When it comes to selling, sending a follow-up email to a potential client is a must-do. But here’s the kicker: should you keep it formal or go informal? It’s a real brain-teaser for many sales pros and B2B founders. In this piece, we’ll tackle this head-on. We’ll dive into practical tips on when to use formal and when to go for informal follow-ups. Plus, I’ll throw in some real-life cases, share some effective communication tricks, and cover best practices to step up your email follow-up game.

Introduction to Formal vs Informal Follow Up Emails

A follow-up email is more than a gentle nudge—it’s the first building block of your client relationship. Formal emails are all about structure, politeness, and professionalism. They focus on being clear and businesslike. Informal emails are the fun cousin—more like a friendly chat, relaxed, and maybe even a bit witty.

Each style has its moment. Formal emails say, “I’m reliable and respectful,” and are great in traditional industries like finance or law. Informal, though, shines in creative fields or when connecting with warm leads who appreciate some personality.

Take a SaaS company gunning for big enterprise clients—they might prefer formal emails after networking dos. But toss in a potential client they’ve bantered with before, and here’s where informal, breezy follow-ups do wonders. The trick is knowing your audience, the setting, and the message. Nail this and watch your engagement rates soar.

Importance of Follow Up Emails in Client Communication

We can’t stress it enough—follow-up emails are key to sealing the deal. Fun fact: 80% of sales need at least five follow-ups after the initial contact to close. Yet, many sales folks give up after one half-hearted attempt or worse, send out bland emails that don’t hit the mark.

A stellar follow-up email reminds clients of your wonderful chat, hits those objections out of the park, and nudges that deal closer to a ‘yes’. Plus, it reflects your professionalism and attention, building trust, which is vital in engaging clients.

A smart follow-up strategy snuffs out that all-too-common client silence (aka “ghosting”) by clearly outlining next steps or seeking feedback. A formal or informal tone, used just right, can make all the difference, easing communication so clients feel at ease replying.

Look at a case from HubSpot. They found that personalized follow-up emails that align with what clients expect can boost reply rates by a whopping 50% compared to generic or misaligned ones. Similarly, Salesforce suggests informal emails might get quicker replies from younger decision-makers who like casual chats.

So, understanding and selecting the right follow-up style keeps your sales pipeline humming along and boosts those all-important conversion rates.

Understanding the Differences: Formal and Informal Follow Up Emails

Formal Follow Up Emails

Formal emails usually feature:

• Professional greetings like “Dear Mr. Smith” or “Hello Ms. Johnson”
• Full sentences with spot-on grammar and punctuation
• Clearly stated subject lines
• Polished language without slang or contractions
• Classic structure: intro, body, closing remark
• A formal sign-off with full name, title, and company info

Example:

Subject: Follow Up on Our Recent Discussion

Dear Ms. Roberts,

I hope this message finds you well. I’m reaching out to follow up on our recent discussion about your company’s software needs. Let me know if you’ve got any questions or would like to set up a product demo.

Thank you for your time, and I look forward to hearing back.

Best regards,
Urvashi Patel
Sales Manager, Tech Solutions Inc.

Informal Follow Up Emails

Here, we keep it laid-back with:

• Greetings like “Hi John” or “Hey there”
• A chatty tone with contractions and straightforward language
• Short, friendly sentences
• First names only
• Flexible structure, sometimes using bullet points or emojis (where it makes sense)
• Personalized touches referencing prior chats

Example:

Subject: Quick Check-In

Hi Sarah,

Just checking in—any chance you thought about our chat last week? I’m happy to hop on a call or send more info. Let me know what suits you best!

Cheers,
Urvashi

By getting these styles down pat, you make sure you pick the one that fits your client’s vibe and your brand’s voice like a glove.

When to Use Formal vs Informal Follow Up Emails

The choice between formal and informal depends on a few client communication rules:

Use Formal Follow Ups When:

• You’re reaching out to a new prospect or someone you’ve never contacted
• You’re dealing with regulated or conservative industries (think law, banking, or government)
• You’re emailing senior execs or official decision-makers
• The topic is serious, sensitive, or legal
• You’re building authority and trust with professionalism

For instance, if you’re an SDR hitting up a CFO from a Fortune 500 company, go with a formal follow-up. It shows respect and aligns with their expectations.

Use Informal Follow Ups When:

• You’ve got a friendly rapport already
• You’re following up from casual meetups or networking events
• Your client is in a startup, tech, or creative field where casual is the norm
• The prospect’s previous chats have been off-the-cuff
• You need a swift touchbase or a reminder without the heaviness

For example, if a B2B founder is following up with a warm lead they met at a conference, an informal, easy-going email can feel way more approachable and engaging.

Hybrid Approach

There are occasions when mixing both tones works best—a nice blend of polite and friendly. It’s a go-to when you need to sound easygoing yet professional.

Sales teams often come up with email templates using this balanced tone, tweaking them according to lead warmth and industry norms.

Best Practices for Creating Effective Follow Up Emails

Whether you opt for formal or informal, some practices enhance every email’s punch.

1. Personalize Your Message

Nobody likes a faceless email. Mention specific parts of your last conversation or client research to show you’re attentive and genuine.

Example:
“I remember you mentioned challenges with your current CRM system. We’ve got solutions tailored for exactly that.”

2. Be Clear and Concise

Honor your client’s time. Keep it short and sweet, sticking to one primary aim or call-to-action.

3. Include a Clear Call to Action (CTA)

Spell out the next step: schedule a call, look over a proposal, or fire back questions. Clear CTAs are more likely to snag a response.

4. Use Proper Timing

Timing is everything. Don’t hit send too early or too late.

• First follow-up: 2–3 days post initial contact or meeting
• Second follow-up: 4–7 days later if silence strikes
• Don’t overdo it, so as not to annoy or come off as spammy

5. Proofread and Use Professional Formatting

Errors can dent credibility — always double-check spelling, grammar, and your layout before sending.

6. Align Tone with Audience and Brand

Keep consistent with your company’s voice and your client’s culture.

7. Employ Follow-Up Email Templates Wisely

Templates cut down time but need that personal touch. Begin with a relevant template and make sure it’s tailored to your recipient and scenario.

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Case Study: How a Sales Team Improved Replies by Switching Tone

A tech startup was losing leads with stuffy formal emails. After scoping out their responses, they ditched formal for cheeky, informal follow-ups with prospects in startups and SMBs. Boom! Reply rates jumped 35% in a month. For the big fish enterprise clients, they stuck to formal tones and kept engagement steady.

This really shows the power of bending your follow-up style to suit your audience and the feedback you get.

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Conclusion

Figuring out whether to be formal or informal in your follow-up emails is all about understanding your audience, industry standards, and where you stand in your relationship. Formal emails provide the professionalism crucial in many B2B scenarios. Informal ones help add a dash of personality, often leading to quicker replies from warm leads or in laid-back industries.

Choosing the right tone makes client communication smoother, amps up engagement, and drives conversions. Pair it with personal touches, clear CTAs, and spot-on timing for winning results. Try out both styles, learn from the outcomes, and see what clicks with your prospects.

Remember, that follow-up email could be the key to translating interest into action. Use these strategies to build trust and pave the path for lasting client relationships.

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Hoping to take your follow-ups to the next level? Grab our curated Follow-up Email Templates Toolkit — featuring formal, informal, and hybrid options — ready to supercharge your outreach. Start crafting emails that convert like a charm today.

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About the Author

Urvashi Patel is a sales strategist with over a decade of experience driving client engagement and revenue growth. She specializes in B2B communication tactics and consults with revenue ops leaders and ambitious SDR teams. Urvashi is passionate about elevating professional email etiquette and empowering sales professionals through actionable insights.

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Reference Links

• HubSpot Sales Statistics
• Salesforce Trends Report
• Forbes Guide to Professional Email Etiquette
• Harvard Business Review on Follow-up Strategies
• TechTarget: Email Templates That Work