Every month, the sales clock resets. Last month's performance is behind you — now, it’s all about this month. You may contact new clients or … begin your cadence of follow up emails in hopes ofstriking a deal. Problem is, sending a generic, “just checking-in” follow up email typically isn't good enough. So how do you write a sales follow up email that converts? Whenshould you follow up? How do you maintain contact without being pushy? What should you say? In this guide, we'll review five examples of follow-up emails you can learn from. Then we’ll check out 16 sales follow-up email templates we've created with the help of our salespeople here at HubSpot to help you get started. Before we get started reviewing templates, it's important to note that your subject line is also exceptionally important — this is the first thing your prospective clients are going to read, so it needs to be perfect. Here are some subject line examples — split into groups based on the type of sales follow up email you're writing — that will make your prospects intrigued enough to open your message. These examples have actually been used some of HubSpot's top sales professionals to help them achieve high email open rates. Like any other sales activity, some companies do follow-up emails better than their peers. Here, we'll take a look at some of the businesses that did them right. We’ll show you five follow-up email examples and what you can learn from them. There’s a lot done right in this email. First, Emerald is aiming as high as she can. Although the information is protected, we know that "Howard" is Howard Schultz — CEO of Starbucks. She’s also writing this follow-up email with personalized information on why Starbucks needs Twilio. Emerald doesn't focus on highlighting the tool’s features; instead, she stresses how the tool can help Starbucks today. She clearly shows she did her homework and ties the information to strategies that Starbucks was already running. The end product is a unique and valuable follow-up email that shows Emerald actually cares about helping Starbucks. Takeaways: Every time you send an email with a link, you’re asking your audience, "Will you click the link?" If you want that answer to be "yes," you need to prime your reader beforehand. Canva does this beautifully in this short but elegant email. In just one small paragraph, the email asks two questions that every reader would say yes to. If someone answers, "Yes, I do wonder if I make mistakes on social media," or, "Yes, I would like to make things better," they’ll be more inclined to click the link and follow through. The email also ends with a human touch — with the sender signing "Tom" with no last name. This email can be read in a few seconds and will easily re-engage users. Plus, it’s so simple and non-intrusive that it’s unlikely to generate many unsubscribes. Takeaways: Apple’s customer support is legendary. While many tech companies come off as cold and inaccessible, Apple aims to humanize the customer experience. Super Office's Steven MacDonald learned about Apple's commitment to exemplary customer service after writing to them about their iTunes store. This is the first email Steven received from the company: While Steven was impressed with the first message, it was the follow-up email that really wowed him. After Steven told them his issue was resolved, Apple replied with this: Several other companies might have replied with something like, "Good to know. Thank you for choosing us. Please, let us know if there’s something else we can do." Apple thought differently. Instead of a canned response, Jose from Apple told Steven he was the reason why he made an effort at his job, and he reminded him that he was always "just an email away." With this email, Jose assured Steven that Apple's staff is a group of hardworking people who sincerely care about him and his experience with Apple products. It means a lot that one of the top five largest corporations in the world can show that kind of commitment to individual customers. Takeaways: In this follow-up email, sent after the Connections conference in Chicago, Salesforce gives the reader a whopping four calls to action. Although four CTAs may seem like a lot, it makes a lot of sense when you consider the context. The sender knows that these are warm leads, so it provides three quick routes to conversion. For any leads that may need a bit more convincing, the last CTA offers an informative keynote video instead of a direct conversion. This email has the perfect CTA for every lead, wherever they are in their customer journey. Takeaways: All leads are worth a follow up, even your cold ones. This email asks one simple question: "Are you still interested?" Two things can happen out of this: The cold lead could reply “yes,” making them a hot lead. Or they could reply "no," telling the sender they’ll never buy. Whatever happens, one thing is certain — the readers who respond will no longer be cold leads. Takeaways: Now that we've reviewed some examples of subject lines you can use for your follow up emails, let's dive into the templates that will help you improve your conversions. As mentioned, there are 16 templates here — we've organized them by specific use case so you can browse them easily. First, here's a quicka look at the 8 specific use cases: Once you've had a positive, first meeting with your prospective client, you'll probably find yourself sending them a follow up email. For example — imagine, you just nailed your client call. Your prospective customers were hanging onto your every word — even finishing your sentences. And now your head is spinning thinking about all of the ways you'll spend your commission check. You send that follow up email regarding their next steps so you can close the deal. But wait — for some reason, that same client isn’t responding to any of your emails or calls. Now what? Here are two follow up emails you can send once you've had an initial meeting to get the ball rolling again. Next Step? [Name], I’m writing to follow up. I’m not sure what our next step is. Let me know what makes sense for you as a next step, if any? Thanks for your input. [Signature] Update? [Name], I’m writing to follow up on our last conversation. My boss asked me for an update on your account. I told him I didn’t have one. I’m not sure if it makes sense to continue the conversation. What makes sense as a next step, if any? [Signature] Another situation that calls for a follow up email is after a trigger event occurs. For example, if you notice a prospect is re-opening an email or proposal you sent, you can try to follow up with them. Using HubSpot's free sales tools, you can get notifications whenever a prospect opens your email. Start tracking your emails today for free. Not only does this tool make you feel like you're a spy, but it's exceptionally useful in gauging a prospect's interest and boosting conversions. In fact, a HubSpot customerclosed a $100,000 dealafter capitalizing on an email notification. Let'stake another look Last we chatted, you requested that I get back in touch in November. I may be a month early, but I figured it’d be worth checking-in. Have you given any additional thought to my proposal? I’d be happy to do a quick review of it on the phone and answer any pending questions. What does your calendar look like to schedule a conversation? Update? [Name], two of your teammates were looking at our product page this week. The product page they’re all viewing is focused on helping reps close deals at an accelerated rate. Do you have 10 minutes to discuss what tools your team has been researching? Would they like to join the call? If so, what does your calendar look like? Get over two dozen pre-written email templates and a tool to automate your process, for free. Click here Sometimes, when determining the type of follow up sales email you need to send, you realize you may need to make a few small tweaks to your message. Whether this is a simple change in wording, or sending the email to a different person at the company you're trying to do business with, small adjustments to your message might just get you that response you're looking for. For example, Bryan Kreuzberger, Founder of BreakthroughEmail, was hired by a consulting agency to help close their pipeline filled with world-class, Fortune 1000 companies: Google, Toyota, etc. He had a list of 522 companies to work with, but the agency had a problem — they weren't closing any deals. Instead of spamming companies with the same, ineffective email template, Bryan made a few small tweaks to their sales process. Then, they saw an 80% email open rate, earning $4,386,000 in additional revenue. Re: appropriate person? [Name], I’m writing to follow up on my email. I didn’t hear back from anyone on the team. If it makes sense to talk, let me know what your calendar looks like. If not, who is the appropriate person for me to talk to? Thanks for your help, [Signature] There are multiple scenarios in which you'll likely find yourself leaving a prospective customer a voicemail or two. But similar to email, just because you leave a voicemail doesn't meanyour prospectwill respond. For the best chance of receivinga response, you can send a sales follow up email once you leave a voicemail. The best part? This type of follow up email has an 80% response rate within 24 hours. Sorry I missed you Hi [Name], I just called to [explain your purpose]. In my voicemail, I mentioned that I’ll try you again on [date and time], but feel free to reach me whenever works best for you at [phone number] or shoot me an email. [Signature] When you attend a trade show, conference, networking event, or any other occasion related to your core business product, service, or target customer, you're bound to make some important connections. So, you'll probably want to send a follow up email to some of those connections you made whether it's to close a deal, connect with a partner, or anything else. Excited about front-end development at[Company Name] Hi [Name], What a great show. I hope you enjoyed it and learned more about email tracking software [tool] to improve your [problem facing business]. I’m sure improving your sales team’s productivity [objective] is a top priority for you. I thought I’d send you “10 Ways to Boost Your Sales Productivity” [piece of content] for you to review. If you’d like any additional information about how [details of content], I’d be more than happy to have a quick chat over the phone. Just let me know if you have any questions or would like to have a more in-depth conversation. I’m here whenever you need me. [Signature] Sending a strong, first follow up email is crucial. Your message should show your prospective customer that you value their time and explain how you can continue to be of assistance to them. Since you'll most likely be sending multiple first follow up emails every day to different prospects, you can automate all of your emails by using Sequences — one of the many tools in the HubSpot Sales toolbox. Pleasure chatting earlier, [Name] Hi [Name], I really enjoyed chatting with you earlier today and learning more about how you [role] at [company]. I understand the issues you’re encountering with [challenges discussed in conversation] and how they make it harder to [impact on team or company]. As mentioned, I’ve attached more information about our resources and how we can help you boost [business objective] and solve [business problem]. Just let me know if you have any questions and I’d be more than happy to chat again. If not, I look forward to talking again on [date and time]. Just because you follow up with your prospective clients once doesn't mean they'll respond. However, that also doesn't mean you should give up. By sending more follow up emails — in situations where you feel it'll be worth it — that are simple, short, and useful, you might just get that response you're looking for. Persistence pays off when it comes to sales follow up emails. 10 ways we can help Hi [Name], I wanted to get in touch to see which of the 10 Ways you’re using to boost your sales team’s productivity [details of content sent in first email]. If you haven’t implemented these techniques yet, I’d love to help you get started. Are you available for a 30 minute call on [date and time]? Just let me know what works best for you. I look forward to hearing from you! [Signature] If that email doesn't work, you can try sending a third follow up. Note: If your prospect does want to set up a meeting, you can save time and use HubSpot's Meeting Scheduling Software so your prospects can book time on your calendar. We're flexible Hi [Name], I know how busy you must be managing your team and helping them increase sales [job function]. I hope the resource I sent you about boosting your sales productivity was helpful, and that you can share it with the rest of your team. Here it is again [insert hyperlink here] in case it got lost in translation. Would you have time for a call on [date and time] or [date and time]? Let me know what works best for you, or if you have any conflicts with those times. I’d be happy to work around your schedule. [Signature] Still nothing? Don't be discouraged. Remember: 80% of sales require at least five follow ups. So here’s a fourth follow up email template. Trying to connect Hi [Name], I’m sorry we haven’t been able to connect. Last time we spoke, you seemed very interested in boosting your sales productivity [objective]. Again, I know how hectic things can get between work and personal life. I would be available for a call during weekends or before or after work hours if that’s easier for you. I don’t mean to bug you, but I do want to help you manage your team so you can exceed your sales goals [objective]. Still no response? At this point, it might be time for the break up email. If you continue the conversation,you'lllikely bewasting your time. You're also probably annoying your prospect. However, it's stillimportant to "break up" with your prospect in a professional way that leaves them feeling positive about you and the company you work for, even if they're certain they won't be doing business with you at this time. Whoknows — they may refer you to someone else and/or want to reach out to you in the future. Here are a few variations of a template to helpthroughyour break up: Should I stay or should I go? Hi [First Name], I’ve tried to reach you a few times to go over suggestions on improving ___, but haven’t heard back which tells me one of three things: 1) You’re all set with ____ and I should stop bothering you. 2) You’re still interested but haven’t had the time to get back to met yet. 3) You’ve fallen and can’t get up and in that case let me know and I’ll call someone to help you Please let me know which one as I’m starting to worry! Is the love gone? [First Name], I wanted to reach out to you one last time. I have suggestions on how your ____ can work harder in terms of generating new business. If I don’t hear back from you, I’ll assume the timing isn’t right. My information is below should you have any questions. Best, It isn't you, it's me [First Name], I haven’t heard back from you since our last conversation. We’ve spent a good deal of time together, and I hope I’ve given you some good ideas for your ____ initiatives. Please let me know if _____ is a priority for you now, or perhaps sometime in the future. Your follow up is greatly appreciated. Alright, you may be thinkingthe threebreak up email templates above are a bit less direct than you'd prefer to be after being ignored so many times. You can always go with the straightforward, no BS break up email as well. In fact, when someone doesn't respond to Bryan Kreuzberger's second or third follow-up emails, he uses this tactic and sends a final follow-upthat has a 76% response rate. Bryan swears by it, claiming it's his best-performing email of all time,"No matter how many variations I try, I can't match the results of the 'Permission to close your file?' email template." Let's take a look: Permission to close your file? [First Name], We are in the process of closing files for the month. Typically when I haven’t heard back from someone it means they’re either really busy or aren’t interested. If you aren’t interested, do I have your permission to close your file? If you’re still interested, what do you recommend as a next step? Thanks for your help. Should I cross you off my list? Hey [First Name], I was just running through my ___ pipeline and cleaning up my backlog of guest contributions. Since we haven't been able to get your ____ over the past few months, I'm going to go ahead and assume you won't be able to contribute the discussed _____? If so, no worries. Just let me know so I can comfortably remove it from my list. If you still want to contribute, I'm also happy to keep it on my list and discuss how we can get it completed in a manner that suits your schedule. Sending a sales follow up email might just be the thing that allows you to finalize and close a major deal. By implementing the templates we've reviewed in your sales process and tailoring them to your prospects, you'll sound professional, helpful, and thoughtful in your communication. And if you're in need of support, HubSpot's free sales tool has numerous features to help you throughout this process — because when you equip yourself with the right tools, you have more time for the important tasks you have to complete. So, determine your use case, choose your template, and begin sending sales follow up emails to your prospective clients to boost conversions and increase sales. Josh Harcus Founding Principal Hüify Access a library of built-in email templates designed for every step of your customer’s journey, or create your own from scratch. And your templates are always one click away inside your inbox – whether you use Outlook or Office 365 for You’ll save hours when you can send your most repetitive emails in seconds. Real-time email metrics show you which of your templates are performing, and which ones need attention now. Your open rates tell you which subject lines your leads and customers can’t help but click. And your click rates tell you which buttons, links, and attachments they explore. You can see metrics across all of your templates for an individual sales rep, and over any time period – it’s all there in your dashboard. Follow Up Email Subject Lines
Sales Email Subject Lines After No Response
Sales Email Subject Lines After A Trigger Event
Sales Email Subject Lines For General Follow Up
5 Follow-Up Email Examples
1. Twilio Covers the Follow-Up Email Fundamentals
2. Canva Re-Engages Its Audience
3. Apple Humanizes Itself
4. Salesforce Leverages CTAs After an Event
5. ReturnPath Follows Up with Ice-Cold Leads
16 Follow Up Email Templates
Follow Up Emails For Sales
Use Case 1: After A Meeting
Use Case 2: After A Trigger Event
Use Case 3: After You Tweak An Email
Use Case 4: After Leaving A Voicemail
Use Case 5: After A Trade Show, Conference, or Networking Event
Use Case 6: After Your First Discussion
Use Case 7: After You Send A Follow Up Email
Use Case 8: After Several Follow Ups ...TimeForThe Break Up Email
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See Also
7 Ways to Grow Your Real Estate Business8 Ways Realtors Can Use Digital Marketing to Boost Sales | Digital Marketing Institute51 Real Estate Marketing Strategies: Ideas, Tools & Plans (2023 Update)How to Write a Real Estate Marketing Plan Step By Step