In the world of B2B sales, closing a deal is rarely about sending just one email and waiting for a response. The real power lies in follow-up emails. Despite their importance, many salespeople either give up too soon or don’t know how to craft follow-up emails that truly move the needle. Having run a successful email marketing agency for years, I’ve seen firsthand how follow-up emails can make or break your sales strategy.
If you’ve ever thought, “Should I send another email? Will I come off as pushy?”—the answer is yes, you should follow up. But the way you do it is what matters. And when done right, following up on your previous email can be the difference between closing a deal and losing out to a competitor.
Why Follow-Up Emails Work?
It’s easy to forget that decision-makers in B2B are busy. Sometimes, your first email gets lost in the flood of daily communication. A well-crafted follow-up email ensures that your message stays top-of-mind and signals your commitment.
Research shows that 80% of sales require five follow-ups after the initial contact, yet 44% of salespeople give up after just one attempt. Persistence is key in B2B, but persistence with strategy is what gets results. Think of a follow-up not as pestering, but as providing a gentle reminder and a new value proposition.
Follow Up Emails: Be Strategic, Not Generic
Following up on your previous email doesn’t mean copying the same message and hitting send. A good follow-up email should provide fresh value. Spice it up by offering new insights, relevant case studies, or addressing a pain point that you didn’t highlight in the first email.
Here’s the catch: many sales reps fall into the trap of sending a follow-up that reads like a carbon copy of the first email. This is where a little creativity goes a long way. Instead of saying, “Just following up on my previous email,” try something more engaging like, “I wanted to circle back and share an additional insight that might interest you based on our last conversation.”
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How to Sell in a Follow-Up Email
When you follow up, remember that you’re not just selling your product or service—you’re selling yourself. Each follow-up is an opportunity to demonstrate your expertise, build trust, and position yourself as the solution they need.
One powerful technique I’ve found effective is to emphasize thought leadership in your follow-up email. Instead of going for the hard sell, subtly show them why you’re the right person for the job by sharing relevant industry trends or success stories.
The best way to go around this is to make it look as if the follow-up email was purely out of your care for their business and not for your own sales. For example: “Hey, We recently integrated [ABC feature] in our product and this instantly reminded me of you. I think you would really love this addition as it perfectly fits your business. I would love to get your input on it.”
Another example is: “Hey [Name], I came across an interesting case study that’s relevant to the challenges we discussed in our previous conversation. It got me thinking about how [your company name] could benefit from [specific solution]. Let me know if you’d like me to share more insights!”
These kinds of follow-ups feel personalized, thoughtful, and centered on providing value to the recipient. Instead of pushing your product or service, you’re positioning yourself as someone who’s genuinely interested in their success.
This approach works particularly well when following up on a previous email because it shifts the conversation from “I need you to buy” to “Here’s something you can benefit from right now,” making it less transactional and more relationship-driven.
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The Importance of Timing and Persistence
The timing of your follow-up emails can make all the difference. Following up too soon may come off as desperate, while waiting too long could lead to them forgetting about you altogether. A good rule of thumb is to wait 3-5 days before sending your first follow-up email, and then continue with 5-7 day intervals.
If your lead has missed a scheduled meeting or failed to respond to an important email, your follow-up can make or break the deal. In cases like this, make sure your email doesn’t just focus on rescheduling. Use it as an opportunity to restate the value of the meeting, why it matters, and offer flexible options to encourage them to engage.
When Following Up Isn’t Just a Courtesy, But a Necessity
Follow-up emails aren’t just polite gestures—they are a critical part of the sales process. In B2B, where sales cycles are longer, and the stakes are higher, it’s essential to show your lead that you are serious, committed, and willing to work for their business. Every follow-up is another chance to refine your approach, provide value, and prove your expertise.
So, the next time you’re wondering how to sell yourself in a follow-up email, remember that the fortune is in the follow-up. You’re not just sending an email—you’re creating an opportunity to build a relationship, address concerns, and close a deal.