The Best Email Tactics for Following Up With Leads

Most contractors understand the importance of following up. That's because it's broadly known that few clients will sign a contract without a little coaxing. Often, it takes several exchanges before the customer feels sufficiently comfortable to seal the deal, and even then there may be some lingering questions or doubts. By making an effort to keep in touch, you can add value to your sales process and better nurture your leads. 

What are the components of a good lead nurturing system? Certainly, phone calls are a big part of it -- this is the preferred communication method of many potential clients. But did you know that emailing your leads can be just as effective, if not more so, than calling? 

A lot of your prospective customers will be more apt to dash off a quick email response than return your phone calls. It's nothing personal; like everyone else, your clients lead busy lives, and sometimes there's just no room for a lengthy phone conversation. Plus, an email can seem less demanding than a phone call, as it leaves the client some time to think, check out their calendar, and talk things over with family members before they respond. 

It's a good idea to email any lead you don't initially reach by telephone. However, you should also use follow-up emails to complement other interactions, such as appointments and phone calls. Among others, you should send a follow-up email in the following circumstances:

• After setting an appointment. Once you've set an appointment time, send the client a confirmation email to verify that everyone is on the same page.
• After you've met for an estimate. Follow up via email to provide notes and reminders from the meeting. Let the client know that you're available to address any concerns they may have.
• After they've downloaded something from your website. You might have an e-book or other marketing material available on your site. If the download requires that the client enter their contact information, shoot them an email to get their feedback and offer to answer their questions.

Following up is a good way to ensure that your leads are keeping you in mind throughout the decision-making process. It can also help you to stay in the loop regarding anything they may need to make the process easier. And by doing this via email, you can save your clients and yourself a little time and energy, as well as cater to those customers who prefer communicating in written form.

How to Write the Perfect Follow-Up Email

An effective follow-up email will typically include the following characteristics:

1. An engaging subject line.

Chances are, your clients receive hundreds of emails per day. It follows that, unless the subject is relevant and eye-catching, your emails could go unnoticed or end up in the trash folder. Write a subject line that is simple but specific, such as "Free Painting Estimate" or "Confirm your appointment with [Your Company's Name]". It helps if the recipient can immediately identify what the email pertains to. Something ambiguous like "Follow-up email" is most likely to be deleted without a second thought.

2. Personalization.

Though including the client's name in your subject line can look spammy, the body of your email should specifically reference the client in question. Don't send a mass email with the salutation 'Dear customers'. Instead, give each email a personal touch by addressing every recipient directly. According to a recent Hubspot article, personalized emails improve click-through rates by 14 percent and conversation rates by 10 percent. Given those stats, we recommend taking some extra time to personalize all follow-up communications.

3. A reason for emailing.

Sometimes, leads forget your company's name or what it is they signed up for, and they need a refresher. When writing a follow-up email, be sure to mention your reason for sending the message. Give your name, your company's name, and what you're following up on, whether it's a recent meeting you've had or a conversation about setting up a color consultation. This makes things easier on the client, as they won't have to wrack their brains trying to figure out who you are and why you're contacting them.

4. A helpful tone.

Perhaps most importantly, your follow-up emails should express your willingness to address the client's concerns. Refrain from using these emails to make sales pitches; a better approach is to ask how you can help. What questions do they have? What are some of their hesitations about the project? Taking this route can allow you to get a better idea of what the client's needs are, and it's less apt to send them in the opposite direction, as salesy emails often do.

5. Proper grammar.

Frequent spelling and grammar errors, though seemingly trivial, can greatly undermine the credibility of your business. Some customers might be skeptical of a contractor who doesn't differentiate between 'your' and 'you're', or who misspells simple words. Before sending an email, double-check to make certain that your writing is polished, professional, and grammatically accurate.

6. Encouragement to take the next step.

Finally, an effective follow-up email will encourage the client to take action. Let them know that they can email or call with questions, or if they'd like to set up an appointment, or if they're ready to proceed with the job. However, you should also acknowledge that they are free to hold off on moving forward. Don't be pushy. Rather, give them space to think things over, and make it clear that you're there to help when the moment is right.

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