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How to Build an Email Follow-Up Campaign

How to Build an Email Follow-Up Campaign

Do you ever find yourself struggling to close a sale or hold on to a customer? If so, focusing more heavily on email follow-up campaigns might be just what your business needs. Follow-up campaigns go a step further to engage customers or leads, increasing the chance that those leads will convert. In today’s post, we’re walking through the basics you need to know before building an email follow-up campaign.

Follow-up campaigns go a step further to engage customers or leads, increasing the chance that those leads will convert. Click To Tweet

What is an email follow-up campaign?

An email follow-up campaign is a series of emails that you send after someone opts in to your lead magnet or otherwise interacts with your business. These follow-up campaigns are a valuable opportunity to push customers closer to conversion. Multiple studies have shown that follow-up emails generally see a better response than the initial email — so when you send more than one email, you have a better chance of sparking action.

We don’t recommend spamming your customer’s inbox. But we do recommend crafting a high-quality email follow-up campaign that strategically targets users who need that little push to convert. Follow-up campaigns aren’t difficult or expensive to create — especially when you use a follow-up email template — and they can do a lot for your business.

5 steps to build an email follow-up campaign

Here’s how to build the ideal email follow-up campaign, from start to finish.

#1. Consider your timing

Timing is everything when it comes to follow-up emails. Here’s what we recommend: Send your first follow-up message two days after the original email. From there, send the next email a couple of days later. Then begin spacing out the time between emails by a few additional days each time.

Keep an eye on your analytics to see how this tactic goes. If it works for you and your customers, great! If not, do some testing to find out what does. This way, you aren’t deluging anyone’s inbox — but you are staying at the top of your customers’ minds.

The best email design, directly in your inbox.

#2. Plan your approach

You don’t want to send your customers the exact same follow-up email five times in a row. Instead, each email in your follow-up campaign should be carefully crafted with unique content. You could send one follow-up email that includes video content, another that showcases testimonials from previous happy customers, and a third that’s more overtly promotional with a strong CTA. Making sure every email is different is a good way to help get each one opened and read.

#3. Write strong follow-up email subject lines

When it comes to follow-up email subject lines, getting your point across clearly and quickly is key. Your customers’ inboxes are filled with hundreds of other emails. For yours to stand out, it needs to be simple, clear and eye-catching. How can you convey the main message of the email in as few words as possible? That’s your goal for follow-up email subject lines. Personalizing your subject lines like H&R Block did here can increase your open rate, too.

Subject line: Need your refund now, Hailey?

email follow-up campaign

#4. Don’t forget personalization

That brings us to our next point: Personalizing your follow-up emails is an essential step. Personalized emails get more engagement, and segmented email campaigns make up a big chunk of most marketers’ overall revenue. Include your customer’s first name in the subject line and in the body of the email. You can also personalize the message according to a customer’s geographic location, demographics and purchase or browsing history. Here, Equinox personalized its email with the customer’s first name in the subject line.

Subject line: Kelly, membership has its perks 

personalized follow-up email

#5. Optimize your CTA

When you’re designing your follow-up emails, start with your CTA. Figuring out your CTA first can help you build the rest of the email around that main ask. We also recommend making the CTA more visible through email design, whether those are subtle changes (such as strategically choosing a color) or more obvious elements (such as adding a few arrows pointing to the CTA button).

This message from MealPal isn’t necessarily a follow-up email, but we love its CTA all the same. The bright orange sticks out at the top of the email where it can’t be missed. And if a reader scrolls through the entire message, they’ll see another CTA at the bottom, too.

Subject line: Treat yo’self to lobster, salmon and burgers on MealPal

email CTA example

Wrap-up: Make your own email follow-up campaign

Ready to create your own email follow-up marketing campaign and win more conversions? Save time by using our free email templates. Our template catalog has hundreds of pre-made templates ready to be customized, or you can opt to create your own from scratch. And if you’d like to follow up with customers after a specific event, use our Follow-Up email template by designer Matteo Della Chiesa to connect with attendees. Follow-up campaigns are a must for every business — create yours today!


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How to build an email follow up campaign

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BEE Team