Follow-up email
What is a follow-up email?
A follow-up email is an email sent after the first contact or an initial message about a specific topic.
It may be part of a sequence of mailings within a marketing campaign, a reminder after a business meeting or an attempt to get a response to a previously sent proposal.
Its main objective is to reactivate a conversation or maintain the recipient’s interest.
A common misconception is that you should only send a follow-up email when you haven’t received a response, but the reality is that follow-up emails are useful in a wide variety of situations, from thanking users for a purchase to reminding them of a promotion.
Importance of follow-up email in an email marketing strategy
Email marketing remains one of the most effective strategies for reaching consumers.
According to several researches, the ROI (return on investment) of email marketing is significantly high compared to other digital marketing channels.
However, it’s not just about sending the right email, proper follow-up is essential to maintain effective communication with subscribers.
The CTA, as well as open and response rate of initial emails can vary considerably depending on the sector or industry.
However, studies show that many times, potential customers simply don’t respond to the first interaction.
This doesn’t mean they are not interested.
They may have forgotten the email, left it on hold, or didn’t have time to respond.
This is where follow-up emails come into play.
By forwarding the message, either as a subtle reminder or as a new proposal, you increase the likelihood of getting a response.
When and how to send a follow-up email?
Timing and content are critical factors for an effective follow-up email.
If you wait too long to send a follow-up email, the recipient may have lost interest or may not even remember the original message.
On the other hand, if you are too insistent, you may give a bad impression or be perceived as annoying.
Ideal timing for a follow-up email
Generally, the best time to send a follow-up email is between three and seven days after the first message.
This time frame allows the recipient enough space to read the first email without feeling pressured, but also ensures that your brand remains fresh in their mind.
However, the exact timing will depend on the context.
For example, if you are offering a business proposal, you can wait a little longer, perhaps a week or more.
If it’s a follow-up email for a marketing promotion, it’s best to act quickly to take advantage of the subscriber’s initial interest.
How many follow-up emails should you send?
The number of follow-up emails you send will depend on several factors, including the type of campaign you’re running and the relationship you have with the recipient.
In general, for email marketing campaigns, two to three follow-up emails are recommended to maximize response rates without being intrusive.
A first follow-up email could simply be a reminder that the initial message was sent.
The second could one include more details or incentives, such as a special offer or additional information that may be of interest to the recipient.
If you don’t receive a response after the third email, it is advisable to stop insisting so as not to damage the relationship.
Best practices for writing effective follow-up emails
You might consider using the following best practices:
Brevity and conciseness
A follow-up email should not be long.
In fact, the more direct you are, the better.
The recipient should be able to read your message within seconds and understand the purpose behind it.
Add a call to action (CTA)
As with any marketing email, it’s crucial that your follow-up email has a clear call to action.
Whether you want the recipient to respond, visit your website, or complete a purchase, make sure the desired action is well-defined and easy to complete.
Customize the message
Personalization is key in email marketing.
Generic follow-up emails have a lower success rate.
Use the recipient’s name, mention specific details about the previous interaction, and show that you value their time.
Create a sense of urgency
In many cases, it is helpful to include an element of urgency in your follow-up email.
For example, if you’re offering a limited-time promotion, let the recipient know that the offer expires soon.
This can motivate quick action.
Provide additional value:
If the first email didn’t generate a response, it’s possible that the recipient didn’t find enough value in your initial message.
In the follow-up email, try to include additional information, such as a case study, free resource or testimonial, that may better capture their attention.
Follow-up mail: an essential component of the sales cycle
In B2B marketing, follow-up emails are even more crucial, as sales cycles tend to be longer and require multiple interactions before closing a deal.
It’s not uncommon for prospects to need several reminders before making a purchasing decision.
In this case, a follow-up email is not only useful, but absolutely necessary to keep the communication flowing.
Email marketing, as a comprehensive strategy, is based on consistency and maintaining the relationship with the customer.
If you don’t follow up, especially after you have initiated a conversation, you run the risk of the potential customer losing interest or forgetting your proposal.
Conclusion
Follow-up emails are a key piece in any effective email marketing strategy.
Executed well, it can significantly improve response rates, keep the conversation with prospects alive, and ultimately increase conversions.
By sending follow-up emails at the right time, with the right tone, and providing additional value, you’ll be in a better position to meet your digital marketing goals.