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How to Increase Engagement and Conversions with Follow-Up Emails

Salespeople have a lot on their plate. They are constantly busy with outreach, follow-ups, research, meetings, demos, and more. With so much going on in a day, it can be hard to keep up. As a small sales team, our sales reps use emails to help them with their outreach and rely on these emails to increase conversions. 

A lot of salespeople use email, but not all follow-up emails are created equal. We sat down with our Sales Manager, Matt Stewart, and asked him for his tips for increasing engagement and conversions using both manual and automated strategies. 

Tip 1: Use a white glove approach 

Prior to our current strategy, after a demo, Matt would send an email to the potential client with a link to start their trial account. It was a generic email with no real additional information. Once they started a trial, they would get a series of emails with resources on how to make the most of their trial, but it was relatively hands-off. 

To encourage people to start their trials, and to give them an added sense of support, Matt added the option to book a "Review Call" directly from the demo follow-up email. The lead can use this review call to set up their trial or ask additional questions. Instead of just leaving them to do it on their own, we provide a thoughtful trial experience that sets them off on the right foot. Adding this white glove approach to our trial process and adding the ability to book that call in the follow-up email has increased lead engagement and usage during the trial period.

Tip 2: Add a link to book an appointment in each email

Adding a link to Matt’s calendar in every email (instead of just the first outreach) has increased the number of demos booked. People are busy. The more opportunities you give them to book an appointment and the easier you make it, the more likely they are to book. Matt doesn’t just add it in the signature of his email, instead, he adds it in the body, so his call-to-action (CTA) is prominent and easy to find. 

Tip 3: Keep clients updated about new features, discounts, pricing, etc. 

Whenever we launch something significant, like our new White Label pricing, Matt emails his hot leads to let them know. In his latest email about our new package, he included the term “New” in the subject line. That email alone received a 54% read rate and a 25% click-through rate. That email alone generated new leads and business that may have stayed stagnant if he had not sent it. 

The key here is to send follow-up emails that your leads will find intriguing. Don’t just send a follow-up to follow-up. Find something that moves the needle for your leads, like a NEW pricing option. This gets them engaged and seriously thinking about your product or service again. 

Tip 4: Be interested in the lead and their ideas

Sales isn’t about you or your product or service, it’s about the customer and their needs. Listening is the key to being a good salesperson. Asking the right questions and listening to their answers is what’s going to make all the difference in your sales process. 

To encourage engagement, Matt adds “It would be great to hear your thoughts on your next steps.” to his follow-up emails. This opens up the conversation. He doesn’t push the sale, he simply asks for their feedback and their ideas on moving forward. Adding the term ‘next steps’ here is a crucial part of the ask. It implies there are next steps and makes them feel like they are in the driver’s seat. 

Tip 5: Personalize your approach

Don’t just send an intro or follow-up emails without putting some thought into them. The more you can personalize your outreach emails, the more likely you are to get a response. For example, Matt uses information that they include when requesting a demo, in his initial outreach email. He references specific features they previously mentioned they were interested in, or addresses how GreenRope can help them alleviate a current challenge they are facing. 

Personalization lets the lead know 1) you are listening and 2) value their time by giving them the information they need vs. generic information that may not be relevant to their situation. 

The same goes for your follow-up emails. If you have a demo with the lead, you want to mention specifics in your follow-up email to let them know that you were listening and that you have the solution they are looking for. 

Tip 6: Increase engagement with relevant resources

Sending generic follow-up emails just to ‘follow-up’ is a good way to be ignored. Instead, Matt likes to include resources that address and reinforce the previous conversation. 

Examples of great resources to include in your follow-up: 

  • Testimonials/reviews from similar companies 
  • Comparison data 
  • Ebooks/white papers addressing specific challenges 
  • Tutorials on specific topics/features they had questions about

Sending these types of resources can be automated as well. Sales can work with marketing to develop customer journeys that are personalized based on specific data points. Of course, you do not want to automate all of your follow-up, as this can be easily detected, especially by an experienced consumer. A good sales process blends a healthy balance of automated and human touch points. 

The goal of sales is to convert leads and increase revenue. The best way to do this, especially in B2B sales is to develop real relationships. People are so sick of being ‘sold to’. By addressing their challenges in real, human ways, you can develop more personable, longer-lasting relationships that generate income for years to come. 


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