Sending emails to potential clients is a normal part of sales. But many times, these emails get no reply. This can be frustrating, but it's important to know that follow-up sales emails are a key part of the process.
This guide will help you write follow-up sales emails that get responses, even from tough prospects. With these simple strategies, you can turn follow-ups from a struggle into a useful sales tool.
Why Follow Up Sales Emails Matter When They Don’t Respond?
When a prospect ignores your first sales email, you might think they’re not interested. But that’s not always the case.
People are busy. Emails get lost. Sometimes, your message just isn’t a priority at that moment. Follow-up sales emails help remind them without being pushy.
If a prospect doesn’t respond, your follow-up strategy can make or break the deal. A competitor who follows up may win the sale instead.
Following up also shows that you care about their needs. It proves you're not just another salesperson chasing numbers. Instead, you’re someone who truly believes in the value you offer.
Best Practices for Writing Follow-Up Sales Emails
A good follow-up sales email can help you close a deal. Here are some best practices to help you follow up effectively.
Timing Your Follow-Up
When you follow up matters. If you send another email too soon, you might annoy the prospect. If you wait too long, they may forget about you. Understanding the length of your sales cycle can help determine optimal follow-up intervals.
The Best Follow-Up Schedule:
- First follow-up: 2–3 days after your first email
- Second follow-up: 4–7 days after the first follow-up
- Third follow-up: 10–14 days later
- More follow-ups: Every few weeks, based on their interest level
The goal is to stay in touch without overwhelming them. If you don’t get a response after four or five emails, it may be time to pause or change your approach.
Writing Subject Lines That Get Opened
Your subject line decides if your email gets read or ignored. It should be short, clear, and personal.
Examples of Strong Follow-up Subject Lines:
- “Quick follow-up: [Their Company Name] + [Your Company Name]”
- “Still thinking about [mention a pain point]?”
- “Next steps on [previous conversation topic]”
- “Following up—any thoughts on this?”
Adding their name or mentioning a past conversation can make your email stand out.
Making Your Email Personal
Generic emails don’t work. If you want a reply, show that you understand their business and needs.
Ways to Personalize Your Follow-up:
- Mention something from your last conversation
- Bring up recent news about their company
- Refer to a shared connection
- Talk about challenges specific to their industry
- Mention what they looked at on your website
The more personal your email feels, the more likely they are to reply.
Offering Value in Every Email
Don’t just ask if they got your last email. Instead, share something useful that makes them want to respond.
Ideas for Adding Value:
- Share a blog post, case study, or whitepaper
- Offer industry insights or trends
- Recommend a free tool or resource
- Provide a possible solution to a problem they have
Ending with a Clear Call-to-Action (CTA)
Your email should make it easy for them to take the next step. Avoid vague requests like “Let me know your thoughts.” Instead, give them a specific action.
Examples of Strong CTAs:
- “Would you be free for a 10-minute call on [date]?”
- “Here’s a link to schedule a demo—feel free to pick a time that works.”
- “Should we check back in a few weeks? Let me know what works best.”
- “Would you like me to send case studies on how we helped similar businesses?”
The easier it is for them to reply, the more likely they will.
Follow-Up Sales Email Samples
Having a good follow-up sales email strategy is important. But writing the right message can be tough. Below are sample emails for different situations. You can adjust them based on your industry and the prospect’s needs.
After No Response to Initial Outreach
If they didn’t reply to your first email, don’t assume they’re not interested. A gentle follow-up can bring your message back to their attention.
Sample Subject Lines:
- “Just checking in – any thoughts?”
- “Following up on my last email”
- “Still interested in [solving their pain point]?”
Email Template:
Hi [First Name],
I hope you’re doing well! I wanted to follow up on my previous email regarding [briefly restate the value proposition]. I know things get busy, so I just wanted to check if you had a chance to review my message.
If [mention their challenge] is still a priority for you, I’d be happy to share more details or answer any questions you might have. Let me know if you’d be open to a quick call this week.
Looking forward to your thoughts!
Best,
[Your Name]
[Your Company]
Following Up After a Meeting or Call
After a meeting, it’s a good idea to send a quick recap. This keeps everyone on the same page and helps move things forward.
Sample Subject Lines:
- “Great speaking with you – next steps”
- “Recap of our call + what’s next”
- “Excited to move forward – here’s what’s next”
Email Template:
Hi [First Name],
It was great speaking with you earlier! I appreciate the time you took to discuss [mention key discussion points].
As we discussed, here’s a quick recap of our conversation:
[Key takeaway #1]
[Key takeaway #2]
[Key takeaway #3]
The next step is [outline the next action]. I’ve attached [any relevant resources, links, or documents] that might be helpful. Let me know if you have any questions or if there’s anything else I can do to assist.
Looking forward to hearing your thoughts!
Best,
[Your Name]
[Your Company]
Re-Engaging a Cold Prospect
If a prospect hasn’t responded in a while, you can check in without being pushy. Instead of just asking if they’re interested, share something useful.
Sample Subject Lines:
- “Still interested in [topic]?”
- “We haven’t heard from you—here’s something that might help”
- “Checking in – new insights for [their company]”
Email Template:
Hi [First Name],
I hope you're doing well! I wanted to reach out since we last connected about [mention the topic of your previous conversation]. I know things get busy, so I thought I’d share [mention a relevant resource, industry update, case study, etc.] that might be helpful for your team.
If [specific challenge] is still something you’re looking to address, I’d love to reconnect and see how we can support you. Let me know if it makes sense to set up a quick call next week.
Looking forward to hearing your thoughts!
Best,
[Your Name]
[Your Company]
Conclusion
Follow-up sales emails are important when you don’t get a response. A good follow-up plan keeps you on their radar without being annoying.
Every follow-up should have a reason. It should give useful information, solve a problem, or help the prospect make a decision. Even if they don’t reply right away, regular and thoughtful follow-ups improve your chances of success.
FAQs
1. How long should I wait before sending a follow-up email?
Send your first follow-up sales email 2–3 days after your first message. If they don’t reply, wait 4–7 days before following up again. After that, you can space out your follow-ups to 10–14 days or longer, depending on the situation.
2. What’s the best day to send follow-up sales emails?
Tuesday and Thursday mornings usually work best. The best time is between 10 AM and 2 PM in the recipient’s time zone.
3. Should I use automation for follow-up emails?
Automation can help, but don’t send generic messages. If you use automated follow-up sales emails, make sure they feel personal. Include the recipient’s name, company, and relevant details to keep the message engaging.
