Email follow-ups are a great way for more information to be given in detail and to allow the prospect more time to think through the information displayed. When using email to follow up, you must give the client enough information to be considered helpful but not too much as to where you pull out all the stops in the first follow-up. You want to drive the conversation and get them to buy early.
Follow-up emails can be frustrating. Many people assume if a prospect doesn’t respond the first time that they aren’t interested, however, there are many reasons as to why, besides not wanting your service, a prospect hasn’t responded to your email.
These reasons include missing the email completely, failure of the subject line to catch the prospect’s attention, not a clear enough call to action, not set up to be viewed on mobile, and sent at a bad time/day. The good news is these are all things we can easily fix.
Lost emailSometimes emails get buried in our inboxes. Dismissing it the first time doesn’t mean we don’t think they’re important it just means we forgot about them. Sending multiple emails when you haven’t received a response yet is okay. The rule we follow is if we haven’t heard anything within two days, we send another follow-up email. Two days is enough time to where if they did happen to see the email, another follow-up won’t frustrate them. Two days is also a good time for the prospect to contemplate the email and then receive another follow-up with even more valuable information. After the first two-day period, you should extend the waiting period by a few days for each subsequent email.
Subject linePeople are bombarded with thousands of emails from everything imaginable. What would make them recognize you and open your email? You must grab their attention and keep it long enough for them to click-through. From our Follow-Up Success Tips article, ask the client if there is something you can put in the subject line, such as using the word important or marking an email as urgent. These special cues can help you reach the client.
The number of words in a subject line also matters, especially for mobile users. Subject lines with 6 to 10 words deliver the highest open rate [Retention Science], making 8 words ideal. So, create that catchy, noticeable email in 8 words.
Email on mobileAs of now, 61.9% of all emails are opened and read on mobile devices [Constant Contact]. That means your email needs to be programmed correctly for mobile; failure to optimize your email for mobile results in an 80% deletion rate [Constant Contact]. Emails that aren’t formatted correctly for mobile viewing often cut off information completely or appear very zoomed in. These kinds of emails frustrate the receiver often enough to cause them to delete the email without even fully viewing it. Have you checked if your email is optimized for mobile devices? It could be one of the reasons you’re getting a low response rate.
Time and day to sendThere is no exact time or day we can tell you to send your email that will get you one hundred percent results. The first thing we do suggest is asking the prospect when the best time to follow-up with them is. Getting their insights will prove more helpful than anything in getting a prospect to respond to your follow-up.
With the help of research though, we can give you a general idea of when most people open their emails. Research shows that the very best times to send emails is on Tuesdays [Get Response], with weekends having the lowest open rates among the days of the week and Mondays following in second.
For the time frame, it appears it’s best to send emails a little after people get to work, and when they are catching up on emails after lunch. It shows to be around 9-10 a.m. and 1-3 p.m.
So, when you do send a follow-up email, it’s best to do it on Tuesdays at 9:30 a.m. or 1:30 p.m.
Call to actionYou need to have a loud and clear call to action. Most times, in a follow-up, this will be for the prospect to follow back up with you, whether it’s via email or phone. Let the client know what you want them to do with the information you gave them. Always leave them more curious than before on a sales pitch. Give them the information they need to know to draw closer to a decision but always be able to add more value after they follow through with the call to action.
The subject line of your emails and the sender name and are the most important factors in getting emails opened and read. Be sure to check who the email is coming from. Making the from more personal increases the chances of getting noticed by a prospect. Open rates go up by as much as 35% by just using an email with your name in it [Pinpointe Markeing].
In 2019, the average open rate dropped to 22.1%. This average means that your company is doing well within its email follow-up and email campaigns if it has an open rate of around 22%.
The most important thing you can do in a follow-up is to continue to add more value every time you come in contact with the prospect. Email allows you to explain clearly and in more detail. It also allows for a more creative aspect. Adding in a creative aspect draws the reader in more. A creative follow-up email catches the attention of your prospects. Remember though this isn’t an email campaign so, don’t go overboard. You want a little flare but not too much to draw away from the information you are relaying and the call to action you want them to take in following up.