How to write an effective follow-up email

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“Follow-up to our call,” is not the most effective subject line in a follow-up email to someone you just met or spoke to. You want them to open the email immediately, if not sooner as my grandfather used to say.

The subject line should make them curious and/or promise a benefit, or otherwise get their attention.

Depending on the circumstances, you might use something akin to one of these:

  • “You asked for a copy of my xyz report–here it is”
  • “This [form, app, site, idea, etc.] has saved my bacon more times than I can count”
  • “I won’t be able to sleep tonight unless you do this”
  • “I was surprised when you told me this. . .”

Use humor if appropriate. And funny. (If you’re not sure, talk to my wife.)

For the body of the email, reference your conversation, thank them, and be yourself. Not your lawyer self if you can help it, your real person self.

More.

  • Keep it simple–one thought or question.
  • Keep it brief. The longer the email, the less likely they’ll be to read it.
  • Lots of white space. Short paragraphs and sentences, bullet points, and a smattering of bold and ALL CAPS, so they can skim or read it quickly.
  • Informal. You know them, now, so write like a friend or colleague.
  • Tell them what you want them to do. Ask for the sale, invite them to take the next step. Or tell them what you’re going to do next.
  • Consider using a P.S., to remind them what to do or to add something personal, eg., “Say hello to Jack from me,” or to say thank you (again).

Save your best messages as templates. Make sure to change the name of the recipient before you hit send, however. [Smiley-face goes here.]

How to market your practice with email

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