Demo follow up email
last updated: Sep 24, 2025
TL;DR
A demo follow up email is a dated next step. Run three touches in five days: T+0 recap with a specific time. T+2 add a stakeholder. T+5 send proof plus price. Keep it under 90 words and ask for one slot.
How to:
How to:
- Lock one time. Offer two backups.
- Add a stakeholder by T+2 with context.
- Send a 60-second proof and a price anchor.
Glossary
- CTA: ask for one date and time.
- Multi-threading: involve more than one buyer on the thread.
- Champion: your insider who wants you to win.
- Buying committee: the group that decides the purchase.
- Proof asset: short clip or case that shows value.
- Next-step rate: share of demos that book the next call.
How to
- Calendar the ask. Use a specific CTA like “Tuesday 10:30–10:50 CET.” If you need help with the opener structure, see the founder demo script.
- Recap the value in one line. Name the outcome, not features. Example: “Cut weekly reporting to 10 minutes.”
- Gate one decision. State the single choice to move forward. Example: “Pilot 2 weeks or go straight to rollout.”
- Send T+0 within 2 hours. Speed keeps momentum and sets tone.
- Add a stakeholder at T+2. Loop a signer or operator with a one-line reason. That reduces single point of failure.
- Send proof plus price at T+5. Share a 45–60 second screen clip or a short case study (use the b2b case study template). Add a price anchor or range pulled from your saas pricing page. For timing guidance, see the research in Gong Labs timing for price discussions.
- Stop at three touches. After three emails, switch channel or park the thread. This aligns with Belkins 2025 follow-up statistics.
Benchmarks
What this means
- Specific CTA and generic ask both measure the same success outcome: meetings booked. The specific CTA just performs better.
- Aim for 30–40% booking with a specific CTA. If you’re closer to 15%, your ask is likely too vague.
- Treat reply rate as a health check. Personalize to reach or beat 10%.
Sample math.
You run 10 demos this week.
You run 10 demos this week.
- With a generic ask (15% booking): ~1–2 next-step meetings.
- With a specific CTA (35% mid-range): ~3–4 next-step meetings.
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One contact or several? what to do
- One contact is OK when: the buyer is a very small team and that one person can decide. Faster, but fragile if they’re away.
- Several contacts is better when: mid-market or enterprise. Add a signer and one operator by T+2 so decisions do not stall. Evidence in <a href="https://www.gong.io/resources/labs/3-truths-that-will-change-how-you-sell/">Gong Labs multithreading truth</a> and <a href="https://www.outreach.io/resources/blog/multithreading-sales">Outreach multithreading data</a>.
- How to add people without drama: ask the champion first, give a one-line reason, keep the email under 90 words.
Ready email templates
Email 1 — recap + pick a time (≤90 words)
Subject: Can we lock Tue 10:30–10:50?
Thanks for the time. You said success = cut manual reports to 10 minutes weekly. Decision: pilot for 2 weeks or go straight to rollout. May I book Tuesday 10:30–10:50 CET to decide? If that works, I’ll send an invite. If not, two other slots: Wed 14:00, Thu 09:30. Best, {Your Name}
Email 2 — add the right stakeholder (≤90 words)
Subject: Looping {Name} to confirm scope
Looping in {Finance/Ops lead} since this touches reporting time and budget. From the demo: the team saves 6 hours a week. Decision left: pilot scope and data access. {Name}, does Tuesday 10:30–10:50 CET work to confirm? If another time is better, suggest one slot. Thanks, {Your Name}
Email 3 — 60-second proof + price anchor (≤90 words)
Subject: 60-sec clip + lock next step
Here’s a 60-second clip of {their use case}. Result: 6 hours saved weekly. Similar teams pay $9k per year after a 2-week pilot. I can hold Tuesday 10:30–10:50 CET to lock scope and pilot dates. If needed: Wed 14:00 or Thu 09:30. OK to send an invite?
Subject lines to try
Subject: Can we lock Tue 10:30–10:50?
Thanks for the time. You said success = cut manual reports to 10 minutes weekly. Decision: pilot for 2 weeks or go straight to rollout. May I book Tuesday 10:30–10:50 CET to decide? If that works, I’ll send an invite. If not, two other slots: Wed 14:00, Thu 09:30. Best, {Your Name}
Email 2 — add the right stakeholder (≤90 words)
Subject: Looping {Name} to confirm scope
Looping in {Finance/Ops lead} since this touches reporting time and budget. From the demo: the team saves 6 hours a week. Decision left: pilot scope and data access. {Name}, does Tuesday 10:30–10:50 CET work to confirm? If another time is better, suggest one slot. Thanks, {Your Name}
Email 3 — 60-second proof + price anchor (≤90 words)
Subject: 60-sec clip + lock next step
Here’s a 60-second clip of {their use case}. Result: 6 hours saved weekly. Similar teams pay $9k per year after a 2-week pilot. I can hold Tuesday 10:30–10:50 CET to lock scope and pilot dates. If needed: Wed 14:00 or Thu 09:30. OK to send an invite?
Subject lines to try
- Can we lock Tue 10:30–10:50?
- Quick next step on the pilot
- Good to loop {Finance/Ops name}?
- 60-sec proof. Decide Tue?
Risks
- Vague ask. Use a specific CTA with two backups.
- Long recap. One line on outcome only.
- No stakeholder added. Bring in signer or operator by T+2.
- No proof. Share a 60-second clip or short case.
- Price anxiety. Use a range or a similar customer’s price.
- Champion fatigue. Ask permission before looping others.
- Over-chasing. Stop at three touches and switch channel.
- Too many links. One link max per email.
FAQ
- You:What is a demo follow up email?Guide:A short message that turns a demo into a dated next step.
- You:How short should the follow-up be?Guide:Under 90 words. Short beats long.
- You:When do I send the first follow-up?Guide:Same day, within 2 hours of the demo.
- You:Why ask for one exact time?Guide:Specific time = fewer decisions = more booked meetings. See <a href="https://www.gong.io/blog/sales-email-statistics/">Gong Labs email statistics</a>.
- You:Why involve another person in the email?Guide:Deals stall with one contact. A signer or operator keeps momentum. See <a href="https://www.gong.io/resources/labs/3-truths-that-will-change-how-you-sell/">Gong Labs multithreading truth</a>.
- You:What proof should I include?Guide:A 45–60 second screen clip or a 4–6 sentence case study.
- You:How do I mention price without a full quote?Guide:Use a range or cite what similar teams pay. Save details for the call. See <a href="https://www.gong.io/resources/labs/data-reveals-the-best-time-to-talk-price-and-budget/">Gong Labs timing for price discussions</a>.
- You:What if nobody replies after three emails?Guide:Switch channel. Call or LinkedIn. Then park for a later check-in. Backed by <a href="https://belkins.io/blog/sales-follow-up-statistics">Belkins 2025 follow-up statistics</a>.
- You:How many links should I include?Guide:One. Usually the calendar invite or the short proof clip.
- You:How do reply rates usually look?Guide:Baselines are 5–12% after demos. Personalization helps reach 10%+ and beyond. Sources: <a href="https://www.gmass.co/blog/average-cold-email-response-rate/">GMass average cold email response rate</a>, <a href="https://www.smartlead.ai/blog/b2b-cold-email-response-rates">Smartlead B2B cold email response rates</a>.
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