How To Write Effective Follow Up Email

Make follow up email your new best friend!

In a world that’s whizzing by in a rush, getting your prospect’s attention is hard work.

Keeping it long enough to make your pitch is harder still.

That’s why you shouldn’t try to do it all at once. Break it up. Repeat your message. Drip your marketing campaign into their email inbox. And over time, you’ll win mindshare – which leads to closing a sale.

Follow up email marketing is the best way to do this cost-effectively.

You’ll be amazed after studying this free report to see just how profitable it can be to repeat your marketing message via email to the same audience. In fact, if reading the case study I’ve shared in it doesn’t get you excited about running follow up email campaigns, then you should check to see if you still have a pulse!

Yes, that’s how exciting this business optimization tactic is. I’ve enjoyed the benefits of it, and will show you exactly how you can, too.

Like my other reports in this Email Marketing Success series (which you can read online for free – click here for the links), this one also shares the powerful lessons learned from a 26-week mentorship program where I trained under three of the best-known email marketing specialists in the world.

The program cost me $5,000.00 – but what I picked up from that training has earned me a huge multiple in return. Now you can get some of the best, most effective and highly profitable lessons from this course – absolutely free!

But there’s a problem with that.

We tend to value something based on how expensive it is, or how difficult it is to get. And when I share this detailed process without charging you a small fortune for it, you’ll tend to undervalue it – or even dismiss it as “worthless”.

And that could be the BIGGEST mistake of your marketing career!

Because even if this approach sounds obvious, simple and basic, don’t reject it without putting it to the test in your own business. You’ll be surprised to see how well it works, such as showing you how to upsell products more easily.

As always, I recommend that you switch off your phone, lock the door, tune out other distractions, and focus completely on what you’re about to learn for the next 10 or 15 minutes.

Keep a notepad and pen or pencil ready at hand to jot down important ideas or thoughts that strike you while you’re reading this report.

Then, draft a plan to implement these ideas as early as you can.

You’ll thank me for the extra value and profit this brings in. That’s for sure.

And if you find this helpful, don’t miss out on the other 7 guides…

7 Secrets To Multiply Sales

So… Are you ready to begin?

Great. Let’s go.


Table of Contents

  • FOLLOW UP POWER – Why Repeating Your Pitch Sells More
  • CASE STUDY – Don’t Stop Following Up, Ever
  • WHY DOES DRIP MARKETING WORK? Insider Secrets To Email Selling
  • HOW TO SEND A FOLLOW UP EMAIL – Optimize Your Tools To Win
  • THE SECRET FORMULA – Communicate : Educate : Sell
  • CREATE A MARKET – Deploying Your Sales Follow Up Email
  • HOW OFTEN TO FOLLOW UP – And For How Long?
  • KEEP YOUR FOLLOW UP GOING – Please Don’t Stop

The Incredible Power of Follow Up Email Marketing

Define follow up

Ask email marketing experts and they’ll tell you that the key to successful email selling lies in follow up marketing. But unless you know what to do, and exactly how to do it, you’re leaving cash on the table!

There’s a very simple, very obvious difference between the novice business owner and the experienced business success.

And it’s this…

Beginners try to sell new visitors on their online storefront – right away

Experienced business owners do their best to get them on a mailing list first

There’s a reason why this latter approach works a lot better. In the fast-moving bustle and thrust of life, people are not always in the right frame of mind.

Even if they need it, most of your prospects aren’t yet ready to buy what you’re offering… at least, not right away.

This could be for a variety of reasons.

  • They may not have the money readily available.
  • Or other priorities may be higher.
  • Or maybe they can’t make a decision instantly.
  • Or they need to consult someone else first.

Whatever the reason, the fact remains that

  1. they visited your website or store
  2. read or listened to your sales pitch, and
  3. considered your offer seriously

This means that they are interested. They are potential buyers.

Surely, they can be convinced to buy.

All you need is a little more time.

  • To keep trying.
  • Following up.
  • Reminding prospects about you, your business and your product or service.

For this, you need a way to stay in touch. To follow up with them.

You need to put a drip marketing campaign in place.

Get LIST METRICS for Free!

Case Study – Don’t Stop!

Some years ago, I did a unique promotion on Clickbank. It was for an ebook written by my friend, Harvey Segal.

Here are the numbers from that promotion:

I emailed 3 of my lists.

One of them is my ‘core’ list of loyal long-time subscribers and clients. It had 617 subscribers.

The other two lists were built during a joint venture only one week before this promotion. I did not have any relationship to speak of with these readers. One of them had 2,354 subscribers, the other had 3,217

In all, my messages went out to 6,188 email addressesand just 1 in 10 had a long-standing relationship with me!

And yet, this promotion brought in over $2,500 in a week.

The first message did best of all, pulling in 44 sales from 26 new buyers in 2 days. 18 of them took a ‘Super Discount’ offer and bought BOTH ebooks – Affiliate Supertips and Vendor Supertips.

A few days later, I sent email #2.

It made another 28 sales from 18 buyers. 10 people bought both ebooks.

If I hadn’t sent out a follow up email, I could have missed out on 60% of all sales!

But it doesn’t stop there.

A couple of days later, I sent another limited-time ’24 hours only’ special offer (It was on ‘Thanksgiving Day’).

This made 19 sales from 14 buyers in 24 hours.

Net profit: $475.00

And again, 2 more days later, I sent out a last email to push sales past a self-defined target… and got another 13 sales from 9 buyers.

This last nudge pushed the total past my target.

In all, we made 104 sales from 67 clients in 10 days!

In percentage terms, here’s how each follow up email message accounted for sales:

Email #1 – 43.2%
Email #2 – 26.7%
Email #3 – 18.1%
Email #4 – 11.9%

Now look at your own marketing strategy.

How many times have you NOT followed up… and how many hundreds of dollars have you left on the table?

Scary, isn’t it?

But before getting into the details of how to write a follow up email, let’s take a quick look at how drip marketing helps close more sales.

What is Drip Marketing?

Wikipedia describes drip marketing as “a communication strategy that sends a pre-written set of messages to customers or prospects over time”

Why Follow Up Email Marketing Works

Sales Follow Up Email

I define follow up emails as sales (or pre-sales) messages sent out to a mailing list, typically by queueing them up in an email autoresponder and scheduling intervals at which they go out to your subscribers.

How does “dripping” sales messages over time help get better results?

To help you understand this, I’ll describe a concept my mentor Jay Abraham calls “the moving parade”. At any given moment in time, out of the dozens (or hundreds, maybe even thousands) of people in your pipeline, there will be some who are at different levels of progress or interest.

  • A few will be ready to buy, just raring to rush out and grab your product or service the moment you make them the right offer.
  • A few will be interested, eager to learn more, or even willing to make a buying decision after learning a bit more.
  • And some others are merely curious about your deal, but are not in a frame of mind to buy – at the moment.

The last 2 groups are the ones your follow up email marketing messages will gradually convince, moving them from whichever stage they’re in towards being ready accept your offer and try out your product or service.

There’s another reason why drip marketing works.

  • Your offer itself – or the way it is presented – might leave a few interested prospects desiring more information or time to make a buying decision.
  • People respond to the same offer in different ways. And the same people who ignored an offer presented one way might later on grab at it… when you make a tiny revision to it, or slightly shift its focus.

Take, for example, an electronic gadget like the new Apple iPhone.

One way of marketing it could be to highlight its technical prowess – the powerful graphics engine driving it, the incredible technology behind its crystal clear display, the awesome storage capability and the cool software tools built in to the operating system. And such an offer would appeal to the ‘techies’ in the audience.

But the same machine could be featured for its sleek, elegant look. Or the way everything is built into a slim shell that includes a large screen and is designed for your comfort. And this approach would interest an aesthetically minded buyer.

Or you may take another approach. Focus on the sharpness and quality of pictures you can shoot using its state of art camera. The enjoyable experience of playing your favorite music on the move. The intutive interface, plug-and-play simplicity, and ease of use. All these may appeal to a novice buying his or her first smartphone.

The point is, there are many different ways to showcase the benefits of buying an Apple iPhone – and each of them will attract a specific segment of the potential audience.

If you send out a marketing message to a group of iPhone fans, and each follow up message has a different focus, then it is not surprising that each successive message will generate a response – after all, each speaks to a unique sub-segment of the whole group!

So your first goal as a marketer should be to find a way to keep in touch with your prospects.

This allows you multiple opportunities to reach them with your ‘perfect’ marketing message.

And when you send out a series of email follow up messages, you’ll get as many as possible to say “Yes” to your offer – and begin a buying relationship with your business.

How To Send a Follow Up Drip Marketing Campaign

How To Send a Follow Up Email

By first establishing a way to communicate with your ideal prospects, you are paving the road for a steadily growing relationship. Over time, this will translate into constantly increasing profits.

Yes, on-going communication can be very profitable to any business.

There are many ways to stay in touch with your clients and prospects:

  • Email auto-responders – These set-and-forget email tools allow you to pre-load a series of sales messages (and pre-sales information messages) that you can schedule to be delivered to your subscribers over time.
  • Direct mail – While this method demands some effort, organization and expense, it is an equally effective way to deliver your follow-up messages – especially when used as a complement to follow up email marketing.
  • Tele-marketing calls – Get a prospect’s phone number, determine the best time to call, and your conversation can make all the difference between a buyer and a lost sale.
  • Post cards – Another powerful and inexpensive way to deliver your sequence of follow up messages to interested prospects.
  • Webinars – Web based seminars are a cool new way to educate and persuade your prospects that your product or service is worth a try… and a whole new opportunity to break down sales resistance.
  • Live seminars and conferences – They are particularly useful for high-ticket purchases, or complex products and services where an immersive experience that combines education with selling may work better at closing a sale.

And if you’re thinking you don’t have time for drip marketing, WAIT.

You can automate or outsource most of this work – and still have your business enjoy all the benefits of staying in touch with customers and through follow up marketing.

So, now you have your drip marketing ‘channel’ in place, you’ve got to figure out how to write a follow up email.

Let’s talk about the secret formula that works like magic.

Communicate – Educate – Sell

There’s a simple 3-step formula to optimize your follow up email marketing profits.

It is also a carefully kept secret that only the most successful marketers use daily… and won’t even share with their inner circles!

No, it’s not just about writing follow up emails. While it is important to follow up, there’s more to it than that.

You need to know WHAT to say.

Many folks think following up means sending out one sales pitch after another.

That’s wrong!

You should communicate to educate.

  • Teach your clients about your product or service.
  • Instruct them about the solutions you offer to the problems they are facing.
  • Tell them about useful resources, tips and workarounds they can use.
  • Add value to their lives and business.

I like to think of this as “EDUCATION MARKETING”.

Educating a customer is nothing but a sub-liminal form of marketing, one that ethically influences your reader’s mindset and attitude, so that they become positively predisposed to buy from you.

Let me give you an example.

Imagine yourself signing up to two mailings lists about creating scrapbooks.

One of them repeatedly invites you to order their latest scrapbook creation software tool.

Every email they send you is

  • full of lavish praise for the software’s capability,
  • has testimonials from delighted users,
  • offers you special discounts and bonuses
  • asks you to order a copy right now

And this happens one email after another.

The other mailing list, on the other hand, takes a different tack.

Through informative articles shared with you at no cost, this marketer shows you how a scrapbook can be a valuable family heirloom, one that you’ll look back upon after many years to rekindle fond memories.

Each follow up email in the sequence:

  • gives you ideas to plan and design a scrapbook
  • informs you about workshops in your neighborhood related to scrapbooking
  • invites you to join discussion groups and forums to share your scrapbooking experiences,
  • encourages you to ask their in-house expert for assistance

Finally, after first educating you about scrapbooks and why you should consider starting one, the marketer introduces you to their great software tool that can help you make scrapbooking a joy.

Which one would you order the software from?

Obviously, the second one.

  • Because they invested in you.
  • Made you feel special.
  • Cared about you.

Only then did they ask you to buy anything.

And when you adopt the same strategy into your follow up marketing, you will…


Where the first email marketer was only eager to push a product at a reader, the other one first CREATED a market by educating a prospect… and only then offered the company’s software tool as a solution to solve their problem or make things easy!

By first making sure the prospect

  • understood the BENEFITS of creating a scrapbook,
  • knew the basics of doing it well,
  • participated in a community of fellow enthusiasts

the second list owner ensured that there would be an ongoing market for related products and services.

That is how educating your readers can guarantee that you create your market, monopolize it and then set your own price for anything you sell to it.

And then you can keep selling related products to your delighted fans!

Over and over again.

Learn From The Masters

Follow Up Email Template

The pioneering marketing guru, late Corey Rudl, was one of the best online marketers who fine-tuned this art to perfection.

In each issue of his email newsletter, Corey would ‘educate’ his subscribers about a particular topic. The extensively researched, very detailed articles would go on to explain all aspects of a subject.

After reading one of his reviews, a typical subscriber would almost be a master on the topic. The pros and cons of each option were nicely explained. At the end of the report, he’d recommend a product or service that, in his opinion, was the very best one to fulfil a reader’s needs in this area.

Not surprisingly, it was one that he had either created, or offered through an affiliate program (where he earned a referral fee on each sale).

Result: Win-win.

Subscribers got a wealth of information without having to do their own research. They got a ready-made answer, a solution to a potential problems, a piece of software that could get them started to exploit this insider information right away.

And Corey made a sale!

Another ‘master’ at this strategy is Jay Abraham. His list members receive – for free – a mouth-watering series of extremely informative special reports, insider analysis, white papers, status documents and more, about different areas of marketing.

These reports are more informative than the stuff many others are selling!

Even before I ever paid a cent on any of Jay’s material, I had received training content worth (conservatively) over $500 in real value. By “real value”, I mean stuff that he was selling (or once used to) for that amount of money. And he was giving it away FOR FREE!

After this, whenever Jay offers a new product or training program that builds upon this massive collection of free information, people rush to grab the limited seats available – never mind the astronomical price-tag that it carries!

Why do they do this?

Two reasons:

Jay has established his credentials by giving away high-value information to educate prospects. Subscribers can’t help thinking: “If he knows his stuff so well, it must be worth the price!”

His subscribers have been educated about the intricacies of marketing.

  • They know how their business will be transformed by putting Jay’s knowledge to use.
  • They know just how valuable Jay’s guidance in this area can be.
  • They want more of it, and they want it now.

Corey and Jay created their own markets, and then dominated it.

They did this by harnessing the power of educating readers by constant, valuable follow up email marketing.

They conditioned their audience to expect the best from their recommendations, showed them how this knowledge and experience could improve their business and explode profits.

The time and effort spent educating prospective customers pays off a rich dividend in huge profit margins on their products and services.

Margins that an eager and willing audience will gladly pay – over and over again!

How To Write A Follow Up Email

How To Write a Follow Up Email

So hopefully you now have a lot of ideas of what to say in your follow up email marketing messages.

You could:

Explain various benefits your product offers.

  • Vary the focus with each message.
  • Use one of them to detail all the different features.
  • In another, share a case study.
  • Then, use future pacing to show how their lives will change by using your product.

Mention new bonuses you’re throwing in.

In another special report in the Business Optimization series, I’ll tell you more about bonuses. But in a nutshell, you can use each follow up message to mention an extra bonus you’re throwing in – or even vary the bonuses you’re offering for a specific time frame.

Trigger different hot buttons.

Exploit the potential for following up by pushing as many of your prospects’ hot triggers as possible.

  • Offer special discounts for the price conscious buyer.
  • Add extra bonuses for value-seekers.
  • Mention short deadlines to get the fence-sitters to commit to buying now.

For a short report on the most powerful triggers that push a prospect’s ‘Buy Now’ buttons, see my other special guides: click here now.

Invite interaction and get feedback.

Another way to establish contact with disinterested prospects is to get them to interact with you.

  • Ask a question.
  • Run a poll.
  • Conduct a survey.
  • Make a controversial statement and seek their view.

Once you establish a ‘connected’ relationship, it is relatively easier to convert it into a ‘buying’ relationship.

Answer questions.

You can invite prospects to submit their biggest doubts or worries about your product or service – and then answer them in a manner that convinces hesitant prospects to consider taking the plunge. You could do it on a forum or blog, and build a sense of community as you answer questions.

Overcome objections.

Find out what the biggest barriers are to closing the sale. Then address each of them – with valid explanations – in your follow up messages.

Restate your value proposition.

Do it from different perspectives. Try and get prospects to see the benefit you’re offering them from several angles.

  • As an individual or community member.
  • As a parent or friend.
  • As an employer or employee.
  • As a seller or consumer.

You don’t know which category your prospect might identify with – so try and cover as many bases as possible.

Show proof your product works.

  • Got test results? Share them.
  • Published scientific reports or papers about it? Offer them.
  • Been published or mentioned in the press? Tell them.

Use videos, before-and-after photos, bank statements or mark sheets to prove what you’re selling works.

Share testimonials from delighted users.

Have testimonials? Display them (I’ll get into detail about effectively using testimonials in another of these Business Optimization reports here: click).

But remember – user testimonials are powerful levers for business optimization, because they tap into the very strong principle of ‘social proof’.

If you do all of this sequentially, in a non-pushy, zero-hype, threat-free manner, then drip marketing will make your prospects comfortable with the idea of buying from you.

And then, when you follow through with an excellent product, you seal that bond of loyalty – and optimize your business in a way that’s practically impossible to do… even with a million dollar ad budget!

How Often To Follow Up – And For How Long?

Don't Stop Follow Up

When does it all end?

It doesn’t.

Not unless you want it to.

Technically, you could choose to keep following up until you close the sale – or until your prospect requests that you stop!

I have personally bought something for the very first time from one marketer who sent me twice monthly follow up messages for FOUR YEARS.

So should you also continue to follow up for 4 years?


Maybe not.

Test it.

There are no hard and fast rules. It’s all individual preference – and your ideal time frame will be different from mine.

If you don’t feel comfortable with the idea of sending out one offer after another, or are worried if your follow up marketing messages may cause offense, you could publish a newsletter or ezine. This becomes a vehicle to deliver sequential follow up messages in a non-marketing fashion.

The core premise is still to keep in touch with your ideal prospects through follow up email marketing, so that you can steadily and surely move them towards a point where they trust you enough to do business with you.


In Conclusion…

Keep the ‘moving parade’ concept firmly in mind as you craft your follow up email marketing strategy.

Remember that if you prospect does not accept your offer the first time, it could be because…

  • Your timing wasn’t right, or
  • Your offer wasn’t right, or
  • Your price wasn’t right

But the prospect expressed interest – and by deploying an intelligent email follow up marketing sequence, you still have a good chance of closing the sale… in time!

I hope this short report about follow up email marketing was instructive and encourages you to put it to work in your business. Even if you forget everything else inside it, don’t forget this…

Follow up.

And keep following up.


There are dozens of ways to execute a drip marketing follow up campaign. And of course, there will be certain sequences, offers, and messages are more appealing to sections of your audience.

One ways of stating the offer might generate a higher response. Focus on one aspect of your product or service may influence a particular kind of buyer. There are ways to segment your database, profile the members more clearly, and tailor your follow up email messages uniquely to those sections for better results.

But getting into more intricate details is beyond the scope of this introductory report. If you’re interested in learning about it, I’ll address these issues in a more advanced program soon.

If you’d like to be notified about this BUSINESS OPTIMIZATION PROGRAM when it launches, be sure to sign up to our newsletter mailing list.

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I hope you found this report on how to upsell useful.

Please share your feedback. Try out just one of these ideas on your existing sales process. Track your results for a month. Then come back and drop a comment (or shoot me an email) to say how well it worked for you. I’m sure you’ll be amazed.

Do not read this report just once, jot down a few notes, and then ignore it. Put them to the test – right away.

These ideas may appear simple – but they are extremely powerful. From just a single change in my selling process, I added 62% to my net profit… and that’s from one promotion.

Imagine how much more you will make if you take action on even a few of these upselling opportunities and ideas.

So, get started right now.



The Business Optimization Series is a steadily growing collection of informative, educational and inspirational writing that’s designed to help you build a successful online business and turn words into wealth.

7 Secrets To Multiply Sales

Other special reports in this series include:

  • INCREDIBLE INCENTIVES – The Fastest Way To Succeed With Mouthwatering Bonuses
  • FOLLOW UP MARKETING – Leave Your Competition Eating Dust
  • BLOGGING FOR PROFIT – 21 Non-Geeky Ways To Make More Money Blogging
  • JOINT VENTURE SYNERGY – The Kick Ass Guide To Profitable JV Deal Making
  • GET PHYSICAL – The Easy Way To Expand Your Online Marketing
  • AUTOMATIC WEALTH – How To Get Repeat Sales From Existing Customers
  • HOW TO CLOSE THE SALE – Powerful Ways To Take Away All The Risk
  • BOOST CONVERSIONS – Explode Your Marketing Success Through Split Testing
  • POWERFUL TESTIMONIALS – Sell More, Increase Revenue & Dominate Your Market

You can read them all right here on my blog..

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