5 Tips for E-mail Follow-up

Do you follow up on your sales via e-mail? I recently had an unresolved issue with a software product.  Weeks of resolution attempts and I was so frustrated to the point of shopping for a replacement.  Being in sales and CRM, I admit I am both impressed and occasionally frustrated with sales people and their e-mail follow-up strategies.

Here are 5 tips for e-mail follow up success:

• Be timely – There is a nuance. Don’t pounce on your prospective buyer, but also don’t let the trail go cold.  Make sure your e-mail hits their inbox while they still remember who you are and what you were discussing.  This can depend on what your selling and the sales cycle.  A good rule of thumb is 30 min to an hour from your initial call and your “thanks for your interest” message.Use the first e-mail as an opportunity to set expectations.  Thank them for their time and their interest, and restate what the proposal or next steps include and when they will receive that.
• Be persistent – Don’t e-mail in rapid-fire succession – sales should be more sharp shooter than machine gun. Give the client or prospect a little room to breathe and digest, but stay diligent.
  Be aware of the line between persistent and annoying.  Don’t e-mail every day.  Also take care not to e-mail at the same time, or on the same day of the week every time.
• Be polite – Remember to say please and thank you. Have the courtesy to respect the prospect’s wishes.  If you are asked to cease and desist with your e-mail sales tactics, stop.  Thank them for their time, ask them to please keep you in mind should their needs circle back to what you offer, and leave them with a best way to reach you.
• Be creative –Try to stand out from the crowd. This is an actual e-mail I received from a product vendor.  It was about the 5^th e-mail he sent me, following up on a software trial for which I registered.  Come on, who can resist a puppy?
  I did resist the purchase, but responded.  If it’s brand appropriate, throw a puppy at ‘em.And if you want to further ensure a response, end your e-mail with a creative question.  It’s human nature to want to respond.  Make sure it’s one your recipient will want and be comfortable answering, “Were you able to open the PDF I attached?”, “Did the trial software install ok?”, or something personal you gleaned from your conversation, “how was the weather on your trip?”.                             
• Be Kenny Rogers – In other words, know when to fold ‘em.  Know when to walk away.  You get the meaning.  Find the right balance of thorough, persistent follow up without crossing into the land of sales stalking.

The key to effective e-mail follow up is in the timing and the message.  Remember, stand out from your competition.