Sending the “Just Following Up” email without any sort of value or call-to-action is not good for your sales conversion rate.
Digital marketing expert Hendrik de Vries advises: “sending the ‘Just Following Up’ email without any sort of value or call-to-action is not good.”
When designing and implementing a lead nurture (or follow-up) campaign to keep prospects engaged, make sure every email and phone call you make has
- clear value point – what value is the prospect getting if they do what you ask
- call to action – ask the prospect to perform a simple but specific action – click or call to gain X
- sense of urgency – put a deadline or expiration date on it – yes, even your quotes!
Keep in mind that the average number of contact attempts that it takes to close a prospect – make a sale – is SEVEN:
- 2% of sales are made on 1st contact
- 3% of sales are made on 2nd contact
- 5% of sales are made on 3rd contact
- 10% of sales are made on 4th contact
- 80% of sales are made on 5th-12th contact
Make sure you can handle this kind of lead nurture follow up campaign before you add more marketing activities. If you aren’t closing the leads you’ve got, new marketing won’t help your bottom line.