Tips on Writing an Effective Lead Follow Up Email

Nicholas Ayers
Nicholas Ayers

Co-Founder @ Better Agency

Effective email marketing is essential to the growth of your business today. In fact, more than a third of the world’s population uses email, and that number is expected to double in the next few years.

Using email marketing is a great way to connect with people in an unintrusive way they’re already familiar with. It lets you directly connect with leads in a less pushy and demanding way phone calls may seem. It’s also proven to be a more effective means of communicating with leads than social media.

Let’s take a look at some of the best practices you and your agency can engage in to make your email marketing strategy as effective as it can be. Next, we’ll be delving into helpful templates and how CRM can help make your email marketing even stronger.

How to write engaging emails

There are several practices you can implement that can promote more engagement and bring more leads to your business, and they’re super easy to implement. You can enhance your email game by providing value to your leads, simplifying the response process, timing them properly, and refraining from engaging in annoying email marketing behaviors.

Let’s look more closely at each of these and how you can start using them today.

Provide value

One of the best ways to promote your business through email is by using it for more than advertisements. Yes, email marketing can be especially well-suited for sending out mass advertisements. Still, you can do so much more with your emails to add value to your leads’ lives, thereby increasing their interest in your company and their likelihood to engage with you. You can add value in several ways — from explaining commonly used terms in your niche to alerting leads to new discounts or membership opportunities. The options are virtually limitless.

Simplify responses

Even when leads actively want to engage with your business, annoying, long, drawn-out response processes can make them give up on contacting you at all. So, when you leave prompts for responses in your emails, make sure you make responding as simple a process as possible. That way, even leads who are less inclined to respond may take advantage of your offer, thereby increasing your overall engagement.

Avoid annoying behaviors

One of the worst things you can do in email marketing is constantly flagging your emails as high-priority. Yes, these flags can be a valuable tool, but if you use them too often, the impact of the alert will fade. Your leads can get annoyed with you for constantly drawing their attention to messages that are likely not high-priority for them.

Use the features that your email marketing system comes with wisely to avoid spamming your clients with too much information or overwhelming them with the wrong kinds of alerts.

Timing is everything

When it comes to any kind of marketing, the timing for your messages is crucial to their success. This is especially true of something as personal as email marketing. You need to ensure that you don’t spam your clients with too many emails, constantly sending out messages upon endless messages. If you do this, they will likely become annoyed with you and may unsubscribe from your email list altogether.

Instead, space out your messages and limit them to one or two per day at most. This will allow you to keep your business fresh in your leads’ minds while not overwhelming them with spam-like emails.

Additionally, try to time your emails for when most of your clients are online and engaging with their emails, as this can promote better engagement and responses to your emails.

Keep it simple

Above all else, keep your marketing strategies simple. Don’t overcomplicate everything with too many features, disconnected messages, or an overwhelming about of emails in a day. Find a strategy that works for your agency, and simplify it as much as you can. This can help drive your advertising messages home for your leads and prompt them to choose your business over others that may seem too complex to engage with.

Man writing a follow up email

Lead follow up email templates

There are several different kinds of emails you may need to send for your business, and each will have different requirements to be as effective as it can be. Let’s take a look at a few of these very different email types and templates that you can use to write successful emails.

Your first follow-up email

This is the very first email you’ll send clients after meeting with them. You’ll use the space to thank them for their time, reiterate important points from what you discussed, and prompt the next steps.

Hi, [Client Name],

Thank you for taking the time to meet with [Agent Name] today. We’re so glad you reached out to us to discuss [Client Need], [Client Need], and [Client Need]. At [Business Name], we pride ourselves on being able to [Address Client’s Needs], and we would love to work with you further to get you the [Service Desired] you deserve.

If you have any further questions about [Service], or if you would be interested in a quote, take a quick minute to fill out this form [Linked Simple Follow-Up Form], and we’ll get back to you as soon as possible.

[Company/Agent Name]

Sending a quote

The next type of follow-up email is the sending of a quote. This will likely be the second or third email you write, and it should be full of simplified, helpful information that gets straight to the point.

Hi, [Client Name],

Thank you for requesting a quote from [Business Name].

After conducting preliminary checks and research, we are pleased to be able to offer you a quote at [Quote Price] for [Service/ Loan Desired].

If you are interested in proceeding with [Service/Loan Desired], please contact our offices at [Phone Number] or reply via email at [Email Address], and we’ll be happy to help you navigate this process.

As always, feel free to reach out with any further questions or concerns.

[Company/Agent Name]

Follow-up emails: the sequel

After you’ve sent a quote to your client, you may find they are hesitant to respond or fail to do so at all, in which case you can send them a friendly reminder email to prompt action. You may wait two or three days before responding, but don’t let more than one business week pass before reaching out.

Hi, [Client Name],

I hope you’re doing well.

I haven’t heard anything back from you, so I wanted to check that you received my last email with the quote I sent you.

As a reminder, the offer stands at [Quote] for [Service/Loan Type].

If you would like to op on a call to discuss this offer, or if you need any further information, please feel free to contact me at [Contact Information].

[Agent/Company Name]

Wrapping it up

Once you have a response from your lead one way or the other, it’s time to dismiss them from your pipeline. Send them an email to let them know you are closing their case, wrapping up their requested service, or dismissing them from your email chain. This can be a great way to get closure from clients, but it can also prompt responses from those who may need an extra push to take action.

Hi, [Lead Name],

I am writing to let you know that we are closing your case.

We appreciate your time and interest and hope to work with you in the future.

[Agent/Company Name]

CRM for the win

CRM, or Customer Relationship Management, services can be vital in determining the success of your email marketing campaign. They can make the process so much easier and more hands-off than it may otherwise be by automating client lists, sending emails, and organizing demographics into groups to garner the best response level possible.

Invest in email follow-ups today!

Email marking is an essential tool today. It has so many benefits that insurance agencies like yours can easily take advantage of to exponentially grow your business. These emails can be used to address far more than simple follow-ups with clients and can be a way to maintain contact and a digital record of your exact interactions with each client, so you have the best, most up-to-date records possible.

And what’s better is you can use insurance CRM services like those offered by Better Agency to send your email follow-ups even farther than you ever could have imagined. For more information about our insurance management software and how it can make a difference for your business, contact Better Agency today.

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