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13 Sales follow-up email templates that generate replies

Stephanie Trovato
Stephanie Trovato
Reading time:14 m

When uncertainty and recession hit the B2B world hard, the adage “You miss 100% of the shots you don’t take” resonates more than ever. Sales professionals understand that persistence and tact often make a difference in their ability to close deals. While the initial excitement of sending the first email might spark interest, it’s the strategic follow-ups that truly keep you top of mind and inch you closer to sealing the deal. 

According to our recent study on sales follow-up statistics, a first follow-up email can skyrocket the response rate from potential customers by a staggering 49%.

Consider this: Despite the advances in email marketing, 63% of decision-makers and high-tier professionals, from heads of sales to CEOs, may express interest in your product or services but not purchase for at least 3 months. Even more intriguing, 20% take more than a year to pull the trigger.

These figures don’t imply a lack of interest. Instead, they highlight specific use cases and the importance of being persistent yet tactful in maintaining engagement. That’s why arming yourself with well-crafted follow-up emails is vital. 

We will share the best approaches that work for Belkins’ clients. Dive into our compilation of B2B follow-up email templates optimized to build genuine relationships, solidify rapport, and guide sales journeys to their successful ‘Yes.’

As you venture into your next follow-up, remember that every email is not just a touchpoint but an opportunity to build a relationship, showcase expertise, and, ultimately, drive value for both parties. If ever in need, partnering with a cold email outreach agency like Belkins will guide you in mastering these nuances and achieving the desired outcomes.

Sales follow-up email template to use after the initial meeting

Subject line: Moving Forward from Our Recent Discussion

Hello {{First Name}},

I truly value the time we spent chatting recently. The insights shared, especially around [specific point discussed], sparked possibilities for how {{Client’s Company Name}} can benefit from our collaboration.

Given our discussion, I want to understand your thoughts on the next steps. I’d appreciate your guidance on advancing this conversation if there’s continued interest on your side.

Looking forward to your direction and our continued collaboration.

Best wishes,

{{Your Name}}

When to use: This template is tailored for that post-meeting follow-up, where the goal is to reaffirm mutual objectives and set the stage for subsequent interactions. While a good sales follow-up email like the one above capitalizes on the meeting’s discussions, a suboptimal example might sound too generic, omitting specifics of the meeting or sounding overly salesy without regard for the conversation’s content.

Bad example: "Hey. Had a great chat earlier. Hope to talk soon about more."

Follow up sales email template to send after a trade show, conference, or networking event

Subject line: Great Connecting at {{Event Name}}!

Hello {{First Name}},

Meeting you at [insert event name] was one of the highlights for me — truly a fantastic event! Your interest in {{company}} and our discussion about elevating your [objective] left an impression. Recognizing that this is a core priority for your company, I wanted to ensure we maintained the momentum of our conversation.

As promised, the [insert information] is attached for your review. If you’d like more insights or if there are questions on your mind, a phone call might be beneficial. How does next week look for a quick call to dive deeper?

Anticipating our continued dialogue,

{{Your Name}}

When to use: This email serves to rekindle the rapport formed during the event and to position both parties toward a mutually beneficial dialogue. A less effective approach might miss referencing specific conversations from the event, rendering the email impersonal.

Bad example: “Hey, met you at the {{insert event name}}. We have something to offer.”

Email template to follow up with after sending proposal or quote

Subject line: Clarifying Our Customized Quote for {{Client’s Company Name}}

Hello {{First Name}},

Following up on the tailored quote sent on {{Day}}, I wanted to ensure you had a comprehensive understanding of the features we’ve recommended for {{Client’s Company Name}} and how they can directly address [pain point].

Do you have any questions or need further details on any aspect of the proposal?

I’m here to assist and would love to set up a time for a discussion if needed.

Warm regards,

{{Your Name}}

When to use: Post sharing a custom proposal, this follow-up emphasizes its tailored nature and the commitment to deliver value. A poor example might lack reference to the tailored approach and seem generic.

Bad example: “Have you checked our proposal? Please confirm.”

Sales follow-up email template to use after following a trigger event

Subject line: Noticed You Revisited Our Proposal

Hello {{First Name}},

I noticed you had another look at our proposal. It’s a great sign that we align with what you’re seeking. Do you have any additional questions or thoughts you’d like to discuss?


{{Your Name}}

When to use: When analytics indicate a renewed interest, this email nudges the prospect to convert that interest into dialogue. A less efficient email might come across as intrusive or not provide context.

Bad example: “I saw you opened our email. What do you think about our offer?”

Sales follow-up email to send after a prospect needs to consult with colleagues

Subject line: Aiding Your Discussion with {{Company’s}} Team

Hello {{First Name}},

First, thank you for the insightful conversation on [insert date]. I’m genuinely excited about the prospect of our collaboration.

Recognizing that you mentioned consulting with [insert person] regarding our proposal, I wanted to offer support in facilitating that discussion. 

I understand that internal discussions and alignment are crucial, so I’m here for any assistance or additional information to support your dialogue with colleagues. Please let me know if you’d like to address anything specific.


{{Your Name}}

When to use: This is to assist a prospect who isn’t the sole decision-maker. A less impactful email might pressure the prospect instead of offering support.

Bad example: “Hi. Any news from your colleagues? When can we expect a decision?”

Email template to follow up after leaving a voicemail

Subject line: Missed Our Call — Let’s Reconnect

Hello {{Prospective First Name}},

It seems I caught you at a busy moment earlier when I tried reaching out! I did leave a voicemail touching upon {{specific topic}} and how we can collaborate towards achieving [specific goal] for {{Client’s Company Name}}.

I’m eager to have this conversation, so I’ll aim to call you again next week. Alternatively, if a specific time works better for you, feel free to ring me back at [insert number].

Awaiting our chat,

{{Your Name}}

When to use: This email is a gentle reminder of the voicemail, reinforcing the message. A poor example might not reference the voicemail, leaving the recipient confused.

Bad example: “Call me when you’re free.”

Sales email template to use after following up

Subject line: Revisiting the Benefits of {{Company Name}} for {{Client’s Company Name}}

Hello {{Prospective First Name}},

A while ago, I reached out, highlighting how {{Company Name}} might be the right fit for {{Client’s Company Name}}. I understand a lot keeps us occupied, but considering the results of our clients’ experience — notably [insert statistic] with our [insert product/service] — it felt appropriate to revisit our conversation.

With features like [insert feature] and [insert feature], there’s potential for tangible benefits for your organization. If you’re open to diving deeper, I’d be thrilled to arrange a call to address any queries or provide further insights.

Eagerly awaiting your thoughts,

{{Your Name}}

When to use: This is for situations where persistence is key. It serves as a reminder but also reiterates the value proposition. An ineffective approach might come off as too pushy.

Bad example: “Hello. Still waiting for a reply.”

Follow-up sales email to use for a break-up email

Subject line: Parting Thoughts for {{Client’s Company Name}}

Hello {{First Name}},

We’ve shared some communications over the past weeks, and I truly appreciate your time and consideration. As we value the respect of your inbox, I wanted to check in one last time.

If our paths don’t cross at this juncture, we hope they might in the future. All the best in your endeavors, and remember, {{Your Company Name}} is always here to assist.


{{Your Name}}

When to use: To end communications on a positive note, leaving a door open for future interactions while making it clear that this will be your last email. A poor example might sound bitter or desperate.

Bad example: “Seems you’re not interested. Let us know if you change your mind.”

Email template to follow up with a free sample, test, or demo

Subject line: A Special Access for {{Client’s Company Name}}

Hello {{First Name}},

Understanding the demands and challenges of managing your team and ensuring they excel in [insert job function], we believe a hands-on experience can speak volumes. 

Some time back, I introduced you to {{insert product or service}}. To provide a clearer picture of its potential, we’ve set up [guest logins/free samples/vouchers] for you and your team to dive in.

Please feel free to explore and share this access with your colleagues. We’re keen to hear your feedback and insights. Let’s align for a brief chat if you have any questions or if you’d like a detailed walkthrough. I’m confident our solution can significantly enhance your [area of operations].

Anticipating your thoughts,

{{Your Name}}

When to use: To provide prospects with a firsthand experience of your offerings. A less effective email might need more clarity about the offer or come off as too aggressive.

Bad example: “Try our product now. Promise, you won’t regret it.”

Follow-up email to push your features and USPs

Subject line: Tailored Insights: How {{Your Product/Service}} Aligns with Your Goals

Hello {{First Name}},

Recalling our recent conversation and your keen interest in [insert relevant feature or subject], I wanted to share something directly aligned with your focus. Our team has carefully crafted [insert blog or article name plus hyperlink], offering insights that might resonate deeply with what {{Client’s Company Name}} seeks to achieve.

If a deep dive isn’t feasible right now, here’s a snapshot of what’s inside:

{{Feature/USP #1}}

{{Feature/USP #2}}

I’m eager to explore how these elements can support {{Client’s Company Name}}’s objectives. Let’s align for a call at your convenience.


{{Your Name}}

When to use: To highlight your product/service’s standout attributes. An ineffective email might boast without substantiating claims.

Bad example: “Our features and quality are the best. Trust us.”

Follow-up email template to use after no response to cold email

Subject line: A Gentle Reminder: Exploring Synergies

Hello {{Prospective First Name}},

I understand how demanding schedules can be. Just touching base following our previous emails regarding how {{Your Product/Service}} could benefit {{Client’s Company Name}}. We’re here to assist and answer any questions you might have.


{{Your Name}}

When to use: To gently remind and reiterate your value proposition. A poor example might sound offensive or too confrontational.

Bad example: “Just noticed you haven’t replied to my emails. Why?”

Sales email template to ask for a referral

Subject line: Navigating to the Right Channel within {{Client’s Company Name}}

Hello {{First Name}},

Recently, I reached out regarding {{company or product}}, believing it could bring value to {{Client’s Company Name}}. Reflecting on our correspondence, I’m wondering if there might be a more fitting department or individual within your organization for this conversation.

Would you be kind enough to guide me to the appropriate contact?

Anticipating your guidance,

{{Your Name}}

When to use: When you believe another person within the company might be a better fit for your outreach. A less tactful email might come off as not valuing the current contact.

Bad example: “It seems like you’re not the right person. Who should I talk to?”

Email template to use when prospects ask to circle back later

Subject line: Reconnecting From Our Previous Conversation

Hello {{First Name}},

When we last dove into {{value proposition}}, you felt the timing wasn’t right and suggested reconnecting closer to the year’s end. As we’re now approaching that period, I wanted to circle back and see if we can continue where we left off.

Looking forward to your thoughts,

{{Your Name}}

When to use: To remind prospects of prior conversations and reasons for delay. A poorly crafted email might seem forgetful or pushy.

Bad Example: “Hi there. Is it a good time now to get back to our discussion?”

Industry-specific sales follow-up email templates

The essence of a sales follow-up email remains consistent across industries, but nuances and specifics can vary depending on the sector you’re targeting. Understanding these nuances can significantly enhance the impact of your sales follow-up emails. Here are some industry-specific templates to help guide your outreach:

Software product

Subject line: Exploring Further: {{Software Name}}’s Potential

Hello {{First Name}},

Following up on our recent chat about {{Software Name}}, I’ve been reflecting on how our latest features could address {{Client’s Company Name}}’s specific challenges. Tools like [specific feature #1] are tailored to optimize processes and drive efficiency.

Are you available for a deeper conversation on this alignment?

Awaiting your feedback,

{{Your Name}}

Why this addresses the prospect’s needs: This copy establishes a clear connection between the software’s capabilities and the challenges faced by the client’s company, emphasizing tailored solutions.


Subject line: Next Steps: Elevating Patient-Centric Solutions

Hello {{First Name}},

After our last discussion on healthcare innovations, I wanted to introduce you to [specific feature or service] — our latest breakthrough designed to transform patient care.

Considering {{Client’s Healthcare Facility}}’s commitment to modern solutions, I’m keen to discuss its potential integration and benefits.

Hope to hear from you soon,

{{Your Name}}

Why this addresses the prospect’s needs: This copy acknowledges the facility’s dedication to innovative solutions while introducing a feature that aligns with that ethos, showcasing a mutual commitment to healthcare advancement.


Subject line: Diving Deeper: Efficiency with {{Product/Service Name}}

Hello {{First Name}},

Post our recent exchange on manufacturing challenges, I’ve been exploring how {{Specific Product/Service}} could offer a significant advantage for {{Client’s Company Name}}, ensuring enhanced production and reduced downtimes.

Could we set a time to discuss its potential applications further?

Best regards,

{{Your Name}}

Why this addresses the prospect’s needs: The email directly connects the product/service to the previously discussed challenges in manufacturing, emphasizing practical benefits and inviting further discussion.


Subject line: Following Up: Enhancing Your Online Sales Strategy

Hello {{First Name}},

Building on our previous discussion about digital marketplace navigation, I wanted to delve deeper into how {{Specific Product/Service}} could be the game-changer for {{Client’s Company Name}}.

Would you be open to a detailed walkthrough of its potential and functionalities?

Looking forward to reconnecting,

{{Your Name}}

Why this addresses the prospect’s needs: The message is designed around the challenges of navigating the digital marketplace and emphasizes the transformational impact of the product/service for the client’s online sales strategy.


Subject line: Continuing Our Conversation: Enriching Education

Hello {{First Name}},

Reflecting on our last chat about modern educational solutions, I believe {{Specific Product/Service}} holds immense potential for {{Client’s Institution}}. Merging contemporary methodologies and interactivity could redefine the learning experience.

Would you be interested in a detailed exploration of its benefits and features?

Eagerly awaiting your response,

{{Your Name}}

Why this addresses the prospect’s needs: The copy reaffirms the importance of innovative educational solutions and positions the product/service as a crucial tool for enhancing learning, connecting directly to the institution’s aspirations.

Best practices for sales follow-up emails

Navigating the intricacies of the sales process requires more than just sending an initial email. Sales reps need to master the follow-up, ensuring every touchpoint propels prospects further down the sales funnel. Striking the right chord in your email campaigns can differentiate between a successful deal and a missed opportunity.

Let’s dive into the critical best practices to optimize your follow-ups and achieve notable open rates for your sales team. And while understanding how to write B2B emails is foundational, seamlessly integrating these emails into your workflow and understanding how to follow up on sales leads is equally pivotal.

What to avoid when writing a sales follow-up email

  • Slow response time: In the demanding world of B2B, swift responses are essential. Delays can inadvertently signal disinterest or lack of prioritization, tarnishing the prospect’s experience.
  • Including unnecessary information: Clarity is key. Ensure every segment of your email serves a purpose, removing any extraneous details. This includes everything from follow-up email subject lines to calls to action (CTA).
  • Lack of context or information: Recaps are useful. Every email should be self-contained, sparing the prospect from having to sift through past emails for context.
  • Poor grammar or structure: Uphold professionalism. Mistakes in grammar or a haphazard structure can dent your credibility.
  • Impersonal or robotic messages: Every sales rep should aim for personalization, tailoring messages to resonate with the prospect’s unique needs and interests.
  • Not making It easy for the customer: Simplify actions. Whether scheduling a chat or seeking feedback, make the prospect’s journey effortless.

Tips to keep in mind before sending follow-up emails

  • Identify prospects’ le+vel of intent: Before diving back into your sales funnel, assess interest levels from prior interactions to craft a tailored follow-up.
  • Monitor your metrics: Track metrics like email opens and link clicks, offering invaluable insights into the reception of your follow-ups.
  • Avoid overused phrases: Steer clear of clichés such as “Follow Up” or “Touch Base” to maintain the potency of your message.
  • Optimal number of follow-ups: In B2B sales outreach, after the initial email, 2 follow-ups generally hit the mark.
  • Timing is everything: Be mindful of the follow-up window. Neither rush post the initial outreach nor wait too long. So when choosing the best time to send B2B emails, consider a span of 3–5 days post the cold email as it typically yields optimal results.
  • Leverage A/B testing: Enhance your strategy with data. Whenever possible, share outcomes from A/B testing of different email versions, lending weight to your suggestions.
  • Mobile optimization: With a significant fraction of emails read on mobile devices, it’s indispensable to ensure your follow-ups are optimized for every screen size. Thus, the best format for cold B2B emails is plain, well-structured text. 

Wrapping up

Crafting the right sales follow-up email is a blend of art and science. It’s about understanding your prospect’s needs, respecting their time, and presenting your offering in a relevant and compelling way. Remember, even the best cold email templates for B2B hinge on the effectiveness of their follow-up strategy.

Though templates offer a foundational structure, it’s the individual nuances, industry-specific touches, and an insightful grasp of your prospect’s challenges that elevate a good email to an exceptional one.

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Stephanie Trovato
Stephanie Trovato
B2B copywriter
Stephanie is an experienced marketer and content expert in the B2B space with a background in international trade and marketing analytics. A multi-channel storyteller and strategist with over a decade of content marketing experience, Stephanie's expertise spans the marketing, technology, SaaS, eCommerce, and workplace management industries.