The importance of sales follow-up emails goes far beyond just “checking in.”
Yesware’s data scientists found that you have a 21% chance of getting a reply to your second email if the first goes unanswered.
After that, there’s still a 25% chance that you will eventually hear back from your recipient over subsequent follow-ups.
But here’s the kicker: 70 percent of sales emails stop after the first attempt.
Why are so many people throwing in the towel so early? Our guess is that it has something to do with the fact that writing and rewriting these mission-critical messages isn’t always easy.
But how do you toe the line between persistence and pushiness?
We asked the Yesware sales team to share their top four follow-up email templates. Next time you find yourself searching for the words that will get you back on your prospects’ radar and garner their reply, consider one of these data-backed email examples.
(PS – No time to read? Grab all four email templates here to copy and paste as you like.)
Tight on time? Jump around to any section.
1. Right After You Leave A Voicemail – Follow Up Over Email
Voicemail and email go together like Batman and Robin. When one is having trouble, the other guy is always there, ready to back him up.
Likewise, following a voicemail with a quick email can pack a one-two punch powerful enough to break through to the busy person you’ve been trying to reach. By touching your contact in two faculties – the eyes and ears – you double the impact of your message to get past what mental health professionals refer to as cognitive triage.
Follow up email sample:
2. When They’ve Opened, But Haven’t Replied – Reference Behavioral Insights
The sales rep below has a dead simple follow-up strategy that helps him quickly capture his prospects’ attention, resulting in a 50% reply rate. Whenever he notices a pattern of email opens and link clicks within a particular email in Yesware’s tracking dashboard, he fires off a quick note to 1) let the recipient know that he’s aware of their potential interest, and 2) volunteer himself as a helpful resource.
Follow up email example:
3. When You Can’t Figure Out Who The Decision Maker Is – Ask For A Favor
Ever been in a situation where you’re not sure if you’ve been following-up with the right person? You don’t want to alienate your contact by filling their inbox with irrelevant emails, but you don’t have other information to go off of.
Your best move: Simply ask them to point you in the right direction – it might actually make them like you more. According to the Ben Franklin Effect, when you ask someone for a favor, you place yourself under obligation to them –which makes them feel kindly towards you. When people provide assistance, they feel good about themselves and about you.
Follow up email example:
4. When You’ve Just Hung Up After A Sales Call – Keep Adding Value
Well the good news is some of those follow-up emails must have worked, because you got your prospect on the phone for a sales call. 😉
To keep the deal moving forward, follow up with a note thanking them for their time along with a quick recap of the call. The template below, by our very own Paul Hlatky, is all about adding value, and has a 50% reply rate.
Sample follow up email:
To customize this email for your clients:
- Highlight specific features/services that address their unique pain points.
- When pitching your product to decision-makers, link to “how-to”s or product documentation they can show to their team.
- Tell your client the next steps they need to take to move the deal forward, and set an exact time to follow up.
- Try sticking a “P.S.” at the bottom of your email. This can be a good place to use positive peer pressure and point to other companies who have used your product/service successfully.
There are many different factors that determine whether sales emails hit the mark or fall short. Sales is constantly changing, which means you should always be tweaking and testing your own follow-up templates.
Use the resource below as a jumping off point. In addition to four follow-up templates, we’ve also included 14 other sales email templates for you to save to your Yesware Template Library, and edit to your liking.