How to Write Extremely Effective Follow-up Emails

Even in this age of the technological revolution, emails remain a key tool for achieving sales.

As a professional sales rep, emails not only give your team the chance to connect with new prospects, but also enable them to reconnect with existing customers.

And for maintaining great customer relationships, emails are as important a tool as any other.

You would already know that the first email is not the one that often does the trick. You need to come up with good follow-up emails to convert your prospects and get repeat sales from existing customers.

They should compel your readers to respond and think about the content discussed.

So, how do you go about writing follow-up emails? What are the key components of such emails that your sales team needs to be aware of?

Let us take a look.

Below are a few simple steps to write extremely effective follow-up emails:

Understand the Objective

First, define the purpose of writing the follow-up email before drafting the email. Below are a couple of possible objectives:

  • Sending a reminder to existing customers about service subscription renewal.
  • Sending announcements about new products.
  • Sharing information about other products related to the products purchased by the customers.
  • Catching up with customers from whom you have not heard for a while.

Get the Follow-up Timing Righttiming

Once you know the objective of your email, another important aspect to determine is when to send the email. You can then spend time on preparing the content for the follow-up email. 

For example, for sending reminders for subscription renewals, the appropriate time would be a couple of months prior to the subscription expiry date.

Similarly, you can catch up with your customers every two to three months via emails.

Build a Personal Connection

Now you can start writing the email. You need to begin it by giving some relevance or context for the earlier interaction between your team and that person or company.

This saves time for the reader in recollecting your old discussions and builds the right connection. Below are a couple of good examples of such a start for follow-up emails:

  • “We met last week when our team presented our (brand name) range of products for your perusal.”
  • “We just thought of catching up with you as we have not interacted since September when you had purchased the [XYZ] product from us.”

Reveal the Real Purpose in the Introductory Part

Once you have greeted the reader and established a connection, you can come to the point rather than beating around the bush because no one has time to read lengthy emails.

You should thus state the underlying purpose of your email in the introduction. This will save time for the reader who will already know what to expect from the remaining part of your email.

Here is an example of such a statement:

“As you had requested last time round that we notify you about any new products from the same product category of your earlier purchase, we are sharing relevant details about a product here.”

Write a Short and Concrete Subject Line

Often, the subject line of an email determines how seriously it will be taken by the reader.

It should be catchy enough to draw attention from your reader and it should make him or her read it immediately or, at least, mark it as “important” to be read later. You use exact figures and names, rather than using generic terms.

For example, instead of writing the subject line as “Sharing Launch of New Products”, you can craft the line as “Sharing Launch of Nine Cosmetic Products”.

Write Engaging Content in the Email Body and Seek a Response

Avoid writing lengthy stories in the body of your email. Also, make sure you end the email by seeking a response for a telephone call proposal or even a face-to-face meeting (wherever possible) as a call to action.

We hope that the above information helps you write highly engaging follow-up emails. Do you have any tips to share? Please feel free to leave your comments below and thanks for reading!


Images Sources: GiphyFlickr

Published by

Ohad Oren

Ohad Oren is Co-Founder and COO of ONDiGO. Prior to ONDiGO he Co-founded several start-ups. Ohad has years of experience in Sales and Business Management. You can follow him on twitter on @OrenOhad

One thought on “How to Write Extremely Effective Follow-up Emails”

  1. Hi Ohad,
    Great choice of topic for the article. I like the section about building real connection and later on, when we establish it – reveal the real purpose. Totally agree with your statement on longish follow-ups. These days people don’t have much time, and they will expect us to go straight to the point. The right timing is crucial as well. There are automation tools we can use to never miss a follow-up. I could only add a note about the tone of the follow-up. I think it’s important to build on the previously started realtionship with the client or prospect, and if we already got quite familiar and informal with them, sending them a formal follow-up could be confusing. It’s all about being consistent. I wrote a series about following-up in cold outreach on our company blog. I believe following-up is a skill that needs time to be mastered. It’s crucial to discover the line between persistence and stalking, which is a fine line nowadays, when the market is really saturated with emails of all kinds.
    Thanks for the post!

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