Writing Great Follow-Up Marketing Messages


The selling power of follow-up marketing messages has long been known and is still as relevant as ever. Not everyone is an impulse buyer. Some people like to think a decision over, or need an extra bit of convincing before they’ll take action.

Following up with these people (most often by giving them the chance to subscribe to a sequence of follow-up marketing messages) increases your chances of converting them into buyers. A short 7-message follow-up series can be all it takes to gain new customers from these cautious prospects.

In this article we’re providing you with a few valuable tips on writing effective follow-up marketing messages. Use these to increase the effectiveness of your follow-up campaigns.

1. Know Your Goal and Your Market

Before you even start setting up your follow-up marketing messages you should plan your desired outcome and how you want to achieve it. What will the goal of each of your messages be? Devising a logical plan for the whole sequence from the start will not only make your writing easier, but will also lend a greater sense of coherence to the messages.

Message 1:

Share a key technique.

Message 2:

Share another key technique.

Message 3:

Case study of real world results.

Plan your whole sequence (usually a minimum of 7 follow-up messages is recommended) this way so that you know right from the start where you’re headed and how you’re going to approach the prospect.

2. Enticing Subject Lines

You are unlikely to be the only one sending follow-up marketing messages or emails to your prospect. Competing for their attention with a host of other messages means one thing: you have to get their attention. In a busy email inbox the only way to do that is with a powerful subject line.

Think of your subject lines in the same way as you would think of headlines for a sales letter. It needs to get the person curious, get their attention, make them want to open your message. Regardless of the content, if you cannot get your prospect to open the message it’s game over.

3. Use Names and Make It Personal

All autoresponders allow you to capture names. Use these to personalize your message, both in the subject line and in the message itself.

Directly address the prospect as a single person. Don’t say, “Hey guys”. Say, “Hey Fred”.

The message must feel like a personal communication between you and the prospect, not like a mass message going out to hundreds of other people. Always address one person only. Personalization has been proven to increase open rates and clickthroughs.

4. Provide Value

Offering valuable information will increase the chances of your follow-up messages actually being read. Yes, you need to sell your product or achieve whatever the goal of your messages may be, but if all you are sending your prospects is a bunch of ads you’re going to lose them.

People who don’t take action immediately, but sign up to a follow-up series, usually want more information before acting. Don’t push them hard for the sale right from the start: they already showed that they’re not ready. Give them more information, case studies and examples of what they can expect to break down their resistance.

5. Cliffhanging

Sharing valuable information in a continuation format can be a great vehicle for increasing the open rate of your messages. End your message on a cliffhanger note to generate interest in the next one.

For example, after sharing a valuable technique, end the message with something like: “What were the results of using this technique? Watch out for my next email to find out, where I’ll also share another one of the 13 secret techniques found in Product A.”

If you shared great information in that email, your prospect will definitely be looking out for the next one. It will also get them more curious and convinced about your product.

6. Keep It Short

Keep your messages short and to the point. Write just enough to provide value and a gentle reminder of your product or service. People get a ton of emails these days. A short, well-spaced message is more likely to be read than an essay with big blocks of text.

7. Suggest a Recommended Action

Your follow-up messages should gently guide your prospect towards taking the desired action, without forcing it on them.

For example:

“Product A contains detailed action plans for the technique in this email, as well as 12 more powerful techniques. You can buy now to get access to all of them, or simply stick around as I’ll share one more with you in the next email.”

This reminds people of your product without forcing it on them, while being accompanied by the promise of more value to come.

8. Don’t Push Too Hard

Depending on how you phrased your signup form, be careful about pushing too hard for a sale. For example, if you had people sign up for “7 Daily Tips to Increase Conversion Rates”, they’re not going to be very happy if instead they receive 7 daily sales pitches.

Give them what they signed up for and remind them that they can find more value like that in the product, service or subscription you are selling. Don’t just hit them with one abbreviated sales letter after the other. You can do some more direct selling towards the end of the series.

As touched on in point #4, they may simply need a little more information to push them over the edge.

9. Be Relevant

Your follow-up messages should be relevant to the product or service you’re selling. Don’t provide a follow-up message series that offers tips for writing an ebook when your product is about search engine optimization.

Staying on topic makes it easier to get your subscriber familiar with your product or service and to get them to take the desired action. You can also tightly target the information you provide to correspond to your product, keeping it firmly in their minds.


Always remember to test and track the responses to your follow-up messages. This will help you to fine tune and adjust messages that get a weak response. Most importantly, get your follow-up marketing campaign going today. It can win you a lot of sales and customers that would otherwise have been lost.

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