How To Create a Follow-Up Email That Really Converts


When someone enquires about your business or downloads a free lead magnet from you, they are investing their trust in you. They are demonstrating they want to trust you and are taking the first step in building a relationship with you.

(A lead magnet is a bait that you use to attract your ideal customers such as a free report, free trial, free consultation, etc).

Building a great relationship from the start is extremely important because the money is in the relationship you have with your customers, not just making a sale.

Most people aren’t ready to “buy now”. They want to feel like they know, like, and trust you before they decide to buy. People are so much more connected today and authenticity is really important.

When you generate a lead from a lead magnet or an enquiry, the relationship is very specifically around that particular topic. They want more information on that topic for a very specific reason – they want a solution to a problem.

In exchange for receiving information from you which will start their journey towards that solution, they are giving you permission to sell to them through relationship marketing.  Just for the fact that they gave you their contact information shows they see you as a credible source and as a solution to their “something”.

This is why the following steps in the follow-up email process are extremely important to make sure you convert that lead into a customer.

Once they have consumed your lead magnet or more information about your business, they will hopefully be hungry to hear more from you. You’ll move them on their journey and lead them towards your solution.

However, most people are going to say no.

Do you know why?

Because they’re supposed to.

It’s ingrained into our belief system to be wary of people we don’t know and to never make a fast decision when it comes to buying something.

Because we reflect all the times they’ve brought a product or service and it hasn’t worked, not delivered on promises, etc.

So, armed with the knowledge that most people aren’t going to buy at first, you need to have your follow up system in place to move them towards your solution.

So how do we move them towards your solution?

We can use online and offline follow-up strategies to move them towards your solution. The secret is automating as much of the process as possible to give you leverage. The way that you automate your email marketing follow-ups is through an email autoresponder that automatically sends emails that you pre-programme.

follow-up email

Every contact in the follow-up stage should achieve three key things:

Build Trust

Deliver Answers

Remove Doubt

The trust between you and your prospect should never end. If you do anything to break that trust, your trust will disappear faster than a chocolate bar at a weight watchers meeting.

People are, of course, always going to have questions and objections regarding buying your product or service. So make sure you start including the answers to them in your follow-up sales copy.

People are not only going to have doubt about whether you can deliver on your promises, they’re also going to have doubt in themselves to actually apply or use your product or service.

Now that you’re aware of the three key stages that your follow-up has to achieve, let’s now look at the two core foundations of your follow-up process.

#1 Understand and deliver on the
problem your prospect has

When you’re creating your follow-up process, you need to think about those you are communicating with as people who’ve a shared problem or goal…Hopefully, you can provide the solution to that problem or goal.

Once you understand your prospects’ problems, you’ll structure your information and sales copy through your email sequence to engage with them about their needs and to deliver progressive information to help them along the journey.

You cannot deliver information and follow-up copy without fully understanding the need they have. This may sound obvious, however, many business owners fail to really understand the needs of their prospects.

This is relationship-based selling

At the point of entering their email address and contact information, your prospect knows that they will receive emails from you for a period of time. They know ultimately that you’re potentially going to try and sell them something at some point.


They’ll be making an informed decision about whether the product or service you are offering is right for them, so you need to create emotional and logical evidence as to why they should indeed buy your product or service.

Your effective email marketing follow-up strategy

In my book “The Art Of Attraction Marketing” I mention the first date principle and how it relates to business.

Imagine you’ve been single for a couple of years and you’ve decided you’ve had enough of the late night partying lifestyle and you’re ready to settle down into a serious relationship.

Every time you see your best friend, you keep on complaining about being single and how you’re looking to settle down. So just by chance your friend has a new colleague at work and she’s single, meets all your criteria and is just your type.

You start getting excited when he starts describing how she looks, what she’s into, and how she loves dogs, just like you. Just by chance, she’s also single, looking to settle down with someone. You ask your friend to set up a blind date and she accepts.

email marketing

You get all excited and even go out and buy a complete set of new clothes for the blind date. As you approach the coffee shop where you’ve agreed to meet, you can feel your hands getting all sweaty as you’re turning the steering wheel and parking your car. Your heart rate increases, anxiety levels go up, this could be the one, and everything you’ve heard about her is true. She’s amazing.

You can see she’s standing outside waiting for you, so you walk right up to her and say “Will you marry me”? The poor woman is in complete shock, the answer, of course, is an emphatic ‘NO’, and before you can even say another word, she’s running down the street calling for help.

Now, this example might seem a bit dramatic and unrealistic but when you relate this to business, it’s not. The moral of the story is ‘don’t propose on the first date’! Yet so many businesses are saying “buy my stuff, buy my stuff” with no thought or consideration for what it is they’re doing and how it makes people feel.

The guiding principles that I use are: know, like, and trust.  

Focus on crafting more personal sales copy

If someone is allowed to get to know you, then hopefully they’ll grow to like you and will be more receptive to the message you are delivering. Through this journey, the trust will build, which will make sales conversion easier.

Forget the “corporate” jargon and write to people as if you were speaking to them in a personal way.

sales copy

Once you’re able to do that, you can start weaving in some powerful copy that’ll psychologically connect with them through the use of NLP and specific language patterns that are designed to influence.

Each email you send should have the goal of building the relationship between you and them, build their knowledge through information and continue to help them towards their end desired results.

Think lots of value and progress them along the path to a sale.

At the end of each email, you must have a call to action that gives them the opportunity to buy your product or service or enter your sales funnel.

We want to build massive amounts of value, but never forget that the end result is to generate a sale, so you must always use calls to action in your follow-up.

If you build your email marketing follow-up sequence so that it hits the spots, you’ll enjoy higher conversions.

To maximise conversions of your follow-up marketing you must integrate other forms of media. You can send out direct mail campaigns, you can follow-up on the phone, use retargeting through Facebook and Google.

My advice is always to get one follow-up system converting and working. Once you’ve done that successfully, move on to the next.

How well is your current follow-up email marketing campaign doing?

If you are using email to follow-up leads and prospects, does each one build trust and develop a relationship?

Are you addressing their concerns and objections?

Take a look at your sequence, does it take people on a journey? Does each email clearly take people on a journey that get’s them to know, like, and trust you?

This isn’t easy stuff. It actually sounds simple but when it comes to writing a great email autoresponder sequence most people fail.

Follow the steps above and you’ll have a framework for writing a follow-up that really converts.

About the Author

Alex JenkinsAlex Jenkins is an Author, entrepreneur, and marketing expert who is a trusted advisor to entrepreneurs and business owners on marketing, internet marketing, and business success.
He is known as a sought-after millennial online marketing consultant with a reputation for creating profitable marketing campaigns that boost brand loyalty and goodwill. Check out Alex’s portfolio on PeoplePerHour.


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