How to Write Follow-up Emails People Will Actually Reply To

“Follow up and follow through until the task is completed, the prize won.” – Brian Tracy

This is very true!

Research shows that 80% of sales happen after five follow ups. But, that does not mean that simply sending follow-up emails multiple times will help you close a deal.

For most salespeople, following up means sending boring and ineffective emails with phrases like:

  • “Just checking in…”
  • “Just following up on our conversation…”
  • “Just wanted to touch base…”

This does not work!


Because such emails are void of value to the prospect and they are robotic, without the power to influence.

And, lead nurturing is not about touching base or checking in.

It is about providing value with every connection with the prospect and keeping him or her moving through the purchase cycle.

However, we know it is not as simple as it sounds. So, to make your job easier, we have put together a couple of strategies that you can follow and implement in your next follow up emails to encourage a response. Read on to learn more.

Make Your Emails Relevant


Always send relevant emails to trigger engagement. Make sure that you offer additional and valuable information that could be useful and interesting to your prospects.

Below are a couple of ideas that could help you:

  • Share a success story – Share previous success stories of your clients which are relevant to the prospect’s industry as well as testimonials to emphasize your product’s superior quality and how it has helped similar businesses.
  • Include new and enticing information – Each follow up should offer new information that the prospect cannot ignore. For example, if you have a discount that is specifically tailored for them or if your company introduced a new feature, then inform the prospect. You can start the email with “I have great news for you!”
  • Offer a referral – Help them get some leads. For example, you can refer them to a LinkedIn group that has potential customers of your prospect or you can even refer some names who are possibly interested in your prospect’s products or services.

This will create an impression that you are more focused on helping them succeed in their business than making money yourself.

  • Share a useful article – Keep an eye out for publications regarding your prospect’s industry and include such articles in your email with a message of how it could help him or her.

You can use tools like Feedly to subscribe to the publications and stay up to date with every happening in that industry.

You can also set Google Alerts for the industry’s keywords to get articles in your inbox automatically.

Personalize and Include Call-to-Actions

Do not write generic emails, as these are annoying and boring and they show that you are not deeply involved in the prospect.

Also, avoid using flat salutations, such as “Hello” or “Dear Customer,” and address the person you want a response from directly.

Moreover, make sure that you include a call-to-action to boost responses.

Here are a couple of tips on writing good follow-up emails:

  • Remind the prospect about your previous conversation and what was discussed.
  • Provide details about what should happen next.
  • Include a link to your LinkedIn profile or a professional signature. Tools like Wisestamp can help you make a great signature.
  • Keep your email concise; limit it to around 200 words.
  • Make sure that the message is clear and the email does not have any spelling or grammar mistakes.

Make It Timely

Whether you are sending the email manually or automating the follow up, timing is everything.

Consider sending the email, as follows:

  • Within 24 hours after a conference or a one-to-one meeting, while everything is still fresh.
  • Around two to three days after sending a proposal to avoid being too pushy and to give the prospect some time to review and discuss it with the other decision makers.
  • Within seven days, if the prospect did not respond to your previous message.

Wrapping Up


My final advice: Do not give up!

Every business is different and what might work for one may not be suitable for another. So, you need to keep experimenting to see what works best and then act accordingly.

So, what strategy for writing sales follow-up emails has worked best for you? Please leave your comments below, I’d love to hear from you.


Images sources: Giphy, PixabayWikimedia

Published by

Ohad Oren

Ohad Oren is Co-Founder and COO of ONDiGO. Prior to ONDiGO he Co-founded several start-ups. Ohad has years of experience in Sales and Business Management. You can follow him on twitter on @OrenOhad

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