Master the art of sales reminders with these 8 sample emails for your prospects
Did you know that 80% of sales are made between the 5th and 7th reminders? And yet, no less than 48% of sales reps say they don't follow up...
It's true that sales follow-up can be exhausting, but it's a fact: prospecting is one of the main tasks of an SME, and it remains indispensable.
But how do you follow up a prospect without appearing heavy-handed or insistent? How do you know the right time and the right terms to use?
We answer your questions in 8 simple points to help you avoid letting your prospects slip through your fingers. You'll also find free downloadable examples of ready-to-use follow-up emails!
8 examples of sales follow-up e-mails according to prospect profile
Example 1 - Follow-up after a first meeting
Subject: Further to our discussion - next steps?
Hello [First name],
Thank you again for your time last [day]. Our discussion has enabled me to gain a better understanding of your objectives, particularly with regard to [specific issue]. You mentioned [key point from the meeting] and I've been thinking about a suitable approach to support you.
I'd like to suggest that we get back in touch to work out a tailor-made solution together.
Would you be available on Thursday or Friday for a quick discussion? A 20-minute slot is sufficient.
Yours faithfully, [Name] - [Name of your company].
Example 2 - Follow-up with no response to a proposal
Subject: Were you able to view our proposal?
Hello [First name],
I sent you a proposal on [date], and I wanted to make sure that you had received all the information. It is sometimes useful to review the proposal after reading it, especially if certain terms and conditions need to be adjusted (deadlines, terms and conditions, budget, etc.).
I'm always ready to listen if you need clarification or have any questions. And if the proposal is no longer relevant, please let me know too!
Just let me know what suits you best for the future.
Good day, [Signature]
Example 3 - Post-demo follow-up or free trial
Subject: What do you think of [product or service name]?
Hello [First name],
You've had a chance to try out [name of product or service] recently, and I wanted to hear from you. Were you able to explore the main features? What did you think of them? Did it resonate with your current issues?
Many users come back to us with questions after an initial test phase, and a quick update can often unblock the next steps.
If you wish, I can arrange a short session to review your feedback together and see how we can maximize the impact of our solution.
What do you think?
[Signature]
Example 4 - Gentle relaunch after 2 months' silence
Subject: Is your project still on track?
Hello [First name],
We spoke a few weeks ago about [name of project / product], and I just wanted to get back in touch with you. Is the need you mentioned still relevant? Or has your thinking evolved in another direction?
For my part, I've continued to think about relevant solutions to support you. If you're happy, I'd be happy to give you a quick update to see where you stand. I'm available this week or early next week, depending on your schedule.
In any case, thank you for our previous exchanges.
I look forward to hearing from you,
[Signature]
Example 5 - Follow-up on a content download
Subject: Did our [name of content] provide you with answers?
Hello [First name],
You recently downloaded our guide on [topic] - I hope you found it useful. This type of content often raises questions or highlights new opportunities. If some of the topics covered resonate with your current issues, I can suggest a discussion to see how we can take things further.
You can reply by return e-mail, or simply let me know when you'd like to discuss it together.
I look forward to hearing from you, [Signature].
Example 6 - Follow-up for a "lost" deal
Subject: A project put on hold... to be relaunched?
Hello [First name],
I know that you had to put the [product name / objective] project on hold some time ago. Since then, we've made a number of changes, some of which could make our solution even more relevant in your context.
I can send you a quick update or arrange a meeting if you'd like to reassess the project from another angle.
Don't hesitate to let me know if it's the right time to talk again. I'm available this week or at a time of your choice.
Best regards,
[Signature]
Example 7 - Follow-up with a new offer or news item
Subject: Something new that might interest you
Hello [First name],
I wanted to inform you of the recent launch of [new feature/offer], designed specifically for [sector/use case]. This may answer some of the concerns you expressed during our previous discussions.
If the subject is still on the table, I can send you a condensed presentation or organize a quick review to see how this new feature might fit in with your current needs.
Let me know if you'd like me to send you these elements.
Kind regards, [Signature]
Example 8 - Direct reminder to arrange an appointment
Subject: Would you like to make an appointment?
Hello [First name],
I'm getting back to you following our last exchange. I think that a quick 20-30 minute review would help structure the next steps and answer any questions you may have.
Together, we could discuss the next steps, refine the outline of your project, propose a roadmap or simply check that our approach is still in line with your objectives.
Would you be available on Tuesday or Thursday morning? I can adapt to your schedule if necessary.
See you soon,
[Signature]
How do you politely remind a customer? 8 steps for your sales reminder
#1 - Analyze the situation
Taking a little time to analyze the situation before rushing to the phone or keyboard is a lifesaver. Your sales performance depends on your ability to accompany your prospect, not pester him with messages!
To help you do this, there are some essential questions to ask yourself:
- How far along is your prospect's buying journey?
- Is he in the middle of the funnel, trying to figure out how to solve his problem?
- Is he at the end of the funnel, looking for a solution?
👉 Gaining this information will enable you to understand their level of maturity, their issues and their objective. You can then adapt the rest of your sales strategy accordingly, to make it as effective as possible.
#2 - Take the time to get to know your prospect
If you have the opportunity to make contact with your prospect, take advantage of this time to get to know him in greater depth.
And the best way to do this is to get to know them before the end of your last contact:
- Find out what your prospect's short- or medium-term objectives are,
- potential difficulties in achieving them,
- and what events are important to him over the next few months (product launch, trade show, etc.).
💡 You can then offer to talk to him in more detail during a future call, to propose a sales action plan with your solution and what return on investment he's going to get from it.
#3 - Choose the right moment to relaunch
When is the right time to follow up with your prospect? Big dilemma!
Too early, and he may get the impression that you're insistent and won't have had time to think. Too late, and he may have already forgotten about you and signed up with your competitor.
Some people will tell you to set up a recovery plan on :
- D+3, then D+10, then D+20,
- or twice a week for the first month, then once every two weeks.
But the real right time is when your potential customer 😉(especially in B2B).
Your prospect will be more inclined to schedule another call with you, for which you'll be prepared to maximize your chances of convincing them to support you over the long term.
#4 - Personalize your message
Copy and paste is your worst enemy. An effective sales reminder is a tailor-made message that shows you've understood who your prospect is, what he's going through and what he's looking for. Before you click "send", ask yourself the right questions:
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What was his reaction during the first exchange?
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What did he mention as an obstacle, objective or deadline?
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Has he recently shared any content, news or useful business info that could be linked to your product?
👉 By integrating these elements, you show that you're listening, that you're committed to the commercial relationship and, above all, that you're not just another mass prospecting e-mail .
#5 - Find the right follow-up channel
E-mail? Phone call? Message on LinkedIn? Follow-up on social networks? Not all communication channels are equal, and above all, not all speak to your prospects in the same way.
Some will never pick up the phone, but will read your e-mails. Others will only respond to DMs on LinkedIn. Still others are only available for visio at 8am sharp with coffee in hand.
💡 Multiply your points of contact. If your follow-up email goes unanswered, try a phone call or a message on the networks. Don't wait for the prospect to come to you, be present, but never intrusive!
What if he never replies? He probably wasn't that qualified.
#6 - Work on your sales pitch
Your sales pitch is one of your most powerful weapons of conviction, and it needs to be prepared! It must contain :
- the characteristics and specific features of your product or service,
- its advantages (mention only those of interest to the customer),
- how it can positively impact your prospect (how it will concretely help him solve his problem).
What makes a good sales pitch? A good sales pitch helps your audience to easily project themselves onto your product, and start to see their problems disappear. In short, it's enough to pique their curiosity and make them seriously consider accepting your offer.
Whether on the phone or in writing, here's how to make your sales pitch sound natural and professional:
- begin by summarizing the prospect's situation and issues;
- remind them of some of the points you discussed together during the previous meeting;
- if you're on the phone, leave a moment of silence to validate what you've just said;
- follow up with your sales pitch, adapting it according to what your prospect has already said.
#7 - Create a clear and engaging call to action
You don't just follow up "to ask for news". A sales reminder must guide the prospect towards a specific action. And the simpler and more direct it is, the more effective it is.
Avoid limp formulas like "Don't hesitate to contact me again". Instead, say: "Are you available on Tuesday morning for a quick telephone review? "or "Can I send you a costed proposal by the end of the week? "
A good call to action is a message that clicks. It sets out a next step, gives a concrete objective and encourages constructive exchange. You reduce vagueness, capture interest and your response rate climbs.
💡 Did you know? According to VP of Marketing at Toast, emails that incorporate a call to action can increase clicks by 371% and sales by 1617%.
#8 - Show prospects that you're interested in their business
Prospects (and customers) like to feel valued and that you're interested in them - but not too much! To achieve this, there are several small actions you can take:
- Congratulate them by email, telephone or social network following an event that directly concerns them (press release, successful webinar, news on Linkedin such as a promotion, etc.);
- Forward them an article or document that could be of interest to them in the context of their business (innovations in their field, regulations coming into force in their sector, etc.).
Classic mistakes to avoid in a sales reminder
Launching a sales reminder too early or too late
A sales reminder that's too quick gives the impression that you're in a hurry to sell, with no time for reflection. Too late, and your prospect has either forgotten your sales proposal, or moved on to another contact.
The right tempo? It depends on the context and the type of prospect. In B2B, we often recommend a period of 3 to 10 days between two contacts, adapting according to the stage in the sales process (after an initial phone call, after a quote or after a content download).
💡 Tip : vary the dates, track reactions, test different days of the week and adapt your follow-ups to each customer profile. The idea is not to spam, but to remain visible at the right time.
Lack of personalization
Sending a follow-up e-mail with "Hello, I'm coming back to you" without mentioning the prospect's name, the subject discussed or the added value of your product or service, is the best way to end up in the recycle garbage can. And the mailbox algorithm understands this too.
Each follow-up message should repeat the key information from the previous exchange. An issue raised, a business objective, a next step envisaged... Mention the date, restate the request and, above all, provide an answer.
📌 Example: "During our exchange on April 12, you told me about an urgent need to automate the follow-up of unconverted leads. I can send you a sales reminder template optimized for this scenario. "
Sending an e-mail that's too long or too vague
A sales follow-up e-mail that's too dense, poorly structured or lacking a clear call to action dilutes the message and turns prospects away. Unclear text leaves room for ambiguity, even mistrust. A good follow-up email is :
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a clear subject line ("Do we have a date to go ahead with your project?") ;
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a quick reminder of the context ;
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a direct proposal (appointment, return, product details);
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an engaging conclusion, always using a professional greeting.
And above all, only one idea per message. Too much information kills information.
Not providing value (just "news")
This is the most frequent and least forgivable mistake. A reminder that only serves to "take news", without proposing anything new, is a waste of the recipient's time.
A new customer testimonial, a limited offer, a practical tool, an updated offer, a response to a previous objection, an invitation to an event... Your commercial reminder must offer useful content.
🎯 Your mission? Bring tangible added value to each follow-up e-mail, so that the prospect has a good reason to come back to you.
Which tools can automate and improve your reminders?
Did you know that it's possible to automate a large part of your sales management with the right software?
That's right, no more long, tedious hours spent writing and sending out sales reminders. Thanks to the tools we're going to introduce, you can create email templates and automate the rate at which they're sent, according to your needs!
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 Blacksales |  lemlist |  La Growth Machine |  Overloop AI |
|---|---|---|---|
| For companies with 1 to 5000 employees | For all companies | For all companies | For all companies |
| See software | See software | See software | See software |
| Learn more about Blacksales | Learn more about lemlist | Learn more about La Growth Machine | Learn more about Overloop AI |
Backsales - Turnkey lead generation and sales follow-up
Backsales is a solution specialized in multi-channel prospecting and B2B sales follow-up. It helps you detect qualified leads, structure your sales follow-up sequences and automate the sending of personalized e-mails at every stage of the sales process.
Thanks to its functionalities, you can easily :
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identify potential contacts,
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personalize each sales follow-up e-mail with the name, need and subject of the previous exchange,
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adapt the content and call to action according to the level of maturity.
An effective tool for saving time and improving response rates.
Blacksales
Sellsy - Automate follow-up and improve reminder timing
Sellsy is a French CRM solution designed for SMEs. It helps you precisely manage your sales reminders process, from contact to signature. With this tool, you can :
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create automatic reminder scenarios based on key dates (sending a quote, no reply, no appointment),
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track opening rates and reactions to e-mails, and adjust your reminder templates in real time,
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manage the automated sending of e-mails to your prospects according to their profile or behavior.
A real plus for ensuring smooth customer relations and never forgetting to send a reminder.
Lemlist - The perfect tool for 100% personalized follow-up emails
Lemlist has the ability to send super-personalized follow-up emails on a massive scale. Thanks to LinkedIn + email + phone integration, you can manage your multi-channel relaunch campaigns without leaving your interface. Key features
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personalized messages with dynamic variables (name, position, content visited, date of last contact),
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complete automation of your reminder sequences according to precise deadlines,
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integrated deliverability tool (Lemwarm) to maximize the presence of your follow-up emails in the main mailbox.
💡 Lemlist is particularly useful for re-launching a prospect who has downloaded content, attended a demo or left an email unanswered.
lemlist
LaGrowthMachine - The art of lead nurturing across all channels
LaGrowthMachine is a platform that manages your multi-channel sales prospecting campaigns, with a focus on scalability and intelligent automation. LGM enables you to :
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follow-up your leads by email, LinkedIn and phone calls, adapting the channel according to the rate of engagement,
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create conditioned follow-up sequences (e.g., follow-up if the prospect opens the e-mail but doesn't click),
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connect your CRM tools for centralized follow-up.
A complete solution for teams wishing to follow-up efficiently without sacrificing the quality of the sales relationship.
La Growth Machine
Overloop - Dunning while you sleep
Overloop takes sales reminder automation a step further with its integrated AI engine. It identifies the leads corresponding to your KPI, writes your follow-up e-mails and launches the sequences... while you concentrate on your other tasks. Key features include
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automatic detection of relevant contacts,
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generation of personalized e-mails from social profiles and websites,
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analysis of response rates, effective niches, and best-performing mail objects.
Overloop helps you follow up your prospects smoothly, accurately and, above all, profitably.
Overloop AI
Sales reminders, at the heart of your sales strategy
As you can see, sales reminders are essential if you want to increase your sales. The secret is not to be too insistent, but to choose the right people and the right timing!
Although time-consuming, it remains essential to the smooth running of your sales activity. Fortunately, there are tools available to automate and optimize your campaigns with increasingly intuitive functions.
Article translated from French