A follow up email to a potential client is sent after your initial contact to jog their memory, offer more info, or nurture the relationship toward a business deal.
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Creating a knock-your-socks-off follow up email to potential client isn’t just a nifty skill—it’s absolutely crucial for sales leads, B2B innovators, revenue ops wizards, and eager SDRs trying to make their mark. In today’s cutthroat sales climate, merely sending the first email doesn’t cut it. That first interaction is just your foot in the door. What you do next, how you follow up, is what can nudge a hesitant maybe into a solid yes. Let’s dig into the real deal on why follow-ups matter, the best ways to do them, and how you can actually put this into practice right away with insights and proven strategies.
So here’s the deal: a follow up email to a potential client is more than a digital handshake after your first hello. Think of it as a clever way to nudge them a teeny bit closer to buying what you’re selling. A lot of salespeople don’t give it much thought, brushing it off as an afterthought.
Guess what? They should not—research reveals that nearly 80% of sales need five or more follow-ups to seal the deal (thanks, HubSpot Sales Stats). This isn’t just a nice-to-have strategy; it’s a business move with major impact.
Follow-up emails have multiple purposes. They can gauge interest, tie up loose ends, share exciting updates, and underline the value you’re offering. They’re your tool for building trust, showing your professional chops, and demonstrating persistence without crossing into nagging territory.
For folks in leadership or those powering up revenue operations, getting a grip on client follow-up tactics is key to boosting your pipeline and cutting down churn. For those in the SDR trenches, a good follow-up could be the reason a lead becomes worth its weight in gold.
A follow up email to a potential client is way more than a simple nudge. Here’s why you can’t skip it:
Increases Responses: Ever sent the perfect email and heard crickets? Follow-ups make sure your initial outreach doesn’t get lost in the shuffle. Follow-ups give your prospect that gentle reminder, upping your chance of hearing back. Yesware links a 21% jump in response rates to a well-timed follow-up.
Builds Rapport: Always checking in with your leads? That familiarity can grow into trust. Your thoughtful outreach signals you respect people’s time and are dedicated to understanding what they truly need.
Gets Into Prospects’ Needs: Follow-up emails give insight into what really worries a prospect or capture their main business hurdles. It’s a conversation starter, which is crucial when guiding sales, especially in complex B2B markets.
Shows You Mean Business: Sending a smart follow-up isn’t just a reminder—it’s proof you’ve got diligence and sharp attention to detail, both reflecting positively on you and your brand.
Keeps You Front and Center: Plenty give up after one or two emails. Consistent follow-ups aren’t just about persistence; they let you stand out and signal you’re ready to go the extra mile.
A real-world example: I once worked with a SaaS company where SDRs who threw in at least four follow-up emails per lead saw a 40% bump in closed deals compared to those who only sent the initial email and one follow-up. This wasn’t just a happy coincidence. It showed that follow-ups are not just nice to have—they’re essential to keeping momentum going.
Not all follow up emails are crafted equally—there’s no single “perfect” email template. The format varies based on your sales process and where you stand with your prospect. Let’s delve into popular and effective formats top sales teams swear by.
Goal: Ping someone who may have slipped through the net post your first outreach.
Format:
Sample line:
“Hope you’re doing well! Just touching base to see if you had a chance to consider the last note I sent about X service.”
Why it works: It’s courteous with their time and it gently keeps you on their radar.
Goal: Deliver something useful linked to their key problems or interests.
Format:
This feeds into the principle of give-and-take: by giving value first, you’re inviting engagement.
Purpose: Lock-in details for a scheduled call, demo, or appointment.
Format:
This helps respect their time and minimizes the chance they’ll bail.
Goal: Several follow-ups with crickets? Time to wrap things up amicably.
Format:
Sample line:
“I don’t want to fill up your inbox unnecessarily. If the timing’s off right now, I’m happy to circle back when it suits you better.”
It leaves them with a good impression, even if they’re not biting now.
Crafting a great follow up email means hitting that sweet spot: clear and concise yet personal and valuable. Here’s what’s key, based on personal experience and proven practices.
Generic messages won’t cut it. First names, company deets, industry shout-outs—these make your message pop. Reach into previous discussions as a reminder that you’re listening.
Professionals are busy bees—they “why should I care?” answer should be obvious within seconds in your message.
Leave no room for guessing what you want. Is it a quick chat, a demo, or a document swap? Your CTA should lead them clearly down that path.
Solid CTAs include:
Too many emails too quickly can fray trust. Ideally, send 2-3 days after your last message, gauging interest. If unanswered for more than 3-4 emails, consider a friendly break-up note.
Errors hurt your cred. Use short paragraphs, bullets, and white space for readability. Skip jargon or language that screams “robot.”
Each email should give reasons for your prospect to engage: news, insights, solutions. Skip repetitive “just checking in” lingo if it doesn’t steer the convo forward.
Utilize CRM or email trackers to know if your email was opened. Automation is great for scaling, but remember the human touch by tweaking templates.
Here’s a glimpse of follow up email examples that jive well in B2B sales circles. Adjust them to your specific context and buyer’s needs.
Subject: Following up about [Product/Service]
Hi [First Name],
Hope all’s good with you. Did you have a chance to think about how [Product/Service] might ease [Prospect’s Company]‘s [Pain Point]?
Let me know if you’d like a quick chat. I can work with your calendar.
Cheers,
[Your Name]
Subject: Some insights for [Prospect’s Company]
Hi [First Name],
When we chatted last, you mentioned [Specific Challenge]. Here’s a case study about how folks in [Prospect’s Industry] who used [Product] cut costs by 20%.
Here’s the link: [URL]
Shall we explore this strategy together for your team?
Thanks,
[Your Name]
Subject: Looking forward to our meeting on [Date]
Hi [First Name],
Quick note to confirm our call on [Date]. We’ll zero in on your objectives with [Product/Service] and see how we can back your goals.
Give me a shout if you need to change the meeting time.
Looking forward,
[Your Name]
Subject: Not letting this clutter your inbox
Hi [First Name],
I haven’t gotten a reply about [Product/Service]. Totally get it if it’s a busy time for you right now.
If the stars align at a later date, I’d be here to reconnect. If not, I’ll close your file for now.
All the best,
[Your Name]
Crafting a spot-on follow-up email to potential clients is a cornerstone of leveling up your B2B sales game. It’s a task that calls for tenacity, consideration for your reader’s time, tailoring your message, and injecting clear value.
Stick to formats that aren’t just template chatter—from kind nudges to value-packed exchanges and a graceful goodbye if needed—you’ll find yourself fostering more fruitful interactions.
Keep it snappy yet direct. Personalize each outreach and tie it with a compelling call to action. Watch receiver activity, refine your methods, and adapt as needed. Done right, a smart follow-up strategy morphs cold leads into long-term patrons.
Persistent and considerate follow-ups are winners in the sales arena. Get started on sharpening your tactics today.
Want to sharpen your follow-up skills? Grab our free follow-up email templates loaded with customizable, high-performing email frameworks for every part of the sales cycle. Apply these methods to see your response rates and meetings thrive.
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Urvashi Patel, a savvy content creator with over seven years of honing her B2B sales expertise, focuses keenly on email outreach and building fortified sales pipelines.
A follow up email to a potential client is sent after your initial contact to jog their memory, offer more info, or nurture the relationship toward a business deal.
Aim to send your first follow-up within 48-72 hours after initial contact to maintain interest without coming off as overeager.
Make it personal. Include a call-to-action, be timely with your follow-ups, and offer value or relevant insights in each correspondence.
Templates are a good start, but tweaking each follow-up to fit the buyer’s specific needs and context greatly improves engagement.
Steer clear of generic tone, aggressive language, an overload of emails, and missing the opportunity to add value or relevant context.
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