Everyone wants more leads. No surprise there. But by now, you know that just having leads isn’t enough. Like everything else in business, moving leads through your sales funnel requires you to build a relationship with each and every one of them, which can only happen when you actually follow up with your leads. Now, truth be told, a follow-up email by its very nature is inherently intrusive. You are reaching out to a lead—again—in an effort to start a conversation or to rekindle one they may have responded to earlier.
Follow-up email is important to stay in front of leads and keep your brand top-of-mind, which is why it’s also important that you take extra care to be polite and professional in your communication. Recipients are much more likely to respond to an email that emits thought and kindness. Whether you are sharing information, explaining how something works, introducing something new, reintroducing yourself, or simply trying to motivate your lead to act, you must find every way to be polite. The best follow-up emails are those that perfectly balance information with courtesy. Cordial communication ingratiates yourself to your leads so as to facilitate a candid, open dialogue.
Check out the polite follow-up email sample below. It’s written to share information, of course, but it does so in a way that is unassuming and genuine. After all, when you are showing up in someone’s inbox without an invitation, it’s best to do so in a way that makes them feel their time was well spent.
This email is short and to the point, yet consistently reads as a kind invitation to reconnect. It’s written in such a way as to let the lead know they made an impression on you, not to see if you made an impact on them. You are not on a fact-finding mission with this type of email. A polite follow-up email needs to approach the reader with a gentle appreciation for their time, a gentle reminder of what your company can do for them, and an even gentler ask. There is no heavy salesmanship involved—just one person expressing appreciation, showing an understanding of the other’s situation, and revealing an interest in connecting further.
The Bottom Line
When writing polite follow-up email, quality always outweighs quantity. Temper your language and write it as though you were speaking with a friend. You want your email to come off as conversational without pandering for a sale. Keep in mind that your leads can only move so far in the buyer’s journey with each email you send, so don't try to accomplish everything at once. If you’re looking for more help in this area, Funnelfly is an automated platform that offers follow-up emails that are specifically crafted to politely turn conversations into conversions.