Human email (cont’d) t Based t elopmen v oun c c art 9 A f P The WHERE oSales De Follow-up emails When the first email doesn’t get a response you need some good follow-ups. If the first email wasn’t opened at all, you might No guilt trips – don’t try to shame the prospect try re-sending it with a new subject line. The into replying. Just get to the point (a new point). prospect won’t know it’s a repeat and the new subject line may do the trick. Referring back can work – a quick reference to past attempts is fine (without the guilt). “Just If that’s not an option, you need a well-crafted bumping this to the top of your inbox…” is a way follow up (most likely a series of follow-ups). to recognize that the prospect is busy without harassing. “I’ve tried you three times…” is just Follow-up tips annoying and highlights your failures. Try a different angle – the first one didn’t resonate, so pick a new issue or entry point. Use your research – refer to a recent blog post If you tried a pain point, start with a case study or relevant news item. Make it timely and this time. Have the email come from a different connect it to the prospect directly. person in your organization. Change the tone. Mix it up. Always offer value – emails that say “just following up” or “just checking in” are annoying and offer no benefit to the recipient. 71