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The ultimate guide on follow-up email
Inna Sabada
by Inna Sabada
The ultimate guide on follow-up email

The Ultimate Guide to Crafting and Sending Effective Follow-Up Emails for Enhanced Engagement and Response Rates


There's nothing worse than putting in a lot of effort and time into connecting with someone, but not getting any kind of response. Whether you’ve reached out to a potential client, new job opportunity or collaborator; having your attempts unanswered can be frustrating.


But don't worry – the power of follow-up emails gives you an advantage in those situations! In this blog post, we'll look at how to write effective follow-up emails so that no contact is ever lost again. We'll cover topics such as crafting compelling subject lines and why personalized messages drive responses.


By the end, you should have all the tools needed for constructing successful follow-up emails every time!



What are follow-up emails?


Follow-up emails are messages sent to recipients as a subsequent communication after an initial interaction or contact. These emails serve the purpose of continuing a conversation, reminding recipients about a previous message, or prompting action. Follow-up emails are commonly used in various contexts, such as sales, customer support, job applications, networking, and event planning.


The primary goals of follow-up emails can include:


1. Continuing a conversation: Following up after an initial contact helps maintain communication and keeps the conversation going. It can be used to provide additional information, answer questions, or address any concerns that were previously discussed.


2. Reminding recipients: Sometimes, people may overlook or forget about an email, especially if it requires a response or action. A follow-up email serves as a gentle reminder to ensure that the recipient doesn't miss any important information or tasks.


3. Prompting action: Follow-up emails can be used to nudge recipients to take a specific action, such as making a purchase, signing up for a service, attending an event, or completing a task. These emails often include clear call-to-action statements or deadlines to create a sense of urgency.


4. Building relationships: Follow-up emails are an opportunity to foster and strengthen relationships with clients, customers, colleagues, or potential employers. By showing continued interest and engagement, follow-up emails can help build rapport and trust over time.


When crafting a follow-up email, it's essential to be concise, polite, and focused on the recipient's needs or interests. Personalizing the message and adding value or relevant information can increase the chances of a response or desired outcome.


Follow-up emails are effective for at least three reasons:


1. Credit of trust. The company gives the subscriber what he is interested in. If you do not impose - he will buy more willingly.

2. Automatic mailing. The follow-up email is created once, but it works for a long time. Doesn't require a lot of time.

3. Personalization and segmentation. By setting up a mailing list, you can communicate with each customer in their language.



When to send a follow-up email?


- the client has downloaded material from the site;

- the client has subscribed to the newsletter;

- the client has registered for a trial version of the product;

- the client has visited several important pages of the site, including "Prices";

- the client received a miscalculation and "went to think";

- two months have passed, and the client has not bought the product;

- two months have passed since the date of purchase, it's time to offer to update the purchase and more.



Trigger follow-up email help you:


- Build the trust of the interested audience;
- Inform potential customers about the product and the company;
- Increase your conversion rate;
- Increase the percentage of repeat sales;
- Rebuild relationships with lost clients.


How to set up follow-up email?


The first thing to do is determine which follow-up emails you will send. Prepare letter outline and ideas.


Then we prepare the content. Make a list of questions customers ask themselves. Reply to them in the format of the content of future emails.


The next step is to prepare a email template. Make a template for a letter in the style of a company, layout according to the rules for the layout of email letters.


Read our emails writing guidelines:

1. How to create a beautiful newsletter?

2. What to check before sending emails?



Next, prepare the content for the follow-up email. Based on the template - make the rest of the emails, check how they look, do not forget about the adaptability to mobile devices. Ideally, mark each email with UTM tags so that you can later find out which campaigns worked best. And be sure to do an email test. Check if it got into spam.


Select a mailing service and set up follow-up email. Not all services can send follow-up email. Our service Warmy provides the ability to send follow-up emails.


Do not forget to monitor indicators (openings, clicks, errors ...) and revise the follow-up email every 2-3 months. See which emails are more clickable, improve, rewrite, add new content.



9 rules for creating follow-up email:


1. Send out at the right time. If you decide to remind yourself six months after a potential buyer found out about your product, most likely his interest has been lost forever.


2. Take into account the activity of the subscriber. When creating a mailing script, predict the behavior of the subscriber: opened an email, followed a link, downloaded a free product, participated in a survey. A logical response must be prepared for every reaction.


3. Content. Writing is clear and useful.


4. Attractive theme. It's not enough to make a great letter - you need the client to open it. To do this, work on the subject (title) of the letter.

Read how to do this in our article - Email newsletters: 9 tips for writing a headline


5. Conciseness. Keep your letter short. Most people will read a letter if it is simple enough, but don't try to fit all the information about your proposals into one letter.


6. Segment. Each segment needs its own scenario.


7. Personalization. At the very least, you should use the client's name in the letter. It is useful to remember something from the previous conversation if any. It is appropriate to use information from company news if you work in the B2B niche.


8. Call to action. Don't send out emails without some kind of call to action. Create a letter so that the addressee understands what you would like from it after reading it: go to the site, answer a question, etc. Include one action in one letter.


9. Feedback. After purchasing, ask for your opinion on the product. If the client has canceled the deal, specify the reason. This can help to draw important conclusions about the product, sales strategy, competitive advantage, quality of service.



🔹 Follow-up emails can be an invaluable tool, helping to ensure you stay connected with customers and make sure projects get pushed forward in a timely manner. With the right techniques, your follow-up emails can be effective and engaging while remaining professional.


To make sure they’re always successful, remember to customize your message for each contact, keep it short and to the point, maintain a pleasant tone, offer value right away in your first email, use automated reminders whenever possible and track metrics to learn what works best for your business.


With patience and consistency in sending out high-quality follow-up emails, you’ll soon find yourself reaping rewards. Try it out today and start experiencing the benefits of effective follow-up communication!


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