By David Holland

October 7, 2016


How to Do Effective E-mail Follow Up

Truth be told, there is huge number of businesses out there who don’t e-mail follow up. If you have read our previous post, we cited that some salespeople don’t follow up for a few reasons. It could be that the salesperson is afraid of rejection or he forgot to follow up. It could be that he expected the customer would get back to him or he found fresh leads and forgot the new ones.

It would be such a waste to not follow up because only about 2% of potential customers buy the first time they meet a product. That simply means that without follow up, 98% of people who could have been your potential customers are slipping away from your sight.

Put yourself in the shoes of your targeted audience. Do you trust a product the first time your see or hear about it? NO. It’s technically a stranger to you and the usual is, you don’t trust strangers.

So you must cover the bases. Begin by building trust and this is when follow up comes in. As you follow up, you are building rapport with prospects and gradually building trust with them. You continue to build that trust, maintain momentum until you get your potential customer to the bottom line — which is the buying cycle.

Your follow up should be systematic. It must be able to generate predictable results.

It all begins with your company’s own follow-up framework. You should be clear on what needs followup. Set a schedule when to follow up and keep track of whom have responded to your follow ups.

Make sure to track your follow up progress with a powerful automation tool like Infusionsoft. Infusionsoft lets you track everything, from segmentation to the end of the sales process without having to go through the hassle of manual follow up.

What is more, Infusionsoft has intelligent segmentation capacity allowing you to sort your leads based on their behaviors so you can customize targeted, personalized follow up messages. Segmentation also helps foresee predictable results from your follow up campaigns.

Know that it is nothing personal

When a prospect says NO it’s not because they don’t want to hear from you. It’s nothing personal and because they might have known you or your brand, they may ignore or reject your message.

But keep pursuing in a timely manner. For example, on Day 1, you may had send the prospect a message about the new product in your store. They did not respond to your message. But as you are using a tool such as Infusionsoft to see if they open your message or not, then you can create another message following up on your offer. This time, the message can be a bit more persuasive as a reminder of your previous message.

Unless they get to the point where they actually tell you to stop sending them updates or messages, that is when you need to stop..

Keep note when, who and how to follow up

Timing is everything when it comes to efficient follow up campaigns. For better conversion and depending on your target market, you should do analysis on when to do followups.

For instance, if you are selling home products, targeting working moms who work the usual 9-to-5, then the essential time of sending the e-mail follow up is not within 9 AM to 5 PM. It could be 6-9 PM where they have time to open their personal e-mails.

You do this because you want your message to be on the top of the most recent e-mail they receive as that increases the likelihood of your message being read.

Never assume you are that important to them

Your targeted audience are probably busy people or just simply people who don’t really care much of the message from somebody who they don’t personally know. With this, what you can do is create catchy subject lines that get them to open their e-mail because it is something that interest them.

Know that it’s all about trust.

Follow up is more than just nailing the buying cycle. You also need to focus on the after sales. If your product is great, a customer would love to buy it again. While you want them to purchase again, you also have to show that you actually care about their opinions.

Go follow up with a survey. Ask for satisfactory rating or their opinion about the product. This does not only help build better connection but also allows you to see the sides of your business which might need improvements.

Always make use of automation

If you want to ease out the problems brought by manual follow up, you should make use of automation. E-mail automation platforms such as Infusionsoft can keep track of your leads behaviour allowing you to see who: opens the message, clicks through your links, ignores your e-mail or unsubscribe to your mailing list. This makes easier to create targeted campaign to people who are actually more interested in what you have to offer.

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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