It's an email you send after making initial contact with a prospect, designed to re-engage their interest and move the sales process forward.
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Hey there, sales champions! Let’s talk about the absolute game-changer in sales – the follow-up email. You know that moment when you’ve made initial contact and things have gone silent? That’s when your follow-up email gets its time to shine. Not to get all dramatic, but this is where most of the magic happens; deals are either made or they slip through the cracks.
The initial outreach is crucial, sure, but it’s the follow-ups that really seal the deal. Let’s face it, in the chaos of everyday life, your prospects have a million things going on. Maybe they loved what you had to say but forgot about it five minutes later when an urgent email popped up. Your follow-up is your bridge back into their spotlight.
Want some stats? According to a 2023 report by Salesloft, 60% of sales successes happen after you’ve nudged a prospect a few times. Despite this, a surprising number of sales reps throw in the towel after just one or two emails. Don’t be that person!
Here’s what a robust follow-up strategy can do for you:
Crafting the perfect follow-up email is both art and science. Here’s how to make yours stand out like a spotlight at a backyard BBQ:
Hey, when’s the last time you were moved by a “Dear Valued Customer” email? Exactly. Use their name, recall your last interaction, and make it clear you’re not some faceless corporation.
Example: “Hey Jamie, just touching base on our chat from last Thursday about boosting your retention rates.”
No need to be mysterious here—brevity wins the day.
Example: “I’m reaching out with an exciting case study that could shed some light on your industry.”
People act when there’s something in it for them. Offer insights, answer questions, or show them why they can’t pass up your solution.
Example: “One client saw a 25% jump in sales in just three months using our platform.”
A call to action doesn’t have to feel like a shove; it can be a friendly hand wave.
Example: “Are you up for a quick 15-minute call to see if this fits your needs?“
End on a high note with a courteous close.
Example: “Thanks for considering, Jamie. I’m here if you’ve got questions.”
We’re all busy, so make sure your email is easy to skim. Think short and sweet.
Your subject line should promise value or hint at urgency. And remember, timing matters—send a follow-up a few days after your last message, but don’t be too rigid about it. Adjust according to your needs.
Subject: Quick follow-up on [topic]
Hi [First Name],
I wanted to circle back after our previous conversation about [topic]. I thought this case study might interest you—it highlights how [client] improved [metric] using our solution.
Could we schedule a brief chat this week to discuss ways this might benefit you, too?
Thanks for your time.
Best,
[Your Name]
[Your Contact Information]Tweak this template with details specific to your prospect and past conversations you’ve had.
Starting with a basic template is just the beginning. Here’s how to turn those follow-ups into closed deals:
Your follow-ups should speak directly to the recipient. Are they in a specific industry? What’s their role? Tailoring your approach will make your proposition more meaningful.
Make data your best friend. Track who’s opening your emails, who isn’t talking back, and adjust your tactics accordingly. Tools like HubSpot or Salesforce can be invaluable here.
Most experts will tell you the sweet spot is 2-4 days after the last contact. But hey, play around with it. What works for one prospect might not for another.
Emails are great, but they’re not the whole story. Mix it up with a call or a LinkedIn message. A combination of channels can really make you unforgettable.
Stories sell. Testimonials or case studies show your potential customers that you know your stuff. It’s like, “Look, we’ve done this before, and it worked.”
Nobody likes a hard sell. Frame yourself as a helpful resource rather than a salesperson. Focus on solving their problems and they’ll naturally be more engaged.
Ditch the yes/no questions and opt for ones that get them talking.
Example: “What challenges are tripping you up with your current process?“
According to industry research, 70% of deals need 3-5 follow-ups. Keep going until you get a definite answer.
Track what’s working and what’s not, then tweak your strategy. Small changes can lead to big results.
A SaaS company revamped their approach with the template framework mentioned above. By segmenting their audience by industry and throwing in relevant case studies, they saw a 45% increase in responses and a 30% spike in closed deals within three months. Their secret? Targeted messaging backed by solid data.
Examples help a ton, right? Here are three samples tailored for different follow-up scenarios:
Subject: Let’s Follow Up on Yesterday’s Demo
Hi [First Name],
Thanks for taking the time for our demo. Do you have any questions about [product]? I’d love to hear your feedback.
Some of our users find [feature] super handy for [pain point]. Can we hop on a call to explore this further?
Looking forward to it.
Best,
[Your Name]
Subject: Just touching base—did you see my last message?
Hi [First Name],
Just wanted to bump this message up in case it got missed. I’d love to help explore solutions for [problem].
If now isn’t the best time, no worries. Let me know when you’re free to chat.
Best regards,
[Your Name]
Subject: Thought This Case Study Might Interest You
Hi [First Name],
I stumbled upon a case study highlighting how a similar company used our solution to boost conversions by 20%.
Want to chat about how we can help you achieve similar results?
Thanks,
[Your Name]
These bad boys feature what you need: clear language, personalization, added value, and gentle CTAs—all vital for crafting that knockout sales follow-up email.
Follow-up emails are your ticket to boosting conversions and sealing deals. When you have a structured template, it saves time and ensures your messages resonate with your audience. It’s all about adding a personal touch, delivering value, including a clear call to action, and hitting them at the right time.
Leverage the strategies mentioned: segment your audience, get chummy with data, use multiple channels, and let social proof work its magic. Keep testing and refining your approach—response rates and engagement metrics are your compass.
Are you ready to supercharge your follow-ups? Download our free template and start turning those prospects into loyal clients.
Call to Action:
Don’t miss out on closing those deals. Grab our free, proven sales follow-up email template today and start boosting those conversion rates. Need personalized advice? Set up a free consult with our sales experts to fine-tune your strategy.
It's an email you send after making initial contact with a prospect, designed to re-engage their interest and move the sales process forward.
Because it delivers a clear, timely, and personalized message that addresses prospects' needs, increasing the likelihood of a response.
Personalization, a solid value proposition, a clear call to action, and a politely persuasive tone are essential components.
Typically, sending 3-5 follow-ups is optimal, according to the sales cycle and the prospect's responsiveness.
Absolutely, with sophisticated sales engagement tools, you can automate while still personalizing to keep your emails genuine.
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