Staying in touch with your customers is as easy as sending a follow-up email. Here are 6 ways to do it right.

Closing a deal isn’t the end of a relationship with a customer; it’s more like the end of the first chapter in a long story. You’ve built trust and formed a bond with this person. Why not keep it up? A good customer relationship is the key to encouraging repeat customers – ones who you work with over and over again. It’s good for business, and it’s not hard to do, either. It all starts by sending a follow-up email.

Sending a follow-up email to a customer is different than sending one to a prospect. But what goes into a follow-up email? When do you send one? What purpose do you hope it will serve?

Staying in touch with previous clients is a great way to turn them into repeat customers, but that can’t be your goal in sending a follow-up email. A customer will likely see through that right away.

No, the reason for sending a follow-up email is to continue the relationship you’ve built. You can still help your customer one day when they need to solve another business problem. By staying in touch, you become one of the first person they think of when they need an innovative solution.


Help your customers feel important with the help of a call management system that puts relationships first. See how Call Logic can connect people and expand your business by signing up for a free demo today!


sending a follow up email

6 Tips to make sending a follow-up email more effective

1. Mistake: Waiting too long

Solution: Send your email soon

One thing sending a follow-up email accomplishes is telling your customer that you’re still thinking about them. If you wait too long, it may seem like you only came back to make another sale, even if you are genuine about furthering that relationship. People like to feel important. If at any point your customer thinks that you’ve forgotten about them—even if you haven’t—they won’t feel important to you anymore, and consequently, you likely won’t be relevant to them, either.

2. Mistake: Upselling

Solution: Focus on the relationship

Your first follow-up email should be lighthearted and perhaps entirely devoid of upselling tactics. Whatever you do, don’t go in with a note that says, “Hey! I hope everything is going well. Wondering if you have time to talk about a new product we have?” Your prospect will go from delighted to hear from you to defensive and uncertain, which is not a mood you want to put them in. If a sale is going to happen, it will happen in a second, third, or fourth email, or even more. For now, you’re just reinforcing the relationship and staying connected.

3. Mistake: Being generic

Solution: Be specific

B2B customers don’t want to read emails that start with “Just wanted to touch base.” You’re writing specifically to find out how the new product or service is treating them, and if there is anything else you can do to make sure they are satisfied. Don’t be generic. Put some effort into sending a follow-up email that a customer will appreciate and remember.

4. Mistake: Forgetting

Solution: Use automatic scheduling

Worse than waiting too long is forgetting altogether! You won’t keep very many customers that way. If you have trouble keeping appointments and juggling emails, use a tool like our call management software, which can automatically schedule and send follow-up emails so you don’t have to. With the technology available today, there’s no reason every salesperson can’t excel at sending a follow-up email.

5. Mistake: High expectations

Solution: Keep your expectations reasonable

Sometimes a customer isn’t interested in maintaining a relationship. They might be the sort who prefers doing outreach themselves when they need a solution or service, or maybe they were dissatisfied with what you sold them or the service you provided. In such cases, make a few attempts to reach out, but keep the emails to a minimum.

6. Mistake: Mixing up contacts

Solution: Organize your information with call management software

You’re dealing with a lot of information on a lot of different people. It’s important to keep everything in order. Call management software can help you by storing customer information in one place and offering you easy access to the information you need, when you need it.

7. Assuming your customer doesn’t have other options

Solution: Offer top-notch service

It’s easy to assume that once you’ve sold someone on your product or service that they’ll always stick with you. But no matter how great or affordable your offer is, there is always someone better or less expensive. What your competitors can’t offer is your brand of personalized service. Follow-up emails are just one part of the entire sales goal, which is building great relationships.


Keep track of your customers’ information with Call Logic’s call management software, which can store email addresses, phone numbers, and so much more. Contact us today to set up a free demo!


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