Salespeople who send at least one follow-up email after no response receive a 27% response rate. In the absence of one, the average reply rate is 16%.
It's important not to let that 11-point gap cost you a major contract or prevent you from exceeding your quota. Here's how to send a follow-up email after no response - and close that prospect.
What is the point of sending a follow-up email if you don't receive a response?
It’s simple: Following up is critical because it significantly increases your chances of getting a response.
Do you remember how many times a deal went smoothly, then suddenly it didn't? A week passes, then two, and you wonder what went wrong and how to fix it.
Most likely, you've already sent follow-up emails or left voicemails in your prospect's inbox. No matter how bleak the situation appears, follow up after no response.
According to research, adding just one more follow-up email will increase your average reply rate by eleven percentage points. Eleven percentage points may seem insignificant, but they make a big difference.
Generally, follow-up emails receive more replies. The first follow-up email has a 40%-increase in reply rate in comparison to the first email. For instance, if your average reply rate for your first email is 5%, your follow-up email will have an average reply rate of 7%.
You don't want to miss out on a closed deal, so follow up every single time.
When to Follow Up After No Response
At most, wait three days before following up after no response.
Waiting a week would be too long. Sending an email the same day will make you appear desperate. You should send two to three emails in your sequence, and never send a breakup email. Leave the conversation open and come back to it later.
How to Write a Follow-Up Email After No Response
When your prospect doesn't respond to your first email, you might think, "Well, they're not interested in the product, so I should leave them alone".
Wrong.
Prospects' decision not to respond to your email is influenced by many factors. The timing may not have been right; they may have seen it, but forgotten to respond; your email may have gotten buried in their inbox; they may not be interested now, but if you keep in contact, they may be interested in time.
There are too many reasons for following up. So, what’s your next step? Here are several principles to adhere to when sending a follow-up email after no response. When you follow these steps, you'll have a better chance of bringing back a few of those prodigal prospects.
1. Don’t follow up too quickly
It is common for salespeople to describe themselves as persistent. Our persistence is one of our calling cards, but when we follow up, it can begin to look a lot like pestering.
Persistently approaching a prospect without understanding why they aren't responding isn't smart. If you’re only waiting a day or two to touch base again after the first outreach email, you’re not giving them time to respond.
Moreover, it signals to your prospect that you aren't very busy - and no one wants to work with a desperate salesperson. You should wait at least three days between your first and second follow-up attempts. After that, your outreach cadence should be accelerated.
2. Ask yourself if you included a close in your first attempt
Next, consider whether you included a close in your first draft. Salespeople often soften initial follow-up emails to solicit a response. Occasionally, we'll throw in an "I'd love to hear back from you" or "I'd like to learn more about you."
Neither of these questions ask for a close, and none of them are questions. It's not just a matter of whether they will sign the contract or not. You should include a close in every communication you have with a prospect, from the first outreach to the final paperwork.
Each time you contact your prospects, whether it's for another five minutes, a demo, or a discovery call, you should have a purpose and call-to-action.
Rather than saying, "I think I can help you. I hope we can talk soon," give your prospect an opportunity to respond. You should ask your prospect a firm question like, "Are you free for a demo this Friday?" or "Can you return all feedback on the initial proposal by Tuesday?" and give them an actionable request to respond to.
3. Resist the urge to resend your first email
It is never a good idea to copy and paste or forward an email that was originally sent. You might feel empowered by doing so, but all it does is make your prospect feel guilty for not responding. Practically speaking, this leaves your emails vulnerable to spam filters or being blocked entirely.
Every follow-up email should be treated as a blank slate. Consider trying new subject lines, opening greetings, and calls-to-action. Never limit yourself to one email thread that already has nine obsolete messages weighing it down - you never know what's going to finally move your prospect to respond.
4. Write a truthful subject line
You might be tempted to "embellish" your subject line, but trust me when I say: Don’t. The use of subject lines such as "Re: our meeting last week" or "Following up on our phone call," when you haven't completed either of these actions with the prospect, is lying and always a bad idea.
Don't trick your prospects into opening and responding to your emails out of confusion. Make your subject lines positive, concise, and clear. Here are some ideas to consider:
- - 'Bumping this in your inbox': This lets them know you've sent an email before, and you're sending it again in case they missed it.
- - "Resources list for [business name]": Another great option to pique your prospects' interest.
- - "Following up after the demo last week": An easy choice if you’ve already carried out a demo with the prospect.
Interested in more ideas? Check out these email subject lines and download more for free below.
5. Start the message with a reminder of your last touchpoint
Sending a second email without stating you've already been in contact with your prospect is in poor taste, just as lying to your prospect is. You might be able to do this if you are close to the prospect, such as childhood friends. (Unlikely, but it might happen.)
Most likely, you don't interact with your prospect often enough for them to remember you. Perhaps they remember you, but need a reminder of why you're reaching out again. It doesn't have to be something as explicit as, "This is a follow-up to an email I sent you last week," or as impersonal as, "I'm contacting you again after trying to connect with you a few days ago."
It can feel wooden and even accusatory to use these types of sentences. You get the impression that the prospect willfully ignored your email. Possibly, but they might have been busy when they first opened your email for a variety of reasons.
Make your reminders simple and straightforward so you sound friendly and willing to help. You should also get to the point quickly in your opening, reminding your prospect of the call-to-action you gave them in your previous message. A few examples are as follows:
- - "Hope you’re well. Did you have a chance to look at the [articles, resources, links] I sent last week?"
- - "I hope you’re having a great week. Did you get a chance to look over the contract I sent on [date]?"
- - "Hope you’re enjoying the product samples so far. I shot you an email last week to get your temperature on the samples and am bumping this up to the top of your inbox."
6. Resist the temptation to be passive-aggressive in your opening
If you send one or two emails and don't hear back, it's easy to take it personally. It is necessary for salespeople to have thicker skin than that. Using phrases like, "I know you're busy, I'm busy too," won't advance your deal.
In the best case scenario, you guilt your prospect into responding to your message. In the worst case scenario, you will offend and alienate them. Keep your tone positive if you don't hear back after a few emails.
Assume positive intent when in doubt. Phrases like, "Just wanted to bump this email to the top of your inbox," or "Wanted to touch base on this," quietly acknowledge your prospect is busy and might just need a gentle nudge to get the ball rolling again.
7. Keep the body of the email as short as possible
Follow-up emails shouldn't contain more than a few bullet points or paragraphs. Keep your email to 2-3 paragraphs at most, since your prospect has already received your first email. The second email should complement the first, not overwhelm your prospect with too much information.
The body of your follow-up email should:
- - Provide more value to the prospect.
- - Describe how the prospect will benefit from continuing to engage with you.
- - Ensure that your call-to-action is irresistible.
On that note, let’s talk about calls-to-action.
8. Include a call-to-action at the end
Prospects should never walk away from an email without knowing what they should do next. If you tell them what you want from them, you're more likely to get it. Would you like them to answer a specific question? Give you more information about their company? Forward you to the right person who’d be able to handle the deal?
Keep in mind that your call-to-action should never be the same as the one in your first email. Your prospect may have already seen the first email, and the call-to-action may have been too much for them. By adjusting your close, you will increase your chances of getting a response.
The next section discusses that in more detail, as it will come into play if you need to send a second email.
Second Follow-Up Email After No Response
You must consider timing before sending a second follow-up email after no response. Don't get in touch again for three days, and always send a fresh message. Last but not least, include a call-to-action that explains what you want them to do next.
Adjust your close every time you don’t get a response
You might simply be suffering from the wrong call-to-action if you have to follow up a second time and still do not get a response. When you follow up with a prospect after no response, your close should get easier to deliver (since each unanswered email makes it easier for your prospect to ignore you).
In your second follow-up email, you might ask for a referral instead of a meeting. If you still do not receive a response, send a third email requesting more general information. For example, you might ask, "I’m trying to navigate your organization right now. Where’s the best place for me to go to learn more about Team X and Project Y?"
If all else fails, ask a question completely unrelated to work. If a new putting range opened in their town, ask, "I saw you have a new Topgolf open in your neighborhood! Have you checked it out yet?"
Prospects often find it easier to answer personal questions about themselves. You're showing them you're not just a sales machine. If you get a response to your Topgolf question, steer the conversation back to your business.
Don’t send a breakup email
Never send a breakup email. After trying these steps, stop sending your prospect emails. Go away, wait, and follow up a few months later.
There’s an old sales adage warning reps not to announce intent. When you send a frustrated email after your fourth follow-up saying, "Well, since I haven't heard from you, I'm assuming you're not interested," you've hurt your prospect, made yourself look like a victim, and decreased their chances of contacting you again.
You avoid passive-aggressively blaming your prospect for not responding by not saying anything and emailing again after a few months.
Follow up with a friendly, "I hope you had a great summer! I know a lot of clients are focused on [benefit your product/service offers] heading into the fall months. Is this a priority for your company right now?"
Short list of tips for a Follow-up Email After No Response
Provide More Information
It can be helpful to offer more context or clarify your needs to remind the prospect about why your original email was important.
Asking a coworker to scan your email can help you notice parts of your email that could be clearer or more direct.
Offer Value
If you can give something valuable, like a free trial or useful content, you're more likely to get a response to your follow-up email.
If you use this tact, be sure to think about value from the perspective of your contact. For example, an ebook about a problem they're experiencing might have value, but if they're too busy to use it, that same content might feel like spam.
In this case, a link to a useful social media post from someone you respect on that topic might be a better way to engage your contact.
Show Empathy
In the example above, the best way to engage your recipient is to consider their perspective and situation. Empathy can help build connections and encourage a response.
It takes practice to quickly understand where a new lead or prospect is coming from. This guide to active listening in sales can speed up the process.
Create Urgency
You may not get a quick response to an email because it doesn't offer a reason for immediate action. To create a sense of urgency, set a deadline or add a time-sensitive offer to encourage them to respond.
Offer Social Proof
Social proof such as customer testimonials or case studies can make it easier for prospects to see the value of your product or service.
The stories, images, and tone of social proof can also open paths to new conversations. This is useful because some customers need more time to make decisions and it can be tough to keep them engaged.
Get to the Point
You may be tempted to use tentative wording in your email, but it's often more effective to ask for what you want. Get straight to the point by reminding your prospect about your initial email. Then, outline what action you want them to take.
Show Your Credibility
Add links, content, or stories to your emails that show why your insights have value. Your knowledge and expertise in your industry are clear to you and your colleagues, but they might be new to your customer.
Showing what you know and how it can be useful can help you build trust with your prospect.
Mistakes to Avoid
Missing Personal Touches
Your email will seem self-serving and detached if you don't add a little personalization. Consider making your follow-up email engaging, conversational, and useful if you're looking for a positive response.
Use LinkedIn to conduct a little research on your prospect if you're not sure where to begin.
Skipping Important Information
Your prospect may see your follow-up email as a waste of time if it doesn't include valuable or practical information.
When you are on the phone or in a meeting, take careful notes. As you write your follow-ups, refer to those notes, as well as previous emails, to ensure each email has some value for the recipient.
Forgetting to Proofread
Grammar and spelling errors aren't the only mistakes that can make your follow-up email seem unprofessional. Emails can also be sent to the wrong recipient or attachments can be skipped.
You shouldn't rely solely on your email proofreading tools to check your emails. Before clicking send, confirm the sender, subject, and attachment information.
Not Adding a Call-to-Action
Without a call-to-action, your prospect may not feel compelled to respond. Even if prospects are waiting for stakeholders or not yet ready to buy, a well-written CTA encourages them to connect.
Looking for new call-to-action ideas? Check out this list.
Sounding Pushy or Aggressive
Make sure your follow-up emails are written in a friendly tone. It is motivating to be persistent and direct. The problem is that if you push those qualities too far, they can come across as blunt, harsh, and aggressive.
Make sure you read your message aloud before hitting send. Listen for phrases that may offend your recipient as you read.
Not Saying Thank You
Prospects are busy and appreciate respect for their time. Showing genuine gratitude can help you build a positive relationship with each follow-up.
Follow-Up Email Example
Bumping this in your inbox
Dear [prospect name],
I hope your week is going well so far. I enjoyed hearing about your [business pain point] on our last call. In my opinion, [company name] can help you [insert benefit here].
I would love to chat with you for 15 minutes about a few ideas I have. Is Thursday a convenient day for you? If so, feel free to book some time on my calendar: [insert calendar link].
Many thanks,
Signed
Follow-Up Email Templates
1. Following Up After Sending Resources
If your customer hasn't responded to your list of resources, use the email template below. Your CRM might have even shown that they opened the email, but they didn't reply. If that's the case, they're probably too busy to respond.
Resources list for [business name]
Hi [prospect name],
Hope you’re well. Did you have a chance to look at the [articles, resources, links] I sent last week?
Since it was a pretty long list, I’ve compiled the most useful ones below:
- [Link 1]: This is a great how-to on resolving [business pain point] — very quick read.
- [Link 2]: You were curious about [insert product feature], and this is a great summary written by my colleagues.
I’d love to touch base this week and see if we can help [business name] [achieve X results]. Are you free on Friday for a ten-minute call?
Thanks,
[Signature]
2. Following Up After Demo
Customers who have reached the demo stage won't ignore your emails. Your product or service is likely to be of interest to them. You should touch base again and make sure you're still on the customer's radar if they received a demo but didn't respond to your emails:
Following up after the demo last week
Hello [prospect name],
Just bumping this up in your inbox. Did you get a chance to speak to [higher-up] about moving forward with [product or service]?
If not, I’d love to set up a phone call so I can get your team started [achieving X results]. Are you and your manager available on Wednesday morning for a brief phone call?
Thanks,
[Signature]
3. Following Up After a Missed Call
Have you sent an email and also called? You haven't heard back from either of them?
First, this is one of those situations where you’d wait a week. Don't pester the prospect too much. Second, send an email that re-establishes the value you can bring to their company:
Growth opportunities for [business name]
Hey [prospect name],
It seems like it’s not a great time for us to connect, but I really think [specific features] could help your business [achieve X results].
If you’re not the right person to talk to, whom should I reach out to?
Thanks,
[Signature]
Tip: If you’ve tried to get in contact several times and get no response, it’s safe to assume they’re not the right person to talk to — or they’re an unqualified lead. Either ask for another contact, or stop emailing the person and wait for the company to hire the right contact.
4. Following Up After Sending a Contract
For smaller or freelance businesses, sending a contract is something you do early on in the sales cycle — more like a quote than a legally binding document.
Sending a contract is a much bigger deal for enterprise salespeople. Ideally, you won't have to follow up with the recipient after that point since it's implied that he's ready to sign.
If you didn't receive a response after sending a contract via email, send a short check-in message.
[Product name] contract
Hey [prospect name],
I hope you’re having a great week. Did you get a chance to look over the contract I sent on [date]?
Can I answer any questions or resolve any concerns? I’m excited to get you and your team on board so we can [achieve X results] for your business.
Thanks,
[Signature]
5. Following Up After They Submitted a Sales Inquiry
Your prospect may have submitted a form, signaling purchasing intent. You responded, but they didn’t get back to you.
This lead is still hot, and it’s most definitely worth following up:
Helping your business [achieve X]
Hi [prospect name],
Thanks for reaching out through our website. I realize my last email may have gotten lost in the slush pile, so I’m following up again.
You said you’re interested in [product or service] and are having trouble with [business pain points]. I’d like to set up some time for us to chat. Are you available on Friday morning?
If not, feel free to book a slot on my calendar: [meeting link]
Thanks,
[Signature]
6. Following Up After You Connected on Social Media
If you connected on social media, sent an email, and received no response, follow up again — especially if the prospect seemed interested in your offering.
Glad to connect with you on [social media platform]
Hey [prospect name],
It was great to connect with you on [social media platform] last week. I’m touching base again with a few resources that I think would be helpful as your business tries to [achieve X result].
-
- [Link 1]
-
- [Link 2]
-
- [Link 3]
If this isn’t a good time for us to connect, I’d love for us to stay in contact. Submit this form [link] so you can be the first to learn about our product updates straight from me. I’ll be looking out for your submission.
Thanks,
[Signature]
7. Following Up After They Don’t Renew Their Contract
In some cases, prospects choose not to renew their contracts, ignoring your first email and even automated reminders.
[Business’] contract up for renewal
Hey [prospect name],
It’s [your name] from [your company name]. Hope you’re having a great week.
Did you receive my email about your contract being up for renewal? Just in case, I’m bumping this up in your inbox.
Your contract’s renewal date was on [date], and the grace period is about to end.
I’d love to talk about alternative options. Are you available on Thursday morning for a fifteen-minute call?
Thanks,
[Signature]
8. Following Up After Sending a Quote
If you send a quote via email, you should follow up to reiterate the value of your solution if you don't receive a response.
Quote for [product]
Hi [prospect name],
Hope your week is going well. Did you get a chance to look over the quote I sent on [date]?
The sooner I get the quote approved, the sooner we can get your business to [achieve X results].
I’d be happy to answer any questions, and if you need to renegotiate some of the terms, we can hop on a phone call. Would Friday work for you?
Thanks,
[Signature]
9. Following Up After Sending Product Samples
Prior to moving forward with a quote, contract, or purchase, some industries, such as the print and manufacturing industries, require product samples.
If they don't respond to your first email, follow up - especially if they're an enterprise customer.
[Your company name] product samples
Hi [prospect name],
Hope you’re enjoying the product samples so far. I shot you an email last week to get your temperature on the samples and am bumping this up to the top of your inbox.
How are the samples working for you? I’ve compiled a comparison chart for the products I sent over:
[link]
I would recommend [product] because of its [feature that relates to their business challenge].
Are you curious about any additional products?
Thanks,
[Signature]
10. Following Up After a Free Trial
Offering a free trial is a great way to showcase your SaaS product and capture prospects' attention. You should check in with your prospect if the trial period is about to end and they aren't responding to your emails.
About your [product name] free trial
Hey [prospect name],
Hope you’re having a great week! Just reaching out to let you know that your free trial will end on [date].
How are you enjoying the software? Has it helped your business [achieve X results]?
If you need more time before making a choice, that’s totally understandable. Email me back if you’d like a trial extension, and I’ll work with our product team to get you one more week.
In the meantime, I’d love to hear how the product has been working for you. Are you available on Wednesday afternoon for a 15-minute call?
Thanks,
[Signature]
Always Send a Follow-Up Email After No Response
Salespeople work hard, and receiving responses to our emails makes us feel successful. Follow-up emails are essential for leading the conversation towards a closed deal, but they shouldn't be sent too often. Put some of these tactics to the test in your follow-up outreach and see how they impact response rates.