In today's professional world, email has become an essential communication channel, particularly in B2B, where it plays an essential role in prospecting and building loyalty.
However, despite its effectiveness, not all emails result in an immediate response. It is therefore often necessary to follow up with a prospect or customer to maintain engagement and move the conversation forward. A well-written follow-up email can be the key to maximizing your chances of success.
This article offers you practical advice and concrete examples for writing an effective follow-up email and getting a response.
Why use a follow-up email?
Sending reminder emails is a common practice in many sectors of activity, especially in commercial procedures. A follow-up email reminds your contact of the importance of the offer or message that you previously sent. This type of email is particularly relevant for several reasons:
- Reactivate a prospect's attention : Sometimes prospects or customers don't respond right away, not out of disinterest, but because they are busy or have forgotten your proposition. A reminder email revives their attention and encourages them to take action.
- Maintain engagement : If you've already reached out to a prospect but they haven't followed up, a follow-up can be the key to getting them to respond. This can also help you better understand your expectations and adjust your proposal accordingly.
- Optimize the chances of conversion : Studies show that a simple additional reminder email can increase the response rate by around 11%. These reminders, when carried out well, keep the prospect engaged in the decision-making process.
In summary, the follow-up email is a powerful tool for continuing the dialogue, recalling a proposal or confirming an action, and it can transform a potentially lost situation into a successful opportunity.
When to send a follow-up email?
The timing of your recovery email is crucial. Too early, you may appear pressing, too late, you could lose the interest of the prospect. Here are some general rules to follow to choose the right time :
- Follow up after two to three days : Generally wait two to three days before sending a follow-up email. This ensures the recipient doesn't forget your initial message while avoiding giving them the impression that you're too pushy. This period also allows you to take into account that your interlocutor may be busy or have more pressing priorities.
- No immediate reminder : It is important not to send a reminder email the same day. This may seem rushed and may lead to feelings of harassment. The interval between messages should be strategic.
- Send a reminder after a week : If, after several days, your prospect has still not reacted, you can send a more forceful reminder, emphasizing the urgency or relevance of the offer. However, it is best not to wait more than a week without following up, otherwise the prospect may have forgotten your proposal.
How to write a follow-up email?
Writing an effective follow-up email requires a delicate approach. Here are the key elements to consider to create a message that is relevant, impactful and courteous:
1 – Contextualize the first exchange
Your follow-up email should begin by briefly recalling the situation. This will help your interlocutor remember your first interaction. For example :
- Example : “I would like to come back to you regarding our proposal sent on [date], concerning [name of product/service]. »
This sentence helps set the context and shows that you're not just sending a generic message.
2 – Explain the reason for the reminder
The objective here is to reiterate the interest of your offer, without appearing insistent. You must re-explain why your proposal is relevant and how it can be beneficial for your interlocutor.
- Example : “I am convinced that [name of product/service] could really meet your needs by [describe your prospect's problem]. We've recently added some new features that might interest you. »
In other words, you reiterate the value of your proposal and tailor it specifically to the needs of the recipient.
3 – The structure of the message
The form is as important as the substance. Here are some basic rules for structuring an effective follow-up email:
- Clear layout : A clear, well-organized message makes it easier to read. Avoid too much detail and be concise.
- Use lists : If you have to list several elements (benefits, features, etc.), choose a bulleted list so that the content is easier to read and digest.
- Call to Action (CTA) : A good follow-up email always ends with a clear call to action. For example, offer a meeting, a demonstration, or ask if the prospect would like to discuss the offer further.
- Example : “Would you be available for a short meeting to discuss the possibilities of integrating our solution into your business?” »
READ ALSO: What tone should you adopt in a B2B prospecting email?
4 – Take care of the conclusion
The conclusion should invite discussion, but in a light and friendly way. Avoid formulas that are too formal or aggressive.
- Example : “Don’t hesitate to get back to me if you have any questions, I would be happy to answer you. »
This gives a more natural and relaxed tone to your message, encouraging a response.
Examples of reminder emails
Here are some practical examples to inspire you, based on different recovery situations.
1 – Follow-up after a commercial proposal
Subject: Follow-up on our proposal – [Name of your company]
Hello [Recipient Name],
I would like to remind you about our proposal sent on [sending date]. We would be happy to discuss in more detail how [Your Business Name] can help you achieve your goals.
Remaining at your disposal for any questions or to arrange a call.
Sincerely,
[Your name]
2 – Follow-up after no response
Subject: Relaunch of our exchange – [Name of your company]
Hello [First name],
I hope you're doing well. I would like to remind you following my previous message of [date of sending]. Perhaps you haven't had the chance to consult it? I would be happy to discuss [subject of email] with you at your convenience.
Kind regards,
[Your name]
3 – Follow-up after an interview
Subject: Follow-up to our interview on [date] – [Name of your company]
Hello [First name],
Allow me to come back to you regarding our interview on [date]. I would like to know if you have had time to think about our discussion and if you need more information.
Thank you for your feedback,
[Your name]
Conclusion
Recovery emails are essential to maximize your chances of concluding a sale, maintaining a relationship with a prospect or relaunching a forgotten opportunity. By applying good timing, structure and content practices, you can create effective messages that increase your chances of success. Do not forget to personalize your reminders, recall the benefits of your offer, and adopt a courteous and engaging tone. With a little practice, you will be able to transform a revival into a real commercial opportunity.
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