Engage with a follow-up email, don’t bore.

Engaging Follow-Up Emails: A Strategic Approach

Conventional "touching base" emails often end up in a recipient's mental 'reply-later' box. These general, non-targeted messages lack the specificity and interest to provoke an immediate response. These scenarios in sales - where follow-ups become more of a formality than a strategic move - are common and stem from multiple situations like cut-short pitches, mistimed demos, or non-committal prospects.

Strategic Follow-Up Email Crafting in 3 Steps

1. Qualify Interests:

   • Establish genuine interest and avoid spamming by asking concise, relevant questions.

   • Use a mix of specific and general questions to comprehend the prospect’s interests and priorities.

2. Monitor Prospect’s Interests:

   • Employ tools like LinkedIn follows, Google alerts, and consistent calling to stay updated on prospects and their companies’ movements.

3. Craft and Send a Precise, Valuable Email:

   • Use succinct titles and content.

   • Include potentially useful attachments or links.

   • Propose a clear, engaging call to action.

Sequential Follow-Up Strategy

Ensuring that your emails are valuable to the recipient is pivotal. This might necessitate sending up to 3 emails, maintaining content quality before initiating another call. The ultimate goal is to foster trust and showcase your credibility, aligning your communications with the prospect's evolving interests and needs.

Adaptable Email Templates

Here are brief samples based on varied scenarios to illustrate adaptive, interest-aligned communication.

• Relevant Article Share:

  • Title: Consumer Covid Demographics

  • Content: Sharing a pertinent article regarding Covid-19 consumer behavior.

  • Call to Action: Offering a demo of a relevant tool.

• Congratulating on a New Product Launch:

  • Title: Congratulations on XYZ Launch

  • Content: Complimenting and recognizing the new launch.

  • Call to Action: Proposing a tool to track prospect engagement.

• Recognizing Team Additions:

  • Title: Welcoming Your New Head of External Communications

  • Content: Acknowledging and highlighting new team members.

  • Call to Action: Recommending a tool for the new member.