A follow-up email is an email or sequence of emails sent responding to actions of subscribers. It stimulates them to choose a paid plan instead of a free trial, set up a meeting for B2B, leave feedback, buy another product on an e-commerce website, etc.

Why is follow-up email important

  • Increases conversion. There are many reasons for the recipients not to open an email. People can be busy, or your email can be lost in the inbox among hundreds of others. A follow-up email is rather a persevering way to add value and to assist them on every step of the buyer journey.
  • Builds trustful relationships. With follow-up emails, you don’t just send one cold email hoping that people will take action, but you work hard to put your business in front of them. Follow-up emails show that you care if your brand stands by a customer-centered approach. It’s a primary condition to make follow-up emails work for the sake of both customers and brands.
  • Filters the audience. There is no way you will convert people, who are indifferent from the beginning. Perhaps they’ve subscribed expecting to have something for free. Follow-up emails sift the engaged audience from the users that will never communicate with your brand.
  • Automates email marketing. Sending follow-up emails is an automated process with SendPulse. You can once set up a sequence of follow-up emails to cover a particular scenario. After that, follow-up emails will work without your participation.

Types of follow-up email

Free trial follow-up

Some SaaS companies offer a free trial, letting the potential customers try out the value of the product. The main purpose of this type of follow-up email is to encourage customers to become a paid customer.

Free trial follow-up email asks for feedback about the product, gives some tips on how to use it to achieve more significant results. And at last, it provides a hint that a user will get more tools in the arsenal within a paid plan.

Lead magnet opt-in follow-up

People subscribe and leave their email addresses in exchange for a specific reward mentioned in a subscription form. As a second step of double opt-in, subscribers move to their email inbox to confirm the subscription.

In case something interrupted the process, and the potential client left everything half-way, lead magnet opt-in follow-up reminds to finish the subscription. Such email shows the value a recipient can get after the subscription.

Product sale follow-up

The best practice in marketing is turning a one-time consumer into a loyal client. Product sale follow-up email aims to add more value to the previous purchase.

After the sale happened, ask the customers about the experience in using the item or service they bought, suggest buying some additional products. In a follow-up email, you can propose discounts for the products that enrich the original purchase.

When to send a follow-up email

There is no particular time which is best for sending follow-up emails. If you send emails at 3 pm, many people from your audience are probably busy. So it would be a good idea to send the next follow-up email in the evening. In case it doesn’t work too, try sending an email in the morning.

Follow-up emails enable to try different variants until there’s an action from a subscriber. It doesn’t matter whether it’s a “yes” — an open, a clickthrough, forwarding, or a ”no” — unsubscribing.

How to write a marketing follow-up email

Three main points that differentiate a follow-up email from any other email campaign are:

  1. It’s a set of emails sent with a particular frequency. A follow-up email is a sequence of emails. It is crucial to send them not too often to avoid irritating a user, but at the same time not too seldom, to keep holding the attention. You need to determine the frequency which allows putting your business in front of a customer, though, not too intensive.
  2. It has the same incentive in different forms. Make the structure of every next follow-up email different from the previous one, but deliver the same idea and value. Describe the particular benefits in various forms.
  3. It should be brief. Unlike email newsletters, basically unlimited in length, follow-up emails should be concise and straightforward. It’s necessary to be simple and transparent, especially in B2B communication, where the main idea is to contact a decision-maker.

How to create a follow-up email

Imagine you run an online music shop, and your subscriber has purchased a guitar. You plan to cross-sell a new package of strings, a tuner, and a guitar amplifier. With SendPulse Automation360, you can create a sequence of product sale follow-up emails to complete this task.

Step 1: Create an automation flow

Type in the Automation name. Choose the email sender address and write the sender’s name. Decide upon the day and time to send.

Step 2: Set up the start of the flow

Click the element “Flow start” and set it up on the right-hand side. Select the event which brings this automation to life. The events are “Add Subscriber,” “Special date,” “Contact webhook,” “Change variable,” or any custom event that you can create in the Event Manager.

Email flow start

Step 3: Create the first follow-up email

Drag the “Email” element from the left-hand side and drop it under the “Flow start.” Select the sending time — 5 days after the flow starts in this case, type in the subject line, and add an email template.

In this follow-up email, ask if everything is okay with the purchase and kindly suggest buying a package of strings with slightly different, more “garage” sound for the emergency case.

The first follow-up email

Step 4: Continue with the second follow-up

Add another “Email” element repeating actions from the previous step. Give the recipients more time for the second follow-up.

Seven days after the previous email is okay to suggest buying a tuner. Perhaps the customer is an amateur, or his tuner doesn’t work. It’s high time for your shop to cross-sell.

The second follow-up email

Step 5: Get back with the third follow-up email

Repeat the actions from two previous steps.

Send this email about a month after the purchase. This time offer something huge, like a guitar amplifier, for instance.

The third follow-up email

Follow-up email best practices

  • Set up automation. It is hardly even possible to create follow-up emails manually. You need to make sense of automation because it’s a vast source for improving the buyer experience for your audience, and your potential revenue, as well.
  • Use segmentation. This email marketing tool allows making follow-up emails more personalized and relevant. You need to segment your mailing lists and use segments for creating the follow-up email sequence.
  • Create engaging subject lines. The subject line is a critical factor when people decide whether to open a follow-up email or not. Make your subject lines relevant, and the recipients will understand what benefits wait for them in the email.
  • Pick up the right frequency. The best frequency is descending. Send every next follow-up email in the sequence within a more extended period. Otherwise, your email marketing will look too intensive.
  • Request feedback. The first follow up email in the row may ask for feedback. Ask the customers if they like the product or service. Find out if there’s anything you could help them with. It’s a good approach for building trust with your audience. All in all, everyone likes to be cared about.
  • Make your message brief. A follow-up email is a flexible instrument for convincing. It looks like an insignificant message, but the amount of value it provides is a good motivation for people to become more loyal and highly-engaged.
  • Offer relevant products and services. Make sure that your proposals are what people need. A follow-up email is not about forcing people to take action — it’s about bringing so much value that it’s hard to resist.
  • Take a customer-oriented approach. Summing up the best practices above, the most authentic way to build mutually successful relationships with your audience is to make your customers and their needs the core element of your business.

Follow-up email examples

Netflix. It is an example of a lead magnet opt-in follow-up. The lead magnet is a one-month free trial.

Follow-up email

Grammarly. Very persuasive and well-performed free trial follow-up email. The value provided in these emails is massive.

Follow-up email

Wobbo. This follow-up email is a desperate cry! Little Wobbo asks to finish what was once started.

Follow-up email

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