5 Email Templates and Tips to Strengthen Your Follow-up Game

5 Email Templates and Tips to Strengthen Your Follow-up Game



Finding leads but not customers? This post is going to cover the following points on what you can do to turn this around:
  • Why should you send follow-up emails?
  • Mistakes to avoid while sending follow-up emails
                     - Without value
                      - Too long
                    - No call-to-action
  • Follow-up email scenario templates and tips
                  - Scenario: 1 Following up with a prospect who signed up for a product/ newsletter
                  - Scenario: 2 Following up to convert a prospect from freemium to premium
                  - Scenario: 3  Following up with a prospect who didn't respond to the previous email
                  - Scenario: 4  Following up with referrals
                  - Scenario: 5  Last follow-up email (breakup email)

Why should you send follow-up emails?

98% of the marketers never send follow-up emails after their initial email conversation. Follow-up mailers are sequential emails in response to your prospects action, say arranging a meeting, closing a sale, or for getting more information for converting a lead to customer.  A study conducted by Iko systems states that following up with your audience creates 1.5 times of increased response rate over the initial email. 

Mistakes to avoid while sending follow-up emails

Follow-up emails don't make a difference if 
      - it doesn't add any value
      - it is not to the point
      - it has no call to action (CTA)
 
Now let's analyze each metric briefly and see how it impacts your open rate.


Serves no value

Would you respond to an email that directs you to a product signup without first being of any value? No! And this applies to your audience as well. Ensure your initial conversation isn't pushy and talks plain value. In the follow-up email, suggest additional relevant information to provoke and intrigue your audience. 


Too long 
​

 More often than not, customers get dumped with too much information which sounds pushy  or makes it clear that  you are here to sell. After sending a welcome email, it's best to look at what the user needs, understand this and work towards it. For example, a new user might need a helpful webinar/tutorial to get started rather than repeated calls on other services, when they  haven't implemented the ones they have already! Don't repeat what you do and what your core values are in the follow-up email. If you want to reiterate, link to the previous email you sent. Short, concise, and to the point emails will increase your overall response rate. 






Lacking call-to-action


The points discussed above will be ineffective if there is no call-to-action. The action you want them to perform decides the ROI of the follow-up emails. Say, suggesting they attend a webinar, sign up for a newsletter, or upgrade their service, it all boils down to the proper call-to-action present in the email. Directing them to your desired action serves the purpose of your follow-up email.  


Follow-up email scenario templates and tips

We will see some of the frequent scenarios where a marketer needs to send a contextually relevant follow-up email along with some quick tips to help them send more personalised follow-up emails:

Scenario: 1 Following up with a prospect who signed up for a product/newsletter


 


Tips: 
  • Adding stats (charts, graphs, or basically any visually pleasing variant of that easily conveys numbers)to your email content is one of the smart ways to capture your audience's attention. 
  • When a prospect signs-up for the product, instead of explaining the pro-features, give them enough time and resources to explore the product. 

Scernario 2: Following up to convert a prospect from freemium to premium

 


Tips: 
  • Always make sure your the CTA is visible and eye-catching. Here, the upgrade to premium button is prominent with a bold color that stands out. 

Scenario: 3 Following up with a lead who didn't respond to the previous email



Tips:
  • For following up with user for the second time, don't copy-paste the same content that you initially sent. 
  • Be direct and convey what you want from your audience. 
  • Also, take enough time before sending the second email. Don't bombard your prospects with emails expecting immediate responses. Patience and persistence are the keys. 

Scenario: 4 Following up with referrals



Tips: 
  • While drafting the referral mail, ensure that you mention the referral name (the person who referred the contact). It lends credibility to your email and helps the prospect consider your solution. 
  • Also, drop a few titbits of what you do briefly, to provide value. 
  • As mentioned earlier, the CTA should be visible in order for easy navigation. 

Scenario: 5 Last follow-up email (breakup email)



Tips: 
  • When you want to end the follow-up email with a prospect, sending a break-up email can increase the chances of conversion due to loss aversion.
  • Loss aversion influences the receiver and creates an urgency to act upon the email as this will be their final chance.
  • Also, give them the option to express their standpoint.
Pro tip: You can also go about using a personalised break-up subject line which can increase the possibilities of opening the email. They are:
  • Goodbye from XYZ
  • Should I stay or should I go now? 
  • Thank you from XYZ
  • It is time to part
  • We are going to miss you.

Email marketing is one of the best channels to generate a highest ROI. Sending follow-up emails is the first step in lead nurturing that makes an overall difference in your email marketing strategy. Personalized and relevant follow-up emails take you a step ahead in providing credibility and, evokes the user's interest in responding. Creating a compelling follow-up email is hard, but all it takes is the first step -  keep fine-tuning it for better reach, every time. Do check out our previous post on 3 simple strategies to create an effective email marketing campaign. Drop us your thoughts in the comments on how  you follow-up with your clients, and what worked best for you.


    • Sticky Posts

    • 10 simple e-commerce marketing tips to boost sales

      Congratulations! You've finally set up that e-commerce store you've been thinking about for a long time. Hopefully it wasn't too difficult. Even if it was, the effort will be totally worth it when you start seeing some orders come through. Now that the store is live, let's take a look at some marketing tips you can apply for sales growth. 1. Avoid cart abandonment If you've ever shopped online, you might have added a product to the cart but then decided not to purchase it. This is known as cart abandonment.

    • Marketing in a post COVID-19 world!

      Consumers across countries are increasingly spending more time on a wide variety of digital activities, right from online grocery shopping, to video conferencing, to tele-medicine. There is a good chance that you performed one or more of the following activities during this lockdown, thanks to COVID 19: Cooked a meal Made a TikTok Video Signed up for a remote learning session Consulted a doctor online (or ordered medicines online) Shopped for groceries online A study by Hunter, a food and beverage

    • Inbound Marketing 101: The Foundational Blocks of Inbound Marketing Strategy

      According to a behaviour survey, 68% of the buyers use sources such as blogs to evaluate the product even before considering it. Before buying a product, we do a lot of research to learn more about the product through communities, blogs, social media,

    • How Zylker doubled their webinar registrations!

      Webinars are good educational resources to gather qualified leads for your product. But what if your visitors are dropping off from your webinar landing page without signing up? What more could you do to convert visitors into registrants? This is the

    • The ideology behind why features tell, but benefits sell

      Do you think there's any truth to this? Do features only tell, and benefits sell?  Well, let's see why we should focus on benefits rather than features as the great marketing wizards, David Ogilvy and Steve Jobs proved to be the best examples leveraging

      • Recent Topics

      • Invalid scope choice: Workdrive integration in CRM

        Bug: There is an invalid option in the permission choices for Workdrive integration in CRM. If the entry "WorkDrive.teamfolder.CREATE" is selected, it will return a message indicating invalid OAuth scope scope does not exist.

      • How to add line breaks in zoho.cliq.postToUser(...) message?

        In a CRM function using Deluge I'm sending this message and attempting to add some line breaks but they are ignored. Is there another way to add these breaks? My message: message: New urgent task\nDescription \nThis is a fake description.\n A new line?

      • Enable Free External Collaboration on Notecards in Zoho Notebook

        Hi Zoho Notebook Team, I would like to suggest a feature enhancement regarding external collaboration in Zoho Notebook. Currently, we can share notes with external users, and they are able to view the content without any issue. However, when these external

      • emailing estimates

        Shows up in the customer mail logs as sent but nobody is receiving them, even when I send them to myself I don't get them ??? Something wrong with the mail server or my end ?

      • Powering Customer Support with our women

        In Zoho Desk support, women make up 50% of our team. We see this as one of our strengths, reflecting the spirit of this year’s theme, "Give to Gain". Our women find their balance Women carry many responsibilities — they represent frontline support, lead

      • How to use OR when filtering using two fields

        I want to create return a list of Account Names by filtering on Field1 = "yes" OR Field 2 = "no" I can't see how to use the OR in the filter.

      • Mobile phone version not working well

        I am working on the Zoho Site Builder. In the preview the desktop version looks okay, but in the mobile phone preview many words are cut off in the weirdest (wrong) way. How can I fix that?

      • Zoho - Please explain difference between Thread view and Conversation view on Ticket

        I have reviewed the help document here but am still not clear on the difference between the two views. As an example, I just had a back and forth on a ticket: - Customer emails support email. - I email back from Desk. - Customer responds back. - I email back from Desk. On the upper left drop down box on the ticket Zoho Desk now says this is "4 Threads" and "4 Conversations" . How is that 4 threads?? By my count it is 1 thread and 4 conversations (assuming by "conversation" Zoho means number of total

      • Can't rename groups on Mac desktop app

        I'm working on an up-to-date Mac with a freshly downloaded Notebook app. I'm trying to rename a group within a notebook. Here I have, left to right, a note, a group, and a note. I select the group. On the top left, I select Action. On the dropdown, "Rename"

      • Zoho Forms - Feature Request - Year Field

        Hi Zoho Forms Team, You currently have the following date and time fields: Date Time Date and Time Year and Month It would be useful if you could include a "Year" field For example a recent application I completed said "What year was your house built?"

      • I need help to take Reports for tickets moved between departments.

        Hi, I need help to take Reports for tickets moved between different departments. Pls guide Shyam

      • Export to excel stored amounts as text instead of numbers or accounting

        Good Afternoon, We have a quarterly billing report that we generate from our Requests. It exports to excel. However if we need to add a formula (something as simple as a sum of the column), it doesn't read the dollar amounts because the export stores

      • Increase Round Robin Scheduler Frequency in Zoho Desk

        Dear Zoho Desk Team, We hope this message finds you well. We would like to request an enhancement to the Round Robin Scheduler in Zoho Desk to better address ticket assignment efficiency. Current Behavior At present, the Round Robin Scheduler operates

      • Automation #6 - Prevent Re-opening of Closed Tickets

        This is a monthly series where we pick some common use cases that have been either discussed or most asked about in our community and explain how they can be achieved using one of the automation capabilities in Zoho Desk. Typically when a customer submits

      • Zoho Desk EU slow/unresponsive

        Has anyone else got issues with ZohoDesk today in the EU? It takes an age to come back and if you do start typing something and try and send or save it looks like it times out. We are also getting this pic. ot I can't see anything on https://status.zoho.eu/

      • EU DC Partial Outage Resolved: A Detailed RCA

        Incident Summary Due to an overload on one of the nodes in the EU DC for Zoho Desk, the system was unable to handle the heavy load, causing a slowdown in requests and resulting in a partial outage for customers with data residing in that node. On May

      • Use Zoho Creator as a source for merge templates in Zoho Writer

        Hello all! We're excited to share that we've enhanced Zoho Creator's integration with Zoho Writer to make this combination even more powerful. You can now use Zoho Creator as a data source for mail merge templates in Zoho Writer. Making more data from

      • Perfomance Management - Zoho People

        Hi team, I am looking for performance management data such as KRA, goals, feedback, appraisals, etc., in Zoho Analytics. However, I am unable to find these metrics while editing the setup. Could you please confirm whether these fields are available in

      • Deprecation of the Zoho OAuth connector

        Hello everyone, At Zoho, we continuously evaluate our integrations to ensure they meet the highest standards of security, reliability, and compliance. As part of these ongoing efforts, we've made the decision to deprecate the Zoho OAuth default connector

      • Good news! Calendar in Zoho CRM gets a face lift

        Dear Customers, We are delighted to unveil the revamped calendar UI in Zoho CRM. With a complete visual overhaul aligned with CRM for Everyone, the calendar now offers a more intuitive and flexible scheduling experience. What’s new? Distinguish activities

      • Zoho Mail iOS app update: Display recipient's nickname on contact suggestion

        Hello everyone! In the most recent version(v3.3.1) of the Zoho Mail iOS app update we have brought in support to display recipient's nickname in contacts suggestion. Please update the app to the latest version directly from the App Store or using the

      • Digest Février - Un résumé de ce qui s'est passé le mois dernier sur Community

        Bonjour chers utilisateurs, Le 26 février, nous avons organisé notre première session Ask the Expert de 2026. Nous sommes heureux de partager que ce fut une session très interactive, avec de nombreuses questions intéressantes posées par nos clients. Si

      • Zoho CRM Case Notes - Share to Customer

        Hi team does anyone know the Api to set a note, against a case, to shared with customer? i cant seem to find it  cheers 

      • Zoho Forms - Feature Request - Past Into Scanning/OCR Field

        Hi Zoho Forms Team, You recently introduced the OCR/Scanning field which I have found great use for with one client who receives work orders as a screenshot from one customer. I want to raise a feature request here which would make that field even more

      • Synching changes to Stripe when changes are made in Zoho Billing

        We have a situation where we have merged customers in Zoho BIlling and then found out later that the payment in Stripe was not updated and still associated with the old customer record. The card gets updated and billed, but that payment is still associated

      • Send out follow-up email in the same thread (threaded conversations in individual emails) from Zoho CRM

        Hi, I'm new to Zoho. I'm trying to send individual emails to my leads one by one. And I'll send out follow up email if I don't hear back from them later. However, instead of sending a new email, I want to reply in the same email thread so that the recipients

      • Depositing funds to account

        Hello, I have been using Quickbooks for many years but am considering moving to Zoho Books so I am currently running through various workflows and am working on the Invoicing aspect. In QB, the process is to create an invoice, receive payment and then

      • Is Zoho Sites still actively being developed?

        Hello, Is Zoho Sites still actively being developed as part of the Zoho ecosystem? I noticed that the What's New page (https://www.zoho.com/sites/whats-new.html) does not show any updates since Q1 2025. We were considering migrating our website from Squarespace

      • FSM integration with Books

        Hi, I have spent a few months working with FSM and have come across a critical gap in the functionality, which I find almost shocking....either that, or I am an idiot. The lack of bi-directional sync between Books and FSM on Sales Orders/ Work Orders

      • web to lead

        Can anyone help me how to create web to lead from zoho marketing automation

      • Introducing Workqueue: your all-in-one view to manage daily work

        Hello all, We’re excited to introduce a major productivity boost to your CRM experience: Workqueue, a dynamic, all-in-one workspace that brings every important sales activity, approval, and follow-up right to your fingertips. What is Workqueue? Sales

      • UI issue with Organize Tabs

        When looking at the organize Tabs window (bellow) you can see that some tabs are grayed out. there is also a "Add Module/Web Tab" button. When looking at this screen it's clear that the grayed out tabs can not be removed from the portal user's screen

      • I created a signup form in Zoho Marketing Automation with the correct field mapping, but the data is not being reflected under Leads in Zoho CRM.

        web to lead from zoho marketing automation

      • Pasted Images not being embedded in custom mail

        Hi, I'm making a custom report by email based on commentaries. I have the email ready, all working great except for images that are being pasted in the commentaries. Zoho deals with them as temp images and so it requires authentication to view them, something

      • Kaizen #232 - Building a Ticket Escalation Mechanism from Zoho CRM

        Howdy, Tech Wizards! Picking up the thread from last week, we will continue our Zoho CRM and Zoho Desk integration. In Kaizen #231 - Embedding Zoho Desk Tickets in Zoho CRM, we built a Related List widget that displays open Zoho Desk tickets within the

      • Inactive License for free account.

        I recently upgraded my Cliq subscription not my team (on the free version), are unable to login to their accounts. The error message received is Inactive License Looks like you have not been covered under the current free plan of users. Please contact

      • Deluge scripts

        Why is there not a search function to make it easier to find the script of interest when modifications are required.

      • Zoho Sheet for Desktop

        Does Zoho plans to develop a Desktop version of Sheet that installs on the computer like was done with Writer?

      • Zoho Books (and other Finance Suite Apps) - Clickable Item Name on Invoices and Reports

        Hi Zoho Books team, It would be really helpful if the Item Name on Reports were clicable to take me to the item. The same on Invoices, often I am looking at an invoice and I want to look at the deails of a product. A link here would be helpful to jump

      • Zoho Books - Payment Gateway - Revolut

        Hi Books Team, My feature request if to include the popular platform Revolut as a payment collection option on invoices in Zoho Books. Please upvote if you are also looking for this option.

      • Next Page