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.
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.
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.
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.
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.
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.
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.
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.
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.”
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.
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