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Marketing & Tech
Follow-up Emails: Things You Should Never Do
Sep 25, 2017 | Canadian Professional Sales Association lock

Sales professionals are told from day one to send follow-up emails; however, in today’s world, all professionals get a lot of correspondence. People have the opinion that it is too time-consuming to sift through so many emails each day when so many are marketing or sales emails that contain no real value. So how are sales professionals to break through the noise, gain the attention of prospects, and send successful follow-up emails? We’ve gathered a few mistakes to avoid so that your follow-up emails will drive results.

Mistake #1: Failing to send follow-up emails

Does it ever feel like you are shouting into the void with your follow-up emails? While it can feel like no one replies to or even reads your follow-ups, this is almost certainly not the case. Only a small portion of your prospects will reply to your first email, which means that failing to send follow-ups leaves many of your prospects untapped. In fact, you may be missing out on 33-60% of responses from qualified leads if you don’t send up to 8 emails.

Mistake #2: Sending replies to your last email

There are some reasons why this strategy is a mistake. The most obvious one is that you should never assume your prospect saw your last email. If your prospect did not see your last email, your reply to that email is not likely to make sense to them. Even if you use a tool that tracks email opens and you know that your prospect saw your last email, you should still avoid sending a reply. The reason for this is that your last email did not contain a subject line or content that was interesting enough for the prospect to reply, so there is no advantage to reminding them of your last email didn’t engage them enough to reply. Instead, send a new email with a different approach to get their attention.

Mistake #3: Including boring, fluffy content

A follow-up email to your prospects is not like a conversation with your great aunt at the annual family gathering – there is no need for pleasantries and conversational fluff. Your prospects are busy, and they won’t read a paragraph of chit-chat that contains no valuable information. Try to keep your follow-up emails short; try a maximum of five sentences, and cut out any statements that do not contain benefits-focused information.

Mistake #4: Leaving out a Call-to-Action

Your prospect may be interested in the information you have sent them; but if you do not include a call-to-action, they may not know what to do next. For instance, you may have sent your prospect a stat from a whitepaper, with the intention of getting them to download the whitepaper. Without a call-to-action that tells them where they can download the whitepaper, they are unlikely to seek it out on their own. To accurately gauge how well your follow-up emails are performing, be sure to tell your prospect what action to take next with a strong call to action.

By avoiding these mistakes, your follow-up emails will be significantly more valuable to your prospects, and drastically increase your chances of closing your sale.

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