Hello, Danica from sales team here!
Today I would like to share some thoughts on the importance of sending follow-up emails when doing prospecting for a company.
People working in sales are aware that after sending the first email to a certain number of prospects, the chances of getting replies to each of those emails are really small.
Since we are in the era of social media where people are flooded with notifications, the most likely scenario is that your potential customer has missed your email, or opened it and forgot to reply, or maybe they weren’t really convinced.
These are just some of the reasons you shouldn’t let your prospects “forget” about you.
One of the ways you could really improve your reply rate and make your prospect get interested is by sending follow-ups.
That means that after a first cold email you’ve sent, if you didn’t get a reply, you should try sending a few more emails.
There are many speculations about the number of emails you should send after the first email, some recommend three, some even four. From my experience, a big number of follow-ups can have a negative effect.
Therefore, my recommendation is to start with two follow-ups. Of course these aren’t rules, but only some guidelines that you should definitely test to see what works best for you.
Follow up #1
The first thing I would advise is to personalize your follow-ups. For example, try including the prospect’s first name.
Secondly, a more informal approach usually gets more replies, because you avoid sounding too robotic.
You can send the first follow-up on the second or third day, and it can be something like this:
I was wondering if you have received my email below?
Try different variations, but what you want to achieve is basically a reminder. The second follow-up I will usually send a couple of days after the first one:
Follow up #2
Just wanted to follow up in case you missed this email.
If you didn’t get a reply after your second follow-up, check if the email addresses you found are good and maybe try with a different email. In case they check out and you still didn’t get a response from your prospect, try contacting them once again after a month or two and try to get them interested in what you are offering. You can mention a special offer you have at the moment or that you’ve been having really good results lately, for example:
I just wanted to follow up in case you missed my previous emails.
I would like to know if you are interested to proceed, since this is the period of the year that we had great results.
Waiting to hear from you.
As I already mentioned, those are some guidelines that can be useful. Try with different variations, more follow-ups, sending them on different days, etc.
Prospecting is, in some ways, a fine art – you have to keep experimenting until you find the style that brings the best results.
I wish you all happy holidays and a successful year full of new business ventures and victories!