Follow-ups are a critical component of a sales team strategy, recent studies suggest that businesses that follow up consistently with leads are more likely to convert them into paying customers. According to AOV statistics, ‘Lead nurturing helps companies generate 50% more sales-ready leads at 33% lower costs’. However, an effective email follow-up requires more than just sending an occasional email to your lead, it requires a strategic approach to maximize results. In this article, we discuss expert tips on how to write an effective follow-up email and provide free downloadable follow-up templates to enhance your email outreach campaigns.
A follow-up email is a message sent after an initial interaction, meeting, or conversation to maintain communication, provide additional information, or request further action. For sales representatives, follow-up emails are crucial to maintain and build relationships with prospects to ultimately close deals and nurture potential leads.
Follow-up emails are crucial in maintaining communication with potential clients and nurturing leads. On average, only 2% of sales are made during the first point of contact. That means if you don’t follow up, even with a simple follow-up email, you’re missing out on potentially 98% of your sales. To write a successful follow-up email to a lead, you need to strike the right balance between being professional, engaging, and persuasive. Here is a step-by-step process providing expert tips on how to write an effective follow-up email:
When sending a follow-up email to a prospect, start by addressing their name. Personalization shows that you have taken the time to understand and acknowledge the individual and will help to grab their attention after the email has been opened.
This can begin with something like, “Dear [name]” or “Hi [name]”, starting your email with these greetings is a good choice for creating a professional impression through tone.
After the personalized greeting a key practice is to provide context by mentioning your last interaction, this helps to establish continuity and shows that you are attentive to details. Also reminding the prospect who you are and why you are reaching out to them.
This could be along the lines of “I just wanted to follow up to see what you thought about [Last topic]”
“Just following up on the email I sent last [date the email was sent] about [Topic | subject of email]”
Offer something of value in your follow-up email, such as relevant content, resources, or insights from notes taken in previous interactions. This demonstrates your company’s expertise and will help to keep the lead engaged.
For example: “From our previous interaction I could see you were concerned within this area [Topic] this is an article from our website that may help [Link]”.
At this stage be clear and concise, also keeping your email brief and to the point to communicate the purpose of your follow-up and what you are hoping to mutually achieve.
For example: “I wanted to check in and see if you had a chance to review the proposal I sent over?” or “Just circling back to see if you were able to confirm and will still be interested in [Topic]?”
End your email with a clear call to action. Whether it's scheduling a meeting, requesting feedback, or providing further information. This step is crucial in every follow-up email, make sure you convey any requested actions or next steps that you’d like the prospect to take.
For example: “If [Topic] still aligns with your current interests, I’d love to schedule a phone call to give a demo of our platform and discuss further how we can meet your needs.”
No matter the topic for your follow-up, you must always take a moment to thank your prospects for the time and consideration they have spent reading your email. A simple thank you and showing your appreciation can significantly contribute to maintaining goodwill and an established relationship.
For Example: “I appreciate your time and look forward to hearing back” or “Thank you for your time and consideration [Name] please don’t hesitate to reach out if you need anything else”.
Follow-Up at the Right Time: Timing is crucial when sending follow-up emails, to avoid being spam-like or passive find the correct balance between follow-up periods aiming for a time when a lead is more likely to be receptive.
Use a Professional Tone: Maintain a professional tone throughout the email, by avoiding the use of informal language as it will reflect the professionalism of your business.
Proofread and correct: Before sending any of your follow-up emails, make sure to proofread them for any spelling or grammatical errors. Including the spelling of the name of your leads or important information. A well-written email shows attention to detail and reflects positively on your communication skills.
When should I send a follow-up email after an initial meeting or interaction?
It's best to send a follow-up email within the first 48 hours after the initial meeting or interaction, this timeframe allows you to capitalize on the momentum while the discussion is still fresh in both parties' minds and allows enough time for your prospect to weigh their initial decision.
How many follow-up emails should I send before I stop contacting a prospect?
The number of follow-up emails depends on the context and the prospect's responsiveness. Typically, a series of three to five follow-up emails spaced over a few weeks is appropriate. If there's still no response after multiple attempts, it may be time to consider pausing communication and reaching out later with a change of approach.
How do I handle objections or concerns raised in a follow-up email?
When addressing objections or concerns in a follow-up email, it's essential to acknowledge the prospect's perspective empathetically. Provide additional information or resources that address their specific concerns and highlight the benefits of your solution. Aim to foster open dialogue and help in overcoming any obstacles standing in the way of moving forward.
What should I do if I don't receive a response to my follow-up email?
If you don't receive a response to your follow-up email, don't give up immediately. Consider sending a polite follow-up reminder after a reasonable amount of time (typically one week). If there's still no response it may be helpful to explore alternative communication channels or reassess whether the prospect is a qualified lead worth pursuing further.
Can I automate my follow-up email process?
Yes! TEB Apps automates follow-up emails by allowing you to create pre-designed templates, set triggers for when to send them, track responses, and adjust strategies based on analytics, all within a centralized platform, streamlining and optimizing your follow-up process.
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