Whether your point of contact for a particular lead is a decision maker or a gatekeeper, chances are that they receive a slew of emails every day from various vendors. It’s pretty easy to lose track of the emails.
It shouldn’t come as a surprise if a particular lead doesn’t get back to you soon after the first time you communicated with them. A prompt response doesn’t always mean that the lead isn’t interested in your offer, they might just be busy.
Even though it can be a bit frustrating and can slow your lead management process down, but rejection is part of the sales process. However, using well-timed and carefully formulated follow-up emails for effective lead management.
In order to get through to the leads and establish a relationship, you need to send eye-catching emails that don’t waste the reader’s time, gets important information across, results in open conversation.
Well-crafted follow emails also show your dedication to nurturing a lead and engaging it for further communication. You can use one-off emails for each particular lead and both automated emails set on a follow-up schedule through a CRM software platform.
Why the Hype around Follow-Up Emails?
There is more than sufficient proof that shows that it takes a number of follow-up calls to close a sale. In fact, a survey conducted in the UK shows that approximately 80 percent of the total sales calls take further 5 follow-up calls/emails to close a deal.
Even though initial cold calls or cold emails are effective for initiating a conversation, they need some warming up. The time spent on igniting this warmth is where salespersons build a relationship and trust with the lead.
Once a certain level of trust is built, only then a lead will be willing to make a purchase. Unfortunately, more than half of salespeople give up after the first follow-up email. Even though the first follow-up email is 40% more effective than the initial email, persistence is necessary to nurture the lead further.
On the flip side, there are salespeople who flood their leads’ inboxes with all kinds of irrelevant emails. While this might seem like a good plan for getting a lead to notice you, it barely affects the reply rate. In fact, it is more likely that the reader will block you.
When do you send follow-up emails?
The answer to this question depends on the kind of business you run and the nature of the lead. Generally speaking, however, the norm is to find a balance and maintain frequent communication with the client without spamming. Spamming will never prove effective in changing the reader’s mind.
The key is in finding the right balance and maintaining persistence without turning off the lead. Aside from that, the timing of the follow-up email is just as important. Lead response time refers to the time it takes for a business to respond after the initial contact.
According to the Harvard Business Review, a survey of 2,200+ American companies showed that 24% of them took more than a day to respond, while 23% didn’t respond at all.
These numbers are quite alarming. This is so because a paper published by MIT showed that the chances of qualifying a lead after an hour of the initiated contact drop by 10%. This means that postponing the pursuit of a lead further only raises the chances that it’ll go cold.
Generally, follow-up emails are sent:
- On the scheduled time, fixed during the initial meeting, call or email.
- Within the first 24 hours of the initial email – this time is most appropriate for sending a thank-you email or emails containing the requested information.
- Within a week or two to follow up on any action or information requested in a previous conversation.
- Every other month to three months to reconnect with existing leads and sending general information.
Besides these, the timing also depends on how frequently you converse with a particular lead, the project, the score you’ve assigned them, etc.
The Types of Follow-Up Emails you can Use
While follow-up emails are important throughout the sales process, you can’t use the same approach for each one. Whether you are using a CRM email integration to automate responses or one-off emails, there are a variety of options to choose from.
Follow-Up to Cold Call/Email
The first on the list is the follow-up email you send after the initial contact. In most cold calls or cold emails, sales reps usually provide surface information about an offer to acquire a lead. The follow-up email to this should contain further details that add value to your sales call.
Follow-Up to a Meeting
The word “meeting” here refers to a call or detailed conversation after the initial contact. This type of follow-up emails discusses the main points from the meeting and contains any other additional information the lead requested from the sales rep. This type of email also defines the agenda and expectations for the next meeting.
This kind of follow-up email has no specific agenda than to keep the lead engaged with your business or re-engage them if the contact was lost. This could include automated emails sent to all leads in your contact list, apprising them of new offers, etc.
The Anatomy of a Follow-Up Email
There is no rocket science involved in creating a well-structured follow-up email. To increase its effectiveness to the fullest, there are certain elements that should be included in the email. These are:
- A clear subject line that indicates the purpose of your email along with your company’s name.
- Addressing to the person you talked to along with a reference to their role.
- The copy should include all the detail required in a concise manner.
- A call-to-action, requesting acknowledgment or time and date for the next email or call.
Regardless of the nature of the follow-up email, make sure that it remains concise. Except for emails where a lead asks for detailed information, a follow-up email should be short and sweet.
You want to make sure that the lead actually reads through the email. If the email is long, dreary and full of irrelevant information, they will probably ignore it. So keep it professional, not stuffy, precise but comprehensive.
CRM for Follow-Up Emails
You can use a software platform like Solastis to manage your emails. Solastis CRM+BPM is designed with an integrated emailing system that allows users to categorize each email thread by assigning it to a particular case.
Furthermore, you can create task templates and execute every case as a sequential project. Learn how this can help improve the lead management process, click here.