40+ Follow-up Email Templates To Use In Different Sales Situations

You send a cold email.The prospects respond to it.

You jump on a demo with them.

And they sign up for the product.

It looks so smooth and simple, doesn’t it?

However, in reality, taking the prospect through this journey is like going on the space mountain – so many unexpected turns and stops all the way.

You don’t get a response to your email.

Even if you did, the prospect goes cold after a couple of email exchanges.

And those who asked for a demo forget about your product after that.

What do you do in this situation?

Obviously you cannot give up on these prospects – after all, these are potential customers we are talking about.

At the same time, you cannot keep waiting for them to respond – because your prospects are busy professionals with other more important tasks to attend to.

This is why sending a sales follow-up email is so crucial.

Take a look at these statistics that highlight the importance of following up:

  • 80% of sales require 5 follow-up phone calls after the meeting.
  • 63% of people requesting information on your company today will not purchase for at least three months – and 20% will take more than 12 months to buy.
  • If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them.

Very clearly, the fortune lies in following up for a salesperson. And sending a follow-up email is an effective way to build a relationship and gently nudge the prospects towards signing up for your product/service.

In this post, we share a collection of sales follow-up email templates for different scenarios that you can make use of in your sales email campaigns.

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Things to Keep in Mind While Sending a Sales Follow-Up Email

Before you follow up with a prospect, here are a couple of important points that you need to keep in mind.

1. Identify the Prospect’s Level of Intent Before Following Up

Know this: your prospects are at different stages in their buying journey. Some are ready to buy. A few highly personalized touches will land you the meeting. These prospects have high buying intent.

Other prospects are not so close to a buying decision. They need more time and more messaging from you. These prospects have relatively low buying intent. The challenge here is to stay top of mind, build intent and send the right message when they are ready to make the buying decision.

Without identifying intent, you’ll be forced to send the same sales followup to every single prospect, which means you miss out on so many opportunities to book meetings and close deals with the ready-to-buy prospects.

This is where Klenty comes in. It helps you identify buying intent in prospects, automatically shift high-intent prospects to a different cadence of sales follow-ups, and focus your time on those prospects.

With the Cadence Playbooks feature, you set up automated triggers to pick up the prospect’s ‘Intent Signals’ and automatically move them to a hyper-personalized cadence when the trigger is activated.

2. Focus on the Follow up Email Subject Line

You may have crafted a perfect email that offers a lot of value, but it’s wasted effort if the prospect never opens it.

No opens = No responses

Crafting a subject line for your sales follow up email can be tricky. While there’s no one-size-fits-all rule to what will work, we’ve gathered some good subject line examples used by the top sales professionals at HubSpot to achieve high email open rates.

Here are a few good subject line examples for sales follow up emails:

After No Response

Still any interest in us?
Any updates for us?
It takes two to tango
Let’s cut to the chase

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

3. Track the Follow-up Email Opens and Link Clicks

Why should you track your sales follow-up emails?

Because knowing who opened your follow-up email, but didn’t respond, and who ignored it can change the context of your future follow-ups.

You retarget your prospects with follow-up emails based on their level of engagement with your past follow-ups. And yes, you should retarget the prospects that opened your follow up emails or clicked the links but aren’t responding to your follow-ups, as well as the ones that are ignoring your follow-up emails.

On top of that, tracking allows you to plan out the best day and time to send your follow-up emails.

Sales Follow-Up Email Templates for Different Sales Scenarios

1. Following Up After No Response

When to use: When the prospect has not responded to your cold email.

You write an enticing cold email to your prospects and are confident that they will love what your email has to offer.

Yet, 48 hours later, you are still waiting for a response. Do you find yourself in this situation more often than not?

What do you do then? Get disappointed and move on to the next list of prospects? Of course not! You have to follow up with them!

What Should Your Sales Follow-Up Email to a Prospect Who Has Not Responded to Your Email Look Like?

These are prospects who may have checked your email but didn’t respond for some reason. Or worse, they didn’t even notice your email because it was probably lost amongst other emails in their inbox.

Instead of merely checking in, your follow-up should provide some value to the prospect; try sharing a case study or a resource, helping them solve their pain point or improve their business.

In your follow-up, be specific on how you can help them and emphasize that you are reaching out only because you truly believe that they are a great fit for your product.

Sales Follow-up Email Templates to use when there is no response

Here are eight sample templates that you can use when the prospect has not responded to your email.

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2. Following up Asking for a Referral

When to use: When you don’t think you have reached out to the right decision-maker.

Not every prospect on the list that you reach out to will be a decision-maker. And that could be a reason why your emails are not getting a response.

You may have reached out to a company that may have a need for your solution but it is only that you are speaking to the wrong person. All you have to do is try to find the right decision maker, who can understand how your product/service can help them.

And you do this by following up with the prospect and request them to connect you with the right person.

How should your sales follow up email be when asking for a referral?

In your follow up, give a recount of your previous email and reiterate how your product will improve their business.

End your email by requesting the prospect to help you connect with the decision-maker.

Sales Follow up Email Templates to use when Asking for a Referral

Here are three templates that you can use when trying to identify the right decision-maker in a company:

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3. Following up After a Trigger (link click, etc)

When to use: When the prospect has engaged with your email but has not responded.

These are prospects who have shown an interest in your product by engaging with your email (clicking a link, watching a video, downloading an attachment, etc.) but have not responded yet.

There is a high chance of striking a conversion with these prospects by sending a timely sales follow-up email.

What should your sales follow up email to a prospect who has engaged with your email but not responded look like?

The goal of your email should be to turn their interest into serious consideration for your product.

With the prospect showing an interest in your previous mail, your follow-up should seize the opportunity and help you take the prospects closer to signing up or setting up a demo.

Your follow-up emails can ask if they are looking for any more information or share success stories of your customers, helping you build the trust with the prospect.

Follow up Email Templates to use based on a Trigger

Here are three templates that you can use when the prospect has engaged with your email but not responded:

Template #12

Template #13

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4. After a Networking Event

When to use: When you have recently met someone at a networking event

Networking events and sales conferences are great places to make new friends and meet old friends. At the same time, it is also a great place to find people who are interested in your product/service.

While they were keen to learn about your product then, there is a high possibility that they might simply forget about your product once they return to work and get caught up with their own business.

You need to ensure that such prospects do not slip through and send a sales follow up email, while their memory is still fresh about the event.

How should you approach your Sales Follow up when you are reaching out a prospect you recently met?

When following up, your email will depend on the level of interest that these prospects showed in your product.

If the prospect had expressed a serious interest in your product, use your follow up to refresh their memory about your meeting that will help give them a context before asking them for a meeting or getting them to sign up for a free trial.

Otherwise, your email should focus on taking the relationship forward.

If they were particularly keen on something; like tackling an issue they are facing or growing their customers etc. use the follow-up email as an opportunity to send them a valuable resource or a case study that they’ll appreciate.

Your follow-up should foster a relationship, making them more likely to accept your request in the future.

Sales Follow up Email Templates to use after a Networking Event

Here are five templates that you can use to reach out to a prospect you met at an event:

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Template #19

5. After Leaving a Voicemail

When to use: When the prospect hasn’t responded to your call and you’ve left a voicemail.

If you couldn’t reach the prospect on the phone and have left them a voicemail, a follow-up email is a perfect complement to that, to increase the chances of your prospect noticing your message.

Here, you need to be quick, following up right after you sent a voicemail.

What should your sales follow-up email talk about when reaching out to a prospect after leaving a voicemail?

Being a reminder to your voicemail, keep your follow-up email short and succinct, reiterating the value proposition that nudges the prospects to call you back or reply to your email.

Sales Follow-up Email Templates to use after Leaving a Voicemail

Here are four templates that you can use when following up after leaving a voicemail:

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Template #23

6. Following up After a Demo

When to use: After you’ve given a product demo to the prospect.

These are prospects who may have a serious interest in your product and were curious enough to invest their time to learn more about how you can help them.

You might wonder, why you need to follow up with them?

The reason is, while everything is going on track, even at this stage there is a possibility that the prospect might forget about your product.

Besides, even if the prospect is interested, they might not share the same urgency as you and a follow up email prods them to sign up for your product.

How Should You Approach Your Sales Follow Up Email After a Demo?

In your follow up message, give a brief account of the key takeaways from your demo as well as clearly outlining the next course of action.

Also, if the prospect hinted at any reservations or doubts during your demo, use your follow up as an opportunity to address their concerns and walking them through the process.

Remember, your email shouldn’t sound too pushy but be a gentle reminder to keep the conversation moving.

Sales Follow up Email Templates To Use After Demo

Here are eight templates that you can use to reach out to a prospect after a demo:

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7. When the Prospects ask to Circle Back Later

When to use: When you are reconnecting with the prospect after they asked you to reach out sometime in the future.

These are prospects who may be interested in your solution but it may not be a top priority at that time or what you offer may lack something they are looking for.

All you need to do is, mark your calendar and send a sales follow-up email to them at the right time.

Sometimes, you can approach them a little earlier. There is no harm in trying this, especially when you have something really exciting to share.

How Should Your Sales Follow-Up Email Look When Reconnecting With a Prospect Who Has Asked You to Circle Back Later?

In your follow up email, highlight the last conversation you had, refreshing their memory and helping them understand the context of your email.

If the prospect asked you to reach out later for a specific reason; for instance, if the prospect was looking for a particular feature that you didn’t have at that time but you do now, then focus your message on that.

For prospects who felt that your product was a good fit but the timing was not right, your follow up message should give the prospects an overview of what has changed since the last time you spoke and why now would be the right time to sign up for your product.

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Sales Follow up Email Templates to use when Reconnecting with the Prospect

Here are five templates that you can use when reconnecting with a prospect:

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8. When the Prospect Goes Radio Silent

When to use: When the prospect has gone cold after showing some interest.

These are prospects who showed an interest in your product, engaged with your emails but suddenly went cold.

It could be because solving the pain point may no longer be a priority for them; Or they may have decided to go with another product;

Having shown an interest in your product, you cannot give up on these prospects and you keep sending follow-ups to get a response

What Should Your Sales Follow Up Email to a Prospect Who Has Gone Radio Silent Look Like?

When following up, you need to learn why the prospect suddenly went cold; Since you have no idea, you simply have to take different approaches until you get a response:

  • Try sending a valuable resource that helps with a pain point they are facing
  • Or use social proof to convince the prospects
  • To follow it up, send an email that is funny, which might get them to respond.
  • The goal is to keep reaching out until you get a definitive answer; be it yes or no.

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Sales Follow up Email Templates to Use When Prospect Goes Silent

Here are four templates that you can use when the prospect has gone cold:

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Template #40

9. Breaking Up

When to use: As the last follow-up email when the prospect has not responded to any of your previous emails.

There will be some prospects who wouldn’t have responded to any of your emails.

But before giving up on them, as one last effort, you try to get them to respond by sending a breakup email.

The idea behind breakup emails is to tell the prospect that you are “giving up” on them. While it is true to an extent, you are also counting on the principle of the Scarcity Effect here. By taking away the opportunity to purchase your product, once and for all, you are tempting the prospects to respond to your email.

What Should Your Sales Follow-Up Email Talk About When You Are Sending a Breakup Message?

The breakup email should never express any displeasure because the prospect didn’t respond to your email.

Highlight to them that you care about their organization’s success even if they’re not buying.

Your email should thank them for their time and leave room for a future conversation.

Sales Follow up Email Templates to Use When Sending a Breakup Mail

Here are four sample breakup emails that you can use.

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10. Following Up After Prospect Visits Website

When to use: If a prospect has visited your website and you see they’re still on the fence, this can be a good way to follow up with them. 

A follow-up email to a lead who has visited your website is one of the most challenging emails to write. It can sound really creepy to the prospects if done improperly. 

What should your sales follow up email to a prospect who visited your website look like?

Ensure that your email has the following elements –

  • Talk about the specific product or the website they visited to quickly refresh their memory. People open hundreds of websites every day and it is really hard for them to keep a tab of what they viewed.
  • These are really cold leads. To warm them up, request a low commitment call of 15 minutes or less. Tell them it will give them a chance to learn more about the product and see if it can solve the pain point whose solution they are searching for.
  • Try enticing these prospects with some discounts, gifts, or offers.

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Automating Follow-Ups With Cadence Playbooks 

Automating your follow-up emails is always a double-edged sword. On one hand, it is a potent tool to streamline your follow-up emails. On the other hand, you lose the ability to ‘personalize’ which is an important characteristic of a great follow-up email. 

This is where Klenty’s Cadence Playbooks come in handy. Let us understand this feature with an example.

Imagine you have two prospects  – Prospect A and Prospect B. 

  • Prospect A has opened your email multiple times and clicked on the links inside the mail. 
  • Prospect B, on the other hand, hasn’t opened your email yet. 

Now, automating your follow-ups entirely means sending similar messages to both these prospects at the same time. It doesn’t make any sense as both these prospects are at different stages of the buying cycle.

Prospect A obviously has a higher buying intent than prospect B. Your message to prospect A should be more on the lines of pushing him to take that one last step to purchase your product. The message should be as personalized as possible here.

Here is a sample follow up email that will work for prospect A – 

Subject: You’re just one step away…

Hi {prospect name}, 

Here is an honest confession – We have found that you have read our previous email and have even visited our {webpage}- the wonders of email analytics!

I did a little homework and found some interesting details about {prospect company name} and realized that {product name} is the perfect fit for an organization of your size and dealing with {services}.

To make it easier, I have attached a presentation of my findings and why I think you should pick {product name} over others.

I look forward to hearing back from you.

Prospect B, on the other hand, is still at a very early stage of the buying cycle. You do not have to spend a lot of time personalizing their emails as they are not an opportunity yet.

Here is a sample follow up email that will work for prospect B – 

Subject: Still hoping to connect with you


Though I haven’t received a response from you yet, I am pretty sure that our association could turn into a huge synergy. 

Want to know how? Hit us with a reply and I can schedule a demo of {product name} and how it can do wonders to your organization.

As you can see, you need to select two different types of emails for two different types of prospects. Klenty automates this entire selection process with the help of Playbooks. 

Playbook automatically detects intent in your prospects and establishes the right next steps for them. It even prioritizes prospects based on intent. In the above example, Cadence Playbook will prioritize personalized follow-ups for prospect A over prospect B.

Screenshot of pictorial description of how Playbooks cadences work.

Klenty’s Playbook also eliminates any need for blind follow-ups or similar cadence for every prospect after automation. You gain 360 degrees visibility into where your buyers are in the buying journey. With this knowledge, you can move your prospects from one cadence to another based on how close they are to purchasing your solutions.

In a Nutshell

Writing a follow-up email that triggers a response from a lead can be one of the most daunting tasks for your team. On one hand, you’re trying to elicit a response, on the other, you don’t want to turn off your lead by being perceived as pushy and annoying. 

The templates given in this post are a good place to start and strike a perfect balance between these two situations. 

Support these templates with Klenty’s Cadence Playbooks to automate and send well-timed sales emails with the right messages to your prospects. Together they can be the difference between losing a prospect and converting them into customers.


  1. Amazing article. Your blog helped me to improve myself in many ways thanks for sharing this kind of wonderful informative blog live. I have bookmarked more articles from this website. Such a nice blog you are providing.

    • dhaksan@klenty.com Reply

      Thank you for the kind words, Drayan. Glad you liked it!

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