Follow-up Email Templates
The ultimate collection of 50 Successful Follow-up Email Templates that you can use in your sales outreach campaigns to generate warm leads
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You jump on a demo with them.
And they sign up for the product.
It looks so smooth and simple, doesn’t it?
But that’s too good to be true.
The reality is–no replies, common ghosting, and prospects forgetting to attend demos. The best way to not give up after all this is to follow up effectively. Here’s why follow-ups are important:
- 80% of sales require 5 follow-up phone calls after the meeting.
- 63% of people requesting information on your company today will not purchase for at least three months – and 20% will take more than 12 months to buy.
- If you follow up with web leads within 1 minute, you’ve 391% more chances to convert them.
Very clearly, fortune favors the salesperson who follows up. But how can you write effective ones for all the different stages in the sales process? In this article, we share a collection of sales follow-up email templates for different scenarios you can use in your sales email campaigns.
How To Write a Follow-up Email?
You are writing a follow-up because your cold email didn’t hit the mark. So, going for the basic follow-up template where you give away the reason for your email- following up, right from the subject line won’t do the job. You need an email that’s as unique or even better than the first email you sent them. And here’s a 4-step framework to write such follow-ups:
1. Use an Attention-Grabbing Subject Line
Your email subject line has one job – get your prospects to open your email. It should be catchy, relevant, or both to grab their eyeballs and urge them to click open your email.
To create subject lines that are catchy and relevant, talk about:
- Pain points prospects might have
- Your customers, who are their direct competitors
- Industry-wide problems
- Industry-specific jokes
2. Go for a Contextual and Compelling Introduction
Introduction is that bridge between the subject line and the email body where you discuss the reason for your email. And just like subject lines, you can begin with pain points, competitors, or even jokes as long as it does two things:
- Satiate the curiosity that made prospects open your email by giving more context to your subject line.
- Compel them to read further by segueing smoothly into the reason for your email.
3. A Body That Mentions the Reason for Your Email
This might be new to you, but you can write a follow-up email without using the word ‘follow up’. Phrases like ‘just following up’ or ‘touching base’ reek off your desperateness for a sale. So, what can you write (or do) instead?
Talk about their pain points, take them through the before-after bridge, give them a glimpse of what would go wrong if they don’t address the issue in time, and reel them in using value.
Here are some ways to provide value:
- Offer them a free trial
- Throw in a case study, pitch deck, or other useful resources
- Offer free advice on how to deal with their pain points
4. Wrap It up With a Soft CTA
A soft call to action makes the prospects feel that the ball is in their court. And asking for a meeting certainly won’t make them feel this way. So, here are some CTAs you can include in your follow-ups:
- Worth a chat?
- Would you be interested in taking a look?
- Is this worth your time?
50 Sales Follow-up Email Templates To Achieve More Sales
1. Follow-up Email After No Response
When to use: When the prospect has not responded to your cold email .
What To Write In a Follow-up Email After No Response?
- Provide value instead of mentioning you just wanted to follow up in the form of a relevant case study or a helpful resource.
- Be specific on how you can help them – talk about results you would help them achieve.
- Emphasize that you are reaching out again because you genuinely believe they are a great fit for your product.
Sample Follow-up Emails After No Response
Here are eight sample templates that you can use when the prospect has not responded to your email.
Discover the techniques and templates for writing a follow-up email after receiving no response.
2. Asking for a Referral Follow-up Email Templates
When to use: When you don’t think you have reached out to the right decision-maker.
How Should Your Sales Follow-up Email Be When Asking for a Referral?
- Give a recount of your previous email and reiterate how your product will help them.
- End your email by requesting the prospect to help you connect with the decision-maker.
Note: Sometimes prospects ignore you because they find your emails irrelevant. Here’s what Klenty’s CTO, Bhuvanesh Ram says about why he ignores most follow-ups:
“I never reply to follow-ups unless it is super-relevant to the problem I am trying to solve. But a lot of things catch my eye, like video prospecting, mention of a mutual connection, or even my regional language, but only one thing makes me reply to an email – its relevance to me.”
Follow-up Email Templates When Asking for a Business Referral
Here are three follow-up email samples templates that you can use when trying to identify the right decision-maker in a company:
3. Follow-up Email After a Trigger (Link Click, Etc.)
When to use: When the prospect has engaged with your email (clicking a link, watching a video, downloading an attachment, etc.) but has not responded.
What To Write In a Follow-up Email After a Trigger?
- Mention how you noticed their interaction with your email but never make them feel your eyes are on them.
- Bank on their interest in your product by offering more information or sharing success stories of your customers from similar industries.
Samples for Following up After Trigger
Here is a follow up email template that you can use when the prospect has engaged with your email but not responded:
4. Following Up After a Trigger Event (New Hires, Etc.)
When to use: You can send this at any point during your email campaign. But remember to reach out to prospects right after the trigger event (new hires, funding, or your point of contact getting promoted.) happens, as your competitors also track these events.
Here’s what you can infer from common trigger events:
New hires – A growing team conveys their interest to double down on strategies, tools, or processes that will save them time, money, and effort.
A new round of funding – A clear sign of growth and readiness to invest in tools or processes that can skyrocket their revenue, save time, effort, etc.
Your POC getting promoted – Most people who assume leadership roles are keen to revamp and streamline old processes.
What To Send In Follow-up Email After a Trigger Event?
- Start with a congratulatory note on their recent achievement and add a resource that might help them during the trigger event.
- Give a brief description of how that specific resource can help them.
- End the email by posing a question about their plans for dealing with specific pain points or managing certain processes and your interest in helping them.
Samples for Following up After a Trigger Event
Here are two email templates you can use to follow up after a trigger event happens:
5. When the Prospects Ask to Circle Back Later
When to use: When reconnecting with the prospect after they asked you to reach out sometime in the future.
What To Include in Your Follow-up Email After a Trigger:
- Jog their memory by talking about your last conversation – why did they ask you to reach out later? Was it because of a missing feature? Was it the wrong timing?
- Mention what has changed since the last time you spoke and why now would be the right time to sign up for your product.
Sample Follow up Emails When Reconnecting With the Prospect
Here are five follow-up email templates that you can use when reconnecting with a prospect:
6. Follow-up Email After Leaving a Voicemail
When to use: When the prospect hasn’t responded to your call and you’ve left a voicemail.
What To Say After Leaving a Voicemail in a Follow-up Email?
- Tell them how you tried reaching them, but never guilt-trip them for not picking up.
- Move to the real reason for your call – the problem you are trying to solve for them and include a useful resource or a relevant case study to build social proof.
- Let them know you expect a call back by providing your phone number.
Samples for Following up After Leaving a Voicemail
Here are four follow-up email templates that you can use when reconnecting with a prospect:
Tired of recording the same voicemail repeatedly? Use Klenty's Sales Dialer to pre-record personalized voicemails and close more deals.
7. Following Up After a Product Demo
When to use: After you’ve given a product demo to the prospect.
What Should You Write in a Follow-up Email After a Demo?
- Give a brief account of the key takeaways from your demo.
- Address any concerns they had during the demo.
- Outline the next course of action.
Done with your demo and looking for the right way to follow up with your prospects? Here are 7 email templates you can send after a demo.
Templates for Following up After a Demo
Here are eight follow up email templates to reach out to a prospect after a demo:
8. After Networking Event Follow-up Email Templates
When to use: When you have recently met someone at a networking event.
How To Follow Up on an Email After a Networking Event?
- Talk about your meeting and how you wish to continue the conversation.
- Highlight the pain point you solve and include a resource or two that they’ll appreciate.
- Close the conversation with a CTA appropriate to their level of interest in your product or service. (based on your discussion during the event.)
Follow-up Sales Email Templates After a Networking Event
Here are five samples templates that you can use to reach out to a prospect you met at an event:
9. Follow-up Email Templates When the Prospect Goes Quiet
When to use: When the prospect has gone cold after showing some interest in your product.
What Should the Follow-up Email Look Like?
- Plug and play with different approaches until you get a response – send a valuable resource, a case study, and even follow it up with a funny email.
- Include a subtle message about how you are ready to stop sending these emails if they are not interested.
Sales Follow-up Email Templates To Use When Prospect Goes Silent
Here are five sample templates that you can use when the prospect has gone cold:
10. Break up Email Templates
When to use: When the prospect has not responded to any of your previous emails, send this as the last follow-up email.
What to include in your breakup email:
- Never express any displeasure because the prospect didn’t respond to your email.
- Let them know that you care about their organization’s success even if they’re not buying.
- Thank them for their time and leave room for a future conversation.
Sales Follow-up Email Templates for Writing a Professional Breakup Email
Here are five sample breakup emails that you can use:
11. Following Up After Prospect Visits Website
When to use: If a prospect has visited your website and you see they’re still on the fence, this can be a good way to follow up with them. (You’ll know they’re on the fence if they haven’t clicked on pop-ups , submitted their info on an online form, etc.)
How To Write a Follow up Email for Prospects Who Visited Website?
- Talk about the specific product or the website they visited to refresh their memory quickly.
- Incentivize them with some discounts, gifts, or offers.
- Encourage them for a zero-commitment call by explaining how it will give them a chance to learn if your product is the solution for the pain points that’s bugging them
Follow-up Email Template for Prospects Who Visited Website
Here are 4 follow-up email templates you can send when your prospects take a peek at your website:
These templates have been customized for specific situations that sales reps face in common. You can also build your own templates for other situations using email template builders.
Sales Follow Up Email Examples
Here are several examples that can assist you in gaining a better understanding of follow-up emails.
Follow-up Email for Requesting a Referral
Following Up After a Trigger
Follow Up Email After a Product Demo
When They Ask To Reach Out After a While
Example for Sales Break up Email
Tips To Keep In Mind Before You Send Follow Ups:
1. Identify the Prospect’s Level of Intent Before Following Up
Your prospect’s level of intent is their readiness to buy from you. Are a few personalized touches enough to close the deal, or do they need nurturing before they are sales-ready? Identify that and craft your follow-up email accordingly.
Pro Tip: Use a sales engagement tool like Klenty that automatically segments and starts campaigns for the audience based on their buying intent.
2. Track the Follow-up Email Opens and Link Clicks
A prospect who opened your emails 3 times, clicked on the link you sent 2 times has a higher buying intent than someone who has never opened your email. But you’ll never know this unless you track email opens, clicks, or replies. In other words, track your email engagement to send relevant and timely follow-ups yours prospects will never ignore.
3. Don’t ‘Follow Up’ or ‘Touch Base’
Don’t make your sales follow up emails all about following up. Avoid phrases like ‘follow up’ or ‘touch base’ in your emails and make the real reason for your email- to follow up, be a minor part of the conversation.
Instead, make it all about providing relevant and timely value. Throw in a resource or highlight a pain point and its consequences. In other words, show them you care whether they buy from you or not.
4. Don’t Be Too Early or Too Late While Following Up
Time is currency when following up with prospects. Send them a day early or a day late, and you’ll be back to square one in no time. Following up early is like breathing down their necks, muttering ‘buy, buy, buy’. On the other hand, when you follow up late, you give them enough time to forget you, your brand, and your offer.
For starters, here is a rule of thumb you can follow – follow up at least 2 days after and no later than 5 days after you send your email.
Automate Your Follow-Ups With Klenty
Automating follow-ups can be like a double-edged sword. On the one hand, it’s automation, and it saves time. On the other hand, you won’t be able to personalize your follow-ups. So how can you ensure you’re following up with prospects with the right message?
Enter Klenty. Klenty first identifies the buying intent of your prospect based on how they engage with your emails – the number of times they opened your email, clicked on links, etc.
Based on the interest they show in your emails (their buying intent), Klenty categorizes them into prospects with high buying intent and those with low buying intent. Then, it starts sending relevant email sequences to both these sets of audiences.
Those with higher intent will be sent emails that would push them for a demo or purchase. Similarly, those with low intent will be sent more nurture follow-ups to ensure they’ll choose you first when they are ready to buy
In a Nutshell
Writing a follow-up email that triggers a response from a lead can be one of the most daunting tasks for your team. On one hand, you’re trying to elicit a response, on the other, you don’t want to turn off your lead by being perceived as pushy and annoying.
The follow up templates given in this post are a good place to start and strike a perfect balance between these two situations.
Support these templates with Klenty’s Cadence Playbooks to automate and send well-timed sales emails with the right messages to your prospects. Together they can be the difference between losing a prospect and converting them into customers.
FAQ: Popular Queries About Follow-up Emails
How do I know if a follow-up is too pushy?
Here is a checklist you should consider to know if your follow-ups are too pushy:
- Are you guilt-tripping readers through intros like "I'll be sad if I don't hear from you"?
- Are you following up without leaving much time between each email?
- Are your follow-ups mostly about how awesome your product is rather than how you can solve prospects' problems?
If your follow-ups check even one of these, it indicates that they are pushy and reek of desperation.
How can I measure the effectiveness of my follow-up emails?
You can measure the effectiveness of your follow-up emails by tracking 3 metrics. They are:
- Open rates – The percentage of people who opened your follow-ups. This helps you understand:
- How great or poor your follow-up email subject lines are, and
- Prospect interest.
- Reply rates – The percentage of people who replied to your follow-ups.
- Click-through rates– The percentage of people who clicked on the links embedded in your follow-ups. This will help you identify the prospect's intent and which links they clicked on the most.
Should I use an automated follow-up email or a personalized one?
Most of your prospects can sense auto-generated, pushy follow-up messages from a mile away and avoid them at all costs. Hence, never use automated or generic follow-up emails unless you want to reduce the chances of getting replies further. Instead, send a personalized follow-up that opens with a pattern interrupting introduction, provides a clear What's In It For Them(WIIFT), and concludes with a compelling CTA.
Resources You’ll Love
- 6 Klenty Features You Can Use to Boost your Email Deliverability
- Why You Should Not Use an Email Marketing Tool for Sales Outreach
- How to Warm Up Your Email Account to Run Cold Email Campaigns?
- 5 Reasons Why You MUST Use an Email Outreach Tool for Sales Campaigns
- How to Track Links in Cold Emails Without Affecting Deliverability