If you’re promoting something online then it’s vital you capture your prospects email addresses in order to follow up with them at a later date.
That’s because very few people will actually make a purchase on their first exposure to a product or service. Instead they’ll most likely need at least around 7 to 10 exposures before they actually go ahead & take the plunge. There will be some that take even longer, but similarly some will take less… Maybe just the 1 or 2 follow ups before they dive in and purchase.
Either way what I’m basically getting at is the fact that it’s massively important for you to follow up with your prospects. If you don’t then you’ll end up leaving an awful lot of money on the table, money that could have quite easily been in your pocket instead.
Now I’m pretty sure I can guess where you’d prefer the money to be which is the reason why I’ve put this post together today.
That very first follow up email you send to your prospects can have a massive impact on their decision to buy from you. By taking just a little bit of time out to perfect it you could actually increase your sales by a whopping 50% (if not more!). Sure, you may be able to convert the prospect into a sale further down the line but that first email you send provides you with a golden opportunity since you’re sending it literally straight after they’ve just been freshly exposed to your offer.
Make the most of the opportunity!
So how do you create the perfect follow up?
Luckily it’s not actually all that difficult, in fact there’s quite an easy ‘science’ behind it that you can follow.
To start with you need to briefly introduce yourself & explain to your prospect why they are receiving the email in the first place. It doesn’t have to be anything fancy, just something quick and easy like this will do:
Hey it’s Dale,
I just wanted to reach out & say thanks for opting in to get the free copy of my e-book.
People don’t generally like their email inbox being invaded so introducing yourself & letting them know why they’re receiving the email in the first place is just all round great practice. Plus it helps you lessen the risk of spam complaints which is a major positive when it comes to email marketing… Those are the last things you want!
It pays to be consistent with your introduction too, I always add something along the lines of “Hey it’s Dale” or “Hey, Dale here…” to my emails so that my subscribers always know who it is that’s reaching out to them. You have to remember that even though somebody may have been on your list for several years, they may not have opened any of your emails for several weeks – it’s always a good idea just to remind your prospect who exactly you are & why they’re getting the email.
Grab their attention.
After introducing yourself you need to actually go ahead & pull the reader in, you need to convince them that the email you’ve sent is actually worth reading otherwise they’ll just delete it without a second thought. This means that they won’t even get to see your offer which makes your follow up email pretty much pointless.
Think about what they opted in for – what was it they wanted? You need to say something that will appeal to their needs, but at the same time is pretty ridiculous/bold to make them want to continue reading to find out what it’s all about.
Just as an example let’s say you’re in the fitness niche, your opening sentence could be something like…
Want to shock your friends? How about completely transforming your body in 6 weeks with just 1 small change?
If somebody is interested in figuring out how they can transform their body then chances are after reading that they’re probably going to stick around to read the rest. The important thing is to make sure the statement actually ties in with the rest of the content of your email because the last thing you want to do is mislead the reader. Misleading your subscribers will only anger them and make them more likely to hit that dreaded spam button – eek!
Put your product on display.
You’ve introduced yourself, you’ve grabbed the readers attention, that means it’s now time to actually go ahead & introduce the product itself.
The best way you can introduce the product is by telling your prospect how it can solve their needs. There’s a great saying and it goes something like this…
Nobody buys a drill because they want a drill – they buy a drill because they want a hole.
If you can figure out their need & convince them your product will solve it then you’ve made a sale – end of story. There’s only 2 reasons why somebody may be hesitant to purchase & that’s either because they don’t have the money or they’re not convinced the product will solve their need.
The best way to tackle it is to provide a variety of different uses, since not everybody has the exact same needs. The more needs you cover the more chance you have of selling you’re product – but remember you can end up overdoing it & coming across as desperate so try and keep a bit of a balance.
Whilst there’s no harm in making this section more detailed, try and keep things as simple as you can. Clearly explain what your product does, why it’s so good & try to answer any questions that your prospect might be thinking in their head as they read it.
If your prospect didn’t initially make a purchase upon their first exposure then the follow up email is the ideal opportunity to try & remove any of their doubt in order to convert them back into a sale. Try to think of reasons why they might not have initially purchased then attempt to overcome them in the follow up.
Tell them to purchase.
It might sound daft but towards the end of your follow up email you should actually instruct the reader to make a purchase. Often people will still be indecisive even though they’re genuinely interested & you just need a little nudge to turn them into a sale.
By adding a clear call to action you can dramatically increase the conversion rates of your email but the key is not to be pushy. As an example, instead of this…
“If you’d like to lose weight, then you might want to think about purchasing Weight Loss Pro.”
Say something like this…
“Click here to get your bottle of Weight Loss Pro today!”
That’s it, that’s all there is to it. It might not sound like a great deal but trust me, if you follow that structure you’ll yield some pretty big results & convert an awful lot more sales.
One thing I will add is that when it comes to email marketing it’s vital you play with your wording. A slight change in your words can greatly affect your results so my advice would be to play about & see which mails perform the best for you. I’d love to tell you myself but unfortunately when it comes to wording there’s no “one size fits all”, it’s just a case of trial and error.
So just to quickly recap here’s what your follow up email should look like…
- Introduce yourself
- Very briefly explain why they’re receiving the email
- Grab their attention
- Introduce the product & explain how it solves their needs
- Provide a clear call to action to purchase