Crafting the perfect follow-up email

Didn’t get all of the responses you were hoping for from your initial cold email? Don’t sweat it. On average, a customer needs to hear about your product or business seven times before it sticks! Here are a few tips for getting SDR follow-up emails right so your customer will not only remember you, but actually take action.

Make it Snappy

Don’t overwhelm the recipient with too many words or too many disparate pieces of information. We find that clients are more likely to respond to a follow-up email of under 100 of words. 


The simplest way to personalize follow-up emails is to insert the name of the individual or the company, but it’s just as important to personalize the content

Have separate email copy for large corporations vs. small start-ups or specifically tailored for different verticals. A big box store is going to have different needs from a mom-and-pop Tex-Mex restaurant, so be sure that the email you’re sending addresses each subgroup’s most likely pain points.

Reference What You Said Before

Remember in school when you asked a question and the teacher would respond, “But I TOLD you that already!” You might have forgotten because you were daydreaming about the next football game, or maybe you’d just slept since you’d last thought about the quadratic formula. Again: We need to hear information seven times before we really remember it.

Even if a prospective client opened your initial email, they may have been thinking as much about an upcoming meeting as about your company. You don’t want your follow-up email to be an exact duplicate of your original, but whatever major concept you hit on before is worth bringing up again.

Reiterate What Makes You Unique

Chances are, your recipient already has a variation on what you’re offering, whether that’s someone in charge of their marketing or software to track corporate data. Why should they bother with something new? What is it that you do differently or better? This could be an outrageous deal, a unique feature, or a way around a pain point that none of your competitors can offer. Whatever it is, be sure that it’s in your follow-up email.

Make Yourself Available 

You can’t (and shouldn’t) include every possible piece of information that a client will need before making a decision. Your goal here is to continue a conversation so it’s important there is a quick, easy path to follow up with you! A direct link to schedule a meeting is always great to have in your signature. At a minimum, make sure to send your follow-up email from an address that you monitored daily so the customer doesn’t reply back into the void.

The art of the follow-up email can take awhile to master. If you need assistance, drop us a line! At Avadel, helping you find clients through SDR is what we’re all about.