Mastering Follow-Up Emails: 5 Essential Elements for Success

Posted May 31, 2023

You spend a lot of time and effort visiting a home, taking measurements, discussing options, and crafting a proposal for your customer. On average, only 2% of sales are made during that first point of contact. That means if you don’t follow up, even with a simple follow-up email, you’re missing out on potentially 98% of your sales. When writing a follow-up sales email, it's important to understand the goal of the email. Are you hoping they will call you back, review the bid, and ask you questions, or is the goal to get a signed contract? Ask for what you want in the email and give the customer an action to complete. Here are a few more tips to help you craft an effective follow-up email:

1. Personalize the email

Begin the email by addressing the customer by name and referencing your previous conversations or interactions.

2. Remind them of the benefits

Highlight the key benefits of your product or service and how it can address their needs or pain points.

3. Create a sense of urgency

Let them know that time is running out or that there are limited spots available, as this can often encourage a sense of urgency to sign the contract.

4. Offer incentives

Consider offering a discount or bonus add-ons to sweeten the deal and give them a reason to sign the contract now.

5. Make it easy to take action

Include a clear and prominent call-to-action that directs them to sign the contract or schedule a call with you.

Example follow-up sales email:

Dear [Customer Name],

I hope this email finds you well. I wanted to follow up with you regarding the [Product/Service] we discussed last week. I believe our solution is a perfect fit for your needs, and I wanted to remind you of the key benefits:

  • Benefit 1
  • Benefit 2
  • Benefit 3

We have had a lot of interest in this solution, and we only have a few spots remaining. If you're interested in moving forward, please let me know as soon as possible.

As a token of our appreciation for your business, we'd like to offer you a [Discount/Bonus Add-On] if you sign the contract within the next [Timeframe].

To sign the contract, simply click the link below or reply to this email with any questions you may have. We're excited to work with you and help you achieve [Desired Outcome].

[Insert call-to-action]

Best regards, [Your Name]

About Contractor Accelerator

Thanks for reading our Blog. We would love to help you transition your business to a more digital process. Contractor Accelerator is a leading mobile software provider for residential contractors that seamlessly integrates job estimates, digital drawings, customer management, appointment scheduling, and more features in a single platform. The Kansas City based company focuses on creating easy-to-use technology for residential repair contractors to help them organize and automate their business and become more efficient to grow without sacrificing work-life balance. For more information, visit Contractor Accelerator at