Maintain your sales momentum with these follow-up email templates

Coming into a revenue-building role can be a little intimidating. Sales reps must qualify, engage, and convert new leads. Customer Success team members need to increase retention, drive paid feature adoption, and grow accounts. Each role relies on building relationships and creating new revenue opportunities. 

But moving the needle takes more than one great meeting. Too often, team members get stuck after the first demo or customer session. Some never hear back from leads and give up, while others get consumed by busy schedules and never follow up at all. When 80% of leads say “no” four times before saying “yes” to a sale, it’s critical to keep the momentum going. 

Don’t let the impact of your sales demos and customer consultations slip away. Build on them with an effective post-meeting email. 

The four follow-up email examples below help you strengthen connections with existing and potential customers in different situations. Just a few steps keep leads engaged, strengthen relationships, and grow revenue. (And to make the process effortless, you can use a Calendly Workflow to automatically send your follow-up. More on that later.)

First, some email basics. If you don’t make your message actionable, you can look forward to receiving no responses and missing opportunities. To that end, a great meeting follow-up email should include:

1. An email subject line that clearly references the original meeting or message

2. An opening such as “nice to meet you” or “it was a pleasure meeting you” if this is your first time emailing a new connection after a business meeting or networking event

3. A brief meeting recap including pain points, key takeaways, and action items

4. Contact details, including your email, phone number, job title, company name, and LinkedIn or other professional social media links

It’s also important to keep your email short. You’re not the only one with a busy schedule, so be respectful of your recipients' time.

Now you’re ready to create more effective outreach. Just choose from these 4 effective follow-up email templates depending on your specific situation.

1. Provide additional information

Send after: 4 hours

Send resources with this follow-up email example to move conversations forward, stay top-of-mind with prospects, and ensure better engagement during your next meeting. For 44% of Growth Week survey respondents, proving the ROI and value of their product or service is the top challenge to moving deals forward. It’s especially useful for sales reps to send a case study to keep a potential client interested (and showcase the value of your product!) after a demo call.

Similarly, Customer Success team members can give customers links to tutorials and recordings of their support sessions, so customers can better understand your solution.

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2. Schedule the next meeting

Send after: 24 hours

When your prospect or customer gets back into their work habits, it’s easy for them to forget something as simple as booking a follow-up. Capitalize on their attention while you have it and get the next meeting on the calendar right away. It’s a quick way to increase the value of that relationship — and make it easy for them to schedule future meetings.

As examined in the e-book Making scheduling human: The Calendly guide to etiquette, how you present your Calendly link matters. Try different ways to soften your scheduling request and make it clear that it’s for your prospect’s benefit, not yours.

3. Ask for feedback

Send after: 1 hour

Ask your invitees for real-time feedback while the meeting is still fresh in their heads. You’ll learn how you can improve your approach and perceptions of your company. Sales teams can ask for feedback on their presentation or the solution. Customer Success teams can send a quick survey to see how they can provide better support.

4. Thank-you email

Send after: 24 hours

No matter what role you’re in, sending a thank-you email is a common courtesy and makes future interactions with you feel more familiar (especially if you’re following up from a cold email or call). For sales reps, a simple “thanks” can build better relationships and could lead to referrals and testimonials that attract more customers. If you’re on a Customer Success team, thank the customer for their time and offer to answer any questions that popped up after the meeting.

Now that you’ve created a great follow-up email, take your outreach to the next level with Calendly Workflows. You can automate distribution of meeting follow-ups, reminder notifications, thank you emails, and more (and you can send them via text, too). 

Workflows are available with templates, giving you a starting point for all types of messages. What’s more, you can send them from your Gmail or Outlook account, creating a seamless communication experience for customers and prospects.

It takes some legwork and perseverance to be successful on a revenue team. Automate your emails to make your follow-ups more efficient and deliver a better post-meeting experience. It’s the best starting point to keep conversations moving, nurture relationships, and grow revenue.

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