9 Sales Follow Up Email Templates That Drive Conversions

You’ve crafted the perfect pitch, addressed your prospect’s pain points head-on, and even ended it with an encouraging call to action. You hit send, feeling confident that your first email will begin a fruitful relationship. But days turn into weeks, and there’s no response. No “Let’s chat.” Not even an “I’ll circle back next week.” Nada. Feeling discouraged? Don’t be. 

Learn how to create a well-crafted follow-up to rekindle your prospect’s interest and turn a potential dead end into a thriving partnership. This includes templates for follow-up emails that get opened and drive results.

How to write a sales follow-up email 

A well-written follow-up email can help you reconnect with your prospect and keep the conversation going, taking you one step closer to signing a sales deal. Here’s how to write a follow-up that keeps your prospect engaged and moves the deal forward.   

1. Review the initial interaction and your objective 

Let’s say you’re a sales representative for sales video software and recently spoke with a potential customer. They mentioned facing specific challenges with their current solution, such as frequent technical glitches and poor audio quality.

For this particular prospect, your objective for the follow-up email is to schedule a demo of your platform and highlight how it can address these issues.

How do you align every follow-up with the right objective? Consider these questions to create a follow-up email that perfectly aligns with your purpose and the prospect’s pain points: 

• What was the main topic of your last conversation? What were the prospect’s key challenges?
• What were the prospect’s needs or pain points? How can your product or service address these?
• What did you agree to do next? Was there a specific action item—for example, scheduling a follow-up phone call or sending additional information?
• What is your overall goal for this follow-up? Are you trying to schedule a meeting, close a deal, or simply nurture the relationship?

Salespeople often use these questions as a yardstick to personalize their follow-up email marketing campaigns. 

You can also record a short video using a messaging tool like Loom and incorporate it into your follow-up email. 

Here’s a short explainer video demonstrating how new Loom features work and benefit the prospect.

These videos are an excellent substitute for walls of text, helping you visually demonstrate how your product or service can address the prospect’s needs and inspire action. 

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2. Create a compelling subject line 

You’re scrolling through your inbox, bombarded with emails from all corners of the internet. Most of them don’t get a second glance. 

How can you save your follow-up email from the same fate and instead make it stand out from the crowd and grab your recipient’s attention? The answer lies in the subject line.

Research shows that 64% of recipients open emails based on the subject line alone. This means the fate of your email is sealed more than half the time before the recipient reads the content, making email subject lines the most crucial element in your follow-up strategy. 

Here are some tips for creating follow-up email subject lines that will make your message stand out:

• Offer value or solve a problem: Make sure your subject line implies some benefit. A powerful trick is to focus on a problem/solution approach. What issue is the prospect facing? What solution can you offer? For example, “Struggling with [problem]? We have a solution” works because it addresses pain points directly.
• Personalize your subject line: People are more likely to respond when something feels personally tailored. Include the recipient’s name or reference to a specific interaction. For example, “John, here’s how we can reduce your costs by 20%” feels personal and relevant.
• Create urgency, but be honest: Use phrases like “Act now” or “Limited time offer” sparingly and only when necessary. They work well in specific cases but can appear spammy if overused.

• Ask a question: Questions naturally pique curiosity. Try something like “What did you think about [topic]?” or “Ready to improve your sales process?” Asking questions also positions the email to continue a conversation rather than convey a one-sided sales pitch.

Leveraging these sales strategies to craft a perfect subject line will help you catch your prospect’s attention, while the remaining content of your email will sustain it. 

3. Provide context from the beginning 

Imagine walking into a meeting where everyone already knows each other, but you don’t know them. You’d likely feel lost and disconnected. The same thing happens when a prospect opens a follow-up email that doesn’t remind them of your previous conversation. Without context, they’re left confused or uninterested.

To avoid this, briefly reference your last meeting, call, or message in the opening line of your email to refresh the prospect’s memory. 

For instance, “I’m following up on our call last week, during which we discussed how [our product] could help streamline your customer support process.”

By doing this, you immediately establish context, helping the recipient understand why they’re hearing from you again. 

4. Clearly state your purpose and provide value 

A successful follow-up email is more than just a nudge—it’s an opportunity to provide value, show purpose, and continue the conversation. It should address why you’re contacting the prospect and how it can benefit them. Without clarity, your email will likely be ignored. 

Think of it as a two-way street: you want them to act, but you must offer them something helpful.

So, don’t just ask for an update. Offer new insights, free resources, or solutions. You can also share a relevant blog post, social media post, or case study. 

Write something like, “Here’s a case study of how our product helped [similar company] reduce costs by 20% in six months. Let me know if we can discuss how this might work for you, too.”

For example, Sundays, a dog food brand, sends follow-up emails that include helpful resources as a way to check in with their clients. 

This method shows that the brand genuinely cares about providing value to the customer, making the email more than just a nudge.

You can make your emails even more engaging by sharing a short Loom video explaining how your solution can solve their problem.  

5. Add a clear call to action (CTA) 

Finally, end your email with a clear, actionable next step. The CTA should align with your follow-up goal, whether it’s booking a call, scheduling a meeting, or asking for feedback. 

For example, 

• “Can we schedule a call for Thursday to finalize the details?”
• “Let me know if you need additional info to move forward.”

Don’t assume your lead will take the initiative. Tell them exactly what to do next—and make it simple.

9 sales follow-up email templates

Like a well-placed nudge, the right follow-up can turn hesitation into action in sales. Use these email templates to craft a follow-up email that moves the sales process and deals forward.  

1. After initial contact

You can use this general follow-up email to reengage the prospect after your initial contact. It’s polite, concise, and lets you provide more information or schedule a meeting. 

2. Post-meeting follow-up email

This email will help you quickly reinforce the key points from your meeting, demonstrating that you were attentive and offering to continue the conversation. A Loom video also showcases how you can solve the prospect’s problems, explains complex ideas more clearly, and builds an impactful customer connection by leaving a lasting impression.

3. After no response

You can use this template when the prospect hasn’t responded to your earlier emails. It’s polite and gives them the space to reengage when they’re ready.

4. Following up after a networking event

Sustain the momentum from high-energy networking events with this template, especially when everyone is getting back to their daily routines and decluttering a packed inbox.

5. Cold email outreach follow-up

Use this template for prospects you contacted cold and haven’t heard back from yet.

6. After a follow-up call

Send this email after a productive call to summarize the key points and keep the conversation moving forward in your sales pipeline.

7. Last attempt follow-up

This is a final attempt to handle sales objections and get a response from a prospect before you move on. It creates urgency and lets them know you’re closing their file.

8. Follow-up after contract sent

This template is a straightforward follow-up that keeps your contract front and center for your prospect without feeling pushy.

9. Email to follow up on a closed deal

This email is a brief thank-you note to a new customer to show appreciation for their choice and offer support. Incorporating a personalized Loom video makes it even more engaging.

Strategies for higher email open rates and conversions

Imagine your email campaign as a well-crafted invitation to a highly anticipated event. To ensure your invite gets opened and your guests RSVP, you need to understand and apply strategies that compel your audience to open the email and reply.

Here are some email approaches that can help you achieve that:

• Personalize your content: Personalization goes beyond the subject line—it’s about making the entire message feel directly relevant to the recipient. Reference details from the initial conversation to show that you’ve listened to and understood their needs.

• Optimize send time: Timing can significantly affect open rates. Research by Omnisend indicates that emails sent around 8 a.m., 2 p.m., or 5 p.m. and on Tuesdays tend to have the highest open rates. You can also conduct A/B tests to determine the optimal time for your specific audience.

• Leverage the power of social proof: People trust recommendations from others more than direct advertisements. Including social proof in the form of case studies and customer testimonials in your emails can build credibility and encourage recipients to take action.

• Consider cultural nuances: If you’re dealing with a prospect from a different culture, be mindful of their communication style and preferences. For example, a client from the U.S. might prefer an informal and direct approach, whereas a Japanese client might expect a more hierarchical approach, which can include acknowledging the authority and experience of senior executives.  

Pro tip: Record a short video showcasing how your product can solve the prospect’s problems. This sales prospecting strategy can be more engaging than text and particularly effective for conveying complex features and building rapport with the prospect. 

You can use Loom to record a screencast or webcam video explaining how your product can benefit the prospect. Once you’ve finished recording, copy the shareable link to the video in your email. It will automatically expand to an embed thumbnail. 

Follow-up email mistakes to avoid

Avoid these common follow-up email mistakes to improve your response rates and build better customer relationships.

• Sending the follow-up too soon: While you might be eager to hear back from your prospect, bombarding them with messages before they’ve had time to respond can appear pushy and unprofessional. It’s best to design a sales cadence that includes waiting three to five days before sending a follow-up email. 

• Being too vague or generic: Generic follow-up emails with no personalization can feel robotic and put off the recipient’s interest. Sending a “Just checking in” message without adding value gives them no reason to reply. Instead, add a personal touch to your email by offering value through case studies, resources, a webinar, or a brief Loom video visually showcasing your product. 

• Applying pressure tactics: Statements like “Act now before it’s too late” or overly aggressive offers can feel like manipulation. Build trust over time by offering value in each follow-up. You can do this by sharing resources, insights, or updates that show your genuine interest in helping them rather than pressuring them for a quick response. 

• Following up only once: Statistics show that 80% of sales require five follow-ups after the initial email—which means giving up just after one follow-up is a missed opportunity. The famous “7-Touch Rule” in marketing history suggests that a prospect needs to interact with a brand seven times before making a purchase, demonstrating just how important well-timed email sequences are.

Avoiding these common mistakes in your follow-up email will help you seal the deal faster. Otherwise, you might continue hearing radio silence. 

Take action: Email follow-up strategies for success

The key to high-converting follow-up emails lies in personalization, value proposition, and persistence. So, personalize your content, highlight how your product or service addresses their needs, and create a follow-up sequence to reach out a few times, spaced out, of course. 

Don’t forget to incorporate personalized Loom videos to make your follow-ups more engaging. Don’t just send emails. Send stories by adding a human touch to your follow-up emails with Loom. 

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