After much planning, you've finally come up with a good strategy to find and target both teenagers and their parents, and you're generating plenty of inquiries regarding your offer. But that's just the beginning of your efforts! Now, you have to ensure that these leads will actually turn into long-term customers, and an important step for that is the follow-up email. From a simple "Thank You" to guiding them through the next steps, here are 5 best practices of follow-up emails to leads.
1) Be Prompt
When a teenager or their parent is interested in an event or offer, it’s only fresh on their minds for a limited amount of time. This is the perfect opportunity to send a follow-up email with more information, which keeps them interested and most likely provides them with other resources to help them learn more. If you wait a few days, it may be too late. By sending the email directly after they become a lead, you ensure that your audience stays interested, which helps move them through the sales process. In fact, following up with a lead within five minutes of signing up yields a 10 times greater, positive response rather than waiting any longer. By logging in and upgrading your listing on TeenLife.com, you can actually trigger an automatic response to inquiries you receive from us. The only thing you need to do is supply the message.
2) Provide Exactly What You Are Offering
Too often, marketers promise the world in order to get their audience to fill out a form, but never deliver. But if you remember that becoming a lead is only a step towards a contact becoming a customer, you'll realize just how important it is to deliver on your promises. The follow-up email should always include a link to the promised content (even if this offer is linked on a “thank you” page) or the information requested. Your open rates will reflect well by delivering on great content, but if you don't follow through, you’re chances of success will certainly dwindle.
3) Personalize If Possible
Personalization is crucial for any email marketing success and that's no different for follow-up emails. The purpose of a form is for you to gather pertinent information for them to receive this content, so it is easy from that point forward to personalize content specific to a single contact. Research supports just how important personalization truly is: emails with personalization in their subject have 26 percent higher open rates, while personalization within the email's body significantly increased click-throughs.
4) Be Appreciative
Teenagers and their parents want to be appreciated, so thanking them should be a central theme of your follow-up email. This step is more important than most marketers think. We don't suggest going overboard, but mentioning a short sentence of gratitude near the beginning of the email as well as at the end goes a long way. Below is an example of an effective form of gratitude towards your audience:
As mentioned, it should be brief, followed by the promised content to deliver. If they feel appreciated, they'll be more likely to continue learning more about you, which is made easier by the final best practice:
An example of our "10 Marketing Tips eBook" email, showing appreciation to our recipient.
5) Offer The "Next Steps"
Always remember that obtaining leads is not your end goal - it's only a milestone on the way to your ultimate goal, gaining a loyal customer base. That's why it's crucial to use the follow-up email to offer next steps. Offering links to your social media accounts, an informational sheet, or even another resource that will lead them closer to becoming a customer are great practices. Look at this example. This is a follow up email providing an eBook, as you can see near the bottom of the email, we provide them with relevant blog posts that might pique their interest:
Here you can see some "next steps" with popular and relevant blog post links.
Feel free to get creative with the additional content you provide or the next step you are offering. Some recipients move faster than others and know exactly what they want -- how to entice the people who are on the fence should be the focus of your efforts.
Following these five best practices will help to ensure that your follow-up messages accomplish their goal: to keep your audience interested and "nudge" them further towards becoming a customer by acquiring content that interests them.