Email Marketing: The Big Follow-Up

Lev Barinskiy, CEO, SmartFinancial

Lev Barinskiy, CEO, SmartFinancial

Whether you’re working to keep that client on or if you’re looking to close a sale, you’ll need to reach out. If you’re not following up properly, you’ll be just another spammer in someone’s inbox or you may come off as pushy.

Each time you touch base, you must deliver value or else you’ll become a nuisance to avoid.

Have a compelling reason behind the call or text, something you forgot to mention that is important, or a positive tip that relates to a prior conversation. Without a real reason (other than a desire to make a sale), you’ll be doing nothing more than pestering people.

Here are some tools that may be helpful:

Take Copious Notes. You should always be taking notes when you talk with a client over the phone. You should take notes even if they come to see you in person. It’s not rude. On the contrary, it shows you’re being very attentive.

"Have a compelling reason behind the call or text, something you forgot to mention that is important, or a positive tip that relates to a prior conversation"

Taking notes is one of the more considerate things you can do: You’re saving the client or prospect time by catching up on prior conversations in reading these notes before every call and every meeting. You won’t be making them repeat themselves. Both parties will be on the same page.

Of course, you can also take notes right after your meetings. Just make sure to listen very attentively and write down important details as soon as the conversation is over, before you forget. Relying on memory is tricky, even trickier the more your business grows. Make sure to review your notes right before making a call.

Your notes should also include personal details. For instance, let’s say you were helping a client buy life insurance for her mother but before that happened, she passed away. You don’t want to later email her to set up a time to discuss buying life insurance for her mother. It’s hard to juggle so much information about so many people. Avoid awkward situations by refreshing your memory before each interaction.

Emails. Email templates are fine for following up but the most successful professionals always personalize the emails they send. Otherwise, your notes start to feel like spam. Making sure the note customizes the name alone is not enough.

Again, you can start off with “The last time we talked…” if it works. Whatever you do, never send vague emails without merit (“Hi, I’m just following up. Wondering if you have time to talk today.”). This doesn’t help you. Where’s the value? How about, “The last time we talked, I quoted you car insurance. I wanted to talk to you about a 20% discount if you bundle it with your home insurance.” Now you’ve added value for the consumer to give you some time out of their busy day for a follow-up call. You’ve also increased your premium potential with the offer.

Newsletters. These are an extension of email marketing and can include people you weren’t successful in making a sale with. You’re simply sending the email to many people at once. Hopefully, you’re sending out newsletter blasts infrequently, maybe quarterly or seasonally.

It’s always a good way to keep disinterested people in the loop in this way, because they may decide to work with you in the future.

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