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One of the most important parts of any cold email campaign is establishing a proper strategy for your follow-up emails. In this post we'll help you write a successful follow up email, step by step.
It is often not enough to send a single email and wait for prospects to respond to our call to action. Nothing is further from reality. In most cases, successfully reconnecting with a prospect and following up on your value proposition can mean the difference between success and failure for your email marketing campaigns. For this reason, from our experience as a sales automation platform, we want to make it a little easier for you, with this step-by-step guide on how to write a follow-up email.
I will make a brief analysis of some aspects to take into account before executing your mass email campaign and, from there, I will explain some key points that will make your follow-up emails achieve the expected success.
This is the first decision you have to make and, although it may seem otherwise, it will not always have a clear “yes” or “no” answer. Is it interesting to always send a follow-up email? Clearly not. But don't dismiss it out of hand, either. Instead, try to establish a norm, a protocol to follow when you have not received a response in your cold email campaigns and use follow-up emails as a tool to complete that first contact.
It is also convenient that you take into account the characteristics of your future prospect, to determine the convenience of sending follow-up emails and, if so, in what number and how often.
There are numerous reasons why your prospect may not respond to your first cold email. Maybe he was too busy at the time and missed your email. Or it is also possible that your email did not reach the right person in the decision-making process. It can also be simply due to a technical issue: problems with the incoming server, delay in reception, etc. It is even possible that that first cold email simply did not fully capture your prospect’s attention, but that does not mean that they cannot be interested in your proposal.
For this reason, you should not get discouraged at first and abandon the task once you have not received a first response, but you should insist and develop a suitable follow-up campaign to maximize the response rate from your prospects.Are you ready to develop an optimal follow-up email strategy? If the answer is yes, go ahead with this little guide.
"Writing a successful follow-up email depends primarily on 3 key points: planning, optimization, and measurement. Overloop's sales automation platform will make it easy for you to develop all three points effortlessly." Tweet this
"Writing a successful follow-up email depends primarily on 3 key points: planning, optimization, and measurement. Overloop's sales automation platform will make it easy for you to develop all three points effortlessly."
You have already designed the strategy for your lead generation campaign and you have decided that you are going to develop a follow-up strategy, be it with a single email or a sequence of messages. You are also clear about your target audience and what value proposition you are going to make. Now what?
Now comes the fun part: get going!
As we always say at Overloop, don't leave anything to chance. A follow-up email is another step in your overall email marketing strategy and, as such, should be taken into account from the start. Don't wait to see what results your first cold email blast has generated to think about a follow-up strategy. Rather, design your follow-up mailings from the start, based on your campaign's marketing objectives and value proposition.
A follow-up email does not have to follow the same structure as a first contact email, but it should follow a series of guidelines that will maximize your success rate.Remember the three basic objectives of any email: get the prospect to open it, read its content and give you a response. Design the parts of your follow-up email based on these goals.
In general, the proper structure of the body of a follow-up message should look something like this:
As we always say at Overloop, the theory is clear, but at this point, it's time to experiment and see for yourself what works best for you to make your follow-up emails a success.
We have given you a series of guidelines for the planning and execution phases of the follow-up campaigns for your cold emails, but now comes what is perhaps the most important part. Measure the results of your campaign based on the metrics that you consider most important: bounce rate, percentage of openings, response rate... and, above all, focus on the degree of fulfillment of your global email marketing objectives, because that is the reason for both your cold emails and your follow-up emails.
Also make sure you have a proper sales lead management tool. If you're looking for one that suits your needs, I highly recommend signing up for Overloop's free trial and seeing how our platform can help you with both execution, measurement and optimization of your email lead generation campaigns. With this information in your hand, you will be able to do A/B tests and different performance tests, which we will talk about in future posts.