How to Write a Follow Up Email In 6 Steps

If you work in an office or exist in the current world, you likely interact with your email daily. Email continues to be a preferred method of communication. For example, 39% of employees prefer to email to ask a quick question, 57% to send a status update, and 47% to provide feedback. 

However, the average person receives approximately 5 hours and 52 minutes every day checking and responding to both work and personal emails. While the time varies significantly per person, you can imagine what it takes to cut through the noise and capture your prospect's attention. 

Cold emailing is more than a sales strategy. It's an art that helps you create a connection, get a response, and convince a potential client. If you've already sent an opening email, it may be time to send a follow-up email and convince your client to engage you. This guide explains how to write a follow-up email and improve B2B sales. 

1. Choose an intriguing subject line 

After getting no response on your first or subsequent emails, you'll want to improve the engagement of your email. The subject line should match the objective of your email. For example, if a sales prospect fails to respond to your cold email, your subject may be:

  • Any updates for us?
  • Did you see this? 
  • Will cut to the chase
  • Feeling frustrated? Let me help 
  • I don't know if you know this…
  • If the interest gone?
  • It's not you. It's me. 
  • Should I stay or leave?
  • Should I cross you off the list? 

You can also use the "trigger events" tactic to encourage the reader to open your email. For example: 

  • I'd love to hear your feedback on that meeting 
  • Thoughts on our "DEI in the Modern Workplace" Blog 
  • Let's Discuss Your Future Goals Today

Alternatively, you can make the reason for the follow up the subject of your email: For example: 

  • Ideas For Your Email Marketing 
  • 10 Free Hacks to Improve Your Emails as a Freelancer 
  • How Sendlio Can Help Your Automate Business Emails 
  • Top 10 Emails to Get Responses From Your Clients 

2. Mention the prospect's name 

Use the recipient's name and keep it light. One name is enough. However, if you don't have the name, use "Hi there." 

  • Hi Daniel 
  • Hi Sheila 
  • Howdy Zachary 

3. Have a catchy opening statement 

After the name, the following sentence has to capture the prospect's attention. So here are several ways to craft a powerful introduction for B2B follow-up sales emails. 

If you are following up on a meeting, your opening line may be:

  • I am writing to follow up on our meeting and discuss the way forward
  • I am writing to follow up on our last phone call

If you are following up on a trigger event, an example of an opening line is:

  • Two of your employees were looking at our product page within the week. If you're willing, we can recommend our top tools and best practices for email marketing. 
  • Last we spoke, you requested that I reach out in March during our annual B2B Sales Leaders Marketing Forum
  • It looks like you finished your free trial yesterday.
  • Did you have a chance to check out our 'Free Email Marketing Guide' last week? 

If you're still building a rapport with the client, you can address the barrier to opening your email or use a compliment. 

  • You are leading a fast-growing business, so I'll keep this brief 
  • Your clients love you!
  • I don't know if you know this, but you are a big deal
  • Congratulations to you and your team for getting nominated for the "Best Small Business of the Year in San Francisco Awards."
  • I know you're busy, so this will only take two minutes

You can also jump straight into the product or service. Prospects are likely to engage if you provide a solution or point out a problem that you can solve to improve their business. 

  • I thought you might like this candidate for your "Administrative Virtual Assistant" position as advertised on your website. 
  • I couldn't help but notice grammatical and editorial errors in your sales emails. I am more than happy to help you write the sales emails to improve your results.

4. Customize the message for the prospect 

Personalization helps your client feel appreciated and noticed without coming off as creepy or robotic. Prospects ignore generic phrases such as "Just checking in…" or "Is it possible to chat?". Be sure to keep the follow-up email specific to the prospect and address the objective in short and clear sentences. 

  • For example, mention the problem and provide a solution 

Howdy Zachary, 

I don't know if you were aware of this, but I noticed grammatical and editorial errors in your sales emails. I'm sure improving the quality of your sales emails is a top priority for you. 

I thought I'd share the "Top Hacks for Writing and Editing Sales Emails" free eBook for you to review. However, if you'd like more guidance on the matter, I'd be more than happy to chat over a phone call. 

  • Following up after a meeting 

Hi Susan, 

I really enjoyed our chat earlier and learning about the challenges you face in your startup. I understand the issues you face with lead generation and how they make it harder to increase your revenue. 

As promised, I have attached our resources for your perusal and how we can help you boost lead generation and grow your sales pipeline. 

  • Reaching out after an event 

Hi John, 

What a great webinar! I hope you enjoyed learning about Cold Emailing and Lead Generation and are using Sendlio to automate your business emails. 

I know that improving your business is a top priority for you. As such, I am sharing the "Report on SMS Marketing for Small Businesses" to help you improve your marketing and sales. Feel free to reach out if you have further questions. 

I'd be more than happy to talk over the phone. What does your calendar look like to schedule a phone call? 

  • Following up on an email 

Hi John, 

I wanted to see which of the cold emailing and lead generation tactics you're currently using to improve your sales. If you haven't implemented any of the hacks yet, I am more than happy to help you get started. 

Are you available for a chat on October 14, 3:00 p.m.? Let me know what works best for you. 

  • To provide the prospect with more reason to consider you 

Hi Will, 

I sent an email a few days ago to show why Sendlio is a good fit for your business.  

As a B2B marketing firm, we help businesses automate messaging over voice, email, and SMS. In the case of Logitec Logistics, we exceeded their lead generation targets by 150% in their last email marketing campaign. 

Perhaps we can accomplish the same for you? 

Are you available for a 10-minute call to discuss more? 

Let me know what date and time work best for you. 

  • To know the best way forward, especially if it's unclear if you should keep cold emailing a lead

Hi Grace, 

Are you too busy to respond at the moment? Please select one of the statements below that best defines your response. 

  • I'll respond in two weeks 
  • Too busy right now. Email me after one month 
  • Please stop emailing me!

5. Add your CTA 

As you finish your email, remember to add your call-to-action. What action would you like the prospect to take? 

  • Let me know if you have more questions, and I would be happy to talk again. If not, I look forward to a follow-up call on March 20, 9:00 a.m., as discussed. 
  • Are you available for a 30-minute phone call on April 17, 2:00 p.m.? Just let me know what works best for you and if you have issues with the proposed time. 
  • I can book you for a discussion on the weekends if it's easier for you. Just let me know when. 
  • Are you satisfied with our earlier proposal? Please let me know as I am starting to worry. 
  • If I don't get a response, I'll assume that you're busy. However, my contacts are below should you want to reach out. 
  • Please let me know if email marketing is a top priority for you or maybe in the future. Your response is highly appreciated. 
  • If you are still on board, what would you recommend as the next step? I appreciate your help. 
  • If you still want to participate, I am happy to keep you on the list and discuss how you can in a manner that suits your busy schedule. 
  • Would you be interested in sharing your experience with us?
  • Would you be willing to link to our guide? 
  • Are you the right person to discuss this with? If not, could you point me in the right direction? 
  • Does Monday at 4:20 p.m. work for you? Just let me know what works for you. 

6. Closing Statements 

There are many ways to sign off on the email and look professional without adding unnecessary words. A simple, "Many thanks," "Thanks!", "Best," or "Regards," followed by your name, is sufficient. You can also sign off with your signature. 

Final Thoughts 

Prospects may not respond to the first, second or third email. However, writing quality follow-up sales emails improves the chances of getting a response and closing sales. If you have a few clients, you can craft each email individually and select appropriate response times. However, consider automating your sales emails to ensure timely and accurate emailing to multiple prospects. 

Reach out to Sendlio to see how we can help you automate B2B sales cold emailing. 


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