As every exhibitor knows, there are three stages to every trade show, the pre-show, during the show, and the post show stage. Many often underestimate the potential or significance of the post-show stage, but that is often the real deal. After you’re done showcasing your company’s prowess through the flashy exhibits, it is the post show analysis that will actually tell you if your event was successful. And, one of the most important aspects of the post-show stage is the follow-up mail to every lead, the most crucial step to lead conversion. Thus, here are a few things to remember when you write follow-up mails: –
- Make it easy for them to respond – Make sure your subject line and call to action are as specific as possible. The more emails your prospect receives every day, the less likely they are to read each one. If you send them a wall of text with no clear direction, they aren’t likely to reply. If you want them to take a certain action – tell them!
- Don’t flag your email as high priority – No matter what you’re selling, your follow-up message is probably not a matter of life and death. Rather than ensuring it gets read, marking a sales email as urgent comes off as arrogant and could get your message deleted. If you really want to stand out in your contact’s inbox, take the time to write a relevant, punchy, personalized subject line.
- Be respectful of their time – Give prospect’s a reasonable window of time before sending a follow-up message. Even if you have to follow-up five times (as is required by most sales!), you can avoid spamming your prospect by spacing them out appropriately. Sending a follow-up email too soon tells the recipient you don’t respect their busy schedule.
- Timing is everything – If you’re not concerned about getting the timing right, you’re following up wrong. Exactly when you send a hit (or schedule your emails to send it) is one of the most important aspects of an effective follow-up. So, here’s the big question: how long should you wait before sending a follow-up email? The bad news is that there’s no easy answer. The best times and days to send an email vary greatly depending on who you’re contacting. The good news is that, in most cases, you can confidently follow-up every three to four days without making your prospect feel overwhelmed