Hatch Blog Sales

The 4 Best Performing B2C Sales Follow Up Emails

December 10, 2019

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Johnny Burns
Written By
Johnny Burns
Topic
Sales

Want to hear something crazy? Over the last three years, our Customer Success team has sent over 1,500,000 texts and emails.

It's safe to say that we are the mortal enemy of unlimited data plans.

Through those 1.5 million messages we've found out what works and, even more importantly, what doesn't. Recently, I dug in and found our best-performing sales cadence for prospects who have reached out to our clients for a quote. 

To illustrate how powerful this cadence is, here are the cadence results for the last two days for a particular client using these emails.*

rehash-quoted


$21k in two days 😲.

Check out this sales follow up cadence template yourself below - I included a little backstory on why these messages work so well, too.

Feel free to use it for your next prospect or make it a go-to template for your entire sales team.

Email #1

Subject - [Company Name] Consultation | [Contact First Name] [Contact Last Name]

[Contact First Name],

My name is [Rep First Name]. I'm a [Title] with [Company]. I'm emailing you to follow-up on the recent consultation you had with us.
 
Would love to get your project started. When is a good time I can give you a call to get the ball rolling?
 
Thank you,
[Rep First Name] [Rep Last Name] | [Phone Number]

 

When to send: 11am. Same day as initial conversation with a prospect (if no response).


Breakdown

This is the basic overall theme of the emails that generate interest - short and sweet. The more conversational the tone and style of your email is, the more authentic it feels. Authenticity is what drives response rates.

Email #2

Subject - [Company Name] Consultation | [Contact First Name] [Contact Last Name]

[Contact First Name],

It's [Rep First Name] at [Company]. There are a few reasons why people typically don't move forward.

  1. Affordability
  2. Not enough information
  3. Product offering

I'm happy to work with you to better understand what it will take to earn your business. Is one of the above affecting your decision?

Thank you,
[Rep First Name] [Rep Last Name] | [Phone Number]

 

When to send: 11am. Five days after initial prospect conversation (if no response).

Breakdown

We found that these are the three main areas that cause prospects to close the door on doing business with high-consideration companies. This is my favorite message in the cadence because it poses a question that creates an opportunity for conversation.

By addressing these concerns up front, you're inviting your customer to explain why they're not doing business with you - and that gives you an opportunity to counter.

Email #3

Subject - Still interested?

[Contact First Name],

It's [Rep First Name] at [Company]. I'm reaching out to see if your project is still on the table.
 
Thank you,
[Rep First Name] [Rep Last Name] | [Phone Number]

When to send: 11am. Eight days after initial prospect conversation (if no response).

 

Breakdown

Short and to the point. Be direct and let your customer dictate the next step. 

Email #4

Subject - SMOKE SIGNALS - [Contact First Name] [Contact Last Name]

[Contact First Name],

It's [Rep First Name] at [Company]. Are you looking to get this project done soon, or should I touch base in a few months?

Feel free to use me as a resource if anything comes up.

Thank you,
[Rep First Name] [Rep Last Name] | [Phone Number]

 

When to send: 11am. 11 days after initial prospect conversation (if no response).

Breakdown

This is the closing email in the cadence. If you haven't heard back from your prospect over the 11 day cadence, segment them as a cold lead and make a note to follow-up later with a different campaign.

Recap

At the end of the day, just blasting automated emails alone isn't an effective strategy in today's B2C outreach climate. You need the infrastructure in place for your sales team or call center to continue the conversation beyond your Gmail, Outlook, or other email client. 

*That brings up this important asterisk you may have noticed earlier in my post - yes, we are biased fans of texting for businesses.

You'll notice in the statistical breakdown of this campaign that the conversion rates for texting are MUCH higher than if you send out emails alone.

If you haven't explored texting in addition to email for your business sales teams, you're missing out on a huge opportunity to engage your prospects.

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