15 follow-up sales email examples - Muchbetter AI

Follow-up sales emails are strategic messages sent by sales teams with the aim of re-engaging a prospect or customer. They are sent after a first contact, a proposal sent, or a previous exchange that remained unanswered.
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The main objective of these emails is to revive interest, get a reply, and restart the buying journey or customer relationship. Whether it’s after a cold call, a cold email or a prospecting session, these messages play a key role in the conversion process. When cold emails are well structured and relevant, they can generate an initial interest that then needs a follow-up to lead to a conversion.

The best times to send a follow-up sales email are on Tuesday or Thursday morning, around 10 a.m., or early afternoon, around 2 p.m. These slots maximise open and response rates because recipients frequently check their emails at those times.

Why follow-up sales emails are essential

Follow-up sales emails play a crucial role in the sales cycle, both in B2B and B2C. In reality, it’s rare that prospects or customers take action immediately after a first contact.

Following up allows you to stay visible in the recipient’s mind, restart the conversation and support the prospect or customer throughout their buying journey. It is particularly useful after a call, a proposal or a demo. By reminding them of the initial interest, you inject new energy into the relationship.
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To do this, an AI coaching platform can help your sales teams structure their follow-ups in an optimal way.

The role of follow-ups in the B2B / B2C sales cycle

In B2B, where decisions are often long and involve several stakeholders, follow-ups help maintain contact, provide additional information and respond to objections. They strengthen the customer relationship and support the sales team in their efforts.

In B2C, follow-ups are a powerful lever for converting hesitant prospects, recovering abandoned carts or building customer loyalty after a purchase.

In both cases, follow-ups are an essential marketing tool to maximise your chances of conversion.

What you lose without a structured follow-up (opportunities, revenue, nurturing)

Not following up means losing valuable opportunities. A prospect who does not respond to the first outreach is not necessarily uninterested. They may simply have forgotten, be busy, or be waiting for a triggering element.

Without a structured follow-up, a company risks missing out on sales, seeing its revenue stagnate, and neglecting the nurturing of its leads. Sales teams then waste time and energy chasing new contacts, whereas a well-thought-out follow-up could revive discussions already underway.

Misconceptions about follow-ups (fear of being annoying, “if they’re interested, they’ll come back…”)

Many salespeople hesitate to follow up because they’re afraid of being annoying or because they think “if they’re interested, they’ll come back.” Yet a well-worded follow-up adapted to the context is not intrusive. It shows the company’s interest in the client and its commitment to providing a relevant solution.

Following up is not harassing – it’s supporting and bringing value. Thoughtful follow-ups are often well received, because they address a need or expectation on the client’s side.

When and to whom should you send a follow-up email?

The main follow-up scenarios (quote, proposal, demo, abandoned cart…)

A follow-up sales email is essential in several key situations: after sending a quote or a sales proposal with no reply, after a product or service demo, or to remind someone of an abandoned cart on your site.

You can also follow up with a prospect who asked to “get back to you later”, or as an important deadline approaches, such as the end of a free trial or the expiry date of a promotional offer.

These strategic moments enable you to follow up effectively, based on the context and the specific needs of the client or prospect.

Ideal timing for follow-ups: D+1, D+3, D+7, D+30…

(The French “J+1” etc. = D+1 in English: 1 day after, 3 days after, etc.)

The timing of your follow-ups is a key factor. A first follow-up is often ideal between 3 and 5 days after the first contact. This allows you not to appear too pushy while remaining present.

For “warm” prospects, a follow-up on D+1 can be relevant, especially after a major interaction such as a demo or a call. Subsequent follow-ups can be spread out to D+3, D+7, or even D+30, depending on the product, urgency and buying journey.

Think about planning structured follow-up sequences over several weeks, while adjusting the pace. Limit your follow-ups to 3 to 5 attempts to avoid being perceived as harassing.

Prioritising your follow-ups: cold, warm and hot leads

To maximise your sales efforts, it is essential to prioritise your follow-ups based on lead temperature. “Hot” leads, who have expressed clear interest or requested quick follow-up, should be contacted first, within a short timeframe.

“Warm” leads require a more measured approach, with spaced-out and personalised follow-ups. As for “cold” leads, they can be followed with automated campaigns or by sharing relevant content on social networks.

By adapting your follow-up strategy to each segment, you will increase your open rates, response rates and optimise your conversions, while making smarter use of your sales team’s time.

How to structure a good follow-up sales email

The subject line: grabbing attention without being aggressive

The subject line of your follow-up email should be specific, clear and engaging enough to make your prospect or client want to open your message without feeling pressured. Avoid overly generic or aggressive terms such as “Follow-up” or “Urgent”, which may be perceived as intrusive.

Favour personalised subjects that recall the context, for example :

• “Following up on our conversation about your [topic] project”
• “Proposal sent last week”

These wordings increase open rates and spark interest.

The opening line: showing you understand the prospect’s context

Your opening line should show that you’ve really understood the prospect’s specific situation. Start with a personalised greeting using their first name and a clear reference to your last contact or their company.

This approach shows that your email is not just an automated send, but a thoughtful follow-up. It fosters a good client relationship and a better reception of your message.

The core message: remind them of the value, not just “checking in”

Rather than just writing “I wanted to check in”, focus on the added value of your product or service. In a few sentences, remind them of the key advantages or specific benefits related to their context, such as a solution to a problem mentioned during a call or a demo.

This tactic reinforces the prospect’s interest and fully justifies your follow-up.

The call to action: proposing a concrete next step (call, short reply, time slot…)

Every follow-up email should contain a clear and precise call to action. Instead of asking for a vague reply, suggest a simple and concrete action, such as:

• a time slot for a phone call,
• an appointment via video,
• or a short reply by email.

A well-worded call to action makes decision-making easier and increases your chances of getting a quick and engaged response.

Proof points: figures, case studies, testimonials

To reassure and convince, include proof points in your email. Mention striking figures such as success rates or savings achieved. Also add relevant case studies or concrete testimonials to strengthen the credibility of your offer and demonstrate its tangible benefits.

These proof points build trust and encourage the prospect to move forward.

5 follow-up email examples ready to adapt

Follow-up after sending a quote (no response)

Subject: Follow-up on your request – quote sent on [date]

Hello [First name],

I’m getting back to you regarding the quote I sent you on [date]. Have you had a chance to review it?

If you have any questions or need more information, I’m available to discuss and support you in your decision-making process.

Thank you in advance for your reply.

Best regards,
[Your name]
[Your position]
[Phone number]
[Email signature]

Follow-up after a demo or sales meeting

Subject: Following our demo on [date]

Hello [First name],

Thank you again for your time during our call on [date]. I hope the demo of our product/service gave you useful and relevant insights.

I remain available to answer any questions or to schedule a next meeting if you’d like to explore things further.

Best,
[Your name]
[Your position]
[Phone number]
[Email signature]

Friendly” follow-up after a long period of silence

Subject: A quick note to reconnect

Hello [First name],

I hope everything is going well on your side. I’m reaching out because I haven’t heard back from you since our last exchange on [date].

If this topic is no longer relevant for you, feel free to let me know; otherwise, I’d be happy to resume the discussion whenever it suits you.

Kind regards,
[Your name]
[Your position]
[Phone number]
[Email signature]

Follow-up after a “this is not the right time"

Subject: Is now a good time to pick up our conversation?

Hello [First name],

I’m following up on our conversation on [date], when you mentioned it wasn’t the right time to move forward. I wanted to know whether the situation has evolved or if you’d be open to picking up the conversation about [product/service].

I’m available for any information or to discuss your needs.

Best regards,
[Your name]
[Your position]
[Phone number]
[Email signature]

Follow-up to reactivate former / inactive customers

Subject: We’ve got something new for you!

Hello [First name],

We hope everything is going well on your side. You’ve been a valued client for us, and we’d like to share some great news with you! We’ve recently launched new features and offers that could be very interesting for you.

Would you be available for a quick chat to discover them?

Speak soon,
[Your name]
[Your position]
[Phone number]
[Email signature]

Mistakes to avoid in your follow-up emails

Following up too quickly or too often

Sending follow-up emails too frequently or immediately after the first contact can damage your image and annoy your prospects or clients. It’s important to respect appropriate timing, giving your contact enough time to review your offer.

Sending repeated follow-ups without changing the content or the channel (email, phone, social media) can be seen as harassment and harm the client relationship.

Using guilt-inducing or pushy wording

An overly aggressive approach or messages that guilt-trip the recipient, such as “You haven’t replied to my email” or “This is your last chance”, are counter-productive. They can cause the prospect to shut down, stay silent or even unsubscribe.

It’s better to use a respectful, empathetic and professional tone that shows you understand them and are here to help rather than pressure them.

Sending generic, non-personalised emails

An impersonal follow-up email with no reference to the prospect’s specific context is likely to be ignored. Recipients appreciate tailored messages that show you have taken the time to understand their needs, industry or situation.

Personalisation strengthens the impact of your follow-up, improves open rates and encourages replies. Also avoid overly standard phrases that sound like a pure automated send.

Not proposing a clear next step

A follow-up email without a clear, precise call to action leaves the recipient unsure of what to do next and reduces your chances of a response. It is essential to suggest a concrete action, whether it’s a call, a meeting, a reply by email or the approval of a quote.

A well-formulated CTA guides the prospect and makes it easier to move them along the buying journey.

Industrialising your follow-ups: templates, sequences and tools

Creating a library of follow-up email templates

To gain efficiency and consistency, it’s essential to build a library of follow-up sales email templates. These templates should cover the main situations your salespeople face, from first contact to follow-up after a proposal or demo.

A well-designed template bank makes it possible to standardise communication while allowing for quick personalisation. It saves you from writing every email from scratch and supports high open and response rates, since each template is adjusted to the specific needs of the prospect or client.

Setting up automated sequences (CRM, marketing automation)

Automating your sales follow-ups through sequences programmed in your CRM or marketing automation tool lets you send the right emails at the right time. These sequences can include email follow-ups, phone calls or social media messages to maximise impact.

Automation frees up time for your sales teams, ensures thorough prospect follow-up and prevents opportunities from slipping through the cracks. It also supports a smooth and persuasive buying journey.

Tracking KPIs: open rates, replies, meetings booked, sales

To refine your follow-up strategy, it’s important to track key performance indicators. Open rate tells you how effective your subject lines and send times are.

Response rate measures engagement and message relevance. Finally, tracking meetings booked and sales closed gives you a clear view of the real commercial impact.

Analysing these KPIs will help you adjust your templates, calls to action and timing so you can maximise results.

Conclusion: making follow-ups a sales reflex

Establishing a weekly follow-up routine

To maximise the effectiveness of your follow-up sales emails, it is essential to set up a weekly routine. This discipline prevents your sales teams from neglecting prospect and customer follow-up.

By systematically planning personalised follow-ups at the right times, you ensure consistent follow-through. A structured calendar gives you better control over the buying journey and prevents valuable opportunities from being lost.

Training teams in “value-oriented” follow-ups

Beyond simple repetition, it’s crucial to train your teams in value-driven follow-ups. Every email should contain a clear, precise message that shows you understand the prospect’s needs.

By highlighting the concrete benefits of your offer, you turn follow-ups into a useful dialogue. You can, for instance, offer AI-based training to help them master modern, powerful tools. This “value-oriented” approach strengthens the client relationship and encourages positive responses.

Testing, measuring and continuously improving your follow-up emails

Sales follow-up should remain flexible and evolving. It is essential to regularly measure KPIs such as open rate, response rate, meetings obtained and sales generated. These indicators allow you to fine-tune your subject lines, calls to action and messages to continuously improve performance.

Testing several versions through A/B tests and evolving your templates will make your strategy increasingly relevant and effective.

Conclusion

Sales follow-up is a key lever for turning prospects into customers and increasing your revenue. By structuring this practice with personalised emails, sent at the right time and focused on added value, you maximise your chances of success.

Adopt a weekly follow-up routine and train your teams in this strategic approach. Also make sure to measure your results so you can continuously refine your messages and calls to action.
Take the initiative today: mastering the art of follow-up emails means turning every interaction into a real business opportunity.

FAQ

What are the best times to send a follow-up sales email to maximise response rates?

The best times to send a follow-up sales email are on Tuesday or Thursday morning, around 10 a.m., or early afternoon, around 2 p.m. These slots maximise open and response rates because recipients frequently check their emails at those times.

How can I effectively personalise my follow-up emails to catch my prospects’ attention?

To personalise your follow-ups effectively, mention the recipient’s first name, recall the context of your previous exchange and adapt the message to their specific needs. Use a catchy subject line, a human tone and offer concrete added value to grab their attention and encourage a reply.

How many follow-up emails can I send without being perceived as too pushy?

It is recommended to send between 4 and 9 follow-up emails, spaced 2 to 5 days apart. Going beyond that may make you seem too insistent or even be seen as spam.

Adapt the number of follow-ups based on the prospect’s responsiveness and focus on careful personalisation to remain professional and courteous.

Which elements are essential in a successful follow-up sales email?

A successful follow-up sales email must include:

• A clear and engaging subject line.
• A personalised greeting.
• A concise reminder of the context or previous exchange.
• Added value linked to the prospect’s needs.
• A clear, simple call to action.
• A signature with your contact details.

What are the best times to send a follow-up sales email to optimise response rates?

The best times to send a follow-up sales email are generally Tuesday or Thursday morning, around 10 a.m., or early afternoon, around 2 p.m. At these times, your prospects have usually dealt with the morning rush and are more available to calmly read their emails.

Some useful benchmarks:

• Avoid Monday morning: inbox overload, internal priorities.
• Avoid Friday afternoon: many people are already focused on the weekend.
• Favour “semi-critical” hours: 9:30–11 a.m. and 2–4 p.m. are often the best slots.

However, these rules are only averages. The best time also depends on:

• The industry (e.g. retail, manufacturing, B2B SaaS…).
• Your contact’s profile (executive, marketing manager, HR…).
• Their country/time zone if you work internationally.

Ideally, test several time slots (A/B testing) and analyse open rate, click rate and replies. Within a few weeks, you’ll identify the times that really work for YOUR audience.

How can I effectively personalise my follow-up emails to catch my prospects’ attention?

To personalise your follow-up emails effectively, start by showing that you know who you’re talking to. Personalisation is not limited to using the first name; it also involves the context and the prospect’s challenges.

Must-haves:

• Use the recipient’s first name in the subject line and in the body.
• Remind them of the context: your last conversation, the proposal sent, the scheduled call, the form they filled in, etc.
• Mention something specific about their company (industry, news, problem identified during a call, content they downloaded…).

Example structure:

• Subject: “🔁 [First name], shall we move your [topic/problem] project forward?”
• Intro: “Hi [First name], I’m following up on our conversation on [date] about [topic]. You mentioned that [problem/goal].”
• Body: Briefly reformulate their goal or pain, then explain how your solution brings them concrete value (time saved, higher revenue, cost reduction, simplification…).
• Conclusion: Suggest a very simple next step (a 15-minute slot, a “yes/no” answer, a choice between 2 options).

A few ideas to go further with personalisation:

• Refer to content they’ve seen (article, webinar, case study).
• Adapt your tone: more direct for an executive, more detailed for a technical profile.
• Use dynamic variables if you work with an emailing tool (company name, sector, size, etc.).

The more your follow-up feels like it was written just for them, the more you increase your chances of getting a reply.

How many follow-up emails can I send without being perceived as too pushy?

In B2B, it’s generally accepted that a sequence of 4 to 9 follow-up emails is relevant, provided that you:

• Space out the emails by 2 to 5 days.
• Bring something new in each message (angle, info, format).
• Always remain polite, professional and respectful.

For example:

• D+2: light follow-up, context reminder.
• D+5: focus on a key benefit / case study.
• D+9: proposal for a quick call, with 2–3 concrete time slots.
• D+14: “check-in” follow-up: “Would you like me to close this file or move forward?”
• D+21 and beyond: only if you alternate formats (content, study, testimonial…) and if the prospect is in a long-term consideration phase.

Good practices to avoid sounding pushy:

• Vary your email subject lines and message structure.
• Sometimes add free value: a resource, checklist, benchmark, quick audit.
• Clearly mention that the prospect can say “no” or ask not to be contacted again.
• Mix channels: email + LinkedIn + possibly phone, instead of sending 15 emails.

If after several follow-ups you still get no signal, accept that it may simply not be the right time. You can always re-engage this contact later with news or a new offer.

Which elements are essential in a successful follow-up sales email?

An effective follow-up sales email is short, clear and action-oriented. It must include:

A clear and engaging subject line

• Avoid vague subjects: “Follow-up” or “Update”.
• Prefer:
  • “[First name], shall we move your [X] project forward?”
  • “Regarding your request on [topic]”
  • “3 ideas to improve [desired result]”

A personalised greeting

Use the first name and a tone adapted to your level of closeness and the industry.

A quick reminder of the context

One or two sentences are enough:

• “We spoke on [date] about…”
• “You downloaded our guide about…”

The prospect should immediately remember who you are and why you’re writing.

Clear added value

Show that you’re not following up “just to follow up”. For example:

• A concrete benefit: time saved, more leads, cost reduction.
• A client case similar to the prospect.
• Useful content: study, checklist, video, quick audit.

A simple, precise call to action (CTA)

Only one goal per email, for example:

• “Are you available Tuesday or Thursday for a 15-minute chat?”
• “If you’d like to move forward, just reply ‘OK’ to this email.”

The simpler the CTA, the higher the probability of a response.

A complete professional signature

• First name, last name
• Job title
• Company
• Contact details (email, phone, website, possibly LinkedIn)

This reinforces trust and the legitimacy of your approach.

Optional but powerful:

A P.S. with a memorable element:

• A benefit reminder: “P.S.: Our clients in your sector generate on average +23% more qualified leads in 3 months.”
• A graceful exit: “If this is not the right topic or the right time, just let me know.”