By David Holland

December 12, 2016


How to Build Follow Up Emails that Your Readers will Love

Email marketing, just like any other type of marketing, is more effective and transparent when it is done with a solid plan — that includes knowing what to do for your follow ups. Follow up planning means brainstorming, forecasting and having sets of backup alternatives when an approach does not work. As much as possible, you want your email marketing plans to go as perfect as possible.

Any digital marketer out there would tell you that email marketing works but only when it is done the right way. Each day, 144 billion emails are sent. That obviously means email marketing is a noisy channel but if you know how to send the right message at the right time to the right people, then you can stand out from that noise.

Why follow up? Well, only 2% of people are likely to purchase the first time they heard/read/know of a business. This why it’s very important to follow up.  There’s no shortcut to closing a sale. It’s about nurturing and building humanly connection with them.

When it comes to your potential future customers, you don’t want the trail to go cold. You want to keep the momentum and for the reader to continue their journey to the buying process. That means keeping them engaged. From the moment a new lead becomes a part of your list, you have to nurture them with follow up processes that are tailored according to that lead’s profile.

For example, say, William Taylor is a fresh subscriber to your software company. You’ve analysed and segmented him as a fresh lead that needs nurturing. Cover the bases by sending a confirmation or welcome email stating that from now on, he will be receiving emails from your company.

Fast forward, you can follow up, send updates, promotional materials, coupons, among others to William. The good thing is that, you can automate processes with pre-built responses crafted according to a lead’s journey using a powerful software such as Infusionsoft. For instance, a new subscriber like William Taylor will receive an automated welcome email, personalized for them.

Effective follow ups are straightforward. The basic structure is something that keeps the reader engaged and connected. Your automated and manual messages should be aesthetically pleasant to the eyes: short paragraphs, clear call-to-action, brand-related colors and message’ voice and a captivating enough keep the reader interested.

Making someone open the email is already half of the battle. You see, statistics say that majority of email owners open a message judging by the subject line alone. So make sure to make the most of your subject lines. Do A/B testing to perfect your follow up template. See which subject line works best and use that for the rest of those that you need follow up. Make those email short, sweet and nice. The first opening lines are the most crucial so keep in mind that each line of the message should pursue the audience to read the next.

Respond promptly. Use automation to personalized even in bulk campaigns responses. Have a nurturing plan for your prospect’s journey. Determine the end goal of each campaign and measure progresses.  Make sure its for mobile too! Your emails should work perfectly for mobile devices as majority of email users these days are using their phones to check their emails.


About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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