The Art of Follow up Emails That Convert
Nov 4, 2018
The Art of Follow up Emails That Convert

This article is based on the following elements:

  • How follow-up emails work
  • Kinds of follow-up emails
  • Basic elements of effective follow-ups

Suppose you are selling a service and a proper consultation is done. Now you are sure that customer will further continue with your services. Then exactly at the final moment, you stop hearing from the customer. This is where follow-up emails could help you.

The basic purpose of it is to engage with potential customers. Suppose there is a free trial offered to the customers, so you need to keep the follow-up to persuade customers to continue or buy that particular service.

It is important to retain your visitors and turn them into potential customers. According to SaaS Company, the rate of convergence of free trial users to customers is usually 0.6% to 1.2%.

Your follow up emails should be able to convert at least 10% of the visitors to customers. To do so, there are certain things to be considered. First of all, you need to understand what kind of emails and how many should be sent to bring in the customers.

Kinds of Follow up Emails to be Sent

1. Free Trial Extension:

Make an offer so they cannot refuse and willingly buy your services. Some of the users will only test your free trial for a few days and buy it. Others might use the whole period of trial before buying the services. While there are a group of people, who would still be in a state of confusion even after the free trial ends.

For customers like these, keep them engaged for a little more time. And the best way to do is to offer them a free trial extension. Extend their free trial by a few days or week. This would help in persuading them to pay for the services for future use.

2. Training the Users about The Product

The main purpose of these follow-ups is to keep reminding the user about the product or service you are selling. An important follow up to be sent is train users about the product or service.

It is an educational kind of email that would help the users to explore more about the product or service. See what they have been trying to get out of the product or service and send a step by step guide regarding it.

3. Discount Offer

Often the product is rejected by potential customers just because they think it is expensive. The users might be interested in your product but it could be out of their budget.

This is the time to make a discount offer. Do not matter how much discounts you are offering but it always gives customers a second thought to buy it.

It is a great way to bring in paid customers, but it could be less effective in retaining them. As discounts are not for always, ending it might lead your users discontinuing the service usage.

4. Call to Action

If the customers are not getting on the track you want them to follow, provide an alternative. When customers are not responding as desired, it’s time for CTA and takes them toward blog subscription or offers them to download a free guide. This would let you stay connected to the customer.

5. Share Success Stories

It is always effective to let your free trial users know how your service transformed the lives of others. Share reviews or experiences of your previous customers who fully enjoyed your service. Follow up to the new potential customers will help them in getting inspired and convinced towards buying it. This is kind of an emotional attack.

6. Account Suspension Telling about Free Trial Ending

There comes a time when all doors are closed from the user’s end. After all the efforts, if the user still has not shown any sign of buying your product, it is the time to send an email telling about the end of service.

It is not wise to warn them about the deletion of data, rather hibernate their accounts. Free trial might be ending, but offer access to data whenever the user is ready for the paid services. This would help you built relationship confidence and you can still reengage. Ending relations on good terms is always a preferred option.

7. Ask For Feedback From Users

When all is done and dusted and users and the service provider have decided to part ways, it is the time to ask for the feedback. It is the last of the follow-up the chain you have sent over the period of time.

Ask your users to leave feedback regarding their experience while using the free trial. This would help you know about what users want and where you are lacking as a service provider.

Things to Remember When Sending Follow Ups

When sending the Follow-ups, there are certain things to be kept in mind. To makeyourfollow up effective, you need to be focused on minute mistakes.

  • Remember to make your emails personalized. Make customer believe you wrote this only for him.
  • See if there are any grammatical errors or not. This might not seem a big issue, but professionalism demands such care. Follow-ups should be presentable as the reader might lose interest because of language problems.
  • Long emails can frustrate the users. They would never bother to read them or will leave in between. It is better to make them precise and effective.
  • Emails often lack clear Call-to-Action. Make your point of follow up very clear to the customer. Do not let them assume what you are trying to say, rather make you are following up the objective.
  • Keep track of whether your emails are read and responded or not. Also, check if the link (if any) you provided in the email is opened or

It is not possible to convert your every user into a customer. Do not bombard your users with follow-ups that they get annoyed. A decent number of engaging emails are enough to persuade users to convert.

Follow up emails should be helpful for the customer rather than a sign of burden or annoyance. Even if you fail to convert many of users, always learn something out of your every user and keep improving your follow-ups.

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