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?

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In this guide, we'll review five examples of follow-up emails you can learn from. Then we’ll check out 16 sales follow-up email templates we've created with the help 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

5 Follow-Up Email Examples

Like any other sales activity, some companies do follow-up emails better than their peers. Here, we'll take a look at some of the businesses that did them right. We’ll show you five follow-up email examples and what you can learn from them.

1. Twilio Covers the Follow-Up Email Fundamentals

Follow-up email example from Twilio

There’s a lot done right in this email. First, Emerald is aiming as high as she can. Although the information is protected, we know that "Howard" is Howard Schultz — CEO of Starbucks. 

She’s also writing this follow-up email with personalized information on why Starbucks needs Twilio. Emerald doesn't focus on highlighting the tool’s features; instead, she stresses how the tool can help Starbucks today. She clearly shows she did her homework and ties the information to strategies that Starbucks was already running.

The end product is a unique and valuable follow-up email that shows Emerald actually cares about helping Starbucks.

Takeaways:

  • Aim high. The CEO might not be the person making the decision, but if they forward the email to the decision-makers, it's bound to get some serious attention.
  • Write a fully personalized and authentic message. Show them you understand they’re a person and not just an item on your to-do list. 
  • Offer value. Pack your follow-up emails with relevant information that speaks to their wants and needs.

2. Canva Re-Engages Its Audience

Follow-up email example from Canva

Every time you send an email with a link, you’re asking your audience, "Will you click the link?" If you want that answer to be "yes," you need to prime your reader beforehand.

Canva does this beautifully in this short but elegant email. In just one small paragraph, the email asks two questions that every reader would say yes to. If someone answers, "Yes, I do wonder if I make mistakes on social media," or, "Yes, I would like to make things better," they’ll be more inclined to click the link and follow through.

The email also ends with a human touch — with the sender signing "Tom" with no last name.

This email can be read in a few seconds and will easily re-engage users. Plus, it’s so simple and non-intrusive that it’s unlikely to generate many unsubscribes.

Takeaways:

  • Prime the reader. Catch their attention with the promise of something they could learn from.
    • Keep it short and engaging. If your leads have gone cold, don’t try and force them to come back. Instead, write them short follow-up emails containing content they may find interesting.
  • Keep it human. Consider an informal touch, like only signing your first name. 

3. Apple Humanizes Itself

Apple’s customer support is legendary. While many tech companies come off as cold and inaccessible, Apple aims to humanize the customer experience. 

Super Office's Steven MacDonald learned about Apple's commitment to exemplary customer service after writing to them about their iTunes store.

This is the first email Steven received from the company:

Follow-up email example from Apple

While Steven was impressed with the first message, it was the follow-up email that really wowed him. After Steven told them his issue was resolved, Apple replied with this:

Personalized follow-up email from Apple

Several other companies might have replied with something like, "Good to know. Thank you for choosing us. Please, let us know if there’s something else we can do."

Apple thought differently. Instead of a canned response, Jose from Apple told Steven he was the reason why he made an effort at his job, and he reminded him that he was always "just an email away."

With this email, Jose assured Steven that Apple's staff is a group of hardworking people who sincerely care about him and his experience with Apple products.

It means a lot that one of the top five largest corporations in the world can show that kind of commitment to individual customers.

Takeaways:

  • Stop using canned responses. If you can’t avoid pre-written responses, use the right templates — and make sure the tone is as friendly and personal as possible.
  • Create a personal connection. Let recipients know the email was written by a person just like them, and not by a large, faceless corporation.
  • Use your name. Instead of signing the email with the name of your company, sign with the name of the person writing it.

4. Salesforce Leverages CTAs After an Event

Follow-up email from Salesforce

In this follow-up email, sent after the Connections conference in Chicago, Salesforce gives the reader a whopping four calls to action.

Although four CTAs may seem like a lot, it makes a lot of sense when you consider the context. The sender knows that these are warm leads, so it provides three quick routes to conversion. For any leads that may need a bit more convincing, the last CTA offers an informative keynote video instead of a direct conversion.

This email has the perfect CTA for every lead, wherever they are in their customer journey.

Takeaways:

  • Use multiple CTAs. If you’re following up with someone who already knows your product, don’t be afraid to go for a sale. Set up a couple of ways for them to convert right away, like a pricing link and the phone number of one of your salespeople.
  • Include a soft CTA for colder leads. Avoid sounding pushy by giving them an option to learn more about your product. This might be a free ebook, webinar, or case study.

5. ReturnPath Follows Up with Ice-Cold Leads

Follow-up email from ReturnPath

All leads are worth a follow up, even your cold ones. This email asks one simple question: "Are you still interested?" 

Two things can happen out of this: The cold lead could reply “yes,” making them a hot lead. Or they could reply "no," telling the sender they’ll never buy.

Whatever happens, one thing is certain — the readers who respond will no longer be cold leads.

Takeaways:

  • Never assume. Instead of deciding whether it’s worth deleting cold leads or not, let them tell you, themselves.
  • Know when to let go. By allowing recipients to choose whether to stay subscribed, you’ll make sure you're only keeping your qualified leads to nurture. Removing the rest saves time and money.

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

Hüify

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