March 22, 2024

Effective Strategies for Crafting a Follow Up Email to Your Potential Client

Pollen Team
Learn the best practices for creating a follow-up email to engage potential clients and increase conversion rates. This article provides effective strategies and tips to craft a compelling and personalized follow-up email that will help you stand out from the competition.
Effective Strategies for Crafting a Follow Up Email to Your Potential Client

Table of contents

In the world of business, communication is key. One of the most crucial aspects of this communication involves following up with potential clients. This might seem like a simple task, but it actually requires a significant amount of thought and strategy. Today, we'll focus on one key strategy: sending a follow up email to a potential client.

Crafting the perfect subject line

When sending a follow up email to a potential client, the subject line could be the difference between a response and being ignored. Your subject line should be compelling, concise, and clear. Here are a few guidelines to help you create the perfect subject line:

  1. Keep it Short and Sweet: An ideal subject line is between 6-10 words. You want to pique your client's interest without overwhelming them with information. For example, instead of "Following up on our meeting regarding the XYZ project", try "XYZ Project: Quick Follow Up".
  2. Avoid Spammy Language: Words like 'free', 'act now', or 'urgent' can trigger spam filters, causing your email to end up in your client's junk folder. Stick to professional, non-spammy language.
  3. Personalize Where Possible: If you can include the client's name or a reference to your previous interaction, do so. This makes the email feel more personalized and less like a mass message.
  4. Convey Value: Let the client know what's in it for them. A subject line like "Clarifying your questions on the ABC proposal" indicates that you're providing answers to their questions, which is valuable to them.

Remember, the subject line is your client's first impression of your email, so take the time to craft it carefully. With a compelling subject line, you're one step closer to a successful follow up.

Just like Pollen states, writing a follow-up email is more of an art than a science. It’s about finding the right balance between being assertive and respectful. In addition to the tips above, Hubspot provides 16 templates for crafting the perfect sales follow-up email that you can use as a starting point.

As you continue the process of sending a follow up email to a potential client, remember that the perfect subject line is just the first step. In our next section, we'll discuss the importance of timing your follow-up email. Stay tuned!

Timing your follow-up email

After crafting the perfect subject line, the next step in sending a follow up email to a potential client is deciding when to send it. It's like sending an invitation to a party — timing is everything. Too early and it might get lost in the shuffle, too late and they might have other plans.

The 48-hour Rule: Generally, it's a good practice to send a follow-up email within 48 hours of your last interaction. This keeps the conversation fresh in the client's mind and shows them you're actively interested in their business. However, the 48-hour rule isn't set in stone. The timing can depend on the nature of your business and the client's needs.

Avoid Weekends and Holidays: As much as possible, send your follow-up emails during the workweek. Emails sent on weekends or holidays are likely to get buried under a heap of other emails by the time the recipient gets back to work.

Consider the Client's Time Zone: If your potential client is located in a different time zone, make sure to send your email at a time that would be convenient for them, not you.

Use Email Tracking Tools: There are several tools available that allow you to see when your emails are opened. This can help you understand the best times to send emails to specific clients.

According to Content Snare, timing is one of the 5 key elements to consider when writing follow-up emails to clients. And if you're looking for some real-world examples, Flowrite offers 10 examples of how to write a follow-up email to a client, including tips on timing.

Remember, there's no one-size-fits-all when it comes to timing your follow-up emails. The key is to be attentive, respectful, and adaptable to your client's needs and schedule. In the next section, we'll delve into structuring your follow-up email. This is where you'll bring your subject line and timing together with engaging content to create an effective follow-up email.

Structuring your follow-up email

So, you've nailed the subject line and timed your email just right. Now, let's talk about the meat and potatoes of sending a follow up email to a potential client — the structure.

Start with a Friendly Greeting: Begin your email on a positive note. A simple "Hello [Client's Name]," will do the trick.

Recap the Previous Conversation: Briefly mention the key points of your last interaction. This helps the client recall your previous conversation and sets the context for your follow-up.

Provide Value: Don't make the email all about you, instead focus on how you can help solve the client’s problem. This could be sharing an insightful article, offering a free consultation, or providing a solution to a challenge they mentioned during your last conversation.

Call to Action (CTA): What do you want the recipient to do after reading your email? Whether it's scheduling a call, giving feedback, or answering a question, clearly state your CTA.

Sign Off Professionally: Thank the recipient for their time, include your contact information, and end with a professional sign-off like "Best," or "Kind Regards."

This structure can be tweaked as needed, but it provides a solid foundation for crafting a follow-up email that's efficient, respectful, and effective. Pollen offers more insights into composing follow-up emails in the freelancing world, while SuperOffice provides research-backed tips to further enhance your email writing skills.

Lastly, always remember to proofread your email before sending it. In our next section, we'll discuss how to polish and proofread your follow-up email to ensure it's error-free and ready to impress.

Polishing and proofreading your email

Now that you've mastered the art of structuring your follow-up email, it's time to put on the finishing touches. Like a painter adding the final brush strokes to a masterpiece, polishing and proofreading your email ensures it's ready for the world—or in this case, your potential client.

Check for Clarity: Is your email easy to understand? Ensure your message is clear and your call to action is unambiguous. If you're uncertain, step away for a bit and revisit it with fresh eyes.

Use Tools: Make use of digital tools like Grammarly or Hemingway Editor to catch any spelling, grammar, or punctuation errors. These tools can also help you simplify complex sentences and eliminate excessive jargon.

Be Consistent: Pay attention to formatting consistency. If you're using bullet points in one section, stick to that format. Similarly, be consistent with your use of fonts and colors.

Read Aloud: Sometimes, reading your email aloud can help you identify awkward phrasing or long-winded sentences. If it doesn't flow naturally when you read it, it won't for your client either.

Ask for Feedback: Don't hesitate to seek a second opinion. Ask a trusted colleague to review your email. They might spot something you've overlooked.

Remember, your email is a reflection of you and your professionalism. HubSpot offers a range of templates you can use as a starting point for your follow-up emails. Meanwhile, Flowrite shares several examples of how to write an effective follow-up email to a client.

In the end, sending a follow up email to a potential client is all about striking the right balance between persistence and respect. So, take your time, proofread thoroughly, and make every email a testament to your dedication and professionalism.

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