Cold email course

Your follow-up email should be logically connected with the first email your contacts got from you. Think of it as a natural continuation of the conversation you initiated. 

While the opening message covers your main point, the follow-up should add some extra value. Avoid the “just wanted to follow up” approach. It’s been so overused over the years, that it became a cliché.

Instead, highlight your value proposition once more but from a different angle. Don’t repeat the same value prop you already wrote in the first email. Think of an additional benefit your product or service offers. 

You can also use follow-ups to strengthen prospect’s trust. Send them some impressive success stories of your best customers. Choose a case study they can relate to. If your solution helped a similar company, why wouldn’t it help your prospect? 

Another way to gain prospect’s trust and ignite their interest is to send them some relevant, valuable, top-notch content that will show your expertise. Link to it and use it as a conversation hook.

Remember -- always end your follow-up emails with a clear call-to-action. Be precise about what you want your contact to do - respond to your message, schedule a call with you, click a link to book a demo, etc.

Now that you know what to focus on when writing a follow-up, let’s talk about how many follow-ups is optimal. “The more, the better” may not be the way to go.