Studying Time: 14 minutes
In an ideal world, potential prospects would say “Sure” the second you ask them, “Wish to take your dream automobile on a take a look at drive?” or “Able to schedule that tour of the health club?” However the world isn’t good. So it’s important to ship a gross sales follow-up e mail to nudge potential prospects towards motion. They should be hyper-relevant and private, with out being pushy. It’s an e mail advertising and marketing technique you’ll be able to’t ignore.
The truth is, follow-up emails are essential in your e mail advertising and marketing toolkit if you happen to work in industries akin to luxurious retail, increased training, actual property, or automotive gross sales. That’s how and the place curiosity turns into motion.
Anyhow, this weblog publish breaks down every little thing it’s essential to find out about follow-up emails for gross sales — what they’re, what makes an excellent gross sales follow-up e mail, examples, and finest practices to observe. Let’s dig in!
What’s a Gross sales Comply with-Up Electronic mail?
A gross sales follow-up e mail is a strategic message despatched to a possible buyer in response to a sure motion they’ve taken, like touring a property, test-driving a automobile, visiting your web site, or downloading a useful resource. Its objective is to re-engage them, construct belief, and transfer them nearer towards making a purchase order choice.
Comply with-up emails for gross sales particularly matter in B2C industries like med spas, actual property, gyms, increased training, and automotive gross sales as a result of they assist preserve your model high of thoughts.
Extra importantly, they present potential prospects that you just genuinely need to assist them remedy their issues, whether or not it’s discovering their dream residence, reaching their health objectives, or upgrading their way of life.
Why Comply with-Up Emails are So Necessary in Gross sales
Consider it like this: your preliminary interplay with the potential buyer may’ve put your foot within the door. However how do you be sure that door stays open for dialog? By following up.
With out follow-up gross sales emails, potential prospects may lose curiosity or overlook about your model altogether. You possibly can’t afford to allow them to slip by means of your fingers.
And if you happen to suppose contacting them as soon as is sufficient for them to make up their minds, you’ll be able to suppose once more. The truth is, analysis reveals that it usually takes 5 follow-up makes an attempt to shut gross sales. Why? As a result of follow-up emails allow you to:
- Nurture potential prospects’ curiosity in your services or products
- Present worth by means of sources tailor-made to potential prospects’ wants
- Present potential prospects that you just care about their success
- Alter your messaging in every follow-up to reply new questions or objections
It’s how you progress potential prospects nearer to a purchase order choice. So, as an alternative of skipping a follow-up or convincing your self that it gained’t assist, write and ship the emails.
The query is, how?
Learn how to Write and Ship Comply with-Up Gross sales Emails
Writing a follow-up e mail for gross sales is an artwork. However that’s simply half the battle. You additionally have to know how one can ship a gross sales follow-up e mail on the proper time, to the fitting particular person.
Begin with pondering why you need to observe up within the first place. Are you attempting to revive a useless lead? Or transfer nearer to the tip of the client’s buy journey? It doesn’t matter what your objective is, how do you have to construction your gross sales follow-up e mail?
Right here’s a step-by-step information to crafting and sending follow-up emails that work.
Let’s soar in!
1. Map Out the Gross sales Comply with-Up Electronic mail Sequence
You’ve written the primary gross sales follow-up e mail and it’s been despatched to the potential prospects. You’re ready for a reply. And ready. What, it’s been two weeks already?
There, there, don’t take it personally. Potential prospects are human, in any case. They’re busy, and their inbox is sort of a messy wardrobe. The trick is to observe up inside an affordable time after sending the primary follow-up e mail. However what’s an affordable time?
That’s why you must map out each step of your follow-up sequence, from begin to end. Plan precisely what to ship, when to ship it, and why.
Right here’s a pattern gross sales follow-up e mail sequence:
- First follow-up e mail: 3 days after the preliminary e mail, providing a mild reminder of your first e mail
- Second follow-up e mail: 5-7 days after the primary follow-up, with a useful resource (case examine, guidelines, or weblog publish) or one other subject so as to add worth to your buyer relationship e mail
- Third follow-up e mail: 7-10 days after the second follow-up, holding it informal but centered to ask them on to schedule a name
- Remaining follow-up gross sales e mail: 2-3 weeks after the third follow-up, indicating that it’s your final outreach try, however leaving the door open for future interactions
Apprehensive about remembering these intervals? You possibly can automate your gross sales follow-up e mail workflows with e mail advertising and marketing platforms like MoEngage (extra on that beneath).
2. Set Up a Comply with-Up Gross sales Electronic mail Marketing campaign
For this step, it’s essential to use a platform that enables e mail advertising and marketing automation to your campaigns. For those who’re utilizing MoEngage, for instance, right here’s how one can arrange an e mail marketing campaign and create the follow-up sequence:
- Log in to the MoEngage dashboard.
- Go to Create new > Marketing campaign > Electronic mail > Periodic.
- Enter your marketing campaign’s identify and outline the audience. Choose the first set off occasion as ‘Has Executed – Electronic mail Delivered’, which means that the follow-up marketing campaign could be triggered as soon as the potential buyer receives the primary e mail.
- Choose the set off message’s delay time. As an illustration, the primary follow-up e mail is to be despatched 3 days after the primary e mail is obtained. Click on ‘Subsequent’.
- Select any e mail template and drag-and-drop components within the e mail editor. Add, edit or take away textual content, pictures, buttons, lists, dynamic content material — you identify it.
- Choose the beginning date and time of the follow-up e mail marketing campaign, and click on ‘Publish’.
3. Draft Comply with-Up Gross sales Emails They Can’t Say ‘No’ To
The subsequent step is to put in writing all of the follow-up emails in your sequence. However how have you learnt what to say in a follow-up gross sales e mail?
Right here’s a easy format to make it straightforward for you.
Use an Attractive Topic Line
Topic traces are every little thing. They’re like film trailers. If the trailer doesn’t make you sit on the sting of your seat, do you get excited sufficient to purchase tickets to the theater? Nope.
In the identical manner, in case your potential prospects don’t discover the topic line intriguing sufficient, they gained’t open your follow-up e mail.
The excellent news is, you don’t should be Hemingway to put in writing one of the best e mail topic traces to spice up your open charges. You possibly can merely borrow from this listing of topic traces to your gross sales follow-up emails:
Basic Gross sales Comply with-Ups
- Fast query, [First Name]
- [First Name], how a few 5-minute name?
- Following up on our talks on [topic]
- Bought an opportunity to have a look at our [product/service]?
- [First Name], any questions on pricing?
- [First Name], ideas on [solution]?
- Curious what made you step again
- Nonetheless inquisitive about our [product/service]?
- Any updates for [brand name]?
- Fast reminder about [product/service]
Gross sales Comply with-Up Emails with Assets
- 5 methods to do [potential customer’s goal]
- That is why [statistic or fact]
- See how [Potential Customer Name] acquired [Potential Customer’s goal]
- Be careful for this [trend]!
- How we might help you remedy [pain point]
As a substitute of a obscure “Can I allow you to?”, guarantee the topic line offers the potential buyer a touch of what’s inside — your product/service, or a reminder a few previous dialog you’ve already had with them. That’s how one can enhance your e mail open fee.
Begin with a Customized Greeting
When anyone calls you by your identify, you’re more likely to reply. Why? As a result of they’re talking on to you, you immediately really feel a reference to that particular person.
All of the extra cause why you must use the potential buyer’s identify in a follow-up e mail. It makes them really feel such as you truly know them; in consequence, they’re extra probably to purchase from you.
However an excellent gross sales follow-up e mail doesn’t cease there. It additionally has sprinkles of one thing private, like one thing related to their buy habits or wants, as an illustration.
Right here’s an instance:
“Hello [First Name], do you continue to need assistance together with your [pain point]?”
Present Context
No person remembers each e mail they’ve obtained the previous week, not to mention the previous month. So why ought to your potential prospects be any completely different?
The very last thing you need to do is make them work to determine who you’re or why you’re emailing them. Actually, that’d be irritating, and who’s acquired the time to do this anyway? So, make it straightforward for them by giving them a recap of your earlier gross sales emails.
One thing like this is able to do the trick:
“I simply needed to observe up on our e mail final week about enhancing your [specific situation] utilizing our [product].”
Add Worth
Are you checking in together with your potential buyer simply to repeat the identical issues again and again in each follow-up gross sales e mail? Spare them the boredom.
You must give them one thing new, recent, and related in every e mail. One thing that will make it price their time to open and skim your follow-up in any respect. One thing that provides worth to their every day lives.
Listed below are a few examples to set your thoughts on the fitting path:
- A weblog publish, a guidelines, or a how-to information. “I’ve connected a journey guidelines that may allow you to plan your subsequent journey to Hawaii.”
- Successful story. “Right here’s how [another potential customer’s name] makes use of [product] to attain [goal].”
End with a Clear Name to Motion
You possibly can create essentially the most fantastic gross sales follow-up e mail ever. But when there’s no clear CTA, potential prospects could be like, “Okay, the e-mail and every little thing else inside it look nice. However what am I imagined to do subsequent?” It’s like having potential prospects who’re prepared to purchase however can’t, simply since you forgot to offer them the product hyperlink.
So, would you like subscribers to click on a hyperlink? Name you up? Reply to a query? Be particular.
For instance, a CTA like “Schedule a take a look at drive that works to your schedule” doesn’t depart room for confusion, in contrast to a weak CTA like “Ideas?”.
Signal Off with a Skilled and Heat Closing
When it’s time to wrap it up, bear in mind you’re not emailing both your finest good friend or a jury member. Which implies you’ll be able to’t be too informal or too formal.
Heat and professionalism should be balanced in your closing. It shouldn’t really feel pressured. On the identical time, it ought to make the potential buyer really feel such as you’re leaving room for them to interact together with your follow-up gross sales e mail.
You should use these examples:
- “Hope to listen to again from you”
- “Thanks to your time. I’d be blissful to reply any questions.”
- “Let me know if there’s some other manner I might help you.”
Subsequent, add sign-offs like:
- “Heat regards”
- “Greatest”
- “Cheers”
- “Speak quickly”
Proofread the Gross sales Comply with-Up Emails
Has a gross sales follow-up e mail full of spelling and grammatical errors ever made you suppose, “Wow, they’re consultants who can remedy my drawback”?
No, we didn’t suppose so. Your potential prospects don’t suppose so, both.
When you’re achieved writing your follow-up emails, learn them out loud. It could actually allow you to catch errors like repetitive phrases or awkward phrasing. Test the e-mail for typos. Higher but, run it by means of instruments like Grammarly, which may immediately pinpoint errors.
Keep in mind, taking 5 minutes to shine your follow-up gross sales e mail is perhaps the distinction between radio silence and a reply.
4. Automate the Comply with-Up Sequence
You must take follow-up emails severely. Meaning guaranteeing they’re despatched on time everytime, in keeping with the sequence you’d mapped out earlier.
Belief e mail advertising and marketing automation platforms like MoEngage with this work. MoEngage Flows might help you map your follow-up gross sales e mail step-by-step. All it’s essential to do is:
- From the MoEngage dashboard, go to Have interaction > Flows > Create movement. You possibly can both begin from scratch or select a movement template.
- Set the movement identify, then on the ‘Customers enter the movement’ web page, choose the ‘At fastened time’ choice. Make sure the timings are correctly set, then click on ‘Subsequent’.
- On the movement canvas, click on the ‘add’ icon and choose ‘Electronic mail’. Edit the ‘e mail’ bubble. Within the ‘Electronic mail Marketing campaign’ dialog field, choose ‘Import information from one other marketing campaign’ or create a follow-up marketing campaign within the dialog field. Search with the marketing campaign identify, click on ‘Import’, after which ‘Carried out’. The ‘e mail’ bubble is now populated with the chosen marketing campaign data.
- Set circumstances and controls. For instance, ‘Ship Comply with-Up Electronic mail 1 if the recipient has not opened the preliminary e mail in three days.’
- Add timed delays between the emails, akin to ‘If no engagement with Comply with-Up Electronic mail 2, ship Comply with-Up Electronic mail 3 after ten days.’
This helps you be sure that your potential prospects don’t really feel bombarded together with your gross sales follow-ups.
5. Preview, Check, and Optimize Your Comply with-Up Emails
You possibly can’t afford to make e mail advertising and marketing errors like a novice. Similar to crew staff at all times verify a aircraft earlier than it takes off, you’re answerable for checking gross sales follow-up emails earlier than sending them.
For those who don’t preview your emails earlier than hitting ‘ship’, how would you realize if the formatting seems to be good throughout gadgets?
Subsequent, take a look at the emails to see if the hyperlinks or CTA buttons work. With A/B testing, you’ll be able to experiment with completely different topic traces or CTAs to know what resonates most together with your subscribers.
Lastly, double-check that the flows are correctly arrange, with the proper delays and triggers for the follow-ups. Prepared, set, ship!
5 Gross sales Comply with-Up Electronic mail Samples and Templates (the Greatest and the Worst)
Writing follow-up emails for gross sales might be tough, little question. What issues within the course of are tone, relevance, and empathy, and also you’re good to go!
Try these 5 gross sales follow-up e mail examples. You’ll perceive what works, what doesn’t, and why. Three of one of the best follow-ups, and two which might be (ahem)… properly, why don’t you discover out for your self?
1. Greatest Comply with-Up Electronic mail after a Chilly Name
Chilly calls are the primary mode of communication the place you’ll be able to perceive if the potential buyer is definitely a possible buyer. Confused?
Properly, a chilly name no less than offers you a glimmer of an thought whether or not the potential buyer is going through the ache factors that your product goals to deal with. When you’re positive of that, your follow-up gross sales e mail can point out a particular product characteristic. Or a hyperlink to a helpful useful resource. Something that you just suppose might help them obtain their objectives.
Right here’s an instance of a follow-up e mail after a gross sales name:
Why this works:
- Personalization: The gross sales follow-up e mail topic line and the very first sentence discuss with a earlier name. This makes the e-mail really feel particular and related to the potential buyer.
- Including worth: Sharing one thing useful, like a information or a downloadable guidelines, indicators that you just need to transfer the dialog ahead by genuinely serving to, and never simply ‘following up’.
- Clear CTA: The potential buyer is aware of precisely what you need them to do subsequent. On this case, they should both reply to your e mail or name you up for solutions.
2. Greatest Comply with-Up Gross sales Electronic mail after a Set off Occasion
Let’s say you’ve despatched an e mail or a proposal to a possible buyer. After some days, you discover that the potential buyer had opened that e mail. Or they may reopen it later. Or they may’ve downloaded a useful resource you had despatched.
These are examples of set off occasions, telling you there’s a risk that the potential buyer is inquisitive about shopping for your services or products. With one foot within the door, you’ll be able to’t miss this opportunity of nudging the potential buyer to say, “Hey, I’m nonetheless right here!”
Why this works:
- Displaying care: The follow-up e mail isn’t leaping to session or motion talks straightaway. It’s indicating that you just genuinely care concerning the potential buyer’s ache level, whereas asking them for suggestions on the useful resource.
- Zero fluff: The e-mail will get to the purpose instantly — right here’s the useful resource, and if you wish to talk about additional, attain out. That’s it. Quick and candy.
- Direct CTA: It asks the potential buyer to answer to the follow-up e mail as a direct subsequent step. So, they aren’t confused about how one can attain out in the event that they do have questions.
3. Worst Gross sales Comply with-Up Electronic mail after an Occasion
Suppose you’ve met a possible buyer at an occasion, like a automobile dealership occasion, a live performance, or a profession truthful. Comply with-up emails could be an effective way of constant your dialog from the occasion with that potential buyer.
However are you following up with the idea that the potential buyer remembers you or the occasion? You’re solely kidding your self, then.
Let’s observe a second of silence for this e mail.
Okay, we’re achieved.
Why this doesn’t work:
- Impersonal and obscure: The gross sales follow-up e mail topic line doesn’t specify the place the potential buyer had met the sender. That turns into clear solely when the potential buyer opens the e-mail. They aren’t addressed by their identify, both. So how would they know if the follow-up’s truly meant for them, and never another person?
- Disconnected feeling: As a substitute of tying the services or products again to the shared expertise on the occasion, the follow-up begins with a random product pitch.
- No worth: Making an attempt to promote your services or products with out displaying them you care or giving them one thing priceless (occasion takeaways or associated sources) is a surefire approach to break belief earlier than constructing it.
- No hook: The sender is asking the potential buyer for his or her time with out giving them a cause to reply.
4. Worst Comply with-Up Electronic mail when Potential Buyer Goes AWOL
If you’ve been ready for a very long time after following up, it could possibly get irritating. You may begin panicking. Or spiraling uncontrolled. Having a tough time coping with rejection.
A phrase of recommendation: don’t give in to your feelings like this e mail sender did.
Why this doesn’t work:
- Dripping with impatience: It doesn’t matter what you do, you shouldn’t come throughout as insecure or determined. So, when a possible buyer isn’t responding throughout the timeframe you’d hoped for, the very last thing you need to do is nag them. Or worse, demand a fast response. For those who do, the potential buyer may really feel like your follow-up is an obligation, not a hopeful connection.
- Zero context: When it’s clear that the potential buyer hasn’t engaged together with your follow-up for a very long time, chill out. Now suppose. Are they more likely to bear in mind your earlier emails? Chances are high, they aren’t. That’s why you must at all times present context — why you’re following up, and on what subject.
- No worth: On this instance, the sender expects the potential buyer to evaluation their earlier emails and reply. However why ought to the potential buyer care? There’s no incentive for them to reply, and so they don’t owe you a response, both. Supply one thing priceless that makes the e-mail engagement price their time.
5. Greatest Gross sales Comply with-Up Electronic mail after a Lengthy Time Has Handed
You’ve despatched two follow-up gross sales emails as per your sequence. However there’s been no reply, even after ten days, as an illustration. That is perhaps on account of potential prospects’ competing priorities. Or, properly, busy schedules. Issues they will’t management, and you are able to do nothing about.
That’s if you ship a ‘very long time, no speak’ follow-up. Similar to this pattern gross sales e mail follow-up.
Why this works:
- Opening with a reminder: The follow-up gross sales e mail immediately lays down the context of the dialog. No awkward apologies, no guilt journeys.
- New concepts plus worth: Not solely does the e-mail share recent options to the potential buyer’s ache level, however it additionally reveals how a lot you care. It builds in your previous conversations with the potential buyer to supply these options.
- Delicate CTA: The final two sentences of the e-mail sign to the potential buyer that there’s no stress to reply, or to reply straightaway. The sender is clearly encouraging the dialog to maneuver forward, however the ball is within the potential buyer’s courtroom. They will take their very own candy time to resolve whether or not they need to proceed the dialog.
3 Gross sales Comply with-Up Electronic mail Ideas, Greatest Practices, and Methods
Now you realize the distinction between an excellent gross sales follow-up e mail and a foul one. To make sure it’s good, there are three finest practices you must at all times observe whereas crafting follow-up gross sales emails:
1. Personalize Every Gross sales Comply with-Up Electronic mail
Gone are the times when a gross sales follow-up e mail beginning with ‘Expensive Valued Potential Buyer’ made the potential buyer really feel valued.
Electronic mail personalization is a non-negotiable now. You shouldn’t simply use the potential buyer’s identify, however their wants, challenges, habits, and preferences too, in a follow-up. Solely then may the subscriber really feel particular sufficient to learn your follow-up and take the motion you need them to.
If doing this at scale feels too daunting, although, don’t sweat. Electronic mail advertising and marketing software program platforms like MoEngage allow you to simply insert dynamic content material, so your follow-up emails really feel customized with out handbook work.
2. Maintain the Comply with-Up Electronic mail Quick
Sadly, people have an consideration span of 8.25 seconds — lower than that of a goldfish. As if that weren’t sufficient, no one’s acquired the time to learn by means of partitions of textual content in your follow-up emails to know why you despatched them within the first place.
Your preliminary e mail is the place you inform the story of your model or your services or products. Gross sales follow-up emails shouldn’t be greater than light knocks in your subscribers’ doorways. So, make sure that they’re quick, clear, and related. Get to the purpose quick. Keep in mind, you simply have 8.25 seconds to seize the subscriber’s curiosity by means of your key message within the follow-up e mail, so make each second rely. That’s a manner of displaying respect to your subscribers’ time.
3. Automate the Comply with-Up Course of
We’ve mentioned this earlier than, and we’ll say it once more. Juggling the follow-ups, timing, intervals, and personalization all of sudden is a Herculean feat. That’s the place automation is available in to avoid wasting the day.
For instance, MoEngage is an e mail advertising and marketing automation software program that may allow you to automate all the course of, from dynamically updating messaging primarily based on potential prospects’ habits to A/B testing gross sales follow-up e mail topic traces. It brings consistency to the desk, so that you don’t miss out on alternatives anymore to interact your subscribers effectively.
Moreover, such platforms present detailed e mail dashboards and analytics. This implies you’ll be able to verify which gross sales follow-up emails are performing properly when it comes to opens, clicks, conversions, and different key e mail advertising and marketing metrics.
Learn how to Create an Participating Gross sales Comply with-Up Electronic mail: Closing Ideas
A gross sales follow-up e mail shouldn’t be an choice, however a must-do. That doesn’t imply it must be pushy and aggressive, although.
All the time take into account whether or not potential prospects are prepared to maneuver ahead within the gross sales course of. If they’re, what do they should prepare? Taking these elements into consideration will allow you to write and ship follow-up emails that resonate with potential prospects.
All you want is the fitting platform for automating follow-up gross sales e mail workflows. A platform like MoEngage, the place you can too construct and save follow-up e mail templates, arrange campaigns, analyze outcomes, and optimize emails.
Curious the way it might help your group work extra effectively and productively? Take a free demo right now.
