Forgetting to send follow up emails is one of the most critical mistakes sales and marketing professionals make when reaching out to prospects. Far too often, they focus solely on the initial pitch and completely neglect follow-ups. A whopping 70% of sales emails aren’t followed up on, although as many as 80% of deals require at least five follow-ups before closing.
Getting back in touch with prospects ultimately helps businesses increase response rates and close more sales. In fact, follow up emails typically get better response rates than the initial email. A study conducted by Iko System saw a reply rate of 18% on the first email, 14% on the second, 13% on the fourth, and a massive 27% on the sixth. With the right follow up email templates at hand, your sales and marketing team can ensure more consistent communication with prospects and improve sales in the long run.
While there is no universal formula for the best number and frequency of follow up emails you should send (as it greatly depends on the kind of interaction you had with your prospect previously) – research shows that 2 or 3 follow-ups are the optimal number. As a general rule, it is recommended to wait at least two days before sending your first follow up email.
Statistically, if you don’t receive a reply to your first email, you have a 21% chance of getting a reply to the second one, and a 25% chance that you will eventually hear back from the recipient after a couple of follow-up messages. It might also take 5 follow-up emails or more to actually get a response from a prospect.
Personalization is key when it comes to email marketing as it can help your follow up emails stand out. Studies have revealed that emails with personalized subject lines are 26% more likely to be opened than those without, and that revenue is 5.7 times higher in emails that employ personalization.
Deciding how to follow up with prospects who didn’t respond to your initial email can be tricky as you need to find the right balance between adding value and being pushy/annoying. Below are 10 basic sales follow up email templates for different use cases that you can use as a jump-off point before creating your own.
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