Example of a follow-up email: commercial prospecting
To successfully relaunch commercial prospecting, your email must be concise, personalized and bring new value to your prospect without ever appearing pushy.
To successfully relaunch commercial prospecting, your email must be concise, personalized and bring new value to your prospect without ever appearing pushy. The objective is not to repeat your first message, but to get your exchange back into your interlocutor's inbox while facilitating their response, especially in a strategy of commercial prospecting.
A classic and effective reminder email is structured as follows: a reminder of the context, the addition of relevant information (key figure, resource, news) and a very simple call to action (Call-to-Action) requiring little effort on the part of the prospect. Mastering this art is essential to generate qualified appointments, especially by Make a B2B appointment.
Bon à savoir
Les statistiques B2B montrent que 80 % des ventes nécessitent au moins 5 relances après le premier contact. Pourtant, près de 44 % des commerciaux abandonnent dès la première absence de réponse !
Why is recovery crucial in B2B prospecting?
In the B2B world, decision-makers are over-solicited. An unanswered email is very rarely synonymous with a categorical refusal. Very often, your prospect simply read your message between two meetings, thought about replying to it later, and then forgot it in the face of the urgency of their daily life.
The relaunch serves to make up for this lack of availability. It also demonstrates your perseverance and professionalism, especially in a logic of B2B prospecting. A salesperson who gives up at the first email gives the impression that their solution was ultimately not that important. On the other hand, a well-constructed stimulus sequence proves that you are convinced of the value you can bring to the targeted company.
Table of the impact of reminders on the response rate
3 examples of reminder emails depending on the situation
Here are ready-to-use templates that you can adapt to your sector of activity, your target and the tone of your business.
1. The soft reminder (D+3 after the 1st email)
This very short format simply allows you to check that your first email did not go unnoticed, using the same thread (by “replying” to your first message). The idea is not to be time consuming for the reader.
- Purpose: Re: [Subject of your first email]
- Email body:“Hello [First name], let me bring up my email below in case it escaped your attention under the message flow. Are you available next week for a 10-minute chat about [main benefit for the prospect]? Great day, [Signature]”
2. Recovery by adding value (D+7)
If the prospect still hasn't responded after the first reminder, you need to change your approach. Do not insist on an immediate appointment, but offer him a useful resource to prove your expertise and your understanding of his issues.
- Purpose: A resource for [Prospect's Business Objective/Challenge]
- Email body:“Hello [First name], Thinking back to our challenges around [Topic related to your solution], I thought you might be interested in this resource. We just published a case study explaining how [Company similar to the prospect] succeeded in [Quantified result]. You can read it here: [Link] .Do not hesitate to let me know what you think! See you soon, [Signature]”
3. The break-up email or “Break-up email” (D+15)
It is often the email that generates the best response rate of the entire sequence. It's about ending the conversation on your end. Psychologically, this generally pushes the prospect to react for fear of missing out on an opportunity (the famous FOMO - Fear Of Missing Out) if they have a real interest.
- Purpose: Should topic [Topic] be closed?
- Email body:“Hello [First Name], Having received no feedback from you, I deduce that improving [Subject/Process] is not a priority for [Company Name] at the moment. So I am closing this file on my side. If the situation evolves in the coming months, do not hesitate to contact me again.Good luck, [Signature]”
When and how should you schedule your commercial relaunches?
Sending the right messages isn't enough; timing is just as important. To avoid frustrating your prospect and ending up in spam, it is recommended to space out your reminders gradually. The more time goes by, the bigger the gap between two emails should be.
Typical B2B reminder sequence
Here is a standard and very efficient pace of pace for cold prospecting:
- Day 1: First approaching email (Cold Email).
- Day 3: Soft stimulus (short and direct).
- Day 7: Relaunch bringing value (resource, article, video).
- Day 15: Termination email (end of the process).
This logic is part of a strategy of automated prospecting.
Bon à savoir
La personnalisation de l'objet du mail est cruciale. Les e-mails dont l'objet est personnalisé (incluant le prénom ou le nom de l'entreprise par exemple) ont 26 % de chances supplémentaires d'être ouverts.
The golden rules to maximize your response rate
To ensure that your reminders are read and get a genuine response (not a direct ranking in the trash), always keep these best practices in mind when writing:
- Heal the object: If it is a soft reminder, reply to your previous email to keep the “Re:” which shows that a conversation is already in progress. If not, be intriguing but honest.
- Make it short: Your prospect is sorely lacking in time. Your email should be able to be read and fully understood in under 15 seconds. Get right to the point.
- Offer a clear Call-to-Action (CTA): Ask only one question by email. The easier it is to formulate the expected answer (a simple “yes” or “no”, or the choice between two dates), the more likely you are to get a return.
Timing also plays a key role, especially in a strategy of Cold email.
Bon à savoir
Le meilleur moment pour relancer ? Historiquement, le mardi et le jeudi entre 10h00 et 11h00, ou l'après-midi vers 14h00, enregistrent les meilleurs taux d'ouverture. Évitez le lundi matin (boîte mail surchargée) et le vendredi après-midi (esprit déjà en week-end).
Frequently asked questions about business reminders
To refine your strategy, here are answers to the most frequently asked questions professionals ask about email reminders.
How do you relaunch a prospect without appearing pushy?
To avoid appearing cumbersome, it is imperative to space out your reminders in time and to change the angle with each message. Instead of systematically asking for an appointment, take advantage of a follow-up to share high value-added content or news from the sector. This consultative approach positions your email as a valuable aid and not as a commercial assault, while maintaining the link with the prospect.
Should the reminder email be combined with a phone call?
Absolutely, the multi-channel prospecting provides excellent results in B2B. If your prospect doesn't respond to the second email, try a phone call or a soft approach via LinkedIn. If you come across the answering machine, leave a short voice message saying that you sent them an email with useful information. This synergy between channels multiplies your chances of attracting their attention without saturating their inbox alone.
What email subject guarantees the best opening rate for a follow-up?
For a follow-up following an unanswered first email, the most effective way is to reply to your own message to keep the mention “Re: [Your initial subject]”. For a breakup email, a subject in the form of a short question like “End of discussion?” or “[First name], I have a question” arouses curiosity. Absolutely avoid deceptive or overly commercial items that trigger spam filters.
Example of a follow-up email for commercial prospecting - What to remember
To succeed in your commercial follow-up campaigns and transform your silent prospects into potential customers, the method takes precedence over improvisation. Here is a summary of the essential elements to integrate into your recovery strategy to maximize your return on investment.
