It's basically your second chance to catch the prospect's attention when they didn't reply to your first email, meant to re-engage and encourage them to finally respond.
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Sending a follow-up sales email after no response can feel like you’re navigating a maze with no clear path. You want to stay in the prospect’s mind, but not in an overwhelming way. Whether you’re leading sales efforts, starting up a B2B venture, or hustling as an SDR, you’ve got to nail the follow-up game. This blog dives into practical, expert-backed advice on what makes follow-ups key, how to write them like a pro, and strategic moves that actually get you more replies.
In the sales world, it’s rare for just one email to seal the deal. It usually takes several attempts to even get prospects to notice you. A follow-up sales email is your second—or even third—chance to reconnect with those who didn’t answer the first time around. It’s all about sparking their interest again, clarifying the value you bring to the table, and making it easy for them to respond to you.
Did you know, according to a HubSpot study, a whopping 80% of sales need at least five follow-ups post initial contact? Yet, surprisingly 44% of sales folks throw in the towel after just one “no response.” This gap is a golden opportunity—consistent follow-ups can really boost your revenue possibilities.
By adopting effective sales email follow-up strategies, you don’t just increase your reply chances, but you also build trust and credibility into your sales narrative.
Ignoring the echo of silence after your first email isn’t just unwise; it’s a missed chance. Prospects drown in emails daily, yours included. Here’s why giving that follow-up a shot is crucial:
Last year, I helped out a SaaS startup where the reply rate for their initial outreach was a sorry 12%. After using a three-step sequence spaced out by five days, their reply rate rocketed to 38%! Some prospects finally chimed in only on the third or fourth email—it’s a numbers game and persistence pays off.
Putting together a follow-up email that hits the right notes means balancing sharpness, brevity, and a personal touch. Here’s how to pull it off:
Long-winded emails can overwhelm. Stick to 2-3 pithy paragraphs. If you need to, use bullet points. Keep it clean, and cut the fluff.
Drop hints about their industry, touch on known business woes, or mention recent news from their company. Recall any prior interactions to show you’re genuinely in the loop.
Quickly remind them why your solution matters to their situation. Add a fresh insight or useful resource to enhance value.
Ditch vague asks like “Let me know”—opt for specifics like “Could we catch up for a 15-minute chat this Thursday?”
Appreciate their busy schedule, but also show confidence, like, “I’ll touch base once more next week if I don’t hear back.”
Consider 3–5 days after the initial email for your first follow-up. Space further ones to 5–7 days apart. Cap it at 4-5 follow-ups to avoid being “that annoying email.”
Lines like “Quick question about your team’s onboarding” catch the eye without screaming “spam.”
Just sending emails doesn’t cut it. Here’s how to truly refine your approach:
Bring fresh reports, case studies, or updates. It keeps you fresh in their mind, and it shows you’re always thinking of ways to help.
Try linking emails to LinkedIn messages, phone calls, or social touches to see which medium gets the best response.
Show off client success stories. Trust builds action.
Leverage tools that track email opens or site visits and tailor your follow-up to these behaviors.
Talk about limited-time offers or deadlines that align with solving their problems.
After 3-4 taps on the email door with no luck, a gentle “breakup” email to acknowledge the silence leaves the door open for future chats.
An SDR team I knew applied a “value + urgency” tactic for their emails: “Thought you might find this client success story intriguing. It boosted similar businesses’ revenues by 20%. We’re wrapping up our invitations for this quarter; should I slot you in?” This was gold for prospects who’d ghosted earlier emails.
Templates are lifesavers, but always add your personal flavor to each one based on who you’re talking to.
Subject: Quick follow-up on [Topic/Product]
Hi [Name],
Just circling back to see if you’ve had a moment to look through my last message about [product/solution]. I figure it may help your team tackle [specific benefit].
Can we carve out a time this week for a quick chat?
Best,
[Your Name]
Subject: Thought this might interest you, [Name]
Hi [Name],
I’ve got this [case study/whitepaper] detailing how [client] improved [result] with our solution. It’s tailored to challenges like yours.
Keen to talk about how this could fit your needs? I’m free for 15 minutes on Thursday or Friday.
Cheers,
[Your Name]
Subject: Should I stay or should I go?
Hi [Name],
Since I haven’t heard back after a couple of tries, I’m thinking now’s probably not the best time. If things change, I’m here whenever you’re ready to chat.
Best with [their project/goal].
Take care,
[Your Name]
Additional Personalization and Timing Tips:
A well-thought-out follow-up sales email when you’ve heard nothing back is like having a key to more productive engagement. It’s about building relationships, showing your value clearly, and pushing deals forward. Prioritizing concise, personalized, and impactful messaging alongside strategically timing your emails is the way to see those reply rates climb.
Remember, sales outreach is a marathon, not a sprint. A blend of persistence and respect cultivates trust. Use these templates and strategies as your launching pad. Tailor these ideas to your industry and audience, and don’t forget to adjust as you gather more insights.
Looking to amp up your sales responses? Grab our free Sales Email Follow-Up Toolkit, loaded with customizable templates and sequences that really convert. Turn those cold leads into promising opportunities.
For customized advice on sales outreach and boosting your team’s conversions, feel free to reach out to me directly at [your-email@example.com]. Let’s make that next follow-up truly count.
It's basically your second chance to catch the prospect's attention when they didn't reply to your first email, meant to re-engage and encourage them to finally respond.
It's generally smart to wait about 3 to 7 days after the first email before sending a follow-up. You don't want to come off too strong, but you still want to stay on their radar.
Definitely! Make it personal, add value, keep it brief, have clear calls to action, and shake up your approach with various touchpoints.
Absolutely. Using templates is efficient, but make sure you tweak them to fit your prospect's unique situation for better results.
If after 3-4 well-timed follow-ups you still get crickets, consider taking a break or trying other avenues like phone calls or LinkedIn messages.
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