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Email 2: The Science Behind The Follow Up Email

The follow up email has a really clear purpose... Gather requirements. But, your user is busy and does not want to spend 10 min doing what you want her to…

by The Knot

Ok, so you have sent out your first contact email. You have waited about 3 days, and the bride has either come back to you, in which case you can proceed with this email or not, in which case you can proceed to email 3.
When the bride comes back to you, you have now been short-listed, and the job is yours to lose. So the key is to be concise, gather minimum amounts of essential information and continue to ask for micro commitments.
Let’s jump right into your second email, shall we..

Email 2: Follow Up Email Template

SUBJECT: You only have [# OF MONTHS] Left Until The Big Day [FIRST NAME]! I can help with [SERVICE].

Dear [FIRST NAME],

Right now my availability lies between [DATE 1] and [DATE 2]. I really want to make sure that I can help you with your [SERVICE] in [MONTH].

I want to make this really easy for you [FIRST NAME], so if you could reply to this email with the following information; I can at least put together a simple quote for you, or refer you to someone who might be a better fit if I get booked.

  • [Requirement 1]
  • [Requirement 1]
  • [Requirement 1]
  • [Requirement 1]

 

It takes 5 min to reply to the above requirements, and then you can also use them for other [SERVICE PROVIDERS].

 

I still have a [DISCOUNT] offer to give you, if you sign up with me, from The Knot. So please get in touch so that I can help you redeem it.

 

Best Regards,

 

[YOUR NAME]

[YOUR SIGNATURE]


Now let’s chat about why this email works and the psychology behind it.

Before even sending this email, you have waited. Waiting is extremely important, as it allows for the bride to take time to look at your portfolio, compare, and get comfortable with hearing from you again. Now, lets jump into the email anatomy.

  1. Subject line
    • Counting down the time left creates urgency
    • Personalising the subject line with name and addressable concern helps increase open rate
  2. Line 1
    • Shows that you are in demand and creates the fear of missing out. It also creates urgency for the bride to take action, whilst showing your availability
    • Shows that you are genuine and want to help where you can
  3. Line 2
    • The bride needs to be made to feel comfortable and relaxed – words like “easy”, “simple” and that you are doing things for her. help to do this
  4. Lines 3 to 7
    • Simple bullet points no longer than 30-40 characters
    • No more than 5 bullet points
    • Allows for bride to respond in line
  5. Again, helps to underline that the call to action is really easy and important. Also shows that you are not desperate for work, and that this work can be reused.
  6. Line 8
    • Discount, creates an incentive to complete the form and urgency also
    • Close attempt

example

SUBJECT: You only have 5 months left until The Big Day Belinda! I can help with your celebrant requirements.

Dear Belinda,

Right now my availability lies between 25 June and 1st August 2015. I really want to make sure that I can help you with celebrancy in July.

I want to make this really easy for you Belinda, so if you could reply to this email with the following information; I can at least put together a simple quote for you, or refer you to someone who might be a better fit if I get booked.

  • Are you looking for a religious ceremony?
  • Have you written your own vows?
  • Do you have a format in mind?
  • Have you booked a venue?

 

It takes 5 min to reply to the above requirements, and then you can also use them for other celebrants

 

I still have a free bottle of Verve to give you, if you sign up with me, from The Knot. So please get in touch so that I can help you redeem it.

 

Best Regards,

 

The Knot Team

by The Knot

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