Sending a “just following up” email without any value or call-to-action is not good.
When you send an email, ask yourself: “How much value did it provide? Did I have a call-to-action?”
I hate to admit it, but I still send “just following up” emails every now and then.
Why do we still send them? These emails are annoying and disruptive to recipients. And in today’s world of constant interruptions, you can’t afford to interrupt a prospect without providing some value, or at least including a call-to-action.
The team over at Signals by HubSpot recently launched a SlideShare about avoiding the “just following up” email. You can view it here:
The concept of sending multiple check-in emails is quite interesting. In fact, data from Referral Squirrel shows:
- Two percent of sales are made on the first contact.
- Three percent of sales are made on the second contact.
- Five percent of sales are made on the third contact.
- Ten percent of sales are made on the fourth contact.
- Eighty percent of sales are made on the fifth to twelfth contact.
- Forty-eight percent of salespeople never follow up with a prospect.
- Twenty-five percent of salespeople make contact twice and stop.
- Twelve percent of salespeople make contact three times and stop.
- Only 10 percent of salespeople contact a prospect more than three times.
The trick is to make repeat contact with your prospects in ways that add value. Nobody—not you or your prospect—gets any value from an email that says, “Just checking in.” It’s a waste of your time theirs.
But what if you followed up with something of value? Perhaps a trigger event from a Google Alert you set up for your prospect’s company, or a blog post you found that could help your prospect’s company with its latest goals?
The SlideShare above provides a few templates and strategies for following up with value. For more ideas, read “How to Write the ‘Following Through’ Email.”
You need to provide value in this modern world of constant interruption. Make sure your clients and prospects know you are the thought leader in your space.
A version of this article originally appeared on Mingle Media Marketing.