How to write a follow-up email that gets replies

Sending a strong follow-up email is a critical part of closing deals in modern sales. Many B2B sales processes rely on email outreach, and statistics show that follow-ups are often the moment when conversations move forward: roughly 80 % of deals require at least five follow-ups before closing—but nearly half of reps stop after just one attempt. (martal.ca)

In 2026, follow-up emails aren’t just polite reminders — they’re strategic value drivers that reinforce relevance, personalise outreach, and help sellers stand out in crowded inboxes. Below, we’ll walk through best practices and examples for follow-up emails that actually get responses.

Why follow-ups matter

A well-timed follow-up email increases the chance of a reply, helps keep your brand top-of-mind, and can improve overall pipeline velocity. Data shows that the first follow-up email can boost reply rates by nearly 49 % compared to the initial message alone. (ProfitOutreach)

In complex sales cycles — where buyers may evaluate multiple solutions over weeks or months — strategic follow-ups with insight and value help maintain engagement without pressure.

Best practices for effective follow-up emails

1. Send within a strategic window

Timing matters. Buyers are significantly more likely to engage when follow-ups are sent within a suitable timeframe after the previous message — typically 2–3 days after your first outreach, but sooner if a lead shows intent. martal.ca

In Prezentor, you can automate reminders based on buyer activity so you never miss your window.

2. Personalise your messaging

Generic follow-ups feel like noise; personalised follow-ups feel like relevance. Use the recipient’s name, reference specific points from your prior interaction, and tailor your message to their context and challenges. Personalised outreach often outperforms templated bulk emails — and modern follow-up data shows that relevance trumps frequency when it comes to engagement. (SalesHive)

With Prezentor, you can track content engagement and tailor your follow-ups based on what buyers actually interacted with during demos or shared presentations.

3. Keep your follow-ups short and value-driven

In 2025, the highest-performing sales follow-up emails are concise — typically 50–125 words — and delivered with a clear value proposition. Including a relevant resource (report, case study, ROI insight) increases your chance of reply. (martal.ca)

This aligns well with Prezentor’s interactive content — for example, including a link to a tailored presentation or ROI snippet adds immediate value without adding length.

4. Reference a next step or CTA

Your follow-up should make it easy for the reader to respond with clarity:

• Ask a clear question (“Does Thursday work for a demo?”)
• Suggest specific next steps
• Provide two time options or a resource link

Clarity reduces friction and increases reply rates.

5. Use a multi-touch approach

Statistics show that only a small percentage of sales are made on the first contact — and many require multiple touches across channels (email + LinkedIn + call). (martal.ca)

In Prezentor, you can track links and engagement metrics across channels, helping you decide when to escalate from email to video, voicemail or social outreach.

What a strong follow-up sequence looks like

A follow-up cadence that works in 2026 typically involves:

• Initial outreach with a strong value message
• First follow-up after ~2–3 days
• Second follow-up after ~1 week
• Third follow-up with added value or context (e.g., link to a personalised Prezentor presentation)

Modern data emphasises persistence with relevance: follow-ups that deliver new or useful content perform better than repeated copies of the same message. (ProfitOutreach)

Examples of effective follow-up emails

Below are scenarios and sample approaches you can adapt:

1) After initial outreach
Subject: Quick follow-up on [Topic]
Hi [Name],
I wanted to follow up on my previous message about [value/solution]. I thought you might find this relevant: [link to tailored content or presentation]. Does [specific date/time] work for a short discussion?
Best,
[Your Name]

2) After a demo or shared session
Subject: Following up on our demo
Hi [Name],
Thanks again for your time. Based on what we discussed, I’ve personalised a short recap here: [link — ideally tracked via Prezentor]. Let me know which areas you’d like to explore more — Thursday or Friday afternoon?
Best,
[Your Name]

3) When no reply yet
Subject: Any questions on next steps?
Hi [Name],
Just checking in — I didn’t hear back from you yet. If you have any questions around [problem/solution/ROI], I’m happy to clarify. When is a good time to reconnect?
Thanks,
[Your Name]

These templates reflect best practices from current sales research — short, personalised and value-oriented — and can be enhanced with trackable Prezentor links for deeper engagement insights. (martal.ca)

Avoid common pitfalls

• Don’t overdo repetitive emails: Too many identical follow-ups can increase unsubscribes and harm deliverability. (belkins.io)
• Avoid generic blasts: Personalisation and context matter more than frequent repetitions. (SalesHive)
• Don’t ignore other channels: Combining email with LinkedIn or video boosts engagement and keeps sequences fresh. (ProfitOutreach)

How Prezentor strengthens your follow-up strategy

Prezentor helps you turn follow-up emails into insight-driven conversations by:

• Tracking content engagement (who viewed what and when)
• Embedding personalised presentation links that show what parts of your pitch resonate
• Enabling sales teams to share dynamic content tailored to each follow-up’s purpose
• Automatically surfacing engagement data so you know when and how to reach out again

This means your follow-ups are not just reminders — they’re informed, relevant and contextual — increasing your chances of moving deals forward.

Final thoughts

Follow-up emails remain one of the most effective ways to nurture conversations and close deals — when they are timely, personalised, and relevant. In 2025, the most successful follow-up strategies combine data-driven insights with a multi-touch cadence and high-value content — especially when supported by tools like Prezentor that help you see engagement before you hit send.