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


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.


  1. 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.

  2. 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?

  3. 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.

  4. 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!

  5. 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.

  6. 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! 😉

  7. 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.

  8. 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!

  9. Hi Erik,

    Thank you so much for sharing this article. I’ve been wanting to read up on how to follow up successfully with email subscribers.

    Everyone says “you got to build a list” yet it is just as important to know what to do with the list.

    I agree with most of the suggestions like make sure you are being helpful, maybe providing content that you know your subscribers will like. Obviously you don’t want to be too pushy.

    I’m not sure if I would want to implement the strategy about asking someone if they don’t want to hear from me anymore. I can see this may be helpful if you are working directly with an individual lead and personally emailing someone. Otherwise, it is just so easy for them to click the unsubscribe button.

    All in all a very good article. Thank you for sharing it with us here on Kingged.

    Take care my friend,