Do you ever find yourself struggling to convert leads into customers? You're not alone.
Many sales teams face the challenge of getting a response from prospects after their initial contact. But what if we told you that there's a simple solution that can significantly increase your chances of closing the deal?
Enter the sales follow-up email.
A well-crafted sales follow-up email can be the difference between a lost opportunity and a closed deal. In fact, research shows that 80% of sales require five follow-up calls or more, and a well-timed and personalized follow-up email can increase response rates by 30%.
But how do you write a sales follow-up email that stands out from the dozens of emails your prospects receive every day?
In this ultimate guide, we'll walk you through everything you need to know to create effective sales follow-up emails that convert, including tips, best practices, templates, and more.
What is a Sales Follow-Up Email?
A sales follow-up email is a crucial part of the sales process that can make or break a deal. It is an email that you send to a prospect or customer after an initial contact has been made or a sales pitch has been delivered. The purpose of a sales follow-up email is to keep the conversation going and build a relationship with the recipient, ultimately leading to a sale.
Here are some statistics that show the importance of sales follow-up emails in the sales process:
- 80% of sales require five follow-up calls after the initial meeting, yet 44% of sales reps give up after just one follow-up. (Source: Marketing Donut)
- 63% of prospects who request information about your company will not purchase for at least three months, and 20% will take more than 12 months to buy. (Source: Marketing Donut)
- 92% of salespeople give up after four "no's," but 80% of prospects say "no" four times before they say "yes." (Source: Marketing Donut)
These statistics show that sales follow-up emails are critical to the sales process and demonstrate the importance of persistence in following up with prospects.
A sales follow-up email is a critical part of the sales process that keeps the conversation going and builds relationships with prospects and customers. By following up consistently and persistently, you can increase your chances of closing more deals and achieving your sales goals.
How to Structure a Sales Follow-Up Email Template
Structuring a sales follow-up email can be challenging, but here's a basic outline you can use as a guide -
1. Subject Line
Your subject line is the first thing your prospect sees, so make it compelling and attention-grabbing. Use language that is urgent, personalized, and relevant to your prospect's needs. For example, "Following up on our conversation: [Your Company Name]"
2. Greeting
Address your prospect by their name and use a friendly tone. Personalization can increase open rates by 29% and response rates by 50%.
3. Recap
Briefly remind the prospect of your previous conversation or interaction, and show that you were listening to their needs. This shows that you value their time and attention.
4. Value Proposition
Explain how your product or service can help the prospect solve their pain points or achieve their goals. Be specific and use examples or case studies to support your claims.
5. Call-to-Action (CTA)
Clearly state what you want the prospect to do next, whether it's to schedule a call, attend a demo, or download a resource. Use a strong and action-oriented verb, such as "schedule", "register", or "request".
6. Incentive
Consider offering a special offer or discount to incentivize the prospect to take action. This can increase response rates and help you stand out from competitors.
7. Closing
Use a friendly and professional tone to thank the prospect for their time and consideration. Provide your contact information and invite them to reach out with any questions or concerns.
8. Signature
End your email with a professional and polished signature that includes your name, title, and contact information.
By following this structure, you can create a sales follow-up email template that is clear, concise, and effective at converting prospects into customers.
11 Sales Follow-Up Email Templates
#1 After Initial Contact with a Prospect
Contacted a prospect and successfully went through the sales pitch together?
You felt great after the meeting, however, four days later, there was no response.
What do you do as a sales rep now? This is where your "touching the base", or a "quick call" comes into the picture. The most important part of this conversation is to seamlessly align your previous email and provide a concrete reason for their response.
Use the below follow-up email template if you come across any of these situations across your sales lifecycle -
Subject: Follow-up on our recent conversation
Hello [Prospect's Name],
I hope this email finds you well. I wanted to follow up on our recent conversation about [topic discussed]. It was a pleasure speaking with you, and I appreciated the opportunity to learn more about your business.
I wanted to touch base and see if you had any further questions or concerns about our [product/service]. I believe our solution could be a great fit for your needs, and I would love to set up a time to discuss this in further detail if you are interested.
Please let me know if you have any availability in the coming weeks to speak further, or if you would like more information on our offering.
Thank you again for your time and consideration.
Best regards,
[Your Name]
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#2 After a Trigger Event
Let's say a sales rep attends a trade show and has a great conversation with a prospect who is interested in their product. The sales rep should send a follow-up email after the trade show to thank the prospect for their time and provide any additional information they may have discussed during the conversation.
This email could include links to case studies or testimonials that demonstrate the value of the product, as well as a clear call to action to schedule a follow-up call or meeting.
The sales rep can maintain the momentum of the conversation and provide the prospect with valuable information that can help them make a purchasing decision. Additionally, the email provides a clear next step for the prospect, which can help to move the sales process forward.
Use the below follow-up email template if you come across any of these situations across your sales lifecycle -
Subject: Thank you for speaking with me at [Trigger Event] - follow-up and additional resources inside!
Hello [Prospect's Name],
I hope this email finds you well. I wanted to take a moment to thank you for taking the time to speak with me at [Trigger Event]. It was great to learn more about your business and your needs.
As we discussed, our [Product/Service] has helped many businesses in [Industry/Vertical] to achieve [Key Benefit/Outcome]. I believe it could be a great fit for [Prospect's Company] and would love to explore how we can help you achieve similar results.
To provide you with more information, I have attached a few case studies and testimonials that demonstrate how our product/service has helped businesses similar to yours. Please feel free to review them at your convenience and let me know if you have any questions.
I would love to continue our conversation and discuss how we can best support your business. Are you available for a quick call next week to discuss this further?
Thank you again for your time and consideration.
Best regards,
[Your Name]
#3 After a Free Trial
Sales reps often get ghosted by potential customers and often find themselves losing them altogether in their sales pipeline–and some reasons may include -
- Not liking your product or service enough to continue further
- The budget doesn't match
- The sales team may be too pushy
With the right follow-up email and subject line in place, such as the template below, you may try to win your potential customers back -
Subject: Your Free Trial is Over - Let's Take the Next Step Together
Hello [Customer Name],
I hope this email finds you well. I wanted to reach out to you after the completion of your free trial of our product. I hope you found it useful and that it met your expectations.
As a sales rep, I wanted to follow up with you to see how your experience was and answer any questions you might have. Did the product help you achieve your goals? Was there anything you particularly liked or didn't like about it? Your feedback is valuable to us as we continue to improve our product and customer experience.
I understand that you may be considering other options, but I strongly believe that our product is the best fit for your needs. Our product offers [list key features and benefits that set you apart from competitors]. I am confident that you will see the value in our product as you continue to use it.
I would love to schedule a call with you to discuss your experience and answer any questions you might have. We can also discuss how our product can help you achieve your goals and grow your business.
Please let me know if this is something you are interested in.
Thank you for considering our product, and I hope to hear from you soon.
Best regards,
[Your Name]
#4 After a Product or Service Demo
Regardless of what the future may hold, always follow up with the prospect from your last conversation and give them reasons to continue the conversation.
Keep the communication crisp and value-added, answer all questions over a follow-up email, and always think of ways to improve response rates.
Here's an example of a sales follow-up email after a product or service demo to get your customers to respond to you -
Subject: Follow-up on [Product] Demo - Let's Move Forward
Hello [Customer Name],
I hope this email finds you well. I wanted to follow up with you after our recent [Product] demo to see if you had any further questions or feedback on our product.
During the demo, I highlighted the key features and benefits of [Product] that can help streamline your workflow and increase efficiency. As a sales rep, I am confident that our product can help your business achieve its goals.
I understand that you may be considering other options, but I strongly believe that our product is the best fit for your needs. Our product offers [list key features and benefits that set you apart from competitors]. With our product, you can [insert specific business benefits or outcomes].
I would love to schedule a call with you to discuss any questions you might have and provide additional resources [link case studies, templates, calculators, ebooks that help them decide] and how our product can help your business grow. I am confident that our product can be a game-changer for your business.
Please let me know if this is something you are interested in. I am available at your convenience and look forward to hearing from you.
Thank you for considering [Product], and I hope to speak with you soon.
Best,
[Your Name]
#5 You Sent Pricing Details
Just sent your product's pricing quote and nervous about the response?
It's okay to be nervous after sending the quote–it's the moment of truth, right? Will they purchase the product or service or not?
Remember not to be pushy and contact them after 24 hours of sending the quote. If you sent the quote via email, it's best to wait a couple of days before sending that follow-up email.
Here's a follow-up email template after you sent the pricing details -
Subject: Let's Get Started! Book a Meeting to Discuss the Next Steps
Hello [Prospect's Name],
I hope this email finds you well. Thank you for considering our services and taking the time to review the pricing quote I sent you. I am excited to follow up with you and discuss the next steps for working together.
Our services can provide great value to your business and help you achieve your goals. We have a team of experts who are dedicated to delivering high-quality results and ensuring our clients are satisfied with the work we do.
I would like to invite you to schedule a meeting with me to discuss your needs in more detail. This will be a great opportunity to ask any questions and learn more about how we can help your business succeed. During the meeting, we can discuss the best approach for your project and explore how we can work together to achieve your goals.
Please let me know your availability, and I will be happy to schedule a meeting at your convenience. I look forward to hearing back from you and taking the next steps together.
Thank you for considering our services.
Best regards,
[Your Name]
Here's a follow-up email template if they do not respond to the above email -
Subject: Discover Our Features and Pricing - Let's Take Your Business to the Next Level
Hello [Prospect's Name],
Thank you for your interest in our services. I'm excited to follow up with you and provide more information about the features and pricing of our service.
At [Company Name], we pride ourselves on delivering high-quality results that help our clients succeed. Our service is designed to meet the unique needs of your business, with a range of features that can be customized to fit your requirements.
We offer a variety of services that can help take your business to the next level, including [list the main features of your service]. Our team of experts will work closely with you to understand your needs and develop a customized solution that meets your goals.
In terms of pricing, we offer competitive rates that are based on the scope of your project and the specific services that you require. Our pricing is transparent, and we provide detailed quotes that outline all the costs involved in your project, so you can be confident that you are getting the best value for your investment.
I would like to invite you to schedule a meeting with me to discuss your needs in more detail and provide a customized quote for your project. We can also explore how our service can help you achieve your business goals and answer any questions you may have.
Please let me know your availability, and I will be happy to schedule a meeting at your convenience. I look forward to hearing back from you and discussing how we can work together to take your business to the next level.
Thank you for considering our services.
Best regards,
[Your Name]
#6 Following Up to Invite the Prospect to Attend a Webinar
Putting together a webinar can be daunting, especially when it's intended to bring in leads, launching a new product or feature, or even a product demo.
How do you get more people to attend your webinar and improve attendance rates?
Listing out the benefits and what the webinar holds for the attendees is a good place to start, but how do you write a sales follow-up email template that gets them to open your email and attend?
Here's an example of a sales follow-up email template asking your attendees to attend the webinar -
Subject: Don't Miss Out! Join Our Webinar to Learn How Our Product Can Transform Your Business
Dear [Prospect's Name],
I hope this email finds you well. As a valued prospect, I wanted to personally invite you to our upcoming webinar, where you'll discover how our product can help transform your business.
Our product is designed to [briefly describe the main benefits of your product]. During the webinar, you'll have the opportunity to see firsthand how our product can help streamline your processes, save you time and money, and improve your bottom line.
Here are the details of the webinar:
Webinar Title: [Webinar Title]
Date and Time: [Date and Time]
In this webinar, you'll learn:
- [List the main topics or features that will be covered in the webinar]
- [Highlight any special guest speakers or industry experts who will be participating]
You'll also have the opportunity to ask any questions you may have about our product and how it can benefit your business.
We believe that our product can provide great value to your business, and we want to ensure that you have all the information you need to make an informed decision. That's why we're offering this webinar as a free resource to help you learn more about our product and how it can benefit your business.
Don't miss out on this opportunity to discover how our product can help take your business to the next level. To register for the webinar, simply click on the link below:
[Insert registration link]
If you have any questions or concerns, please don't hesitate to reach out to me. I look forward to seeing you at the webinar and discussing how our product can help transform your business.
Thank you for considering our services.
Best regards,
[Your Name]
- [List the main topics or features that will be covered in the webinar]
- [Highlight any special guest speakers or industry experts who will be participating]
You'll also have the opportunity to ask any questions you may have about our product and how it can benefit your business.
We believe that our product can provide great value to your business, and we want to ensure that you have all the information you need to make an informed decision. That's why we're offering this webinar as a free resource to help you learn more about our product and how it can benefit your business.
Don't miss out on this opportunity to discover how our product can help take your business to the next level. To register for the webinar, simply click on the link below:
[Insert registration link]
If you have any questions or concerns, please don't hesitate to reach out to me. I look forward to seeing you at the webinar and discussing how our product can help transform your business.
Thank you for considering our services.
Best regards,
Pam Beesly
#7 Follow-Up Email After No Response
If you haven't received a response to your follow-up email, don't worry.
Sometimes it takes time for leads to make a decision or even notice your email in the first place. Without a reply, it's hard to know whether the prospect is genuinely interested or just unsure about your product or service.
To increase your chances of getting a response, consider sending a polite reminder of your previous emails and reiterate the benefits of your product or service. The key is to strike a balance between persistence and pushiness, so that you don't offend your prospect or make them feel pressured to respond.
Subject: [Prospect's Name], Are You Still Interested in [Product/Service]?
Hello [Prospect's Name],
I hope this email finds you well. I wanted to reach out to you because I noticed that I haven't heard back from you since our last conversation about [product/service]. I'm writing to check in and see if you're still interested in learning more about how our [product/service] can benefit your business.
I understand that you may be busy and receive a lot of emails, but I wanted to remind you that our [product/service] can help you [briefly describe the main benefits of your product/service]. I believe it would be a great fit for your business and could help you achieve [specific business goals].
If you're still interested, I would love to schedule a quick call or meeting with you to discuss your business needs and how our [product/service] can help you reach your goals. We can also address any questions or concerns you may have about our product or service.
I know your time is valuable, so I've included a link to my calendar where you can select a date and time that works best for you: [insert calendar link].
If you're no longer interested, please let me know so that I can remove you from my list and stop sending follow-up emails. But if you are still interested, I'm here to help you in any way I can.
Thank you for your time, and I look forward to hearing from you soon.
Best regards,
[Your Name]
#8 To Provide Case Studies or Customer Testimonials
If you're a sales rep, you know that testimonials and case studies are powerful tools for building trust and credibility with your prospects. They provide social proof and demonstrate how your product or service has helped other businesses like theirs.
However, getting your prospects to provide you with these valuable resources can be a challenge.
That's where follow-up emails come in.
By sending a polite reminder to your prospects and emphasizing the benefits of providing testimonials or case studies, you can increase your chances of receiving these valuable resources and closing more deals.
Use the following sales email template -
Subject: [Prospect's Name], Valuable Case Studies and Testimonials to Help with Your Decision
Hello [Prospect's Name],
I hope this email finds you well. I wanted to follow up with you regarding our previous conversation about our [product/service]. As promised, I have attached some relevant case studies and testimonials that demonstrate how our [product/service] has helped businesses similar to yours achieve their goals.
I understand that making a decision can be challenging, and I hope that these resources will help you see the value that our [product/service] can provide for your business. These case studies and testimonials showcase how our [product/service] has helped businesses like yours [briefly describe the benefits].
I believe that our [product/service] can provide great value to your business, and I would be happy to discuss how we can help you achieve your goals. If you're interested, I would be more than happy to schedule a call or meeting with you to discuss your business needs and how our [product/service] can meet those needs.
Please let me know if you have any questions or if there's anything else I can provide to help you make a decision. I'm here to help and would be happy to address any queries you may have.
Thank you for your time, and I look forward to hearing back from you soon.
Best regards,
[Your Name]
#9 Asking to Introduce New Features or Updates of your Product
Introducing new product features or updates not only demonstrates your commitment to improving your offerings, but also shows that you are invested in your prospects' success. However, simply announcing these updates through a one-time email may not be enough to grab your prospect's attention.
That's where follow-up emails come in.
Sending regular updates and highlighting the benefits of these new features can keep your prospects engaged and informed, and increase your chances of closing more deals.
Subject: Introducing [New Product Features/Updates] - [Prospect's Name], You Don't Want to Miss This!
Hello [Prospect's Name],
I hope this email finds you well. I wanted to follow up with you regarding our [product/service] and share some exciting news. We've recently introduced some new [product features/updates] that we believe will be of great value to your business.
Our latest [product features/updates] offer [briefly describe the benefits of the new features/updates]. We're confident that these updates will help your business achieve its goals more efficiently and effectively than ever before.
We'd love for you to be one of the first to try these new features/updates and see for yourself the difference they can make. To that end, we'd like to offer you an exclusive opportunity to try them out before anyone else. We believe that once you see the benefits for yourself, you'll be convinced that our [product/service] is the right solution for your business.
If you're interested in learning more about these new features/updates, or if you'd like to schedule a demo or call with one of our experts, please don't hesitate to reach out. We're here to answer any questions you may have and help you get the most out of our [product/service].
Thank you for your time, and we look forward to hearing back from you soon.
Best regards,
[Your Name]
#10 Asking for a Referral
Initiating contact with potential clients is a fundamental aspect of any business strategy.
Nonetheless, it's vital to understand that not every person you connect with will possess the authority to purchase your product or service. Therefore, it's crucial to identify the appropriate decision-maker who can recognize the worth of your offerings.
Follow up with your prospect and politely request them to introduce you to the relevant person who you should be speaking with. With this approach, you can reach the appropriate referrals and boost your chances of sealing the deal.
Subject: Can you help us connect with your network?
Hello [Prospect],
I hope this email finds you well. We enjoyed speaking with you about our product and how it can benefit your business. We value our clients and their referrals, and we are reaching out to you to ask for your help.
We believe that your network could benefit from our product just as much as you have. If you know anyone in your network who could benefit from our offerings, we would be grateful for an introduction.
Our team is committed to providing exceptional service and support to all of our clients, and we would be thrilled to extend our services to your network. We are confident that our product can provide immense value to businesses just like yours.
If you are willing to make an introduction, please let us know, and we will take it from there. We appreciate your time and look forward to hearing back from you soon.
Best regards,
[Your Name]
#11 To Gather Feedback or Testimonials
Subject: How Was Your Experience with [Product/Service]? We'd Love to Hear Your Thoughts!
Dear [Customer Name],
I hope this email finds you well! I wanted to check in and see how you've been enjoying [Product/Service]. We strive to provide the best customer experience possible, and your feedback is incredibly valuable to us.
We'd love to hear your thoughts on how [Product/Service] has been working for you. Has it met your expectations? Are there any particular features that you love or wish were improved? We want to make sure that we're delivering the best possible product/service to our customers, and your insights can help us achieve that.
In addition, we'd also love to feature your testimonial on our website and social media pages. Your positive experiences with [Product/Service] can help others make an informed decision and trust us as a reliable brand.
As a token of our appreciation for your time, we're offering [insert incentive/reward here]. Whether it's a discount on your next purchase, a chance to win a prize, or any other reward, we want to show our gratitude for your valuable feedback.
So, what do you say? Are you up for sharing your thoughts and experiences with us? Simply reply to this email, and we'll take it from there.
Thank you in advance for your time and feedback. We truly value your support and trust in our brand.
Best regards,
[Your Name]
Best Practices to Write Follow-Up Emails for Higher Response Rates
1. Timing
Follow up within 24-48 hours after initial contact. According to Hubspot, the odds of qualifying a lead drops by 80% after 5 minutes of initial contact.
2. Personalization
Address the prospect by their name, reference previous conversations, and show genuine interest in their needs. Personalized emails have a 29% higher open rate and 41% higher click-through rate.
3. Keep it Brief and to the Point
Get straight to the point and avoid long, wordy emails. A study by Boomerang found that emails between 50-125 words have the highest response rates.
4. Provide Value
Offer helpful resources, insights, or solutions to their pain points. 56% of consumers are more likely to buy from a company that offers personalized content.
5. Use a Clear Call-to-Action (CTA)
Make it clear what you want the prospect to do next. Whether it’s to schedule a call, watch a demo, or download a free trial, a clear CTA can increase response rates by 371%.
6. Add a Sense of Urgency
Encourage the prospect to take action now by highlighting limited-time offers or deadlines. A study by Omnisend found that emails with a sense of urgency have a 22% higher open rate.
7. Proofread and Edit
Typos and grammar errors can hurt your credibility and decrease the likelihood of a response. Take the time to proofread and edit your email before sending it.
8. Follow Up
If you don’t get a response after your initial email, follow up with a second and possibly third email. Research shows that 80% of sales require five follow-up calls or more.
By implementing these best practices, you can increase your chances of getting a response and ultimately closing the sale.
Wrapping Up,
In conclusion, crafting effective sales follow-up emails can significantly increase your chances of converting leads into customers. By implementing the tips and best practices discussed in this guide, you can create compelling emails that resonate with your prospects and encourage them to take action.
Remember to keep your emails personalized, brief, and valuable, and always include a clear call-to-action that motivates your prospects to engage with you. And don't forget to proofread and follow up with your prospects to keep the conversation going.
If you're looking for a powerful sales intelligence tool to help you manage your follow-up process, Salesken is here to help. With advanced AI-powered features that help you analyze conversations, improve your messaging, and close deals faster, Salesken is the ultimate solution for sales teams looking to level up their game.
So why wait? Book a demo with Salesken today and take your sales follow-up game to the next level!
