Writing Follow-Up Emails for Purchase Orders—With Templates
Sending a follow-up email for purchase orders ensures your clients have all the information they need, keeps your sales process organized, and strengthens long-term relationships.
Updated November 20, 2025
Sending a follow-up email for purchase orders that haven’t been processed involves balancing professionalism with urgency—a gentle, thoughtful nudge is all that’s needed to encourage action without irritating clients. Each message is an opportunity to reinforce your brand’s reliability and show clients that you value their time. By approaching follow-ups strategically, you can maintain strong relationships while keeping your sales process on track.
A well-crafted purchase order follow-up email not only helps ensure timely responses but also strengthens trust and communication with your clients. Including relevant details, clear next steps, and a polite tone can make your emails feel helpful rather than pushy. Over time, consistent and considerate follow-ups can keep customers coming back, encourage repeat business, and even turn satisfied clients into advocates for your brand.
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Benefits of Effective Follow-Up Emails for Purchase Orders
Effective follow-up emails for purchase orders serve an important purpose—they contribute to a seamless process while improving the overall customer experience. Here are the benefits:
- Increase online sales: A well-timed, thoughtful follow-up can greatly boost the chances of closing a sale. By reminding clients of the product's value and benefits, you give them an extra nudge to complete their purchase.
- Build stronger relationships: Follow-ups show your clients that you care about their experience and are invested in providing them with the best service. Personalizing your message fosters a sense of connection, making clients more likely to return in the future.
- Enhance customer retention: Follow-up emails that address concerns and provide key details help clients feel valued and supported, showing you care about their time and business.
Understanding these benefits clarifies why follow-ups matter—now let's examine what to evaluate before drafting your message.
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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:
- Include value-adding information: Every follow-up should provide content that helps your client make a decision. This could include links to product guides, relevant case studies, or key features. Demonstrating the true value of your offering shows clients that you understand their needs.
- Clarity & readability: Use plain English, short sentences, and bullet points where possible. Avoid jargon and unnecessary filler. The clearer your message, the easier it is for clients to engage and take action.
- Professional presentation: Proofread for spelling, grammar, and formatting. Even minor errors can damage credibility with detail-oriented clients. A clean, polished email reinforces your brand’s professionalism.
- Clear Call to Action (CTA): Make sure your email specifies the next steps, whether it’s confirming the order, submitting payment, or asking questions. A direct, actionable CTA makes it simple for clients to respond.
- Personalization: Reference the client’s company, past interactions, or specific pain points. Personalized emails feel attentive and are more likely to receive a reply than generic messages.
- Supporting resources: Include links to product demos, FAQs, or customer testimonials when relevant. This additional context strengthens your message and builds credibility.
- Follow-up tracking: Use CRM or email automation tools to track opens, clicks, and responses. Monitoring engagement ensures no leads slip through the cracks and helps refine future follow-ups.
By checking these points before sending a follow up email for purchase orders, you can craft messages that are clear, professional, and persuasive, improving client engagement and increasing the chances of completing the sale.
» Learn more about the importance of back-in-stock emails
Follow-Up Purchase Order Email Samples
Now that you are ready to get started, let's look at samples of follow-up emails for purchase orders, including both pre- and post-purchase scenarios.
Example 1: Initial Follow-Up Request Template
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]
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Example 2: Second Reminder After No Response
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 testimonials]
We can't wait to hear from you!
The team at [company name]
[contact details]
Requesting a purchase order by email is all about timing and tone—professional, polite, and accommodating, not pushy. Share key details, offer flexibility, and follow up thoughtfully to make it easy for the client to say yes. Done right, it’s a helpful step toward closing the sale.
Example 3: Urgent Pre-Deadline Follow-Up
Subject line: Action Needed: Secure Your [product] Before [deadline]
Dear [Name],
We wanted to ensure you don’t miss out on [product]. Stock is limited, and orders must be placed by [deadline] to guarantee delivery.
Completing your purchase order now ensures timely fulfillment and access to [offer/incentive].
The team at [company name]
[contact details]
» Learn why you need to send back-in-stock emails to your customers
Example 4: Missing Information Request
Subject line: Action Required: Details Missing From Your Purchase Order
Dear [Name],
We noticed that your purchase order for [product] is missing some important details ([specify missing info]).
Could you please provide these so we can process your order promptly?
The team at [company name]
[contact details]
Example 5: Polite Final Attempt
Subject line: Final Reminder: Your [product] Purchase Order
Dear [Name],
We noticed that we haven’t received your purchase order for [product], and we wanted to reach out one final time. We understand that priorities shift, and you may be busy, but we wanted to ensure you have the opportunity to complete your order before we pause our follow-ups.
If you’re still interested, please send the order at your convenience so we can process it promptly and secure [product] for you.
The team at [company name]
[contact details]
Example 6: Post-Delivery Follow-Up
Subject line: How Did Your [product] Order Go?
Dear [Name],
We hope you’re enjoying your recent [product] order. Your feedback is valuable to us. If you have any questions or need assistance, we’re happy to help.
Looking forward to supporting your next order!
The team at [company name]
[contact details]
» Engage your customers with the best Shopify apps with email templates
5 Additional Tips For Writing A Follow-Up Email For Purchase Orders
1. Craft Subject Lines That Trigger Opens
Your subject line determines whether recipients read your email or delete it. Reference specific details from your previous conversation or their inquiry. "Re: Your Acme Corp widget order" outperforms "Following up" because it establishes context immediately.
Test subject lines that create urgency without sounding desperate: "Quick question about your [product] order" works better than "Checking in again."
2. Personalize Beyond First Name
Generic "Hi [FirstName]" emails get ignored because busy procurement managers receive dozens daily. Reference their specific pain points, mention a detail from your sales call, or acknowledge their company's recent announcement.
This level of personalization signals you're paying attention, not running a mail merge. Recipients engage more with emails that demonstrate actual knowledge of their situation.
3. Space Follow-Ups Strategically
Send your first follow-up 3–5 business days after the initial purchase order discussion. Second follow-up arrives 7 days later. Third attempt waits another 7–10 days.
This cadence keeps you visible without triggering spam complaints. Adjust timing based on their stated decision timeline—if they said "end of quarter," don't email weekly for three months.
4. Connect Each Follow-Up To Specific Value
Every follow-up email should clearly highlight the benefits of completing the purchase order. Instead of just asking for a status update, remind the client how the product—whether a physical item or service—helps solve their problem, improves efficiency, or meets a key need.
Value-focused follow-ups feel helpful rather than pushy because you’re emphasizing how the product benefits them, not just chasing your sales quota.
5. Vary Your Approach With Each Message
Sending identical "just following up" emails demonstrates laziness and gets ignored. Your second email might share a relevant case study. Your third could offer to answer specific questions. Your fourth might propose a quick call to address concerns.
Each message provides new information or a different path forward, giving recipients fresh reasons to respond.
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Maximizing the Impact of Purchase Order Follow-Ups
The effectiveness of follow-up emails can vary by client—some appreciate proactive outreach, while others may find it intrusive. The key is to provide a clear and easy unsubscribe option. If a client opts out, a quick call or personalized message can maintain goodwill and leave the door open for future opportunities.
To get the most from your follow up email for purchase orders structure your follow-ups with a timeline. Send the first email 3–5 business days after the initial discussion, with subsequent reminders spaced 7–10 days apart.
Integrate follow-up emails into your overall sales workflow. Assign ownership for monitoring responses, adjust timing based on client behavior, and review results regularly to refine your approach.
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FAQs
How do I reply to a purchase order email?
Acknowledge receipt immediately, confirm order details (PO number, items, quantities, pricing), specify delivery timeline, request clarification on any unclear specifications, provide direct contact for questions, close with thanks and confirmation of next steps.
What should I include in a thank you email for a purchase order?
Reference specific PO number, express appreciation for business, confirm order processing status, reiterate delivery timeline, mention any special accommodations being made, provide direct contact for questions or changes, close with forward-looking relationship language.
How can I automate email follow-ups after receiving a purchase order?
Use email automation platforms (Shopify, HubSpot, Mailchimp) to create trigger-based sequences. Set triggers:
- Day 2 (initial follow-up)
- Day 5 (second reminder)
- Day 10 (escalation)
Customize templates for each stage, include merge tags for personalization, set frequency caps to avoid spam, enable auto-stop when customer responds.
How often should I follow up on a purchase order?
Send initial follow-up 48-72 hours after request, second reminder 5-7 days later, final follow-up 10-14 days after initial request.
For time-sensitive orders (month-end deadlines, seasonal needs), accelerate schedule to 24/48/72 hour intervals. Avoid daily follow-ups—they damage relationships.
What if the customer doesn't respond to my PO follow-up?
After three follow-ups over 14 days with no response, call the primary contact directly and email an alternate contact if one is available. Reassess the urgency of the order with your sales team and consider that it may not be moving forward.
Make sure to document all your follow-up attempts in your CRM and shift your focus to a re-engagement strategy rather than continuing repeated follow-ups.
