Use This Sales Follow-Up Email Template to Move Deals Forward

July 10, 2019

Use This Sales Follow-Up Email Template to Reach Prospects.

Nobody likes hearing the word ‘no’ — especially sales pros. In a role driven by performance and growth, it can be tempting to give up and move on after hearing ‘no’ two or three times. In fact, 92% of salespeople stop following up after hearing ‘no’ four times.

But, sales leaders who remain steadfast know that the first ‘no’ is sometimes just a stepping stone on the way to ‘yes’ — because 80% of prospects wait until the fifth follow-up to say ‘yes.’

Does this mean you should fire off five or more emails to everyone you’re pursuing? No, we wouldn’t recommend that. But knowing when the time is right to follow up — like when there’s a new opportunity to add value, or you noticed a certain timing trigger — is integral to building relationships. To this end, follow-ups shouldn’t always be sales-focused; reaching out to simply compliment someone’s work, or congratulate them on a job anniversary, can pleasantly surprise and generate goodwill.

Whatever your motivation, the follow-up message is an important tool in gaining and maintaining trust, and it deserves as much attention as your initial outreach. Keep these sales follow-up email tips in your back pocket.

Writing an Effective Follow-Up Sales Email

First impressions are important. No one would deny that. But salespeople are often judged just as much, if not more so, by their second impression (and beyond). Crafting a nice introductory note, or hitting it off with someone at an event, will set you on the right path but the way you follow up is vital. 

Does it come off as pesky? Do you remember details and show you were paying attention? Will they remember you or is it presumptive to assume so?

An effective follow-up email can be the difference between advancing a relationship and watching it fizzle. So needless to say, it’s important to get it right. Before diving into our template, here are two tools that can strengthen your approach.

Make an Impact with InMail

Standing out from the competition is key. Since email inboxes tend to be overloaded with sales messaging, you might think about pivoting to InMail.

InMail allows sales reps to target specific prospects and send personalized messages to their LinkedIn inboxes, and Sponsored InMail allows you to do so without a connection (helpful in those cases where you don’t have a contact’s email address).

With InMail, you can reach out when users are active, and attach relevant content—such as whitepapers, ebooks, and infographics—to engage them further. Or, you can use InMail to follow up with a prospect if they didn’t reply to your initial email. Maybe their inbox was full and your message was overlooked.

Another advantage? You can embed prominent CTA buttons within your InMail, making it easier for the recipient to take a next step whether via desktop or mobile device.

Stay Sharp with Sales Navigator for Gmail

It’s important to personalize any sales follow-up email so your prospective lead knows you are dedicated to their unique business problems. But, memorizing detailed information about a number of leads, prospects, and customers is easier said than done.

With Sales Navigator for Gmail, you can pull up the profile of your LinkedIn connection while in Gmail, providing an easy reference point for customizing your email and filling in the blanks below.

Move Deals Forward with This Sales Follow Up Email Template

Just like any other email, your sales follow-up should include a compelling subject line, personalized content, and resources that help the recipient see the value you offer.

Writing Strong Subject Lines

“You live and die by your subject lines,” according to Jack Kramer and Nick Martell, co-founders of the financial newsletter MarketSnacks, in an interview with Fast Company. No pressure, but without a compelling subject line, there’s a limited chance your carefully crafted message will even be seen.

Kramer and Martell assert: “ ‘Just checking in’ is an email subject line recipe for ‘ignore.’ ” So, with this in mind, aim for subject line copy that piques the curiosity of your readers.

When it comes to writing subject lines, be creative, be personalized, and get straight to the point. Here are a few examples of follow-up email subject lines that have worked well for other sales leaders:

  • How can we improve your [business goal]?
  • [Name], let’s have a 10-minute call about your onboarding process.
  • [Mutual connection’s name] recommended we chat.

Sales Follow-Up Email Template

By nature, there can’t be a one-size-fits-all follow-up email template, because that defeats the purpose of sending personalized, contextual messages to your recipient. So, in addition to the fields provided below, add specificity wherever possible around how you met this person and why you’re reaching out again.


Subject: Nice talking to you earlier, [Name].


Hello [Name],

I really enjoyed meeting you and would love to learn more about what you do as [role and responsibilities] at [company name]. I understand how challenging it can be to stay on top of [specific pain point mentioned in earlier conversation, or identified via research].

I came across this article, [relevant third-party content], that you might find useful. And if you’re interested in how our team might be able to help you, I’d love it if you checked out [sales collateral].

If it makes sense to continue the conversation, let me know what your calendar looks like so we can schedule a call.

I look forward to hearing from you,

[Your Name]


Why it works: This template hits on all of the most important aspects of a strong sales follow-up email. Buyers respond positively to personalized emails, and the subject line, greeting, and first sentence of this email prove that you’ve been paying attention.

Offering up content and resources provides the prospect with value. (Since people are often averse to downloading email attachments from those they don’t know well, I might suggest using PointDrive.)

Lastly, it invites the reader to take action and advance the conversation.

Stay Persistent to Build Trust

Find the right balance between remaining tenacious and giving space, because it takes time to earn a buyer’s trust. 

“There is a fine line between being a pest and being persistent,” sales expert Alice Heiman shared with HubSpot. “Being persistent without adding value is worthless.”

Choosing when, why, and how to reach out are the most essential aspects of sales follow-ups. But once you’ve made those determinations, the template above can help you get through and potentially turn a ‘no’ to a ‘yes.’


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