Sometimes, a lead goes cold despite your best efforts. But you shouldn’t just abandon leads that stop responding to your messages. Instead, try these 5 simple and proven email follow-up strategies from our B2B lead generation team. Read on, and you may just be able to resuscitate your lead, get them moving through your sales funnel, and make a sale.
1. Try A Phone Call First
Before you send an email, we recommend giving your lead a call. If you can get them on the line, you can have a two-way conversation, engage with them, and learn more about why they may have gone cold.
That lets you learn more about their pain points, what they really need, and how you can get them interested in your products or services again. Phone calls are also more personal and engaging compared to emails, so we always recommend giving a cold lead a call before sending an email.
2. Focus Your Email On A Single Goal
So, nobody picked up? That’s okay. It’s time to start writing your email follow-up. As you write, your first priority should be to focus on a single goal. What do you want from your cold lead?
Do you want to make a sale? Are you looking to set up a meeting? Do you want to give them more information about your products or services? Do you want to emphasize their pain points? Once you determine your goal, you can write your email accordingly.
Focusing on a singular goal helps you stay focused, and means you’re less likely to confuse the reader with mixed messages – or annoy them by being too wordy or unfocused. Start with your goal, and work from there.
3. Do Your Research On The Lead And Make Things More Personal
74% of marketers say that personalization increases engagement. And these days, it’s pretty easy to find information about leads on the internet. Whether you look on LinkedIn, Google, or even on a corporate website, you can learn a lot about a lead – including their title, position, role, and even information about their responsibilities at their company. With a little research, you can tailor your email to your lead more closely, and make things feel more personal.
4. Send Emails To Cold Leads In The Morning
Most people – including yourself, most likely – check their emails when they first get into the office in the morning. It’s a great time to sit back with a cup of coffee and see what you’ll need to work on for the day.
So make sure you schedule your emails to cold leads in the morning, somewhere between 8 AM and 10 AM. If you send your emails later, they could get lost in the shuffle. And definitely avoid sending follow-up emails after-hours. Leads are less likely to respond, and may not take kindly to being contacted outside of business hours.
5. Craft A Compelling Subject Line
When your email arrives in their inbox, the subject line is the first thing that your lead will see. So think of something that’s interesting, unique, and related to the goal of your email. You also should try to keep it short enough that they can still see a preview of the beginning of your email.
Need Help Converting Cold Leads? Contact Incept Today!
At Incept, we specialize in lead generation. Whether you’re looking for sales expertise or outsourced lead generation services, we can help you bring in more leads, close more deals, and grow your business. Contact us now to schedule a consultation, and see what we can do for you.