Have you ever sent an important email, and it feels like your message disappeared into thin air? You click ‘send’ and then…nothing! No one responds. It’s like offering a pizza, and everyone’s too busy to take a slice. But don’t fret; this happens to all of us in sales. We’ve all been in that situation, checking our inbox, hoping for a reply like a lifeline. All you need is a great follow up email sequence.
The average number of emails a working professional receives daily is around 80. With such a vast number of emails, there is a high chance that your email might get lost with the entire lot, or the recipient might have missed your email.
Well, together, we can work our way around.
What happens when you don’t send a follow up email?
Meet Dan, our sales superstar. He’s all about sales and loves finding new customers. He is excellent at his work, but the only thing that pulls him down is the lack of sending out follow up email. This is because he does not value follow ups.
Dan emails many prospects, describing his excellent cold outreach software. Out of all the emails Dan sends, some prospects were excited to know more. They meant to reply, but life got in the way. Those chances to connect slip through his fingers when he doesn’t follow up. It’s like leaving a game when an equalizer is scored.
You see, when Dan doesn’t follow up, he’s waving goodbye to potential customers. Prospects who were interested but without follow up email, their interest faded away.
Not following up can make prospects start to doubt Dan. They wonder if his offer is genuine or just some email phishing.
Let’s accept it, not everyone replies, and that’s okay. But not sending a follow up email means Dan misses a chance to learn more about his campaign. Did his email make sense? Was the timing off? Without follow up email, he’s skipping on the scope of improvement in his email game.
When prospects don’t hear from Dan, they might think he’s too busy or doesn’t care. Ouch, right? It can mess up his & his company’s reputation.
Now meet Mike, Dan’s colleague. While Dan waits for the response, Mike jumps into action. He chats with the prospects Dan missed. Mike has got a greater chance of winning them over. It’s like Mike stealing the spotlight on a stage meant for Dan.
Follow up emails aren’t just extra steps. They’re like those golden coins in a video game, making you stronger and boosting your chances. The next time you’re tempted to skip a follow up, consider the opportunities you’ll miss.
Possible Reasons ‘Why Prospects Don’t Respond?’
Since Dan does not send any follow up email to his prospects, his conversion ratio drops despite sending compelling opening emails.
One fine day, when trying to understand the reasons for this dip, one of his colleagues, Tim, came to his rescue. He explained the probable reason his prospects are not replying for the first time.
Let’s say you’re at a party, and someone starts conversing with you. But then your favorite song comes on, and you get distracted. A similar thing happens with emails, except your prospect might have gotten caught up in a meeting or had a hectic day. Life happens.
Timing is another tricky problem. Let’s say you’re watching a movie, and someone starts chatting right when things get intense. Not cool, right? Emails can be like that. If Dan’s email arrives when people are in the middle of their work, it might drown in the sea of emails.
The decision-makers receive a hell of a lot of emails daily. It might be Dan’s email landed among many other emails, and the prospect might have missed opening the email.
Imagine if a stranger walks up to you and starts talking like you’re old buddies. Weird, right? If Dan’s email doesn’t make a clear connection or feels too random, people might hesitate to reply.
And finally, there’s the “I’m not ready” zone. Dan’s email could be excellent, but if prospects aren’t in the right spot to decide, they might delay replying.
Such things happen. Understanding these reasons can help you do better with your follow up email strategy.
How to write a follow up email?
Since we are deep into this article with Dan and his lack of understanding of the value of a proper follow up email strategy, let’s stick to him.
After Tim’s advice, he finally decides to master the art of sending follow up email; during the process, he discovers some best practices that change his emails from silent notes to engaging conversations that increase reply rates.
The importance of a solid email subject line cannot be ignored. But then, that’s a big enough topic to have a blog. So, will jump directly into writing of a follow up email.
Always follow up on the initial email thread
You know, it’s like having a conversation with someone. When you send a follow up email in the same thread as the first one, it’s like continuing that chat.
Sending a reminder in the same email thread keeps everything connected. Your prospect can easily see your previous discussion and why you’re following up. It’s like giving them a gentle nudge rather than starting a new conversation from scratch. It just makes things smoother and more likely to get a response. Tools like SmartReach provide this feature with an option of changing the email subject line.
Add Context to your Follow up Email
Although you have added the initial thread, you must add a line about the prior email. Follow up with a friendly reminder of what you’ve discussed before. This slight touch ensures you’ve got the prospect’s attention and sparks that initial connection.
Some of the openers that Dan now uses for his follow up email are
- “I wanted to follow up on the email I sent last Tuesday regarding the {event}. Have you had a chance to review the details?”
- “I noticed you opened my last email about the {email subject line}. I’d be thrilled to discuss how it could benefit your team further.”
- “I’m touching base regarding the {pending_item} we discussed earlier. I have some updates that I believe will address your concerns.”
Add Value to Your Follow up Email to Generate a Response
Dan has learned that adding value is essential. He now shares helpful resources like templates, case studies, free tools, success stories, and webinar invites with his prospects. But remember that the assets you provide should be relevant and high-quality.
Following the 2-Gives-1-Ask rule, he gives twice before asking for anything in return. Dan knows how to make his follow up email more engaging and productive for everyone.
Explain the Reasons for the Follow up Email
Now, Dan goes straight to the point in his follow up email. He explains the reason for his follow up directly and concisely. He helps the recipient see the excellent benefits they’ll get by engaging with him. And if something has changed since his previous email, then it highlights the same.
Interestingly, he now keeps his cold emails conversational. He has learned that this style works and gets him better response rates. His follow up emails are more about the prospect, so he has reduced his usage of “I” and “We”.
Below are a few examples he uses:
- “Imagine how [Product Name] could make your [element of prospect’s role] tasks a breeze. Let’s discuss if it’s the right fit for you.”
- “Wondering if [Product Name] could simplify your [element of prospect’s role]. Would you be interested in exploring this opportunity?”
- “Considering your role involves a lot of [element of prospect’s role], I thought you might find [Product Name] intriguing. How about we delve into how it could elevate your workflow?”
- “With your expertise in [element of prospect’s role], [Product Name] could be a valuable tool. Want to chat about how it might enhance your work?”
- “Your work revolves around [element of prospect’s role]. I am curious if [Product Name] could optimize your processes. Shall we explore?”
Include a Clear Call-To-Action
After trying various approaches, Dan has learned a crucial lesson. He now knows that your call to action needs to be crystal clear and irresistible to get the best results. Ask yourself, what exactly do you want your prospects to do? He leads them to take action—scheduling a call, checking out a demo, or simply replying.
Some CTAs that Dan uses are:
- “Could we schedule a brief call to discuss this further? How about a call next Wednesday at 3 p.m.?”
- “Interested in learning more? I’d be happy to share a detailed presentation with you. Reply ‘Yes’ to receive it.”
- “Discover the features of our latest software with a live demo. Can I schedule a demonstration for you next Tuesday at 11 a.m.?”
Close Gracefully
Dan has found that it’s best to conclude the email conversation in a way that feels natural and aligns with his previous interactions with the prospect. He understands that a warm goodbye leaves a lasting impression.
Some closing templates that Dan uses are:
- “I look forward to hearing your thoughts on this. Your insights are valuable. Best regards, Dan”
- “Let’s explore this opportunity together. Feel free to reach out with any questions. Warm regards, Dan”
- “If you have any questions or need further details, don’t hesitate to ask. Looking forward to your response. Best regards, Dan”
Right time to send a follow up email
Since Dan is now well aware of the importance of follow up email, he now starts to learn about the time gap that should be kept between each email.
Dan knows that following up too soon is like knocking on someone’s door while they’re still getting dressed—it’s awkward. And waiting too long is like showing up after the party’s over—a missed opportunity. So, Dan aims for the sweet spot.
Dan usually waits around 2 to 3 days after the initial email for his first follow up. It’s like giving people a little breathing space before saying, “Hey, just checking in.”
But Dan doesn’t stop there. If he doesn’t hear back, he gives it another shot after about a week. This time, he adds a touch of enthusiasm, like, “Hey, just wanted to make sure you didn’t miss this!”
What is the ideal number of follow ups?
Quote – “60% of the Prospects say No before becoming Customers” – Invespcro
As Dan learns his follow-up routine, he discovers a sweet spot for the number of follow up email he should send.
Do you know that feeling when you’re so close to sealing the deal that you can’t resist repeatedly hitting that “send” button? Dan’s been there too. But here’s the scoop: even though he’s itching to keep following up, he’s learned that setting a clear limit is the way to go.
A well-timed sequence of 5 to 6 follow up email spaced out over a few days.
The number of follow ups isn’t a one-size-fits-all game. It’s like tailoring a suit—it depends on your objective. If Dan’s on a mission for backlinks, a single follow up might do the trick; more than that, it could seem like he’s desperate. But when it’s all about sales, Dan knows he might need to send a few more follow up bullets.
Dan did so and found out that, as per research by Backlinko, only 8.5% of the email outreach sent received a response. Additional research indicates that an email campaign containing four to seven follow up email generates three times responses compared to sequences comprising only one to three follow ups (27% versus 9%, respectively).
With Dan fully committed to pursuing follow-ups, let’s learn more about follow up email best practices.
Other Best Practices for Follow Up Email
Some of the best practices you should keep in mind
- Be Polite and Friendly: Just like saying “hello” in person, start your follow up email with a friendly tone. Being polite creates a positive impression.
- Short and Sweet: Keep your email concise. People are busy, so get to the point without unnecessary details.
- Personalize: Use their name and tailor your message to their interests or needs. A personalized email feels more genuine.
- Avoid Pushiness: Don’t sound desperate or pushy. Maintain a respectful tone, and avoid using too many exclamation marks or urgent phrases.
- Mobile-Friendly: Many people check emails on their phones, so ensure your emails are easy to read on mobile devices.
- Subject Line Importance: Craft an intriguing subject line. It’s the first thing they see, so make it engaging.
- Proofread: Typos and errors can make your email look unprofessional. Double-check before hitting “send.”
- Unsubscribe Option: If you’re sending multiple follow ups, give them the option to unsubscribe. This shows you respect their preferences.
- Respect Their Choice: If they’re not interested or ask to be left alone, respect their decision and stop following up.
Sales engagement platforms like SmartReach.io consider all these best practices and provide them as features or recommendations within their product
Diversify Your Follow up Channels to Generate Responses.
So, you know why follow up is necessary, how long to wait, and how many messages to send. You must experiment with different follow up methods to maximize your follow up success or generate responses.
Multichannel Outreach
As per research, text messages provide an impressive 98% open rate, making them a potent follow up strategy when paired with email, which holds a 22% open rate. (Source)
Multichannel outreach involves connecting with your audience through multiple communication platforms. With this approach, you will get information on how your prospect likes to engage with the content and product.
Other than email, you can use social media platforms like LinkedIn, Twitter, Instagram, etc. Consider integrating phone calls or direct messages for a more personalized touch.
You will also have the option to reach out to your prospects via WhatsApp. Expanding your reach across multiple channels increases your chances of reaching your audience where they’re most receptive.
As per Backlinko, if you contact your prospects multiple times, then the chances of receiving a response increase by 160%
Dan prefers using SmartReach.io as he runs multiple campaigns for different sets of audiences. For some, he uses email, Linkedin and Calls; for others, he uses emails, text messages and WhatsApp.
Video Message
Video messages are a powerful way to add a personal touch to your follow-up emails. Instead of relying solely on text, you can record short videos addressing the recipient by name and speaking directly to their needs or interests.
Videos allow you to showcase your personality, build rapport, and create a stronger emotional connection. You can use video to provide a quick overview of your offering, share success stories, or even offer a brief demo.
Tools like Loom, Vidyard, or even embedding YouTube links in your emails can make adding videos accessible.
Using an Automated Tool
Cold email software like SmartReach.io would solve half of your follow-up problem.
SmartReach is designed to automate your outreach, making it easier to manage follow-ups and maintain a consistent cadence.
- Automated Follow-ups:
Cold email software allows you to set up automated follow-up sequences. You can create a series of follow-up emails with specific time intervals, ensuring prospects receive timely and relevant messages without manual effort.
- Personalization:
It helps to insert recipient’s names, company names, and other personalized details with the help of merge tags. This enhances the personal touch in your follow-up emails.
- Tracking and Analytics:
SmartReach provides insights into open rates, click-through rates, and response rates for each follow-up email. This data helps you gauge the effectiveness of your strategy and make necessary adjustments.
- A/B Testing:
With SmartReach, you can run A/B tests on subject lines, email content, and send times. This allows you to optimize your follow-up emails based on real-time performance data.
Benefits of Follow up Email Strategy
Have you ever wondered what happens after you hit “send” on an email? Well, that’s where follow-up emails come into play!
Let’s see how Dan benefited by improving his follow-up email strategy
- Grabbing Attention Again: People are busy, and emails can easily get lost. A follow-up email grabs their attention again, reminding them of your message.
- Building Relationships: By showing persistence, you tell the recipient that you genuinely care about connecting. This builds a more substantial relationship over time.
- Boosting Response Rates: Believe it or not, many responses come after a follow-up. These gentle reminders increase the chances of getting a reply.
- Demonstrating Professionalism: Following up shows that you’re serious and professional. It’s like saying, “Hey, I’m committed to this!”
- Clarifying Doubts: Prospects might have questions or concerns. A follow-up lets you address those, making them feel more comfortable.
- Staying Top of Mind: Even if the timing isn’t perfect initially, a follow-up keeps you in their thoughts for when they’re ready.
- Standing Out: Not everyone bothers to follow up. By doing so, you stand out from the crowd and show your dedication.
- Maximizing Opportunities: Sometimes, people need that extra reminder to seize an opportunity they are considering.
As per AppSumo, with just a single follow-up, the response rate increases from 9% to 13%. So, you can imagine the response rate when you send more follow-ups.
10 Best Follow up Email Templates
Using a template for a follow-up email can be an excellent idea, but it’s always best to customize them to suit your use case. Once done, you can save the customized version as a template and share it with the team.
While we focus on cold email follow ups done by the sales development team, you will also find various types of follow-up email templates to suit your needs
- “Inquiry” Follow up Email Template
This email example aims to initiate an inquiry or seek information from someone knowledgeable in a specific field or topic. The subject line clearly states the purpose of the email, making it evident that you’re seeking information.
| Subject: Your Expertise Needed – Quick Input? Hi {Name}, Remember our chat about [topic]? I’m eager to tap into your insights. Kindly take some time and provide your thoughts on [Question 1] [Question 2] [Question 3] Your input is crucial as we move forward. A quick call to dive deeper? Let me know. Thanks! {signature} |
- “Discovery Call” Follow up Email Template
This email template is designed to follow up after a discovery call, suggest potential next steps, and encourage recipients to share their insights and ideas. Expressing gratitude for their time and expressing your anticipation for their feedback maintains a positive and professional tone.
| Subject: Follow-Up: Insights from Our Discovery Call Hello {name}, It was a pleasure speaking with you during our recent discovery call regarding [briefly mention the topic of the call]. Our conversation provided valuable insights, and I wanted to take a moment to recap and discuss the next steps. Point Point Point Based on our discussion, there could be a great opportunity to [briefly outline potential collaboration or next steps]. I would love to hear your thoughts on these points and explore how we can move forward effectively. Thank you again for your time, and I look forward to your feedback. {signature} |
- “Proposal” Follow up Email Template
This email example is suitable for following up on your proposal. In the email body, you acknowledge the proposal you’ve previously shared and express your enthusiasm about the potential collaboration.
| Subject: Follow-Up: Discussion on [Your Proposal Topic] Hello {Name}, I hope this email finds you well. I’m touching base regarding the proposal I sent you on [mention the date or context of the proposal]. I’m excited about the potential collaboration and would like to know if you’ve had a chance to review the proposal. I believe that [briefly reiterate the key benefits or solutions outlined in the proposal]. Your insights and feedback are crucial in shaping our next steps. If you have any questions or would like to discuss any aspect of the proposal further, please don’t hesitate to reach out. Thank you for your time and consideration. {Signature} |
- “Product Fitment” Follow up Email Template
This email template conveys your unwavering belief in the fitment between your product and the prospect’s needs. You reiterate your confidence in the product’s suitability and emphasize how it directly addresses the prospect’s pain points.
| The Perfect Match: {Your Product} for {Prospect’s Needs} Hello {Name}, I wanted to follow up on our previous conversation because I genuinely believe that {Your Product} is a perfect match for {Prospect Company}’s specific needs. You see, {Product Benefit #1} and {Product Benefit #2} can work wonders in tackling the {challenge} you mentioned. We’ve helped companies like yours overcome similar hurdles and achieve impressive results. I understand that choosing the right solution is crucial, and I’m here to make that process as smooth as possible for you. I’d be delighted to schedule a call at your convenience if you’re open to it. During our discussion, I can provide a detailed overview of how {Your Product} can benefit {Prospect Company}. Please feel free to respond to this email or call me at [Your Contact Number] to schedule a time that works for you. I’m eager to assist you in finding the perfect fit for your needs. Thank you for your time, {Name}. |
- “Sales Outreach” Follow up Email Template
This follow-up email template is about keeping things polite, concise and engaging in a sales outreach. You briefly mention the potential benefits of your solution and how it aligns with their needs. By imagining a positive outcome and a quantifiable result, you’re painting a picture of success.
| Subject: Reimagining [Prospect’s Goal] with [Your Solution] Hey {Name}, I Hope this email finds you well! Regarding our recent conversation about [Prospect’s Goal], I wanted to circle back. It’s clear that [Your Solution] has the potential to bring an exciting shift to your strategy. Imagine [highlight a specific benefit or outcome], which could translate to [quantifiable result]. I’d love to explore how we can tailor [Your Solution] to your needs. Let’s set up a quick call. Your insights would be invaluable in fine-tuning our approach. Looking forward to chatting more! {Signature} |
- “Link-Building” Follow up Email Template
Link building is a cornerstone of SEO, but getting a response from site owners can be tricky. One strategy is to reach out with valuable insights about their site’s broken links, showing the benefits of fixing them. Here’s a follow-up email example to enhance your link-building outreach:
| Subject: Quick Follow-Up on Content Collaboration Opportunity Hi {Name}, Just a quick follow-up regarding my previous email. I hope you’re doing well! I wanted to circle back to my proposal for a link exchange between our blogs. I truly believe that collaborating could bring valuable insights to both our audiences. If you’re interested or have any questions, please let me know. Looking forward to your response. {signature} |
- “Invoice” Follow up Email Template
Sending invoice follow-up emails can sometimes feel awkward, but ensuring timely payments is crucial. A well-crafted follow-up email can maintain professionalism while gently reminding the recipient about the pending payment. Here’s a follow up email example that strikes that balance.
| Subject: Friendly Reminder: Pending Invoice #{{Invoice Number}} Hello {Name}, I trust you’re doing well. Just a quick note to touch base about Invoice #{{Invoice Number}}, dated [Invoice Date]. We genuinely appreciate your partnership and the work we’ve accomplished together. We understand things can slip through the cracks sometimes, so I wanted to ensure this invoice wasn’t lost in the shuffle. Attached to this email are all the details you need about the invoice. If you’ve already taken care of the payment, we apologize for any confusion, and it would be great if you could confirm the transaction details. Please don’t hesitate to reach out if you have any questions or concerns about the invoice or payment. We’re here to assist you in any way we can. Thank you for your continued partnership. {Signature} |
- “Guest Post” Follow up Email Template
After you’ve pitched a guest post idea to a website or blog, a well-timed follow-up can help keep your proposal on their radar. The key is to be polite, express your continued interest, and highlight the value your guest post can bring to their platform. Here’s a concise follow up email example to assist you in nurturing guest post opportunities.
| Subject: Re: Guest Post Proposal – [Your Proposed Topic] Hello {name}, I hope this email finds you well. I’m checking in on the status of my guest post proposal regarding [Your Proposed Topic], which I shared with you on [Date of Initial Pitch]. I’m truly excited about the prospect of contributing to your platform. The insights shared in this post could offer valuable information to your audience. If you require any further details or adjustments to the content, please let me know—I’m more than happy to accommodate. Thank you for considering my proposal. I appreciate your time and the opportunity to collaborate. I look forward to hearing your thoughts. {Signature} |
- “Event” Follow up Email Template
Event follow-up emails are vital for maintaining the momentum after a networking or business event. They offer a chance to express appreciation, reiterate key takeaways, and set the stage for future collaboration. Here’s a template to help you create impactful post-event follow-up emails.
| Subject: Reflecting on [Event Name] – Insights and Future Possibilities Hello {Name}, I wanted to thank you for joining us at {Event Name}. Your presence greatly contributed to the event’s success.The discussions about [Key Discussion Points] were both engaging and insightful. Our shared interest in [Event Theme] presents exciting possibilities for collaboration and growth. I’d love to hear your thoughts on {Topic Discussed} and how we might explore [Potential Collaboration Ideas] moving forward. Additionally, if there’s anything specific you’d like to discuss, please don’t hesitate to reach out. Once again, thank you for being a part of {Event Name}. I look forward to staying connected and exploring opportunities together. {Signature} |
- “Networking” Follow up Email Template
Networking follow-up emails are crucial for building and nurturing professional relationships. They offer a chance to express appreciation for the connection made and open the door for further interaction. Here’s a template to guide you in crafting effective networking follow-up emails.
| Subject: Continuing the Conversation – {Event/Context} Hello {Name}, I hope this email finds you well. I really enjoyed our chat at [Event/Context], especially our discussion about [Topic of Conversation]. Your insights on [Highlighted Insight] got me thinking. I’ve been thinking about our shared interests in [Shared Interest/Area], and there could be some exciting opportunities for collaboration or just some great knowledge exchange. I’m curious to learn more about your work in [Contact’s Field] and explore how we might support each other. Would you be open to a quick call to dive a bit deeper into our conversation? Thanks again for our chat at [Event/Context]. I look forward to staying in touch and seeing where our discussions might lead. {signature} |
To sum it up, follow-up emails are like friendly reminders that can boost your connections with others. They help you stand out and show you care about the conversation.
To make your follow-up emails even better, keep them polite, short, and personal. Add value, explain why you’re following up, and push the prospect to take action. Also, try different ways like text messages, videos, and webinars to make your follow ups more interesting. Not forgetting to outreach using multiple channels like Linkedin, WhatsApp, and Call in addition to emails.
Using tools like SmartReach.io can make following up easier too. You can simply automate the entire process and only talk to prospects who have replied.
And the best part? Your follow up email help you stand out, be professional, and build stronger connections. So, don’t forget to follow up—it’s like giving your emails a second chance to shine!
