Follow up emails operate on a straightforward principle. If your first email doesn’t generate a reply from your prospect, it’s up to your follow up to get the job done. That’s why it’s key to pick the right strategy and create the perfect follow up email template.
Why do people send more than one email in a sequence?
Because follow up emails generate more replies. It’s as simple as that. Here’s an interesting experiment from our colleagues at Yesware.
More follow ups = more opportunities.
Another important factor to mention is that just because a prospect didn’t reply to your email, it doesn’t mean that she/he is not interested.
The reasons behind no response are many. People were busy at the moment, they forgot to reply, the message was not clear enough, wrong targeting, etc.
So when your cold email doesn’t receive a response, setting up a follow up is a move that you’ll be glad about in the long run.
When we’re talking about strategy, there are various questions people have. How many follow ups should a sequence consist of, how to write a follow up that doesn’t cause their prospect to feel annoyed and what are the ideal time delays between each message.
How you write your follow up email template depends on two factors - your target audience and the objective. For instance, you can aim to:
Your target audience and the objective will also dictate whether your follow up email template pushes to provide more value, inform or entertain prospects.
There are a few things that you need to make a decision on:
Let’s talk about each bullet in a bit more detail.
Trusting other people’s stats about the ideal time to send a follow up email is a bad idea. Here’s why.
First of all, their market is not your market. Second of all, every campaign is unique. While it’s a good idea to interpret that data and see if you can spot any similarities, it’s far from recommended to blindly adopt it as yours.
Inevitably, if you’re analyzing the performance of your cold emails, you’ll start noticing patterns. For instance, Monday morning might not be the perfect time to send a follow up email because your prospect might be on meetings and their attention is just not on their inbox at that time.
On the other hand, you could realize that some time delays between emails provide better reply rates than others.
The best way to know that for sure is to test it in your own campaigns.
As a general rule, here’s the framework we suggest as a starting point:
To identify the best time frames or days to send a campaign, the advice we can give you is to A/B test different schedules and assess whether there’s a difference or not.
Different case studies provide different answers. A typical campaign consists of between 2 and 4 follow-up emails. If we’re talking about a sales campaign, the amount is usually 4, but there’s a lot of A/B testing as well.
For objectives that are not directly tied with revenue, people tend to be less tenacious on average with the amount being between 2 or 3 follow ups.
However, the right answer will again depend on your particular case. You cannot know for sure until you see the reaction from your audience. That’s why it’s important to test different follow up email templates, learn what and how many work best, and then double down on your learnings.
Furthermore, if a prospect doesn't react to a specific sequence, you could decide to test it against a totally different campaign later down the road.
The big question here is whether to keep all emails you send under the same thread or not. This decision will give a clear answer if you need to think about one or more subject lines.
Our advice is to keep them under the same thread as it’s easier for prospects to quickly remind themselves about things and go back to your previous email if there’s a need.
As for the actual subject line examples, here are a few we love to use.
Here’s a quick checklist for you guys on how to create the perfect follow up email template:
In our opinion, the minimum you have is three cold emails in total. Just be careful not to make your follow up annoying and lame.
Target the right audience, work on making your pitch valuable to them, and your follow up emails will come naturally.
By keeping your subject line empty in lemlist, your follow up emails will go under the same thread and have the same subject line as your first email in the sequence.
In short, you have to pick between quickly reminding your prospect about the previous email, sending more value, informing or entertaining them.
You want to avoid the situation where you’re sending a prospect four emails in five days. Nobody likes intrusive salespeople.
In case you’re open to playing with different sending schedules, it’s easy to A/B test it in lemlist and see what happens.
Assess your open, click and reply rates, as well as the context behind replies, to see what approach, follow ups and call-to-actions have performed best.
Here are three ways in which you will take your cold email game to the next level.
Follow up email templates are templates that are out there to get you that reply if the first email failed to get the job done.
It's proven that follow ups bring more replies than if you decided to send only one email. More replies means more opportunities for your business and therefore it's super important to add them to your outreach sequence.
These templates for sales professionals will help you receive a better reply rate and close more deals.
Below examples are the templates you can use for networking if your goal is to reach out to a blogger, get a backlink, invite someone to be on a podcast, etc.
Last but not least, it's the perfect time to see a follow up email template that scored solid results and analyze it together.
Here's the one we're going to focus on today.
This one is from Jeff Wenzel, one of our users. After his first email didn't generate desired results, Jeff turned to a creative follow up email and managed to score a 23% reply rate.
The first thing you notice is a sales follow up, but that's focused on the prospect and their needs. Once Jeff finished the research on his audience, he knew what they were looking for and anticipated what kind of opportunities lie ahead, and he used that as his hook.
Second, the personalized image immediately grabs attention. In this example, the grey area automatically transforms into the image of prospects, and it's always nice to see the faces of people you are talking to.
If we break Jeff’s follow-up down, you’ll notice the following structure. It starts off with a value-oriented intro, there's an image for the sense of uniqueness, followed by a simple call-to-action. It's always a better idea to have one clear CTA, then add multiple ones and allow friction to kick in.