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  • Clare Tweed

Effective B2B Email Follow Ups For The UK – 12 Workable Tips

For many front-line sellers, a strong, persuasive, and engaging email follow up increases the quality and quantity of engagement with clients and the likelihood of making a sale. But what makes a good follow up email and how should the follow up email you use change according to the relationship you’ve had so far with a prospect?

Virtually everyone who has ever been in sales has experienced the “one and done” – that’s when you pick up the phone looking for a new customer and you find someone that morning who has just been talking about it. After a short conversation, details are exchanged and payment is made.

For every other type of sales interaction (i.e. 99% of them), email follow ups draw prospects back in and, while they don’t all buy from you, you’ll find that a lot more actually do. In fact, across a company, the use of email follow ups has a surprisingly high and positive impact on cost per sale and profit per sale.


Only one in 50 sales are agreed at the first point of contact – either a face-to-face meeting, a phone call or an email marketing campaign. Only 8% of salespeople still chase the deal after they’ve received 4 “no’s” from the customer.



Why? 63% of companies requesting information about your product or service will take three or months to make a purchase. One in five will take more than 12 months. As we cover in this article, business purchasing takes far longer than B2C purchasing and there are multiple factors you have to mitigate against in the client’s “buying cycle” to win the order.


In this extended guide to effective B2B email follow ups, we cover:

• what you should ask a prospect for when you first make contact with each other,

• why it’s important to consider the buying cycle when composing email marketing follow-ups ,

• what writing style you should use in your email follow ups,

• words and phrases we’d strongly advise you to avoid in email follow-ups,

• our top 11 tips for writing your email follow ups and what should go in them,

• three other ways to follow up a positive contact, and

• more about More Than Words’ follow up services.


What to ask your prospect on first contact


You should get as much information from your prospects as early as possible – especially if your initial contact was face-to-face or over the phone. If it’s face-to-face, give them your business card and any relevant materials you have about a product or service you offered after you’ve fact-found.

There are two types of information you should ask for from your prospect:

• their contact details

• their business, its purchasing procedures, and their part in the decision-making structure

Your prospect’s contact details

• their name

• their job title

• the department they work in

• their direct email address

• their telephone number (mobile number is best) and if possible, agree a date and a time you can contact them on

• the name of the company they work for

• the address of the company they work for

The business your prospects owns or works for

• what your prospect’s purchasing role in the company is

• do they make the final decision or not?

• what exactly do they want from their next purchase? is it there to solve any particular issues?

• is this their first purchase of your product or service or are they looking to replace what they currently have?

• if this is not their first purchase, who is their supplier and, ideally, what did they buy from that supplier (i.e. model number, make, name, etc)

• is the next purchase being opened up to competitors like your company?

• what their budget is

• when are they considering their next purchase?


Before you write your email follow up, remember the buying cycle


The natural lifecycle of your product or service

Not everyone who you write one or more email follow ups to will be in the market at the time you first interact with them. You should use your knowledge of the life cycle of your own product or service and the information you picked up from first contact to determine the urgency in the writing of your follow up emails.

For purchases that might be immediate, you should leave as little delay as possible in getting in touch with your prospect. For purchases that might be more distant in the future, you should use these opportunities to connect as opportunities to inform the prospect about your products, services, and company.

Whatever the situation, it’s important that you build upon the positive impression that you’ve already created. “If it gets old, it gets cold” – why should a prospect think that you’re the right fit for their business if it takes you a week or two to follow up on first contact?

The amount of trust built up in your brand

Giving prospects peace of mind and trust in your B2B brand, your products, and your services is particularly important when selling to businesses, schools, and the public sector.

Uppermost in many purchaser’s mind is that:

• they are spending company money,

• company money is a finite resource, and

• the wrong purchase may actually reduce company profitability and efficiency, in worst cases even company viability.

As a rule, the more high ticket the product or the service and the more important that product or service is in delivering profitability and efficiency, more time and care will be taken over the purchase and more people will be involved in the final decision.

If a bad decision is made, jobs may be lost – including the job or jobs of the decision-makers and influencers involved if the purchase has catastrophic consequences on the running of the business.

Decision-makers and influencers may not necessarily be worried about their position as such but they might worry that the wrong purchase will

• stop them from being promoted,

• postpone a pay rise they were relying on, and

• fundamentally dent the confidence of the manager to an extent that they’re never trusted with a big purchase again.

Business owners do not want to make the wrong purchase in front of their staff – especially if that purchase undermines employees’ trust and makes their jobs harder.

There are so many different interests to consider when selling to a company so, now that you have the opportunity of presenting your product, service, and company through your new contact, you should take every opportunity to show that you can do the work that they want and that your work will deliver the results they want.

If a decision is imminent, present as many case studies, product/service spec sheets, and product/service guides as possible which are relevant to their needs. You only have a short time to build up your credibility and your competitors may have had a head start on you. You need to get in front of the decision makers and influencers as soon as possible.

If a decision is a little way off in the future, now is the time to start a longer conversation on what the prospect wants your product or service to deliver. Although you should aim to arrange a meeting as soon as possible, take the time you have to build a relationship with your prospect and really get to understand the business and its medium- and long-term goals.

How are decisions made in the company?

The person you’ve connected with may be the sole decision maker in the business (they may be a shareholding director, for example). Other times, the person you have connected with may be one of a team spanning different departments whose job it is to arrange information to be presented to the board.

Try to understand the decision-making structure and timetable as soon as possible and in as much depth as possible. The reason for this is that, when you do go to present a meeting, you want as many of the decision-makers and influencers to be there as possible. Understand the role that each person has in procurement so that you can prepare individual content marketing and sales material for them and the input they bring to the process.

Otherwise you are relying on the people who are actually present at your meeting acting as unpaid salespeople for your proposal.

While a sale can still be made under those circumstances, you have to do a real selling, convincing, and persuading job on the people you do meet so that, when they describe your product or service, they are doing it with belief, knowledge, and passion that the rest of the decision-making committee respects and buys into.


What writing style should you use in your follow up emails?

You should adopt a professional, friendly, and reasonably formal approach to the follow up emails you send. In our opinion, you should certainly refrain from using the words and phrases we have listed below.

If a word feels like it could belong in a salesy B2C email or you read a sentence back and you’re not sure of what value a particular word is actually adding, replace it or delete it. Every out-of-place word reduces your credibility and every superfluous word wastes a second of your prospect’s time.

If your prospect has a fondness for particular words and phrases, reflect them back by using them yourself. If there was a particularly memorable part of your initial interaction, make reference to it in your follow-up email.

You should try to avoid “mate-y” type language as much as you can even if there is a personal spark between you and the prospect. If there was genuine personal rapport, you should consider being a bit more free with your wording but not too much.


We love America but Britons can be intolerant of Americanisms


We love America and Americans at More Than Words however, as with all Britons, certain Yank expressions rankle slightly when we see them in emails – especially linguistic Americanisms.

Most of the advice online about follow up emails are articles written by American companies selling to other American companies. While the sales staff here at More Than Words have taken inspiration from them, most of the time they get the in-house copywriters to word their follow ups for them to make them British.

The advice we give in this article has worked really well for us. We’ve had to generalise some of the advice to make our suggestions followable and actionable for readers – if you want any help on this, please do get in touch with us on 0330 010 8300 or at clare@morethanwordsuk.co.uk.

As a UK-based company whose sole job is to help companies market to UK companies and consumers, we thought it might be handy to share our thoughts before we get onto the meat of the article so that you can make your own mind up. What we’re including here is a reflection of our own personal opinions and you might not share them.

We would respectfully advice you not to use the following phrases or forms in your email follow-ups:

• “(just) checking in” is a timid way to open a message. Sales and marketing are nothing to be ashamed of and nothing to apologise for

• “solutions” meaning anything you can’t find a more precise word for

• “reach out” meaning to contact or to get in touch with

• “circle back” meaning to contact or to get in touch with again

• “touch base” means to catch up on the latest developments through contact via the phone or email

• “hop on a call” meaning to give someone a call

• “shoot me a call/email” meaning call me or email me

• “unique” meaning to be the only thing of its kind (unless what you’re proposing is genuinely unique). “Most unique” should be similarly shunned.

• “revert” meaning to get back to – stolen from Indian Standard English

• “throwing messages in the wind” meaning to send messages but not to receive a response

• “to the next level (of beyond)” is overpromising with the near certainty of underdelivering

• “synergies” is the creation of something which is worth more combined than the individual parts that make it up

• “holistic” mean complete or all-encompassing

• “super” meaning very – for example “super excited”. Please! This is Valley Girl speak.

• “paradigm shift” meaning fundamental or significant change

• “unpack” meaning to examine something in depth. Sounds cheesy.

• “join forces” means that I’m going to try to sell you something but dress it up as a traditional partnership

• “big” meaning very – for example, “big results”. Something like “significant” would work better here.

• “bleeding edge” instead of “very latest” – Brits do understatement better than they do hyperbole

• “offline” meaning in real life

• “scalable” meaning “can be grown very quickly”. That might be fine if you’re targeting fintechs but the vast majority of business owners do not want to become the next unicorn. Instead, they just want to make a bit more money and make running their business a bit easier. We would recommend pitching at that level unless they have told you they want to be the next unicorn.

• “ideate” or “ideation” meaning to come up with an idea or an idea – Brits really don’t do verbification (much) or the creation of nouns from a verbification

• “on the same page” meaning that you and other people agree on an idea

• “think outside the box” meaning “look for unconventional solutions”. Most of the time, this phrase is used as a smokescreen for “described, marketed, and sold unconventionally” rather than “solved with originality.”

• “leverage” lost its meaning long ago, if it had any real meaning outside finance in the first place

• “awesome” is a lovely word but it’s not really British and it’s more Sesame Street than business-speak

• “bring to the table” meaning to suggest a course of action or a solution

• “drill down” meaning to examine in closer detail

• “epic” – perhaps suitable if you’re pitching 12 year olds

• “guru” – if you use that to describe yourself, you don’t deserve to be in business. Likewise “ninja”, “thought leader”, “bomb”, “ticking bomb”, and “rock star”.

• “secret sauce” meaning a competitive edge. Secret sauce dresses that competitive edge up in a sensual, pseudo-scientific, pseudo-psychological strait jacket and strangles the meaning out of it.

We have no doubt that this list will be added to from time to time – we’ll stick a little “new” sign next to it for those of you who decide to monitor this page for changes to see what we do add 😊

While we’re on the subject, we’d avoid using these more British words too – “troublesome”, “huge”, “incredible”, “handy”, “multitude”, “shocking”, “skyrocketed” and its equivalents, “reachable”, “ultimate”, and more.


12 ways to use email follow ups for sales


There is no standard email follow up sequence or email follow up template you should use. That’s because every company has a different brand voice, their own set of products and services, and their own target audience.

In addition, a good follow up email should reflect the circumstances under which you or your sales staff first met the prospect or suspect.

Structures don’t always lend themselves well to the creation of a business relationship so try in all circumstances to avoid use a follow up email marketing campaign template. We would encourage you to think of the following as inspiration onto which you’ll plant your personality so your prospect will see in your writing the person who impressed them in the first place.

General rules of thumb

Always be closing

Most B2B transactions only take place once a personal and speaking relationship has developed between the key people at your company and the key people at your prospect’s company.

From your initial contact through to your email follow-ups, you should always be trying to arrange phone conversations so that you and your company become important and influential contributors to the process.

Short and sweet

Ideally, your prospect should be able to read, understand, and react to your message to them within 15 seconds.

If you want to send them electronic brochures or marketing material, do so and then precis the main points of interest in your brochure or marketing material in your email follow up. Try to distil the important messages from any attached material into no more than 5 bullet points.

Friendly but formal

You should always address your recipient by their first name, ideally prepended with “Hi” instead of “Dear” (the use of “dear” as a salutation really belongs in postal letters). The tone and language through the piece should be professional, courteous, and brief.

When signing off, sign off with “Regards” or “Kind regards” followed by your name rather than “Yours”, “Yours sincerely”, or “Yours faithfully”. We have also had a lot of success in using “Thanks in advance” as the sign-off.

1. Follow up email for LinkedIn connections

Of all the types of contact methods to write a follow up email for, the distance between you and the prospect is the greatest with a standard introductory LinkedIn message.

If someone send you a connection request on LinkedIn or, better still, sends you an introductory message, you should do due diligence on the person who wants to connect with you. Please bear in mind that, if they have sent you an introductory message, it may be a LinkedIn template, it may be a sales pitch, or it may just something they’ve copied and pasted that they send to everyone.

From their LinkedIn profile, find out as much about their company and the position they hold within their company. Visit the company’s website, read online reviews of their products and services, and carry out a short investigation into the marketplace they operate in. You should expect to spend about 15-20 minutes researching for each contact but this research time is certainly worth your while.

If, after that, you feel that you and your company has something of value to offer them, compose a short message along the lines of…

“Hi (name)

Thanks for connecting with me.

I read your profile with interest and had a chance to look around your company website. (At this point, include something that you’ve discovered that portrays the prospect and/or their company in a good light).

I was wondering what you thought about (something your company can help them with)? I’m connected to a lot of people in your sector and I’d be interested to know your thoughts.

Better still, can I speak with you about it on (day) at (time)?

Regards

Mark”

In the first part of the message, you’re displaying a knowledge about them and their company. In the second part of the message, you’re displaying a knowledge about the sector they operate in and the challenges that they face.

You’re also asking for a time to speak with them. If you don’t get a response, please go to option 10 in this article for suggestions on how to proceed.

2. Email follow up after a trade show

You should always send an email follow up after a conference to every prospect you met as soon as possible. They will likely have met dozens of potential suppliers during their time at the trade show or exhibition and it’s best to leave them a digital reminder of who you are and how you can help them in their inbox when they get back to their office.

Always carry a pen and a notepad around with you when interacting with delegates and attendees so that you can make notes on particular prospects which you can then use in your follow up email to them.

In any email follow up after an event, you should send a picture of yourself and your stand taking care to include any gimmick or memorable fixture within your stand (at their previous companies, our directors used a branded Pick and Mix sweet stand to draw in delegates and attendees at Marketing Week Live 2011, anyone). A visual representation of you, your colleagues, and your company will help to jog prospects’ memories.

Your subject line should refer to the trade show you exhibited at, your name, and your company name. If your name is already used in the “From” field on outgoing emails, you can, of course, leave it out of the subject line.

“Hi (name),

The team and I really enjoyed meeting you (and any colleagues they were with) at the (trade show name) at (location of venue) on (date).

I know you were pressed for time but I found what you said about the following really interesting…

(point 1)

(point 2)

(point 3)

At (company name), we understand the points that you made and this is an area we’ve also assisted (name drop other companies here) in.

Are you free on (date) at (time) to speak about it? If not, is there a better time or day for you?

I’d like to find out a little bit more about where you are and then I’ll come back to you with some ideas.

Again, good to meet you and please call or email me if you have any questions.

Thanks in advance,

Mark”

If you receive no answer, please proceed to point 10.

3. Email follow up after a networking event

Trade shows and exhibitions are noisy and there are many distractions competing for attendees’ attention. Networking events (especially business breakfasts and events held in more corporate-type venues) are much calmer so the type of conversation you have with a prospect will likely be less time-pressured and more in-depth.

A pen and a notepad would also be useful at a networking event however writing information down when you’re speaking to a potential client won’t feel as natural. At the end of a conversation, you should try to recall as much as possible and commit it to paper so that you can bring up the most important points of your discussion.

In your subject line, refer to the networking event you met at, your name (unless it is displayed in the “From” field on your outgoing emails), and your company name.

“Hi (name)

It was good to meet you at (networking event name) at (location) on (date). Thanks for giving me your business card.

I enjoyed our discussion and, forgive my forwardness, I’d like to speak to you for 10 minutes about (a description of the issues, challenges, opportunities your prospect raised with you).

What you’re trying to do is definitely worthwhile but it can be difficult to implement. I have helped (name drop other companies) with similar projects and each project required their own workaround.

Are you free on (date) at (time) to speak about it? If not, is there a better time or day for you?

Again, good to meet you and please call or email me if you have any questions.

Thanks in advance,

Mark”

If you receive no answer, please proceed to point 10.

4. Email follow up to voicemail (“sorry I missed you” email follow up)

Many people prefer to follow up with a phone call after the initial contact rather than an email. This is completely rational strategy given that most business procurement is done following a number of conversations and the establishment of personal rapport.

In our experience, it’s always better to leave a voicemail than not to leave one even in the knowledge that a significant number of us no longer like voicemail and refuse to use it.

Your subject line should be something simple like “Missed Call at (time) on (date)”.

“Hi (name),

Hope you’re – I’ve just left a voicemail for you on your system.

I was ringing you to follow up on what we discussed (over the phone/when we met at (trade show name or networking show name)).

I realise you’re very busy. I’m going to send you more information on the idea I have and then I’ll try to ring you again later.

Alternatively, you can contact me on my email or mobile if you like with any questions or thoughts.

If there’s anything I can help you with, please let me know.

Thanks in advance,

Mark”

You should then follow up this email with a slightly longer email on your proposition within an hour or two. You should then attempt a follow-up call within 48 hours if you have not heard back from the prospect.

If you receive no answer after that, please proceed to point 10.

5. Email follow up after phone call

The email follow up to a phone call should be sent within an hour of the conversation ending. When you have the prospect on the phone, you should attempt to extract as much information as possible to help you later on in the sales process and in your follow up email.

Your subject line should be a very short summary on what you’ve agreed to do for the client during the phone call – for example “Helpful links and requested documents”. Just because you’ve spoken with them (potentially in depth) on the phone doesn’t mean that they will definitely open your email – you should use your subject line to provide them with the necessary motivation required.

If yours is the type of product or service which may require a meeting with the prospect and his/her colleagues, you may wish to use this opportunity to ask for one.

As for the email, try something similar to the following populating the content with the relevant points of your discussion.

“Hi (name),

Thanks for taking my call just before.

When we spoke, you requested further information on (x) and you were after the most useful links available on the internet. Please click on the below:

link 1

link 2

link 3

You were after more information on (a particular aspect of your product or service) that you want to share with (list prospect’s colleague). Please find attached. If, for any reason, it doesn’t open, send me a quick email and I’ll forward the docs to you again.

When we spoke, you mentioned that the decision on whether you go ahead is (however long away). I understand that we’re probably in competition for the order and, of course, I’d like to be the person who wins the business.

Is there any other information I can send you that will help you make the right decision for your company? If not, no problem.

Alternatively, I’d be very happy to come to your premises for a meeting with you and your colleagues when I can answer any questions or address any concerns you have. If that sounds good, please let me know who will be at the meeting and, if necessary, I can invite some of my colleagues if I think they will also be useful for you and your colleagues to speak with.

If it’s OK with you, I’ll call you again on (date) and (time) to catch up on where we are.

Thanks in advance,

Mark”

6. Email follow up to confirm an appointment or a meeting

You should always send appointment confirmation follow up emails as soon as possible containing as many details of the meeting as possible. In sales, it’s the person who is asking the questions who is steering the conversation so you’re more in control of the process if you set out an agenda to which your prospect agrees.

Your subject line should state “Meeting: (prospect name) & (your name), (location), (date), (time)”.

“Hi name,

Thanks for taking my call just before.

I am pleased to confirm our meeting on (description of why the meeting is taking place).

As it stands, you will be joined at the meeting by (list of names and job titles).

I will be representing (company name) at the meeting. (IF APPLICABLE – I will also be joined by (list of names and job titles)).

Roughly, the agenda of the meeting is:

point 1

point 2

point 3

I suggest we let each other know if we intend to invite more people or if a colleague can’t attend. It might be a good idea as well to let each other know if we want to add further items to the meeting’s agenda.

If, for any reason, you need to postpone or move the meeting, please let me know as soon as possible.

I am looking forward to meeting you and your colleagues and I appreciate the invitation.

Regards

Mark”

7. Email follow up after an initial meeting

You now have the strongest and clearest idea in your mind about what your client wants and the specific reasons they want it after your meeting.

If this is likely to be the first meeting of many, you should email:

• a description of where you are in the process,

• a broad outline of your proposal with a suggestion for further engagement with the client, and

• a re-cap of the next steps agreed at the meeting.

“Hi (name)

Thanks for making me and the team feel welcome at your premises for our meeting on (date).

As I understand it, this is where your company currently is in the process:

point 1

point 2

point 3

You need more information on the following:

point 1

point 2

point 3

I am speaking with my colleagues here to prepare this information for you. If you think of anything else in the meantime, please let me know.

When we were at the meeting, we agreed on the following next steps (with timescales in brackets)

task 1 (delivery date)

task 2 (delivery date)

task 3 (delivery date)

All being well, we’ve scheduled a provisional follow-up meeting at your premises for (date) at (time).

Thanks again and I look forward to hearing back from you.

Regards

Mark”

8. Email follow up after a final meeting

If the meeting you attended was the final meeting prior to a decision being made or this was your first meeting and the client is keen to make a decision quickly, you should email a quote as soon as possible.

You should not make the client wait for a full quote. Of course, you should take care to make sure that the quote is accurate, that it will be profitable for your company, and that there are no spelling mistakes.

Please ignore advice that you might see elsewhere that you should leave it 3-5 days before sending a quote – this is really bad advice. You should attempt to secure first mover advantage because, in many cases, it’s the company which responds quickest which gets the business as clients lose patience with your competitors dragging their feet.

Your email subject line should be “Full quotation and specs: (client name)”

“Hi (name)

Hope you’re well and thanks for your previous call/email. (delete as applicable)

I have pleasure in attaching the full quote for the (product/service) we would like to provide you with.

In summary, our quote is:

• (name of product/service)

• (list of top 5 modifications required by the customer)

• Please see the attached document for a full description

We propose to charge (x) for the provision of this service. (Then describe how much you want to be paid and when if you’re splitting payment)

(A paragraph on company history)

I would appreciate it if you could confirm receipt of the quote. If you could also inform me of when a decision might be expected, I would be very grateful.

I look forward to answering any questions or comments you may have and I appreciate the opportunity you have given us to quote for your business.

Regards

Mark”

9. Follow up email asking for update (first chase)

If you haven’t heard from your prospect and…

• it’s been a few days since you sent your last message and

• this is the first time they’ve not got back to you reasonably quickly

…it’s time to send an email follow up reminder. Your message does not have to be elaborate and your subject line should remind the recipient of the product or service you’re trying to sell them.

“Hi (name),

Hope you’re well and it’s been a good week so far.

Last time we were in touch, I asked you (whatever it was you asked them).

I haven’t heard back from you yet although I do appreciate that you’re very busy.

Are you available to speak or can you respond to my question?

Any help I can be, please let me know.

Thanks in advance,

Mark”

10. Sales email follow up sequence (4 email sequence) after no response

A sales email follow up after no response is one of the hardest to craft because you’re never entirely sure of the reason for the lack of response.

Although you might have connected well when you first met, spoke over the phone, and in subsequent exchanges, there’s no guarantee that the prospect is going to share your timetable or assign getting the deal done the same priority that you have.

You should expect many of your initial follow up emails to prospects to be unanswered. The key is persistence and, from the anecdotal experience of the More Than Words sales team, you should do at least five follow up emails spaced around a week apart to a prospect who is not responding.

There may be multiple reasons why they are not getting back in touch and a failure to stay in contact with them may mean that they completely forget about you and what you’re selling.

For the four contacts after the initial email follow up was not responded to, we’d recommend the following:

Email 2

“Hi (name),

Hope you’re well.

I’m chasing up an answer to the email I sent you last week on (subject).

You may recall that the question(s) I had were (question – or if a list of questions, bullet point them below).

Can you please respond when you get a moment? Alternatively, please call me on (telephone number) if you’d prefer to have a conversation about it.

Thanks in advance,

Mark”.

Email 3

“Hi (name),

Hope you’ve had a good week so far.

I was wondering if you could respond to me on the questions I asked you a couple of weeks ago.

They were (question – or if a list of questions, bullet point them below).

I don’t know if you recall but (make a point about a benefit of your product or service which would help the customer make money, save money, or run their business more easily).

Any chance you could spare a few minutes to send me your answers? Alternatively, I am available on (telephone number) if you’d prefer to have a conversation about it.

Thanks in advance,

Mark”.

Email 4

“Hi (name),

Hope you’re well and it’s been a good week so far.

I appreciate you’ll have your head buried dealing with a number of different things at once but I just wanted to take this opportunity to remind you of the reasons why I believe our product/service will deliver real value to your company.

• list 1

• list 2

• list 3

• list 4

• list 5

Can we re-establish contact or have priorities in the business changed meaning that you don’t need this right now? If that’s the case, would you kindly let me know when you’ll be considering going ahead and I can get in touch with you closer to the time.

Please feel free to email me any questions you have or give me a call.

Regards

Mark”

Email 5a

“Hi (name),

I’ve sent you an email once a week for the last four weeks and not received a response.

I’ve been chasing up an answer to the email I sent you six weeks on (subject).

You may recall that the question(s) I had were (question – or if a list of questions, bullet point them below).

If you don’t respond to this email, I’ll interpret that as that you’ve lost interest. I’ll be in touch in the future and I thank you for the time you have spent with me thus far.

Regards

Mark”

Email 5b

If you’re feeling daring, you could try the following approach. This one nearly always gets a response and it might surprise you to hear that the response is mainly positive.

Please note that you use this at your own risk having been warned by us that this may backfire.

“Hi (name),

I’ve sent you an email once a week for the last four weeks and not received a response.

It is the height of a lack of manners not to provide me with the courtesy of a reply over such an extended period. My time is just as precious as yours.

Unless I have inadvertently upset you in our earlier exchanges, not getting back in touch even to tell me to p*ss off and leave you alone is the height of a major failure in professional courtesy and respect.

Would you please put my mind at rest and tell me that you haven’t seen any of my previous emails and that, for some reason, they must have gone into your junk folder?

Thanks in advance

Mark”.

11. 6 month follow up email (suitable for lapsed account email follow ups)

After six months of silence from the other side after the end of your email sequence, is it worth composing a one-off 6 month follow up email? Yes – definitely and this is a tactic which works very well from the More Than Words team (assuming you didn’t get a bad response by using email 5b).

In your subject line, remind them of the product/service that you previously were communicating about.

“Hi (name),

Hope you’re well and it’s been a productive few months.

You may recall that, back in (month), we started speaking about our (product/service) and whether it was suitable for your company.

I have attached information about our product/service to remind you of some of the relevant benefits your company would enjoy if you purchased it.

Are you available to speak tomorrow at (time)? If not, what time (or day) would be better for you?

Thanks in advance,

Mark”

12. Follow up email after a trigger event

Certain email servers allow you to see every time a customer opens an email. If you have not heard from a prospect for a little while and you suddenly receive notification that they have revisited one of your previous emails, this gives you an opportunity to re-establish contact almost certain in the knowledge that they have moved closer to the point of purchase.

If they are viewing your email again before the time they’ve indicated that they’d like you to get in contact with them again, you might want to email them again to ask if they need further help.

“Hi (name)

Hope you’re well.

As you recall, the last time we were in contact was in (month). I realise that we agreed to speak again in (month) but I just wanted to send you an email to find out if there’s any further information I can provide you with.

Have any of your business’s needs changed? Do you think you might want to look at a slightly different spec on our product/service?

If you’re free to speak, when would be a good time? Alternatively, please email me with any questions and feedback.

If I get no response, I know that you’re very busy and I’ll be back in touch with you as agreed in (month).

Thanks in advance,

Mark.”


Other ways to follow up your lead


Direct mail follow up

In addition to your email follow up, you may wish to consider sending a direct mail follow up containing any printed brochures or marketing materials you have about your products and service. If you have brochures or marketing materials for the product or service that your prospect was expressly interest in, even better.

For some prospects, brochures and printed marketing materials are easy to use and understand than navigating around your website for the same information or downloading a PDF and flicking through the pages on a screen.

The amount of printed material used by many companies has fallen greatly since the widespread business adoption of the internet. This means that, if you are one of a number of competitors for the work, you might be the only company which has printed materials and which has gone to the effort of sending them across for your prospect’s consideration and their records.

Always make sure that, with your printed materials, you send a personal letter to your prospect in the same style as the email follow up styles suggested above making reference to the way you first got in contact.

Telemarketing follow up

If you have agreed a date and a time for a follow up call with your prospect, make sure that you call them at exactly the time agreed. Many people, when assessing a potential supplier’s credibility, assign particular weight to their ability to follow through with actions on the date and time agreed.

A phone call is a chance to continue the fact-finding process and to build upon any personal rapport so far developed between you and your prospective customer.

As with any part of the sales process, it’s important that your call has a purpose and that you do everything you can during that call to get the client to do what you want.

You might choose one or more of the following goals for your call:

• to book a meeting making sure as many of the decision makers and influencers are there as possible asking for a potential list of questions that might be asked at the meeting,

• if a meeting is not possible, booking a conference call instead,

• arrange a video meeting so that you can demonstrate what you offer in real time to the decision makers,

• to ask that your company is considered during the procurement process and to ask to receive the same updates on progress and your competitors,

• following your conversation, asking to arrange another call at a future date to catch up with progress and to answer any questions the prospect has,

• to take the names of the other decision makers and influencers in the process so that you can address their personal areas of responsibility directly (while copying your prospect in on the conversations), and

• if you have sent out material in the post, ask your prospect if there is any further information that you can send out which would be of help to them.

Social media and email newsletter follow up

For decisions which are a particularly long way away, you should try to connect with your prospect on social media (especially LinkedIn) as well as the people they work with. That way, you can remain visible in their timelines as the time to make a decision on a purchase grows closer. With all of the content you post on LinkedIn, you can further demonstrate what your company does and how it helps its customers’ businesses with similar problems to the problems your prospect may be facing.

If you don’t have an email newsletter service to customers and prospects, you should develop one to keep in regular touch. More often than not, the reason a competitor wins business and you don’t is because, once a month, they have been sending personal messages into decision makers and influencers. Each of those messages, mostly informational in nature, informs recipients of not only the products and services they offer but of wider trends in the industry whose adoption may benefit their business.


Find out more about using a follow up email after a marketing campaign


More Than Words is a content marketing distributor specialising in driving new enquiries and sales for our clients. We not only specialise in lead generation but on providing our clients with contents which help at all points of the buying cycle including follow-up campaigns to strengthen new and historic enquiries.

We offer an email follow up copywriting service to clients. Our in-house copywriters get to know you and your company when we first start working together with a view of writing the follow ups on your behalf.

We will prepare a series of follow up emails to reflect the ways in which your company finds new clients – B2B email campaigns, telemarketing, social media, trade shows and exhibitions, and more.

Before you engage us to do the work for you, we can send you marketing follow up email examples to review:

  • so that you better understand our approach and

  • so that you can determine whether our copywriters will compose follow up emails in a linguistic style that suits your company branding.

We can also provide copy writing for email marketing campaigns and for ongoing email newsletters. Get in touch with our copy writing team by calling us on 0330 010 8300 or by emailing clare@morethanwordsuk.co.uk.

Ask us for samples on:

· business marketing follow up email sample,

· sample follow up email for marketing,

· follow up email after marketing event, and

· telemarketing follow up emails.

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