8 Key Components of a Follow-up Email after Marketing Campaigns

8 Key Components of a Follow-up Email after Marketing Campaigns

Proven guidance to get the best responses to follow-up emails after a campaign. 

It seems like we live in a give and get society these days, doesn’t it? When we run a big email to our clients and prospects, we expect a reaction right? Now why didn’t they call …this leaves us wondering why didn’t they reply, fill out the form, call the phone number, or something. The expectation of an immediate response is one of the assumptions we need to reset in our minds.

Assuming your message was on point, the call to action was clear, and your contacts list was targeted with a relevant message to that segment, here are some reasons why people still don’t respond:

  • Subconsciously the prospect hasn’t been exposed to your brand or you enough to have that trust to engage yet.
  • If I respond that will be a whole new project I just added to my already long to-do list. Then it will just generate more emails.
  • They flagged your email for follow-up, but are challenged to ever get back to their flagged emails.
  • They are not ready to move forward yet with this project, process, product, etc. but are typically a buyer of your services or products.
  • Contacts are often times very scheduled or on the dead run during the work hours. They saw your message, had interest, but blew right past it thinking they would get back to it when back in front of a computer.
  • This person or company just has no need or interest at this time.

Unresponsiveness to emails isn’t alone. People do not answer their phone, return voice mails or texts.

Think about the last 5 deals you had. In all likelihood, you or your brand touched that prospect 7 or 8 times before you got a response (unless your product is a commodity). Prospects received a promotional email, then an e-newsletter, they read one of your blog articles, looked at your profile on LinkedIn, heard a voicemail from you, visited your website, read a direct email from you, visited your website again, then BAM they responded.

Marketing and selling today is very different because there is A) a lot more noise in the market creating confusion or too many choices, and B) there are all kinds of new gatekeepers at play today …inbox, voicemail, social media, caller id, etc. The commonality among A and B is that the prospect responds on their terms. That’s where the follow-up email directly from a company representative is a solid marketing touch point.

The point of follow-up emails and multi-touch is to establish a healthy touch frequency with prospects.  Impressions to you and your brand numerous times will establish that trust to engage …as long as your message is on point.

Now that you understand multi-touch, let’s consider 8 keys to crafting a follow-up email after marketing campaigns.

  1. Segmenting Lists. Email marketing 101 is sending a relevant message at a relevant time to a targeted audience through segmented lists. An easy example would be to segment prospects from a list who opened the last marketing email more than 3x and click greater than 1x. Opens and clicks can be indicators to interests from a prospect, but certainly not the de facto data point to confirming a buying signal. This approach contributes significantly to recall of your email campaign, company, product, or service.
  2. Email Formatting. The follow-up email should appear as a personal e-mail from a salesperson.  The email should be text-based, not fancy HTML. It should also be easy to read and respond to on a smartphone.
  3. Personalize Email Marketing. One common way to personalize an email is to use the recipients name in the email subject and/or body. In the marketing world this is called “email personalization.” Here is an example of email subject personalization “{first_name}, we’ve solved X”. An Experian marketing study revealed that personalized emails had a 29% higher open rate and 41% unique click-through rate.
  4. Be clear and concise. State SIMPLY who you are and CLEARLY why you are reaching out.
  5. Create a reference point. Reference the previous email you are following up to and get to the point FAST. Decision makers don’t read long emails and in many cases are reading your email from their smartphone.
  6. Sell the call-to-action not your product or service. Ask one simple-to-answer question (such as a referral). The goal of every mass email should be to establish and close a prospect on the next step. That next step should be either one of two things-but not both: “Who is the best point of contact for …?” (to get a referral) OR, “When is best time of day for quick discussion around …?” (to setup conversation with the prospect).
  7. Avoid soft words in the call-to-action and be specific. Nothing insinuates a rep being timid than use of weak words or phrases when asking for someone’s time or business. Avoid words like: if, may, would like, and maybe. Secondly, be specific with your ask. Want a referral? Ask for the referral. Want a 10 minute call? Ask for it. An example of a closing call-to-action would be “Are you available Thursday at 10:30am or 4:00pm CDT to have initial conversation?”
  8. Ohio State Football

    College football is now figure skating …judged competition. But Urban Meyer knows how to FINISH!! Awesome coach.

    FINISH STRONG. Craft a clear, thorough, and well formatted signature. Nothing worse than sales reps sending a lazy email signature with Thanks, John Doe, 214-456-7890. Include your name, title, company, direct phone, main phone, mobile phone, website, and email address.

Clients often ask us “How much revenue did that campaign produce?” Well, if you are referring to a campaign as one direct email vs the overall multi-channel campaign, then that isn’t always a clear answer. We’ve had client campaigns generate $80,000 within 30 days of launch, others that produced $9-million over 18 months, and even some cases $0. The reality is that marketing is a methodical process continually touching your target market and prospects over a period of time.

As a marketer or sales rep, follow these 8 easy steps for your follow-up email campaigns and stay with it. A healthy frequency of outreach is respected by your prospects just be relevant with your message to their perceived needs. Good luck! Go get ‘em!

If you want to talk follow-up emails, workflows, and marketing sequences … contact Polk Three to start the conversation here!


Email Stat Nuggets To-Go

  • According to MailChimp, segmenting lists results in 14.4% better opens and 14.994% better click rate. (Source: MailChimp)
  • Email marketing has 2x higher ROI than cold calling, networking, or trade shows. (Source: Marketing Sherpa)
  • Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group)
  • 91% of customers say they’d give referrals. Only 11% of salespeople ask for referrals. (Source: Dale Carnegie)
  • 79% of marketing leads never convert into sales. Lack of lead nurturing is common cause to this poor performance. (Source: Marketing Sherpa)
  • Companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost. (Source: Hubspot)
  • Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate. (Source: CSO Insights)
  • Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Source: Aberdeen Group)
  • Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts. (Source: SilverPop/DemandGen Report)