Crafting Persuasive Follow-up Emails For Your Proposals

Posted by Didi Inuk | July 18, 2023 | All, proposals
Crafting Persuasive Follow-up Emails For Your Proposals

Picture this – You did your research about your client, found out how your business could help, crafted the perfect pitch and sent the business proposal, but still no response from the client. 

This can be frustrating and daunting for any salesperson. However, you don’t have to wait in silence to see if your efforts will yield any results. You can simply follow up on your proposals. 

Follow-up emails offer a second chance to make an impact on the recipient especially when sending a proposal. It often takes multiple touchpoints before a prospect converts into a customer. 

70% of salespeople stop at one email. Yet if you send more emails, you’ve got a 25% chance to hear back.

Why should you bother after being possibly ghosted by a client? 

Did you know that only 2% of sales happen during the first point of contact and only about 8% of salespersons follow up 6 or more times?

Imagine all that time and work spent creating a perfect proposal and you give up at the first point of contact.

If about 60% of customers reject offers at least four times before making a purchase decision, then it’s safe to say that your persistence is a huge factor in making the sale happen. 

Here are our best tips on crafting persuasive follow-up emails that win over your clients. 

Keep Them Spellbound with Your Subject Line

Crafting an attention-grabbing subject line is the crucial first step in ensuring your follow-up email stands out in a crowded inbox. The subject line serves as the gateway to your message, determining whether the recipient will open it or simply ignore it. 

Your subject line should be short and to the point. It should clearly convey the purpose or main benefit of your email without being vague or using too many words. State the value you’re bringing in the email subject line.

Some examples we love:

“I have the design templates you’re looking for”

“Claire, we’re waiting to give your building a makeover”

“Affordable real estate options: we know where to look”

“Limited Offer: Office cleaning services that are a steal”

Email template

Some examples we don’t love: 

“Hi, Did you see my last email and proposal?” 

“Just checking in again regarding the proposal” 

“You won’t get a better offer than this. Sign the proposal”

Remember to use words that create a sense of urgency that compels the recipient to open the email promptly.

Make the Recipient Feel Special

One of the key factors in crafting persuasive follow-up emails is personalization. It goes beyond simply using the recipient’s name in the greeting; it involves creating a sense of individuality and making the recipient feel special. 

Tailor the content of the follow-up email to align with the recipient’s interests and preferences. Use the information you have gathered to highlight how your product, service, or solution specifically addresses their pain points. 

If there have been previous interactions with the recipient, such as an initial meeting, a phone call, or an exchange of emails, it’s essential to reference those interactions in the follow-up. 

When a follow-up email feels tailored specifically to the recipient’s needs and preferences, it significantly increases the chances of engagement and response.

Offer Value & Address Concerns

In the context of follow-up emails, providing value means offering something of relevance and importance to the recipient. You have to understand what your recipient’s needs are before you can provide any kind of value to them.

Make sure that your follow-up emails are tailored to the wants and interests of the person who is getting them. The perceived value of your conversation goes up when you show that you understand their unique problems and goals.

For instance, if you’re pitching an AI business proposal, you could educate them about the benefits and show practical use cases that can turn their business around.

Offer discounts, promotions, or early access to goods or services that are only available to your customers. This makes the person feel like they are important and makes them more likely to act.

Figure out where the person is hurting and give them real-world solutions or give away free resources like e-books or webinars that give useful information and insights without any obligation. This makes the person feel good and builds their trust in you.

Include a Clear Call-to-Action 

A compelling call-to-action (CTA) is the driving force behind successful follow-up emails. 

It serves as the ultimate directive, guiding recipients toward the desired action you want them to take. Whether it’s signing the proposal or scheduling a call, a well-crafted CTA can make all the difference in converting prospects into valuable customers.

Call to action for follow up

When crafting your CTA, eliminate ambiguity as it leads to confusion, and confused recipients are less likely to take action. Clearly state what you want the recipient to do and leave no room for doubt. 

For instance, instead of a vague “Click Here,” use a more precise and actionable phrase like “Sign the Proposal.”

A strong CTA should be short and to the point. Avoid lengthy explanations or too much detail. A few carefully chosen words can have a more significant impact than a lengthy sentence. Remember, brevity is key to capturing attention.

Follow-up At the Right Time

Sending a follow-up email at the right moment can significantly impact how the recipient perceives your message and whether they take the desired action. 

Should you wait a few hours, a day, or a week? The truth is, there’s no one-size-fits-all answer to this question. The timing that works best for one recipient might not yield the same results for another.

Before you decide when the best time is to send a follow-up email, think about the last time you engaged. If the first email you sent was in answer to a question or request, it’s usually best to send the follow-up email 24 to 48 hours later. This short time frame lets you stay in the recipient’s thoughts and shows that you are prompt and professional.

On the other hand, if your first email was more of an introduction or a sales pitch, you might want to give the receiver a little more time to process the information. In this case, sending a follow-up email too soon could make the sender seem pushy or desperate, which could stop the receiver from getting involved further.

Keep Your Follow-Ups Short and Sweet

When it comes to crafting persuasive follow-up emails, the mantra “short and sweet” should always be followed. Length emails can be daunting to read and potentially land in the email bin.

Keeping your emails concise is crucial for capturing the recipient’s attention and ensuring they read the entire message.

Long-winded emails can easily overwhelm the reader, leading to disinterest or even deletion without being fully absorbed. People have limited time and attention spans, making brevity a prized asset. You must capture the essence of your message in a short and sweet message that doesn’t overwhelm the reader.

This doesn’t mean sacrificing crucial information or compromising on the persuasiveness of your message. Instead, it requires careful word selection and organization to convey your points effectively without unnecessary fluff.

Look at this sample for a web developer: 

Hi [Client’s Name]

I hope this email finds you well. I wanted to follow up on our previous conversation regarding your website project.

I’m excited to tell you that we’ve made a custom solution that fits your business’s wants and goals perfectly. 

All that’s left to do to make this project happen is to finish up the details and get going. We’ll take care of you every step of the way because we’re committed to giving you great products and great customer service.

I’m excited to talk with you about the next steps and answer any questions you may still have. 

Let’s plan a quick call at your earliest convenience. Just click on this Calendly link to book a time that works best for you.

Looking forward to talking to you soon!

Best regards,

Use a Proposal Software to Track Clients to Follow Up

A business proposal software like Prospero can expand your efforts in actively following up on clients. It’s simple – when you create a proposal with Prospero, you’ll be able to see if it has been opened by your client and how long it was open for. 

Prospero proposals

This allows you to track clients who are more likely to convert into paying customers and lets you know who to follow up with easily.

Don’t Be Aggressive

While follow-ups are great for getting clients, you should be careful not to overdo it. Excessive follow-ups can annoy recipients and damage your brand reputation. 

Striking the right balance is essential to avoid becoming a nuisance. Follow-up emails should be persuasive without being aggressive. Being overly pushy or desperate may drive potential customers away.


Crafting persuasive follow-up emails is a skill that every business should master. It is an important step in making the sale. Luckily, with tools like Prospero, you can easily enhance the quality of your follow-ups and focus on making the sale. 


Idongesit ‘Didi’ Inuk is a Content Marketer at Prospero. She has a passion for leveraging content to drive meaningful conversations and help her clients reach their goals. When she's not creating content, Didi spends her time reading, watching series, or trying new cuisines.