Have you seen low response rates for your email outreach campaign?
You may be missing out on your email following-up strategy.
Don’t under-estimate the power of a follow-up.
In fact, a follow-up is the most important email in your whole campaign:
- People seldom feel like acting after the first touchpoint. In fact, as many as 80% of deals require at least five touches before closing. Admittedly, not all of those touches are emails, but your email outreach should be at least two of those five touchpoints.
- You have a 21% chance of receiving a reply to your second email if you don’t get a response to your first one. This is a 20% chance successful deal lost if you never send that follow-up.
I personally enjoy working on follow-ups, much more than working on an initial email. There’s that freedom of “nothing to lose” that allows for some flexibility and creativity.
Hey, your contact has already failed to reply. What can be worse, right?
This is a good time to put something irresistible together
1. Add a Personalized Image
I’ve been into marketing for ages, and yet somehow I had no idea you can send out personalized images to your contact list. We know pictures work wonders for engagement, but how about personalized pictures? They must be even more effective!
There are quite a few services allowing you to do that. Those include Lemlist, Picsnippets and Hyperise. And all of those are pretty easy to use. You pick your image, select which part you want to include your dynamically generated merge tags, and the platform creates a new image for each of your emails.
The three tools may have different personalization capabilities, with Hyperise offering the widest range of those. You can personalize your follow-up image with the following data points:
- First and/or last name
- Company name
- Company phone
- Company’s logo
- City and/or state of the company, etc.
2. Embed a Video
We all know that the mere presence of
in the subject line is supposed to boost the open rate. Yet, I usually feel weary of embedding a video at the first touch point.
Well, a follow-up template is perfect for that.
Not only may it increase engagement rate, a well-done video may get your contact curious / motivated / inspired enough for them to actually act upon that email request.
You can put together captivating videos using Renderforest video creator which is quite easy to figure out and is incredibly affordable. You can also experiment with video types until you find one that seems to work best. Renderforest offers educational videos, video trailers, whiteboard videos, animated videos, etc.
Finally, in addition to using your clients’ video reviews as standalone content, you can also add them to the existing content on your blog. For instance, you can increase the credibility of all your blog posts that talk about your products or services by updating them with relevant video testimonials. Such testimonials will help your potential clients understand better what clients love about your product and persuade them to give it a try.
3. Add an Animated GIF
Email marketers have long been using animated GIF to create more efficient emails.
Like with videos, I am not a fan of adding GIFs in the first email for fear of low deliverability. Yet, they make perfect sense in follow-up emails where you need to reinforce your message.
Unlike videos, GIFs may turn annoying for older generations, so keep in mind your target demographic.
Giphy is a great source of animated GIFs to use in follow-up emails. For some seasonal inspiration, here’s a nice collection of Christmas graphics (many of those are animated) you can use in your emails.
4. Add a Countdown Timers
Ok, you cannot overuse this one not to sound too desperate, but in some cases it makes perfect sense.
If you are inviting your contacts to an event or generating some coverage for a newsworthy content asset, using a countdown in an email makes perfect sense!
5. Start with a Question
Questions trigger a natural instinct in human beings that urges them to make a stop and start trying to find an answer.
This makes asking questions a perfect email following-up strategy.
There are quite a few tools letting you identify popular niche questions. To get you started, try using Text Optimizer’s “Content Ideas” section that helps you identify semantically related questions to any search query.
The cool thing about using that tool is that it helps you understand thematic associations with your topic.
Bonus: Match Your Email Campaign to Your Landing Page
Finally, to boost your campaign performance, always create a personalized landing page which would reinforce your message in the follow-up. I have already mentioned using the same countdown timer on your page. But you can do much more than that.
You can customize your site visitors’ experience based on which of your emails drove them to your site. You can re-use the same video or GIF if they are coming from your follow-up email (versus your first email) and this will help them feel more at-home.
Finteza is a web analytics suit that will help you set a personalization campaign for your follow-up email referral traffic. Simply set up a tracked event and then create a new campaign to serve those visitors some memorable elements from your email:
Following up can also be really fun! I don’t send more than 3 follow-ups though, especially when it’s a cold email outreach. I personally was a target of 5-6 follow-ups which were sent three days apart which left me screaming in anger. Depending on your campaign, you may send more follow-ups but beware of getting too aggressive. Good luck!