Master follow-up emails with 7 expert-backed B2B sales tactics to boost replies, conversions, and pipeline performance.

Major Takeaways: Follow-Up Email Best Practices

Speed Wins: Respond Within Minutes

Leads contacted within 5 minutes are up to 100x more likely to convert. Fast follow-ups show reliability and give you a competitive edge.

Persistence Pays: Don’t Stop at One Email

80% of sales require 5+ follow-ups, yet 44% of reps give up after the first. A respectful follow-up cadence keeps you top of mind.

Cadence Counts: Space Emails Strategically

Avoid daily nudges. Emails sent 2–3 days apart perform better than those sent the next day. Optimize timing across weeks—not just hours.

Personalize or Get Ignored

Personalized emails get 29% higher open rates and 41% higher click-through rates. Mention names, pain points, and specific details from past conversations.

Always Add Value: No “Just Checking In”

Include helpful content, insights, or quick wins in every follow-up. Over 50% of buyers choose vendors who offer relevant info first.

Use Templates, but Customize Them

Templates save time—but modify at least 20–30% of each message. Use them as structured guides, not lazy scripts.

Proposals Need Follow-Ups Too

60% of clients never respond to proposals unless followed up. Summarize benefits, address objections, and suggest the next steps in your follow-up.

Introduction

B2B sales aren’t won on the first contact – the fortune is in the follow-up. In fact, 77% of B2B buyers prefer email communication when receiving follow-ups(1), making the humble follow-up email one of the most powerful tools in your sales arsenal. Yet many sales opportunities slip through the cracks due to poor follow-up habits. We’ve all been there: a potential client shows initial interest, but after the call or demo, they go quiet. What you do next can make or break the deal. Should you send a quick email recap? How soon is too soon to follow up? How many follow-up emails are too many? This guide tackles these questions head-on.

In this post, we’ll explore 7 follow up email best practices that drive B2B sales success in 2025. Each best practice is backed by data (so you know it works) and actionable tips (so you can implement it). As a sales leader or marketer in SaaS, IT, telecom, or any B2B field, you’ll learn how to craft follow-up emails that convert more prospects into customers. We draw on Martal Group’s outbound sales expertise throughout – with years of experience in B2B lead generation, Martal has seen what works in follow-ups and what doesn’t.

Ready to boost your sales pipeline and never let a warm lead go cold? Let’s dive into the seven best practices that will elevate your follow-up emails, complete with examples, templates, and the latest stats. By the end, you’ll be equipped to write follow-ups that get responses and drive revenue – and we’ll show how Martal Group can help you scale these efforts as your growth partner.

(Now, let’s get into the best practices – and remember, each section highlights a key stat worth turning into an infographic or a reminder for your sales team.)

1. Follow Up Email to Prospective Client: Speed Is Critical

Leads contacted within 5 minutes are up to 100 times more likely to convert into customers.

When it comes to follow-up emails, speed is everything. In B2B sales, the vendor who responds first often wins the deal. Why? Because your prompt follow-up signals reliability, professionalism, and eagerness to help – all qualities that impress a prospective client. Don’t let that interest fade: reach out while your solution is still fresh in their mind. Research shows that acting quickly can dramatically improve your chances of engaging a lead. Leads contacted within 5 minutes are up to 100 times more likely to convert into customers(1). That’s not a typo – a rapid follow-up can make the difference between a deal and a missed opportunity.

Why does a fast follow-up email to a prospective client matter so much? First, response time capitalizes on the prospect’s peak interest. For example, if a potential client just filled out a demo request on your website, they are likely evaluating solutions right now. Reaching out immediately with a follow-up email (and perhaps a call or LinkedIn message) positions you front-and-center while competitors are still drafting their replies. In fact, over 35–50% of sales go to the vendor that responds first to a buyer(1). In practical terms, this means if you receive an inquiry or meet a prospect at 3:00 PM, you shouldn’t wait until the next day to follow up. A quick thank-you email by 3:30 PM with a summary of your discussion or an answer to a question they asked can set you far ahead.

Speedy follow-ups are also crucial for inbound leads and proposal situations. If you’ve sent a sales proposal, don’t just sit and hope – follow up quickly to keep the momentum. (We’ll talk more about proposal follow-ups in Best Practice #7, but it’s worth noting here: 60% of clients never respond to a proposal without follow-up(2).) A prompt “Just sent the proposal – thank you for the opportunity, and I’m here to answer any questions” email can nudge your prospect to review and reply, rather than letting your proposal languish in their inbox.

Best practices for speedy follow-ups: Set up alerts or use your CRM to notify you the moment a new lead comes in or a prospect takes an action (like opening an email or downloading a whitepaper). Many sales teams even implement the 24-hour rule – always send the first follow-up email within 24 hours of the initial interaction(7). In our experience at Martal Group, we push for even faster when possible. We often prepare a follow-up email template in advance (such as a template to recap a discovery call) so it’s ready to personalize and send immediately after the meeting. The key is to strike while the iron is hot. A follow-up email to a prospective client that arrives quickly shows them you’re proactive and attentive, which builds trust from day one.

Pro tip: If you can’t personally follow up right away, use tools to your advantage. An email scheduling tool can send a pre-written follow-up on your behalf if you’re tied up. Just make sure any automated follow up templates are customized enough to not feel robotic. The last thing you want is a generic “Thank you for your time, [Name]” email that feels mass-produced. We’ll cover personalization in detail later, but even in a speedy follow-up, find one thing to personalize – mention a specific pain point the prospect raised or an insight from your call. This shows that even though you responded quickly, you also paid attention to their unique needs.

In summary, respond fast. A potential client follow-up email that arrives sooner rather than later vastly increases your odds of making a connection. You’ll demonstrate professionalism and gain a competitive edge. As the stats prove, speed is one of the simplest ways to boost your follow-up success – and it costs nothing. So, the next time you engage a new prospect, aim to be the first in their inbox. They’ll appreciate your promptness, and you’ll be one step closer to a deal.

2. Potential Client Follow Up Email: Persistence Pays Off

80% of sales require 5 or more follow-ups to close, yet 44% of reps stop after just one attempt.

If there’s one golden rule in sales follow-ups, it’s this: be persistent (but polite). Many sales reps give up too early, sending just one follow-up email and never hearing back – then assuming the prospect isn’t interested. The reality is that decision-makers are busy, and your initial email might get lost or put aside. It often takes multiple touches to get a response. Consider this eye-opening statistic: 80% of sales require five or more follow-ups to close(3). Yet, nearly half of salespeople stop after just one attempt(3), leaving money on the table. Persistence, when done respectfully, is truly the name of the game in B2B follow-up emails.

Think about your own experience – how often have you intended to reply to someone, but got distracted or forgot? Your prospects are no different. A potential client follow-up email sequence should include several touchpoints. Martal Group’s outbound sales teams, for instance, routinely plan 5-7 follow-up emails for each prospect as part of a cadence (spread over a few weeks). We know from our campaigns that each touch can elicit a response that the previous one didn’t. In fact, just sending a second follow-up email can increase reply rates by almost 50%(1). The first follow-up might bump your email thread back to the top of their inbox; the second or third might catch them at a moment when they have time to respond. Consistent, friendly reminders keep you on their radar without being overbearing.

To execute persistent follow-ups effectively, plan a follow-up schedule from the start. For example, if you send the initial outreach on a Tuesday, plan a second follow-up email for the end of the week (if no reply), then another early the next week, and so on. Here’s a sample follow-up cadence for a potential client (assuming no responses yet):

Day 0: Initial outreach (your intro email or call).
Day 2: First follow-up email to prospective client, referencing the initial message and offering additional info or asking a gentle question.
Day 5: Second follow-up email, perhaps sharing a relevant case study or testimonial (more on adding value in a later section).
Day 10: Third follow-up – a brief “checking in to see if you had a chance to consider…” with a fresh angle (e.g., new insight or a question).
Day 15: Fourth follow-up email, maybe introducing a new piece of content or a success story relevant to their industry.
Day 21: Fifth follow-up email, a polite “break-up” or last attempt – expressing understanding that they’re busy and asking if you should stay in touch or if their priorities have changed.

This is just an example; you’ll want to adjust timing (we’ll discuss optimal timing in the next section) and the number of touches for your context. The key is not to give up too soon. As one famous follow-up statistic goes, only 2% of sales are made on the first contact, and the vast majority happen after multiple follow-ups(3). By being in that persistent 8% of reps who actually follow up five times or more, you dramatically increase your chances of success.

However, persistence must be balanced with professionalism. You do not want to spam or harass your prospect. Each follow-up email should have a purpose and a courteous tone. Vary your messaging – don’t just send “Just following up on my last email” five times. Perhaps the second follow-up offers new information (“I thought you might find this report interesting…”), the third asks a question (“Did you have any feedback on the proposal?”), and so on. This way, you’re providing multiple touchpoints and multiple reasons to respond.

Also, mix up your channels if possible. While this article focuses on email best practices, a quick phone call or a LinkedIn message as one of your follow-ups can be very effective. A study found that a multi-channel approach (combining email, phone, LinkedIn) can result in 28% higher conversion rates than email alone(6). For example, you might send two emails, then on the third follow-up, give a courteous call or voicemail, then follow up that call with another email. Sometimes hearing a human voice or seeing a LinkedIn connection can prompt a response where emails failed.

Bottom line: don’t be among the 44% of reps who quit after one follow-up. Persistence pays. As long as your follow-up emails remain respectful, value-focused, and spaced out appropriately, most prospects won’t view them as annoying. On the contrary, many will appreciate the gentle reminders. In fact, around 12% of buyers actually value persistence – they expect a company to keep trying and find it reassuring when you do(1). The potential client you’re emailing might just be waiting for that second or third nudge to finally reply and say, “Sorry for the delay… let’s talk.” Stay politely persistent, and you’ll convert more business leads into deals.

3. Follow Up Email for Prospective Client: Timing Your Cadence Matters

Following up the next day can result in 11% fewer replies than waiting 2–3 days.

Persistence in follow-up is crucial, but timing – when you send those follow-ups – is equally important. Sending too many follow-up emails too quickly can irritate prospects, while waiting too long can cause them to forget who you are altogether. Mastering the cadence of follow-up emails for prospective clients means finding the sweet spot in between. So, how should you time your follow-ups? Let data guide you: one study found that following up the very next day can lead to 11% fewer responses, whereas giving prospects 2–3 days before the next touch yields better reply rates(1). In other words, avoid next-day follow-up in most cases – a short breather can improve your chances of engagement.

A general rule of thumb for email follow-up cadence is to start with a shorter gap and then gradually increase the spacing with each subsequent email. For instance, you might wait 2-3 days after your first email to send the second, then maybe 4-5 days before the third, a week before the fourth, and so on. This approach respects the prospect’s time and avoids flooding their inbox, while still keeping you on their radar. It aligns with human psychology – a prospect might ignore one email, but by the time your courteous reminder arrives a few days later, they realize you’re patiently following up rather than pushing too hard.

Consider this timing strategy for follow-ups:

1st follow-up: ~2 days after initial contact (quick enough to show interest, but not so quick as to be overbearing).
2nd follow-up: ~4 days after the first follow-up (giving a bit more time, possibly crossing into the next week if timing around a weekend).
3rd follow-up: ~7 days after the second (about a week later, showing you’re still interested but not desperate).
4th follow-up: ~10-14 days after the third (around two weeks later, if you’re still getting no response, spacing out to avoid annoyance).
5th follow-up and beyond: ~2-3 weeks after the last touch (at this stage, you’re likely sending a final check-in or moving to monthly check-ins if the lead is still semi-warm).

The above is not a rigid schedule, but a framework. Always adjust based on the context. For example, for a hot inbound lead who requested info, you might tighten the early gaps (day 1, day 3, day 7) because you know they’re actively interested right now. Conversely, for a cold outbound prospect, you might spread out a bit more. Also, be mindful of business days – sending a follow-up on a Friday afternoon might not get seen until Monday, so in some cases waiting until Monday to send could be better.

Timing within the day can also impact your success. The time of day you send a follow-up email can affect open and reply rates. Research has found that certain times are optimal. According to an analysis of millions of sales emails, the best time to send a follow-up email is around 10–11 AM, while around noon (12 PM) is the worst time to send one(1). Late morning appears to catch people as they settle into work, but before lunch breaks distract them. There’s also a noted spike in reply rates at around 1 PM, shortly after lunch(7). What does this mean for you? Try scheduling your follow-up emails to land in prospects’ inboxes mid-morning or early afternoon, when they’re most likely to notice and respond. Avoid hitting send at the stroke of noon or late in the evening; your message could end up buried.

Best days of the week matter too. Studies often cite Tuesday and Thursday as strong days for email engagement(1). Monday can work for a follow-up (people are checking emails, though sometimes swamped), and Friday is iffy (many are wrapping up the week). If you sent your initial email on a Monday and heard nothing, a nudge on Thursday might catch them at a good moment. If you emailed on Wednesday, maybe tee up your next follow-up for Friday or the following Tuesday. Essentially, aim for mid-week touches when possible for higher visibility.

Now, timing also involves knowing when to stop or pivot. While persistence is key, there comes a point where continued follow-ups yield diminishing returns (and risk annoying the prospect). If you’ve sent, say, six or seven polite follow-up emails over the course of a month or more with no response at all, it might be time for a break. You could send a final “break-up email” that politely lets them know you won’t keep bugging them. Something along the lines of: “I understand now might not be the right time. I don’t want to clutter your inbox, so I’ll step back for now. If I can be of help in the future, please know I’m here as a resource.” This kind of email can sometimes prompt a response (either an apology for not replying or a confirmation that they’re not interested). Either way, it lets you bow out gracefully and perhaps circle back in a few months.

One more timing tip: respond promptly to any replies you do get. If your follow-up email does its job and the prospective client replies with a question or request, restart the clock and be quick on that response. The cadence advice above is for when you’re not getting replies. Once engagement starts, timely back-and-forth is critical (as we noted in Best Practice #1 about speed).

To sum up, optimize your timing. A follow-up email for a prospective client should feel timely and relevant, not rushed or random. By spacing your follow-ups strategically (a couple of days, then a few more, then a week, etc.), you respect your prospect’s time and increase the likelihood that your message gets a thoughtful look. Combine that with hitting their inbox at high-response times (mid-morning, mid-week), and you’ve got a recipe for a well-timed cadence. Good timing shows professionalism – it subtly tells the client you’ve done this before and you understand how to engage busy people like them. And that impression can be just as important as the content of your emails.

4. Don’t Send a Generic Follow Up Email Template to Client – Personalize Every Message

Personalized emails generate 29% higher open rates and 41% higher click-through rates.

Nobody likes receiving a cookie-cutter email that feels like it was blasted out to a hundred others. That’s why the next best practice is all about personalization. Even if you’re using a template or sample as a starting point, every follow-up email should be tailored to the individual client and conversation. Generic follow-ups are easy to spot – and easy to ignore. On the other hand, a personalized follow-up email that speaks to the prospect’s specific interests or pain points will grab their attention. In fact, personalization has a measurable impact: personalized emails get 29% higher open rates and 41% higher click-through rates on average(4). People respond when they feel you’re speaking directly to them and not just sending a mass “Dear Customer” email.

How do you personalize effectively? Start with the basics: use the prospect’s name and their company name in your email and subject line. It sounds obvious, but you’d be surprised how many follow-ups skip this or, worse, use the wrong name due to sloppy copy-pasting. Next, reference your last interaction. For example: “Hi Jane – I enjoyed our conversation last week about streamlining Acme Corp’s cloud infrastructure.” This immediately shows the email isn’t random; it’s a continuation of your relationship. Mention something specific the prospective client shared, like a goal or challenge: “You mentioned that reducing manual data entry was a priority this quarter.” By reiterating that, you demonstrate you listened and care about their particular needs.

If you haven’t had a call yet (maybe you’re following up on an email outreach), personalize by researching the prospect. Look at their LinkedIn, their company news, or industry. Then weave in a tailored remark: “Congrats on the recent product launch your team announced!” or “I saw your CEO’s post about cybersecurity – it got me thinking about how our solution could help you on that front.” These small touches differentiate your follow-up email from the generic ones. It tells the client, this email is for you, and only you.

Now, it’s fine to start from a template – in fact, we encourage having templates (we’ll discuss that in the next section) for efficiency. But customize at least 20-30% of any template with personal details. Even swapping out a sentence or two can make a huge difference. For example, if you have a follow up email template to client prospects after a demo, that template might have a generic body. You could modify one paragraph to say, “Based on your question about integration with Salesforce, I’m including a brief overview of how our platform syncs with CRMs.” Suddenly, that email speaks directly to their query, not just a general pitch.

Here’s an approach Martal Group’s sales reps use: we keep a “personalization checklist” for follow-ups. Before sending, we quickly ask: Did I mention the person’s name? Their company? Did I reference a specific detail from our last touch? Did I tailor the value proposition to their situation? This quick check ensures even our fastest follow-up isn’t devoid of personal touch. Yes, it takes a minute or two more per email, but the results are worth it. A personalized follow-up shows respect for the potential client’s uniqueness and signals that we’re treating them as a valued individual, not just a line in a CRM.

Let’s illustrate with an example. Imagine you have a sample follow up email to a prospective client that you found online or in your company’s playbook. It might read something like:

“Hi NameName, I’m just checking in to see if you had any thoughts on our proposal. We at [Your Company] are excited about the possibility of working with [Client Company] and believe we can add significant value. Let me know if you have any questions or if you’d like to discuss further.”

On its own, that’s generic. Now, let’s personalize it:

“Hi Jane, I hope your trip to the Gartner conference went well! I’m following up as promised on the cloud integration proposal we discussed for Acme Corp. In the proposal, we outlined how our solution could eliminate up to 5 hours of manual data entry per week for your ops team – addressing the efficiency gap you highlighted in our last call. We’re excited about the opportunity to help Acme streamline your process (especially after hearing about the challenges you face with Salesforce data sync). If you have any questions after reviewing, I’m here to clarify. Also, if you’d prefer a quick call to go over any part of it, I’d be happy to schedule that at your convenience.”

See the difference? The second email references her conference (personal detail), the specific problem (manual data entry, Salesforce sync), the company’s name and context, and offers help. Jane reading that will immediately recall the conversation and feel that the email was crafted for her – because it was. It doesn’t feel like a templated “anyone could have gotten this” message.

A handy tactic for personalization is to incorporate social proof or data relevant to their industry. For instance, “One of our other clients (a fintech firm similar to yours) recently automated their data entry and saw a 30% reduction in errors. I thought that might be interesting to you given our discussion.” This not only personalizes by relevance, but also provides value (which segues to our next section on adding value). It shows you understand their industry and are considering solutions in context.

Avoid generic phrases like “Hope you’re doing well” or “Just following up” without substance. Instead of “just following up,” say why you’re following up in a way that relates to them: e.g., “Following up on my offer to send you that case study on retail analytics – here it is attached.” That one sentence personalizes the follow-up by referencing a prior offer or request.

One more thing: tone can personalize too. If your prospect was very friendly and informal on the call, you might adopt a slightly more casual tone in your email (“Hi Jane – how’s it going?”). If they were all business, keep your tone crisp and formal. This is a subtle form of mirroring that can make the client feel understood. We want to match their vibe while still being ourselves.

In summary, ditch the one-size-fits-all approach. Even if you’re using the best follow up email template to client prospects, it won’t perform well unless you adapt it. Personalization shows you’re invested in their success, not just a sale. And as the stats show, it leads to higher open rates and engagement. When a prospective client senses that you’ve taken the time to write to them personally, they’re far more likely to respond. Think quality over quantity: a few well-crafted, personalized follow-up emails will outperform dozens of generic copy-pastes every time.

5. Add Value in Every Follow-Up (No “Just Checking In” Emails)

Over 50% of buyers choose the vendor who provides relevant information first.

One of the biggest mistakes in follow-up emails is sending messages that do nothing but ask the prospect for something – a reply, an update, a decision – without offering anything in return. You’ve probably seen (or sent) emails that say, “Just checking in to see if you had a chance to look at my last email?” While the intent is to remind the prospect, an email like that doesn’t give them a compelling reason to respond. In 2025, every follow-up email should add value to the potential client. In fact, the best examples of follow-up emails to clients all share one thing in common: they offer something useful, whether it’s new information, insights, or resources that help the client, rather than just nagging them for a reply.

Adding value can take many forms. Here are a few actionable ideas to ensure each follow-up is worth your prospect’s time:

Share relevant content: Send a link to a blog post, whitepaper, or case study that addresses a challenge your prospect mentioned. For example, “Since we last spoke about improving your email open rates, I’m sharing a quick guide on 10 email subject lines that boosted open rates by 20%. I thought you’d find it useful.” This turns your follow-up into a helpful tip rather than just a reminder.
Provide new insights or data: If you have industry research or a statistic that might interest them, include it. E.g., “By the way, I came across a new Gartner report showing 58% of CIOs plan to invest more in cybersecurity this year(5). It reminded me of our discussion on data security – I can send you the snippet if you’re interested.” You’re positioning yourself as a resource for relevant insights.
Address unanswered questions or concerns: If in your last interaction the prospect had a question you couldn’t fully answer on the spot, use a follow-up to answer it thoroughly. “You asked about integration with your legacy system – I checked with our tech team and we can absolutely support it. In fact, attached is a one-pager outlining how we integrate with systems like yours.”
Offer a small audit or consultation: This is especially useful in B2B services. For instance, “I took a quick look at your website’s SEO (hope you don’t mind!). I noticed a couple of quick fixes that could improve your ranking. I’d be happy to share those insights if you’re interested.” Now your follow-up is immediately providing value for free.
Give a testimonial or success story: Share a brief story of how another client (especially if it’s in the same industry or with a similar problem) benefited from your solution. “One of our e-commerce clients struggled with abandoned carts too – we helped them implement a follow-up sequence and they recovered an extra 15% of sales. It made me think, we could potentially do something similar for your team.” This adds value by painting a picture of potential success.

By doing one of the above in each email, you transform your follow-ups from “nagging” to nurturing. The prospect starts to see you as someone who is trying to help them, not just sell to them. This goes a long way in building trust. According to a B2B buyer survey, over 50% of buyers choose the vendor that responds first with relevant information(5). Notice the emphasis on relevant information – it’s not just speed (we covered speed in Best Practice #1), it’s also substance. Buyers reward salespeople who educate and enlighten them throughout the buying process.

On the flip side, avoid the dreaded “Just checking in” or “As promised, I’m following up” emails that have no meat.If you find yourself writing “I just wanted to follow up on…” stop and ask: what can I offer in this email that makes it worth reading? Maybe you can pull a quick stat (like the ones in this article!) or mention a recent news event relevant to their business. Even something as simple as, “I saw that your company just won an industry award – congratulations!” is adding a positive touch and shows genuine interest in them beyond your sale.

Another way to add value is to position the next step in a way that benefits them. Instead of “Can we schedule a call to discuss next steps on the contract?”, try “I have some optimization ideas for your campaign that I think could increase ROI by 10% – would you like to hop on a call to go over them?” See how the latter frames the call as valuable for them(they get ideas to increase ROI) rather than just for you.

Remember, your prospects are asking themselves one question when reading your follow-up: “What’s in it for me?” If your email clearly answers that question (e.g., “Here’s a free insight/resource/benefit for you”), they are far more likely to engage.

Martal Group’s approach in outbound campaigns is to treat follow-ups as opportunities to educate the prospect. We often map out a sequence where each follow-up has a theme: the first might share a case study, the second might present a relevant stat or insight, the third might offer a free assessment, etc. This way, even if the prospect isn’t responding, they might still be reading and gaining value – which keeps our solution in a positive light. By the time they do engage, they often thank us for the information provided along the way. That’s a huge win; it means our follow-ups stood out from the usual barrage of sales emails.

One caution: adding value does not mean adding fluff. Be concise and relevant. Don’t overload a follow-up with a 10-page whitepaper and a long-winded explanation. Keep the email itself short, and link out or attach the detailed content if needed. A good follow-up might be 3-5 sentences: quick greeting, one value-add sentence or two, and a gentle call-to-action (CTA).

Speaking of CTAs, even when adding value, don’t forget to end with a clear, simple CTA. It could be a question (“Would you like me to send you that case study?”), an offer (“Let me know if you’d like to see a demo of how this works”), or a next step (“If you’re available, how about a 15-minute call next week to discuss?”). By delivering value first, you earn the right to ask for a bit of their time or attention.

In summary, make it your mission that every follow-up email leaves the prospect with something useful. If you can consistently demonstrate that engaging with you will benefit them (even before they buy anything), you build goodwill and credibility. The era of “I’m just touching base” emails is over – the 2025 approach is “I’m reaching out with something that might help you.” When you adopt that mindset, your follow-ups become much more welcome in your prospects’ inboxes, and the conversation becomes a two-way street of value, not just a sales pursuit.

6. Leverage Follow Up Email Templates and Examples (Then Customize for Each Customer)

Companies using automated follow-up systems see a 10% increase in sales productivity.

We’ve emphasized personalization and value, but that doesn’t mean you need to write every follow-up email from scratch. In fact, having a library of follow-up templates and examples can be a huge productivity booster for a sales team. The key is to leverage templates as a starting point, then customize them for each client as we discussed. Used properly, follow-up email templates ensure you include all the important elements and save you time, especially when scaling outbound campaigns or when you have many prospects to manage.

Why use templates? For one, they provide consistency. If you have a proven follow up email template to send a client after a demo that tends to get replies, you want your whole team to use that structure. Templates also help maintain quality during busy times – when you’re juggling dozens of deals, a template can remind you to include key details (like asking for the next meeting or including your calendar link). Additionally, new sales reps ramp up faster when they have sample follow-up emails to model.

Common scenarios where follow-up email templates are useful include: after an initial sales call, after sending a proposal, after leaving a voicemail, after a networking event, post-trade-show follow-ups, re-engaging cold leads, and so on. For each scenario, you can craft a baseline template. For example, a proposal follow-up email template might outline a structure: thank them for their time, reiterate key proposal benefits, address a common concern, and ask for the sale or next step. A customer follow-up email template (for existing clients) might check in on their satisfaction and offer additional help or products. Having these ready means you’re never staring at a blank page.

However – and this is critical – don’t treat templates as one-size-fits-all. Think of them as mad-libs that need filling in. A template should have placeholders for personalization (e.g., “[Prospect Name]”, “[Company]”, “[Specific Pain Point]”) and you should always tweak the wording to sound like you. It’s painfully obvious to recipients when an email is a generic template because it lacks the natural tone or specifics. We already covered in Best Practice #4 how to personalize; combine that with templates and you get the best of both worlds: efficiency and authenticity.

Let’s say you have a customer follow-up email sample for checking in 3 months after a sale, to see if they need anything else. The template might be:

“Hi NameName, I hope [Project/solution] has been running smoothly for you since we implemented it in [Month]. I’m just reaching out as part of our customer success program to make sure everything is on track. If you have any feedback or need any help, please let me know – we’re here to support you. Also, based on how things are going, I have a few ideas on how you could further optimize [Outcome]. If you’re interested, I’d be happy to share more. Thanks again for choosing us!”

Now, when using this, you’d fill in the brackets with the customer’s info and add a specific idea or two. The template ensures you remember to check on their satisfaction and offer additional value. You’d adjust the tone if the customer is more formal or more casual in prior communications.

For prospecting scenarios, you might have templates like:

Initial Outreach Follow-up Template: (e.g., “Thanks for the insightful conversation, here’s a quick summary + next steps…”).
No Response Follow-up Template: (e.g., “I reached out last week about [painpoint]. Maybe this resource could be helpful… [include value content]”).
Break-Up Email Template: (e.g., “I’ve tried to connect a few times… I’ll assume the timing isn’t right. Before I go, here’s my contact if you need it and a last idea for you…”).

Having these in your toolkit prevents you from having to reinvent the wheel each time. It also helps ensure you incorporate best practices consistently. For example, a good email follow-up templates repository will naturally include the principles we’ve discussed: a section for personalization, a section for value-add, a clear CTA, etc., so you’re less likely to forget those components when drafting quickly.

From a productivity standpoint, using templates and sequences can pay off. Sales teams that automate parts of their follow-up process often see efficiency gains. Consider this: companies that use automated follow-up systems (which rely on templates to send emails in a timed sequence) experience a 10% increase in sales productivity on average(1). That’s time saved that your reps can spend on higher-value activities (like personalization research or phone calls with hot leads). It also means no prospect falls through the cracks because the system ensures every scheduled follow-up goes out. At Martal Group, we use a sales engagement platform that sequences our follow-up templates for cold outreach – this ensures every prospect receives a series of touches even if a rep gets too busy to manually follow up. It’s like an insurance policy for persistence. Of course, we still monitor and personalize as needed, but templates + automation handle the heavy lifting of remembering when to send what.

Tips for using templates effectively:

Keep a library: Store your follow-up email templates for customers and prospects in an easily accessible place (a shared drive, within your CRM, or an email tool). Categorize them by scenario.
Regularly update: Review templates periodically to improve them. If you find a certain phrasing works better or a new objection is common, update the template text. Also ensure data points or references in templates stay current (you don’t want to cite a “2019 report” in 2025 emails!).
A/B test your templates: If you have a large volume, try two versions of a follow-up template to see which gets better results, then standardize on the winner.
Personalize the subject line: Templates often come with subject line suggestions. Always personalize these too, perhaps with the company name or a specific reference (e.g., “Quick follow-up on [Goal] at [Company]”). A tailored subject can increase open rates significantly.
Integrate snippets: Use templated snippets for parts of emails. For instance, have a ready-made paragraph describing your product’s value prop in one sentence, or a templated customer testimonial quote you can drop in. These mini-templates can be mixed and matched to build a full email that feels custom.

For those looking for resources, there are plenty of examples of follow up emails to clients available online (some companies openly share their best templates). Reviewing a variety of follow-up examples can inspire how you craft yours. Just remember to adjust any borrowed template to fit your company’s voice and your prospect’s context.

Lastly, while templates save time, don’t over-automate to the point of forgetting the human touch. It’s wise to pause automated sequences if a prospect engages and handle it manually from there. People appreciate when you break out of the script once a real conversation starts. Templates should serve you, not trap you.

In conclusion, follow up templates are your friend – they help maintain consistency, speed, and effectiveness. By using proven templates and examples as a foundation, you can ensure every follow-up is structured well. Then by customizing and personalizing (as discussed), you make sure each customer or prospect feels the email was written just for them. This combination of efficiency and thoughtfulness is a hallmark of top-performing sales teams. They systematize what works, and then humanize each message. Do the same, and you’ll handle your follow-ups like a pro: fast but never robotic.

7. Always Follow Up on Proposals – Your Follow-Up Proposal Email Could Seal the Deal

60% of clients never respond to a proposal unless a follow-up is sent.

You’ve had a great sales conversation, sent over a detailed proposal or quote, and you’re feeling optimistic. Now comes a critical juncture that many salespeople mishandle: following up on the proposal. It’s easy to assume that once a prospect has the proposal, the ball is in their court and you don’t want to seem pushy. But consider this statistic: 60% of clients never respond to a proposal unless a follow-up is sent(2). That means if you simply send a proposal and wait, you risk a majority of those opportunities fading away. A well-timed, well-crafted follow-up proposal email is often the nudge that gets the deal moving again.

Why do so many prospects go dark after proposals? Several reasons: they might be reviewing it internally, dealing with other urgent priorities, or waiting on budget confirmation. Sometimes they have questions or concerns but haven’t voiced them. Your job is to proactively re-engage and guide them to a decision. Following up on a proposal isn’t being pushy – it’s being professional and helpful. It shows you remain invested in solving their problem, even after the “sales pitch” is technically over.

Here’s how to execute an effective proposal follow-up email:

1. Follow up in a timely manner. Don’t let too much time pass. A common best practice is to follow up roughly 2-3 days after sending the proposal if you haven’t heard back (remember the timing guidance from Best Practice #3 – a short wait shows respect for their time to review, but it’s still soon enough to catch any questions early). For example: “Hi John, I hope you’re having a great week. I wanted to follow up on the proposal I sent over on Monday regarding your ERP integration. I’m happy to answer any questions or go over any section in more detail.”

2. Reiterate key value points. Use the follow-up to remind them why your proposal is a great solution. Summarize the top 2-3 benefits or outcomes from the proposal that you know matter to them. “As a quick recap, our proposal would reduce your data processing costs by 15% and implement the new system by Q3, well ahead of your year-end deadline.” This helps refocus them on the value amidst whatever other considerations are in their mind.

3. Address potential objections preemptively. If you suspect there’s a sticking point (maybe price, or a certain feature), mention it in a tactful way. “I remember you were concerned about the training time required – section 3 of the proposal outlines our training plan, but I’m happy to elaborate on how we ensure your team ramps up quickly.” By bringing up the possible hesitation, you invite dialogue rather than silent doubt.

4. Include a call to action or next step. Don’t end the email in a vague way. Ideally, propose a clear next step: a call, meeting, or even a gentle nudge to move forward. Examples: “If it would help, we can schedule a 30-minute call to walk through the proposal together.” or “If everything looks good, I can draft up the agreement and we can get started.” or even a question like “Does the proposal meet your expectations in terms of scope and budget?”. A question encourages them to reply, even if it’s “We’re still reviewing” – at least you get an update.

5. Keep the tone positive and assume the sale (to an extent). You want to convey enthusiasm about working together. Phrases like “We’re excited about the possibility of partnering with you” or “We’re ready to hit the ground running as soon as you give the green light” can instill confidence and forward momentum. It subtly positions things as “when we work together” rather than “if,” without being overly presumptuous.

It’s worth noting that proposal follow-ups may need to happen more than once. Perhaps you send a follow-up a few days later, and you get a reply like, “We’re still looking it over, will get back to you next week.” If a week passes, it’s perfectly fine to follow up again: “Hi John, just checking in as we near the end of the week. Let me know if there’s anything I can clarify about the proposal for the ERP project. We’re ready to move forward on our end whenever you are.” Here, you’re lightly reminding them of the timeline they gave and keeping the conversation warm.

If you get no response at all to your proposal and your first follow-up, definitely try a second follow-up a bit later. Sometimes, prospects genuinely appreciate the persistence (it shows you’re keen). You might change up the content on the second try – perhaps share a short follow up proposal email template that includes a testimonial: “I wanted to share a quick story of a client who was in a similar situation…” This can re-engage interest by illustrating real-world success from your proposal’s solution.

Also, consider a phone call after a proposal. An email is great, but picking up the phone can sometimes get an immediate answer or concern on the table. You could call a day after sending the proposal just to say, “I wanted to make sure you received the proposal and see if you had any initial thoughts.” Many clients will value the initiative. If they don’t pick up, you can mention in your follow-up email that you tried calling – it shows proactiveness.

A quick checklist for proposal follow-up content could be:

Thank them for the opportunity to propose a solution.
One-liner re-summarizing their needs.
One or two top outcomes your proposal delivers.
An offer to address questions or walk through the proposal.
A suggested next action (call/meeting or steps to move forward).
A polite assumption or expression of excitement about working together.

For example:

“Hi John,

Thanks again for the opportunity to put together the ERP integration proposal for XYZ Corp. I’m following up to see if you have any questions or feedback on it. The proposal is designed to solve the data duplication issue you mentioned, potentially saving your team ~10 hours a week in manual corrections, and to implement the new system by October 1st, ahead of your year-end crunch.(2) I know investing in a new ERP is a big decision; if it would be helpful, I’d be happy to hop on a call to walk through any aspect of the proposal or discuss how we can phase the project to align with your budget.

Let me know if you’d like to schedule that, or if you’re comfortable with everything in the proposal, we can discuss the next steps to get started. We’re really excited about the prospect of helping XYZ Corp streamline your operations, and I want to make sure you have all the information you need to move forward confidently.

Looking forward to your thoughts!”

This kind of follow-up is courteous, informative, and action-oriented without being aggressive.

In Martal Group’s experience, closing the loop on proposals with proactive follow-ups is essential. Our account executives make it a rule: never leave a proposal without a scheduled next step. Ideally, when you send a proposal, you already set an expectation like, “I’ll follow up with you on Thursday to discuss any questions.” That way the follow-up isn’t a surprise – it’s part of the agreed process. If you haven’t done that, no worries; you can still follow up effectively as described.

Finally, understand that silence after a proposal isn’t always a “no.” It often means “not yet” or “I’m busy” or “I have reservations I haven’t voiced.” Your follow-up email is the bridge to get the dialogue going again and address whatever’s needed to reach a decision. Many deals are won simply because the sales rep followed up when others fell into radio silence. By always sending a follow-up proposal email, you ensure that you’re doing everything in your power to drive the deal to conclusion. It shows professionalism and dedication – traits B2B clients respect and seek in a long-term partner.

Conclusion: Turn Best Practices into Action (Martal Group Can Help)

Following up is both an art and a science – and as we’ve seen, it’s absolutely vital for B2B sales success in 2025. You now have seven best practices under your belt: from responding with lightning speed, to persistent yet polite outreach, well-timed cadences, personalizing every note, adding value at each touch, leveraging templates smartly, and never neglecting a proposal follow-up. These aren’t just tips; they’re a proven framework to transform more prospects into satisfied clients. The next step is to put them into action consistently. That might mean training your sales team on these follow-up techniques, setting up better processes in your CRM, or revising your email templates library. It’s a bit of work – but the payoff is huge in more replies, more meetings, and ultimately more closed deals.

At Martal Group, we live and breathe outbound sales, and effective follow-up is at the heart of everything we do. We understand that for busy sales leaders and teams, executing a robust follow-up strategy can be challenging. That’s where we come in. Martal Group is a growth partner for B2B companies, helping you generate and nurture leads through multiple channels. Our seasoned sales professionals act as an extension of your team, ensuring that every lead is promptly and persistently followed up with through cold emails, calls, LinkedIn messages – whichever channels make sense for your business. We apply the best practices you’ve read about here every single day on behalf of our clients.

Here’s how Martal can help you implement these follow-up best practices and accelerate your sales pipeline:

Expert Outbound Campaigns: We craft tailored outreach sequences (including follow-up email templates, call scripts, and LinkedIn touchpoints) that incorporate personalization and value from the get-go. From the first cold email to the seventh follow-up, we make sure your prospects are engaged with relevant messaging. Our team knows the optimal timing and cadence, so your B2B leads are never left waiting or feeling spammed.
Cold Email Mastery: Writing compelling cold and follow-up emails is a Martal specialty. We use data-driven insights to improve open and reply rates – whether it’s customizing subject lines or A/B testing send times. Our approach aligns perfectly with what we covered in this guide: quick replies, persistent touches, and content-rich follow-ups. We’ll handle the day-to-day emailing while you focus on the warm conversations that result.
Cold Calling & Multi-Channel Follow-Up: Sometimes an email follow-up needs a boost from a call or a LinkedIn message. Martal’s team is skilled at integrated outreach. We can supplement email sequences with timely phone calls (for that human touch) and social media outreach. For instance, if a prospect isn’t responding to emails, we might connect on LinkedIn and share a piece of content there. This multi-channel strategy, as mentioned, can lift conversion rates significantly. We coordinate these efforts so they work in harmony and never conflict.
Appointment Setting: Our ultimate goal is to get you talking to qualified prospects. Martal’s appointment setters persistently follow up with interested leads until a meeting is scheduled on your calendar. We handle all the back-and-forth of finding a time, so you simply show up to a confirmed call with a warmed-up prospect. It’s a tangible way we turn follow-ups into real sales opportunities for your team.
B2B Sales Training (Martal Academy): Perhaps you want your in-house team to become follow-up experts themselves. Martal offers training and resources through our Martal Academy to uplevel your sales development reps (SDRs) and account executives. We coach teams on cadence design, writing effective follow-up emails, objection handling, and using tools for automation – essentially all the best practices covered here. If you’re building an internal outbound team, this training ensures they hit the ground running with proven techniques.
Consultative Support and Analytics: We don’t just execute; we also analyze and optimize. Martal provides insights on what follow-up approaches resonate with your target audience. You’ll get reports and analytics showing email response rates, call outcomes, and more. We use this data to continuously refine the strategy – perhaps adjusting timing, trying a new value-add angle, or revising a template. It’s a cycle of improvement that drives better results over time. And as a client, you get full visibility, so your team also learns what’s working.

In short, Martal Group can be the engine that powers your follow-up process at scale. Whether you need a dedicated team to handle outbound prospecting, or guidance to improve your own team’s follow-up game, we have the experience and resources to support you. We’ve partnered with SaaS companies, IT service providers, telecom firms, and many other B2B organizations to significantly boost their lead generation and sales conversion rates – often doubling appointment setting rates simply by applying persistent, professional follow-up methods.

If you’re ready to elevate your sales outreach and see the tangible impact of these best practices, let’s talk. Martal Group is here to help you execute world-class follow-up strategies and fill your pipeline with qualified opportunities. Imagine having a team that never lets a good lead go cold – that’s what we do. Get in touch with us today to learn how we can tailor our outbound lead generation services to your business and start turning more prospects into revenue. Together, we’ll implement the follow-up framework outlined in this guide and drive the growth you’re aiming for.

Your prospects won’t follow up with themselves – but with the right partner and approach, you’ll never have to worry about missing out on potential deals. As we like to say at Martal, the fortune is indeed in the follow-up. Let us help you capture it.

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