7 Points for a Follow up Email

7 Points for a Follow up Email


By: Matt Bacak

A follow up email is very important because it helps you foster a better rapport with the respondents. This can then lead to more sales, more traffic, more suggestions etc. There are a few guidelines that you should follow in order to make each follow up email very effective. They include:

1.     Capture attention

You have to think of creative headlines and opening paragraphs to convince people to open any follow up email you write. One of the best ways to do this is to add the person’s name in the title and in the text. Come up with a few ideas and test them all to find out the most effective ones.

2.   Create curiosity

Find a way for people to want to find out what is contained in your follow up email. This can be done by creating mystery in the title and opening paragraph. For instance, you can put your title in question form and make people search for an answer in the body. You also have to show them how they stand to gain from your follow up email. You could tell your respondents how the product is not for everyone, what it is not, etc.

 3.    Tell a story

Formatting your follow up email into a story form will break down people’s barriers to being sold to, capture their attention and therefore give you a platform on which to pitch your product. You also have to make respondents identify with the story line for maximum effect. For instance, if your follow up email is about driving, you could make a story with a title ‘do you make these driving mistakes?’ and follow it up with a short story.

4.     Dispense useful information

Your follow up email should show respondents how they could use your product to solve any problems they have. This will further help in convincing them to buy your product. Your follow up email should also contain detailed directions on how to solve a particular problem with your product. Each follow up email may also contain a link to free e-courses and webinars that educate your readers on how to get the most out of your product or service.

5.     Create trust

Each follow up email should be crafted to increase the level of trust your respondents have in you. Once respondents know that you want to help them and not just make money from them, they start paying attention to each follow up email you send out. They also convert more readily. A good way to improve trust is dishing out a lot of free and useful information about the subject matter. For instance, if your follow up email is about building furniture, you can add information about where to get the best raw materials at the lowest price. When creating trust in your follow up email, you could add some negative aspects of your product and take a soft sell approach.

6.     Add facts to claims

If you are pitching a product in your follow up email, you should make claims and back them up with facts. This will allow your respondents to believe your claims. These facts can be in the form of customer testimonials, figures, video etc.

7.     Create scarcity

Your follow up email should prompt respondents to buy your product as soon as possible. You can do this by offering time limited bonuses, discounts, special offers etc. You should also explain the reason as to why you are doing this to your respondents.


In a nutshell, taking time to think of an effective follow up email series will go a long way in increasing sales, website traffic and rapport with your respondents.

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