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6 Sales Follow-up Email Templates to Steal for Your Next Cold Email Campaign

An all-too-common mistake when sending sales emails (or any kind of outreach email) is to overlook the follow-up. All the emphasis gets put on sending a great initial email, while the follow-ups become little more than a box-ticking exercise.

That’s a huge oversight, since research has shown time and again that most sales result from a follow-up.

So why then are sales reps still:

  • Sending bad emails?
  • Timing their emails poorly (for instance, waiting too long to send a follow-up, not waiting long enough, or being too persistent and sending too many emails?
  • Just not bothering to follow up at all?

If you’re guilty of any of these, you won’t be generating as many leads or closing as many sales as you could be – guaranteed.

While I’m not going to talk about timing today (if you’d like you can learn more about that in our outreach masterclass), what you will get from this article is a number of templates that should make following up easier, while also helping you send better emails.

Templates for Follow-up Sales Emails

Below are 6 templates for follow-up sales emails that I’ve picked from various other websites. This means others have and may well be using them in their own follow-ups. Unless you want to risk clogging up prospects’ inboxes with duplicate emails that stop you from standing out from the competition, you should use these as inspiration – not gospel. So before you send your first follow-up, take a few minutes to personalize and make your chosen template your own.

1. Keep it short and sweet

Hey again, [name], [Show the person you aren’t a robot]

I know your inbox is probably a busy place, so I just wanted to send a quick follow-up email. I’d love to chat with you about having [prospect’s company name and what you want].

My original email is copied below for quick reference.

Would love to chat,

[your name]

Template from: Jason Zook, writing for Inc.

All sales emails should be short, but follow-ups should be even shorter. However, this doesn’t mean you have to do away with all the pleasantries. You can be polite, friendly, and (most importantly) human, while keeping things concise – as this template goes to show.

2. Make replying a one-stroke task for recipients

Hi [name],

I see you’re too busy to reply at the moment. Could you please just hit me back with a number 1-2-3 that best describes your response?

  1. Please leave me alone!
  2. Too busy, email me again in a month, please.
  3. I’ll write you back in a week.

Template from: Piotr Zaniewicz at Right Hello

You’ve probably seen something to this effect before – or I’d guess that you have, since this type of email pops up in my inbox pretty often. However, that’s not to say you shouldn’t use it yourself. This format is popular because it works. And it works because it makes it incredibly easy for prospects to reply. Just bear in mind that if you use it, you’ll need to pay extra-close attention to how much you adapt it.

3. Be brutally honest

Am I bugging you yet?

I hate pushy salespeople, at the same time I’d hate to think I gave up on trying to help you when all you needed was one piece of helpful information I’d forgotten.

Template from: Dhruv Patel at SalesHandy

Few people look forward to cold contact from a sales rep, but we accept it as part of our professional lives. This template recognizes that, and it works, thanks to its simple, brutal honesty.

4. Acknowledge their interest

Hi [name],

I noticed that you opened the email that I sent you on Friday and checked out our site [your URL]. But, I never heard back from you.

I was simply wondering if these actions mean you’re interested in learning more about [your business name] and how we can provide value to your online businesses similar to yours at [name of the business].

As someone who is constantly reaching out to numerous prospects up and down [your location], I wanted to follow up today to see if you have any questions about [your business name] or any of our products. I think you’re the perfect person to discuss [your business name] with.

Do you have 10 minutes for a brief phone call next week?

Thanks.

Template from: Dhruv Patel at SalesHandy

Prospects know you’re tracking your emails. You know that they know you’re tracking your emails. So why pretend that you’re not?

This template can work because it compels prospects to own up to the fact that they’ve shown interest by opening your email.

5. Show absolute belief in your product’s fit for the prospect

Hey [First Name],

I understand your position, but I wouldn’t follow up with you if I didn’t strongly think that [your company] can help [prospect company] solve [challenge] by [product benefit #1] and [product benefit #2].

I can promise you that [your product] is going to be an industry standard. By choosing to not implement it, you’re putting your business and your ability as a [their department] person at a disadvantage.

Let me know if you want me to jump on a call so I can walk you through what we do.

Best,
[your name]

Template from: Klenty

I’d personally scrap, or at least heavily edit, the middle section here – it’s far too boastful, and in fact, I think it borders on aggressive.

The first section has something in it, though. It gives a reason for following up that simultaneously reinforces what the prospect stands to gain from the product.

6. Add value

Hi [name]

You likely deal with [business pain], so I thought I’d share a quick tip many of my clients have found helpful: [1-2 sentence actionable piece of advice].

I have a few more ideas around [improving X]. Let me know if you’re interested in hearing them.

Best,
[Your name]

Template from: Aja Frost at HubSpot

There’s no rule that says the focus of a follow-up email should be the fact that you’re following up. The template above doesn’t do that, and instead tries to tempt a response out of the prospect by adding value in the form of a piece of advice the rep thinks they’ll find useful. Swap that advice for a link to a resource, and you’ll achieve the same effect.

So there you go – there are 6 great templates to use as a starting point for your follow-up emails. Just remember, the important thing is that you follow up. While it can seem logical to assume that if someone hasn’t replied to your first email, they’re not interested, that’s not necessarily the case. Very few prospects say “yes” the first time around, but research from Iko System shows that they may very well respond to the fourth (13%) – or even the sixth (27%) – email in the sequence.

Do you have a never-fail follow-up template that you use? If you’d be willing to share it with Mailshake visitors, it’d be great if you could drop it into a comment below:

Comments

3 Comments

Clemence

What risks are involved when using these templates? I can imagine that such structures can be counterproductive, as people are already familiar with them and will therefore ignore them.

Luiz Cent

Hey Clamence, I agree it’s an immediate signal to send an email to the trash/spam folder when you’ve read it 10x before. The key is to take these proven templates and make it your own!

Customize it, make sure you are delivering value to your users and A/B test everything! Happy Emailing.

Luiz from Mailshake.

Al

I like the second tehnique a lot, removes the effort for the prospect. Would maybe adapt it to include an option for an immediate response.


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