Cold emailing is a proven strategy to get new business. This outreach is an important first step in building customer relationships. However, it’s not always effective by itself.
Backlinko found that 91.5% cold emails are ignored. Follow-up emails increase open and response rates by a significant amount. Research shows that sending one follow-up email increases the response rate by more than 65%.
Simply put, great follow-up emails are a way to get customers’ attention and convince them to make purchases. This article outlines key points to remember (and common mistakes you should avoid) when creating your follow-up emails strategy.
Why is it so important to send follow-up emails?
Some customers don’t make a purchase on the first visit to an ecommerce site. Customers get distracted, or they want to compare prices. Businesses can remind them of their product and offer via follow-up emails. Then, they can close the sale.
These are just a few of the other benefits.
- It is possible to build customer-business relationships. It is essential to build long-lasting relationships with customers, especially when you are an ecommerce business. This helps you to understand your customers better and optimize your storefront for their needs.
- Visitors can be converted into loyal customers Building strong relationships is the best way to build a loyal customer base. Following up with customers builds trust and brand awareness.
- Your sales goals can be met. According to DMA, businesses can make $42 per dollar spent on email marketing. You have more chances to convert prospects with follow-up emails. Oberlo states that sending three abandoned cart emails to prospects is 69% more effective than one-off emails in closing sales.
- Avoid getting lost in your inbox. There are many reasons why emails get ignored. Many people don’t have the time to read all of their emails. Your message may also get lost in spam. You have a better chance to break through the clutter in your recipients’ inboxes by sending follow-up email.
Here are some tips for sending follow-up emails that work
If you follow the right steps, sending follow-up messages can help to improve your email marketing strategy. Make sure you have a catchy subject. Statistics show that the average person receives around 77 legitimate emails per day. A compelling subject line can help you break through the clutter and grab your customers’ attention.
It doesn’t stop there. To increase your email conversion rate, and win customers, you need to write well-crafted body text. A follow-up email is a concise introduction that outlines the purpose of the email and then a simple pitch. Then, it contains a call for action that directs readers towards the next step.
Here are five tips for advancing your sales and marketing business.
1. Design makes a lasting impression
The layout and design of your follow-up email can make a lasting impression. Email campaigns must include visuals, typography, color, layout and visuals. They all contribute to setting a friendly and persuasive tone.
Segmented campaigns are also an option. Each email should target a specific group of people. Campaign Monitor statistics show that this can increase the conversion rate by more than 760 percent. Segmented campaigns make it easier to personalize your emails and encourage people to read them.
2. Straight to the point
Statista reports that the average time it takes to read an email is ten seconds. Your follow-up emails must be concise and to the point. Before explaining other details about the offer, explain the reason behind your message.
Keep your message short and to the point. Leverage visuals instead. Include photos of your product along with a short description. This makes it easier for the recipient to read your message.
3. Give them something of value
Strong follow-up emails should demonstrate to customers that you value what they are buying and that you believe it will satisfy their needs. Your customers might be educated about the benefits of your product or highlighted promotions and specials. You might say, “Hi so-andso, it looks like you added an item to your shopping cart.” This limited-time offer gives you up to 50 bonus points.
4. Customers should be able to easily reply
When sending follow-up emails, it is a good idea to give your customers the chance to respond. Customers value the chance to communicate with you directly. By allowing them to respond, you can build a line for communication that will help you understand their expectations.
First, make sure to provide a compelling call-to action that directs customers towards the checkout page. You can also include an email address or phone number so that customers can reach you in case they have any questions.
5. When to leave
A typical way to send follow-up emails is to send a message within a few hours of someone abandoning their order. A reminder can be sent a few days later, or a discount code to get them back in the checkout.
How many follow-up messages is enough? If you are sending follow-up messages without engagement, you might consider reducing or stopping follow-up communications. Never send a breakup message, even if you have failed to get a reply. Instead, keep the conversation going and come back to it later.
Avoid making mistakes in follow-up emails
You don’t want your follow-up campaign to make these common mistakes. Despite how tempting it might be, avoid sending too many messages to your leads. Instead, create a drip campaign that gently nudges your leads every now and again without becoming annoying.
These are just a few other mistakes you need to avoid.
- Sending long messages. Keep your follow-up messages brief to get customers’ attention. Your email should be clear and concise. This will help customers better understand your message.
- Poor timing of email campaigns. There will be a time that works best for your email campaign. Customers respond best in the morning, while others prefer checking their email in the evenings. Mailchimp and Salesforce Pardot are two email analytics tools that can help you determine when your audience is most open to receiving your emails. You can create more effective campaigns by doing some research and creating a clear marketing strategy.
- No call to action. For a follow up message, a strong call to action must be included. Your recipient will likely ignore your message if you don’t give a clear next steps. Your chances of engagement are higher if you include a call-to-action in your follow up messages.
Follow-ups can increase your email ROI
Email follow-up campaigns have proven to be a great way to increase email engagement and convert missed opportunities into closed deals. They turn one-time customers into loyal customers. They can also help you increase sales performance if done correctly, by directing your email to landing pages that are well-designed and equipped with quality tools.
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