In this article, we’ll provide you with powerful examples to inspire you to come up with your own follow-up emails for any situation, starting with how to structure one.
Anatomy of a great follow-up email
Let’s jump straight into the ideal anatomy of a follow-up email.
Identify the objective
You’ve had an initial meeting with a prospect, exchanged some information – and now is the right time to send them a follow-up email.
Before you begin to craft your email, it’s essential to recognize, clarify, and understand the purpose of your message. That way, you can include a strong and relevant call-to-action (CTA) within the subject line, enticing the recipient to open your email.
Some primary objectives of a follow-up email can be:
- Exchange information. To send materials to them if they asked for additional details.
- Request a meeting. To schedule an appointment with the prospect for further discussion or to address their pain points.
- Catch up. To reconnect with a client or prospect.
- Thank you email. To show gratitude and thank the recipient for doing business with you.
Craft an appropriate opening
Your recipients receive several emails every day, so, it’s vital to identify and incorporate a common interest or personal connection in your message to help them recall the urgency of why they should open your email and respond.
Make sure you start your email with relevant context so that the recipient doesn’t deviate from the topic.
Create a convincing subject line
It’s essential to use a subject line related to your follow-up email so that the recipient gets no surprises upon opening the email. Ensure an eye-catching and compelling subject line that catches the reader’s attention, and they open the email.
4 follow-up email examples
Follow-up emails don’t have to be complicated in order to engage and resonate with the recipients.
Here are some helpful email templates and examples you can refer to when writing a follow-up message that entices the audience to take action.
JetBlue’s email highlights a creative, anniversary message that uses a milestone to provide an exceptional experience. JetBlue used a customer’s creation date to generate a customized email to let them know that they have been in contact for a year now.
Spotify’s email revolves around the recipient’s interests to provide a value-packed message. The email evokes the recipient to feel rewarded and creates a sense of exclusivity.
The email also has a CTA that encourages the reader to listen to the new song by Charles Kelley on Spotify. Again, this ensures that the user actively uses Spotify streaming services, reminding them to use the app.
Netflix frequently sends out personalized emails to its users that suggest movies or shows that align with their viewing habits. They provide a custom recommendation that helps ensure that customers maximize their subscriptions. This approach can be applied to other marketing materials as well – webinars, blog articles, eBooks, and more.
For instance, if someone downloads an eBook on guidelines for social media platforms such as Facebook, Instagram, LinkedIn, etc. You can create a workflow that triggers a follow-up email and suggests viewing their social media guide on some other platform, say SlideShare.
This follow-up email template can be used when you need to address your customers’ concerns or pain points This particular type of message tries to resolve the recipients’ problems and come up with a suitable solution.
Take these examples as inspiration to come up with your own powerful templates you can use every time. Make it a habit to follow up. You’ll see it will have a notable impact on your response rates.
Will Cannon is the founder and CEO of Signaturely. He knows a thing or two about follow up emails and loves to use them in his lead generation strategies.