SlideShare a Scribd company logo
7 Examples of How to Spruce up Your
B2B Email Follow-up for Spring
Cleaning
Traditional B2B Email Follow-up
Here’s the classic follow-up email:
Traditional B2B
Email Follow-up
• This email included more
supporting information, like an
external link to a complementary
article and performance metrics
• What made this email stand out
was the P.S. after the sign-off,
which gave the email a more
familiar tone and included a link to
read testimonials from big-name
clients
Crucial Elements of a Successful Follow
Up:
• Personalization– Including the prospect’s first name and/or
company can improve both email and sales conversion rates.
And it makes the prospect feel like you actually know them
• Supporting information– You know your product performs
well, so let your prospects see what they can expect by
working with you
• A clear call-to-action– Every email must include some type of
CTA, from a big button linking to a demo form, to a simple
request to set up a call
Eye-Catching Subject Line
Instead of including “follow-up” in your
subject line, look at this one:
Eye-Catching
Subject Line
• Even if you don’t buy the email list,
the $50 gift card offer is a great
incentive to open the email, which
is half the battle!
• Take a risk with a new subject line
in the follow up
Post-Event Email Follow-up
After meeting potential customers at a
conference, send this follow-up
Post-Event Email
Follow-up
• This email reminds the recipient
where they first heard of the
company and why they should
consider you for their project
management solution
• Also includes various ways to learn
more about the product depending
on how far along in the buying
cycle they are
This one is less personalized, but still a
fantastic example of post-event follow-up:
Post-Event Email
Follow-up
• Used their MarketingProfs’ B2B
Marketing Forum list to widen the
reach of their next webinar
• Well-timed and relevant to the
customer
• Send them relevant content and
invite them to future events– just
make sure to send some kind of
follow-up
Triggered Email Follow-up
First, here’s the original email:
Here’s the follow-up:
Triggered Email
Follow-up
• Using their marketing automation
system, they were able to track
who clicked through the first email
to the infographic, and send those
people a follow-up just hours later
• If they didn’t click on the desired
link, try sending another email a
few days later with a different link
or CTA
• If it wasn’t opened, try adjusting
the subject line or sending them
something totally different
• Make sure to test your emails
Website Activity Email Follow-up
Send this email after they visit your
website:
Website Activity
Email Follow-up
• If your prospects are looking at your
pricing page, they’re probably very
interested in your product
• Skip ahead in the normal nurturing
process and ask for a call
• Don’t send the same email to every
web visitor- tailor the message and
CTA to the page the prospect
visited
• Also try sending a piece of content
that will move them further down
the funnel
Originally written by Caroline Malamut,
the full post can be found here

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How To Spruce Up Your B2B Email Follow-Up

  • 1. 7 Examples of How to Spruce up Your B2B Email Follow-up for Spring Cleaning
  • 3. Here’s the classic follow-up email:
  • 4. Traditional B2B Email Follow-up • This email included more supporting information, like an external link to a complementary article and performance metrics • What made this email stand out was the P.S. after the sign-off, which gave the email a more familiar tone and included a link to read testimonials from big-name clients
  • 5. Crucial Elements of a Successful Follow Up: • Personalization– Including the prospect’s first name and/or company can improve both email and sales conversion rates. And it makes the prospect feel like you actually know them • Supporting information– You know your product performs well, so let your prospects see what they can expect by working with you • A clear call-to-action– Every email must include some type of CTA, from a big button linking to a demo form, to a simple request to set up a call
  • 7. Instead of including “follow-up” in your subject line, look at this one:
  • 8. Eye-Catching Subject Line • Even if you don’t buy the email list, the $50 gift card offer is a great incentive to open the email, which is half the battle! • Take a risk with a new subject line in the follow up
  • 10. After meeting potential customers at a conference, send this follow-up
  • 11. Post-Event Email Follow-up • This email reminds the recipient where they first heard of the company and why they should consider you for their project management solution • Also includes various ways to learn more about the product depending on how far along in the buying cycle they are
  • 12. This one is less personalized, but still a fantastic example of post-event follow-up:
  • 13. Post-Event Email Follow-up • Used their MarketingProfs’ B2B Marketing Forum list to widen the reach of their next webinar • Well-timed and relevant to the customer • Send them relevant content and invite them to future events– just make sure to send some kind of follow-up
  • 15. First, here’s the original email:
  • 17. Triggered Email Follow-up • Using their marketing automation system, they were able to track who clicked through the first email to the infographic, and send those people a follow-up just hours later • If they didn’t click on the desired link, try sending another email a few days later with a different link or CTA • If it wasn’t opened, try adjusting the subject line or sending them something totally different • Make sure to test your emails
  • 19. Send this email after they visit your website:
  • 20. Website Activity Email Follow-up • If your prospects are looking at your pricing page, they’re probably very interested in your product • Skip ahead in the normal nurturing process and ask for a call • Don’t send the same email to every web visitor- tailor the message and CTA to the page the prospect visited • Also try sending a piece of content that will move them further down the funnel
  • 21. Originally written by Caroline Malamut, the full post can be found here