Sales Follow Up Email Formats That Actually Get Engagement

sales follow up email
What if you had the ultimate sales follow up email formula? Imagine leaving a meeting, sending an email, and instantly getting a response. Imagine shooting an email to a cold lead and having them eagerly reply. You’d become the most valuable inside sales rep of all time.

As it turns out, sales follow up email formats are not great industry secret. And yet some many reps fail to follow these simple rules and never see good returns on their email efforts. But you can use these simple tricks to become the sales follow up email maven you dream of being.

Here are some follow up email best practices you can use every day to boost your sales engagement.

Our No-Fail Sales Follow Up Email Strategies

Follow Up Again, And Again, And Again

persistent sales emailingResearch shows that 70% of people will make a buying decision after 5 points of contact. Repetition is crucial for selling. But sometimes we are so tired of chasing people that we end up sending boring “just checking in” or “just following up” emails.

There is a fine line between sending an effective sales follow up email, and one that is annoying. Follow up emails should bring value and keep your prospect moving through the purchasing cycle. Make sure your customer contact time is frequent, but also valuable for the customer.

Make Your Emails Relevant

Relevancy is the key to having your follow up emails opened and read. Always give additional information that may be interesting and useful to your client. Demonstrating that you are thinking about your last conversation and are offering solutions to your client’s problem, or found a recent article that may be relevant to client’s business, will show that you are honestly interested in establishing a relationship, not just making a sale. Here are a few ideas for creating relevant emails that will trigger engagement:

  • Answer questions – You might not always have answers to questions on the spot. Be honest if you are unsure about an answer and use it as an opportunity to follow up. Get the information to them as soon as possible.
  • Share a success story – Use your previous success stories to illustrate to the customer the great quality of your product and how it has helped businesses before. If you have a customer testimonial on file, you can even include a link to the review.
  • Provide additional information – A good follow up strategy is to reach out with something new you have to offer. Maybe your company introduced a new feature, or you have a discount for them. Start with: “I have great news for you!” or “I have an update for you!” to get their attention.
  • Give references – Develop a reference list and recommend your prospect to speak with a few of your clients. Note that this strategy is best to use when you are already deep in the sales cycle.
  • Give a referral – You know somebody who is possibly interested in your client’s services or products? Help your prospect by sending them some business. You can also refer them to any LinkedIn groups that might have potential customers for your client. This shows the prospect that you’re interested in more than just getting their money, you really want to help their business succeed.
  • Share an article – You should always keep yourself updated about your industry. Subscribe to industry publications and newsletters. When you get an article that is relevant to your customer, include the article in your follow up email and explain how this could help your client. A good idea is to set up a Google Alert for your client, their company name, competition, and industry keywords. Google will alert you as soon as an important article appears.

Length, Call-to-Action, Clarity

There are a few points you need to keep in mind when writing your sales follow up email, like personalization, length, and clarity. Below is a list of tricks that will help you to construct a good follow up email:

  • Personalize. Don’t be generic. General emails are boring and annoying and show that you don’t care. Avoid using “Dear customer” or “Hello.” Use an email that is written exactly for the person you want to get a response from. Remind them about your last conversation and what you spoke about.
  • Be specific. Detail the next step that should be taken. If you send your email with a generic call-to-action, there is little chance any will be taken at all.
  • Edit. Make sure there are no spelling and grammar mistakes. Your language should be clear and correct. Clumsy mistakes do not relate quality and reliability.
  • Sign off. Include a professional signature or a link to your LinkedIn profile.
  • Be concise. No one likes reading long emails. A general guideline is to keep your email around 200 words.

Perfect Timing

The best time to contact your prospect depends on where you are in the sales cycle. Do not wait more than a week.  Following up within 4-7 days is ideal.

sales follow up email tuesdayThere are plenty of studies about the best and the worst days to send emails. GetResponse found that most people send emails on Tuesday. Tuesday also has the highest open rate compared to any other day. Up to 18%.

Time of the day has an impact too. You might think the best time to send your e-mail is in the morning because most people try to start their day productively. But if you want your e-mail to be opened, it is better to send it in the afternoon. Work-related issues in the morning often result in your email being erased or forgotten about.

Keep in mind the time differences of your clients who are located in different timezones. Emails are usually opened within an hour after they have arrived in the inbox.

Test to Find What Works Best

Every business is unique. Try different methods to find out what works best for you. Your strategies will depend on whether your target audience is an employee of a big corporation or small- to medium-sized enterprise, the industry, and the age and gender of your prospects.

Track your sales follow up emails with the help of email tracking tools. This way you will be able to see what kind of e-mails work best, and what time and day results in the highest open rates.


never give up on salesOur final advice: Do not give up!

Here are some proven reasons why: Only 2% of sales occur after the first contact. The other 98% will only buy after a certain level of trust is accomplished. Following that, 80% of sales occur after 5 follow-ups, but  44% of salespeople give up after one “no” and 92% give up after 4 “nos.” Effective follow-up strategy will help you to build trust over time and will tremendously help you increase sales results.

As a junior sales rep, you have time to develop these selling skills and quickly rise to the top. Practice using these sales follow up email techniques every day and you’ll soon craft that perfect email that actually gets engagement from your prospects.

Make sure to download our extensive guide about writing kick ass sales follow up emails.

If you have any insights or experiences about writing good sales follow-up emails, do not hesitate to comment or leave a reply!