If you're doing any kind of sales over email, you already know that getting a sale requires many follow up emails.
Before jumping into all of the templates, it's always important to remember a few things about follow ups:
- Keep it short and sweet: Nobody wants to read 20 paragraphs - get to the point!
- Make replying a simple yes/no task for recipients: The recipient shouldn't have to "think" about what to say - make it easy for them to say yes!
- Be honest: Be upfront about your objectives (selling your product).
- Add value: Stop saying "Hey - just following up here" for every email. We have many examples below.
- Walk away gracefully: Know when to stop, and don't waste your time on someone who is clearly not interested.
Here are 25 of the best sales email follow up templates and samples you can use, based on different scenarios:
Import these templates into Gmail
If you don't want to copy and paste these templates all day, check out the Pigeon for Gmail app.
Using Pigeon, you can download all of these straight into your Gmail. You can do this one by one, or add the entire set:
Follow up email after a sales meeting
You just finished up a sales meeting and it went really well. Well, your work is not done.
You should be following up right after to take next steps and actions while you are still "top of mind" for your prospect.
Another approach is to be bit more comprehensive:
- Show some social proof about other companies that use your product
- Send a case study (add value)
- Recap your meeting
- Set next steps
Follow up email after no response from a client
This is probably one of the most common scenarios - you're following up to someone who either:
- Has yet to respond to you, or
- Has recently gone quiet
There are a few ways you can approach this:
1 - Owning it
It helps to be straightforward that you are doing sales as it can break down the "formal" nature of your relationship with the prospect.
2 - Sending helpful resources
Instead of just pestering them with follow-ups, offer something of value!
Here's another example of a nice email where you can genuinely help your client out while also selling your product/services:
3 - A simple one-liner
When humans disagree by saying “No”, it provides them an illusion of safety and control. They feel less threatened and more in the driving seat.
This template is like bait for this:
You can also "waive the white flag":
4 - Ask to close out the file
Unique sales follow up email examples
One way to stand out is to be unique - and to stand out from the rest of the hundreds of other salespeople trying to get your prospects' attention
1 - Use humor + animated GIFs
Using humor and self-deprecation can often illicit a response:
2 - Use personalized images
Get their attention with a personalized image of your prospect or the logo of their company:
3 - Send a gift
Sending free accounts, extended trials, or even physical gifts can be very effective. Here's a sample you can use:
Follow up after leaving a voicemail
If you're doing any cold calls, it's absolutely essential to also email.
Why? Because your prospects may not like picking up the phone or even checking the voicemail. If you don't email they may never even check it.
Here's another sample:
Follow up email after a "trigger" event
Great salespeople can turn just about any 'event' into a way to sell more things.
For example, if a client just raised some capital, you can follow up with a template about how they will use this money:
Follow up email after a prospect visits your website
If someone clicked the link in your email, or visited your website, you can set up automations that can send them an email right when it happens:
- It may help to acknowledge the awkwardness of it
- Ask for a meeting
Follow up email after a sales phone call
Just like after an in-person meeting, you should be following up right after a sales call.
Keep this short and make sure to be clear about what the next step is. Also, make sure to thank them for their time.
It also helps to let them know you understand they are busy:
Follow up after a trade show, conference
Trade shows are an amazing way to find leads.
But how to email them effectively? There are a couple approaches
1 - Mention something you talked about
2 - Send some resources
Follow up after networking event
Networking events are an underrated way to get more sales.
It's important that you stay casual in your follow ups, though.
Follow up email for sales meeting request
Just getting a meeting may be the first step to your sale, so focus your follow ups on getting that meeting.
Follow up email to an unresponsive prospect
Here's a template that you can use if you keep sending follow ups and you haven't heard anything.
This is sometimes called a "break up" email.
Another version of the breakup email (with some added humor):
Follow up email after providing quote
You just provided a quote and now it's time for the big decision for your prospect.
Sometimes, at this stage, the prospect might go silent here, as this can be a big financial decision.
It's very important to be persistent at this stage. Here's a couple approaches:
1 - Let them know more details and when things will get started
2 - Or just keep it simple
Follow up email after sending several follow up emails
If you feel like you're running out of ideas, and not getting any responses, here's a couple more things you can try:
1 - Be forward + offer something of value
Stop beating around the bush and just ask for that meeting:
2 - See if you can get connected to someone else
Sometimes, you're just not talking to the right person:
3 - Get a bit personal
4 - Use social proof
Let your prospects know about the other successful companies that use your product!
Follow up email to a lost sale
Sometimes, people are just busy, and it's just not the right time.
But that doesn't mean they can't be re-engaged at a later date! You can let them know kindly that you're still around when they are ready:
Another great way to try to revive a lost sale is to show your passion that you want to make things work:
Prospect follow up email (early)
Very early in the sales process, you may not be going straight for the sale, but rather provide helpful resources to your prospect.
Here's an effective way to do that:
Follow up sales letter to client
This may even be a cold email, but it's a great way to get on a prospect's radar:
Follow up email after a sales presentation
After a demo or sales presentation, the prospect might be surer excited, so you should be immediately following up with next steps.
Business development follow up email
The key here is letting them know you have "ideas" that will improve their business. This can excite your prospects.
Sales reminder email / sales check-in email
Sometimes prospects ask you to get back to them at a later date.
Be sure to keep a reminder, and if you can, even email them a bit earlier - it shows you are prepared and thinking of the client:
Follow up email after sales pitch
Follow up after sales demo
The key here is:
- Remind the client about why they should buy from you
- Offer to answer any questions
- Get the next meeting
Follow up email after sales rejection
In sales, rejection is the norm, and sometimes, even a rejection can turn into a sale.
Maybe it's not today, but someday down the road.
The key is:
- Let them know you're persistent
- Let the prospect know you care about their success regardless if they're a customer
Follow up after sales proposal
If your previous email went unread, you can acknowledge that: