We live in a time of information overload. Let’s face it–your email may just be glanced over if not sent directly to the spam bin. If you want to convert your spam to sale, you have to write follow-up emails that work.
Repetitive language and email templates aren’t going to get you any closer to success, especially if you’re using phrases like “just seeing how you’re doing.” Language like this is overused like the words “very” or “good.”
Now, there’s nothing wrong with these words; but there’s a time and place. Starting an email with “I’m very excited. Have you seen this very good discount?” is going to send anyone into snoresville.
Enough about the wrong ways, let’s go over how you can send a follow-up the right way. Just keep these ideas in mind: Define, Clarify, and Time.
Like starting a road trip, you won’t get far if you just hop in the car with no destination in mind. If you’re writing a follow-up email, you have to understand what your purpose is. This is one of the biggest mistakes people make.
The point of defining your follow-up is like setting your GPS. These are the most common types:
- Reminder- Prompting someone to respond to an earlier email.
- Thank You- Showing appreciation for a sale or otherwise.
- Request- Asking for more information or another sales push
Knowing which one you’re writing is going to give you the parameters for your call-to-action. A reminder follow-up has a completely different tone than a thank-you.
Define clearly what your objective is for your email. We’ll take the reminder as an example. You’ve spoken with a client, and the conversation went well. It’s been longer than necessary for a callback, so you decide to reach out and send a follow-up email.
Your needs are not to congratulate them or request anything; you simply need to remind them about your earlier conversation. Your call-to-action is similar to what you’ve spoken about before. Now that you understand this, it’s time to clarify.
The immediate message your client takes from your email shouldn’t be “hey, you forgot about me trying to sell you this.” It has to be something human. It’s difficult, but you have to catch their eye with something emotional, something that makes them want to read more.
Your opening line can be the same as your subject line. It has to hook the reader, make them feel something about your connection (or make them regret not connecting earlier). This can involve some homework.
Involve information from the last time you spoke. You can open with “Remember [topic] we spoke about last week?” or “Congrats on [achievement].” Remember to keep these openers professional. While humor is a good way to connect with people, maintaining a professional air during written correspondence is always in style.
After the opening paragraph (and their hook for caring), you must deliver a clear purpose. Be as straightforward as possible without coming off as rude. For example, instead of stating “I’d like to call you sometime this week,” write “I’d love to chat with you about [topic] we covered last time. How does Wednesday afternoon sound?”
The more concrete you sound, the better. People respond well to clear, concise phrasing, especially if it concerns their finances. No one wants to be confused when it comes to their money.
So, now that you’ve defined what your follow-up is for, including the call-to-action, and you’ve drafted an email with a clear purpose, there is one last thing to consider. Before you hit the send button, make sure you have the email timed correctly.
This means to be mindful of the situation you’re responding to. For example, if your purpose is to prompt another conversation, like an interview, you’d likely wait a week or so. Nothing irritates a prospective employer more than constant proddings.
However, if it’s a thank-you note or something similar, that is perfectly acceptable within a 24-hour period. The point is to make sure the email’s purpose aligns with how much time it takes up. If someone just needs to read it quickly and can continue with their day, then a shorter time frame is fine. If your email has more of a time commitment attached (like a new meeting or more tasks), then wait longer to send.
Follow-up emails have major power for your business. If you’re looking to drive up conversion rates, nothing works faster than proper communication. People will not only respect you as a reliable source, but they’ll also trust you with their business, valuing your relationship.