Sales Follow-Up Emails to Convert Leads Into Customers

Bringing in new leads for your business is a great feeling. However, you don’t want to be so focused on finding new leads that you start to ignore existing prospects. Although these leads have already entered your sales funnel, they may still be waiting for information before making a purchase. That’s why the sales follow-up email is essential to turn prospective buyers into paying customers.

Personalized, well-timed emails help to engage leads and keep them interested in your product or service. But with leads at so many different stages of the sales pipeline, figuring out when to send these emails and how to word them can be confusing.

In this post, we’ll look at several follow-up email templates that can be used by many types of businesses. These emails target leads at various stages of the sales conversion process, including:

  • Those who are waiting on requested information
  • Those who need an extra push to engage with your company
  • Those who are ready to make a purchase and need to know what the next step is
  • Those who have already made a purchase and may be ready to buy again

Keep reading to learn how each of these email templates can be used to keep the sales conversation moving forward.

Email Template for New Leads Who Completed a Web Form

This template is for that first interaction after a prospective customer fills out a form on your website. They may be requesting more information or signing up to receive a newsletter, e-book or promotional item. After your web-to-lead form captures their contact details, you can send this email in response.

Hi [name],

Thank you for your interest in [product or service]! As requested, we will be sending you a free copy of our brochure that provides details about this exciting new opportunity.

Please look over the available information, then contact our sales representatives if you have any additional questions or would like to make a purchase.

Thanks again!

[Signature]

Email Template for Leads Who Haven’t Responded or Shown Interest

Almost every sales representative has a list of ghost leads. These are prospective customers who filled out a form or requested information — and then vanished. They never responded to your first email and haven’t taken further action, so you have no idea what they may desire at this point in time. This email template restarts the conversation and nudges them to respond.

Hi [name],

This is [your name] from [company name]. I wanted to touch base with you to find out whether you had time to read the brochure and to see if you have any questions I can answer.

If you want to talk more or move on with the next step, you can reach out to me via email or call me at [phone number].

I look forward to speaking with you.

Regards,

[Signature]

Email Template for Interested Leads Ready to Make a Purchase

These are the leads that every sales representative is excited to follow up with. The person responded to your previous emails and has shown a solid interest in your company. Now you want to send an email to convert their interest into a sale while providing awesome customer service.

Hi [name],

Thanks again for the great conversation we had regarding the [products/services] that [company name] offers. Hopefully, you had a few minutes to go over the brochure information and consider what a great fit this could be for you/your business.

Let’s move on to the next step! Contact me at your convenience to [set up a meeting/place an order] so you can start using our [products/services] as soon as possible.

Regards,

[Signature]

Email Template for Existing Customers Who May Purchase Again

The sales cycle doesn’t end after you close the deal. In fact, building loyalty with existing customers is just as important as finding new leads.

Schedule reminders for yourself to follow up with past customers to see if they are interested in purchasing from your company again. As you introduce new offerings, you may also find opportunities to cross-sell or upsell customers on something that will complement their previous purchase. Use this email to reach out after they’ve had time to use your product or service.

Hi [name],

Thank you for your previous purchase with our company! I hope you’re enjoying your [product/service].

I wanted to reach out to you in case you needed to purchase the [product/service] again. We’re currently offering a special deal for loyal customers that you may be interested in. We have also expanded our lineup of [products/services], so you may find other items that fit your present needs.

I invite you to browse through our website to check out our new [products/services]. If you would like to place an order, you can get in touch with me directly at [phone number].

Regards,

[signature]

Make the Most of Your Sales Follow-Up Emails

When writing a follow-up email, keep it concise, make your point clearly, and entice the customer to take action. The templates provided here are a great starting point, but of course, you can personalize them to better suit your business. Once you find what works, you can look forward to closing more sales and creating happy, long-term customers.

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