Writing Follow-Up Emails for Purchase Orders—With Templates

Ashley Stander
By Ashley Stander
Joel Taylor
Edited by Joel Taylor

Updated July 27, 2023.

Smiling woman working on laptop

Sending follow-up emails for purchase orders can really irritate clients if you are not doing it in the right way. A gentle, professional nudge is all that's needed. As a business owner, it is your duty to grab each and every opportunity to impress your clients so that you can keep them for life, and this is one of them.

Keep reading to learn how to write a great follow-up email.

Things to Consider Before Writing a Follow-Up Email for Purchase Orders

It is essential to ask yourself these important questions before you send a follow-up email to your clients:

  1. What information do I need to include to add value to my client? Perhaps links to important information that will tip the sale in your favor or even show your client that you want them to understand the true value of the product.
  2. Is it easy to read and understand? Are you getting to the point and using plain English? The less wordy, the better.
  3. Is it professionally designed? Any communication that you send to your clients must look professional. Even one silly spelling error to a pedantic client will tarnish your brand image.

Tips for Writing a Follow-Up Email for Purchase Orders

Let's look at some important tips for writing your follow-up emails:

  1. Take time to write your subject line It must catch your client's attention and encourage them to open the email and read it.
  2. Get to the point and get personal Personalize the email as much as you can. Research has shown that people engage more with personalized communication.
  3. Be strategic about your timing You shouldn't overwhelm your client with too many emails sent soon after each other. This can be very frustrating for people who are very busy and don't want their inboxes spammed unnecessarily.
  4. Keep the hook in Keep highlighting the value they will get from your product or service.
  5. Keep following up Just not too often, and each time with a new angle. Don't send the same email over and over.

Follow-Up Email Templates

Now that you are ready to get started let's look at a sample of a follow-up email for a purchase order:

Example 1:

Subject line: We're still waiting for your purchase order—[product] is selling out fast!

Dear [Name],

We are grateful for your interest in purchasing our [product or service].

We will need the purchase order to keep your order aside—we are selling out very fast.

Just a gentle reminder that you will be able to enjoy these key benefits: [add product benefits]

If you finalize the sale in the next three days, we'll throw in a discounted shipping fee.

We hope to hear from you soon.

The team at [company name]

[contact details]

Example 2:

Subject line: Reminder: We need your purchase order to seal this incredible deal!

Dear [Name],

Thank you for taking a keen interest in buying [product or service].

Here are some of the reasons why you won't be sorry for buying the [product or service]: [add reasons]

If you send us your purchase order as soon as possible, you'll get all of this and more!

For more information about [product or service], follow these links: [add links for more information]

You may also be interested in hearing what other customers are saying about [product or service]:

[add some testimonials]

We can't wait to hear from you!

The team at [company name]

[contact details]

» Engage your customers with the best Shopify apps with email templates

Is It Appropriate to Ask for a Purchase Order in an Email?

That's a difficult question to answer because it depends on each individual client. Some will love your ingenuity and the way you prompt them to finalize a sale, while others may get frustrated. What's important to remember is that you are never going to please all your clients. Just make sure they are given the option to unsubscribe, and it should be easy to do. If they have unsubscribed from your emails, it may be worth your while to call or message them.

The bottom line is that a follow-up email's core purpose is to make a sale. The secondary purpose is to build your brand, thus developing customer loyalty and retention. It is critical for all three to work together to boost your bottom line over the short and long term. It's worth putting in the effort to do it right.

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