Writing an effective sales follow-up email is an art form. It’s a delicate balance of reminding prospects of your existence, demonstrating value, and nudging them toward a decision without coming across as pushy or desperate.
In a world of overflowing inboxes and competing priorities, the follow-up email is your most potent weapon to cut through the noise and snag those coveted replies.
Why Following Up is a Non-Negotiable Sales Superpower
Let’s be real: Most prospects won’t jump at your first outreach attempt. They’re bombarded with emails, their schedules are packed, and they might genuinely need more time to consider your offer. This is where the magic of the follow-up comes in.
Here’s why you absolutely cannot afford to skip the follow-up stage:
- Persistence pays off: Studies show that 80% of sales require at least five follow-ups to close. Yet, a shocking 70% of salespeople give up after just one unanswered email. Don’t be part of that statistic!
- Increased response rates: Even sending a single follow-up email can skyrocket your response rate by 22%. Imagine the possibilities with a well-crafted series!
- Builds trust and rapport: Each touchpoint is an opportunity to demonstrate your commitment, provide value, and nurture a relationship with your prospect.
- Stay top-of-mind: Following up keeps you at the forefront of your prospect’s mind, so you’re the first person they think of when they’re ready to take action.
The Ideal Follow-Up Formula: How Many & How Often
There’s no single perfect answer to the question, “How many follow-ups is too many?” The right approach depends on your industry, sales cycle, and the prospect’s level of engagement. However, here’s a good starting framework:
- The Minimum: Aim for at least 5-6 follow-ups after the initial email.
- Spacing is Key: Your first follow-up can come 2-3 days after the previous touchpoint. Gradually increase the intervals between subsequent emails, up to a week or two apart.
- Context Matters: Has the prospect shown some interest (opened an email, clicked a link)? You can be a bit more persistent. Completely cold leads might need softer touch points spread over a longer period.
Remember, this is not a set-in-stone rule. Experiment and track your results to find the optimal follow-up cadence for your target audience.
Read our blog post on how to ask for update in email
The Essential Building Blocks of a Powerful Follow-Up Email
A well-written follow-up email isn’t just about saying “Hey, did you see my last email?”. It requires a strategic approach and careful attention to these key components:
- 1. Jog Their Memory
Start with a brief reminder of your previous email or interaction:
- “Just wanted to follow up on my email from last week about [topic].”
- “Following up on my voicemail about [benefit].”
- “I loved connecting with you at [event] – wanted to follow up on our discussion about…”
- 2. Value is King (or Queen!)
Never follow up just to check in. Offer something valuable with each touchpoint. This shows you’re not just focused on the sale but on genuinely helping the prospect. Consider:
- Relevant Resources: Articles, case studies, whitepapers related to their pain points.
- Social Proof: Brief testimonials or success stories from similar clients.
- Personalized Insights: A quick tip or observation specific to their company/industry.
- Exclusive Offers: A limited-time discount or free consultation to sweeten the deal.
- 3. Clarity & Directness
Don’t leave them guessing what you want them to do. Be clear and specific about your desired action:
- “Would you be open to a quick 15-minute discovery call this Thursday or Friday?”
- “If you’re interested in learning more, I can send over our product brochure.”
- “Is there a better person I should be speaking with about this?”
- 4. The Compelling Call to Action
Make responding effortless. Provide clear next steps, making it a matter of a simple click or a one-word reply:
- “Let me know if you’re interested, and I’ll share my availability for a call. “
- “Reply with ‘yes’ if you’d like to explore this further.”
- Include a scheduling link so they can book a meeting directly on your calendar.
- 5. Concise & Professional
Busy prospects won’t read long, rambling emails. Keep it short, sweet, and focused. Proofread carefully to eliminate typos and ensure a polished tone.
- 6. The Power of Personalization
Generic, mass-produced emails scream “spam.” Take the time to personalize each follow-up. Here are a few quick personalization levers:
* **Name & Company:** Goes without saying, but always use their correct name and business.
* **Industry Niche:** Reference their specific sector or challenges common in their field.
* **Recent News/Content:** Mention a recent blog post they published or a company announcement.
* **Mutual connections:** Got a shared connection on LinkedIn? Name-drop subtly (“Loved your chat with [connection’s name] about [topic]…”)
Read our blog post on writing an email
The Art of the Attention-Grabbing Subject Line
Your prospect sees your subject line before they ever open the email. Make it count! Here’s how to write subject lines that drastically boost your open rates:
- Keep it Short: Aim for 50 characters or less.
- Personalize: Include their name or company if possible.
- Intrigue & Curiosity: Ask a question or hint at a valuable insight within. Examples:
- “Quick question about [their company]”
- “Idea to boost your [desired outcome]”
- “Re: [previous email subject]”
- Test & Adapt: A/B test different subject lines to see what works best for your audience.
Example Follow-Up Email Templates
Kickstart your follow-up game with these adaptable templates:
Template 1: The “Helpful Resource” Approach
Subject: Thought you might find this helpful
Body:
Hi [Name],
Hope you’re doing well. I know you’re focused on [pain point]. Came across this [article/case study] and thought it might offer some helpful insights.
[Link to resource]
Would love to chat more about how we can help you tackle [pain point]. Are you available for a quick call next week?
Best,
[Your Name]
Template 2: The “Mutual Connection” Follow-Up
Subject: Following up on our chat with [connection’s name]
Body:
Hi [Name],
Enjoyed our brief conversation with [Connection’s name] at [event name]. They suggested I reach out to see if we could discuss [topic] further.
Are you open to a brief chat to see if there’s potential for [product/service] to help with [pain point]?
Let me know what works best for you.
Thanks,
[Your Name]
Template 3: The “Direct Ask”
Subject: Availability for a quick call?
Body:
Hi [Name],
Following up on my previous email about [product/service and key benefit]. Would you be open to a 15-minute call to discuss how this might help you with [pain point]?
I’m available Tuesday afternoon or Wednesday morning. Does either of those times work for you?
Thanks,
[Your Name]
Pro Tips to Elevate Your Follow-Up Game
- Leverage Different Channels: Don’t just rely on email. Mix in phone calls, LinkedIn messages, or even a physical postcard to stand out (especially with unresponsive leads).
- Timing Matters: Experiment with the day of the week and time of day for optimal email open rates. Tuesdays and early mornings tend to work well, but test what works for your audience.
- The “Breakup” Email: If you’ve sent several follow-ups with no response, try a final email signaling you’ll stop reaching out. Sometimes, this sense of scarcity can trigger a reply. Example:
Subject: Should I close your file?
Body: Hi [Name], I haven’t heard back from you in a while. To keep things tidy on my end, I’ll assume you’re no longer interested. But, if anything changes, please don’t hesitate to reach out. - Automation Tools to the Rescue: Sales automation software like Alore can streamline your follow-up process, schedule emails in advance, and track key metrics.
Persistence Pays Off – Embrace the Follow-Up Mindset
The most successful salespeople aren’t the ones with the most charisma or smoothest pitches – they’re the ones who are relentlessly persistent, organized, and empathetic in their follow-ups. Remember, it’s not about nagging; it’s about genuinely adding value and staying present until the moment your prospect is truly ready to buy.
Let me know if you want even more template examples or strategies. Happy selling!
