After a prospect has dialed your office directly and spoken with someone at your company |
| Networking or Public Event Email | Use after someone spoke with you at a tradeshow or networking event and expressed interest in a follow-up |
| Double Tap Email | You have followed up once already with no response from the client |
| Face-to-Face Meeting Email | You have met with a prospect or client in a one-on-one setting within the last 24 hours |
| New Proposal or Quotation Follow-up Email | After you have verbally given pricing within the last 24 hours or are issuing a formal proposal |
| Proposal or Quotation Second Follow-up Email | Use this when you’ve issued a proposal or quotation but have not received an order |
| Resolved Service Call | After quality or service complaint has recently been resolved within the last 24 to 48 hours |
| Lead Gone Cold Email | Use when a lead has stopped answering phone calls or responding to emails for more than two weeks |
| Request for a Second Chance | 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 shortly after a cold introductory phone call. This type of prospect is one of the newest leads in the sales pipeline, and therefore your follow-up message is at the highest risk of being ignored, discarded, or marked as SPAM.
For this reason, you will need to appeal to them personally and use clear, direct language regarding your number one benefit to them in the message and subject line. Do not give into 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: Next Steps to Help You with [X]
Dear ____,
Thanks for taking the time to talk to me on [date of conversation].
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]
2. External Event Sales Follow-up Email
An external event email is triggered by noteworthy external events such as 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.
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 reflects that.
External Event Sales Follow-up Email Template
Subject line: Congrats on [noteworthy event], [reason its noteworthy].
Dear ____,
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 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]
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 buy funnel.
Lead Magnet Sales Follow-up Email Template
Subject line: 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]
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.
Web Inquiry Sales Follow-up Email Template
Subject line: Your interest in [keyword related to contact form]
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.
Would you be available [suggested date and time]?
I look forward to hearing from you,
[Name]
5. Inbound Call Sales Follow-up Email
You use the inbound call follow-up email 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 a customer-centric partner by proving 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 ____,
Thanks for 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]
6. Networking or Public Event Follow-up Email
The event follow-up email is the message you send immediately to qualified leads following networking visits like trade shows 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 Fellow [Unusual word or phrase tied to meeting topic]
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.
Would you be available [suggested date and time]?
I look forward to hearing from you,
[Name]
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, 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]
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]
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 should ask for clarification regarding next steps.
Proposal or Quotation Second Follow-up Email Template
Subject line: Our solution for [customer name]
Dear ____,
I wanted to follow-up and make sure you received our proposal outlining how we might be able to provide [customer name] with [the number one benefit you can provide].
Are there any other questions or concerns I can address? What are the next steps?
I look forward to hearing from you,
[Name]
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 had 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]
11. Resolved Service Call Follow-up Email
Use the resolved service call follow-up 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. 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 a service recovery 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 helping us improve!
Dear ____,
I would like to apologize for [incident] and would like to thank you for bringing it to my attention. 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]
12. Cold Lead Follow-up Email
A lead can 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. 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]
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 re-stating your benefits. It should also include any changes to your product, personnel, or service offerings which 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 would have attached additional information related to [improvement] for your reference. Or 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]
Tips for Creating Your Own Sales Follow-up Email
When crafting a sales follow-up message, your style can be as unique as you are and formulated to the market you work in. However, all sales messages should be written keeping the goal of moving a lead along in the sales process in mind.
Here are five 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 as 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 – Keep your messages short and to the point. You can always close it with an offer of a follow-up appointment or phone call to discuss further.
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.
“Write each email message for a specific buyer persona (and what they care most about). Remember, it truly is all about **them**, not you. While you certainly have your goals to achieve, your prospects and clients will completely tune you out if you aren’t focused on their goals, plans, and challenges.”
– Joshua Feinberg, President, Data Center Sales & Marketing Institute, a Division of SP Home Run Inc.
“Write each email message for a specific buyer persona (and what they care most about). Remember, it truly is all about **them**, not you. While you certainly have your goals to achieve, your prospects and clients will completely tune you out if you aren’t focused on their goals, plans, and challenges.”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.
Pros & Cons 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.
Pros of the Follow-up Email Template
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 all 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.
Cons of the Follow-up Email Template
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 percent. The reply rate is further reduced by 1.3 percent if an attempt at personalization in the email is deemed irrelevant or cursory.
Other risks include:
- Loss of trust – Emails sent with misspellings, blank mail merge fields, or poor grammar can reduce a potential client’s confidence in your business or product.
- Increased Risk of Being Labeled SPAM – Email templates featuring generic language are more likely to be flagged by a client’s email server as potential SPAM than a message tailored to them, especially if you have not communicated with the client before.
- Annoyance – Too many follow-up attempts with a single contact can come across as annoying, which can cost you the sale regardless of your benefit.
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 clients. 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.
Submit Your Comment
Disclaimer: Reviews on FitSmallBusiness.com are the product of independent research by our writers, researchers, and editorial team. User reviews and comments are contributions from independent users not affiliated with FitSmallBusiness.com's editorial team. Banks, issuers, credit card companies, and other product & service providers are not responsible for any content posted on FitSmallBusiness.com. As such, they do not endorse or guarantee any posted comments or reviews.
You must be logged in to comment. Click a "Log in" button below to connect instantly and comment.