Quick, what’s the most convenient way to communicate in the business world?
The phone is an effective way to speak with a client or prospect, but that’s assuming they answer. And even then, the conversation can derail quickly if the discussion strays from your script.
Email, on the other hand, provides an easy way to get your point across, in the format and manner in which you feel most appropriate. In fact, 86 percent of professionals say email is their preferred method of communication.
But, there’s a hitch.
Your message is literally one of the hundreds of emails that the average businessman receives every day. So even if your client or prospect opens your email, they are most likely skimming and not giving it their full attention.
That’s not to say you shouldn’t be sending emails. Follow up sales emails remain a necessity to maintain your relationship with your clients and potential clients. If you do it correctly, you can create great follow up emails to help increase your sales.
What Makes a Great Sales Follow Up Email
While your marketing department probably tends to send out beautifully designed emails with flashy graphics and call to action buttons, your follow up sales email doesn’t need all the bells and whistles to be great.
You just need to focus on a few key areas:
- Personal Message – Your follow up sales emails need to be personal. Focus on your client’s specific needs and challenges.
- Helpful Content – Give your client a reason to read your email, other than to just say hello. Offer information about a service that your business provides that can address their needs.
- Get to the Point – No one wants to read a novel. Clearly and quickly explain why you’re emailing and what you are offering. If this email is coming after a meeting, provide a recap and action items so there are no miscommunications.
- Subject Line – Give your client a reason to read your email. You might have the best message, but if you don’t have a great email subject line, your email might go right to the trash.
Of course, all emails will be unique and should be used at different times in the sales cycle. But if you focus on these four key areas, you can craft winning messages.
6 Great Follow Up Sales Emails
There are endless situations in which you’ll need a great follow up sales email. Anything from your first contact with a prospect to the end of a major contract, and everything in between.
Here are examples of follow up emails to clients for some of the most common situations.
1. Follow Up Sales Email After Leaving a Voicemail or Speaking on the Phone
Most of the time when you first call a prospective client, you’ll get a voicemail. Your chances of getting a call back are pretty slim, so you’ll need to send a follow up email.
That email should briefly introduce you, explain why you’re calling, and clearly map out next steps.
Subject Line: I must have just missed you
My name is [Your name] from [Your company]. I just left you a voicemail regarding [briefly explain the reason you called].
I’d love to chat with you more about how [Your service] can improve [What it can improve]. I will try to call you back on [Day].
If this time is inconvenient for you, please email or call me back and we can schedule another time to speak.
I look forward to talking with you soon.
You can use the same style of email after speaking with that person on the phone. Just briefly recap your conversation and what will happen next.
2. Follow Up Sales Email After Client Opens an Email and Doesn’t Respond
In most cases, when you send emails to clients and they’ll never respond. There’s a chance they never opened the message, or maybe they did open it but took no action – there are ways you can track email opens.
There’s a chance your clients wanted to reply to your messages, but the emails got buried in their inboxes and they forget. There’s a simple sales follow up email trick that can work to entice a response.
Simply find the original email in your sent folder, and reply all to it so you are copying your original message in your new email. This prevents your client from having to dig through their inbox to find it.
Subject: Let’s try this again
I sent you an email a few days ago about [Email topic] and noticed you haven’t had a chance to respond. You may be busy and forgot about it – that’s understandable.
For your convenience, I’ve included the original message below.
3. Follow Up Sales Email After an Event
Local events like conferences and networking sessions are a great way to meet new prospects.
However, in most cases, you only had a few minutes to speak with these prospects before exchanging contact information and going on your way. Make sure your follow up email includes information about something you spoke about to help them remember you. They are more likely to respond if they don’t view you as a stranger.
Subject Line: Great meeting you at [Event]!
I enjoyed speaking with you at [Event] last week. I noticed on your LinkedIn profile that you [What they do]. My company actually helps people like you with [Services]. If you have a few minutes, I’d love to meet up for coffee and chat.
I’ve available [Date/Time], does this work for you?
4. Follow Up Sales Email After Closing a Deal
The conversation doesn’t end after your client signs on the dotted line.
You want that client to be a repeat customer and refer their colleagues, so it’s important to maintain the relationship that you’ve built during the sales process.
This email should include a thank you and invitation for them to contact you with any questions or issues.
Subject Line: Welcome to the [Company] family!
I wanted to send a quick note to thank you for [recent order/partnership]. I know you’ll be thrilled with the service and quality [Your company] will provide to help you address your business needs. If you have any questions or concerns, please do not hesitate to contact me at any time.
I look forward to our professional relationship.
5. Follow Up Sales Email After a Client’s Contract Ends
In a perfect world, every client would be a repeat customer.
Unfortunately, the world isn’t perfect and some of your customers won’t buy again.
Even though your professional relationship is ending, you still need to send a follow up sales email to thank them for being a loyal customer and offering your services again in the future. Plus, you never know if they might come back one day.
Subject line: Thank you for being a loyal customer
I’m sorry to see our partnership come to an end. Thank you for being such a loyal customer over the past [Length of contract]. Please keep me in mind if you need additional [Type of service] in the future.
6. Follow Up Sales Email After Client Stops Responding
At some point, it becomes apparent that your client has lost interest and won’t be buying from you. Before you cut your losses, try one more follow up email to see if they’ll re-engage. At the very least, you might receive confirmation that they aren’t interested.
Your previous templates obviously haven’t been working, so this is your opportunity to show a little creativity, humor, and personality in your message.
Subject line: Is this thing on?
I’ve tried to get in touch with you over the past few months, and it appears I’ve been unsuccessful.
I understand the timing might not be right, you’re just plain not interested, or you’ve cut the cord and are now living a new life off the grid. It’s ok, I won’t take it personally.
I’ll stop emailing you, but please keep me in mind should you ever need [Type of service].
I hope this isn’t goodbye.
Creating Great Follow Up Emails to Increase Sales
Obviously, our sales follow up email templates are just suggestions.
You understand your clients and their needs, and you know what has worked in the past.
If you have a system that’s worked for you in the past, keep using it. But, if you’re looking for a new way to increase your numbers, consider trying some new follow up sales emails.
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