Marketcircle Blog 3 Effective Follow Up Email Approaches To Close More Deals
Marketcircle Blog

3 Effective Follow Up Email Approaches To Close More Deals

Closing Deals  May 27, 2019  admin

So you’ve sent out a massive batch of cold emails, and you’ve hit a below-average response rate. Before you go back to your initial template and start thinking what may have gone wrong — start working on your follow up email.

Nearly half of marketers simply quit when faced with a negative or no response to their cold email campaigns. 

The way we see it, follow up messages are as important as the first emails that are meant to break the ice. In this article, we’re going to look at a few effective approached towards wording your follow up emails that will considerably increase your conversion rates. 

3 effective follow up emails to help you close more deals

Why you should follow up

You may be wondering why you should be sending extra messages when you haven’t received an answer in the first place. Doesn’t that make you annoying and create a bad rep for your business? The numbers suggest the opposite. 

A case study published by SalesFolk suggests that over 90% of sales were generated with the help of follow up emails. Furthermore, over half of the replies were generated after the fourth(!) follow up email. 

It’s pretty much evident that if you’re not intending to get back to your customers after you’ve reached out the first time, you might as well throw your email list out the window. 

The underlying principles

To some extent, follow up emails aren’t very different from your initial messages, they share a wide range of principles: 

  • They need to be very short, but it’s essential to make your second message even shorter
  • They mustn’t falsely advertise
  • They need to convey value for the recipient

Once you’re sure that all the boxes above are ticked, you can get down to style and text. When you’re working on your templates, it’s essential that you make it easy for your recipients to answer. Ask straightforward, clear questions. Very often loaded and cryptic messages will simply dissuade your potential customers from responding. 

Approach #1 — Brevity is key

As we previously mentioned, being brief is essential when it comes to cold emails, and as SalesFolk’s case shows, your leads may simply receive your first email at an inconvenient time, which implies that you just need to remind them that you’ve sent them a message before. 

Here is a simple option you can explore: 

{Recipient_Name}, how are you? 

I sent you a message two days ago. I’m reaching out because I’m confident that our company can help you {solve pain point}. 

Would you find it comfortable if I got in touch with you next week and discuss how we could make that happen?

Thank you!

Cordially, {Sender_Name} 

“It’s always a good idea to refrain from asking open-ended question when following up. When it’s “yes” or “no” and little in between, it allows your potential customers to give you a quick answer.” — Jenna Humphrey, Marketing Specialist at

Approach #2 — Stun them with your honesty

When you’re sending a cold email, you’re engaging into a social contract with the person on the other side. When sending a follow up message, you can slightly shock them by stepping out of the etiquette established by the social contract you’re engaged in to get an answer. Here’s how you can approach this: 

Hi, {Recipient_Name}

I’m really not a big fan of spammy emails, and I assure you this isn’t one. I’m reaching out because I’m certain that {Sender_Company} has a quick and inexpensive solution to {pain point}. 

Would it be ok if I contacted you next week to tell you more? 

Approach #3 — Make it very simple for them

When you carefully study your email list, you’ll typically notice that the vast majority of people there are executives and people that are often pressed for time. They might want to use your services, but the problem is they can’t answer it “right now,” which infers that your email will eventually drown in a heap of other emails from people trying to advertise their services. 

There is a fairly simple solution to this issue — give them numbered options, so that they can bypass cordiality and get straight to the point. As straight as possible. Here’s how you can approach this:

Hello, {Recipient_Name},

I reached out a few days ago regarding helping your company {solve pain point}. I’m perfectly aware that there’s just a step between being persistent and annoying.

I respect your time, so could you just answer with 1, 2, or 3 so that I know whether I should reach out later on?

  1. I find your offer interesting – let’s schedule a meeting
  2. This isn’t really a good time – get back in a month or two
  3. I don’t find this useful. Please don’t follow up any longer

Let me know which option suits you best.

Thank you!


The truth is that there’s no universal email that’s going to work for everyone. Rather than merely copying these templates try adapting to your target audience’s liking — use some niche lingo, address their pain points with understanding and show them that you’re versed in the field. 

The most important thing is to have a thorough strategy regarding your follow up emails. Not doing so will simply lead you to “under-extracting” value from your database. 

About the author
Adriana Veasey is a talented writer and a regular contributor at She is passionate about marketing, sales, and human psychology.

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