The Dreaded Followup

Maybe your inbox is full of them. Maybe you’re trying to figure out how to draft one to that potential lead.

Regardless, we all know it well…the dreaded followup email. The approach is, obviously, necessary in business but they can be so painful. I know on the PR side of the house, it’s part of my day-to-day, staying on top of media contacts to make sure I don’t miss any potential opportunities for my clients. It feels like walking a fine line, between being persistent and professional without being a pest with risk of losing the lead or opportunity.

The fine folks over at HubSpot recently published this article and we wanted to share a few of our favorites with you. Hopefully in time for you to edit that followup email one last time before pressing send.

  • Send them a short piece of actionable advice (i.e. “I saw this event coming up and thought of your brand. Here is a link to tickets – hope to see you there!”).
  • Share an article relevant to their industry or profession (this is a personal favorite approach for PR – I saw this piece in the NYT and thought of the Denver spin for it featuring xx, xx, xx and my client 😉 ).
  • Reference a relevant blog post they just published.
  • Invite them to an upcoming webinar or educational event your company is hosting (not hosting a relevant event? create one!).
  • Send a “Did email get buried” email (so relevant, again, for the PR world if you’ve ever seen an editor’s inbox).

Have an idea for a great approach to followup? Leave it in the comments section and we’ll follow up (pun intended).


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