B2B Blog

Follow up sequence

Follow up sequences are similar to the onboarding sequence described above, but where onboarding messages are intended for new product users, follow up sequences should be used whenever customers complete an action (such as finishing an online course or purchasing a product).

The goals of your follow up sequence may include (among others):

• Reinforcing information learned or top-of-mind brand awareness
• Driving referral or affiliate sales
• Reiterating sales messaging (for example, extending a post-webinar sales offer)
• Sharing details on the next event

Reminding customers to purchase a product that may have run out

To help you send a follow up email to a prospective client or customer, we’ve prepared 5 business follow up email samples that you can copy and start using in your business today, including a follow up template used by Apple.

1. The ‘How Did We Do?’ follow-up email

Each time a customer contacts your support team, they expect a response.

So, it’s important that you solve their issue quickly and efficiently.

Once their issue is solved, you can send the following email. This template is designed to be sent to follow up with someone after they’ve contacted the customer service and to make sure that they’re entirely satisfied.

2. The ‘Survey’ follow-up email

A ratings scale is a great way to get high volume responses, but if you’re looking for more detailed feedback, you can include a link to a survey within the follow up email.

Depending on the type of questions you ask, this template gives you the opportunity to collect voice of customer feedback, and get real insight into what your customers thinks of your company, your products, and your customer service team.

3. The ‘Just Checking In’ follow-up email

This purpose of this email is to delight and surprise your customers.

Far too often, businesses sell a product and then leave their customers to it.

This template is a great way to build a longer-term relationship. Best of all, it shows them that you care.

4. The ‘Anything else?’ follow-up email

It’s common to solve an issue, but not hear back from the customer.

What usually happens here is that your customer support team will mark the issue as solved and close the ticket. But, what happens if the customer hasn’t had a chance to read the email, or is just busy?

By sending this email, you’re giving the customer a chance to ask anything else and feel entirely satisfied with the interaction, rather than being cut off short, or feeling abandoned.

5. The “Thank you” follow-up email (from Apple)

Apple is renowned for being a customer service leader (scoring 93 out 100).

So, when I reached out to their customer service team recently I had high expectations.

Of course, Apple being Apple, not only did they meet my expectations, but they far exceeded them!

It’s hard to top this kind of service!

Conclusion

If you want to transform your customer service follow-up procedures and impress your customers, then start sending a follow up email to them.

This simple, yet effective approach is only used by 3% of all companies. This represents a huge opportunity to gain a competitive advantage – one that should not be missed!

By using these follow up templates, you’ll not only keep your existing customers happy, but it’s a great way to stand out against the competition and generate business from potential customers.

Here are several examples of follow-up emails you might use during the hiring process. Below, we will discuss when and how you should send each and tips for writing them.

1. Short interview follow-up email example

A short follow-up version may be most appropriate as a thank you email after a phone interview. In the short version, you’ll want to be concise:

In the long version, you have more opportunity to explain your skills in detail (although you’ll notice that this long version is still relatively short). This is appropriate after an in-person interview or other meaningful interaction during the hiring process.

3. Checking in email

If you haven’t heard back from a potential employer after your interview or after your post-interview follow-up, you can send a “checking in” email, ideally to the recruiter.

Keep it concise. Indicate that you’re looking for more information without being overeager:

• In the subject line, include the job title you interviewed for.
• Send this email to the recruiter. They are the most likely to be up-to-date on what’s going on in the hiring process.
• Keep it to one paragraph indicating that you are still interested in the job and looking for an update. Offer to provide additional information if they need it. Sign off with a thank you.

4. Staying in touch email

If you still haven’t heard back after checking in or you’ve learned that you didn’t get the job, you can still venture to stay in touch with the hiring manager.

Just like your checking-in email, this one is short:

• Send this email to the hiring manager. This person is probably at a senior level and could be a potential mentor if you’re looking to grow in this field.
• In your first paragraph, mention what about them you found interesting or inspirational.
• Limit to two paragraphs and include a proposed timeframe for a phone call or coffee meeting.

As an extra for you, I want to show you a fantastic system to help you:

• Stay in touch with VIPs
• Transform one-time meetings into long-term relationships
• Showcase your value to anyone

This goes beyond your typical follow-up “thanks for your time” email — and answers the question, “How do I make the person I just met want to help me?”

Email #1: Thank you (same day)

A few things to note: First, the thank you is simple. No need to spill more ink than you need to.

It also references a specific action item you’re going to follow up on. This shows the person you’re emailing that you were paying attention during the interview.

The email ends with a solid offer from you to help in any way you can — while asking nothing of the recipient.

Email #2: Add value (1 – 2 weeks later)

Now we start to shake things up. The person you’re emailing likely wasn’t expecting to ever hear back from you again. They especially weren’t expecting you to send something of value to them.

Email #3: Close the loop (2 – 3 weeks later)

Now is when you separate yourself from 99.999% of people by showing the person you’re emailing that you actually took action on what they suggested.

If you give specific names of people and companies, that’ll show you were listening. It’ll also show the person you’re emailing that they were right — which is a major psychological boost for them.

Post summary:

• Whether you meet with sales reps or speak with customer support, you’ll find out very quickly that very few companies send follow up emails.
• Our unique research, which is based on 1,000 companies, found that less than 3% of all companies send a follow up email to their prospects or customers. But, why?
• We share 5 “copy and paste” email templates that you can use to follow up with customers immediately – including a real-life example of how Apple follows up with their customers.

Good customer service creates happy and loyal customers.

The more customers you can keep happy (and retain), the faster your business will grow.

Yet, for many companies, customer service stops once an issue has been solved.

After that, you move onto the next customer.

And then the next (and so on…).

What many companies forget to do is follow up.

Even though they’re simple, follow-ups are often neglected.

And this causes a much bigger problem than you think.

According to our own research, only 24 companies (out of 1,000) attempted to follow up with their customers.

That’s less than 3%.

Let’s take a closer look at this problem and see why following up with your customers is important.

In fact, it’s become so important that poor follow-up is now cited as the biggest customer complaint.

A study by Business Review found that 56% of customers complain about poor follow-up. While 48% of customers that experience a poor follow-up go on to tell at least 10 people or more about their bad experience.

That’s right.

Something as simple as a follow-up ruins the entire customer experience, which, according to research by Walker2020, is one of top factors for doing business with a company.

To avoid customers turning their backs on you, you need to follow up.

Step 1: Collect contact information before you need it

After the interview and before you even consider rushing home to draft that perfect follow-up email, make sure you do one thing: Grab the business cards or contact information of everyone you spoke to.

Step 2: Craft the perfect follow-up (with scripts)

When you do, here’s that first script from earlier that you can use to follow up with the interview manager:

The initial follow-up email (send ASAP):

1. It’s a short, simple message. Your follow-up message doesn’t need to be fancy or complicated. In fact, making it too long will either bore the hiring manager or make them think you’re desperate.
2. It’s specific. Be sure to get specific about the details. Bring up something that you actually enjoyed talking about in the interview. These details will trigger the hiring manager’s memory and help make a great, lasting impression.
3. It should be sent as quickly as possible. Aim to send your email within two hours of your interview. This will show your enthusiasm, and it’ll be easier for you to remember all the details you should include.

Step 3: Follow up

Don’t sweat it and be patient. It may take the hiring manager several days or weeks to interview the other applicants and make a decision.

If you have not heard a response after a few days, you can send another follow-up email to check in.

Use this gentle email template to nudge them along:

The nudge email (after a few days):

Here’s the email written out so you can copy and paste the template:

The most likely thing is that they’re just busy or your first message got lost in the inbox. This email will grab their attention and bring your interview back to the top of their mind.

When to call it quits on following up

If you still haven’t heard back a week later, reply to your previous interview follow-up email, saying this:

The bump email (After a week of no-response):

If they’re interested, they’ll get back to you. If they still don’t reply, it’s probably safe to assume they’ve chosen someone else for the role.

If that’s the case, don’t beat yourself up. It happens to everyone at some point. Go back to the job search — and prepare even better next time.

1. Focus on Your Audience

The fastest way to get your email deleted is to write a subject line that’s selling a product to someone who doesn’t want it.

You’re writing these emails for your readers, so make that clear.

2. Remember Your Goals

You may need to focus on the reader, but you can’t forget what you want to accomplish with your email. Every email needs to have a specific call-to-action that your subject line prepares them for it.

3. Craft Compelling Headlines

An effective email subject line captures the reader’s attention and piques their interest to see more. It may seem difficult, but there are six different tactics you can use to create the perfect subject line for your readers.

4. Test and Track

All of the things we’ve discussed in this article are best practices to get you started. The actual best practices are the ones that work for your business and your customers. No two businesses are alike, so it’s imperative that you test and track which subject lines perform the best. 

Tip 1: Go Easy on the CAPS

While one or two fully capitalized words alone won’t get caught by the filters, it does edge you ever closer to the dreaded spam folder. Capitalization can be a powerful tool to draw attention where desired, but with great power comes great responsibility. Use it sparingly and professionally. Capitalizing as you would a title seems to be an unofficial industry standard.

Tip 2: Make a List

People like lists. Perhaps it’s the promise of information diced into easily digestible snippets or maybe it feels like zeroing in on the most important aspects of a given topic. Whatever the reason, people on the Internet enjoy consuming information via numbered/bulleted lists!

Tip 3: Personalize the Message

Personalization in the subject line can be quite a contentious topic. One study from hupport suggests that including names in the subject line may actually be detrimental to open rates. However, the data scientists at Hupport say that personalizing subject lines to include the recipient’s full name can positively impact open rates.

Tip 4: Create a Sense of Urgency!

While people don’t like to be yelled at in all CAPS, they do respond well to time sensitive material. The fear of missing out can be a powerful motivator. Key words like “Urgent” or “Breaking” can positively impact open rates.

Tip 5: Keep it Short

Keeping your subject line short and to-the-point is instrumental to establishing a good first impression with the recipient. The ideal subject line lays out the point of the email and sets the expectations for when the reader opens it. This should all be accomplished in 50 characters or less. 

1) The client who needed help

This one has been around for decades. (There are no “new” ideas.) Someone had a problem and came to you. It might be a home repair. Maybe they wanted to sell their house. You did a spectacular job for them. The problem went away. They are more than satisfied.

2) The person who wanted to learn

There was a change in the tax laws. A client wondered if it applied to them. You are a CPA, so they called and asked. You explained it simply and thoroughly. They were happy. Logically, they know other people in the same boat.

3) The dissatisfied friend

You do a great job helping your client manage their investments. After presenting their quarterly review, they realize you provide great service. Your primary investment strategy is professional money management.

4) The social introduction

You want to meet someone influential. Through LinkedIn you have learned one of your first-level contacts knows them. Business might come long-term, but right now you want a social introduction. You call your first-level contact.

5) The more specific, the better

“Who do you know…” can sound very vague. People’s minds usually go blank. Detailed requests often focus their attention.

6) Problem – solution – action

Clients may be willing to make an introduction, but may not know how. You might need to coach them. Offering to meet together over dinner helps.

7) Exclusivity

Your client might assume you have all the clients you can handle. After all, you are always busy! Exclusivity sells. I learned this from the founder of a financial planning firm.

1. “A smarter/better

Sometimes, all we need is a little motivation   and direction. If you’re to receive an email that says that that’s what you’ll get the minute you click on it, chances are you’ll click on it right away.

2. “I would love it for us to chat about [topic/idea]”

No matter what you’re expecting from this email subject lines for networking, if you’ve really taken the time and done your studies and homework right, you can expect wonders from this line.

3. “Here’s a free idea for [topic/problem]”

Something that is both free and helpful can be very hard to resist to, moreover when that something is addressing a painful point on your activity or a problem you’re facing.

That translates to “no payment” for this one thing that could potentially make the person better, wiser about the topic that he’s interested in.

4. “Can I help somehow?”

Just as with the idea offering above, a person will always be interested and happy if you would offer to help, even if most of the times they don’t even need it. By asking if you can help him or her in the subject line of the email, you engage the target to open the message and see what is it that you can do about the situation that might be helpful to them. It works like a charm, as help is hard to find these days.

5. “Just a quick question about [goal/project]”

If we’re talking about eye-catching email subject lines, here’s one for you. If you really want to catch some attention and make the receiver click on your email, you can do that simply by mentioning that you have a question about a goal or a project that you both work on.

6. “Allow me to [what you can apply to resolve a situation]”

When you offer to help someone in an email, the subject line must be personal. If you’re reaching for people that are having trouble with email response rates, for example, you have to let them know from the start that you mean business.

7. “Change your position about teaming up with [your company]?”

When looking for that perfect man for a position that your firm is in desperate need to change, there’s nothing better to do than to ask a person for changing their mind for your benefit. You simply throw the ball in the candidate’s court and wait for their move.