The "Just Checking In" Emails and Follow up emails

Is your conversation rate 100%?
No, it isn’t. That’s why Follow up emails play a significantly important role in keeping in touch with customers, or simply reminding them of our brand/company by constantly bringing more values to them even they are not yet interested in buying your products.

Regarding this topic, we might find it really familiar with “Check-in emails” like this: Hi Andy, I haven’t heard back from you, so I wanted to see if you have received my emails yet. I was asking … Cheers, [Salesperson]. and most of the times, the client keeps silent. It’s true because it’s so easy to write such an email and it’s boring and ineffective as it does not provide any value to your buyers. They don’t care that you want to get in touch with them, especially if you haven’t already provided them with a compelling reason to do so. Thus, this should be done only when your prospect made a commitment to do something and hasn’t done it, or has gone dark. For example:

  • If they told you to reach back out in X days/weeks/months
  • If they went dark after
  • If they didn’t show up to a scheduled call
  • If they told you they needed a few days to make an internal evaluation, then went dark
  • If they committed to signing a contract and didn’t
  • If they started a product trial but you haven’t heard back on their progress

Or else, please make sure to create the email personal and valuable to the prospect.
Suggestions for common situations could be found below:

1. If they never respond: here are some suggestions you can use:

  • Send actionable advice: Your messages should provide value to your prospects. Provide them with a short piece of actionable advice
  • Point out business weaknesses: Send them a message about a weakness in their business that should be fixed, and offer assistance.
  • Describe a potential opportunity: In your research, have you identified a potential opportunity for their company? Let them know. This will help you build a relationship as a trusted advisor with them.
  • Share a relevant industry article: If you’ve found an article that’s relevant to their industry or profession, send it to them instead of saying “just checking in.”
  • Reference a relevant blog post: Have they published a new post on their blog? Read it and include a reference to it in the message you send to them. This will further solidify that you’re interested in them and their business.
  • Send them a customer story: Pass along a link to relevant press coverage of one of your highest-profile customers. This gives them an example of what’s possible with your company.
  • Bring up a common challenge your buyers face: Provide detail about a common difficulty faced by your buyers. And ask if the prospect is experiencing it.
  • Ask if they’re still interested in achieving X goal: Gauge their interest in achieving a goal you might have spoken about previously. Then provide a suggestion for how to get there.
  • Send them a blog post from your company: if your company recently published a blog post that’s relevant to the prospect, send it their way.
  • Recommend an event: If there’s an event in the prospect’s area that’s relevant to their industry or business, connect with them on that. Even if they already plan to attend, this is another way to rekindle the conversation.
  • Mention a mutual contact: you were just talking to [mutual contact], and they said such-and-such good things about the prospect and/or prospect’s company.
  • Send a breakup email: If the prospect has gone completely silent, send a break-up email to close the loop.

2. Trigger events: new promotion/campaign/launching/ updates which can benefit the customer in terms of different perspectives: finance, treatment, quality, enhancement …

3. If you lost the deal: Should we stop emailing the customer when they already found a provider? I don’t think so … Everything can be changed, keeping a relationship with a prospect has never been odd. The sent-out email could be one of the following:

  • Check how things are going a month after implementing a competitor’s product
  • Check how things are going as their contract with a competitor is winding down
  • Congratulate them on a recent company or personal announcement
  • Send along an article that reminded you of them

This can also be used as approaches for email automation to continuously bring values and know-how to the customers.