How to Write a Sales Email Follow-Up That Gets Responses

Introduction

Have you ever sent a sales email and received… total silence?

It happens more often than not. That initial outreach might get lost in a flooded inbox, or maybe your message didn’t hit the right note. But here’s the good news: a strong sales email follow-up can completely change the game.

In this guide, you’ll learn how to craft a follow-up that gets noticed, gets opened, and actually gets replies. Whether you’re reaching out after a demo, a cold pitch, or a networking event, these strategies can help you build momentum and close more deals.

Why Sales Email Follow-Ups Matter More Than the First Email

The first touchpoint is important, but it’s often the second (or third) message that gets the response. In fact, research shows that 80% of sales require five follow-ups to close. People are busy. Sometimes they need a reminder, or more context, or just the right moment.
Following up shows persistence and professionalism. It keeps the conversation alive and proves you’re genuinely interested.

What to Include in a High-Converting Sales Email Follow Up

• A strong subject line that sparks curiosity or mentions value
• Personalized greeting (use their name and mention something relevant)
• Quick recap of your last touchpoint or offer
• Value proposition (why should they respond?)
• Clear call-to-action (schedule a call, reply, confirm interest)
• Avoid long paragraphs. Keep it brief and scannable.

Crafting the Perfect Subject Line

Your subject line is the gatekeeper. If it doesn’t work, the rest doesn’t matter.
Here are a few ideas:

• “Still considering [solution]?"
• "Following up on our quick chat"
• "Quick question about your goals."
• "[First Name], is this still a priority?”

Test different styles—questions, urgency, curiosity, personalization—to see what works best for your audience.

Real-World Sales Email Follow Up Example

Here’s a simple structure you can adapt:

Subject: Quick follow-up on our last conversation

Hi [First Name],
Just wanted to follow up on my previous email about [solution/product]. I know things get busy, so I thought I’d check in.
We’ve helped [similar client] achieve [result], and I think you’d see similar success.
Are you open to a quick chat this week to explore further?

Best,
[Your Name]

This format is short, relevant, and respectful of their time.

Mistakes to Avoid in Sales Follow-Ups

• Being too aggressive: Don’t guilt-trip or pressure
• Sending the same email over and over
• Not adding new value each time
• Failing to personalize the message
• No clear CTA (make it easy to respond)

Using Cold Sales Emails? Follow Up Even More Carefully

Cold outreach is a tough game. Your first email often gets ignored. That’s why a thoughtful follow-up can break through.
Be clear, concise, and respectful. Use proof points or case studies. Position your offer as a benefit, not a pitch.

Tools That Make Sales Email Follow-Ups Easier

You don’t have to do this manually.
Tools like InboxPlus, Mailshake, Yesware, and Lemlist can help you:

• Automate follow-up sequences
• Track opens and clicks
• Personalize at scale
• Stay organized with reminders

If you’re serious about follow-ups, automation is your friend.

How to Keep It Personal While Using Automation

Even with automation, your messages should feel 1:1.
Here’s how:

• Use custom fields (first name, company, pain point)
• Write like a human, not a robot
• Add value in every touch
• Test and refine based on responses

Your follow-up is only as good as the experience it creates.

Sales Email Follow-Up Metrics You Should Track

What gets measured gets improved. Track:

• Open rate (is your subject line working?)
• Click rate (are they engaging with content?)
• Reply rate (are they responding?)
• Conversion rate (are they booking meetings or buying?)

Use this data to adjust your timing, messaging, and targeting.

How Many Times Should You Follow Up?

There’s no magic number, but most experts agree:

• 3 to 5 follow-ups are ideal for warm leads
• Up to 7 for cold prospects, spaced over 2–3 weeks

If they haven’t responded after that, it may be time to move on or re-engage later with new value.

Final Thoughts: Follow Up with Purpose

Your follow-up emails shouldn’t feel like an afterthought. They are a strategic part of your sales flow.
Done right, they can revive conversations, build trust, and drive action.
So the next time your first sales email goes unanswered, don’t give up. Send a sales email follow-up that feels helpful, human, and intentional.