Sales follow up emails: How to engage your prospects and get responses [ideas and templates inside]

email follow up reminder

Sales is a crucial department in every company. A product can be innovative, groundbreaking and lifechanging, but if no one is there to offer it to the right buyers and close the sale it might as well be as it doesn’t exist. Email is still one of the main sales channels, but to strike a deal through email outreach is no easy task. Sometimes you need a fresh perspective on things, so we decided to bounce a few ideas on prospect email engagement of you. Let us know what were the responses like.

Before we get into actual sales email content ideas and templates that you can copy and paste into your email client and sent to your prospects, we’ll give you one crucial piece of advice: generic emails do not work! Your clients need to feel that you’re taking them seriously and that on the other side of the conversation is a real person who wants to help them improve their workflow/revenue/or whatever your product is about. After the initial outreach, no matter if you’ve gotten a response from a prospect or not, the second email needs to show a personal effort and a little more of how your product will help this client in particular.

Ideas for sales follow up email subject lines

Since it’s the first thing the client sees when your email arrives, the subject line has to draw his attention

Depending on the development of events after the initial contact has been made, we recommend you use some of these subjects.

Subject lines after no response

  • Still any interest in our service?
  • Any updates for us?
  • It takes two to tango
  • Cutting to the chase

Subject lines after a trigger event

  • Discussing your future goals today
  • Ideas for your launch
  • Question about a [new product] feature
  • Thoughts about [title of blog post]

Subject lines for general follow up

  • How can we improve your [business goal]?
  • 10 free tactics to increase [objective]
  • Let’s have a 10 min call on this?
  • [name], quick question
  • [name] recommended we chat
illustration of a person sending many emails

Ideas for follow up email content based on previous contact 

Successful meeting

After a meeting gone well, a salesperson will find themselves drafting a follow up email very soon. So, in order to get a response and avoid the common situation of a client ignoring your emails, we suggest you use this wording:

[Name], I’m writing to follow up. I’m not sure what our next step is.

Let me know what makes sense for you as a next step, if any?

Thanks for your input.



[Name], I’m writing to follow up on our last conversation. My boss asked me for an update on your account. I told him I didn’t have one.

I’m not sure if it makes sense to continue the conversation. What makes sense as a next step, if any?


Conference or a networking event

These kinds of events are a goldmine for making a connection to potential clients that you definitely know are interested in the service you provide just by showing up and participating in a particular niche related event. That’s why when the connection has been made, sending a follow up email is the next thing bound to happen.

Here’s one idea on how to get the conversation started:

Hi [Name],

What a great show. I hope you enjoyed it and learned more about project budget management solution [tool] to improve your [problem facing business].

I’m sure improving your PM team’s productivity [objective] is a top priority for you. I thought I’d send you “Project budget management made simple: Horreum Project Budget Manager add on for Jira” [piece of content] for you to review. If you’d like any additional information about how [details of content], I’d be more than happy to have a quick chat over the phone [chat/meeting software].

Just let me know if you have any questions or would like to have a more in-depth conversation. I’m here whenever you need me.


Follow up email with no reaction

Sometimes even your best effort to engage prospective clients won’t produce a response. This doesn’t mean you should give up. By sending more follow up emails — in situations where you feel it’ll be worth it — that are simple, short, and useful, you might just get that response you’re looking for. Persistence pays off when it comes to sales follow up emails.

Try writing up something like this:

Hi [Name],

I’m sorry we haven’t been able to connect. Last time we spoke, you seemed very interested in boosting your [objective]. Again, I know how hectic things can get between work and personal life.

I would be available for a call during weekends or before or after work hours if that’s easier for you. I don’t mean to bug you, but I do want to help you manage your team so you can exceed your [objective].

poster: keep calm and stop sending emails

When’s it time to stop the follow ups?

The thrill is gone and you’ve been left hanging by the once promising prospect. You could just stop, BUT why not make the unexpected move and send an intriguing “break-up” email. 

How do you “break up” with your customer? Here’s an idea:

Hey [First Name],

I was just running through my ___ pipeline and cleaning up my backlog of guest contributions. Since we haven’t been able to get your ____ over the past few months, I’m going to go ahead and assume you won’t be able to contribute the discussed _____?

If so, no worries. Just let me know so I can comfortably remove it from my list. If you still want to contribute, I’m also happy to keep it on my list and discuss how we can get it completed in a manner that suits your schedule.

It’s important that you leave the customer under a positive impression of you and the company you represent. And legend has it (according to HubSpot) that these kinds of follow ups can have as much as 76% response rate.

If you need help with starting your email outreach and don’t have the idea on how to present your product/service to prospects contact us. We have an idea, that’s usually all it takes. 

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