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- MASTERING THE ART OF THE FOLLOW-UP
MASTERING THE ART OF THE FOLLOW-UP
the do's and dont's
12 Creative
August 12, 2024
This week, we're diving into an essential skill for anyone in business: the follow-up email. 📧
It’s one of the most straightforward forms of communication, yet it can feel tricky to master — especially when you’re trying to convert a potential lead into a client. 🤝
While a quick message may suffice for casual communication, following up with a potential customer requires a bit more ✨ finesse ✨
So, how do you craft follow-up emails that not only get read but also get responses? Let’s break it down. 👇
❌ THE “DONT’S” OF A FOLLOW-UP EMAIL 👎
Before we talk about what to do, let’s address what NOT to do when sending a follow-up email:
🤷 Avoid the “Just Because” Email
Have you ever received a message that simply says, “Hi, just checking in”? It’s the email equivalent of small talk, and it can be a major turn-off. Your follow-up should offer more than a mere greeting; it should provide value, ask a question, or advance the conversation in some way.
⏰ Don’t Wait Too Long
When you promise to follow up within a certain timeframe, make sure you do. If you’ve said you’ll reach out in one to two weeks, stick to that schedule. Waiting too long can make your lead feel neglected and unimportant, potentially losing them altogether.
📌 Be Tactful
Transparency is important, but too much too soon can come across as pushy. When building a new relationship, focus on being helpful rather than sales-driven. If your email feels like a hard sell, your lead might feel pressured and retreat.
✔️ THE DO’S OF A FOLLOW-UP EMAIL 👍
Now that we’ve covered the pitfalls, here’s how you can write follow-up emails that resonate:
🎯 Establish a Clear Goal
Before hitting send, ask yourself: what do you want to achieve with this email? Common objectives might include:
💡 Requesting a meeting to explore new ideas.
👩🏻💻 Following up on information discussed in a prior meeting.
👏 Congratulating the recipient on a recent achievement.
🗣️ Reconnecting after a period of silence.
Clearly state your purpose early in the email. The more specific you are, the more likely the recipient will respond.
💻 Provide Context
A little reminder can go a long way. Start by introducing yourself and recalling how you and the recipient know each other. This not only jogs their memory but also reinforces your connection. 🔗
Here are a few examples to get you started:
“My name is [Your Name], and we met at [Event].”
“Our mutual friend [Name] mentioned you might be able to help me with [Topic].”
“I attended your [Webinar/Talk] and wanted to follow up.”
🎁 Be Specific in Your Request or Offer
Whether you’re asking for advice or proposing a new service, be clear and specific about your intentions. Let the recipient know exactly what you’re asking for and why it’s important.
End with a strong call to action (CTA). Whether it’s setting up a meeting or signing up for a webinar, your CTA should guide the recipient towards the next step and make it easy for them to respond. 📢
Mastering the art of the follow-up email is all about balance — providing enough information without being overwhelming, being persistent without being pushy, and offering value without demanding too much. By avoiding common pitfalls and following best practices, you’ll be well on your way to turning those potential leads into loyal clients.