If you are getting a ton of responses from one cold email, please let me know. You seem to be more effective than I am! But if it takes many emails just to get one response back, then this post is for you.

We have compiled a list of follow-up lead email templates that will help you follow up with your prospects and get them to, actually, respond.

First of all, you need to understand that when sending follow-up emails, there are general rules to keep in mind.

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

sales follow up email

What Should a Sales Follow Up Email Contain?

  1. A strong subject line is crucial to your email’s success.
  2. One of the best ways to motivate people is by giving them a clear goal and ensuring that they understand it.
  3. Your content should make them feel appreciated. If you can, try and personalize as much as possible.
  4. Offer unique service/product value
  5. Make sure you know what the prospect wants before starting a conversation.
  6. Offer a clear call to action.

With these 6 important elements, here’s a list of tips and tricks for structuring the sales follow-up email.

Sales Follow Up Email Templates

To help you improve your email follow-up, here are some templates that can be used. Make sure to test them out and identify which ones work best for your business and prospects before trying new things on your own.

A. Sales follow up email sample to a prospective client

Hey {{First Name}}

I’m writing to follow-up on my last email. As {{position/role}} at {{company name}}, you must be very busy drawing up and executing plans to {{function}} for your company. So, I’ll be quick.

Other executives with your responsibilities who also happen to be our customers tell us how {{business challenge or problem}} dampen their team performance. We’ve cracked the code to that challenge. 

I’d like to show you how your team can {{desired outcome that will make the prospect feel happy and awesome}}. “Are you seeing any challengers with {{probelm}}?”

Companies that use {{solution name of brand}} already know what works and what doesn’t. When can you carve out a few minutes to take a fresh look at {{issue}}? How does either Tuesday afternoon or Friday morning look for you?”


{{Sender’s Name}}

The email is fairly generic, but that does not mean it will be ineffective. The message covers a lot of the same ground as your first one did and can work in any number of situations.

B. Sales follow-up email after a meeting

{{Hi First Name}},

It was great clearing up your goals during our meeting earlier. Really enjoyed chatting with you and learning about your challenges at {{Company Name}}.

As you requested, I’ve attached more info and resources to help {{Company Name}} overcome your problems and hike performance. 

Let me know if you have questions. I’d be very happy to have another chat soon. 

See you soon, 

{{Sender’s Name}}

When it comes to best follow-up email sales, keep them brief and respectful. You’ve already had a meeting so you know they are interested in your product or service.

C. Sales follow-up email after no response

{{Hey First Name}}, 

You’re busy and on to something big. I get that. So I’ll just leave something here that can help your team {{perform a business function}} more effectively, solve {{a business challenge}}, and drive {{the desired business benefit}}.

Just let me know if you want to see the real thing in action. I’m free to chat on {{date and time}} or {{date and time}} but I’d be happy to work on the best time and date for you. 

Best regards, 

{{Sender’s Name}}

You’ve already had a meeting with this person, and they are not really into it. You need to be more assertive in the follow-up conversation.

Your opener could instead be:

You’re a busy person, and you probably have bigger things to worry about. But I get the feeling that we can help with your problem {{problem they shared}}, so why don’t we set up an appointment?

D. Another good sales follow up email after no response

{{Hi First Name}},

I bet your inbox gets full pretty fast and a few important messages tend to get lost in the chaos. 

I sent some info and resources that might help {{Company Name}} {{solve a business problem}} and achieve {{a business objective}}.

I’ve worked with other {{their industry}} companies who found that {{platform/solution name}} helped them solve {{problem}}, resulting in {{positive result}}. In fact, they’ve shared their experiences here. {{link to testimonials, case studies, etc}}.

Feel free to share the news at work and discuss whether our service fits your business. Better yet, I’d be happy to answer your questions via a quick chat on {{date and time}}. Of course, I’ll bend my calendar so we can work around your schedule. 

When’s a good time for you?

Talk to you soon. 


{{Sender’s Name}}

In this category, I’ve added a good sales follow-up email because so many people have been ignoring my emails.

This prospect does not give up after the first meeting and will even take more time to communicate what is needed.

E. Basic sales follow up email sample after a touchpoint

{{Hi First Name}},

Hope you’re doing well. {{Company A}} and {{Company B}} have tried {{Product Name}} to solve {{business problem}} and drive {{desired business outcome}}. You can read their fascinating stories here and here {{hyperlinked texts}}.

Better yet, you can try it yourself at zero risk. We have an ultra-quick guide if you need more info. 

Either way, please share your thoughts.

Great week ahead, 

{{Sender’s Name}}

If you’ve had contact with the customer in person, now is a good time to reference it and ask them what they thought about that meeting. This will make your follow-up email more effective.

I use follow-up emails to remind customers of the products and services that they need.

{{Hey First Name}},

Amazing show! Did you get to see {{Company A’s}} exhibit/demo? I hope you enjoyed it as much as I did. 

Whew. The industry moves so fast. Do you ever get dizzy figuring out what your competitors are using and which solution can give your team a comfortable edge? I know- we’re also shopping around for the best service that will match our goals and keep us ahead. 

How about you?

Have you decided on which {{solution type}} will likely solve {{prospect’s challenge}} and deliver {{the results prospects desire?}}

Let me know your thoughts and I’ll be happy to set up a quick chat. Don’t let your questions remain unanswered. 


{{Sender’s Name}}

One way to approach this is by using a personal story. You could mention something you talked about with the prospect at the show, or just tell them that they were in the same place as you and their product interests are similar.

G. Break-up email sample after another follow-up

{{Hi First Name}},

It sounds like you have a lot of balls in the air right now and this might not be the best time. 

(add some humor with a funny, relevant image like this – https://cl.ly/0b642d036938)

But I get it! And I wouldn’t be trying to reach you if I hadn’t already been able to help other {{their title/role}} with {{problem}}.

Is there anyone else who you think has the bandwidth to discuss?


{{Sender’s Name}}

ps: I saw this and though you might find it useful too- {{link to relevant content that isn’t specific to the product or service that you’re selling}}

When you are trying to decide how to communicate with a prospect, there is no one-size-fits-all approach. There are many things that people like and dislike – what will be funny? What won’t they get annoyed by or find offensive? Emails with images seem more appealing.

12 Tips to Making the Strongest Sales Follow up Emails

In theory, if you have a good base salary and commission structure, then it’s enough to motivate your salespeople. However, I learned that this is not the case.

  • I think that a balance scale is the best way to motivate people. The more personalization and relevance, the better.
  • Have a clear purpose
  • Open strong

Follow up tips for the body of the email:

  • When you are trying to close a sale, don’t just give up if they say no. Try to move forward with the discussion and see what else might motivate them.
  • Use email automation tools
    • When should you follow up on an email?
    • When you contact a prospect, how often should they hear from you again?

What are the best practices for following up with prospects and clients?

  • Keep an eye on your email to see how it affects productivity.
  • It’s a proven fact that one of the most important parts of an email marketing campaign is making sure you follow up with people who have shown interest in your product. But how do you know when to contact them?

1. Balance scale with personalization and relevance.

We need to remember that leads are people. They want their time respected, they don’t like being interrupted with sales pitches (most of the time), and they’re smart too. Just like all of us though, decisions for them tend to be based on emotions as demonstrated by behavioral economics.

It’s not enough to just send an after-sales email and hope for the best. You need to engage with your leads in an authentic way, taking time out of your day, week, or month for them. Show them that your email is one of the good follow-up sales email examples.

If you send out mass email campaigns without any personalization, leads might feel like they are being stalked. You also won’t be able to get enough information about the person because of this lack of detail-orientation.

Rather than just assuming that one-size-fits-all, divide your prospects into different categories and use a personal approach for each.

Personalizing emails with relevant stories and following up after the initial email can help to increase response rates without sacrificing productivity. Click To Tweet

2. Have a clear purpose.

Once you’ve decided to send an email follow-up sequence, it’s important not only that the emails are sent but also how they’re written.

When you follow up with a prospect, make sure that the next step is clear and mutually beneficial. You should have an idea of what they want to achieve before making contact again.

One of the worst phrases that can come out of a salesperson’s mouth is just checking in. It seems like it should be an innocent phrase, but oftentimes you are just reminding your prospect about how much they hate to hear from people who offer nothing new.

This looks lazy:

Hi Colin, 

How are you? I wanted to check in again as I didn’t hear back from you. 

Let me know when you have a moment! 



He could have said that he wanted to provide updates on the company or discuss new products.

  • In our last phone call, you mentioned that…
  • Asked me why I am not responding to their emails…
  • You sent me some information that was related to our last conversation…
  • I would like more information about this project so I can provide you with a competitive quote…
  • I found a great article that I think you might find helpful…

3. Open strong

A catchy subject line can improve your email open rate by up to 42%. Here are some ways you could make them more effective:

  • Keep them brief, informative, and easy to understand.
  • Be casual and personal, but do not say anything you would be embarrassed to tell your grandparents.
  • Use a simple call to action.
  • Be highly relevant.

sales follow up email

Here are some examples of subject lines you can use when sending an email to your leads. These aren’t one-size-fits-all, so make them specific for each lead.

  • {{First_name}}, are you solving the wrong problems?
  • Here’s a quick tip on {{relevant issue}} (and email content has to follow from that)
  • Where will your next {{win metric}} come from?
  • {{First Name}}, this demo will change your mind about {{a field or topic relevant to the recipient}}.
  • {{generic industry term}} is so obsolete. 
  • Hey {{First Name}}, you forgot to check out the goodies. 
  • {{First Name}}, did you find what you were looking for?
  • Stop what you are doing {{First NME}} because there’s a better way. 
  • {{First Name}}, here’s the {{resource name}} you requested. 
  • Some tidbits that can make a big difference in {{field, metric, or topic}}

If you have seen an increase in open rates, then congratulations! Now turn your attention to reply rates.

4. Sales follow up email body tips

It is a lot easier to get someone’s attention than it is to keep their interest.

If you want to write a good follow-up email copy, make sure that your message is valuable and relevant as quickly as possible. This 3-item checklist should help with this.

1. The way to build rapport with an email recipient is by showing them that you are not sending out mass emails or ignoring their needs, even if they use a marketing automation platform.

Don’t just ask a few surface-level questions. Think about what matters to them and how you can connect with their personal passions.

To generate more sales, you can reference the prospect’s content or recent news about their company.

Sam Nelson, an Outreach SDR Manager for Sales Development International, shares how you can execute personalization at scale through a combination of personalized and automated messages. For example, if your email is generic to all prospects but the first two sentences are personalized for each prospect’s company name or title then open rates will be higher. The bottom line: understand who your buyer persona is so that you can write emails in which what you offer shines.

Don’t waste the recipient’s time with lengthy emails that are not only boring but also lack any useful information. Click To Tweet

Keep your email concise and to the point by quickly stating what you want from them before offering a unique personalized value proposition.

When you’re pitching to a prospect, it is important that they are interested in what you have to say. So don’t waste time with unimportant details or take too long of an introduction. The example in the article is that when you send a follow-up email, make sure it relates to what they’re doing or interested in. You can mention something relevant from their industry and how it impacts them.

5. Move forward even if it’s toward a no.

The only reason you’re sending a follow-up email is that you want the recipient to sign something.

If a prospect wants to make the decision, they need to be convinced that it is right for them. CTAs are what allow you to connect with prospects and show them how their purchase will benefit from your product.

You can’t expect a prospect to take the next step if you don’t make it clear what that next step is. A CTA should be compelling enough for them, no matter where they are in their journey.

Short and direct is better.

Change “Next week, can you please have 20 minutes for me?” to this “Would you be available for a quick introduction call next week to talk about how I can help your sales team?”

6. Utilize email automation tools.

While it is ideal to have a personal email exchange with every customer, salespeople can find the happy medium between mass scale and one-to-one correspondence. New technology makes it easier for them to craft emails that are more personalized.

Below are some of the most helpful tools for reinforcing your email-based efforts:

  • LinkedIn is a great resource for obtaining contact information and professional details about someone.
  • Rapportive provides you with pertinent information about your email contacts, such as their social media accounts and contact details.
  • With Cirrus Insight, you can access CRM data without leaving your email.
  • Close.io is a tool that simplifies your sales calls and emails by centralizing all communication on one site, as well as providing analytics to help you optimize what you say in different situations.
  • HubSpot Marketing is a great resource for all things related to email marketing, and they offer excellent content on inbound strategies.
  • MailChimp is the most well-known email marketing company in the industry.
  • Constant Contact is a service that helps you with your email account, from setting up contacts and lists to creating templates. Constant contact also has an image library for when the recipient opens the email
  • Boomerang is a tool that sends an email after the recipient has opened it and determines whether they have seen it. It also schedules future transmission times.
  • Outreach is the leader in sales engagement and has an emailing system that can keep up with other leading-edge systems.
  • Yesware is a CRM company that specializes in email marketing. It syncs with your data and provides analytics to help you create more successful campaigns.
  • Zoho Campaigns is a marketing software that integrates email and social media campaigns.

7. How long should you wait before following on an email?

It is not always easy to find the perfect balance between staying in touch and being too aggressive. It all depends on context, but most people have found that sending a follow-up email within two days of their first contact with you yields the best results.

It’s important to agree with your prospect ahead of time on when they will hear from you again. This way, there is no guesswork involved.

If you haven’t been able to find out this information, or if the prospect has not yet agreed to speak with you about it, here is a rough guideline. If you send an email and get no response, follow up with a phone call or text message.

  • I just had a meeting and I need to follow up with the next steps.
  • You can thank a prospect for anything (for example, if they introduced you to someone else).

Wait at least 48 hours if:

  • You have provided them with plenty of information to make a decision on.
  • Your prospect needs to meet

Wait at least 3 weeks if:

  • You have already sent 5 emails, but you haven’t received a reply yet.

It is important to try different times of day and days for your follow-up emails. This way, you are not always emailing at a bad time like Tuesday afternoons when the prospect attends an in-person training program. I’ve found that the only way to find out what motivates your sales team is by experimenting with different email structures. If you don’t try, then it’s impossible to know which will work best.

8. How often to follow up with sales prospects.

The best answer is it depends. The relationship you have with the recipient, their decision-making authority, and stage in the buyer journey all affect how they feel about your offer.

There is a lot of disagreement on how many follow-ups it takes to be successful. Ambition and SalesFolk have found that the best approach involves 8 touches in total, which includes 1 cold email followed by 7 more emails.

In the case of cold prospects, six follow-ups are about as many emails as you should send. If there is some form of interaction before this point and they don’t ask to stop receiving your email, then it’s okay to keep following up until a response one way or another has been received.

If suggests that the following model be followed:

sales follow up email

Note: This is an extreme example that worked for Efti. But you should never treat templates or tactics as dogma because each sales situation has unique characteristics and context to it. Even if a situation featured here sounds similar to yours, your selling strategy needs to be tailored specifically towards the individualized circumstances of what you’re dealing with.

9. When to stop sending sales to follow up emails

There is a point where you have to stop, even if you are doing outreach by email. This takes time and resources as well as the use of smart technology.

If you have exhausted all the strategies in your arsenal, it’s time to let go. A little attrition keeps a cleaner pipeline and allows for more focus on engaged prospects. Send a courteous break-up email that leaves them with one last chance to respond before they’re out of luck.

If you’re sending a follow-up email, it’s helpful to leave the door open for them. You might suggest some articles or resources that they may find useful.

10. Monitor and analyze your email data

I know you’ve been wondering what to do with all those people who didn’t reply. You may have even asked yourself, “What am I doing wrong?”

Well, don’t worry about it!

Even if you don’t get replies, it is worth your time to do this. Your future campaigns will be more efficient because of the data that was gathered during these efforts.

There are many ways to motivate your sales team. One thing you can do is analyze email performance and use that data as a way of showing what works best for each individual.

Ask yourself:

  • I tested the email reply rates for a variety of emails and found that different types were more successful than others.
  • What did the data show?
  • How many emails did I send before the desired action was taken?
  • When I write a sequence, do some prospects respond better than others?

11. How to write a sales follow up email sample after no response

A follow-up email may not be enough to elicit a response. It will take more than that.

sales follow up email

If your prospect doesn’t respond the first time, don’t give up. If you follow these tips for when and how to follow-up after initial no response, there’s a good chance they’ll be more receptive next time.

  • Stop sending the same type of email and expecting different results. Try a new approach, such as changing your tone or call to action.
  • I have found that following up with the prospect is not enough. I need to give them something of real value, which can be an article or just a phone call.
  • If you want to reach out and see if we can chat, I’m available tomorrow at 3 pm.

12. Be willing to challenge best practices

I’m going to give you a few subject lines and email templates so that when someone checks in, they don’t think “this is just an unnecessary conversation.”

It is easy to find out what experts have said about follow-up emails, but not all of it will apply. The type and the amount of contact you use depend on your industry or field.

Outreach, a data science company recently did an AB test on the phrase “just checking in.”

They found that emailing people with the phrase bump in their subject line was more effective than other methods. It increased reply rates by as much as 86%.

The lesson is to not be dogmatic about anything.

Contexts change and assumptions are never accurate, so it’s important to constantly test your theories in order to find out what works best for you. Click To Tweet

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

We have over 60,000 monthly readers that would love to see it! Contact us and let's discuss your ideas!

Justin McGill
About Author: Justin McGill
This post was written by Content at Scale, a solution that uses AI + a team of optimization specialists to publish hundreds of high quality, SEO optimized content straight to your blog. It’s the first and only solution that allows you to truly scale content marketing.