Using an effective follow-up email is a key part of a great email prospecting campaign. Often, more responses actually come from the follow-up email than from the original. But why are they so effective? What elements of a successful follow-up email are essential to ensuring those increases in response rates?
Many of the factors that make up a good prospecting email apply to both your “original” and “follow-up” emails. Things like having a clear and descriptive subject line, short and straightforward message, and clearly stated objective or “ask” apply to any type of sales email. All that’s needed is to adapt those rules to this specific type of email.
For example, a good practice is to leave the subject line of your original email intact, while adding something that indicates you are following up on the email with that subject line (i.e. “Follow up: Subject line of my original email”).
The real advantage of a good follow-up email is that it will reiterate to your prospect that you are a real person, actually interested in speaking with them, and reminds them of your original email. Your prospects are busy just like you are, so if they intended to respond and the day got away from them, the follow-up email will ensure that you don’t fall through the cracks. At the very least, a follow-up email reminds the prospect to get back to you, even if it’s to say now isn’t a good time, which after all, lets you know to focus your efforts elsewhere.
Keep your follow-up emails simple, short, and straightforward and they’ll do their job.
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