Tips on writing a follow-up email


Like me, I’m sure most of you have previously sent out the most amazing digital marketing emails to receive just a handful of replies or worse yet…. deathly silence. Do not lose hope, it’s time to get familiar with the effectiveness of follow up emails. 

Statistics suggest that only 24% of sales emails are opened but just 20% of leads are followed up. In fact, a campaign with just 1 follow-up email can convert 25%* more prospects. This means there is a massive loss of potential opportunities. Also, it tells us that the fear of seeming annoying to prospects or getting rejected can discourage further contact.

Another reason why follow-up emails aren’t getting the respect they deserve is the fact that marketers spend most of the time creating first impression emails and not focusing enough on persistent methods of contact.

So, how should you start?
 

When to Write Follow-Up Emails?

In most scenarios, you will create follow-up emails after you’ve sent the first campaign email and it resulted in no response. However, follow-up emails can also be useful when you want to check in after a first consultation or reconnect with folks familiar with your brand.

 

Best Time to Send Follow-Up Emails

Even if most emails get opened the first day they are received, you should wait at least 3 days before sending a follow-up. Do not make the mistake of not giving them enough time to respond.
 


How to Write a Follow-Up Email?

1. Subject Line

Yep, exactly where we started when we first discussed the approach to take when drafting your initial camapign newsletter. The subject line is the first thing your potential client sees before opening an email. It is not enough to create a compelling subject line for a first cold email but to write an equally effective one for a follow-up.

You should write direct and sharp subject lines that clearly show your intention. This means your subject line must provide key information – the goal you are trying to achieve. When it feels natural, use the couples name in the email subject line.

Examples

  • Have you secured your celebrant yet?
  • (Name), It’s not too late to plan your perfect wedding
  • (Company Name) is waiting to bring your wedding dreams to life

     

 

2. Email Openers

Email Openers should mention the initial email and remind clients you already contacted them before.

Examples

  • I wanted to follow up on an email I sent last week.
  • Have you had the chance to look at my previous offer?
  • In case you missed my email last week…

     

 

3. Explain Your Intention & Add your Call to Action

Once you’ve introduced yourself and made sure the client realises you already made contact once before, try to summarise why you are emailing them. Do not make the assumption they remember your previous email. Create the same message just in a different format.

It is more likely for the client to answer if you provide them with a specific offer. You can propose a time or date for an initial consult or even schedule a 10-minute call to discuss your product/service offering.

 

Examples

  • When would be a good time for you to discuss this in person or over the phone?
  • How about a 10-minute call on Tuesday or Wednesday at 5 PM?
  • Here’s the link to my calendar, feel free to make an appointment:

     


Let’s put it together….

Follow Up Email Example 1.

Hi Sarah,

I hope you have had a great week. I wanted to touch base as I haven’t heard back regarding your wedding plans.

Have you secured your wedding photographer yet?

I would love to organise a quick call to discuss your big day in more detail. Would Tuesday afternoon work for you?

I’m really excited about the potential of working with you to create your dream wedding day.

Warm regards,

 

 

Follow Up Email Example 2.

Hi Sarah,

As mentioned last week, we have a special promotion where we are giving away $100 credit toward your Bridal Gown.

To take advantage of this promotion before it ends, simply respond to this email or call me on 04XX XXX XXX and we will arrange for your free consultation.

Warm regards,
 

 

When it comes to the success of your email marketing efforts, persistence, balance, and timing play the most important role.

So, don’t give up if you haven’t heard from your prospect after two or three emails. As for the best timing to send your emails, I’d leave 3 days between emails and wouldn’t recommend sending more than 4, but bear in mind that there’s no one-size-fits-all approach.

Therefore, monitor your metrics and tweak your campaigns accordingly. 

*See HubSpot’s sales blogs for more inspiration and statistics on the effectiveness of sales follow up 
 

Author: ABIA Weddings Australia