How to effectively write a follow-up sequence is a question that echoes in the minds of sales professionals across industries.
In this article, we will learn how to craft strategic, value-packed messages that pique the interest of prospects and move them further down the sales funnel.
From first contact to final outreach, learn the strategies that elevate the follow-up process from mere repetition to a refined form of art.
TABLE OF CONTENTS
– The ideal cold email pipeline
– – 1) An initial cold email
– – 2) A quick check-in email after 48 hours
– – 3) A value-added email after 48 hours
– – 4) Offer/discount/early bird, etc. after 24 hours
– – 5) Funny/humorous email after 48 hours
– – 6) Final follow-up email after 48 hours
– Follow-up sequences that works
– Conclusions
The ideal cold email pipeline
A cold email pipeline is a structured and systematic sequence of email communications designed to initiate and nurture relationships with prospects who have not previously engaged with your company.
This strategic approach aims to convert cold leads, individuals who may be unfamiliar with your products or services, into warm leads who are more receptive to your offerings.
The cold email pipeline typically consists of several stages, each with a specific purpose and timing. These stages often include:
- An initial cold email
- A quick check-in email after 48 hours
- A value-added email after 48 hours
- Offer/discount/early bird, etc. after 24 hours
- Funny/humorous email after 48 hours
- Final follow-up email after 48 hours
We explain each stage below.
1. Initial Cold Email
The main goal is to make a strong first impression and introduce your company, product or service without resorting to hard-sell tactics.
Write a concise and compelling message that outlines the value proposition and encourages further engagement. Also, personalize the message by highlighting how your solution addresses their specific needs.
Remember, the key is to pique curiosity, not list features.
2. Quick Checking-In Email (After 48 hours)
The main goal is to follow up promptly on the initial email to gauge interest. For example, a simple “Just checking in…” or “Did you get a chance to see my email?” can be enough to revive the conversation.
Write a short, friendly message asking for feedback or expressing interest in the prospect’s thoughts on your initial communication.
3. Value Addition Email (After 48 hours)
The goal is to provide additional information or value to demonstrate expertise and build trust. But show, don’t just tell!
Share compelling case studies, customer testimonials, or offer valuable resources such as free assessments or informative blog posts to you demonstrate the true value of your offering.
4) Offer/Discount/Early Bird (After 24 hours)
Introduce a compelling offer or incentive to create urgency. Provide details about a limited-time discount, exclusive early-bird offer, or other incentive to encourage the prospect to take action.
5) Funny/Humorous Email (After 48 hours)
The goal is to add a touch of humor to stand out and humanize the communication. A witty subject line, a funny meme, or a playful “Are you breaking up with us?” can break through inbox fatigue and pique their curiosity.
Just remember to keep it relevant and avoid off-color jokes.
6) Last Follow-Up Email (After 48 hours)
End the sequence gracefully and leave the door open for future engagement. Don’t disappear after your playful interlude.
This is where you reiterate your value and offer in a concise, respectful way, letting them know you’re still there and giving them an easy way to reach out when they’re ready.
This pipeline is a framework, not a rigid script. Experiment, tailor your content to your audience, and most importantly, be persistent.
Effective follow-up sequences
Follow-up is nothing short of an art. Typically, salespeople give up after 4 follow-ups, but in our experience, 80% of sales happen after 5 or more follow-ups.
So we give you a complete 6 follow-up sequence, proven in a Software as a Service (SaaS) industry.
| STAGE | CONTENT |
| 1. Initial Cold Email |
Subject: Transforming Your Workflow with [Your Software] Hi [Prospect’s Name], I trust this email finds you well. I’m reaching out because I’ve been impressed by [Prospect’s Company]’s commitment to innovation. Our cutting-edge [Your Software] is designed to optimize workflows and drive efficiency, a goal I believe aligns with your company’s objectives. Would you be open to a brief call this week to discuss how [Your Software] can streamline [Specific Processes] at [Prospect’s Company]? Best Regards, [Your Name] |
| 2. Quick Checking-In Email (After 48 hours) |
Subject: Quick Follow-Up: Your Thoughts on [Your Software] Hi [Prospect’s Name], I hope you had a chance to review my previous email. I’m eager to hear your thoughts on how [Your Software] might fit into your team’s workflow. Do you have a moment this week for a quick call? I’m confident that discussing your specific needs will showcase the immense value [Your Software] brings to companies like yours. Looking forward to connecting, [Your Name] |
| 3. Value Addition Email (After 48 hours) |
Subject: Unlocking Potential: Success Stories with [Your Software] Hi [Prospect’s Name], I appreciate your time so far. To provide more insight into how [Your Software] can make a significant impact, I’ve attached a case study showcasing how [Similar Companies] achieved [Specific Results] after implementing our solution. I’d love to discuss these successes further in a personalized demo tailored to [Prospect’s Company]. When’s a good time for you? Warm Regards, [Your Name] |
| 4. Offer/Discount/Early Bird (After 24 hours) |
Subject: Exclusive Offer: Elevate Your Operations with [Your Software] Hi [Prospect’s Name], As a gesture of our commitment to your success, we’d like to extend an exclusive offer to [Prospect’s Company]. If you decide to implement [Your Software] within the next 48 hours, we’re offering [Discount Percentage] off your first year’s subscription. This is a limited-time offer to help you experience the transformative power of our solution at a reduced cost. Let’s discuss how we can tailor this offer to align perfectly with your goals. Can we schedule a call to explore further? Best Regards, [Your Name] |
| 5. Funny/Humorous Email (After 48 hours) |
Subject: Lightening the Mood: A Quick Laugh from [Your Software] Hi [Prospect’s Name], I hope this email brings a smile to your face. We understand that navigating software solutions can be a serious task, but why not add a touch of humor? Here’s a light-hearted meme related to the challenges we all face in the tech world. Let me know if it resonates, and if you have any questions, I’m here to help! Cheers to a great partnership, [Your Name] |
| 6. Last Follow-Up Email (After 48 hours) |
Subject: Final Check-In: Your Path to Enhanced Productivity Hi [Prospect’s Name], I appreciate your time in considering [Your Software]. Our exclusive offer is still on the table, and I’m here to address any final questions you might have. If now isn’t the right time, that’s perfectly fine. However, if circumstances change or if you’d like to revisit this conversation in the future, my door is always open. Thank you for considering [Your Software], and I look forward to the possibility of working together. Best Regards, [Your Name] |
Remember: the results depends on several factors such as the industry you are working in. So, test various sequences to find out which works best for your business.
Conclusions
Remember, great sales and marketing isn’t about pushing, it’s about making real connections and nurturing leads with empathy and understanding.
If you need a follow-up sequence tool to automate the process while maintaining personalization, fill out the form below to try Outbound Rocks for free.