You’ve crafted the perfect email that you are sure will capture the attention of your intended audience and have them asking for more information about your product. Once you send it out, you wait, and wait...and wait some more, only to discover you haven’t received a single response from your long list of contacts. Seriously? How could that be?
The truth is that getting no response is pretty typical of what you should expect from a first email. People are busy, and they rarely have time to read every email they receive—much less respond to them. So what do you do now? Give up on these leads? Definitely not. That’s a mistake too many companies make—and as a result, they are missing out on multiple sales opportunities. Read on to find out how to approach sending a follow-up email after no response.
1. Don't follow up too quickly.
The last thing you want to do is appear annoying to a recipient, so it’s important to give them a little space. No one wants to receive multiple follow-up emails from the same source over the course of only a few days. Spread out your follow-up just enough so that you stay on the recipient’s radar without bogging down their inbox. A good rule-of-thumb is to send the first follow-up email about four to five days after the original email.
2. Make sure your follow-up email is original.
A follow-up email needs to be more than just a repeat of the first email—and it definitely should not involve simply forwarding the original email. The key here is to show that this follow-up email is important enough to be personalized from you. While you may be trying to relay the same information to your audience that you sent in your first email, you can always find a different way of wording it. And ALWAYS change up the subject line. No one is going to read the same email twice.
3. Remember that very few prospects respond to the first email—or to the second, third, or even the fourth.
On average, it takes around six emails in order for the recipient to respond. So for goodness sake, don’t give up on your leads after the first, second, or third email! Keep those follow-up emails going!
4. Be conversational, not formal.
This rule actually applies to every email, not just the follow-up. Prospects are much more likely to respond to an email that sounds like you are talking with them instead of at them. Avoid a lot of sales jargon. Instead, simply write what you would say in person if you ran into them on the street. A good exercise to do before you send out a follow-up email is to read it out loud. If anything sounds unnatural to you when you read it out loud, then rethink your wording and try to make it sound a little more natural.
5. Keep it concise.
Think about the emails you actually take the time to read—they aren’t the long ones. No one has time for those. If your follow-up email is longer than five sentences, then it’s too long. Shorten it as much as you can. Instead of including a bunch of information in the email, direct the recipient to your website, blog, or some other link to learn more about your offerings.
6. Include an easy “call to action.”
While the call to action is vital in your follow-up email, the simplicity of that action is also important. Do you want the prospect to schedule a phone call with you? Invite them click on your calendar link to schedule 15 minutes or less of their time. Would you prefer that the prospect respond to your email to show interest? Ask them to simply reply “yes” to show they would like additional information.
The Bottom Line
Sending a follow-up email after no response is not only important, it’s non-negotiable. If you don’t follow up with a lead, your competition will—and as a result, they will be the one that gets the sale. One of the best ways to ensure you never give up on your leads is to implement an automated email system. Funnelfly can simplify and streamline the follow-up process using automated software that keeps you engaged with both leads and customers. It’s the email drip campaign platform created by startup founders specifically for startups and other small businesses.