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How to Write Sales Follow-Up Emails That Won’t Get Trashed

How to Write Sales Follow-Up Emails That Won’t Get Trashed

Did you know only 2% of deals close during the first conversation? Learn how to engage your prospects with a follow-up email.
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Let's set the scene: You’re fresh off a sales call with a potential client that seems to have been interested in your pitch. You’ve done the hard part, or so you thought. But the prospect, like so many others, needs input from a higher up, or to loop in someone from finance about budget.

Every salesperson has been told no, maybe next quarter, not yet a thousand times. 

So what now? It's time to write a follow-up email.

You start typing…

sales call follow up emails that won't get trashed example 1

Sure it’s a start, but follow-up emails are just a pretext. Most of these touches are code for, “Are you interested, or not?”. You’re just trying to nudge the lead a little further down the line.

You could argue that the magic happens on the sales call, but did you know only 2% of deals close during the first conversation?

That’s why it’s so important to stay in touch with your prospects after the fact, and in a way that earns and keeps their attention. A generic sales call follow up email template provides little value to the prospect, and while you may think it’s saving you time, let’s be honest- it’ll be forgotten or archived far more than we’d like to admit.

So if you want to stay top of mind and inbox, it’s important to make sure your contact remembers you, your pitch, and your product, and in a positive light!

Let’s talk about how you can craft sales follow-up emails that'll get insta-trashed just a little less.

Tell Them Something They Don’t Know

New content, resources, articles, gives/one-pages. Anything you can hand out for free that might make their life easier, show them why your product/service is awesome, or intrigue them just enough to get back to you or schedule another call.

Talk to your marketing team about resources and collateral that would be valuable to clients in your industry whether they sign or not. Get them made and made well, and start attaching them, or better yet linking to them in every email it makes sense to do so. 

It seems obvious, but the content included in a sales follow-up email is vital. Be sure to call attention to the attachment or link with a quick line about what it is and why they should care. And if you can get them to follow the breadcrumbs to your website, they’ll suddenly find themselves spending a whole lot more time with your brand. That means more engaged contacts and warmer leads. 

Plus your marketing team will probably thank you for helping them drive site traffic!

Tell Them Something They DO Know

Bonus tip: You just finished telling them all about how your product will address the specific pain points your contact highlighted, right? Reiterate that information by summarizing the key features, differentiators, and solutions discussed during the meeting.

Leverage Social Media

In that same vein- give your clients more ways to connect with you! Get your social links (particularly LinkedIn) in your email signature so that if a client is curious to learn more about YOU, they have a way to snoop. 

Be sure to fill your feeds with pertinent information. This is another great spot to share those resources we just discussed. If you feel more comfortable, you can always make work-only profiles to keep your private life separate from your day job. 

You can also initiate the interaction! Send them a request on LinkedIn, or have your company page follow their company page as a signal of early buy-in on your side. This is excellent advice for services companies, or organizations who will have an ongoing relationship with clients after the deal closes.

Ask for Commitment

If the answer’s no, it’s not necessarily going to change because you asked your prospect to commit, but there’s a fine line to walk here. You can be too assertive in your follow-up email and scare away a potential customer that just needed nurturing or time to run your pitch up their workplace’s ladder.

That said, if someone seems to be on the fence or holding back, there’s no time like the present to be a little pushier about getting that next meeting booked. If you’re going to receive a, “we decided to hold off/look elsewhere/go with competitor X”, it’s beneficial to receive that information as early as possible. 

You can ask if there’s anything you can do to change their mind, but that opportunity will be up in smoke if you’re slow in your follow-ups and they’ve already signed that other deal. 

Personality is Key

It’s one thing to remember a client’s name, where they live, check the weather in their area ahead of a conversation, or jot down who they’re rooting for, but actually connecting with the prospect on an authentic, human-to-human level, is a whole different beast.

You’re going to have to get good at reading the room here. Not everyone responds in the same way, so get a feel for your prospect’s personality. 

This is going to happen in the sales call sure, but there’s no hard rule (barring basic professionalism) about what you can include in the follow-up email.

sales call follow up emails that won't get trashed example 1

Again, know your audience! But dropping the corporate jargon and LinkedIn speak in favor of a down-to-earth, conversational tone has advantages. Treating your contact like a friend can resonate very positively if done well.

84% of customers say that personalization is important to winning their business, so practice this often!

The key will be truly putting in the effort to be genuine in your compliments and communication. If you can’t form a personal connection with the client, it’s best not to fake it or resort to a cheesy line that you (and other salespeople) have used a hundred times before. 

Throwing in a halfhearted “Go Sox!” when the client could clearly see your Yankees poster behind you during the call might do more harm than good.

Now if you can playfully touch on a rivalry in a genuine way? You might just get somewhere. 


Crafting the perfect sales follow-up email, in reality, has very little to do with your talent as a writer.

The connection you  form with the lead, the value you provide their business, and emphasizing prompt, direct messaging are what will really save your emails from the four o’clock inbox purge. 

Earning and keeping the contact's attention means that your brand stays top of mind, second or third meetings get booked, and the conversations get warmer. This can only lead to more closed deals, and more authentic relationships with your clients. 

Let us know what you think of these tips, and if you’re interested in learning about how Lace can help you save time by analyzing your calls to help you draft effective follow-up emails after a call. Don’t hesitate to reach out and schedule a demo!

Want to learn more about how Lace maximizes sales call efficiency?

Get in touch to see us in action!