16 Templates For The Sales Follow Up Email

Every month, the sales clock resets.

Last month's performance is behind you — now, it’s all about this month. You may contact new clients or … begin your cadence of follow up emails in hopes of striking a deal.

Problem is, sending a generic, “just checking-in” follow up email typically isn't good enough.

So how do you write a sales follow up email that converts? When should you follow up? How do you maintain contact without being pushy? What should you say?

Download Now: 25 Proven Sales Email Templates [Free Access]

In this guide, we'll review 16 sales follow up email templates we've created with the assistance of our salespeople here at HubSpot to help you get started.

Before we get started reviewing templates, it's important to note that your subject line is also exceptionally important — this is the first thing your prospective clients are going to read, so it needs to be perfect.

Follow Up Email Subject Lines

Here are some subject line examples — split into groups based on the type of sales follow up email you're writing — that will make your prospects intrigued enough to open your message. These examples have actually been used some of HubSpot's top sales professionals to help them achieve high email open rates.

Sales Email Subject Lines After No Response

  • Still any interest in our service?
  • Any updates for us?
  • It takes two to tango
  • Let's cut to the chase

Sales Email Subject Lines After A Trigger Event

  • Discussing your future goals today
  • Ideas for your launch
  • Question about new product feature
  • Thoughts about [title of blog post]

Sales Email Subject Lines For General Follow Up

  • How can we improve your [business goal]?
  • 10 free tactics to increase [objective]
  • Let's have a 10 min call on this?
  • [name], quick question
  • [name] recommended we chat

16 Follow Up Email Templates

Now that we've reviewed some examples of subject lines you can use for your follow up emails, let's dive into the templates that will help you improve your conversions. As mentioned, there are 16 templates here — we've organized them by specific use case so you can browse them easily.

First, here's a quick a look at the 8 specific use cases:

Use Case 1: After A Meeting

Once you've had a positive, first meeting with your prospective client, you'll probably find yourself sending them a follow up email.

For example — imagine, you just nailed your client call. Your prospective customers were hanging onto your every word — even finishing your sentences. And now your head is spinning thinking about all of the ways you'll spend your commission check. You send that follow up email regarding their next steps so you can close the deal.

But wait — for some reason, that same client isn’t responding to any of your emails or calls.

Now what?

Here are two follow up emails you can send once you've had an initial meeting to get the ball rolling again.

Use Case 2: After A Trigger Event

Another situation that calls for a follow up email is after a trigger event occurs. For example, if you notice a prospect is re-opening an email or proposal you sent, you can try to follow up with them. Using HubSpot's free sales tools, you can get notifications whenever a prospect opens your email.

Start tracking your emails today for free.

Not only does this tool make you feel like you're a spy, but it's exceptionally useful in gauging a prospect's interest and boosting conversions. In fact, a HubSpot customer closed a $100,000 deal after capitalizing on an email notification.

Use Case 3: After You Tweak An Email

Sometimes, when determining the type of follow up sales email you need to send, you realize you may need to make a few small tweaks to your message. Whether this is a simple change in wording, or sending the email to a different person at the company you're trying to do business with, small adjustments to your message might just get you that response you're looking for.

For example, Bryan Kreuzberger, Founder of BreakthroughEmail, was hired by a consulting agency to help close their pipeline filled with world-class, Fortune 1000 companies: Google, Toyota, etc. He had a list of 522 companies to work with, but the agency had a problem — they weren't closing any deals.

Instead of spamming companies with the same, ineffective email template, Bryan made a few small tweaks to their sales process.

Then, they saw an 80% email open rate, earning $4,386,000 in additional revenue.

Use Case 4: After Leaving A Voicemail

There are multiple scenarios in which you'll likely find yourself leaving a prospective customer a voicemail or two. But similar to email, just because you leave a voicemail doesn't mean your prospect will respond.

For the best chance of receiving a response, you can send a sales follow up email once you leave a voicemail. The best part? This type of follow up email has an 80% response rate within 24 hours.

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Use Case 5: After A Trade Show, Conference, or Networking Event

When you attend a trade show, conference, networking event, or any other occasion related to your core business product, service, or target customer, you're bound to make some important connections. So, you'll probably want to send a follow up email to some of those connections you made whether it's to close a deal, connect with a partner, or anything else.

Use Case 6: After Your First Discussion

Sending a strong, first follow up email is crucial. Your message should show your prospective customer that you value their time and explain how you can continue to be of assistance to them.

Since you'll most likely be sending multiple first follow up emails every day to different prospects, you can automate all of your emails by using Sequences — one of the many tools in the HubSpot Sales toolbox.

Use Case 7: After You Send A Follow Up Email

Just because you follow up with your prospective clients once doesn't mean they'll respond. However, that also doesn't mean you should give up. By sending more follow up emails — in situations where you feel it'll be worth it — that are simple, short, and useful, you might just get that response you're looking for. Persistence pays off when it comes to sales follow up emails.

If that email doesn't work, you can try sending a third follow up.

Note: If your prospect does want to set up a meeting, you can save time and use HubSpot's Meeting Scheduling Software so your prospects can book time on your calendar.

Still nothing? Don't be discouraged. Remember: 80% of sales require at least five follow ups. So here’s a fourth follow up email template.

Use Case 8: After Several Follow Ups ... Time For The Break Up Email

Still no response? At this point, it might be time for the break up email.

If you continue the conversation, you'll likely be wasting your time. You're also probably annoying your prospect.

However, it's still important to "break up" with your prospect in a professional way that leaves them feeling positive about you and the company you work for, even if they're certain they won't be doing business with you at this time. Who knows — they may refer you to someone else and/or want to reach out to you in the future.

Here are a few variations of a template to help through your break up:

Alright, you may be thinking the three break up email templates above are a bit less direct than you'd prefer to be after being ignored so many times. You can always go with the straightforward, no BS break up email as well.

In fact, when someone doesn't respond to Bryan Kreuzberger's second or third follow-up emails, he uses this tactic and sends a final follow-up that has a 76% response rate. Bryan swears by it, claiming it's his best-performing email of all time,"No matter how many variations I try, I can't match the results of the 'Permission to close your file?' email template."

Let's take a look:

Ready to Give Your Sales Follow Up Emails A Performance Boost?

Sending a sales follow up email might just be the thing that allows you to finalize and close a major deal. By implementing the templates we've reviewed in your sales process and tailoring them to your prospects, you'll sound professional, helpful, and thoughtful in your communication. And if you're in need of support, HubSpot's free sales tool has numerous features to help you throughout this process — because when you equip yourself with the right tools, you have more time for the important tasks you have to complete.

So, determine your use case, choose your template, and begin sending sales follow up emails to your prospective clients to boost conversions and increase sales.

After 12 months of using HubSpot Sales, we saw revenue grow 6X, our sales cycle shortened from 9 months to 4 weeks, and we grew our headcount by 5.

Josh Harcus

Founding Principal


  1. HubSpot Sales - Email Templates

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