22 sales follow-up email samples and templates that generate replies

Over the past 8 years, our team has sent 100K+ follow-up emails to hundreds of B2B companies across every stage of the sales cycle. Our follow-ups have helped companies achieve 50%– 200% growth in pipeline volume and turn prospects from ‘not interested’ to highly qualified. Along the way, we’ve picked a collection of templates that consistently convert.

In this article, we’ll share a practical framework that works across multiple follow-up scenarios, showcase 22 of our top-performing email examples (complete with ready-to-use templates), and highlight the red flags to avoid, all based on firsthand experience.

A framework for high-performing follow-up emails

Before jumping into the framework and best-performing follow-up examples, it’s essential to recognize that success rarely comes from a one-size-fits-all script. As one of our SDR team leads puts it:

A relevant subject line (SL)

We tailor subject lines to match both context and relevance. When the offer is strong, a direct, straightforward line can work well. But whenever possible, the most effective approach is to weave in details from earlier conversations.

Hook (setting the context or referencing a previous conversation)

The hook in a follow-up email serves one key purpose: to instantly remind the recipient who you are and why you’re reaching out. 

This means referencing your last interaction or a shared context and pairing it with a concise reason for your message. The quicker the prospect connects the dots, the higher the chance they’ll keep reading. So, whenever possible, we try keeping it under two sentences, because long intros lose momentum fast.

Examples: 

• Enjoyed chatting at {{Conference Name}} last week about your expansion plans, and came back to you with a few thoughts.
• We’ve been connected on LinkedIn for a while, and I’d appreciate the chance to introduce myself over a quick virtual coffee.
• We spoke in September, but I wanted to reconnect after seeing the recent updates about {{Company}} navigating significant budget cuts and supply chain disruptions.

New value proposition

Golden rule: Every follow-up should bring something new to the table, even if you’ve already delivered value earlier in the sequence. Prospects forget, priorities shift, and a fresh proof point can be the spark that reignites interest.

Ideas for what to include:

• Updated results or industry-specific statistics
• New case studies or testimonials
• Product updates or recently released features
• Insights tailored to their ICP and current challenges

We adapt the value proposition for each ICP segment. For fintech leads, examples highlight fintech-specific results. For manufacturing, we swap in manufacturing-relevant proof points. The same goes for roles:

• When following up C-levels, we focus on revenue impact, ROI, and high-level case studies.
• When following up technical roles, we dive into product functionality, technical details, and features.

Here’s an example from Belkins that converted a client, even without adding a new value prop:

Why it worked: The tone feels relaxed and genuinely personal, rather than templated. The call to action is high-commitment, offering a specific date to anchor the prospect’s response, yet it leaves room for adjustment with a flexible window (Tuesday through Thursday).

Call-to-action (CTA)

There are two main types of CTAs used in follow-up emails:

• Low-commitment CTA: Best for leads who are still cold or unresponsive. It invites engagement without pressure and opens the door for future conversations (e.g., “Is this even on your radar for this quarter?”). This kind of question is easy to answer and helps warm the prospect toward a future call.
• High-commitment CTA: Effective after a prior conversation or when you’re confident the lead is warmed up (e.g., “Would you be available, let’s say, next Tuesday at 3 PM?”). It shows you’ve checked your own availability and makes the request feel more personal.

Follow-up email examples: 22 templates for 12 use cases

Use case: Reconnecting with old clients (reengagement)

When reaching out to past leads, the key is to give them a clear, compelling reason for the renewed contact. We do it either by introducing a new feature that directly addresses a known challenge or by acknowledging recent developments in their company or industry and explaining how you can help.

Here’s an example of a follow-up email built around a new feature or company update:

💡 Reusable email template

Why this follow-up email works:

• It opens by recalling a previous conversation (“I got in touch last year…”) and naming the company, immediately reestablishing context and rapport.
• The introduction of a new feature, an AI-powered feed analysis device, gives a timely, concrete reason for reconnecting, avoiding the feel of a generic check-in.
• It goes beyond describing the product to focus on outcomes: real-time nutrient profiles, early issue detection, better livestock performance, and easy-to-read reports.
• By highlighting the involvement of a dedicated Account Manager and promising integration “without adding extra work to your day,” it preempts workload concerns and lowers the barrier to engagement.

Another effective reengagement approach is to follow up by recognizing recent shifts in the prospect’s industry and showing how you can help them adapt or capitalize on those changes:

Reusable email template

Why this follow-up email works:

• It immediately establishes relevance by referencing a timely, company-specific challenge, signaling awareness of the recipient’s current situation.
• It expresses empathy without overstating it, then pivots to a clear value proposition reinforced by a concrete success story with measurable results — boosting credibility.
• The language stays outcome-focused (“stabilize operations,” “reduce costs,” “improve turnaround times”) rather than feature-heavy. The closing offers a direct, low-commitment call to action, making it easy for the recipient to reply.

Lastly, here’s a short, high-performing follow-up example we occasionally test:

💡 Reusable email template

Why this follow-up email works:

• It’s brief, direct, and rooted in a prior conversation, instantly signaling relevance and continuity.
• Referencing the last interaction (“in June”) and confirming the topic (budget cuts) shows attentiveness without rehashing old details.
• The update is a clear, measurable benefit (“reduce costs by 30%”), giving the recipient a concrete reason to reengage.
• The CTA (“a quick virtual brainstorming session next week”) is low-commitment, easy to accept, and framed as collaborative rather than sales-driven, making it more inviting.

Use case: Following up after a trade show/conference

When crafted well, post-trade show or conference emails have a strong chance of converting prospects, especially if you met in person. 

Following up when the meeting hasn’t happened

At Belkins, one of our favorite tactics is to reference standout moments or notable speakers from the event in the follow-up. The best part? You rarely need to dig deep for details, since they’re usually right in the event description.

Here’s a real-life example:

💡 Reusable email template

Why this follow-up email works:

• Opening with a conference highlight signals genuine attendance and engagement, making the message feel personal and relevant, a proven way to grab attention. 
• The middle section delivers a clear value proposition, showing how the service benefits similar companies and reinforcing it with social proof and outcome-driven language. Credibility and urgency are boosted by quantifying the value and emphasizing cost advantages.
• It closes with a low-friction call to action (“grab coffee”), casual yet specific, which lowers barriers and makes a reply more likely.

Another less creative approach to conference follow-up when the communication hasn’t happened is referring to a missed connection:

💡 Reusable email template

Why this follow-up email works:

• It opens by referencing a recent event (“Pack Expo in Chicago last week”), instantly reminding the recipient why you’re reaching out. Mentioning the booth number (“Booth 214”) reinforces a shared presence in the same place and time, subtly warming up the lead.
• The email highlights clear, tangible benefits (automated filling and sealing systems, sustainable materials, custom sizes, and real-time production monitoring), making the offer concrete. It also frames the next step as “a quick virtual intro” rather than “a 30-minute discovery meeting,” which feels lighter and less formal, lowering the barrier to saying yes.

Following up after the meeting has happened

💡 Reusable email template

Why this follow-up email works:

• It opens by referencing a recent shared event (“Food Allergy Summit”), so the recipient instantly remembers the connection and reason for outreach. Also, it mentions the earlier conversation and the recipient’s company, reinforcing that this is a continuation of a genuine interaction rather than a cold email.
• It proposes a follow-up to explore additional employee benefits, positioning the sender as someone who can help {{Company}} enhance health and well-being for its staff.
• It ends with a casual, time-bound meeting suggestion (“next week”) which is easy to accept and keeps the momentum going.

Use case: Post-webinar follow-up for attendees and non-attendees

Post-webinar follow-ups aim to spark interest and move the recipient toward a call. The emails should briefly reference the webinar and offer an easy way to learn more, such as by scheduling a quick call or accessing the webinar recording.

Here’s an example of a follow-up targeting prospects who registered for a webinar but didn’t attend:

💡 Reusable email template

Why this follow-up email works:

• It reengages prospects while the webinar topic is still fresh, even if they couldn’t attend. Acknowledging they may have been busy shows empathy and avoids guilt-tripping.
• Referencing the missed session gives a natural reason to reach out, framing the follow-up as a value add rather than a cold pitch. 
• Highlighting key takeaways or benefits sparks curiosity, while offering simple next steps, like a short call or access to the recording, keeps the commitment low and the path to engagement easy.

Another example is used to target prospects who successfully attended a webinar:

💡 Reusable email template

Why this follow-up email works:

• It’s timely, relevant, and action-oriented. Referencing a specific event the recipient attended immediately establishes context and reminds them of the value they’ve already experienced. 
• Highlighting concrete features (auto-reconciliation, variance alerts) and tying them directly to the recipient’s environment (“your finance stack”) makes the benefits personal and tangible.
• The clear, low-friction CTA (“How about next Wednesday at 1 PM?”) removes guesswork and makes it easy to say yes. The tone remains professional yet approachable, emphasizing helping, not selling.

Use case: Following up after a LinkedIn connection

A follow-up email after connecting on LinkedIn effectively turns a casual link into a meaningful exchange. By referencing the initial connection, this type of email creates familiarity and provides a natural bridge to discussing shared interests or exploring potential collaboration.

Here’s an email follow-up example that helped us convert:

💡 Reusable email template

Why this follow-up email works:

• It opens with “We’ve been connected on LinkedIn for a while,” grounding the outreach in an existing relationship and softening the approach.
• The meeting is positioned as “a quick virtual coffee” to exchange specific insights. It’s casual, approachable, and far less intimidating than a formal “30-minute discovery call.”
• The description of Company X is concise and value-focused: “track feature adoption, reduce churn, and drive customer engagement,” making the benefits immediately clear.
• It closes with a concrete prompt (“Would next week work…?”), which creates a defined decision point and helps prospects respond faster than an open-ended “When works for you?”

Use case: Company updates (engaging newly hired leaders)

A new decision-maker joining your target company is an ideal trigger for a follow-up. You can use this change as a timely reason to reintroduce yourself, offer relevant insights on optimizing processes from the outset, and begin building rapport from day one.

Here’s an example that worked in our clients’ previous campaigns:

💡 Reusable email template

Why this follow-up email works:

• It’s anchored in a timely trigger, the recipient’s recent move into a decision-making role, making the outreach feel natural, not random.
• The message spotlights a common oversight (unverified SaaS backups) that poses real risk, creating urgency without resorting to fear-mongering.
• It then delivers a crisp value proposition (automatic backups, quick recovery, 5-minute setup). It ends with a low-commitment next step (a restore test or demo), keeping the barrier to engagement minimal while moving the conversation forward.

Use case: Following up on downloaded material (e.g., white paper, research)

The goal of such follow-up emails is to build trust in our client as a thought leader or invite prospects to exchange ideas after reading the downloaded material, potentially to learn more about their current pain points and showcase our experience in their niche.

In this campaign type, we talk more about guidance, expertise, knowledge, collaboration, and ideas instead of numbers, results, partnerships, or offerings.

Here’s an email template that worked out in previous campaigns:

💡 Reusable email template

Why this follow-up email works:

• It connects directly to a recent, trackable action (downloading a specific guide), which makes the outreach timely and relevant. It invites an easy, low-effort reply while positioning the sender as helpful rather than pushy.
• It also references a current industry trend (rising Microsoft support fees and slower resolutions) that could impact the recipient, creating urgency.
• Mentioning well-known companies like Delta, Under Armour, HP, and Honda adds social proof, suggesting that the sender works with respected brands.
• Finally, framing the CTA as “no pressure, just a casual conversation” lowers barriers to engagement and makes the request feel approachable.

Another example is more pushy and direct, yet effective:

💡 Reusable email template

Why this follow-up email works:

• It ties directly to a specific past interaction (downloading a guide), which makes it timely and relevant.
• It opens with a short, conversational question that invites an easy reply and segues into a relatable pain point many IT leaders face: slow, costly offshore support. 
• The message then delivers a clear, quantifiable benefit (cutting costs by up to 50% and doubling speed) with a differentiator (US-based team), giving the recipient a compelling reason to engage. The CTA is brief, specific, and low-friction (“Worth a quick chat next Tuesday morning?”), making it easy for them to say yes.

Use case: Following up after a booked appointment

Following up after an appointment is confirmed helps reinforce the prospect’s decision, set expectations, and keep momentum high. This is also a chance to learn more about prospects’ needs.

Here’s an email template that interviews a prospect before the meeting:

💡 Reusable email template

Why this follow-up email works:

• It confirms the meeting date upfront, reinforcing commitment and reducing the chance of no-shows.
• It then adds value by including targeted pre-call questions that help tailor the discussion to the recipient’s specific needs, showing preparation and genuine interest. The questions are concrete and easy to answer, prompting the recipient to think about relevant projects and budgets in advance, which can lead to a more productive meeting.
• Finally, the tone is friendly and professional, keeping the interaction low-pressure while still moving the conversation toward a meaningful business discussion.

Use case: Following up after a successful sales call (initial meeting)

A follow-up email sent immediately after a sales call can run longer than other types because it continues an active conversation and the prospect is already engaged and open to additional detail. It should recap the key points discussed, confirm the agreed next steps, and, when relevant, include supporting materials such as slide decks, case studies, or product sheets. This way, it serves not only as a reference point for the prospect but also as a trust-building touchpoint that reinforces your credibility and keeps momentum moving forward.

Here’s a well-structured, slightly longer message Belkins’ SDRs use after a call:

💡 Reusable email template

Why this follow-up email works:

• It opens by thanking the prospect and referencing a specific past exchange (“share your packaging goals at our call earlier”), immediately grounding the message as a continuation of an existing conversation rather than a generic note.
• The line “It’s clear you’re building a strong foundation for efficiency and growth” reflects the prospect’s priorities back at them, reinforcing alignment and showing you listened.
• It then lists concrete capabilities — design, sourcing, automation, sealing, and labeling — making the offer tangible. It closes with measurable benefits: quality, speed, and cost control, three universal priorities.
• The “Next steps” section specifies what comes next (the engineering team begins the initial design and process analysis), setting expectations, confirming timelines, and reducing uncertainty while keeping momentum high.

Use case: Following up on a missed sales call

When a prospect misses a scheduled call, follow up quickly to keep momentum and make rescheduling effortless. 

Here’s an example of a strong post–no-show email:

💡 Reusable email template

Why this follow-up email works:

• This follow-up email works because it addresses a missed meeting directly but politely, showing understanding for the recipient’s busy schedule while reaffirming interest in connecting. 
• It restates the specific value proposition (helping boost the sales pipeline) to remind them why the conversation matters. 
• The CTA is clear and low-friction. It offers both a suggested timeframe and a calendar link so they can easily choose a slot, removing back-and-forth scheduling barriers. 
• The tone stays professional yet approachable, keeping the door open for reengagement without applying pressure.

Use case: Reengaging prospects after an unanswered quote

When a prospect goes silent after receiving a quote, the goal is to re-engage without sounding pushy. An example of an effective follow-up email would be the following:

💡 Reusable email template

Why this follow-up email works:

• It’s persistent without being pushy, opening with a polite reminder and an easy out by asking for the right contact if the recipient isn’t the decision-maker. It adds high-profile social proof (Star Wars, Tesla, Disney) to build credibility and show proven success with recognizable brands immediately. 
• The copy reassures the prospect that collaboration won’t disrupt their current setup (“you’ll stay in full control”) while promising a tangible value add (branded templates for consistency). It positions the sender as a seasoned partner by highlighting 20+ years of expertise and specific formats like video, animation, and podcasts. 
• The CTA is straightforward (“Would having a quick meeting make sense?”), making it easy for the recipient to respond without feeling pressured.

Use case: Handling “not now” and “not interested” responses

At Belkins, we treat a “not now” reply as a soft negative, meaning the prospect isn’t ready but is open to revisiting the conversation within a specific timeframe.

If the prospect indicates when they might be interested (e.g., “We don’t have the need right now, check back next quarter”), here’s an example of a follow-up message tailored to that timeline:

💡 Reusable email template

Why this follow-up email works:

• It includes a specific call to action with an exact date and time, avoiding the open-ended “When works for you?” that often leads to a prolonged back-and-forth.
• Labeling the invite as a “placeholder” and noting it can be “easily rescheduled” lowers the pressure while keeping the meeting on their radar.

If the prospect hasn’t provided a clear timeline (e.g., “Thanks for your time, but we have different priorities right now”), we send a follow-up with a softer invitation to reconnect in the future:

💡 Reusable email template

Why this follow-up email works:

• It prompts a specific, low-effort response by asking for a rough follow-up time frame, which narrows the decision and makes it easier for the recipient to reply. 
• Including a deck ensures they have a tangible reference point for your offering, keeping you “in their mental file cabinet” so that when priorities shift, they can quickly recall and reengage with you without searching.

When a prospect replies with a brief “not interested” and offers no explanation, we send a short, respectful follow-up that invites brief feedback to understand whether it’s timing, fit, or another reason.

💡 Reusable email template

Why this follow-up email works:

• It offers a few possible reasons for the prospect’s lack of interest, making it easier for them to reply. Asking a simple “why” without framing helps avoid no-response dead ends.
• It stays respectful by not adding new offers or pushing further after the prospect has clearly said they’re not interested.

Use case: Last-touch follow-up email after being ignored

When sending a final follow-up, we avoid two things: saying goodbye to a prospect and being overly apologetic. Even the last email has to be valuable, not a desperate attempt at contact.

Unless they explicitly reply with “stop writing me” or “unsubscribe,” we send a last email, then move them to the “contact later” list and assign ourselves the follow-up task of reconnecting during the next quarter.

Here’s an example of a standard high-performing last follow-up email:

💡 Reusable email template

Why this follow-up email works:

1. It includes the contact’s follow-up details so the prospect can easily find and reconnect when the time is right. 
2. It excludes any open-ended questions, so even if a prospect is extra busy, they can respond with a simple yes or no.  

Sometimes, we also go with making the final touch engaging and easy to respond to by giving prospects numbered reply options, with one option made intentionally humorous to break the ice:

💡 Reusable email template

Why this follow-up email works:

• It’s short, personal, and playful, lowering the response barrier.
• The subject lines spark curiosity (“one quick question” or “are you heading to Mars?”), while the body makes it clear that the sender is here to help, not to push.
• The three-number reply format makes responding effortless, and the humorous third option adds personality, making the outreach both memorable and disarming.

Red flags in follow-up emails

We asked our senior copywriters and SDRs to share their never-do-it rules, pulled straight from follow-up campaigns that crashed and burned. Here’s what the “post-mortems” revealed.

• Over-following up like it’s a sport: If your sequence looks like 10 unanswered emails in a row… stop. That’s not nurturing a lead — that’s training them to ignore you. A healthy cadence leaves breathing room, changes angles, and respects the prospect’s time.
• Apologizing yourself into irrelevance: Politeness is good. Groveling isn’t. Opening with “Sorry to bother you again…” signals your offer isn’t worth their attention. If you bring value, own it — you’re helping them save time, not wasting it.
• Making it about your goals, not their outcomes: Prospects don’t wake up thinking, “How can I help this SDR hit quota?” They care about their own problems, priorities, and metrics. Keep the copy you-focused: Link every line to their needs, their pain points, and the results you can deliver.
• Sending lots of emails in one thread: When the prospect opens your email and sees dozens of similar messages, the outreach is perceived as less professional and too pushy.
• Overloading with technical details and metrics: It signifies that you’re not confident in the value provided. A better strategy is to use one or two numbers, the ones that really stand out. 
• Repeating sentences or copy-pasting value props from the initial email: Ignoring the context of the previous conversation makes all your emails feel spammy and unworthy of attention.