How to Send a B2B Follow-Up Email After No Response

Any follow-ups can be nerve-wracking especially when it comes to B2B sales. There are two questions here: what content should be put in follow-up emails and secondly, how do I avoid being flagged as spam? 

Then there is the deafening silence when your message is not replied to.

If you are a B2B salesperson, email follow-ups eventually get to the stage when you start worrying and thinking that you may need a career change. 

But there is hope for you.

Research has even indicated that it can even take as many as six reminder e-mails before a lead will positively reply to the communication.

Source – https://neilpatel.com/blog/prioritize-traffic-over-conversions/

Six is a difficult number to manage, especially if there are hundreds of leads to consider.

But it’s simple: The failure to follow up means you won’t be hitting the targets as required.

In this post, we will, however, demystify it for you. Here are 8 sales follow-up email templates that will guarantee your prospects reply to your follow-up email.

What Counts For A Good Follow-Up Email In Sales?

First of all, the follow-up email is the email you send to the prospect after you get the first reply from him. This pertains to your first point of interaction; it could be an email exchange or you could have sprung a meeting or a phone call.

This follow–up email has the role of keeping your prospect ‘on the hook’ and reminding him/her of your company and/or product while nudging him/her to a buying decision or a positive response.

Now, a good sales follow-up email should do a few things well:

1. 1. Understand how the prospect is feeling, or more to the point, what they are probably still worrying about.
2. 2. Avoid giving the consumers an impression that they are mentally burdened with too many choices.
3. 3. Know the stage of the buyer journey the prospect is at, guess the need that the individual might have in the future and if possible meet it.

Here is a ready reference from Harvard Business Review that captures the thing that slows down prospects at each stage of the journey. It is a good guide or template, particularly in B2B sales. Keep this in mind while deciding what would add value for your prospect in your sales follow-up email:

8 B2B Sales Follow-Up Email Templates For Different Situations

The First Follow-Up

These follow-ups should be sent as soon as possible after you get in touch with the prospect. Thus, in the majority of cases, your prospect is either apathetic or considering several variants of the product. You need to be convincing but not to the extent that you start to force your opinion down other people’s throats.

Why they’re useful: These follow-ups work because they are basic, simple, and to the point if done before the prospect forgets about you entirely.

1. The Cold Call Follow-Up Email Template

Scenario: You are in the midst of a favorable cold call wherein the prospect has agreed to a follow-up call.

SUBJECT LINE: Let’s have our next call on DD-MM at (Time).

Hello (Name),

It was nice to talk to you a while ago. As mentioned, I am including a calendar invite for our next call. And the document we discussed on the phone is also attached to this email. 

Further information can be received at (website). Looking forward to connecting with you.

Cheers,

(Name)

(Contact)

2. A Follow-Up Email Template Sample To Use After A Meeting

Scenario: You have had a productive sales meeting, and the prospect told you that she would get back in a week. Well, it’s day 9.

SUBJECT LINE: Well, what was your impression of the whole thing then?

Hi (Name),

How are you doing?

Hello, thought I’d pop in and see how things are going. Is there anything I can assist you with?

I remember that you were quite worried about (concern), and I wanted to make sure I helped with that. If there are more concerns, I can help you connect with my colleague, (colleague’s name), who is competent in (feature) and can help resolve all your queries efficiently. I can schedule the call if needed.

Just let me know when is a good time to schedule the call.

Regards,

(Name)

(Contact)

3. A Follow-Up Email To Send After A Trade Show

Scenario: You simply went to an event, for instance, a trade show, in which you had an opportunity to interact with a lot of prospects. Now, the follow-up has to be made.

SUBJECT LINE: I had the pleasure to meet you at (Trade Show).

Hi (Name),

I am so glad that we had an opportunity to speak at (Trade Show). Thanks for coming by and for the conversation.

My company is hosting an exclusive online demo of our restaurant management software that we discussed. Attendees of the demo will also receive a special discount on the pricing of our software.

If you are interested, kindly let me know before (date)!

Cheers,

(Name)

(Contact)

4. Warm Lead Follow-Up Email

Scenario: Your prospect has engaged with a specific asset on your website, implying an interest in a specific area of your company.

(Note: Do not write Re: at the beginning of the subject line if it is the first time you are going to contact your prospect – this goes against the trust-building concept.)

SUBJECT LINE: Regarding: the link to the free (asset name) you requested.

Hello (Name),

Thanks for downloading (asset)!

Just curious, how did you like it? Were the tips useful? Do you have any other questions? Let me know!

Sorry if my messages came off as spam but beware that sometimes bots may infiltrate and spam the thread 🙂

Cheers,

(Name)

(Contact)

Follow-Up Email Templates After No Response

There are a few common reasons why prospects don’t respond, and here are templates that address each one of them:

5. You’ve Got The Right Person At The Wrong Time

Scenario: Your prospect was enthusiastic initially but has not responded to one or two of your emails.

Why it’s useful: They might not need your product or service right now, but they could in the future. This email ensures you don’t miss the opportunity to start a sales conversation with the client and keeps the lines of communication open.

SUBJECT: What’s next?

Hello [Name],

I hope this message finds you well. What are your thoughts on [a recent milestone you know of]?

We had our final meeting, and I haven’t heard back from you. I understand how busy things can get, especially at [prospect’s company], during this time of year.

It seems like I can assist you in achieving [business need] and [benefit], so I wanted to check if you are still interested.

If you do not wish to proceed at this time, please let me know so I can update my records accordingly. Otherwise, I will follow up in a few weeks to discuss the same issues.

Thank you,

[Your Name]
[Your Contact Information]

6. Wrong Person, Wrong Time

Scenario: This person is unresponsive to you on every platform, not only through email.

Why it’s useful: It is precise with not much beating around the bush.

SUBJECT: Am I reaching out to the wrong person?

Hello [Name],

I hope this message finds you well. Since I have not received a response, I wanted to confirm whether I am contacting the right person.

If I am reaching out to the wrong person, could you kindly refer me to the appropriate contact for my query?

Thank you for your assistance.

Best regards,

[Your Name]
[Your Contact Information]

7. Uh Oh… Your Prospect Just Does Not Care (Oops)

Scenario: You know that this prospect has opened your email, but there is no response from them.

Why it’s useful: At least, you would have some feedback even if the prospect is not willing to listen to you.

SUBJECT: One question…

Hello [Name],

I hope this message finds you well. I previously attempted to reach out to you via email and may have contacted the wrong person. Could you kindly clarify by responding with the appropriate number:

1. You’re not currently looking to address [business need], and I should stop reaching out.
2. [Your product/service] doesn’t align with your needs.
3. You’re still interested but haven’t had the time to respond.
4. I’m contacting the wrong person.

Thank you for your time.

Best regards,

[Your Name]
[Your Contact Information]

Last-Ditch Follow-Up Email

8. Goodbye

Scenario: You have followed up 6+ times using different means to get in touch and you are gladly starting to take the signals.

Why it’s useful: Do not fully disengage from the prospect; close the loop so the prospect may have a response if he or she decides otherwise.

SUBJECT: [Name], this is our final follow-up

Hi [Name],

As we have not had any contact since our last conversation on [date], I wanted to inform you that this will be my final follow-up.

However, if you find the time to reconnect in the future, please feel free to reach out.

Best regards,[Your Name]
[Your Contact Information]

Best Practices for Writing Effective B2B Follow-Up Emails

Writing effective follow-up emails in B2B requires a strategic approach and understanding the recipient’s needs. Here are some best practices to ensure your follow-ups stand out:

1. Personalization Is Key

Use CRM data and past interactions to tailor your messages. Address specific pain points, mention previous discussions, and highlight shared interests.

2. Clear and Concise Communication

Keep your emails brief and focused on delivering value. Clearly state the purpose of the follow-up and the benefits of your product or service.

3. Compelling Subject Lines

Create attention-grabbing subject lines that use curiosity, relevance, or urgency to encourage engagement without being misleading.

4. Provide Value in Every Interaction

Ensure each follow-up email offers valuable information, resources, or solutions that help the recipient.

5. Strategic Call-to-Action (CTA)

Include a clear, specific CTA that guides the recipient toward the next step, such as scheduling a meeting or requesting more information.

6. Test and Refine

A/B test elements like subject lines, content, CTAs, and send times. Analyze metrics to understand what works best and make iterative improvements.

7. Maintain Professionalism and Courtesy

Always use a professional tone and show appreciation for the recipient’s time. Politeness and respect help nurture positive relationships.

8. Follow a Sequence with a Purpose

Develop a follow-up sequence that builds engagement by offering incremental value in each interaction, aligning with the recipient’s journey through the sales funnel.

Conclusion

Sales is undeniably a numbers game: the more follow-ups you send, the higher your chances of a successful response. While adhering to basic rules can boost your open and conversion rates, the true X factor lies in your unique voice and personality. Use these templates as a starting point, but always strive to connect with your prospects in a way that feels authentic and genuine.

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