Following up on emails to drive engagement

Have you ever sent an email to a prospect and not heard back? It’s frustrating, we know. You’ve put in all this time and energy to get your message across, and it seems like the only thing that happened was that you wasted a bunch of time.

That is why you have to not just send an email but also make sure to follow up afterwards, even if it takes a few touches.

Follow-ups are one of the most important parts of your prospecting strategy and one of the most important things you can do to seal the deal. But it’s also happened to be one of the most challenging tasks. If you don’t follow up after sending an email, especially if it’s a sales email, then your prospect will know that you aren’t interested in them — and they might take that as a sign that they shouldn’t be interested in you either.

But how do you remind the prospects about your email without annoying them? It can be hard to tell when to reach out again or what to say when you do.

Here are five tips for following up on emails to drive engagement and get a response from your prospect:

  1. Keep it short and simple. Your follow-up should be to the point, focusing on one or two key points about why you think this prospect would be interested in your product or service.
  2. Be specific and give context. Instead of saying “I want to talk to you more about this solution,” say something like, “I saw your recent post about [insert topic], which made me think that you might be interested in our [insert solution].”
  3. Don’t wait too long. You shouldn’t expect a response within 24 hours, yet the longer you wait to follow up, the less likely it is that they’ll remember who sent the first message. Regardless of the frequency, make sure to have a clear schedule in mind.
  4. Make it personal by showing empathy with the recipient’s problems or goals, even if they don’t explicitly mention them in their original email. For example: “I know how challenging it is to [a common problem] — that’s why we’ve create [pitch your solution].”
  5. If you ask for a call, make sure that it’s clear what it will be about (i.e., not just a vague “let’s chat”). You might ask straight away: “Are you free next Wednesday at 11am?”

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