Your leads delete 48% of the emails they get every day (Source: Boomerang). Sadly, your quotation may suffer the same fate if it fails to catch the recipient’s attention. That is why people created follow-up emails, which may redress this situation and turn your lead into a customer.
At NetHunt CRM, we’ve interviewed 2000+ sales reps who faced a 0-5% conversion rate on their sales prospecting email and figured out tips that make perfect email.
The next ten steps will teach you how to follow up on a quote and compose an email people would love to respond to. And once you learn how to draft a perfect follow-up email, you can become even more productive by automating this type of tasks in your Gmail.
1. Do Your Homework
Before you follow up on a sales quote, you have to make sure you are addressing the right person. Unfortunately, it’s quite a common practice to send a proposal to such email addresses as email@example.com or firstname.lastname@example.org. Of course, you won’t achieve your goal this way since you need to talk to a decision maker. That’s why do research and understand who you should address to get your offer noticed.
See which factors influence the decision making the process and adjust your message so that it fits the current customer needs. You should know how long does the decision making process take, which information the company requires, etc. And don’t be afraid to ask follow-up questions to get more information and establish good relationships.
2. Set Clear Objectives and CTA
Sending follow-ups to your perspective clients is a part of your sales pipeline. Therefore, the first question you should ask yourself is What am I trying to achieve with this quotation follow up email?
In case of a quote, the objective is generally to sell. Yet, when it comes to the follow-up, the goal may change. For instance, you may aim to provide more details, schedule a meeting with your prospect, or offer them a discount. So, pick the objective and craft your letter around it.
Your primary goal defines the call to action that you include to the email. Try to express the CTA as clear as possible, letting your lead know what you want from them. Some of the possible options may include:
- Invite a prospect to a product demo.
Let us schedule a product demo where I will explain how the product works and how it may benefit your business. What time is convenient for you?
- Offer a short call.
How about we schedule a short call to discuss all the details tomorrow at 5 pm? Is this time suitable for you?
- Add a link to your calendar, offering your lead to schedule a demo, call, or a meeting any time it is convenient for them.
I know that you may still have some questions about the product after our quotation. Please feel free to schedule a call, a meeting, or a demo with me any time you want. Here’s my calendar, you can add a new event just in a couple of clicks: [link]
3. Include a Reference
As your prospect opens an email, they may not remember the initial offer instantly. Well, unless you cite your primary email with a quote. Remind your lead about the previous correspondence with such phrases as “Following up on the letter…” or “In reference to…”. This way they will quickly catch up with the quote and hopefully continue the conversation.
4. Write Email Subject
Most of us choose whether we want to open an email or send it to trash based solely on the subject line. For that reason, you have only 2 seconds to impress a person and make them open your email when it gets to the inbox.
The first thing you should remember is that your subject line has to be precise and catchy. Don’t make it too vague or too “salesy”. Better point out how the content may be useful to the client (step 6 will give you an idea on how to do that).
According to Boomerang’s study, the perfect subject line consists of 3-4 words. Moreover, they claim that subject lines written in all caps decreases response rate by 30%. So this is one more thing to keep in mind when composing a follow-up after you send a quotation.
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5. Mind Your Length and Tone
Nobody likes to read long correspondence, right? The most effective emails contain between 50 and 125 words, which is actually the length of a short paragraph. Such follow-ups will allow you to express your idea and keep the prospect interested.
Besides, it is important to be consistent in your tone of voice. Of course, it may vary depending on the industry and a specific prospect that you lead. Yet, in most of the cases, the best choice would be to stick to a friendly but formal tone.
And one more important thing to keep in mind is the readability of your emails. Have you known that the simpler you write, the better response you get? Well, according to Boomerang, the optimal level of email readability is 3rd grade. So try not to overcomplicate things, okay?
6. Include Triggers
Psychological triggers allow you to bring your email campaigns to the next level. When writing a follow up email to a client after sending quotation, always include a couple of triggers to boost their interest and close the deal. Some of the most common ones include:
- Limited offer. Say that there is some limited amount of product left or it is a limited time offer.
Only 5 left in stock!
Sign up today and get a 10% discount.
- Bright future ahead. Articulate your lead’s goal, so that they associate you with it and buy your product.
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Travel more. Spend less.
- Simple way. If you facilitate something for your leads, there is a higher chance that they purchase from you. So make it simple!
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7. Choose a Perfect Timing
The best time for a follow-up email after the quotation is 3-5 days. Try to keep the balance: if you send it too early, you may scare the prospect away. But if you send it too late, you may also lose the lead as they will no longer care who you are.
But there are other metrics you should consider. The day of the week, the part of the day, and even the exact time matters.
- According to several studies, the best day to send out emails is Tuesday, followed by Wednesday and Thursday.
- People mostly look through their emails in the morning, so consider sending your proposals and follow-ups around 5 – 6 am.
- Random time looks much better than precise one. That’s why if you are scheduling your emails for the future, don’t set them for 6:00, better use something like 6:24.
But even if you fail to turn a lead into a client with the first follow-up, don’t give up. A series of short reminders is a good practice. Create an email funnel and send out follow-ups in the right sequence once a week.
8. Use a CRM
To get more insights and constantly improve your results, use the customer management platform (CRM) that allows you to track views and interactions with the email. Among multiple amazing features, CRM helps you track if the addressee has already opened your letter and if they clicked on any links/attachments in it.
If you work in Gmail, the easiest way would be to implement a Gmail-based CRM system, which stores all the customer records within your inbox. In NetHunt, you can create customizable email campaigns and track their performance with built-in analytics. Besides, it allows you to see the performance of individual emails: the number of views and interactions.
Follow up is never the last step in your sales process, therefore CRM helps you map out the customer journey, see which leads need special attention and which deals are dragging for too long. Apart from that, CRM provides handy features to organize your daily workflow:
- Keep all leads in order and never lose a single lead.
- Create and monitor sales pipelines.
- Setup tailored and fully automated bulk emails and follow-ups.
- Keeping all customer details such as purchase history, the reason for their last call, etc.
- Timely reports and extensive data.
9. Provide Further Explanation
Of course, your lead may easily convert into a client from the first email opened. But who are we kidding, it’s rather an exception than a rule. For this reason, be ready to persuade your lead that you’re the best option in the market. For example, you may answer some additional questions, conduct a demo, or a personal meeting. You may also need to provide extra materials, so get ready to work.
10. Don’t Push
Let’s face it: people don’t like saying “no”. Mostly, they feel awkward and uncomfortable, and try to avoid this word as much as possible. That is why, if your prospect hasn’t responded after several follow-up emails, accept the fact that they are not interested in your service.
Don’t get upset as you have other leads who may convert into clients any time soon. Better make an extra effort to get them. Develop your email campaigns, conduct A/B testing, and never lose hope.
Sample of a Follow-up Email after Quotation
It’s high time to get down to business. After all the theoretical part, you are finally ready to write your own follow-up email after quotation. We hope that our sample will help you with it.
The average email campaign open rate is 21.09% (Source: Mailchimp). Hopefully, with our advice, you’ll be able to increase this rate and get more response. Using this simple technique, you have the opportunity to boost your sales and get higher response rates via email. You already know why and how, now, it is time to make it happen.