Top Sales Follow Up Email Sample Templates for 2025

Why Your Franchise Leads Are Going Cold (And How to Fix It)

Every franchise lead you generate represents a significant investment, often costing between $40 and $70. Yet, the industry average closure rate is notoriously low, with roughly 25 deals closing for every 1,000 inquiries. The primary culprit? A delay in your follow-up. The value of a lead decays dramatically with every minute that passes, making speed the single most critical factor in successful franchise development. While a powerful sales follow up email sample is an essential tool, relying on email alone is a strategy that often leaves money on the table.

This guide provides a collection of high-converting follow-up email templates designed specifically for franchise sales. We will break down the strategy behind each example, offering actionable takeaways you can implement immediately. More importantly, we'll frame these emails within a modern, multi-channel communication strategy. The reality is that text messages get noticed instantly, while emails can get lost. The most effective franchise sales teams combine the detailed, value-driven approach of a great email with the lightning-fast immediacy of an automated SMS. This article will show you how to master that combination, ensuring your follow-up is not just thoughtful but also immediate. For a wider array of examples beyond these, explore proven sales email templates for closing deals that can boost your outreach.

1. The Immediate 'Thank You & Recap' Email

This first follow-up is your most critical touchpoint after an initial discovery call or meeting. Sent within an hour of your conversation, its purpose is to solidify the connection, reinforce the value discussed, and maintain the momentum you've built. For franchise development, where the decision-making process is complex and emotional, this immediate professionalism sets a powerful precedent. It shows the candidate you are organized, attentive, and serious about their potential partnership.

While this is traditionally an email, the core principle is speed to lead. In today's competitive landscape, an hour can be too long. While an email is good, a text message is often better for immediate impact. A text sent seconds after the call ends ensures your brand is the one that stays top-of-mind.

Strategic Breakdown

The goal isn't just to say "thank you." It's to strategically frame the conversation in a way that moves the deal forward. This sales follow up email sample (or text) serves three functions:

• Appreciation & Validation: It validates the candidate's time and interest, making them feel heard and valued.
• Recap & Reinforcement: It summarizes the key points and mutual agreements, ensuring alignment and preventing miscommunication.
• Call to Action & Next Steps: It clearly outlines what happens next, removing any ambiguity and making it easy for the candidate to continue the journey.

Sample Template & Analysis

Here is a sales follow up email sample designed for a franchise development context.

Subject: Great connecting today, [Prospect Name]!

Hi [Prospect Name],

It was great speaking with you today and learning more about your interest in opening a [Your Franchise Brand] in [Their City/Region].

I especially enjoyed hearing about your background in [Mention a specific detail, e.g., "operations management"] and how you see that aligning with our mission to [State Your Brand's Mission].

As we discussed, here are the key takeaways:

• Your goal of [Mention their goal, e.g., "building a multi-unit operation within 5 years"].
• Our franchise model's unique strengths in [Mention a key benefit, e.g., "marketing support and supply chain efficiency"].
• The next step is for you to review the Franchise Disclosure Document (FDD), which I have attached.

Please take some time to look over the FDD. I will follow up in a couple of days to schedule our next call to discuss it in more detail.

Best,

[Your Name]

Actionable Takeaways

1. Prioritize Speed: Don't wait. The value of this follow-up diminishes with every hour that passes. Use a system like FranFunnel to automate an initial text, ensuring immediate contact while you prepare the more detailed recap email.
2. Personalize Aggressively: Reference specific details from your conversation. Mentioning their personal goals or a specific question they asked proves you were listening and not just running through a script.
3. Keep it Concise: Your prospect is busy. Use bullet points to make the recap scannable. Get straight to the point while maintaining a warm, professional tone.
4. Define the Next Step: Never end a follow-up without a clear, actionable next step. Ambiguity kills momentum. State exactly what will happen next and when.

2. The Value-Added Follow-Up Email

Not every follow-up can or should ask for a decision. After the initial flurry of contact, your role shifts from a salesperson to a trusted advisor. This is where the value-added follow-up shines. Instead of pushing for the next meeting, you provide genuine value by sharing resources, insights, or solutions relevant to the candidate's specific situation. This approach, popularized by inbound methodologies, builds long-term trust and keeps your franchise top-of-mind without applying unwanted pressure.

This strategy is particularly effective during the longer consideration phases of the franchise development journey. When a candidate is weighing their options or waiting for financing, a helpful article or relevant case study demonstrates your commitment to their success, not just to closing a deal. It positions your brand as a supportive partner, which is a powerful differentiator.

Strategic Breakdown

The goal here is to nurture, not to sell. By providing helpful content, you achieve several strategic objectives that move the relationship forward, even if the sales process itself is temporarily paused. This sales follow up email sample is designed to:

• Establish Authority: It positions you and your brand as experts in the industry, building credibility and trust.
• Maintain Engagement: It keeps the lines of communication open in a non-intrusive way, ensuring you remain a relevant part of their decision-making process.
• Address Unspoken Concerns: By providing content that tackles common industry challenges, you can proactively address a candidate's potential fears or questions.

Sample Template & Analysis

Here is a sales follow up email sample for a mid-funnel prospect who has expressed concerns about local marketing.

Subject: A few thoughts on marketing in [Their City/Region]

Hi [Prospect Name],

Following up on our last conversation, I was thinking about your questions regarding local store marketing. It's a critical piece of the puzzle for new franchisees.

I came across this case study of one of our franchisees in [Similar Market] who saw a 30% increase in foot traffic by implementing a targeted community outreach program. I thought you might find their approach insightful.

[Link to Case Study or Blog Post]

It really highlights how our system supports [Mention a key benefit, e.g., "hyper-local marketing efforts while leveraging national brand power"].

No need to reply, just wanted to share this with you. Let me know if you have any questions once you've had a chance to look it over.

Best,

[Your Name]

Actionable Takeaways

1. Be a Resource, Not a Salesperson: Your primary goal is to be helpful. Shift your mindset from "closing the deal" to "helping them succeed." This authentic approach builds stronger, more durable relationships.
2. Connect Value to Their Pain Points: Don't send generic content. The power of this follow-up lies in its relevance. Explicitly connect the resource to a specific problem or goal they mentioned in a previous conversation.
3. Use a "No Reply Needed" Close: This removes any pressure for the prospect to respond, making your outreach feel genuinely helpful. Paradoxically, this often increases the likelihood of getting a positive reply.
4. Automate to Stay Consistent: Manually tracking and sending value-added content is difficult to scale. You can explore how franchise marketing automation can help you set up nurture sequences that deliver the right content at the right time, ensuring no candidate falls through the cracks.

3. The Soft Reminder Follow-Up Email

This follow-up is your go-to move when a promising franchise candidate goes silent. Whether they missed a scheduled call, haven't responded to a proposal, or simply requested "time to think," the soft reminder is designed to reopen the conversation without applying unwanted pressure. It’s a delicate balance, acknowledging their busy schedule while gently nudging the process forward. In franchise development, where candidates are evaluating a life-changing decision, this empathetic approach can be far more effective than an aggressive pursuit.

While email is a standard format for this type of check-in, a text message can often cut through the noise more effectively. A well-timed, gentle text can feel more personal and less formal, prompting a quick reply where an email might be archived and forgotten. The key is to be helpful and respectful, not demanding.

Strategic Breakdown

The objective here is not to demand a response but to make it easy for the prospect to re-engage. This gentle nudge serves a few strategic purposes:

• Empathy & Respect: It shows you understand that they are busy and respect their time, positioning you as a supportive partner rather than a pushy salesperson.
• Value Reinforcement: It provides a brief, low-pressure reminder of the key benefits or next steps, keeping your franchise opportunity top-of-mind.
• Frictionless Re-engagement: It offers a clear, easy way to continue the conversation, such as suggesting alternative times or simply asking if they have any initial questions.

Sample Template & Analysis

Here is a sales follow up email sample crafted for a candidate who has gone quiet after receiving information.

Subject: Just checking in on [Your Franchise Brand]

Hi [Prospect Name],

Hope you're having a productive week.

I'm just following up on the [Franchise Disclosure Document / Proposal] I sent over last week. I know how busy things can get, so no pressure at all, but I wanted to see if you had any initial thoughts or questions I could help with.

If now isn’t a good time, just let me know. We can always connect when your schedule clears up.

Would a brief 15-minute call early next week work for you?

Best,

[Your Name]

Actionable Takeaways

1. Lead with Empathy: Always start by acknowledging their schedule. Phrases like "I know things get busy" or "Hope you're having a great week" lower defenses and create a friendly tone.
2. Make a Simple Ask: Don't ask them to make a huge commitment. A simple, low-friction question like "Did you have a chance to look it over?" or "Any initial questions?" is easier to answer than "Are you ready to move forward?"
3. Offer an 'Out': Explicitly give them permission to delay. Saying "If now isn’t a good time, no problem" removes pressure and increases the likelihood they’ll respond honestly about their timeline instead of ghosting you completely.
4. Use a Cadence: Don't send one reminder and give up. It’s a sad reality that up to 80% of franchise leads may never respond, often due to poor follow-up. Create a simple, automated cadence for your reminders. Learn more about why franchise leads don't respond and how to fix it on FranFunnel's blog.

4. The Social Proof Follow-Up Email

This follow-up moves beyond what you say about your brand and focuses on what others are saying. It leverages the psychological principle of social proof, using testimonials, case studies, or success stories to build trust and credibility. For a prospective franchisee, this is incredibly powerful. They aren't just buying a business model; they are investing their life savings and future. Seeing that other, similar individuals have succeeded with your brand reduces their perceived risk and validates their interest.

While the detail of a case study is best delivered via email, you can prime the candidate with a quick text. A message like, "Just sent you a story about a franchisee who came from your industry. Thought you'd find it inspiring!" ensures they open the email with a sense of anticipation and relevance, dramatically increasing the impact of your social proof.

Strategic Breakdown

The core goal is to shift the conversation from "trust me" to "trust them." By providing third-party validation, you address a candidate's unspoken fears and questions. This sales follow up email sample is designed to accomplish three specific objectives:

• Build Credibility: It demonstrates that your franchise model is not just a theory but a proven system that generates real-world success for real people.
• Create Relatability: It helps the candidate see themselves in the success story, making the abstract possibility of ownership feel tangible and achievable.
• Overcome Objections: A well-chosen case study can proactively address a candidate's specific concerns, like financing, operational support, or work-life balance, by showing how another franchisee overcame the same hurdle.

Sample Template & Analysis

This template is designed to share a relevant success story without feeling like a generic marketing blast.

Subject: Thought you'd find this inspiring, [Prospect Name]

Hi [Prospect Name],

Following up on our conversation about [Mention a specific challenge or goal they have, e.g., "leaving the corporate world for a more fulfilling career"], I thought of one of our franchisees, [Franchisee Name].

[He/She/They] had a very similar background in [Mention similar industry/background] and was looking for the same kind of [Mention shared goal, e.g., "community impact and financial independence"]. Today, [he/she/they] successfully run(s) [Number] locations in [Franchisee's City/Region].

I've attached a brief case study that outlines their journey and the results they've achieved with our support system. I think their story will really resonate with you.

Would you have 15 minutes on [Day] or [Day] to briefly discuss this and answer any questions it brings up for you?

Best,

[Your Name]

Actionable Takeaways

1. Match the Proof to the Prospect: The power of social proof lies in its relevance. Don't send a story about a multi-unit operator to a candidate focused on a single, owner-operator model. Tailor the story to their background, goals, and geographic area.
2. Focus on the Journey, Not Just the Result: Candidates connect with the struggle and the process. Highlight where the successful franchisee started, what challenges they faced, and how your system helped them succeed. This is more relatable than just showing the final numbers.
3. Quantify Success When Possible: Use specific, quantifiable results. "Increased local market share by 25% in their first year" is far more compelling than "did very well." Numbers add a layer of concrete proof to the story.
4. Use It to Re-engage: This follow-up is perfect for re-engaging a candidate who has gone quiet. It’s a value-add touchpoint that isn't just "checking in." It provides new information and a legitimate reason to restart the conversation.

5. The Deadline-Driven Follow-Up Email

This strategic follow-up creates urgency by introducing a legitimate, time-sensitive reason for the prospect to act. It's most effective for candidates who are genuinely interested but have stalled in the decision-making process. For a high-consideration purchase like a franchise, this isn't about creating false scarcity but about transparently communicating real business timelines, such as an upcoming training class, a territory reservation deadline, or a pending change in fees.

This approach moves a candidate from passive consideration to active decision-making. While the formal notice might be delivered via email for documentation, the initial alert should be a text message. A text ensures the candidate sees the deadline immediately, giving them the maximum amount of time to act, rather than risking the information gets buried in an inbox.

Strategic Breakdown

The purpose here is to ethically motivate a prospect who is on the fence. It’s a nudge, not a shove. This sales follow up email sample is designed to achieve three key outcomes:

• Create Authentic Urgency: It introduces a real deadline that encourages a decision without resorting to high-pressure tactics.
• Highlight the Cost of Inaction: It subtly frames what the candidate stands to miss out on, whether it's a specific territory, a spot in a training cohort, or favorable financial terms.
• Provide a Clear Path Forward: It gives the candidate an explicit, easy-to-follow action to take if they want to meet the deadline, removing friction from the process.

Sample Template & Analysis

This sample is tailored for a scenario where discovery day training spots are filling up, a common and legitimate deadline in franchising.

Subject: Important: Update regarding our [Month] Discovery Day

Hi [Prospect Name],

Hope you're having a great week.

I'm reaching out with a time-sensitive update. The final spots for our [Month] Discovery Day are filling up faster than anticipated, and we need to finalize the attendee list by [Date, e.g., "next Friday, October 25th"].

Your interest in opening a [Your Franchise Brand] in [Their City/Region] made you a strong candidate for this session, and I want to ensure you have the opportunity to attend. Securing a spot now would put you on track for a potential opening in [Quarter/Season].

If you'd like to claim one of the remaining spots, please let me know by [Date] so I can reserve it for you. What is the best time for a quick 10-minute call to confirm?

Best,

[Your Name]

Actionable Takeaways

1. Ensure Legitimacy: This strategy’s credibility is everything. Only use real deadlines. Fabricating urgency will damage trust and can kill a deal permanently.
2. Explain the "Why": Briefly explain the business reason for the deadline (e.g., "to finalize logistics for our training class," "to lock in territories before our annual review"). This adds transparency and softens the message.
3. Lead with a Text Alert: Don't rely on email alone for time-sensitive news. Send a text first: "Hi [Prospect Name], quick heads-up. I just sent you an email with an important update about our [Month] Discovery Day. Spots are nearly full. Let me know if you have questions." This drastically increases the chance your message is seen and acted upon.
4. Focus on the Benefit, Not the Threat: Frame the deadline as an opportunity they can seize, not a punishment for waiting. The goal is to help them secure their spot, not to pressure them into a decision they aren't ready for.

6. The Breakup Follow-Up Email

This is your final, strategic move when a promising lead has gone completely silent. After multiple follow-ups with no response, the "breakup" email aims to re-engage by respectfully closing the loop. It’s a powerful psychological tool; by taking away the option to connect, you often make the prospect want it more. This is a last-ditch effort to either get a response or cleanly close the file, allowing your team to refocus on engaged candidates.

For franchise development, where leads are valuable and the sales cycle is long, letting a lead go cold without a final attempt is a missed opportunity. This sales follow up email sample works because it removes the pressure of a decision. It signals that you respect their time and are moving on, which paradoxically often triggers the very response you were hoping for. It’s a low-pressure way to ask, “Should I stay or should I go?”

Strategic Breakdown

The goal of the breakup email isn't to be passive-aggressive; it's to be professionally persistent one last time. It works by shifting the dynamic from chasing to closing.

• Acknowledge the Silence: You directly but politely address the lack of communication, showing you’re aware the conversation has stalled.
• Relieve the Pressure: By offering to close their file, you remove any perceived obligation or sales pressure from the candidate, making them more comfortable to reply.
• Create Scarcity & Urgency: The prospect realizes this is their last chance to engage. This can prompt action from those who were interested but got busy.

Sample Template & Analysis

Here is a sales follow up email sample designed to re-engage a silent franchise candidate.

Subject: Closing your file for [Your Franchise Brand]

Hi [Prospect Name],

I've reached out a few times to follow up on your interest in opening a [Your Franchise Brand] franchise but haven't heard back.

I understand that priorities can shift, so I'll assume this is no longer a good time for you to explore this opportunity. I will be closing your file for now to respect your time.

If you do become interested again in the future, please don’t hesitate to reach out. We’d be happy to reopen the conversation.

Best of luck with your ventures.

[Your Name]

Actionable Takeaways

1. Be Prepared to Walk Away: This strategy only works if you are genuinely willing to close the file. If they don’t respond, move on. Your authenticity is key.
2. Keep it Short and Neutral: The tone should be helpful and professional, not emotional or guilt-inducing. Avoid phrases like “since you’re not interested” and instead use neutral language like “assuming the timing isn’t right.”
3. Leave the Door Open: Always include a soft, no-pressure invitation to reconnect in the future. This maintains goodwill and keeps the brand in a positive light, even if the timing is wrong now.
4. No Hard Call to Action: Unlike other follow-ups, the goal here is not to ask for a meeting. The CTA is implicit: reply if you want to keep the conversation going. The lack of a direct ask is what makes this approach effective.

Sales Follow-Up Email Types Comparison

Follow-Up Email Type	Implementation Complexity 🔄	Resource Requirements 💡	Expected Outcomes 📊	Ideal Use Cases 💡	Key Advantages ⭐
Immediate Thank You Follow-Up Email	Low – quick draft after interaction	Minimal – relies on notes from initial meeting	High open rate (65-75%) with momentum maintenance	Right after meetings, demos, or consultations	Demonstrates professionalism, keeps momentum
Value-Added Follow-Up Email	High – requires in-depth research and content curation	High – creation of valuable resources and insights	Builds trust, thought leadership, long-term engagement	Nurturing prospects with educational content	Positions as trusted advisor, increases engagement
Soft Reminder Follow-Up Email	Medium – careful timing and tone needed	Moderate – requires scheduling and personalized messaging	Moderate response rate (25-35%) maintaining contact	When prospects go silent or delay response	Maintains relationship without pressure
Social Proof Follow-Up Email	Medium – gathering permissions and case studies	Moderate – compiling testimonials and proof points	Builds credibility and reduces perceived risk	To demonstrate success and reduce buyer hesitation	Creates trust quickly, provides concrete evidence
Deadline-Driven Follow-Up Email	Medium – requires legitimate deadlines and clear CTAs	Low to moderate – depends on offer preparation	Increases urgency and accelerates decisions (15-25% uplift)	Motivating hesitant prospects with urgency	Accelerates sales cycles, generates clear responses
Breakup Follow-Up Email	Low – final, concise message	Low – minimal customization required	Can generate last-resort responses (20-30%)	Final outreach to unresponsive prospects	Provides closure, often elicits responses

From Email to Engagement: The FranFunnel Advantage

We've explored six powerful types of follow-up emails, from the immediate "Thank You" to the strategic "Breakup." Each sales follow up email sample is designed to serve a specific purpose in your franchise development pipeline, providing value, building trust, and nudging a candidate toward the next step. Mastering these templates is a significant step forward in refining your communication strategy.

However, the most brilliantly crafted email is only effective if it gets seen. In the hyper-competitive world of franchise sales, speed isn't just an advantage; it's everything. A lead's interest is at its absolute peak in the seconds after they submit an inquiry. Waiting even an hour to respond can be the difference between a signed franchise agreement and a lead who has already moved on to your competitor.

The Power of Seconds: Why SMS Outpaces Email

While the email examples in this article are essential for conveying detailed information, their greatest weakness is the crowded inbox. Emails get buried, filtered into spam, or simply ignored. This is where a multi-channel approach becomes non-negotiable.

Consider these critical points:

• Immediacy: Text messages have a near-instant delivery and an open rate that hovers around 98%. When you need to make contact now, SMS is the undisputed champion.
• Visibility: A text notification is far more prominent on a smartphone than an email notification. It demands immediate attention, cutting through the digital noise.
• Engagement: The conversational nature of texting feels more personal and less formal, encouraging quick, direct responses from potential franchisees.

This is the core challenge FranFunnel was built to solve. We recognized that for franchisors, speed to lead is the single most important factor in conversion. FranFunnel’s system doesn't just send an email; it triggers an automated, personalized SMS and email within seconds of a lead's submission. Your brand becomes the first one they hear from, capturing their attention while their interest is hot.

Bridging the Gap from Automation to Conversation

This automated, lightning-fast first touch is just the beginning. The goal isn't to replace your sales team but to empower them. By handling the crucial initial follow-up and subsequent reminders, our platform frees your development team from tedious manual tasks. This allows them to focus their energy on what truly matters: building relationships and having meaningful conversations with qualified, engaged candidates who have already responded.

By integrating the detail of a well-crafted sales follow up email sample with the speed and visibility of SMS, you create a seamless and persistent communication engine. To truly maximize engagement and prevent leads from slipping away, consider how tools like effective CRM email integration can streamline your follow-up process and ensure every interaction is tracked. Ultimately, this synergy ensures your message gets noticed, your team gets responses, and your franchise wins more deals.

Ready to see how the combination of instant SMS and strategic email automation can revolutionize your franchise development? See how FranFunnel empowers the world's leading franchise brands to close the speed-to-lead gap and sign more franchisees. Schedule your FranFunnel demo today and turn your follow-up process into your greatest competitive advantage.