If you’re chasing deals, you know the real work starts after you hit “send” on that first email. Following up is where most sales get won or lost. But let’s be honest: keeping up with follow-ups sucks up time, gets repetitive, and is way too easy to forget. If your inbox is a graveyard of “just checking in” drafts, this one’s for you.
I’ll show you how to automate your sales follow up emails using templates in 11x, so you can stop dropping the ball and start closing more deals. No fluff, no magic fixes—just a way to make your follow-ups run themselves, without sounding like a robot.
Why automate sales follow up emails?
You already know the basics: following up gets more replies, and most deals need several nudges before they close. But here’s what actually happens:
- You get busy. The manual follow-up slips.
- You rewrite the same email 10 times, tweaking a line or two.
- You worry about sounding spammy, so you hesitate to automate.
The good news: automation with solid templates keeps you on track, personal but not time-wasting, and way less likely to let a lead go cold.
What works:
- Personalization that doesn’t feel forced
- Scheduled, consistent follow-ups
- Easy ways to tweak messaging for different leads
What to avoid:
- Over-automating until your emails sound like they’re from a bot
- One-size-fits-all templates that ignore context
- Forgetting to check replies—automation won’t save you if you ignore actual interest
Let’s get into the step-by-step.
Step 1: Get the basics set up in 11x
Before you can automate anything, you need the basics in 11x:
- Create an account if you haven’t already. (Pretty obvious.)
- Import your leads or connect your CRM. 11x works best if you sync contacts from your CRM or upload a CSV. If you’re still copy-pasting emails, you’ll want to fix that first.
- Verify your sending domain. You don’t want your emails landing in spam. 11x will walk you through connecting your domain—don’t skip this.
Pro tip:
If you’re new to 11x, take 10 minutes to poke around and find the “Campaigns” or “Sequences” feature. That’s where the magic happens.
Step 2: Build your follow-up email templates
Templates are the backbone of automated follow-ups. But most templates out there are painfully generic. Here’s how to make yours not suck:
Make it sound like you
- Write how you talk. If you wouldn’t say “I wanted to circle back regarding our previous correspondence,” don’t put it in your template.
- Use merge tags for names, companies, and details (11x supports these). Example:
Hi {{FirstName}}, just wanted to follow up on our call last week…
Keep it short and clear
- 2-5 sentences max. Busy people tune out long emails.
- Have a reason for following up (“Wanted to see if you had questions on the proposal,” is better than “Just checking in.”)
Example templates
First follow up (2-3 days after initial email):
Subject: Any questions on my last email?
Hi {{FirstName}}, just wanted to check if you had any questions about what I sent over. Happy to jump on a quick call if it’d help.
Best,
{{YourName}}
Second follow up (4-5 days after no reply):
Subject: Still interested in {{TheirCompany}}?
Hi {{FirstName}}, I know things get busy. If this isn’t a priority right now, just let me know—I can check back later.
Thanks,
{{YourName}}
Third follow up (last attempt):
Subject: Should I close this out?
Hi {{FirstName}}, haven’t heard back, so I’ll assume this isn’t the right time. If things change, just reply here and I’ll pick it up.
Take care,
{{YourName}}
Don’t overthink it. These aren’t works of art—they’re reminders that you’re a real person who wants a real answer.
Step 3: Set up your follow-up sequence in 11x
Now for the actual automation. 11x calls these “Sequences,” but you might see “Campaigns” depending on your plan.
- Create a new Sequence. Name it something obvious like “Sales Follow Ups Q2.”
- Add your first email. Paste in your template, set the sending delay (e.g., 2 days after initial email).
- Add more steps. For each follow-up, add another email, set delays (e.g., 4-5 days after previous), and tweak copy as needed.
- Set smart rules. Make sure the sequence stops if someone replies. 11x lets you pause the sequence automatically when you get a response—don’t annoy people by following up after they’ve answered.
- Test with yourself first. Send the sequence to your own email (or a test account) to make sure the merge tags work, links aren’t broken, and nothing sounds off.
Pro tip:
Don’t stack follow-ups too close together. Give people time to respond—2-5 business days between emails is a good range.
Step 4: Personalize, but don’t overdo it
Automation is only as good as the human input. Here’s where most people mess up:
- They use the same template for everyone. Add one line that’s unique to the lead (reference something from your last call, a LinkedIn post, etc.).
- They try to personalize every email. You’ll burn out. Pick one spot (the first or second follow-up) and add a real detail.
What to ignore:
- Gimmicky personalization tricks (“I noticed you went to Ohio State!”) unless it’s actually relevant.
- Overpromising in your emails just to get a response. Keep it honest.
Step 5: Launch, then pay attention to results (and replies!)
You’ve set up your sequence. Now what?
- Start with a small batch. Don’t blast 500 leads at once. Try 10-20, see how it feels.
- Watch your open and reply rates. 11x gives you basic analytics. If nobody’s opening, tweak your subject lines. If nobody’s replying, your messaging might be off.
- Check for weird merge tag fails. Nothing kills trust like “Hi {{FirstName}},”.
- Reply fast when you get responses. Automation gets you in the door, but deals close when you act like a human.
Pro tip:
Set a daily reminder to check for replies—even the best automation is useless if you leave leads hanging once they finally answer.
Step 6: Iterate and improve (but don’t get lost in the weeds)
You don’t need a perfect sequence to start. Most of the time, just sending something is better than radio silence. But after a week or two, check your results:
- Which emails get the most replies?
- Where do people drop off?
- Are your follow-ups too aggressive? Too timid?
Tweak subject lines, change up the timing, or try a new closer. Don’t change everything at once—small edits work best.
What to ignore:
- Chasing “best practices” if they don’t fit your audience or writing style
- Obsessing over open rates at the expense of real conversations
What if it’s not working?
Sometimes, no amount of automation will save you if the fundamentals are off:
- Bad list? If your leads aren’t a fit, no tool can fix that.
- Weak offer? If you’re following up about something nobody cares about, it’s a waste of everyone’s time.
- Terrible timing? No software can make someone buy before they’re ready.
Before you blame the tool, check your pitch and your list.
Keep it simple, keep it human
Automating your sales follow up emails with templates in 11x isn’t rocket science, and it won’t magically double your close rate overnight. But it will save you hours, keep your pipeline moving, and make sure good leads don’t slip through the cracks.
Start simple. Don’t try to build the world’s most advanced sequence on day one. Write like a person. Iterate as you go. And remember: the best automation is the kind that feels like you’re not using automation at all.
You’ll spend less time nagging, more time closing, and a lot less time wondering, “Did I ever follow up with that guy?”