Quick, what’s the most convenient way to communicate in the business world?
The phone is an effective way to speak with a client or prospect, but that’s assuming they answer. And even then, the conversation can derail quickly if the discussion strays from your script.
Email, on the other hand, provides an easy way to get your point across, in the format and manner in which you feel most appropriate. In fact, 86 percent of professionals say email is their preferred method of communication.
Want your sales emails to stand out? Check out our comprehensive guide on using video email for prospecting.
But, there’s a hitch.
Your message is literally one of the hundreds of emails that the average businessman receives every day. So even if your client or prospect opens your email, they are most likely skimming and not giving it their full attention.
That’s not to say you shouldn’t be sending emails. Follow-up sales emails remain a necessity to maintain your relationship with your current and potential clients. If you do it correctly, you can create great follow-up emails to help increase your sales.
What Makes a Great Sales Follow-Up Email
While your marketing department probably tends to send out beautifully designed emails with flashy graphics and call to action buttons, your follow-up sales email doesn’t need all the bells and whistles to be great.
You just need to focus on a few key areas:
• Personal Message: Your follow-up sales emails need to be personal. Focus on your client’s specific needs and challenges.
• Helpful Content: Offer information about a service that your business provides that can address their needs.
• Get to the Point: No one wants to read a novel. Clearly and quickly explain why you’re emailing and what you are offering. If this email is coming after a meeting, provide a recap and action items so there are no miscommunications.
Of course, all emails will be unique and should be used at different times in the sales cycle. But if you focus on these four key areas, you can craft winning messages.
6 Great Follow-Up Sales Emails
There are endless situations in which you’ll need a great follow-up sales email. Anything from your first contact with a prospect to the end of a major contract, and everything in between.
Here are examples of follow-up emails to clients for some of the most common situations.
1. Follow-Up Sales Email After Leaving a Voicemail or Speaking on the Phone
Most of the time when you first call a prospective client, you’ll get a voicemail. Your chances of getting a call back are pretty slim, so you’ll need to send a follow-up email.
That email should briefly introduce you, explain why you’re calling, and clearly map out the next steps.
Subject Line: “I must have just missed you”
You can use the same style of email after speaking with that person on the phone. Just briefly recap your conversation and what will happen next.
2. Follow-Up Sales Email After Client Opens an Email and Doesn’t Respond
In most cases, when you send emails to clients and they’ll never respond. There’s a chance they never opened the message, or maybe they did open it but took no action – there are ways you can track email opens.
There’s a chance your clients wanted to reply to your messages, but the emails got buried in their inboxes and they forgot. There is a simple sales follow-up email trick that can work to entice a response.
Simply find the original email in your sent folder, and reply all to it so you are copying your original message in your new email. This prevents your client from having to dig through their inbox to find it.
Subject Line: “Let’s try this again”
3. Follow-Up Sales Email After an Event
Local events like conferences and networking sessions are a great way to meet new prospects.
However, in most cases, you only had a few minutes to speak with these prospects before exchanging contact information and going on your way. Make sure your follow-up email includes information about something you spoke about to help them remember you. They are more likely to respond if they don’t view you as a stranger.
Subject Line: “Great meeting you at [Event]!”
4. Follow-Up Sales Email After Closing a Deal
The conversation doesn’t end after your client signs on the dotted line.
You want that client to be a repeat customer and refer their colleagues, so it’s important to maintain the relationship that you’ve built during the sales process.
This email should include a thank you and invitation for them to contact you with any questions or issues.
Subject Line: “Welcome to the [Company] family!”
5. Follow-Up Sales Email After a Client’s Contract Ends
In a perfect world, every client would be a repeat customer.
Unfortunately, the world isn’t perfect and some of your customers won’t buy again.
Even though your professional relationship is ending, you still need to send a follow-up sales email to thank them for being a loyal customer and offering your services again in the future. Plus, you never know if they might come back one day.
Subject Line: “Thank you for being a loyal customer”
6. Follow-Up Sales Email After Client Stops Responding
At some point, it becomes apparent that your client has lost interest and won’t be buying from you. Before you cut your losses, try one more follow-up email to see if they’ll re-engage. At the very least, you might receive confirmation that they aren’t interested.
Your previous templates obviously haven’t been working, so this is your opportunity to show a little creativity, humor, and personality in your message.
Subject Line: “Is this thing on?”
Creating Great Follow-Up Emails to Increase Sales
Obviously, our sales follow-up email templates are just suggestions.
You understand your clients and their needs, and you know what has worked in the past.
If you have a system that’s worked for you in the past, keep using it. But, if you’re looking for a new way to increase your numbers, consider trying some new follow-up sales emails.
How to Incorporate Video Into Your Sales Emails
Prospecting is hard – there’s no point in sugarcoating it. Every day you’re dealing with ignored cold outreach emails, appointment no-shows, and little opportunity for the face-to-face interactions needed to close deals. But prospecting videos change that.
Using video in sales is easy, and it can be incorporated into so many key points of the prospecting stage. Click on the photo below to see real examples and learn where and when you can use video in prospecting to see results.