Cold email is an effective way to acquire new potential customers and keep in touch with leads, but the first email is rarely answered.
Follow-up emails have a huge impact on the sales themselves. In fact, converting a lead requires at least five follow-ups after the first contact. Creating and implementing a follow-up plan is therefore crucial to improving success rates.
Try different shapes and Formats
If email doesn't work, try another platform. Prospects may be more responsive to a LinkedIn message, phone calls, or even a direct message through a platform they frequently use.
You can follow up by using different kinds of platforms such as:
Email threads: Reply to your original email so the recipient can easily follow the conversation.
LinkedIn: Send a connection request or direct message referring to your email.
Call or send a voice message: For the most important leads, picking up the phone can sometimes make a difference.
Use social proof to build credibility
Using recommendations in your follow-up email will likely increase your credibility and trust. By emphasizing that your other customers trust you and your service, of course you increase your credibility in the eyes of new leads and thus facilitate the decision-making process of leads.
Create a sequence and automate
Instead of sending tracking information manually, use an automated email series tool to stay organized and make your day easier. With tools like MailMoon or other CRMs, you can schedule and explore tracking analytics.
Know when to let go
It is important to respect your potential customers' time. If you've sent 4-6 follow-up messages without a response, it may be time to move on. Finish with a polite closing email that leaves the door open for future contact.
Steps for follow-up emails
First Follow-Up (2 Days Later)
Subject: Just following up on my last email
Hi [Name],
I wanted to follow up on the email I sent a couple of days ago about [specific problem or solution]. I’d love to learn more about your goals around [topic] and share how [your company] can help.
Would you have 15 minutes for a quick chat this week?
Best regards,
[Your Name]
Value-Add Follow-Up (4 Days Later)
Subject: A quick resource for you
Hi [Name],
I came across this [case study/blog/resource] that I thought you’d find useful given our last conversation about [topic].
Here’s the link: [Insert Link]
Let me know if you’d like to dive deeper into how we can help with [specific goal].
Best regards,
[Your Name]
Final Follow-Up (After 4–6 Attempts)
Subject: Should I close the loop?
Hi [Name],
I haven’t heard back from you and completely understand if now isn’t the right time. Let me know if anything changes or if you’d like to revisit this conversation later.
Wishing you all the best!
Best regards,
[Your Name]
Conclusion
Cold email tracking can separate an unanswered email from a new customer. With the right timing, personalization and persistence, you can significantly improve your chances of reaching potential customers.
