Why do salespeople avoid sending follow-up emails? They’re a critical part of any cold email campaign.
While sending multiple messages results in the best overall response rate, sending just one follow-up can increase replies by 65.8%.
Yet writing convincing ones can be tricky. You don’t want to annoy your prospect.
Here’s how to increase your response rates without much effort – and without being a pest.
Let’s take a look.
1. Highlight the benefit of your meeting, demo, etc.
Chances are, in your first email you asked your prospect to attend a meeting or demo.
You focused on introducing the product. Maybe described it in more detail. But you didn’t mention a single benefit of attending that meeting or demo.
The benefits might include:
- Getting your questions answered
- Having an opportunity to talk to an expert
- Gaining a better understanding of a product feature
Remember, the purpose of a follow-up email is to sell the next step. And that may not be the product.
For right now, help your prospect to visualize the advantage of moving forward.
2. Point out a common objection and address it
Buying anything new requires a change. With change comes risk.
An objection can mean your prospect needs reassurance. So instead of viewing an objection as a roadblock, see it as an opportunity.
It’s a chance to get inside your prospect’s head. Understand a different point of view. And send an email that emphasizes your product’s advantages.
For instance, if prospects are saying your product is costly, you can offer a compensating benefit.
Talk about its quality components. Your stellar track record for minimal repairs. Show how much revenue they will gain in a year from using the product.
You can also counteract objections with customer testimonials. Make it easy for your prospects to relate to someone in the same position as they are.
3. Offer helpful content
Are you concerned about irritating your prospects with salesy emails?
Then recommend a step that doesn’t require a big commitment. A step that makes perfect sense is valuable content.
Offer to send them a:
- PDF brochure
- Sell sheet
- Slide deck
- White paper
- Case study
The key word here is “offer.” Never send prospects content without their permission.
Whatever type of content you suggest, make sure it’s relevant. A case study may feature how a peer overcame an industry-wide challenge.
Don’t underestimate the value of providing helpful content. It proves you care. And getting a prospect to say yes to even a small thing is a big achievement.
The truth about follow-up emails
Surprisingly, 44% of salespeople give up after only one attempt. They don’t even bother sending follow-up emails.