How to create an email that engages the customer: follow-up guide

Working with an electronic mailing list after the first contact is quite a complex activity. It requires not only diligence, a desire to get results, but also a desire to act decisively. However, in such correspondence one should not make erroneous assumptions, it is rash to think that people think in the same categories as the author of the letter. An e-mail letter to a potential client can be composed according to the rules mentioned by the experts of the Reply.io service. At this link https://reply.io/follow-up-guide/, you can read a complete guide to interacting with current customers and potential customers. But in addition to the actual suggestions from the experts, you should pay attention to the emotional component of your letters.

Write briefly, optimistically, and professionally.

Above all, think about what you would like to read in the message. Certainly not about the overwhelming emotion in the early morning or late evening. The message should contain at least three components:

• brevity – the utmost brevity of the text and design;
• optimistic text, that is, an emotional positive component;
• professional, useful, high-quality content text, which will bring not only moral satisfaction.

The length of the letter and its brevity is determined by the content, the need. In one case – a single paragraph. In the other – a description and an attached file with the report, and a table to compare prices and rates. That is, you can’t say that there is only one format and it’s the only one that’s perfect. However, you should consider the fact that the mood of the message should be to stimulate action, suggesting activity.

The problem-solution-proposal: the classic of marketing

Show the problem, tell you how to overcome it, offer a service – this is classic interaction. But it’s still, as it were, at a price. As simple as it may seem and may be too clear and straightforward for some, in fact, the problem assessment and solution approach is well received by users:

• remind your potential customers of the value of your solution;
• remind them unobtrusively of the problem;
• indicate that your problem-solving services are relevant.

An effective sales tactic in such a message can be the use of customer reviews, reviews or evidence of positive actions and their consequences. This can be an expert opinion as well as a message from a real user. But we should not forget – we live in a digital world.

All these stories must be true, and the authors of the posts must necessarily be real people who are talking about truthful content. It is easy enough to verify such information. So trust emotion, but base the promotion on real facts and assessments. This is the way that will lead to a positive result.