As a part of your outreach campaigns, you will need to send emails repeatedly to get the prospect to convert to a client. If you send a big number of emails every day, it makes sense to implement inbox rotation. It means sending emails from multiple inboxes. If you’re following up on a specific prospect, it makes sense to use the same mailbox from where you sent the initial email. Known as “Sticky Sending”, the same email address will be used during each step in the campaign process. Your recipient will be aware of the context of your follow-ups. Otherwise, they may simply ignore or delete your emails and your lead will turn cold. Since you are looking to build a relationship with them, you need to maintain continuity.
Following up can make the crucial difference between a successful deal and a cold email lead running cold. Most salespeople find that they need to spend some time following up before their prospect is ready to reply. There could be multiple reasons why your prospect chooses to not respond after receiving your first mail or even your initial emails. Sometimes, they may even read your email but fail to reply. However, while following up on your prospect, it is essential to remember to not be too pushy or irritate them which can make them decide to not buy from you.
Why Is Follow-Up Important?
The focus of your outreach campaigns is on getting the prospect to convert to a client. You will have to repeatedly follow up on them for quite some time for that to happen. Most will reply only after you have followed up multiple times. If you are sending a single email and after that, you don’t bother to follow up, it probably will result in your lead turning cold. This is because most people don’t respond after receiving a single cold email.
However, it is vital that you don’t follow up too aggressively or else you could end up turning them away. Another thing to make sure is to be precise and avoid being vague. The follow-up email should provide the reader with something of value. Or else, it appears as if it’s another generic follow-up email. Here are some of the reasons you should follow up:
Stay on Top of Their Mind:
If you are not following up, your prospects will likely forget about your email. Most of your leads probably have more such cold emails lying in their inbox. Unless you put in more effort, they will most likely forget, ignore or delete your email. They are more likely to recall your business name when you keep following up regularly than if you don’t communicate further after sending a single email.
They Feel Valued:
If you have followed up with any prospect, it gives them the impression that you value them and their business. When you have stopped following up after a single message, it can give the impression that you are not interested which creates a bad impression about you and your business.
Improves Customer Relationship:
Sending follow-up emails can help in improving customer relationships because it appears that you are available for your clients which facilitates developing trust. That’s why they will be more likely to choose to convert to becoming a client.
Why Use the Same Inbox for Sending Follow-Up Emails?
Using the sticky email feature in your cold email automation tool enables you to follow up on your prospects using the same email address through which the first email was sent. Doing so lets you maintain continuity in email communication with each prospect. You will have to enable the feature. Otherwise, your follow-up emails will get sent to any random email id.
Also, if your follow-up emails get sent through another email id, the prospect will likely get confused and not understand the context properly. It can even result in them ignoring or deleting your email or marking your email id as spam.
Another issue that is commonly found is that if the prospect wants to respond, then they will not be able to know which email address should they reply back. It may result in them deciding to not respond back at all, leading to a loss of a potential lead.
If you are working on increasing the efficiency of your cold email strategy, you need to put in more effort in following up. Otherwise, you are probably losing out on sales. It’s important to be persistent in following up as most prospects require multiple follow-ups before they decide to respond. With an automation tool like SendBuzz, you can keep sending the sticky emails till they respond.