5 emails for follow up

How To Follow Up:
PROVEN STRATEGIES & EMAIL TEMPLATES
F R O M S I GNA L S & B R E A K T H R O U G H EMAI L

Meet Your Hosts
Think about your
significant other
for a moment.

Think about the
relationship you’ve
built on trust,
patience, and
understanding.

Now imagine if that
person called you
three times a night,
asking about your
relationship status.

Imagine receiving
four emails a week
"just checking-in"
to see when your
next date is.

Still feeling the love
– or just feeling
plain annoyed?

That’s just not how
relationships work. And it’s
probably what’s ruining our
sales follow up, too.

So today we’d like to review ...
1. How to follow up ... when you’ve had a conversation
2. How to follow up ... when you get a trigger event
3. How to follow up ... when you have no meeting

1.
How to follow up ...
when you’ve had a
conversation

Have you ever walked out of a meeting where ...

The client is hanging on your
every word.

every word.
They were finishing your
sentences.

every word.
They were finishing your
sentences.
They didn’t flinch at the price.

You’re already
deciding how you’ll
spend the
commission check.

Fast forward three months ...

They aren’t
returning your
calls.

They aren’t
returning your
calls.
They’re not
responding to
your emails.

They aren’t
returning your
calls.
They’re not
responding to
your emails.
You feel like you’re
reaching out to an
empty void.

That’s because you made the
number one mistake – the fact
that you had to write a follow
up email in the first place.

When concluding a call, use 5-10 minutes to ...
ü Establish if they’re actually interested
ü Establish if I’m talking to a decision maker
ü Establish if they have money
ü Establish the game plan for the sale
ü Establish what makes sense as the next step

If we don’t set the next call, recover with a
“confused” email.
Next step?
[Name], I’m writing to follow up. I’m not sure what our next step
is.
Let me know what makes sense as a next step, if any?
Thanks for your input.
[Signature]

is.
[Signature]
Next step?
The objective
of this email is
to find the
next step.

is.
[Signature]
Next step?
The objective
of this email is
to find the
next step.
You don’t have to hide the fact that you’re following up.

is.
[Signature]
Next step?
The objective
of this email is
to find the
next step.
This is a clear
request. We’re
asking if it
makes sense to
continue. And if
it does, how.

is.
[Signature]
Next step?
The objective
of this email is
to find the
next step.
This is a clear
request. We’re
asking if it
makes sense to
continue. And if
it does, how.
This is a key
phrase. Since
you gently push
back, the person
is more likely to
respond.

But you may need a more aggressive approach.
[Name], I’m writing to follow up on our last conversation. My
boss asked me for an update on your account. I told him I didn’t
have one.
I’m not sure if it makes sense to continue the conversation. What
makes sense as a next step, if any?
[Signature]
Update?

have one.
[Signature]
Update?
I often substitute "Quick question” or "Next step."

have one.
[Signature]
Update?
This creates
urgency. People
relate to having a
boss and needing
to provide answers
to their questions.

have one.
[Signature]
Update?
This creates
urgency. People
relate to having a
boss and needing
to provide answers
to their questions.
Rather than sell
them on what
they should do,
I've found that
gently pushing
back to get their
input works
better.

Key Takeaways
• Avoid following up all together by setting your
next meeting at the end of a call.
• If you do have to follow up, use a selfless
approach where you need help.

Key Takeaways
• Avoid following up all together by setting your
next meeting at the end of a call.
• If you do have to follow up, use a selfless
approach where you need help.
For additional templates, head to
breakthroughemail.com/followup

2.
when you get a trigger event

Too many people try following up like this.
Hi Mark,
How are you?
Last time we chatted, you said I could check-in six months. So – here I
am! Wanted to touch base and see if there’s anything I can help you
with.
Do you have ten minutes to speak tomorrow? I’m available at 10am
and 2 pm ET. Let me know what works.
Re: Appropriate person?

But it’s making some major mistakes.
Hi Mark,
How are you?
with.
Weak reason – if someone didn’t care 6
months ago, why would they now?

Hi Mark,
How are you?
with.
What’s the purpose of the meeting?

Hi Mark,
How are you?
with.
What’s the purpose of the meeting?
Aggressive timetable.

We can’t just arbitrarily check-in.
Instead, use a tool (like Signals) to track
when your prospect is actually
opening and/or clicking your email.
That way, if you see a prospect you
talked to three weeks ago suddenly
clicking on the resources you sent ...
you can follow up with additional
information relevant to what they're
clicking on.

Once you see an email open alert, you can now
send this.
Hi John,
Last we chatted, you requested that I get in touch in November. I may
be a month early, but I figured it’d be worth checking-in.
Have you given any additional thought to my proposal? I’d be happy
to do a quick review of it on the phone and answer any pending
questions.
What does your calendar look like to talk?

Although a generic-looking opening, you know that the
email has been opened 2-3 times RECENTLY.
Hi John,
questions.

Hi John,
questions.
You’re catching
them when you
know your
business is top-of-
mind.

Hi John,
questions.
You’re catching
them when you
know your
business is top-of-
mind.
The next step
isn’t to force
more info, but to
have a quick
catch up.

We could also follow up with website activity.
With the paid version of Signals, you
can track website visit alerts.
Getting instant notifications unveiling
which pages the prospects are viewing
on your website can strengthen your
follow up in many ways.

These notifications can be used like so -
Hunter, three teammates of yours were looking at our product page
this week. I’ve included an example of one below.
The product page they’re all viewing is focused on helping reps
close deals at an accelerated rate.
Do you have 10 minutes to discuss what tools your team has been
researching? Would they liked to join the call? If so, how does your
calendar look?
Update?

calendar look?
Update?
The email immediately opens with activity or
information from the prospect.

calendar look?
Update?
Sending the
email when their
team is curious
increases the
likelihood they’ll
respond.

calendar look?
Update?
There’s visual
proof that
people from
their company
are interested.
Sending the
email when their
team is curious
increases the
respond.

calendar look?
Sending the
email when their
team is curious
increases the
respond.
Update?
There’s visual
proof that
people from
their company
are interested.
The next step is
relevant to
what they’re
researching.

Key Takeaways
• Don’t mark your calendar with “check-in in
three weeks” and reach your prospects when
they actually care.
• Track your emails to identify the right time to
follow up.

Key Takeaways
• Don’t mark your calendar with “check-in in
three weeks” and reach your prospects when
they actually care.
• Track your emails to identify the right time to
follow up.
Click here to start tracking your
emails for free.

3.
when you have no meeting

We were working with a client sending emails like this ...

It was packed with problems.
There is no reason for me to open.

Superficial copy.

Superficial copy.
Why does reader care?

Superficial copy.
Benefit to reader?

Superficial copy.
Need to build on this.
Benefit to reader?

Superficial copy.
Seems impersonal.
Benefit to reader?

Superficial copy.
Seems impersonal. 5 calls-to-action. Just pick one.
Benefit to reader?

We helped them with three key changes:
Re-write emails with customer interviews.
Re-write emails with phrases people respond to.
Send them with Signals to track which get opened.

The resulting email template looked like so.
[Name],
I’m writing to follow-up on my email. I didn’t hear back from anyone on
the team. If it makes sense to talk, let me know how your calendar
looks.
If not, who is the appropriate person for me to talk to?
Thanks for your help,
[Signature]

[Name],
looks.
[Signature]
This is the subject
of the original
email & the
outcome we’re
after – finding the
right person to
talk to.

[Name],
looks.
[Signature]
This is the subject
of the original
email & the
outcome we’re
right person to
talk to.
This is why you’re emailing them.

[Name],
looks.
[Signature]
This is the subject
of the original
email & the
outcome we’re
right person to
talk to.
Your objective
is to hear back
from someone.

[Name],
looks.
[Signature]
This is the subject
of the original
email & the
outcome we’re
right person to
talk to.
Your objective
is to hear back
from someone.
This is where
you request they
delegate to
someone else.

[Name],
looks.
[Signature]
This is the subject
of the original
email & the
outcome we’re
right person to
talk to.
Your objective
is to hear back
from someone.
This is your
simple, clear,
request for a
time to talk.
This is where
you request they
delegate to
someone else.

We sent it to 522 contacts ... and saw an 80%
response rate.
ü 428 responses
ü 58% provided a referral or accepted the meeting
ü 23% asked for more information
ü 18% were not interested or working with a competitor
ü Only 18% didn’t respond at all

And in the end, we made $4 million in revenue.
522 EMAILS SENT
428 RESPONDED
192 TOOK A MEETING
51 SALES
80%
46%
26%
$4,386,000

Key Takeaways
• Don’t send lengthy, “here’s everything we’ve
got” emails. Focus on the right cold outreach to
spark a conversation.

Key Takeaways
• Don’t send lengthy, “here’s everything we’ve
got” emails. Focus on the right cold outreach to
spark a conversation.
Click here to read the full story
on how we turned these emails
into $4 million.

Now don’t let your strategy
stop here, and try two things.

1. Track which follow up emails get opened most.
Start tracking for free
by clicking here.

2. Apply for the Breakthrough Email Pay-Per Lead Program
We send the emails for your
company for free, and schedule
meetings on your calendar. You
only pay when you get an
appointment.
Go to breakthroughemail.com/leads

Thank You
Michael Pici
Sales Manager,
Signals by HubSpot
Bryan Kreuzburger
Founder,
Breakthrough Email

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