What Should Sales Follow-Up Email Templates Include?


5 min read

What Should Sales Follow-Up Email Templates Include?

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What Should Sales Follow-Up Email Templates Include?

Crafting the perfect sales follow-up email can be a challenge, so we asked ten marketing and sales professionals for their top suggestions. From including a funny GIF to providing social proof, these experts share their insights on what to include in a sales follow-up email template to make it more effective and engaging.

  • Include a Funny GIF
  • Add a Thank-You Note
  • Summarize the Conversation and Steps
  • Personalize and Address Pain Points
  • Use a Poll for Engagement
  • Value the Recipient’s Time
  • Include a Strong CTA
  • Offer a Sample or Demo
  • Link to Relevant Content
  • Provide Social Proof

Include a Funny GIF

A great way to stand out in a recipient’s inbox is to include a funny GIF in your sales follow-up email template. Everyone loves to open an intriguing email, and including an entertaining GIF is a great way to pique their interest while maintaining the professional aspect of the message. A cleverly chosen GIF can preserve the lightheartedness of the conversation, which not only builds rapport but can also lead to better results in sales conversations.

Natalia BrzezinskaNatalia Brzezinska
Marketing and Outreach Manager, ePassportPhoto

Add a Thank-You Note

When sending a sales follow-up email to a prospect or client that has already bought from you, it is important to appreciate them for the initial contact. You can do this simply by adding a thank-you note in the email, saying you are grateful for their time and/or business and would love to follow up on a previous conversation or know their experience with a product or service. This inclusion is non-intrusive and helps further strengthen the relationship you have.

Liam LiuLiam Liu
Co-founder and CMO, ParcelPanel

Summarize the Conversation and Steps

Following up on a sales email requires the same urgency as sending it cold. The first few seconds are crucial to keeping the recipient’s attention. A quick synopsis of your previous conversation to trigger their memory of what was discussed and including the next steps in the email increases the chances of the relationship.

Tristan HarrisTristan Harris
Demand Generation Senior Marketing Manager, Thrive Agency

Personalize and Address Pain Points

Personalization is key in a sales follow-up email. Address the recipient by name, mention a pain point, and offer a solution. Keep it brief with a clear call to action. Experian’s data shows personalized emails have a 29% higher open rate and a 41% higher click-through rate.

Follow up after a few days to show continued interest and build rapport with the prospect. It’s important to include a value proposition in the email to differentiate yourself from competitors.

Himanshu SharmaHimanshu Sharma
CEO and Founder, Academy of Digital Marketing

Use a Poll for Engagement

You’re going to be looking to make things as easy as possible for your prospective client, so having them make one click to show interest or take the desired action should be your number one priority. I personally would recommend adding something like a brief poll about their interests in this field, including an option that they’re not interested in on this topic at all. Having that option is effective in generating engagement and opens avenues for other topics or to at least bow out gracefully from that customer.

Dragos BadeaDragos Badea
CEO, Yarooms

Value Recipient’s Time

One thing to include in a follow-up email is consideration of the recipient’s time. This limited resource is precious; wasting it on stale content can lead to bad things. Therefore, one practical approach to showing appreciation for their time is to start the email with gratitude for their attention and consideration.

For example, you could say, “We are extremely grateful for the time you’ve taken to consider our proposal,” or “Thank you for granting us a few moments to discuss this opportunity with you.” These expressions of appreciation set a positive tone and show that you value their busy schedule.

In addition, it’s crucial to keep the email concise and straightforward. Save their time with lengthy and unnecessary information. Instead, focus on the most significant issues and highlight how your product or service can benefit them. By doing so, you show you recognize their needs and interests while also valuing their time.

Pete EveringPete Evering
Business Development Manager, Utopia Management

Includes a Strong CTA

It’s vital to send a strong follow-up email. Your message should show to your potential client how much you value their time while outlining how you might help them in the future.

One thing that should always be included in a sales follow-up email is a clear and concise call-to-action (CTA).

A CTA directs the recipient on the next step you want them to take, such as scheduling a call, making a purchase, or providing feedback.

Ensure your CTA is specific, easy to understand, and stands out in the email so the recipient knows exactly what you want them to do and how to proceed.

Madhurima HalderMadhurima Halder
Content Manager, Recruit CRM

Offer a Sample or Demo

A great way to kick off communication in a sales follow-up email is to offer a sample or demo that enables the prospect to gain some added perspective about your product or service. It’s something that piques their imagination, rouses their expectations, and ensures that they respond to your email, even if it is only to find out what you offer that you’re so excited to share.

This email also tells the prospect how you’re willing to go the extra mile and let them in on the nitty-gritty details of your offering and even allow them to put your claims under the scanner. A move that displays effort and confidence will spur your prospect into action.

Tony AngeleriTony Angeleri
Vice President, Lone Wolf Paintball

Link to Relevant Content

When you write a follow-up, remember to give the person you are writing to a peaceful transition to your website content touching on the person’s problems. It is very important that your sales processes use a material that can be helpful to the customer. By linking such material in a follow-up, you can make the person take the next step in interacting with your company. Below is an example:

“I am sending below a link to an article that I think you may find interesting. It is worth pointing out (write what) within it.”

Michał PożogaMichał Pożoga
VP of Marketing, ConQuest Consulting

Provide Social Proof

Providing knowledge, facts, social proof, or any other type of pertinent content is always a smart strategy to use in sales. You want to project a sense of trust and value from the outset, not just that of a salesperson looking to clinch a deal. So add reviews and ratings of your product or services in your email that will strengthen your project.

Alex ConstantinouAlex Constantinou
Managing Director, The Fitness Circle

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