If you’ve written and sent off sales introduction emails, you’ve done the first part. Now it’s time for the real work: the sales follow-up email. We call this the real work because research shows that only 2% of people buy at the initial sales contact. So, the follow-up emails are crucial for nurturing cold leads into warm — or even hot ready-to-purchase customers.
But how do you write a sales follow-up email that drives conversations? How can you convince prospects to convert?
We’re sharing tips for writing email subject lines and 15 sales follow-up email templates salespeople can use to improve conversion rates. We also share how Jasper can upgrade the quality of your sales copy and raise your response rates.
5 tips for writing the best sales follow up email subject lines
No lead will open your sales follow-up emails, much less convert, if your email subject lines are unappealing. Since it’s the first thing a lead sees when they look through their crowded inbox, your email subject lines should pop! Keep these tips in mind as you craft one:
- Personalize: Personalizing your subject line makes it more attention-grabbing because your lead gets the sense that the email was crafted just for them.
- Invoke curiosity: You can do this by asking a question, sharing an industry fact or statistic, or teasing an idea or tip shared in your email. Remember that this works best if you don’t give up everything in the subject line.
- Offer value: Highlighting discounts, coupon codes, and tips for improving a process are all ways to hint that your email follow-up provides value to your lead. You can even mention a useful article or case study, suggests Lavender co-founder Will Allred on LinkedIn. Will recommends choosing a relevant study in a neutral publication. Don’t send just any study, though; “Pick a source they trust,” he says. This helps you build credibility with your prospects.
- Keep it short and sweet: Email marketing experts, Mailchimp recommend using no more than nine words and 60 characters in your subject line. We agree! Your subject line loses the punch if its last three keywords aren’t even visible.
- No clickbait: This goes without saying, but your email subject line should only promise what the email delivers. Otherwise, you’ll lose your readers’ trust the minute they discover your exaggeration or flat-out lie.
15 sales follow up email subject lines to increase your open rates
With our tips in mind, here are 15 examples of email subject lines you can copy (or pass on to your sales team) to improve your open rates. We’ll be using several of these in the email templates we share so you can see them in action.
Tip: A/B test these titles to ensure you’re using one that will produce the best results for your prospects.
- Can you spare 10 mins to talk about [Benefit]
- Feeling [Pain Point]? Let’s help you [Benefit]
- [Lead’s name], What did you think about [Event]?
- [Date and time], you coming?
- [Lead’s name], are you ready for a follow-up?
- Want to learn more about [Benefit]?
- Sorted! Here’s what you wanted to know about [Company name]
- There’s no easy way to do [Pain Point] but we have 3 tips
- 10 ways [Company’s name] [Benefit]
- A gift for you: Try [Product name] free for 30 days
- We don’t share this with everyone…
- We see you like [Feature]. Here’s how it works
- Improve your team’s [Benefit]
- Quick Question
- Still interested in getting help with [Pain Point]?
15 successful sales follow up email templates for warming up prospects
With those subject lines as inspiration, we’ve prepared 15 sales follow-up email templates you can copy and paste. However, we have to confess: we had help.
Our number one tool for scaling marketing is AI copywriting assistant Jasper.
Jasper has more than 52 writing templates for emails, long-form content, scriptwriting, and even e-commerce writing like product descriptions. We generated these 15 templates using the Personalized Cold Emails template. We’ll share a few screenshots so you can see the process, but mostly text, so you can copy and paste the templates easily! In our screenshots, you’ll see that Jasper can generate emails specific to your company, but for the purpose of this article, we’ll be sharing customizable templates.
Sales email tip: Follow-up emails are a long game. Most of the time, you need to follow up multiple times or keep a lead in the conversation for a while before they convert. A study by Brevet showed that 80% of sales require five follow-ups before closing. So, if one of these templates fails you, try another!
Scenario: The classic follow up
It might seem basic, but asking prospects whether they’re available for a follow-up is a great way to frame your sales follow-up email—especially if it’s your first follow-up. Like in this template (which you can tweak), ask them what challenges they’re facing and leave the ball in their court so they can reply when they’re ready.
Subject line: Ready for a follow-up?
I am following up on our previous conversation about your [prospect’s pain point]. Are you ready to talk more about the challenges you are facing with regards to this?
I have created a brief video that might help you understand how [PRODUCT] could help your team [your product’s benefits]. Feel free to watch it at ____. Let me know what questions or thoughts come up for you after watching it!
Scenario: Asking for feedback
This follow-up works best when you offer potential customers a chance to try out the product in your first email. You can now check in on them to see if they have any useful feedback and perhaps warm them up into a long-term commitment.
Subject line: Quick Question
I hope you've been enjoying the trial of [PRODUCT] so far. I wanted to reach out and touch base with you to see if there was any feedback that we could use today.
Please let me know what kind of [your product’s category] product would work best for your needs at this point in time. What makes a good piece of software? One that gets the job done or one that's easy to use?
Scenario: Following up a networking event connection
Post-event follow-ups can yield bountiful fruit because your lead has likely met you in real life or virtually — and has probably been exposed to your product or service. Don’t waste the opportunity.
Subject line: Want to learn more about [Benefit]?
I know how important it is to [prospect’s pain point]. I would like to share with you the benefits of [PRODUCT] since we met last week at ____ event.
[PRODUCT] allows managers and employees to [your product’s main benefits]!
We're looking forward to working with you in the future. If you're interested in learning more about [PRODUCT], please let me know!
Scenario: Proposing a solution
Leading with benefits is how you get your leads’ attention. Find the spot where your product’s unique value proposition intersects with your leads’ needs and amplify that as in the example below:
Subject line: Feeling frazzled? Let’s help you make the most of your time.
I hope you're doing well. I realize that sometimes it can get a little tough to [prospect’s pain point].
This is why we created [PRODUCT] - the best way to [what your product does]! We have a 14-day free trial so you can try out our product for yourself before making a purchase decision.
Let me know if I can answer any questions about how [PRODUCT] might help you in your day-to-day life?
Scenario: Thanking a lead for attending your webinar
After hunting down potential leads who may benefit from your webinar — and product, by extension — don’t just let them go. Stay in touch!
Subject line: [Lead’s name], What did you think about [Event]?
I hope you enjoyed our webinar! I wanted to follow up with you about the product we mentioned in the presentation. If it fits your needs, I would love for you to try out [PRODUCT] and see how it can help your company. Please let me know if there was anything else that interested you during the presentation or if there is anything else I can answer for you here.
Thanks again for attending our webinar, and feel free to contact us any time at ____@____.com with questions or concerns!
Scenario: Following up on a phone call or voicemail
If you’ve had the chance to talk on the phone or leave a voicemail for a lead in your outreach, leverage that connection by shouting it out in your subject line. You’ll grab their interest as someone they already know about.
Subject line: I enjoyed our chat over the phone
Just wanted to follow up on our phone call last week. I hope you're well! We chatted about how your business is doing and that you were looking for a [your product’s category] software.
If the idea of [what your product does] sounds like something your team would be interested in - we'd love to schedule [time] to chat more about it with you! Would [date] work for you? Just let me know when's best or shoot me an email if not. You can also read more about [PRODUCT] here: [WEBSITE]
Scenario: Acknowledging a pain point
Popping in to share how you can help your lead benefit from your product or service is a helpful way to show up in their inbox. In our example, we’re writing to a team lead or business owner who’s struggling with tracking time for their employees. We’re also asking for 10 minutes which is a small enough commitment that it might entice prospects.
Subject line: Can you spare 10 mins to talk about team time-tracking?
I hope you had a great week. I just wanted to follow up on our last conversation and make sure we can schedule a time for you to demo [PRODUCT]. If possible, I would like to do it at your convenience. Does [Time] work for you?
If this is not a good time please let me know what days/times work best for you and I will be in touch with the next steps from there!
Scenario: Sharing your product’s benefits
After doing some research on your lead’s pain points, send them an email specifically highlighting how your product/service can improve their workflow. You can even send them a bullet list of several ways your product will benefit them.
Subject line: Improve your team’s time tracking process
I noticed that you're using [highlight an ineffective method] to [what your product does]. Although it does the job, we at [COMPANY] want to show you how our software can do a better job. Would you like me to send over an introduction email with some key info?
Scenario: Providing requested information
Did you notice in your customer relationship management (CRM) tool that your lead had a question about the product after your initial email? Returning with the additional information your lead requested in another way to frame your follow-up.
Subject line: Sorted! Here’s what you wanted to know about [Product]
I hope you had a great week! I just wanted to follow up on your request for more information about [PRODUCT].
Here’s how [PRODUCT] solves the problem. [Details of solution]. Is there anything specific you need help with? Let me know and I'll get back to you as soon as possible. Until then, here is a quick link that answers more questions.
Scenario: Offering a free trial
If your lead seems undecided, a free trial may be a good push to get them to try the product and see if it’s a good fit.
Subject: A gift for you: Try Tommy Track free for 30 days
I'm following up on our recent email exchange about [PRODUCT]. I wanted to let you know that we're running a promotion now and to give you a chance to try the product for free for 30 days! We are giving away 10 licenses to people who are interested in trying it out. Just enter your details here [link] to enter the contest.
Scenario: A curiosity-evoking subject line + a worthy freebie
If you think offering a free trial upfront is boring, try a clever subject line bound to trigger curiosity. Just make sure your offering is worthy of the mystery.
Subject line: We don’t share this with everyone…
I hope you're doing well!
As a follow-up to my previous email, I wanted to let you know that we’re offering a free 14-day trial of our product. If you try it out and decide that it's not right for your business or company then all those features will be disabled at the end of the 14-day trial.
If you want more information about how [PRODUCT] can benefit your organization please let me know and I'll send over some info/links (or we could talk on the phone). Thank you so much!
Scenario: When there’s no response
It can be discouraging to get no reply to your email, but your follow-up can make a difference. Check back in with easily accessible contact details or even a call-to-action (CTA) button to book a call, so your lead can get to you with one click.
Subject line: Still interested in getting help with time tracking?
I sent you an introductory email about [PRODUCT] the other day and didn't get a response. I'm following up to see if you would like to learn more?
[PRODUCT] is an app that helps companies track their employees' time on projects or tasks. It [your product’s main benefit]. If you are interested in learning how this can help your company, please give me a call anytime Monday-Friday (8am-7pm EST) - ___________ _________________________
Scenario: When there’s still no response (the breakup email)
If it seems like a lead isn’t interested after several tries, it might be time to wrap things up.
Subject line: Should we wrap things up?
I'm reaching out to you because I noticed that our last follow-up email got no response. This is the third time we've contacted you about this topic and it doesn't seem like there's much interest on your end.
We just wanted to know if there was anything we could do to help with [pain point] so we can better serve you in the future. If not, feel free to let me know and I'll take care of things from here. Thanks for your time!
Scenario: Your lead seems to like a certain feature
If your analytics show that a lead clicked to learn more about a particular feature, you can follow up on that interest with this template.
Subject line: We see that you like our Reports feature. Here’s how it works
I noticed that you are following our new feature [feature prospect seems to like]. I have to tell you, this is one of the most powerful features we have! It makes it really easy to [what makes the feature unique and beneficial].
Would you like me to show [PRODUCT] [feature] in action? Just reply with "yes"!
Scenario: The event invite
Subject line: [Date and Time], you coming?
I wanted to follow up with you about the sales call we had last week. I've been following up with some of our other prospects in your area and noticed that you're not on any of our lists for events coming up.
We're hosting a [workshop name] at the end of the month which would be great for anyone who is struggling with [workshop goal]. If you are interested in joining us, feel free to reply back here!
Improve follow up emails with converting copy
With all those examples, we know you’re positively brimming with inspiration! Writing a sales follow-up email is a mix of strategy, tact, empathy, and persuasiveness. And remember, a personalized follow-up email beats anything you could possibly automate.
Sales follow-up emails are an important part of the sales process. But it’s tough to generate enticing copy when you have to do it multiple times a day. That’s why you need Jasper.
Ready to write follow-up emails that bag leads and close deals? Sign up with Jasper today to get started.