Email Marketing – How to Write Effective Follow-Up Email


In recent years, more and more internet marketers have chosen to use email marketing as the main tool for their online product promotion campaign. The beauty of email marketing lies in its simplicity and effectiveness to promote products and maintain relationship with customers. At a click of a button, your promotional message will land in the inbox of all customers in your subscriber list. If you already have a huge list to leverage on, the power of email marketing can be tremendous and easily surpass any other online marketing method.

The million dollar question is, how can I make my customers read my message, relate to what I convey to them, and engage in interaction with me to build trust and business relationship? In the world of email marketing, there are two types of emails. One is follow-up email, and another is newsletter. This article will focus on discussing how to use follow-up email to enhance your internet marketing business. Newsletter is another important piece of technique which is another topic unto itself.

The power of follow-up email is that you only need to set it up once in your auto-responder, and every new subscriber will come into that same circle of email, feeding on the same circulation of product information and messages you send to them. Therefore, it is imperative that your follow-up emails are well thought out. The first 1-3 follow-up emails are the most critical, and can make the difference between heaven and hell. If you are able to grab your readers’ attention and make them feel that your emails provide value information to them, chance is that they will become your followers and continue to read your emails thereafter. If you screwed up in the first 1-3 emails, your email will likely end up in the spam box or get unsubscribed. So what should a good follow-up email be like? How often should I send follow-up emails? How can I utilize follow-up emails to effectively convert a promotional message into actual sales?

Keep in mind that any follow-up email should comprise of two elements in the RIGHT PROPORTION: a relationship-building element and a promotional element. Too much promotional element can make your emails look hard-selling, which can be a big turn-off for a lot of people. Too much relationship-building element on the other hand can make your email lose focus, reducing the power to get your promotional message across effectively.

Relationship-building element is the part that makes you look approachable to the readers. Each follow-up email should be written as if you are writing to your buddy. One thing that I realize throughout my email marketing career is that readers are always attracted to short stories. If you want to grab your readers’ attention, start your email with a short story. One of the popular documentary series “Through the Wormhole” uses the same technique to grab audience interests. Instead of diving right into the topic, every episode starts with a short story about Morgan Freeman’s childhood. That story then brings out the theme of that episode. I found this to be a very good technique to entice readers or viewers interest. The same technique can be used in your follow-up email. Begin your email with a short story. It can be as simple as something that happen to you yesterday or a story you heard from somewhere. That story should have some relevancy to the message you want to convey, and skillfully use that story to bring out your message. The message should be educational and provide value to your readers, such as some tips, advice or your own thoughts on the subject you discuss.

Promotional element comes after the relationship-building piece. This part of the email talks about the product that you are offering, a short description of what benefits it provides, and how it could solve their problem. This is actually the simple part where you can get a lot of help from your affiliate partner if you are promoting an affiliate product. This is the part where you convert your promotional message into actual sales. To make it more effective it should be written with a sense of urgency and active call-to-action language.

So what is the right proportion of these two elements? From my experience, you should always start your first few emails with more promotional element, and then gradually ramp up the proportion of relationship-building element in the future emails. The reason is simple. People who opt-in to subscribe to your email list are looking for some solution that you could potentially provide. So the first thing they look at when they first receive your follow-up email is what solution you can provide, not what story you want to tell. As your customers begin to know you, increasing the relationship-building element will foster a more intimate and personal relationship, which is the key to building trust and provide the magic touch to convert your emails into sales!

Now that you know the importance of good follow-up email and the magic it can put onto your audiences, if you have not been paying much attention to your follow-up email and relationship building, it’s time to spend more efforts and thoughts on it. I am sure if you can invest more efforts into writing good follow-up email, its return on your business can be more than what you imagine.

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