Writing effective follow-up emails requires a certain type of skill. In order to be as helpful as possible, a follow-up email must convey a respect for the client and for previous conversations or interactions.
This is not about the company or the product per se; instead, a follow-up email should focus on the client.
Tactfully mentioning prior interactions or conversations related to products or services is a great way to lead in to a discussion of related concepts. But the focus should be kept on the client at all times.
Before starting the email
Whether the follow-up email is going out to a group of individuals or to a single recipient, information has already been gathered about this person or group. That means the follow-up email can be tailored to that particular audience.
The voice of the email can be defined before the email is crafted. It should be determined if the email will be written in a formal manner or one that is more youthful and fun in nature and style.
Although follow-up emails are quite different from regular emails, there are some similarities. For instance, the goal of all emails is to make a connection with the recipient. It is important to use language that is acceptable to the intended audience. In some cases, this may include industry jargon and/or specific and complicated terminology.
Emails should always be brief and to the point. They should be easy to read. This is best accomplished by using short paragraphs and by breaking content up in eye-pleasing blocks of information.
The “From” line in all emails is considered very important. Recipients generally open emails from recognized and trusted sources. This could be people they know, sites they visit often, or brand names they are familiar with. With that in mind, in order to get higher open rates, it is advisable to consistently use the same name or email address in the “From” line.
The “Subject” line is the next section of the email that requires attention. This is a very short and straightforward introduction to what the content of the email holds. Keeping the “Subject” simple and direct is a good practice.
Engage the audience
The body of the follow-up email should include information about any previous interactions, such as the downloading of a PDF document or white page. To add to the reader engagement, the email could also include additional links to related content of interest. This sort of information demonstrates to the recipient that the focus really is on them.
Follow-up emails offer a chance to make a true connection with the email recipient, which is what will make an impression on the buyers. When that happens, a response is only natural.
About the author: Debbie Allen is a freelance writer for Reputation.com and other quality sites.