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Email strategy: follow-up best practices to follow

Excellent results do not always come after the first interaction with a customer. According to Mailchimp, the average business email open rate varies from 14% to 23%, depending on the industry. Regular communication is vital for building strong business relationships. It is not enough to engage a lead. You have to maintain contacts and encourage conversion. One of the ways to do it is by email follow up. And in this article, I will observe email follow-up best practices.

Why is follow-up so important?

A proper follow-up helps in closing a deal. The number of deals closed is important for revenue growth due to the increasing sales volume and size of deals. And it should be the number one priority component in any marketing strategy. If a sales manager follows up a lead once or twice and gives up, it will not bring any profit to the sales boost. The most successful sales managers are those who are moderately persistent in establishing contacts.

Well-timed follow-ups help to convert leads into customers. For example, by sending articles, blog posts, case studies, benchmark reports to potential customers, you can keep them aware of things they are interested in. This consistent way makes your prospects feel appreciated and important, and this is the key to build success in a long and lasting strong relationship.

How to follow up: Best practices

Sales managers know that a good follow-up is a key to closing a deal. To make it as efficient as possible, you should apply the right eye-catching messaging. Moreover, it is better to find a perfect time, else an email might get lost in a dozen or a hundred other emails. Below, I have gathered tips that can help close a good deal.

Demonstrate value

Prick the pain of your potential customer and provide value, demonstrate the worth of what you suggest. Preferably, the worth should be provided for each interaction.

Giving something valuable as a gift like a webinar, a useful case study, or any other digital resource is a nice way to start a natural interaction with a potential customer. Make sure everything you send is relevant to the companies you are reaching out to. If the content does not in line with a company’s interests, it is unlikely that anyone will respond or even check.

When to follow up?

There are many studies that tell us what is the best day to follow up and it is from three to five days on average after your first email. Not giving enough time for a person to respond will be a mistake.

Multiple studies report that any weekday is good for mailing but Tuesday and Thursday stand out from them. For example, a Hubspot report stands for Tuesdays and confirms that sending emails on weekends is not productive and people should avoid this strategy.

Talking about the time of the day when emails are opened, it is most likely between 10 AM and 11 AM in the time zone of a recipient and the worst time is 12 PM.

Use email Templates

If you are struggling with words or have no idea what to start with when you try to write an email, check out the templates that are already made for you. Many of them have already proved their efficiency. And there are actually templates for multiple cases:

  • After a meeting
  • After an event
  • After leaving a voicemail
  • After a trade show or a conference
  • After the first discussion
  • After a follow up email
  • After several follow up emails

Using templates will make you sound professional, helpful, and confident in what you are saying. You only need to decide on your case, choose an appropriate template, and send emails to potential clients. Mind the day and time that we mentioned earlier.

Follow the tips

When you decide on the content, templates you send, here are some things to double-check before you send emails. Remember the better quality you have, the greater the chance to close a deal. Make sure you follow all or at least most of them.

  • Engaging subject lines
  • Eye-catching visuals
  • Be positive and persistent
  • Add call to action buttons or links
  • Send emails on best days and times for your potential customer
  • Keep emails short and brief
  • Make emails as much personalized as it is possible
  • Focus on the needs of your customers during your campaigns, not your products or services
  • Double-check everything before sending it
  • Include signature

Expert follow up strategy

Alex Berman, a founder of the Experiment27 company that has generated over $10 million in B2B sales, shared four emails follow up strategy that he applies at his work and that helps people to engage clients and close deals. Let’s dive into the strategy that Alex Berman uploaded  on YouTube.

Step1: Cold email

There is not much information or research about cold emailing, and the task gets even more complicated because of two factors. Number one is that you do not have any relationships with the people that are going to receive emails, and number two is that you lack is that you have a lack of non-verbal communication.

But here are some tips on how to write a cold email:

  1. Include your real name
  2. Leave your contacts like a website, social media profiles, a phone number, don’t forget to mention your job title
  3. Make sure you customized content for the recipient
  4. Create a conversation starter, not a request to take quick action.

And if you want you can use templates for cold emails. But you need to consider that not everyone may like it. The success of such emails can be judged by their open rate.

Step2: A quick bump

This email is sent three days after the first one. It is done via a reply to the previous message because it brings the first message up as well. It should not contain any information or call to action, just a reminder that you tried to contact the person.

This email is sent as a reply to make the person read the first email eventually. The first email can be lost in many other emails that the prospect receives if it was sent at the wrong time. Sometimes people forget to reply and reading the first email makes them remember you.

Step3: Two ideas email

To successfully implement this step remember that Two ideas email should be based on your expertise that can help potential clients solve their issues. Choosing this variant of an email, you should be creative and offer a prospect something that no one has before.

With a big win announcement transfers your experience into a win for a person. Most often it is sent as a case study highlighting the main problem, the solution, and the result a business achieved by approaching that solution. No matter how long ago you had this experience, make it sound like it’s a recent one. Another important thing is that the information should be relevant to a business you are trying to contact. 

Step4: A move on email

Make this email polite and leave an option to contact you when it is needed for a customer. It is simple, short and to the point in the content. Showing that you are not going to flood anyone’s inboxes with your emails, can make a good impression. Knowing that it’s the last chance to contact you or it will be lost, makes a call to action that may work.

Conclusion: Adjust and learn

Now you know the tips on how to follow up, when is the best time for it and an example of a working strategy. You have everything to make your first follow up and know what to do. All the tips will help you to engage qualified leads faster and will boost your business by increasing sales. Don’t forget to check the open rates of emails you send to analyze the strengths and weaknesses of what you send.


Victoria Daneeva

Victoria Daneeva

Victoria is excited for the whole IT world. Especially for solutions that make our life easier. In her free time she enjoys traveling or playing computer games with her friends.

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