Follow Up Email Strategy: 10 Best Practices to Win Prospects

As a standard guide, wait two or three days before sending your follow-up email.

Other proposed periods for delivering follow-up emails:

• Within 24 hours: Express thanks, sales meeting, or interviews.
• Within 48 hours: After the submission of a job application or other critical paperwork.
• Within 1 - 2 weeks: Follow up on an appointment, after no communication to a job offer, or verify receipt of an email you need information on.
• Every three months: Reconnect with a former contact, inquire about their business or life, or hear about a new achievement.

80% of non-routine transactions happen after four or more follow-ups.

• Send as least five follow-up emails, every time providing more time for the receiver to respond. This will lessen the chance of overdoing it.
• Two or three follow-ups are ideal. But even one follow-up email may increase engagement.
• Follow-ups depend on the type of previous engagement you had with a prospect.

• Determine the purpose of the email. Never send emails unless you are sure of the outcome you desire.
• Think like a client. What is in it for them? What are their emotions?
• Set an automation sequence for your follow up.
• Use diverse channels. Use outlets that are worth your time and effort.
• Personalise your follow-ups.
• To capture attention, make exciting subject lines, such as one-liners, amusing puns, or some controversy.
• Don't use unnecessary industry jargon and phrases. Instead, educate them.
• Focus on one goal and CTA.
• Know when to let go.
• Express your appreciation when prospects react.