Follow-up (FU) email is an important tool for establishing communications with customers, suppliers, partners, and team members. With the help of systematic mailings, you can significantly increase sales conversion, establish a business process in the company in which all tasks will be completed strictly on time. However, even a well-written email will not be of any use. To achieve the effect, it is necessary to create a whole chain of messages, each of which the recipient will open and respond, maintaining communication, and the right motivation will push him to action. This article is about how to properly create chains of e-mail newsletters that encourage people to keep in touch and respond.
Why do I need a follow-up email?
First of all, it is a way to consolidate the first acquaintance and motivation to continue communication. For example, Sales and a potential client met at an exhibition, discovered common interests in conversation, and exchanged contacts. The continuation of communication depends entirely on the manager, how he will be able to establish and maintain communication without imposing or exerting excessive pressure. To consolidate the results of the acquaintance, he should send a short e-mail no later than the next day with a reminder of the meeting, an expression of satisfaction from the acquaintance and an offer to call or meet to discuss any interesting information. Such an e-mail:
- it will remind you of the contact and attract attention;
- it will show the manager’s interest in continuing the acquaintance;
- inform the interlocutor about the availability of topics of interest to him for discussion, as well as about what your company does (in certain cases, you can attach a link to the product catalog to the letter);
- it will help to establish a trusting relationship;
- motivates to continue communication.
You can automatically establish contact with a potential client who visited your company’s page for the first time. To do this, there must be an invitation to subscribe on the page. Usually, some kind of bonus is offered for a subscription: a discount on the first purchase, receipt of a product catalog. If a person has signed up, this is a confirmation of their interest. Therefore, you can send a message (which can also be automatic) with links to the catalog, with a description of special conditions, sales contacts (mail, phone, messenger accounts).
Follow-up newsletters help:
- Increase the conversion rate. By maintaining electronic communication, the client can be guided to make the right decision. For example, a person bought a one-time service, but after several written negotiations, agreed to issue an annual subscription.
- Establish communication in automatic mode. In order for the reception to work, it is necessary to correctly arrange each message in the chain.
- Cut off disinterested subscribers.
Types of follow-up email
After activating the trial version of the product
Subscribing to the demo version means that the person is in search and is a potential buyer. In order not to miss him, it is important to establish communication with him, motivate him to purchase a paid package. In the letter sent after activating the demo version, you must specify the advantages of buying a paid tariff, tell about discounts, bonuses, and other benefits. To encourage the buyer to take action, it is recommended to send a visual demonstration of the functionality of the paid package.
After subscribing to the lead magnet
Usually, a bonus is offered for subscribing to a lead magnet: a discount, something free (a brochure, a selection of thematic tips). This technique should motivate a person to share their contacts. If this has happened (with his submission), you can begin to establish a connection. Immediately after receiving the bonus, it is recommended to send a short message thanking you for subscribing, as well as information about other services. If a person has not completed their subscription, write them a reminder message and offer them a bonus.
After completing the purchase
If the buyer has made one purchase, Sales’s task is to persuade him to make a new one. To do this, write a follow-up email thanking you for the completed transaction, as well as a short story about what else from the catalog may be useful, and offer a discount promo code for the next purchase.
How to compose a FU email
- Follow-up emails and messages have a clear structure, including: a clear topic, a greeting, a link to a previous contact, information about sales, a reminder of previous agreements, a call to action, contacts for feedback.
- The subject should be brief, but understandable to the recipient, from whom the email is sent. Otherwise, it will immediately go to spam.
- The first phrase is a formal greeting with a brief self–presentation, for example: «Hello Ivan, this is Peter, the manager of the Chance company».
- If there have already been contacts during which agreements have been reached, you should thank the interlocutor for a pleasant productive conversation.
- In the main part, the essence of the case should be summarized point by point: to remind about previous agreements, to tell about the terms of cooperation, to acquaint with the advantages of cooperation, to tell about new types of goods (services).
- There must be a call to action at the end, for example, «Waiting for an answer», «Let’s discuss …». A motivational phrase is a form of emotional reinforcement. The interlocutors respond to letters with appeals more often.
- Leave more contacts. This will make it easier for the interlocutor to choose a method of communication.
Recommendations for improving follow-up newsletters
- Come up with interesting, catchy topics. This is one of the techniques to encourage a person to open a letter.
- Observe the intervals between messages.
- Observe brevity, conciseness of presentation, as well as a businesslike, positive tone.
- Ask for feedback, for example, a review of a purchased product (service), about what you liked and what you didn’t like. This will allow you to better understand the interests of the interlocutor.
- Divide the audience into segments based on interests and develop email templates in chains for each one. This will simplify communication, reduce the time for composing messages (you can simply change the name in the templates).
- Do not forget to offer related products, but do it unobtrusively.
- Do not make a business proposal in the first letters. The client must be psychologically ready to buy. According to statistics, the transaction is completed no earlier than 5 follow-contacts. Most buyers need at least 3 months to make a decision, and 20% – at least a year.
- Use automatic means for mass mailings. If you need to send information to the customer base about new offers, then this can be done automatically.
- Communicate with potential buyers only from corporate addresses. This is especially true for messengers and social media accounts. They should include the name of the organization, the corresponding avatar, and a description. This rule will protect your messages from being sent to spam.
- Use metrics to evaluate performance. For example, develop several templates and check which ones work more often.
The best time to send FU email
Sales surveys show that the best days of the week for sending emails are Wednesday and Thursday, from 8:00 to 10:00 and from 16:00 to 17:00. Business negotiations during these time intervals increase conversion by 49%. The most inappropriate intervals are lunch hours from 11-00 to 14-00, and the most inefficient days are Monday and Friday.
The frequency of shipments is also important: it should not be too high or too low. After each conversation, the client should be given time to think about it. If you immediately start bombarding him with emails, it will cause irritation, rejection. It has been experimentally established that it is optimal to send the following message:
- a day after the meeting or call to clarify the details;
- after 48 hours – to resolve unresolved work issues;
- to remind you of a commercial offer or a scheduled meeting, as well as a request for feedback or notification of new offers, you should write no earlier than a week later;
- to maintain stable communication with people whom you met at face-to-face events, it is customary to correspond at least once a month.
Examples of FU email
Lack of reaction to a cold call
If you have not received a response, send a follow-up message, repeat what you said last time, and describe additional cooperation opportunities so that the recipient knows more about what you offer. You can also make it easier for him to move on to the next step by offering an easy way to schedule a call or meeting. Your goal here is to start a conversation, to get a person to get in touch:
Subject: Registration
Hello, [name],
This is [your name] from [your company name].
I contacted you earlier to discuss [the issue you are trying to solve] and how [your product name] helped [company name] solve a similar problem in the past.
I am enclosing you to study this case in more detail and how [company name] helped to achieve [mention the results] within X days using [product name]. Please let me know if you would like to discuss the issue and if we can get in touch by phone. If so, please indicate which time is most suitable for you.
[Call to Action]: Chat with us [link to your calendar].
[Your signature].
Letter to the referral
One of your current clients recommended a company in a similar industry to you. You have contacted them, but have not yet received a response.
So, we need to send them another reminder with some encouragement, as well as attach feedback /social proof of usefulness. This will increase trust and increase the chances that the recipient will sign up for a demo call.:
Subject: Stay tuned
Hello, [name],
This is [your name] from [your brand name]. [Referral’s name] gave your contact details because [she/he/they] mentioned that you are looking for software [product category].
[Referral’s name] is a big fan of [your product] and thought you might benefit too. We will be happy to help!
– Advantage 1
– Advantage 2
– Advantage 3
You can explore our [Product/solution page URLs]. If you have additional questions, you can schedule a quick call to discuss your specific needs.
[Call to Action]: Schedule a free 30-minute consultation [link to your calendar tool].
We are looking forward to your reply!
[Your signature].
Email after product demonstration or call
I know that [product name] can be valuable to achieve your goals. How about we schedule a call early next week to discuss how we can move forward?
[Call to Action]: Let’s discuss the next steps [link to your calendar]. In the meantime, please let me know if you have any more questions or need more information.
[Your signature].
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Conclusions
The importance of follow-up email for business cannot be overestimated. A well-structured chain of messages allows you to establish communication with the clientele, partners, suppliers and systematically achieve the desired result from the opposite side. When writing emails, it is important to maintain a neutral, positive tone, be unobtrusive, but at the same time persistent and always remember the buyer’s interest. Automating the process will be an excellent help in your work: it will allow you to send newsletters in a timely manner, not to miss details, and also save the manager’s time.
