7 Ways to Ruin Follow-up Emails and How to Avoid Such Mistakes


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The main goal of creating and sending follow ups is to make the recipient do what you want. But it is hard to do that if you fail to offer some good stuff for them.
Pay great attention to the correctness of your messages. Exclude any spelling or grammar mistakes, and be polite.
We have provided you with great examples of emails, specifically we will highlight the ones you must avoid. Let’s study seven cases of bad follow-ups and analyze common mistakes as well as the ways to avoid them.

1. Sending a message that neglects the context

If you’re goal is to not have positive results for your emails, then go ahead and send unclear message without any references.
When the receiver opens the email that is not attached to any other messages, he or she will hardly waste the time on attempts to clarify what you want from them. They will just close it and forget about it immediately.

The solution

First, check whether your email is on the same thread as with the previous message.
Second, clarify the purpose of your follow-up. The main task here is to refresh their memory about your earlier communication in no more than two sentences. For instance:
“Hello, Emily. I wanted to remind you about my previous email [topic of the email]. Do you have 15 minutes for a brief phone conversation this week?”

2. Not being aware that you sent a follow-up email

I can recall that situation which has happened to me recently. I had a phone call with the representative of one company. I had received an email from them, but the sender was another person from their team.
I had all of the required information in my mail box. But none of the participants of that communication had checked CRM and did not add that meeting to it. Eventually, there was a need to introduce the company again as a warm prospect.
Such cases can really harm your business goals. They shadow all your previous achievements and display the fact that you are not a responsible person.

The solution

Always check CRM to make sure you know the entire history of the communication with the prospect. Create some templates in your inbox as a reminder.

3. Sound robotic

While you create a follow up email, there is no need to develop some new extraordinary approaches and strategies. However, it is not forbidden to add some out-of-the-box features in the cases when it will be appropriate.
If your language is too tied to the template’s versions, be sure that your recipient will be glad to delete such a message. That is why you need to change your approach.
However, if you use too much jargon, your prospect may consider that you have written the email without being considerate of them.

The solution

Use the language you would use in a live conversation. Check the list of phrases you can use to make your texts simpler without crossing the line of inappropriateness.

4. Forgetting to fill in some custom fields

As soon as you forget to fill in some of the custom fields in the series of emails, the recipient gets a chance to make a first impression about your personality. And it won’t be a good one. Imagine how it feels when you open an email and see “Hello, {Name}!”
Such a situation is not flattering, and it says to the reader, “I write to plenty of people in case some of them respond. I do not have much time to write an individual email.”
As soon as you start paying attention to this, you will reduce the chances of being rejected. Otherwise, your prospect will make subsequent judgments about you, and they conclude that you don’t have the time for them. So they don’t have the time for you.

The solution

If you need to send a number of follow-ups, check them twice for unfilled lines. Make sure that every custom field contains the required information, and that it is correct.
Remail Mail Merge will help you with this issue. By using it, you are able to check whether all the elements of your emails are filled out properly.

5. Not doing your “homework”

If you send the follow-up without making sure that you know the person behind the screen, you might fail before ever reaching your target. For instance, you know the full name of the receiver is Alexander, but he uses “Alex” in his LinkedIn profile. He made it obvious to others. But clearly it is not enough for you, or you just do not pay attention to the preferences of the person you are addressing.

The solution

If you do not get an answer to your letter, check whether you have used the proper personal information in the email. You can use the different tools and make a screenshot of the person’s profile without leaving your mailbox page.
As soon as you have discovered the mistake, admit it. First, it will teach you a good lesson. Second, such a move can soften the heart of the receiver and incline him or her to give you the chance. It is a well-known fact that when the person admits mistakes, it makes him or her look like a regular human being.

6. Address the individual as a decision maker

When you send one email to a set of recipients, pay attention to mention each of them in the main text. A common mistake is to focus on the main buyer while other receivers are left out.
When it comes to B2B marketing, in many cases, 4 to 5 people are involved in decision making and their opinions are valuable for future purchases. This is why you need to show some respect to each participant.
For instance, someone may send an email to Ben (VP Marketing) and Betsy (Engagement Manager). But in the greeting section, only Ben is mentioned while Betsy is meant to only read the message. How rude!

The solution

Widen your vision and do not put all your efforts on trying to impress, for example, the VP. Otherwise, you diminish your chances to get a potential helper who might affect the joint decision.
Create a list of all people who may take part in the conversation or meeting. Ask them for cards if needed or write down their names. When you start writing an email for them, do the following:
– Add each person in the “To” line.
– Address them as individuals or as a united collective, but never isolate one person as the most important one.

7. Giving up after the first try

It can be devastating when you work on a follow up, send it, and… No reply can be spotted. You may think that you come across as needy to the recipient, and that your email was not the right thing you need to do.
But such feeling is false.
As we have noticed analyzing Remail’s data, in cases when the first message has no answer, the second one has a 21% higher chance to be successful in this aspect.

The solution

Never stop trying to reach the person after the first failed attempt. Write a second email a bit after. We believe in you.
Extra trick: With our tool, you can sort out the unanswered emails, and you will automatically receive a list of them.

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