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Why check-in sales emails are important? Get winning templates

According to a study, sales emails that are sent in sequence with follow-ups increase their chances by 3 times to get a response back. 

In sales and marketing, the first impressions are very significant, but they are not made at the first attempt. They are made with continuous efforts to reach out to the customer and earn their confidence enough to buy the product. 

The emails sent to post the first attempt are named follow-up or check-in sales emails as they are used to keep check with the customer and establish the point of contact to the stage that escalates sales. Also, these sales emails are designed to keep customer loyalty and help the company win the clients for long term. 

Now there might be different questions churning inside you about why, how, when, and to whom you have to send these check-in sales emails. No worries! We will look all and also share some winning templates at the end. 

To whom we should send check-in sales emails? 

The sales email could be sent to two broad categories of targeted audiences. 

  • The Potential Clients- Sending check-in sales emails is a professional way to keep pitching your product or services in a subtle way that is an efficient way to grab your potential customer’s attention. 
  • The Existing Clients– Sending follow-up emails to your existing clients, also known as check-in emails, help you win the trust. They feel that you still care about them and would like to nurture this relationship and address their issue post-sales too. 

Why we need to send check-in sales emails? 

According to Smalbiztrendz.com, on average, 65% of customers perceive a negative impression of the company if there are no follow-ups sent to the customer. These emails help the company to nurture their relationship with the clients for longer run. 

Also, apart from that here are solid six reasons why you should send follow-up sales emails.

1. You get registered in the subconscious of the user 

When you keep sending the sales emails, you are constantly showing up in the user’s mailbox. Whether they open the email or not, you still manage to get their eye. 

This repetitive pattern and you appearing in the mailbox builds the brand name in the user’s head and thus opens pliability of them connecting with you in the future. 

2. Your first email might have gone to spam

Many mailboxes are set to send the unknown emails to the spam, and if the user has an overloaded mailbox, the new emails sometimes land up to the spam. So, your first email may get unnoticed. 

3. Following up helps in faster deal closure  

The sale is not a one-day game; you need proper sales plan to pitch your product and close a deal. And the same implies when you shoot emails to your customers. The sales emails should be sent at calculative time intervals with a sequence. This portrays your professionalism and gives the client the impression that you know at which stage you are. 

4. Shows your concern 

When you are constantly following a protocol or sequence of sales emails, it indicates to users that you are concerned about their issues and hence, providing a solution. You can simply send the sales email in the first pronoun or by addressing them with their first or last name. It makes the email more interactive and personal which leads to a higher scope of replying. 

5. Wrong timing 

Sending the follow-up sales email is the backup for the bullseye you might have missed by sending the first email at the wrong time. Yes, there are wrong timings like sending in non-peak season or sending at late hours where the open rate of the email is low. So, a follow-up email is basically a second chance to get in the notice of your subscriber if you missed it the first time.

6. First sales email did not contain an attractive subject line

The opening rate of any email highly depends on what they see as a subject line. If your subject line is not fancy enough, the responses will be relatively lower. So, in case you made a mistake to send a sales email with a “not-so-attractive subject line”, you can redeem your chance in the follow-up email. You can also use different trips and tricks to write an effective email for a quick response. 

When is the right time to send a check-in sales email? 

Well, the first email is sent, and now the big question is when to send the other email and start shooting follow-up sales emails. Well, this could quite be tricky as you are working remotely. Not seeing your client face to face may lead to some mistakes made by your sales rep.  

So, schedule your check-in sales email when- 

  • You have not gotten a reply to the first email within a week. 
  • The first call or contact was established but no response came. 
  • The appointment was made for a demo but the client did not show up. 
  • The deal is closed verbally but payment has not been initiated.
  • There is a new feature update of the product. 
  • Discounts are being offered. 
  • You have referral schemes for existing customers. 
  • The issue was raised by the client and you resolved it. 

*It is up to the management of the company to finally decide the time and period of follow-up emails. 

What are the musts for a winning check-in sales email? 

Now, we will talk about the most common scenarios that the sales team faces with the clients and what kind of emails they need to send for follow-up. Basically, follow-up emails should- 

  • Have an attractive subject line. 
  • Convey the message properly. 
  • Look professional, not clingy. 
  • Add a personal touch to the message. 
  • Start from where the previous email was ended. 

Let us look at some of the templates to get clarity. 

1. Check-in sales emails to book an appointment 

This type of follow-up email is sent when you fixed an appointment and the client did not show up. So, you want to fix the appointment again. 

2. Check-in sales email after the meeting

This type of follow-up email is sent when the call has been made, and now you want to know the client’s response so that you can proceed towards the closure of the deal. 

3. Check-in for payment reminder 

This email is sent to the user when the deal is closed, and the initial payment or token money based on your payment policy requires the user to transfer the amount. 

These are primarily the three types of check-in sales emails that are used in the sales stage. Rest could be made on the same lines. You just have to be crisp, clear, and polite in your email. 


The secret mantra to follow-up sales emails is to actually send follow-ups! You cannot expect to drive sales by just planning to pitch your idea once and then leave it hanging in the air.  

There is a competition in every field today. If you do not make a move, someone else will and will possibly steal your potential lead and part of your profits as well. So, it is better to be alert and keep in touch with your customers, either existing or new. Because existing customers maintain loyalty and new could bring you sales. 


Mehul Shah, a digital marketer with an uncommon funny bone and a knack for perfection. Mehul has been writing about how Salesmate CRM helps small and medium business, for a long time now! He is a digital marketer and a geek in the Inbound marketing, who likes to spend most of his time researching ways technology is influencing your daily life (positively).

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