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How To Write a Follow-up Sales Email That Doesn’t Suck

Profile photo of Erik Emanuelli Submitted by Erik Emanuelli July 6, 2016

Today’s successful B2B sales teams focus on building strong, trusting relationships with buyers before they even think about pitching.

It’s only after your prospects truly believe that their success is your priority that they’ll consider closing a deal with you.

When consumers regularly receive useful content and insights from you, they naturally begin to trust you and advance towards sales-readiness.

Then it’s time for writing a good sales email, but how do you do that?


This type of lead nurturing hinges on the sales rep’s ability to keep the conversation going. But you obviously need to maintain this flow of mutual sharing without pestering anyone to the point of turning them off. So how do you accomplish that? You can only write, “Just wanted to follow up with you” so many times.

When trying to close a sale, the last thing you want to do is leave a bad taste in your customer’s mouth by sending constant sales follow-up emails with the same boring message. This can not only ruin your chances of making an immediate sale, but it can also trigger them to speak poorly about your brand and effectively damage your potential to do business in the process.

If you can follow up in a way that isn’t pushy, by instead engaging leads in a transparent, personal and helpful manner, it will strengthen the relationship, build brand equity, keep you top-of-mind, and help advance the buyer along the funnel.

Here are a few powerful techniques for writing follow-up messages that aren’t annoying.

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Profile photo of Erik Emanuelli
Blogger, Traveler, Entrepreneur. Writing about blogging and internet marketing on NoPassiveIncome (running also some other niche sites). Founder of, an emerging blogging community.

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30 Responses to “How To Write a Follow-up Sales Email That Doesn’t Suck” Leave a reply ›

  • Profile photo of Dave Profile

    Hello Erik and Peter,

    I agree a lot with the tips here, particularly the first tip of being genuinely friendly.

    It’s also true that it’s usually pretty easy to read someone’s tone in their emails and social media posts. I can notice when an email has a happy tone or even desperate tone.

    I don’t like desperate sounding emails, but I hear desperate sounding emails with urgency in them get sales.

    Thanks for these 3 tips to writing follow-up sales emails that don’t suck.

  • Profile photo of Kelly Clark Profile

    I don’t like writing emails that suck. So, thanks for the tips! 😛

    But seriously, follow up sales emails can be deall makers or deal breakers so having the proper tone and following up in a helpful non intrusive manner as you suggested is absolutely essential.
    Kelly Clark recently posted…What is an OTA/COTA or Certified Occupational Therapy Assistant?My Profile

  • Profile photo of Anju Jerry Mathew Profile

    Emails are still among the most personal ways to reach people and it still works, despite social media.

    I am not so sure though about emailing prospects to ask them whether you should stop contacting them.

    Isn’t that what the unsubscribe button is for?

    Or am I missing something?
    Anju Jerry Mathew recently posted…INSPIRATIONAL QUOTESMy Profile

  • Profile photo of James Ling Profile

    Hi Erik,

    I like the creativity in the title of this post.

    Who won’t like to know how to write a follow up sales email that doesn’t suck, right?

    That’s a creative title for sure. It has given me ideas :)

    The tips will also come handy for me when writing follow up sales emails.

    Thanks for sharing this.

  • Profile photo of Amit Sharan Profile

    These are good tips for companies who are serious about reputation and building brands, but am not so sure everyday Internet marketers gurus obey or follow these.

    For example, I am on email lists where marketers email every day to sell stuff.

    Some email several times a day. They don’t seem to care if their subscribers get pissed off or not.

    What’s sad is that they are making a lot of sales this way. And they don’t care since they keep making sales.

    What gives?

  • Profile photo of Black Profile

    As you have outlined in your article, follow-up is a pivotal part of building lasting and effective relationships with your clients. Frequency and duration are critical seeds to allow for such relationships to blossom.

    How often do you keep in touch?

    ..And for how long?

    The more often you keep in touch and the more meaningful you make each encounter, the stronger your bond will grow.

    It’s a simple act of being present for your desire to enrich another’s life. Trust and respect are natural byproducts which will pay you dividends in many years to come.

    Write. Then write some more. And not just for the sake of writing.

    Write to connect. To share. To uplift. To create new possibilities. Even if your pen may be an instrument of dark occult powers. Like a magic wand. Let the light be your guide.

    Let the words flow your heart. Shake the apple tree and let the apples fall where they may.

    Oh, one more thing.

    Know when to stop, but keep going.

  • Profile photo of Sunday William Profile

    Hi Erik,

    This is a cool presentation. Follow-up sales email should be created minding relationship building. There is a great takeaway in this submission

    If you can follow up in a way that isn’t pushy, by instead engaging leads in a transparent, personal and helpful manner, it will strengthen the relationship, build brand equity, keep you top-of-mind, and help advance the buyer along the funnel.

    I could agree more with you.

    Its all about building a solid relationship! Marketers must relate to the pain points of the audience and constantly making themselves available in the “message” of the follow-up email.

    Surely, the three techniques discussed readily provides powerful insights in creating the best follow-up sales the audience!

    Thanks for sharing this awesome piece!

    • Profile photo of Erik Emanuelli Profile

      Correct, Sunday.
      It’s all about building solid relationships.
      That’s my strong point of view.

      Your mailing list, after all, sould be your first, solid, base of fans!

      Thanks for checking this post and sharing your views.
      Erik Emanuelli recently posted…AboutMy Profile

  • Profile photo of Howard D. Bray Profile

    The best tip for me here is that of being genuinely friendly always.

    Even if someone doesn’t want to buy at the first time, they can be persuaded with friendly words and reminders, rather than angry or frustrated words.

    This has happened to be before, it’s definitely true that friendly words and reminders work.

  • Profile photo of Kelly Matthews Profile

    These are really good tips for writing follow-up sales emails.

    I think these will work too with normal sales emails, not just follow-up sales emails.


  • Profile photo of Sherman Smith Profile

    Hey Erik,

    Following these tips will have you come across more transparent and relatable.

    They basically go along with the principles that was taught in Dale Carnegie’s book “How To Win Friends And Influence People”.

    It works in business and these principles work in our daily lives.
    Sherman Smith recently posted…Why Solopreneurs Struggle With Generating Blog TrafficMy Profile

  • Profile photo of Ivana Dee Profile

    It’s good to know that you also mention about constant communication because, even if we have killer follow up emails but if we only have 5 of them in a year, they will forget us and the open rate will be very low

  • Profile photo of Celine Profile

    Hey Erik,

    Indeed, Asking Openly if You Should Stop sending an email message sounds awkward but it should be effective if done politely and timely. The explanations made under this point are revealing and I think it is my best takeaway from this post! 😉

  • Profile photo of Sarah John Profile

    Writing a follow-up sales email is very vital to reinforce credibility and value. The problem is that most marketers fail to do the needful with regards to follow-up sales email.

    To make the most of the follow-up mail, it becomes necessary to clear, convincing and interactive!

  • Profile photo of Marie Yovcheva Profile

    Thanks for sharing these tips Erik, I believe that sometimes we get stuck and not really sure what else to say other than the normal “Just following up”

    I like the tip of just openly asking them if they’d want us to stop sending emails, that’s an easy yes or no question and if they don’t want the emails, no biggie, right? But if they do want the emails, I’d say that’s a good sign they are still interested.

  • Profile photo of Lawrence Berry Profile

    When it comes to building a relationship, it’s about being a good friend. Someone who is trustworthy and can build rapport. These are some great tips given in this article. Always being friendly and mindful of the customers wants and needs will get you a long way. Great post!
    Lawrence Berry recently posted…6 Habits of Extremely Happy PeopleMy Profile

  • Profile photo of HonWai Profile

    I never forget the first affiliate sales I made by building friendship with my subscribers. One of my subscriber response to my follow email, and emails going back and forth a few times. I recommended a product in one of the email, a product which I’m using, and he bought the product after reading my email.

    It’s really fulfilling, not because I made a sale, but because of the feeling of being trusted.

    Thank you so much for sharing, Erik. Totally agree with you email marketing is all about relationships. I learned that from the great experience. Love the part when you say we should ask if we should stop the emails. I got to try that. Thanks!

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