Follow Up Email Templates for Sales Reps That Get Replies

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David Scott
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Follow Up Email Templates for Sales Reps That Get Replies

If you're not following up with prospects, you're leaving revenue on the table.

63% of people requesting information from your company won’t be ready to purchase for three months, and if you don’t engage with them during that time, they’ll forget about you.

Even worse, if a competitor does engage with them, they’ll end up going with them instead.

You need to be regularly following up with prospects in a timely, relevant, and helpful way.

However, writing custom emails takes time. If you need to write a new email every time you interact with a lead or customer, you’ll lose hours every week.

Successful sales teams will have a set of follow up email templates that can be quickly customised to fit every unique situation. They’ll save you hours every week, so it’s worth spending some time putting them together.

In this article, I’m going to show you a selection of tried and tested follow up email templates that you can use in a range of situations.

Let’s dive in.

Follow Up Email Templates to Improve Your Response Rate

1. After Your First Cold Call

After your first successful cold call to a lead, you're going to need to follow up.

Ideally, during the call, you will have mentioned that you'll be sending them a follow-up email with more details on what you mentioned so they can learn more about your company.

Most good post-cold call follow up emails will go something like this:

Hi {{name}},

Thanks for your time today. As promised, here are the details I mentioned:

  • Link to a sales asset mentioned on the call
  • Link to a case study showing results you generate for other

If you have any questions, feel free to reply here or give me a call on {{your phone number}}.


{{your name}}

Your goal here should be to continue the conversation.

Send them any assets that you promised you would, and link to something proving why they should work with you, like a case study, video, or whitepaper.

Depending on how your sales team is structured, you could also CC another team member to take over from you.

After a Demo Call

If everything went to plan on your initial product demo call or discovery call, your lead should be looking out for your email and actively considering taking the next step to becoming a customer.

Firstly, make sure to follow-up quickly.

There's nothing worse than having a cool, being eager to take the next steps, and not hearing back from the sales rep you were in touch with.

As soon as your prospect hangs up, sending your follow-up should be your main priority.

Hi {{name}},

Thanks again for your time today. It was great to learn more about your needs, and I hope I answered your questions.

As a quick recap, here's what we discussed:

  • Reminder about how you solve their pain point
  • Reminder about the best pricing plan for them
  • Recap about one of their burning questions

I also wanted to send over this case study showing how our solution helped {{successful business}} grow over the last quarter.

As for next steps, here's the link to our sign-up page - once you fill out the initial sign up form, one of our team will reach out immediately to help you get set up.

If you have any other questions, feel free to send them over and I'll find the answers for you.


{{your name}}

Your main goal here should be to build trust with your prospect.

They may have sounded enthusiastic on the call, however, they'll probably need another few days (at least) before they pull out their credit card.

The person you speak to on a demo call will need to go back to their boss or team and build buy-in, so make sure to remind them of the key points you discussed on the demo call, and it's a great time to send over a case study about how you helped a similar business.

2. After a Customer Meeting

Having calls with existing customers is an amazing way to build a good relationship with them. It's also an excellent way to collect authentic customer feedback on your product or service.

Here's a follow-up template you can adapt to your needs depending on the initial purpose of the call.

Hi {{name}},

Thanks again for your time today. It was great hearing more about how you're using {{your product name}} to help {{how your product helps them}}.

Your feedback was valuable, and I'll be bringing up the points you mentioned on {{points they mentioned}} in our next product meeting on {{date}}.

Once again, thanks for your time, and feel free to send me an email if you ever have questions or feedback.


{{your name}}

This email shows gratitude and shows that you value them as a customer and are happy to listen to their feedback.

By mentioning that you'll bring up their points in your next meeting, you prove that you actually listened to what they had to say.

You can also send them an email once you have any follow-up answers to questions or features they were asking about.

3. After a Trigger Event

Assuming you have a lead scoring system in place, you'll be notified when leads take actions you deem valuable.

For example, an account you're targeting downloads a gated content asset, views your pricing page, or re-opens a proposal you sent a week prior.

These trigger events are pivotal moments in the customer journey.

In many cases, your prospect will be actively comparing your offer to your competitors, so if you reach out and prove you're more helpful, more responsive, and can solve your prospect's pain points, you'll have a great shot of closing the deal.

Here's an example of what that email might look like:

Hi {{name}},

I just wanted to follow-up on the proposal I sent over on {{date}}.

Have you had a chance to review it, and if so, are there any questions I can help with?

Thanks, and let me know.

{{your name}}

This email works because it acknowledges the action they took, and chances are, they're going to have questions.

It's not overly pushy, as this is a crucial time in their decision-making process and you don't want to give them a reason to slow things down.

4. When a Prospect Stops Replying

If you’ve had a few back-and-forth emails with a prospect that’s clearly a good fit for your solution it can be frustrating when they stop responding.

A friendly follow-up email can help to get their attention, remind them of the value your solution has for them, and help you gain clarity about where they are in their decision-making process.

Here’s what that email might look like:

Hi {{name}},

After our last email it sounded like you were getting ready to make a decision but I didn’t hear back.

I wanted to follow up to ask if you’re still considering using {{your solution name}}, and if so, what date did you have in mind to sign up?

I’d be happy to ask our product team to personally onboard you if you’re ready to sign up this week or next.

Just in case you’re still on the fence, here’s a recent case study we published showing how {{another brand}] generated {{successful metrics, e.g. 50% increase in conversions}} with our product.

Let me know,

{{your name}}

Lots of templates recommend being overly aggressive or threatening to cut contact with prospects when they’re not responding.

While that can work, we don’t think it helps build the relationship you want with customers, as they’ll remember the tone in your emails.

You should be explicit in your ask, but not overly pushy. There are going to be clear internal reasons they haven’t made a decision, and you need to be acting as a trusted partner, there to help them make the best decision for their company.

5. Post-Networking Event

Arguably, the best part of industry conferences (whether they're in person or virtual) is that you're able to connect with people doing great work in your industry and adjacent industries.

Some of these people might be future customers, or partners.

A follow-up email to anyone you met is a perfect way to ensure they remember you, and you leave the door open to work with them in the future.

Here's an example of what your email could look like:

Hi {{name}},

Great to meet you at {{event name}}! Hope you enjoyed the rest of the day - I was a big fan of {{speaker name}} 's talk on {{interesting topic}}.

Just spent some time on your website and really like what you're doing at {{their company}}.

As I mentioned, if you're interested in {{what your company does}}, it'd be great to catch up again over a call. Let me know if you have time on {{date}}.


{{your name}}

The email doesn't have to be complicated, and we'd recommend not being overly sales-y, as that's going to make you look inauthentic.

If you give them the impression that you're only emailing them because you see a chance to get them as a customer they're unlikely to be enthusiastic to respond.

Remind them about how you met, ask them something about the event you both attended, mention their company, and make them feel valued.

6. Once a Customer Has Signed Up

Just because someone signs up and isn't a lead anymore, that doesn't mean your job as a sales rep is over.

Your interactions were likely a key reason they ended up choosing you as a vendor. Check back in with them to see how everything is going.

It's a great moment to build a relationship with them as a customer to improve the LTV of the account.

Hi {{name}},

Hope everything's going well with you - I just wanted to check in to see how your experience with {{your company}} is going so far?

If there's anything I can do to help now or in the future, feel free to reach out. You can also contact our customer support at any time here {{link to help section}}.


{{your name}}

You don't need to over complicate things here. Your main job has been completed - they've signed up as a customer. But, if the leads you close churn within two months, there may be a problem.

A short email after a week or two after a customer signs up is a great way to show that your brand isn't faceless, and there are real people behind it and available to help.

7. After a Lead Engages with a Content Asset

If your marketing team is regularly producing assets that you use as part of your sales and nurturing process, following up after those get downloaded is a must.

Let’s say someone downloads an eBook you put together on solving a pain point that your product solves.

Here’s how you could follow up:

Hi {{name}},

I hope that the {{name of content asset}} came in useful and helps you and {[their company name}} with {{relevant business challenge}}.

I had a quick question - do you still have questions that weren’t answered in the eBook?

I’d be happy to help answer them for you over email, or over a call {{link to your calendar}}.

Thanks, and let me know if I can help.

{{your name}}

If someone downloads a gated content asset, they're probably in the market or actively researching new solutions.

However, it's not the time to go full out your sales messaging. They're still researching and figuring out what they need to do to solve their current pain point.

By reaching out in a helpful, personal way, you’re going to help them gain more clarity into the problem you can help them solve, and position your company as a trusted advisor and partner.

Wrapping Up

Following up is absolutely essential if you expect to close new business regularly.

These templates will help you quickly follow up with prospects, customers, and new connections in a personalised and relevant way without spending hours every week coming up with new email copy.

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