How to write the best sales follow-up emails in 2025

Cold outreach is an essential skill for B2B sales — even in the age of AI. But its success often hinges on more than a well-crafted first email. 

The best cold outreach aficionados understand the real magic happens in the follow-up. Since studies show that most deals aren’t won on the first attempt — by some estimates, it takes an average of eight touches to win business — persistence is key.

A strong follow-up email keeps the conversation alive while demonstrating value and building trust. Without it, even the most promising prospects can slip through the cracks. 

Making a follow-up email land requires personalization and expert timing. After all, a generic follow-up can feel pushy while a thoughtful message — perhaps a major industry announcement or a response to a recent LinkedIn comment — reinforces your reputation and credibility in caring about them beyond the sale.

Worried about how you might find the time needed to personalize cold outreach at scale? Don’t be. While we’ve included a slew of great follow-up email templates below, you can also use LeadIQ Scribe, our generative AI writing tool, to draft personalized responses to any type of follow-up email in a matter of seconds using real company data and insights.

(Psst: Check out even more cold email templates here.)

Keep reading to learn more about how to write follow-up emails that convert.

The art of the follow up: Best practices for writing a follow-up email

In sales, persistence is key because 60% of customers say no four times before they agree to make a deal, according to a report from Invesp. Even so, that same report found nearly half of salespeople give up after being turned down initially, opting to never follow up a single time.

If you want to crush your numbers, you need to master the art of follow-up emails, striking the balance between being helpful and persistent to keep the conversation going without being pushy. Whether you’re checking in after sending an initial cold email, a demo, or a proposal, your follow-up should add value, reinforce your offering, and move the prospect closer to a decision.

With that in mind, let’s examine some best practices you can use to write compelling follow-ups that increase response rates, build stronger relationships, and ultimately help you win more business.

1. Understand their why for not responding

Do you respond to every sales email you get? Don’t answer that question. 😉

When a prospect doesn’t respond, it’s rarely about you — it’s most likely about whatever’s going on in their world. They might be overwhelmed with work, dealing with an urgent issue, or simply not in a position to engage right now.

Never take silence personally, but also never guess why they haven’t replied. Approach your follow-up with empathy and curiosity instead. Acknowledge their busy schedule and offer value, not pressure. A simple, thoughtful check-in — without pushiness — can make all the difference in the conversation when they’re ready to engage.

2. Identify your goal for their response

Before crafting your sales follow-up email, take a moment to think about what happened before your last one. Was the prospect interested but needed more information? Were they close to closing the deal? Did they express interest in a demo?

Whatever the case may be, clarifying your goal helps you write a focused, action-driven email. For example, if you want them to schedule a call, include a clear, easy-to-click calendar link or ask them if a certain day/time works for them. If you send sales enablement material and haven’t heard back from them, pull a key piece of information or two and highlight them in your response.

Bottom line? The easier you make it for them to take the next step, the more likely they’ll engage.

3. Send at the right time

When sending follow-ups, timing matters more than you might think. If you haven’t heard back in two days, don’t panic and send a rushed email. After all, decision-makers have packed schedules, and silence doesn’t always mean they’re not interested.

Instead, examine their usual response time. Have they historically replied within a few days? Does it usually take a week?

Align your timing with their patterns. A well-timed follow-up email — sent when your prospect is most likely to be receptive — increases your chances of getting a response without seeming impatient or pushy. If your goal is sending effective follow-ups, remember that patience and strategy go hand in hand. 

4. Communicate without the fluff

Incredibly busy decision-makers don’t have time for fluff. They want to get straight to the point. 

Instead of forcing small talk or writing a paragraph about their latest LinkedIn post to kick off the email, keep it direct, professional, and helpful. Briefly recap your last conversation, state your ask clearly, and offer support.

It bears repeating: There’s no need for long-winded intros and unnecessary pleasantries. Be polite — but be efficient, too. Matching their energy and respecting their time shows professionalism and increases the likelihood of a response.

Ultimately, your follow-up should be clear, concise, and actionable — nothing more, nothing less, especially when selling to executives. 

Now that we’ve got the best practices out of the way, let’s take a look at how to write a polite follow-up email based on some of the more common scenarios you may encounter.

How to write a follow-up email after a meeting

Following up after a meeting is crucial for keeping momentum, so send your follow-up within 24 hours of a meeting while the conversation is still fresh in the prospect’s mind. The faster, the better — as long as you have gathered everything they asked for and that you need to know.

Whether you’re expecting a decision, scheduling another call, or providing additional details, make it easy for the prospect to take the desired action. A well-crafted email reinforces value, keeps the deal moving, and shows you’re proactive in driving the conversation forward.

Follow-up email template after a meeting

Subject: Great meeting — next steps

Body:

Hi [Name],

Thank you for taking the time to meet with me today. It was great discussing [briefly mention key points from the meeting]. I hope I was able to provide a clear understanding of how we can help with [mention the specific challenge or need].

As discussed, it sounds like  the next best step would be [mention the next step]. Here’s some material the team might find helpful prior to our next conversation: 

• [insert sales enablement material such as linking to a webinar, a case study, or personalized video]

CTA:

How does [specific date/time] work for our next step? If not, please feel free to book a time directly through my [calendar link] if that’s easier.

Looking forward to continuing the conversation.

[Your name]

[Your title]

[Your company]

How to write a follow-up email after a demo

When it comes to following up after a product demo, start by recapping the main takeaways while addressing any key questions or concerns they had. After that, guide them toward the next step — whether that’s testing out your product, getting a letter of intent, or meeting with more of the team. 

By sending a well-timed follow-up email after a demo, you can keep the momentum going and bring the prospect closer to a decision.

Demo follow-up email template

Subject:

[Company name] demo: next steps!

Body:

Hi [Name],

Thanks so much for taking the time to check out [company name]’s [product/solution] earlier today. I hope you got a good idea of how [your product] can address [specific need or pain point discussed].

As discussed, we can help you [highlight key benefits]. I’ve attached [any resources or documentation] that you can review and share with the team. 

CTA:

We discussed [insert next steps] as a potential next step — why don’t I check in with you on [specific date] to see how internal discussions are going. If you need anything before then, just let me know! 

Looking forward to hearing from you soon.

[Your name]

[Your title]

[Your company]

How to write a follow-up email after a missed call or meeting

If someone missed a call or a meeting, try to follow up with the prospect as soon as possible. Ideally you should send a quick “still joining?” email 10 or so minutes after the original meeting time and a longer email within an hour after the scheduled call. 
People get busy and emergencies happen — and a sales conversation with a potential vendor is likely at the bottom of the list of a busy decision-maker’s schedule. So don’t take it personally if someone didn’t show up! 

To make things easier for them to reschedule, offer flexible options; you could either send them a Calendly link or ask them what specific time works the following day or following week. By sending out a polite, quick follow-up, you demonstrate your commitment to the deal and help move the conversation forward.

Email template for follow-up after a missed call or meeting

Subject: Missed our call — let’s reschedule!

Body:

Hi [Name],

I’m sorry we missed connecting for our scheduled meeting earlier. I understand things get busy, so no worries at all! 

We were planning to discuss [briefly mention the topic or goal of the call]. If you have any additional questions, I can add those to the agenda to ensure we cover them in the next call. 

CTA:

How does [specific date/time] work for you to reschedule?. Otherwise, please feel free to book a time directly through my [calendar link] if easier. 

Looking forward to connecting!

Talk soon,

[Your name]

[Your title]

[Your company]

How to write a follow-up email after a networking event

After attending a networking event or conference, sending a well-crafted follow-up email helps you stand out from the crowd and solidify your new connection.

The goal with this type of message is to remind the recipient who you are and briefly touch on what you discussed — whether that’s a shared interest, mutual connection, or a challenge they mentioned.

If you see the potential for them to become a real prospect, you can highlight how your company might be able to help. But remember: Don’t be pushy. This follow-up is more about nurturing the relationships — not directly pushing for a sale. 

Keep your tone friendly, genuine, and focused on continuing the conversation, leaving the door open for future opportunities. A thoughtful follow-up shows your professionalism and reinforces your commitment to building meaningful connections.

Email template for follow-up after a networking event

Subject: Great meeting you at [Event Name]

Body:

Hi [Name],

It was great chatting at [Event Name]! I really enjoyed our conversation about [mention a topic or discussion point].

I took a look into [their company name] — what y'all are working on is super interesting. As I mentioned, we help companies [insert what you do]. We didn’t really touch on if this is a problem for you, but we work with companies similar to [their company name] with folks in similar roles to yours, so maybe it’s worth a discussion! 

And vice versa — I’m intrigued by what you’re working on and would love to see if there is an opportunity for us to explore working with y'all as well. 

CTA:

If you’re open to it, I’d love to schedule a call to explore. Does [specific date/time] work for you?. If not, you can book directly through my [calendar link] or let me know what works best and I can send a calendar invite.

Looking forward to learning more. 

[Your name]

[Your title]

[Your company]

How to write a follow-up email after sending pricing 

Following up after sending pricing information can feel a bit awkward. After all, you don’t want to come across as rude or desperate — and you definitely don’t want to immediately start offering discounts either.

It’s important to remember that, after you send pricing information, your prospect likely needs to discuss it with other decision-makers on their team. Their lack of response may simply be due to internal discussions, especially if their legal team is involved. (We all know how long legal can take!) 

The goal of this follow-up is to ensure your prospect has all the information they need to effectively convey the value of your product or service internally to secure approval. Keep it super simple and straightforward! 

By emphasizing value and support, you maintain professionalism and keep the conversation moving forward toward a positive outcome.

Email template for follow-up after sending pricing

Subject: RE: [subject of last email — i.e., respond directly to the original pricing email]

Body:

Hi [Name],

Checking in here to make sure you have everything you need for the internal discussion. 

CTA:

If you want to hop on a quick call or need any additional information from our side, I’m here to help.

Best,

[Your name]

[Your title]

[Your company]

LeadIQ is here to help teams write the best follow-up emails

Follow-up emails have the power to make or break a deal. When sending any follow-up email, it’s all about making sure it’s timely, clear, and focused on next steps. Make sure you always personalize the message based on previous interactions — whether it’s recapping key points, addressing questions, or offering additional resources.

For the best results, communicate in the same tone they do, be concise, and include a clear call-to-action that makes it easy for the recipient to take the next step. The goal is to nurture the relationship and keep the momentum going without being overly pushy.

And remember, you don’t have to write any of these follow-up emails from scratch. Using LeadIQ Scribe, you can generate personalized follow-up emails based on information in your CRM and company data powered by LeadIQ’s award-winning company and contact data. 

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