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Best Follow Up Email Templates: Following Up Your Lead

Julia McCoy
Friday, 28th Jul 2023
Julia McCoy
5 min read · Jan 11 2022

The follow-up email is one of the most important components of the sales process.

You rarely close a sale upon first contact, but according to WoodPecker research, just one follow-up email can increase your reply rate from 9% to 13%! The first follow-up email is often the most effective — with a 40% higher reply rate than the original email.

Plus, did you know that 80% of sales require five follow-ups to close the deal? Unfortunately, 44% of sales reps already give up after just sending one follow-up email and 22% give up after two emails that get no response.

This means two things: 1) salespeople need to be more persistent in following up, or 2) they are not using the best follow-up email templates that get results.

After all, the best follow-up email templates can make a world of difference. It’s important to take the time to craft a good follow-up email that nudges your lead into action without sounding annoying.

A well-written follow-up email template should be polite, concise, and informative. But how do you go about creating one?

In this blog post, you will find:

  • The reasons why sales follow-up email templates are important.
  • What constitutes a good follow-up email.
  • Tips on how to write engaging subject lines.
  • Examples of the best follow up email templates.

Ready to close more deals? Learn how to send follow-up emails now.

Table Of Contents:

What is a Follow-Up Email?

A follow-up email is an email or series of emails that you send to your prospect after the first email where you introduced your brand or product. Salespeople send follow-up emails that are tailored to each stage of the buyer journey.

For example:

  • You can send follow-up emails while your prospect is in the middle of a free trial period to ask what they feel about the product.
  • You can also send sales follow-up emails after a particular event to remind your visitors about your product or service and encourage them to take action.

Here’s a sample follow-up email from Canva:

Best follow up email templates

Why Should You Send a Follow-Up Email?

Sending follow-up emails helps ensure that conversations don’t fall through the cracks. It also gives you another opportunity to get your message across.

After the initial email, sending a gentle reminder shows that you care enough to stay connected and build a relationship with your prospect.

Well-constructed follow-up emails can be extremely useful for providing additional information on products/services and nurturing leads until they are ready to buy.

Plus, when done right, they can help boost brand awareness as well as increase customer loyalty over time.

When Should You Follow Up?

Most experts recommend following up on your prospect within 24 hours of the initial email, whether through email or phone call, in order to keep your message fresh but avoid sounding overly eager or desperate for the sale.

You can create sales follow-up email templates for each follow-up stage so you don’t have to write one from scratch every time. All you have to do is personalize it for each specific lead.

If your prospect hasn’t responded yet but appears interested in what you have to offer, then sending out another reminder can often be beneficial as it shows that you value their opinion and are invested in hearing their input.

A follow-up email is a great way to stay in touch with contacts and build relationships. Let’s explore how to compose a courteous, professional follow-up email that will get your recipient to respond.

Screenshot from Fit Small Business

How to Write Follow-Up Emails

When writing follow-up emails, it’s important to highlight previous emails and interactions. Mentioning prior communications can serve as a reminder to the recipient of who you are and why they should be interested in your message.

Outline the next steps to keep the conversation moving forward. Be clear about what action needs to be taken and when, while avoiding passive-aggressive language or tone.

For better conversion rates, personalize your email subject line. Show prospects that you care enough to take the time and effort to understand their needs and preferences.

Add social proof such as customer testimonials or industry awards/accolades to add credibility to your message and increase trustworthiness. This will give them a push in the right direction when making their decision.

Writing polite follow-up emails is essential for any salesperson to increase conversions and maintain a professional relationship with their clients. By following these tips and best practices, you can increase your odds of success when sending follow-up emails.

Best Practices for Crafting Effective Sales Follow-Up Emails

When sending follow-up emails, you should know when and how to deliver them effectively:

  • When reconnecting with a lead that has gone cold, remind them of previous emails or interactions you had with them. Try offering discounts or incentives to entice your prospects to get back into the conversation and make them interested in your brand again.
  • Providing valuable resources such as FAQs or product information can also keep their attention focused on what you have to offer.
  • When following up after meeting someone at an event, focus on relationship building by personalizing content based on post-event surveys or other forms of visitor feedback. Show that you care about their needs rather than just trying to close a sale quickly.

Subject Line

Next, let’s look at the follow-up email subject line. This is the most important part of your email! It’s the first thing your recipient sees when they open their inbox.

Did you know that 47% of email recipients open an email based on the subject line alone? And 69% chuck it immediately to the spam folder if your subject line sounds too sales-y.


Personalization is important when writing an email subject line as it can increase open rates by up to 14%. You can personalize the subject field with your customer’s name, with your subject line written in friendly language.


Another popular practice when writing email subject lines is inserting emojis. People love emojis! And proof of that is the 56% increase in open rates when subject lines contain an emoji.

Make sure the emoji you use makes sense with the email’s context. Beer and headphone icons might work well if you’re emailing about an event at a brewery, while the birthday and party symbols would surely look out of place in a B2B email.

Social Proof

Add social proof where possible (testimonials from other customers) to strengthen your credibility and encourage trust between both parties.

Responding to Feedback

Lastly, don’t overlook concerns or objections that were raised in previous emails. Address them right away in your follow-up strategy and allow room for negotiation while maintaining professionalism.

Now let’s look at some follow-up email samples that can take your follow-up strategy to the next level and increase conversion rates.

Best follow up email templates

Screenshot from OptinMonster

Examples of Well-Crafted Sales Follow-up Emails

Sending a follow-up email can be a crucial step in the sales process. The timing of sending a follow-up email can vary depending on the context and the nature of the communication. Here are some common situations and the appropriate timing for follow-up emails:

1. Following Up After an Initial Meeting

After meeting with a potential client or business partner, it’s essential to promptly follow up to demonstrate that their time is valued and the conversation can progress. This shows that you value their time and are committed to moving forward.

In your follow-up email, be sure to thank them for their time, recap any important points discussed, and express your interest in continuing the conversation. This will help keep the momentum going and increase the chances of a positive outcome.

Here’s a template for a follow-up email after meetings written by Content at Scale’s AIMEE chatbot:

2. Following a Trigger Event

Trigger events help identify when a potential customer has taken an action that indicates they may be ready to buy. This could include opening an email, clicking on a link, or visiting your website. By recognizing these trigger events, you can quickly respond with a targeted email designed to convert them into paying customers.

For example, if someone opened an email about running shoes, then sending them another message about running shoes would make more sense than one about hiking boots even though both products are related.

In addition to providing useful information or helpful advice, it is also important that your messages contain a clear call-to-action (CTA). Make sure your CTA stands out from the rest of the text so that readers know exactly what they need to do next.

3. After Meeting at a Trade Show, Networking Event, or Conference

After meeting someone at an event, it’s important to follow up with them quickly to keep their interest and build a relationship. A well-crafted follow-up email can be the difference between making or breaking that connection.

The subject line should be concise but informative so that the recipient knows what the email is about right away. It should also include something from the event such as its name or location so they know which event you’re referring to. This will help jog their memory of who you are and why they gave you their contact information in the first place.

In the body of your email, thank them for taking the time to meet with you, then provide additional information about your product or service, such as case studies. If there were any questions left unanswered during your discussion, this would also be a good opportunity to answer them in detail.

4. Immediately after Leaving a Voicemail

When you’ve left a voicemail for a lead and don’t hear back, it can be tempting to give up. But there are still ways to get their attention and ensure that your message is heard. A cold email follow-up is one of the best strategies for getting in touch with leads who have gone silent.

The key to crafting an effective cold email follow-up is making sure it’s personalized and relevant.

  • Start by addressing the recipient by name and referencing your previous voicemail.
  • Provide some context about why you were calling in the first place — what did you want to discuss?
  • Finally, leave your phone number or email so they know how to reach you if needed.
  • Alternatively, set up another call at a later date if appropriate for both parties.

Here’s an example of how to do it:

5. Offering a Free Sample, Test, or Demo

Offering prospects a free sample, test or demo can be an effective way to increase engagement. This is especially true for products or services that require some technical knowledge. By providing access to a trial version of your product or service, you allow your leads to explore its features and get familiar with how it works before committing financially.

Make the signing up process as simple as possible. You want potential customers to easily sign up for your offer without having any major hurdles along the way. For example, if you are providing guest logins for people who want access, then make sure they are easy to find on your website and don’t require too much effort from visitors in terms of filling out forms.

6. Making Networking and Professional Inquiries

If you’ve reached out to someone for informational interviews or business inquiries, wait at least one week before sending a follow-up if you haven’t received a response.

7. Sales and Business Proposals

If you’ve sent a sales pitch or a business proposal to a potential client, waiting around three to four days before sending a follow-up email can be appropriate. This time frame allows the recipient to consider your proposal without being too pushy.

Here’s a great example of how to write a follow-up email after submitting a business proposal:

8. Meeting or Appointment Requests

If you’ve requested a meeting with someone, it’s best to follow up after about three to five days if you haven’t received a response.

9. Event Invitations

For event RSVPs, it’s usually good to follow up one week before the event date to give guests a gentle reminder.

10. Following Up on the Follow-Up

It’s important to keep leads moving through the sales pipeline, but you don’t want to be too pushy or come across as desperate. The key is striking a balance between being persistent and polite.

It can be tempting to use generic email templates when sending out follow-ups in bulk, but this isn’t always the best approach. Taking the extra step of personalizing each message will show prospects that you value them as individuals rather than just another lead in your database.

Use their name at least once in your email and include specific details about how your product/service could benefit them. This helps make your message more memorable and increases its chances of success.

If someone hasn’t responded despite multiple attempts at contact, try adding a sense of urgency by including a deadline or limited offer within your message. For example, “This offer expires on Friday…”. This can help motivate people who may have been sitting on the fence.

11. Mistaken Identity

No matter how disheartening it may be to realize that you have been conversing with the wrong contact, it is vital to remain friendly and not vent any frustrations so that future interactions go off without a hitch. Eventually, maintaining healthy relationships within an industry’s circle of contacts can prove invaluable in the long run.

It can be difficult to determine whether or not you’re talking to the right person. After all, sales is a numbers game and you mustn’t waste your time on someone who isn’t in a position of authority.

One of the first things you should do when trying to identify if you’re speaking with the correct person is to look at their title. Ask questions about their role and responsibilities to clarify whether or not they’re in charge of making decisions related to what you offer. It also shows them that you respect their time and aren’t just blindly pitching them without doing research beforehand.

An email template outlining why your product would be beneficial for their company is another way of determining whether or not this person has any influence over purchasing decisions within their organization. This will allow them to refer you to the right person.

12. One Last Try (Follow-Up Email Template for Your Last Pitch)

It can be frustrating when prospects don’t respond to your emails. If you’ve followed up multiple times and still haven’t heard back, it might be time to end the prospect’s journey. This will give you more time to focus on quality leads that are more likely to make a purchase.

Sometimes, the best way to get a response is by telling them you’re leaving. Adding some humor can help break down their walls and finally get an answer from them.

Here’s an email template for one final follow-up that may work.

Remember that politeness goes a long way when it comes to follow-up emails — even if someone has ignored all previous attempts at contact. Always remain respectful throughout every interaction with potential customers – no matter how frustrated you may feel.

Need to increase conversions? Master the art of crafting well-crafted follow-up email templates with personalized messages and automated sequencing for maximum results. #ContentMarketing #SEO Click to Tweet

FAQs – Follow Up Email Templates

What is a good template for a follow-up email?

A good template for a follow-up email should be clear and concise. Begin by thanking the recipient for their time, then state your purpose in the message.

Outline what action you would like them to take if applicable, or provide any additional information they may need.

Close with a polite reminder of why they must respond soon. Provide contact details so that they can conveniently reach out to you when ready.

How do you write a successful follow-up email?

It should clearly state what action you would like taken, such as a response or an update on progress. Use simple language that is easy to understand and make sure your message is polite yet assertive.

Make sure it’s relevant to the recipient and include any necessary information they need for them to act upon your request.

Finally, provide a deadline so they know when you expect a reply.

How do you write a warm follow-up email?

Writing a warm follow-up email requires careful consideration of the recipient’s needs. Begin by expressing your appreciation for their time and attention, then provide a brief overview of what you discussed or agreed upon during your last interaction.

If applicable, answer any questions they may have or provide extra materials that might be of help.

Finally, include contact information in case they need to reach out again with further inquiries.

Keep your email friendly and courteous and never use aggressive language or make demands on the reader’s time.

Get Your Message Heard With The Best Follow Up Email Templates

The best follow up email templates allow you to stay in touch with contacts and ensure that your message is heard. By understanding the importance of writing politely, you will have greater success when sending out follow-up emails.

Remember, these are general guidelines, and it’s essential to consider the specific circumstances and the relationship with the recipient.

Be mindful not to follow up too frequently or too soon, as it may come across as pushy or annoying.

If you’re dealing with urgent matters or time-sensitive issues, adjust the timing accordingly.

Always maintain a polite and professional tone in your follow-up emails.

Follow our best examples so you feel more self-assured when creating an effective follow-up email — whether it’s your first or fifth.

Need to write follow-up emails in bulk? Let AIMEE do the talking! Sign up for Content at Scale today.

Written by Julia McCoy

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