Marketing field is always in a process of change and some approaches become outdated with time, like just checking in emails. Once they looked like a good option, but now they are claimed to be the worst among follow-ups. But some marketers still keep using this method consciously, while others keep following old-fashioned tips. Today we will find out what a check-in email is (in case you do not know) and learn how we can improve our follow-up approaches by using alternative solutions.
What’s A Check-In Email?
We all have received such emails at least e few times in our life. After you had a brief interaction with a company, you may soon get the reminder about your previous arrangement. Usually, such messages started or contained the phrase “just checking in…”. At first, it was like a kind reminder, the way to maintain the communication and to check in whether you are still interested in whatever you were talking about. So, why now it has become more like a sign of outdated sales approaches and the desperation? Let’s move forward and find out.
Why More and More Salespeople Reject Just-Checking-In Approach?
But with time the prospects and other participants of the online marketing field have become fed up with the tons of the same-looking letters. Now we all understand that this is just an attempt to attract our attention and to keep encouraging us to buy more. But the main problem here is the usage of the same templates over and over again by the number of different companies. This situation makes them useless and annoying.
While creating follow-ups, we need to know the following facts:
- people do not always remember they need to call or write you back in the specific time frame;
- follow-up emails are important if you want to get the response eventually;
- such messages can serve you much more than for just “checking in”, but to provide additional info about you and your offer.
That is why in the next part we will provide you with 6 recommendations on how to make your follow-ups better.
How Can We Improve Follow-ups Instead of Keeping Using Checking In Emails?
Using an old approach, you miss the opportunities to set the quality communication with the receiver, using the traditional follow-up email. Just modify it with the next tips and you will see it will have a positive effect on your marketing activity.
Add value to your communication. If the prospect has no contact with you for a while, you need to provide the reason to keep the conversation going. Simple “just checking in” is not enough to re-attract the reader’s attention. Make it more than just reminding about your existence. Compose the emails in a way the receiver could not ignore.
Do not lose touch with hot prospects. A quality database of active buyers or decision makers is a crucial part of any online business. So if you already have managed to set the communication, you need to nurture it and make it evolve. This task requires much more than the usage of the typical phrases and “tricks”. Your message must be well-thought and written professionally but in accordance with your marketing purposes. The receivers, especially the experienced in marketing ones, will ignore or be skeptical about emails with a clear call-to-action goal.
Make your email informative and useful. One of the best alternatives to just-checking-in emails is to offer useful information that will definitely be relevant to the receiver. The perfect version is when you connect the informational part with product or service you can offer. It can be a “How to..” article or video that features your service or product and how it can help in the person’s activity.
Provide some additional benefits. Apart from the perks of accepting your basic business offer, provide your prospect with something exclusive. It can be an additional discount or the one from the loyalty program. Or it can be a limited offer with an extended version of the service, for instance. If you are planning to write a check in email after an interview, you can highlight the extra advantages of your future collaboration.
Maintain the communication loop. You can substitute a “check-in” email with letters that will be a genuine continuation of your previous communication. It can be the notification about the recent blog post, informing about an upcoming event or an active special offer. Such informative intercourse makes your emailing look more special and valuable to the receiver.
Make it personal a bit. After all, the success of your online marketing depends not on the size of your email list, but on the quality of your approach. Showing your prospects that you care about them can really make a difference. To remind about yourself or keep communicating with the person you can send the greeting cards, congratulate about recent achievements or promotions etc.
Alternatives for Just-Checking-In Emails: Templates
We will take a look at three groups of cases and some templates that can be used then.
- You did not get the response.
– Provide an email with actionable advice:
You are probably dealing with [typical business problem], so I decided to share a piece of advice that was helpful to my customers from your industry: [a few sentences with useful thoughts].
I can share more information about [improving something]. Inform me if it is interesting to you.
– Share an article or blog post that is relevant for their business activity:
As a worker of [business industry], you might find it interesting to read this article on [relevant topic]. It has an unusual view on [pain point].
Do you think the tips from this article can be helpful in your [business activity]?
- After a triggered event.
– Congratulate the receiver (decision maker) with promotion instead of sending a regular checking in email:
I happy you have reached your promotion to [position]. Your achievements in the [company] are impressive, particularly [mention a few achievements]. So you deserved the promotion for sure.
Have you thought about your future success in [business activity]? I can share some tips with you.
– Check whether the new positions in the company require assistance that is usually is used:
Congrats on new positions of [role that is relevant to your offer]. In most cases, companies start focusing on [business goal].
I thought it might be interesting for you to learn more about [service, product]. It was helpful for [1-2 similar companies] and they admit it openly.
I can provide you with additional info on this matter. Are you free on [date and time] for a quick phone conversation?
- In case you list the deal.
– Check how it is going after they started using another product or service:
You must be using the [competitor’s product or service] for a month now. Does it fit your business needs?
Is It Bad to Use Just-Checking-In Emails in Any Case?
Well, as we mentioned at the beginning of the article, there are cases when marketers do not consider using such follow-ups as a bad idea. Usually, all those situations have one thing in: the receiver of email has made a commitment and did not fulfill it yet, or in any other way the commitment was the main topic of your previous communication.
That is why when the person has got lost after your last letter or call, missed the scheduled meeting or conversation, you can send a just checking in email. As you can see, every rule has an exception. But it would be better for you to evolve and to try some new tricks and methods we provided.