How many of you have had this happen to you? Raise your hand. Write a first email to a potential customer and have them not respond. Feel the need to contact him/her again to follow up and... thinking that we will be bothering you. Many times we don't contact again because we think it's not worth it, that we will lose him forever. And in fact, throwing in the towel at that very moment is really saying goodbye.
What should we do in these cases? Can and should we contact that person a second or third time? The answer is yes. There are ways to do it and they are effective. Some studies show that the expected yes from the client can be reached, even in the second, third and even fourth messages sent.
Sales can happen, or rather, they can be achieved after several attempts. Even after the no's, some yes's can come. So if you give up at the first try, you are most likely losing a valuable number of customers who, if you had insisted a little bit more (just a little bit) would have trusted you.
But how can I get back in touch? We have prepared a series of tips for you to apply every time you try to contact a customer. And also every time you bet on not giving up and sticking to your guns. Here we go!
Send a follow-up email: when?
It's a fairly common rule. If you want to send a follow-up email, the best thing to do is to do it within two or three days. However, with each new contact you make, you should wait a little longer.
So, for example, if you send a first email on day 1, the next one will have to be sent on day 3. The third one on the 7th and the next one on the 14th. From the fifth email onwards, it is advisable to wait a month. We would be talking about about six messages. This is the right thing to do before considering a change of strategy.
It will be interesting to write down the whole process and apply the same system for different clients. In this way, the conclusions you draw will be more consistent and you will be able to study whether you should apply this strategy or go thinking about another one.
How to write a follow-up email?
You know that the ideal is to have a good schedule of the entire process, so that each and every one of the steps are well measured. A fundamental question is the subject. The text we include in the subject will determine if the mail opens or ends up directly in the spam folder.
That's why we recommend you to work very well with this text. Otherwise, you run the risk of losing a great opportunity. In order to get a good subject, it will be very important to know the profile of the client you are trying to contact and, therefore, to have well studied their possible needs to cover.
And now let's move on to the body of the message, which in our opinion must be structured in the following parts:
- Putting it in context or refreshing the memory. This is a second or third follow-up e-mail, so it is essential to put our future client in context. It will not hurt to remind him that you already contacted him a few days ago and that you wanted to follow up.
- What can you offer him? It has been proven that follow-up emails are useful, but it has also been proven that empty messages, without added value, are completely useless. How about offering him a course? A gift ebook, a free seminar or even a physical object that might be attractive to him. In addition, we recommend that you do not underestimate the power of videos, which considerably increase the click rate.
- Don't beat around the bush. Detours are just that: detours. Messages with vague suggestions are a waste of time, and there's nothing that can make a busy person feel worse than wasting their golden minutes. Say what you want, why the service or product you're selling will be useful to him, and focus on him and his company.
- On the other hand, take care of the language. The way you convey information is key. You should avoid phrases like "I'm sorry to bother you, but...", "I hope it's not a problem...". The false and denaturalized annoyance will only contribute to take you further away. Try to be close, informal and natural.
- A clear call to action. You should include it at the end of the mail and make it clear and concise. If you want to call that person to a meeting, propose a date and time. You can make an appointment by phone and, later, make a video call. Make this one serve to say goodbye cordially and make him/her a firm proposal. If you suspect that the person you are trying to talk to is not the one who can help you, ask them directly in the mail if they can provide you with a reference contact.
As you see, your follow-up mail should be as clear and direct as possible, so that the recipient receives it as it should be and can make a decision about it. The subject must be thought through (and rethought) and the text must be clear, without detours, offering added value and addressing the specific needs and problems of the company. To conclude, it must also have a call to action that invites interaction and opens the door to a first contact.