So you need to send a follow-up email to a prospect and you’re running out of ideas on how to approach your prospect (again) and engage him (again). But following up is important, whether it’s via email or phone call. So no matter how difficult, you need to send that follow-up email.
The thing to remember when sending follow-up emails is to make them worth your prospect’s time. You have to write and send a quality email. You also have to always personalize the email. It has to be specific to—and relevant to—your prospect. Remember: Personalized emails make for better lead nurturing. You also have to say and/or offer something new in each email. Don’t just keep repeating yourself, email after email.
If you’re at a loss on what to email your client, follow these templates as a guide to engage a customer, and get the response you want.
8 Follow-Up Email Templates that Work
1. The Good News
Use the “good news” spiel when you have something new and valuable to offer based on previous conversations with a prospect. Say, for example, that a prospect mentioned needing Value A in their workplace. If you happen to have something to share that’s relevant to Value A, then that’s definitely good news.
Hi [name],
Thanks again for taking my call on/last [day].
I have good news! I can confirm that we can [good news for prospect]. I understand that this will help you [prospect's objective/goal].
Let me know how you’d like to proceed. I’m available to drop by your office on [day and time].
[Signature]
2. The Promise
If you have been in talks with a prospect, and he/she has requested for something, you make sure to deliver on that request. Sometimes you don’t even have to wait for the prospect to make a request—you can volunteer. For example, you are discussing how your product can help improve the prospect’s inventory turnover. If you have specific case studies for this, offer to send these case studies for the prospect’s review.
Hi [name],
Thanks again for taking my call on/last [day].
As promised, here is the [item promised].
I’ll be happy to walk you through the material, and answer any questions you may have. How’s [day and time] or [day and time] for a quick chat?
[Signature]
3. The New Value
If your product has updates that can influence the prospect’s decision, make sure to inform him/her. Not only does it give you a reason to contact a prospect, it also adds value to your proposition.
Hi [name],
Thanks again for taking my call on/last [day].
Thought I’d share the fantastic news: we recently launched a new feature that [function]. This helps [benefit/value specific to the prospect].
I’ll be happy to discuss this further with you, and answer any questions you may have. How about I drop by your office on [day and time]?
[Signature]
4. The Solution
In your qualifying or discovery call, you’ve unearthed the prospect’s concerns, challenges, or pain points. Send a follow-up email that offers additional information that highlights a solution to the prospect’s problem, or solves his/her need.
Hi [name],
Thanks again for taking my call on/last [day].
You mentioned that [prospect's problem]. I wanted to share additional information on our [product name], which helps [solution to prospect’s problem]. Clients who have accessed this feature reported [stats and data].
I think this is exactly what you need, too. I’ll be happy to discuss this further with you, and answer any questions you may have. How’s [day and time] or [day and time] for a quick chat?
[Signature]
5. The Trigger
If you follow your buyer’s journey (which you should), you will be aware of any activity that relates to your brand that he/she participates in. You can track activities using cookies and send an email following an engagement (e.g. a prospect checking your pricing).
Hi [name],
I noticed that [activity]. I’d be happy to answer any question you may have on the matter. I’ve also attached additional information for your review.
Are you free [day and time] or [day and time] for a quick chat?
[Signature]
6. The Pleasant Surprise
Everybody loves a freebie, especially when they least expect it. It’s always a pleasant surprise! So how about you throw in a quick gift along with your follow-up? It can be a discount coupon or voucher, a free limited-time trial, or a product sample.
Hi [name],
I know that you’re really busy and I appreciate that you took the time to take my call last [day].
As a thank you, here is a simple token for you and the team: [gift]. [Explain how gift will be given or can be accessed.]
I can walk you through the use of [gift]. I was also wondering if you are free on [day and time] or [day and time] for a quick chat?
[Signature]
7. The New Content
Content is such a powerful lead nurturing tool these days. Your marketing or sales enablement team is working hard producing different kinds of content, so why not use them as an excuse to engage a client further? Anytime there’s a new piece of material that may be relevant to the prospect, share away.
Hi [name],
Thanks again for taking my call on/last [day].
I thought you’d be interested in this material we recently published: [content title]. I know that you’re targeting to [prospect goal]. I feel that this content is extremely valuable to your business at this time.
Let me know what you think about it. I was also hoping to call you sometime this week. Maybe we can discuss then? How’s [day and time] or [day and time] for a quick chat?
[Signature]
8. The Bold Ask
Sometimes a string of emails has been sent and the prospect is just not responding. It may be time to ask the tough question to see if you should “break up” with the prospect and move on. It’s not a bad thing. Some prospects are really just not ready to make a purchase, and you can’t be wasting your time on them.
Besides, if they reply “not interested” and give you permission to remove them from your working-on list, you may still re-engage them another time. They might be ready then.
Hi [name],
I would really like to connect with you and collaborate on exciting project(s).
However, I do understand that you may be preoccupied with other important matters at this point. I don’t want to take up any more of your time, and I would appreciate if you could reply back to this email. If you aren’t interested, do I have permission to close your file? If you are still interested, may I ask for 15 minutes of your time on [day and time] for a quick chat?
[Signature]
Use these templates at your discretion, and edit as you see fit. Remember: there is no one template that can work for every business and situation. Good luck!
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