If you work in sales, you’re passionate about building relationships with your clients. Maybe you’re a little obsessed — the best sales leaders are.

We take email communication very seriously at SERHANT. — especially follow-up emails, which can turn missed connections into strong client relationships. If you aren’t thinking hard about the tone, timing, and content of your follow-up emails, then you’re letting potential relationships wither and leaving money on the table. 

This is our playbook for follow-up emails that really work: when to send them, how to write them, and the tool you need to stay on top of it all.   

Why follow-up emails can make or break your sales pipeline

Following up puts you ahead of the competition. 48% of salespeople don’t send a single follow-up email! Persistence pays off: if you send more than one follow-up email, your chance of hearing back rises.

After all, life happens. Your clients get busy and distracted. Your property, or product, or whatever you’re selling, might interest them — but without a nudge, it can easily slip from their mind. 

Follow-up emails are reminders that you’re still thinking about them, and you’re invested in helping them achieve their goals.

When to send follow-up emails

Sales is about personal relationships. You wouldn’t blast a friend with multiple emails day after day, and you wouldn’t leave them hanging either. Some studies show that the sweet spot for sending a follow-up email is 2-3 days after your last touchpoint, winning you a reply rate of 31%. 

If you wait more than 5 days, the likelihood of a reply drops to 24%. But following up the next day causes your response rate to plummet down to 11%.

The SERHANT. brokerage’s secret weapon

When it comes to follow-up emails, timing is critical — but it’s a lot to keep track of. I firmly believe that people in sales should be spending their time deepening their client relationships, not on admin. 

This is where AI tools come in. They remove your busywork and free you to focus on what you do best: building rapport and closing deals. That’s why years ago, I introduced my CEO and co-founder Ryan Serhant to SaneBox. 

SaneBox is an AI email management tool that quickly filters your most important emails. You can use its SaneReminders feature to keep your follow-up timing on point. You simply send an email, then set a reminder to follow up in 2 days — the follow-up sweet spot.

SaneBox spread through SERHANT. like wildfire. Before long, so many additional agents, and my own team, were using SaneBox. They were communicating better, they stayed on top of their most important threads, and they were seeing more success with their clients.

How to write the perfect follow-up email

Now you have the timing and the right tool, how do you craft an email that grabs attention? Here’s a breakdown of the email best practices we use at SERHANT.

Subject lines: Get opened or get ignored 

• Be human. At SERHANT. we swear by the HALL method (you can learn about it on Ryan Serhant’s course, Sell It) and the “H” stands for “Have Empathy.” Don’t Use Title Caps or write like a clickbait headline. Read your subject line out loud — if it sounds off, it doesn’t read well either.
• Stay on topic. What makes your client tick? Write a subject line that’s specific, either mentioning something you’ve talked about or one of their likely pain points. 
• Avoid the spam filter. Most inboxes filter out subject lines with spam trigger words: “100% satisfied,” “limited time,” and “no cost” can send you to the spam folder. 

Writing the email: Always offer value

• Skip generic intros. Do you like getting emails that are “Just following up” or “Per my last email?” Neither does your client.
• Offer new information. Reinforce your position as a trustworthy adviser by sharing an industry update or news article. But don’t overwhelm them with info; a one-liner and link is enough. 
• Bring a fresh angle. If you don’t have any substantial updates, then articulate your value prop in a new way — share stats or a relevant anecdote, or ask a specific question to gauge their interest and how their needs are evolving.

Getting the reply: Make it easy

• Ask one question. If you fire multiple questions at your client, replying will feel like work. Make it as easy as possible by giving them one clear request — like suggesting a good time to jump on a call. 
• Set a reminder. As soon as you’ve sent your email, set yourself a reminder with a tool like SaneBox, so you know exactly when to follow up again if you need to.

Templates you can use right now

These are some of our favorite approaches to follow-up emails and you can customize them, whatever you’re selling.

The Value Reminder 

You’ve had a call, or exchanged messages, and you can sense their hesitation. This is a good time to re-emphasize your value and understand where the friction lies. 

Hi [Their Name],

I know you’ve got a lot on your plate, so I’ll keep this quick. 

We’ve been talking about [product/service] and how it can help with [specific need].

One thing we didn’t talk about yet: [add a statistic, pain point, industry shift, or other new information like a price change].

What’s your timeline for [making a decision]? I want to make sure I’m here when you need me.

Best regards,

[Your Name]

The Industry Update 

We love this approach at SERHANT.: remind your client of your expertise and that you’re here to solve their problem. 

Hi [Their Name],

I came across some news that’s shaking up the market/industry: […] 

I pulled together a quick snapshot of how buyers/companies are leveraging [specific strategy/trend] to stay ahead [include a couple links/insights in bullet points here].

I’d love to hop on a call to explore how we can put these insights to work for you. Is there a day next week that works for you?

Talk soon,

[Your Name]

The Curiosity Igniter 

You thought they’d be a straightforward sale, but now they’re ghosting you. Spark their curiosity and remind them you’re committed to a deal that works for their needs and timeline. 

Hey [Their Name],

Curious if you’re still exploring [solution/product]?

When we last spoke, you mentioned [specific need/challenge], and I had this idea pop up that could be a missing piece of the puzzle. 

How about we set up a call: would Friday afternoon work for you?

Sincerely,

[Your Name]

Common follow-up mistakes 

Being too aggressive. Daily follow-ups, pushy subject lines…make sure your follow-ups are adding value, not raising your prospect’s defences.

Getting discouraged. Don’t give up after the first follow-up. Three follow-ups is the magic number, and many closers get results with a sixth or seventh.

Not using AI as your follow-up wingman. If you don’t schedule your follow-ups effectively, they’re a waste of time — so lighten your admin burden by setting follow-up reminders with a tool like SaneBox. 

Your email follow-up checklist: 3 essentials

Implement these today and watch your sales pipeline transform.

• Templates. Customize our templates or create your own.  
• Reminders. Follow up with perfect timing; SaneBox makes this easy.
• Persistence. You can have the best product and the best pitch, but if you’re not persistent, someone else will close the deal instead of you. 

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Author Bio

Ryan J. Coyne, affectionately known as “Coyne,” has been a tech enthusiast since childhood, steering his passion into a dynamic career at the forefront of real estate technology. As the Chief Technology Officer for SERHANT. and a co-founder when the brokerage rose to global recognition in 2020, Coyne has been instrumental in shaping the company’s technological evolution, including its media production, education, and creative agency, along with the ADX platform.

In addition to his pivotal role at SERHANT., Coyne has made appearances on Netflix’s hit real estate reality show Owning Manhattan. His innovative approach to tech and leadership in hospitality, cybersecurity, AI, and blockchain have earned him speaking engagements at esteemed conferences like Inman Connect, The Real Deal Showcase, and Silicon Slopes, as well as for global giants like IBM and Google.

Coyne’s work extends beyond real estate, with significant contributions to public service as a tech advisor to Nassau County and for the Town of Oyster Bay. His forward-thinking infrastructure plans for the USPS even garnered federal attention.

Whether he’s revolutionizing tech, captivating audiences, or shaping the next trend, Coyne remains a trailblazer with a charismatic flair.