Let’s face it – the most important part of any email outreach sequence is that first inbox-penetrating email. However, it’s not important enough to disregard the subsequent sequence of follow-ups that from our experience can really be the make or break of an email campaign.
We notice that 45% of our email conversions come from follow-ups. If you can afford to leave 45% of business on the table, then by all means stop reading now (and you can definitely buy the bill if we ever meet!)
So, channel your inner naggy Auntie that floods your WhatsApp groupchat with message after message and let’s dive into the logistics behind perfect follow-ups.
Why Follow-Up Emails Are Essential
Building Trust and Relationships
One of the key reasons follow-up emails are crucial is that they demonstrate persistence and professionalism. Not every prospect is ready to act after receiving the first message. A follow-up shows that you’re serious, and it fosters a sense of trust and familiarity. Building a relationship over time is often more valuable than an immediate sale or response, as many leads may need multiple touchpoints before they feel comfortable taking action.
Multiple Touchpoints to Conversion
It’s a common saying in sales and marketing that “the fortune is in the follow-up.” Research supports this, with many studies showing that it can take between 5 to 7 touchpoints to convert a prospect into a customer. If you’re only sending one email, you’re likely leaving potential opportunities on the table. Each follow-up brings you closer to being front-of-mind for your prospects, increasing the chances they’ll respond when they’re ready.
Standing Out in a Crowded Inbox
In a world where the average professional receives hundreds of emails a day, it’s easy for your initial email to get lost. That’s where follow-ups come in—they help keep your message alive in a prospect’s crowded inbox. When done correctly, follow-ups help differentiate you from other senders who may only reach out once and never follow through. By providing value and being persistent, you stand out as a reliable and attentive communicator.
The leadR Philosophy: Disarming Follow-Ups
At leadR, we believe that the key to successful follow-up emails is in their tone and approach. It’s not enough to just send repeated messages; your follow-ups need to be disarming and respectful of your recipient’s time and attention. Our philosophy revolves around creating emails that make the recipient feel comfortable and in control, rather than overwhelmed or pressured.
Disarming and Low-Pressure Messaging
Aggressive or pushy follow-ups rarely work. In fact, they often lead to the opposite result—a complete disengagement. Instead, follow-ups should be low-pressure and disarming, taking the pressure off the recipient to respond immediately. Phrases like “I might have got this completely wrong and you’re the wrong person at X,” or “I’m hoping I’ve got this right, but my apologies if this isn’t of interest” make the prospect feel less burdened, while still keeping the lines of communication open. The goal is to let the recipient know you’re available, but that you respect their timeline and decision-making process.
Empowering the Prospect
At leadR we advocate for follow-up emails that put the recipient in the driver’s seat. This means providing clear, low-commitment options and leaving the next step up to them. For example, you could end your follow-up with something like: “If now isn’t the best time, feel free to let me know when would work better for you.” This gives the recipient the feeling of control over the process, which can reduce resistance and increase the likelihood of a positive response.
Best Practices for Implementing Effective Follow-Up Sequences
Timely Follow-Ups
Timing is everything when it comes to follow-ups. Send your first follow-up too soon, and you might come across as desperate; wait too long, and you risk being forgotten. A good rule of thumb is to send the first follow-up 2-3 days after your initial email. Subsequent follow-ups can be spaced further apart, with the second sent a week later and the third a couple of weeks after that.
Vary Your Approach
Sending the same follow-up email repeatedly is a surefire way to lose interest from your prospects. Instead, vary your approach with each email. If your first follow-up was a quick reminder, make your next one offer a useful resource or a fresh perspective on how you can help. Reference previous conversations, acknowledge that they might be busy, and use humor or a different tone to keep things fresh.
Clear Call-to-Action
While your tone should be low-pressure, your follow-ups should always include a clear, subtle call-to-action (CTA). Whether it’s scheduling a call, downloading a resource, or simply asking if they’re still interested, your recipient should know what action to take next if they’re ready. The CTA should be non-intrusive and allow the prospect to feel in control of the conversation.
Personalisation is Key
The more personalised your follow-up emails, the better. Reference any specific details you know about the recipient’s business, needs, or past interactions with your company. Personalization goes a long way in showing that you care about the recipient’s situation and are not simply sending generic mass emails.
A leadR Example (From Our Own Outreach)
Bear in mind our emails are video-based – that’s the core capability of the leadR system. That our tech allows clients to send personalised, engaging videos at scale.
Email 1
Hi {{firstName}},
I wanted to entice you with a unique proposal.
I thought a video would be way cooler than just writing it out…you can watch the Loom using below.
[VIDEO]
We are only allowing 20 companies to test out our proof of concepts. The process will take up quite a lot of time our end but we feel without seeing the example video of your brand it’s hard to picture the potential.
Fill out the Scorecard linked in the video or just reply and I will lock in your place.
I already have a few ideas for some highly converting videos that would work with your brand – just give me the green light!
Thanks,
Neil
Follow-up 1
Hi {{firstName}},
Let me know if there was a problem with the video sent previously. I think I sent it correctly but I can send across again if not.
Our community feedback suggested we should offer an almost ‘try before you buy’… so we will produce a video, that showcases what we would create with you, if you were to use our services.
Watch the video I sent, as it explains with more clarity.
Best,
Neil
Follow-up 2
Hi {{firstName}},
I’m hoping you just haven’t managed to get the time to watch the video yet.
If it’s just not of interest then this will be my last message.
We still have 3 spaces left our of the original 20 places for the free POC video and Scorecard. We have been selected as official partners of Scorecard (ScoreApp) so we know how to make them into a highly converting lead magnet.
We will create one for you, with all the branding, landing pages and questions tailored for you. Scoreapp’s website is here to check it out – https://www.scoreapp.com/.
Our video will then just have to get people to the Scoreapp lead magnet!
Do let me know if you want to secure your place…
Best,
Neil
Suggested reading: You’ll see a ScoreApp link in the last follow-up message. ScoreApp is a conversion tool that plays a crucial role in the leadR system. Read our blog on How We Use ScoreApp to Boost Conversions.
Start Leveraging Follow-Ups Today
Follow-up emails are more than just a box to check off—they are critical for building relationships, closing deals, and keeping communication alive. But more importantly, the way you approach follow-ups can make or break your success. By adopting a disarming, value-driven, and empowering strategy like leadR’s, you can ensure that your follow-ups don’t just get noticed, but also get results.
Start crafting your follow-up sequences today, and remember: patience, persistence, and putting your prospect in control are the keys to winning over your audience.
