10 sales follow-up email templates to boost conversions
The right sales follow-up email can be the difference between making a sale or not making one—we’ve got the templates to help you cross the finish line.
By Donny Kelwig, Contributing Writer
Last updated August 16, 2023
Every salesperson who engages in email outreach wants to bat a thousand. The hope is that the first email sent to a potential client immediately leads to a sale—no follow-up sequence necessary. Reps daydream about crafting an email so strong that open rates and response rates reach 100 percent.
Unfortunately, one cold email seldom keeps a rep’s pipeline full. Merely 8.5 percent of outreach emails even get a reply. For the majority of sales professionals out there, the initial email to a prospect is only the beginning of their outreach efforts. That’s why writing compelling sales follow-up emails and sending them at the right time is a critical skill.
Getting no response to a sales email isn’t uncommon. But sending the right follow-up can significantly boost your chances of receiving responses—and closing deals.
So, how do you write a good sales follow-up email?
The email templates below—organized by five use cases—will help you do just that.
In this article, we’re going to discuss:
- Sales follow-up email examples
- Sales follow-up email templates
- Sales follow-up email mistakes
- Improve follow-up open rates
Sales follow-up email examples
Before we dive into templates, it’s important to understand when to do a sales follow-up. Your leads likely receive hundreds of emails a day, and it’s crucial to your success that your emails don’t come across as spam.
Here are the top use cases for sending a sales follow-up email:
- After a trigger event
- After recently speaking with a prospect
- After a demo
- After sending a quote
- After you don’t get a response
10 sales follow-up email templates
Here are 10 follow-up email templates to help boost your sales.
Use case 1: A trigger event occurred
A trigger event is any action that suggests a lead is considering purchasing your product or service. Maybe you notice a lead signed up for a free trial or your company’s newsletter. Or, perhaps you see that a potential customer opened the last email you sent.
What should you write in this type of follow-up email? Whatever the trigger event, it’s smart to reach out with a follow-up email to introduce yourself and offer something of value to the prospect as soon as possible. In B2B sales, this could be a case study or an invitation to a networking event, for example.
Follow-up email template #1
Short, sweet, and straight to the point, this template is ideal for a prospect who has signed up for a free trial. It not only gives them more information on ways to make the most out of their trial period but also positions you as a helpful resource.
Email subject line: Looking for more information?
Hi [Contact Name],
I noticed that you signed up for our free trial. I have some resources that are great for getting started with [Product/Service Name]:
Please let me know if you have any questions or can’t find a certain feature. I’d be happy to help.
Follow-up email template #2
If you find that a prospect opened a previous email you sent, use the follow-up as an opportunity to tell them more about your product/service and how it can help them take their business to the next level by solving an industry pain point.
Email subject line: [Contact Name] <> [Your Company Name]
Hi [Contact Name],
I hope all is well. I wanted to take a moment to talk about a big problem facing your industry and how I can help you with [pain point].
Would you like me to schedule some time for us to go over any questions you may have? How about [day] at [time]?
Following up right after a trigger event is a great way to naturally start a conversation with a prospect. Instead of contributing to the clutter in your prospect’s inbox, offer additional information or quick tips that can help them improve their business right away. If the content you send is useful, there’s a good chance the prospect will trust you enough to reach out about your product or service.
Use case 2: You recently spoke to a prospect
Whether you met a prospect at a networking event or a prospect reached out to you because of compelling marketing materials, send a message as quickly as possible to further gauge their interest in your product or service.
If you’re sending a follow-up email to someone you spoke with at an event, do it one or two days afterward. You’ll still be able to recall the initial conversation, what you learned about the prospect, and their level of interest. Most importantly, they’ll be more likely to remember you.
What should you write in this type of follow-up email? Reference what you chatted about, and offer to provide additional value. Ideally, your sales email should be between 50 and 125 words. It’s a sweet spot that you should keep in mind whenever you email a prospect. You’re not delivering a full-blown piece of content complete with infographics; you’re giving prospects a small taste of what they can expect from your product or service.
Follow-up email template #3
If you told a prospect you’d do something—do it. Don’t wait too long to send information that you promised to share with a prospect.
Email subject line: As promised, more info about [Your Company Name/Product/Service]
Hi [Contact Name],
I enjoyed talking with you at [Event Name] and appreciate your interest in [Your Company Name].
As promised, I’m sending information about [something specific you discussed at the event]. From my experience at [Your Company Name], I know that [pain point] is difficult for startups like yours. [Your Company Name] has worked with [X number] companies to overcome this issue. I believe we could help [Contact’s Company Name] do the same.
Would you be interested in a call to discuss your company’s needs in-depth? If so, would [date] at [time] work for you?
I look forward to hearing from you.
Follow-up email template #4
Sometimes, it’s better not to mess with a classic. If you recently spoke with a prospect who expressed interest, sending them a polite thank-you note is a great way to keep your product or service top of mind.
Email subject line: Thanks for your interest!
Hi [Contact Name],
Thank you for reaching out. I would love to share more details about our product and how it matches [Contact Company Name]’s needs. Is [contact number] the best way to reach you?
You should also make it easy for prospects to respond to your requests for meetings. Include a link to your calendar or a scheduling tool like Calendly in your message. The less effort it takes for a prospect to set up an appointment, the more likely they’ll do it.
Use case 3: You called a prospect or performed a demo
During your demo, always find a reason to follow up with the prospect and continue the conversation. For example, if the prospect asks about a certain product feature, answer the question but let them know that you’ll provide more details via email.
What should you write in this type of follow-up email? Offer more value than just a generic email about checking in or touching base. Use your email subject line in a meaningful and deliberate way to grab the prospect’s attention. The more specific you are, the more inclined they’ll be to open the email, especially if they remember your conversation. If you recently completed the demo, the prospect should already know what you’re alluding to—an effective subject line will serve as a light reminder and increase open rates.
Follow-up email template #5
If you shared information about a particular feature that piqued the prospect’s interest, follow up on it. Make sure the prospect has all the information they need about the specific feature you talked about.
Email subject line: Here’s more info on [specific feature]
Hi [Contact Name],
I have to say, I enjoyed our conversation earlier! I’m excited about the possibility of working with [Contact’s Company Name] and assisting with [pain point].
As promised, attached is additional information about [specific feature]. Please let me know if you have any questions by replying to this email or giving me a call at [your phone number].
Follow-up email template #6
Assuming your call with a prospect went well, take that positive energy and carry it over into your follow-up email. Outline the next steps, and provide a clear call to action (CTA) so the prospect knows exactly what you want them to do.
Email subject line: I enjoyed speaking with you today!
Hi [Contact Name],
Thanks so much for the call earlier today! I learned a lot about [Contact’s Company Name], and I think there’s a way for us to help one another.
If you’re interested, I can schedule a demo on [date] at [time]. Please let me know if you would like to move forward.
Even if your call or meeting went well, you might not hear back from a prospect immediately after sending this email. Try following up by phone instead. If you’re sent to voicemail, send another follow-up email immediately.
Be sure to personalize all your follow-up emails, too. Is there anything you saw on the prospect’s company website or social media account that might help you form a connection with them? Jot down some key takeaways, and make sure you include them in your follow-ups with the prospect.
Personalized emails will make you look less like a sales rep reaching out and more like a trustworthy adviser. Your reply rate will thank you.
Use case 4: You sent a pricing quote
It can feel intimidating to follow up with a prospect after sending a quote. It’s the moment of truth: Will they commit to your product or service?
What should you write in this type of follow-up email? Be direct but not pushy. If you gave a verbal proposal, send the first follow-up within 24 hours. If you sent the quote via email, wait a couple of days. Stay cool, calm, and collected—don’t jump the gun with an overeager follow-up email that reeks of desperation.
Follow-up email template #7
You sent the pricing quote, and now you’re playing the waiting game. In the meantime, maintain contact with the prospect by offering to clear up any questions or concerns they might have.
Email subject line: Any questions?
Hi [Contact Name],
I wanted to follow up on the quote I sent on [day], which covered the features we can offer [Contact’s Company Name] to help you improve [pain point].
Can I answer any questions?
I look forward to hearing from you!
Follow-up email template #8
Do you know those TV shows that give you a dramatic recap of what happened in the previous week’s episode? Essentially, this is the sales email version of that. Remind your prospect what they might miss out on if they pass up your product or service. Laying out benefits and inspiring FOMO is a tactful way to get the ball rolling.
Email subject line: Proposal recap
Hi [Contact Name],
I’m following up to see if you received my quote outlining the features and pricing of our product? As a reminder, our software package would include:
Do you have any questions?
I look forward to hearing from you!
The prospect may have forgotten all the benefits you told them about in your previous conversation. It’s your job to remind them in the follow-up email. Even if you have to reiterate some of the things you mentioned in your original email or phone call, make sure you highlight everything the prospect stands to gain from your product or service.
Use case 5: You never got a response
If you hear only crickets after sending a follow-up email, don’t get discouraged. Waiting for replies takes patience.
What should you write in this type of follow-up email? Maybe your lead missed your past emails completely. Perhaps they’re on the fence about your product or service. With zero response, it’s impossible to know which one it is. That’s why it’s crucial to send your prospect a reminder of previous emails you sent and to tell them again how your product or service can help them—without sounding pushy or offended by their radio silence.
Follow-up email template #9
If a prospect showed interest in your product or service at one point and isn’t responding, it doesn’t necessarily mean they’re ghosting you. Follow up with an email that serves as a temperature check while remaining friendly and helpful.
Email subject line: Still interested?
Hi [Contact Name],
I haven’t heard from you since I reached out on [date, time]. I wanted to reach out again and assess your interest in our product and improving [pain point].
Let me know if you have any concerns. I’m more than happy to answer questions.
Follow-up email template #10
If worse comes to worst and you haven’t received a reply after multiple follow-up emails, you can always try the following message to create a sense of urgency.
Email subject line: Close your file?
Hi [Contact Name],
My company is cleaning our sales pipeline. Unfortunately, I haven’t heard from you, so I assume that you are no longer interested or do not require [your company’s product/service].
If that’s the case, is it OK to close your file? If you’re still interested, [suggest next steps].
I appreciate your help.
Like the email examples above, craft your subject line to grab a reader’s attention, especially if they haven’t responded to your other emails. Shorter subject lines (no more than 50 characters) are typically more effective.
Also, remember to vary your approach when necessary. If you’ve sent a follow-up email sequence but seen zero engagement from someone, they’re probably not worth pursuing. Focus on prospects who are, at the very least, opening emails or responding to them.
Sales follow-up email mistakes to avoid
Want more tips to increase your chances of success? Here are six things to avoid when following up with prospects.
Slow response time
The biggest mistake you can make is not following up promptly. No matter how good a sales call or interaction went, it’s imperative to follow up quickly. You want your prospect to feel important and valued. You also want to make sure they have a written record of key information they might forget.
As a general rule, follow up with your prospects within 24 hours of making contact. You’ll keep the momentum going, and potential clients will see firsthand that you’re thorough, thoughtful, and on top of business. These are all attributes that will inspire trust and help convince a prospect to buy.
Including unnecessary information
An email that looks overwhelmingly long is often immediately deleted or put off and then forgotten. Every word counts in a follow-up message. A well-written, concise follow-up email can be scanned and absorbed in a matter of seconds. The longer your message gets, the more likely a prospect won’t have the time or attention span to read it.
Crowding your email with unnecessary information or chatter also buries your point. You don’t want your sales pitch or sales letter overshadowed by pleasantries or tangents. Hiding critical sales points in long paragraphs of texts will lead to readers missing the core of your offering and losing interest.
Lack of context or information
Ensure your follow-up email is in the same thread as your initial message (or restates what you are following up on). Using vague language or referencing a non-specific call or interaction might leave your prospect scratching their head and wondering who they’re hearing from.
Poor grammar or structure
Spell check or proofread your email before you send it. The few minutes you invest in reviewing your work can mean the difference between a prospect moving forward or ignoring you because of unprofessional typos.
You also want to structure your emails in an easy-to-read format. If your message looks like a mess, not many people will bother to read it—let alone trust you and your company.
Impersonal or robotic messages
Messages that sound like they were automatically generated by a bot will turn off prospective buyers. You want customers to feel important. So, the more specific and personal your message is, the more prospects will want to communicate with the person contacting them. No one feels obligated to respond to a seemingly automated email.
Avoid common phrases that are devoid of meaning, such as “wanting to touch base,” “just checking in,” or “circling back around.” These empty phrases take up space. Make sure every word you use is accomplishing something.
Don’t be afraid to use colloquial language or even tasteful humor to engage your prospects. Using ornate or obscure vocabulary may be tempting, but it can alienate readers. Clear writing, specific information, and skimmable content are much more engaging. While sales scripts are helpful starting points for sales reps, they should be familiar enough with the product and potential clients to use their own words to connect with people.
Not making it easy for the customer
Your follow-up emails must contain an obvious and actionable CTA. If a prospect likes your product, you want it to be as simple as possible for them to take the next step toward buying it. Be specific about what that next step is, and include links or buttons that will take them there. If it’s not easy to proceed in the process, many potential customers won’t bother.
How to use data to improve follow-up open rates
While certain tactics—like writing strong email subject lines and sending follow-up emails around midday—can help increase your open rates, nothing is more impactful than leveraging data. Collecting key information about your existing client base will enable you to discover the best ways to engage prospective buyers. Invest in a solid sales engagement platform to keep your customer data organized and accessible.
Email analysis is a common feature in sales software and can give you real-time insights into how customers are interacting with your company’s emails. Come up with clear goals, and then use those analytics to create strategies to achieve your objectives. For example, if your goal is to increase the number of email newsletter subscribers, track which messages yielded the most sign-ups in the past.
As you familiarize yourself with what works for your business, you can automate customized engagements and messages. This will streamline the process of converting leads into customers. You can also further refine your sell sheet or sales deck, both of which can be good references to include in your follow-up emails.
Using a power dialer can be beneficial, too. Not only do power dialers allow you to automate outbound calls, but they can also collect useful customer data and send follow-up emails directly after calls. While phone conversations are an excellent way to connect with consumers, following up with the right emails gives prospects the right information at the right time.
Email automation is also vital to developing a streamlined and effective sales follow-up process. The more data you track and analyze, the more you’ll be able to fine-tune your messaging over time. Automating email messages is a natural step in taking your sales team to the next level.
Start making sales with your follow-up email templates
Now that you’ve seen the type of follow-up email templates that can help drive sales, you need a way to organize and monitor all that customer data once it starts pouring in.
Using customer relationship management (CRM) software like Zendesk Sell is a great way to keep track of each sales follow-up email (and other customer metrics).
Zendesk Sell allows you to send emails directly through the platform and categorize responses. It also helps you avoid sending embarrassing duplicate emails. You can use follow-up templates on the platform or insert your own so you don’t have to start from scratch every time.
Request a demo of Zendesk Sell today, and see what top-of-the-line email automation software can do for your sales team’s efficiency and success.
A customer journey map helps companies understand the entire customer experience—from discovery to advocacy and every touchpoint in between.
Arm your business with the tools you need to boost your income with our interactive profit margin calculator and guide.
A buyer persona is essential for understanding and reaching prospects. Here's our guide on crafting personas that take sales to the next level.