Persistence often pays, especially when it comes to lead generation and sales. So it's not unusual to want to send a second email to a prospect, especially if a first email and follow-up phone calls haven't worked.
From a CAN-SPAM point of view, continuing to email-blast a large list multiple times isn't a good idea. If you are trying to reach individual prospects, however, sending a second email can offer a convenient communications channel.
The key is to make sure the second email is in close proximity to telephone attempts. If you wait too long to follow up after leaving a voice mail message, the perception will be that you're only emailing the prospect.
When developing content for a second email, there are a few recommended practices that will deliver better results:
- Personalize the content. A simple opening, such as, “I hope your week is going well so far,” makes the email more personal and conversational. It is also broad enough that it can be used as a template for follow-up emails.
- Politely reference previous contact attempts. Mention that you've tried to contact the prospect via both email and voice mail. This can be done politely by saying, “I was hoping to connect with you regarding my recent email and voice mail messages, and thought email might be an easier channel for you.” Also reference a previous voice mail message in your subject line.
- Get to the call to action right away. If the prospect hasn't been available to take your call, he won't read a long email. Ask for an outcome upfront to schedule a brief phone conversation, product demo, etc.
- Remind the prospect about your company. Give a short description of your company or product. Instead of using a metric, describe a benefit or how you've helped other clients.
- Suggest a date. Suggesting a date for a follow-up conversation or demo often will get a response even if the date doesn't work for the prospect.
Finally, review your campaign cadence before sending a second email. The recommended practice is a campaign with about eight touches, including email and phone calls, over a two-week period.
Jenny Vance is president of LeadJen (www.leadjen.com), a b2b lead-generation company.