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The follow-up email
The follow-up email is a message sent in response to a subscriber action. For example, it prompts customers to upgrade, schedule a meeting, provide feedback, buy other products, etc.
Using an effective follow-up email strategy can build rapport and trust with potential customers. It can also provide you with an opportunity to make an impression before they consider buying from you.
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How to write an effective follow-up email
- Set context. Start your email with a connection to a previous email or contact.
- Add value. Alway increase the stakes with a follow-up email and add value to motivate them to reply or care.
- Mention the reason why you're emailing. Express your goal.
- Insert a call to action. For example, if you're trying to schedule a meeting, propose a day, time and location.
- Wrap up your email. For instance, "Kindly inform me of your thoughts" or "Kindly notify me if you have any concerns." [Your name]
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When to send email follow-ups
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.
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The frequency of follow-up emails
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.
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Strategies and best practices
- 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.
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