It’s crazy how many people DON’T follow up with leads.

They don’t realize that following up with leads over the short and long term is one of the best ways to convert more leads into sales appointments and clients.

You may be wondering…

  • How does following up convert leads into paying clients?
  • What is the best way to follow up with leads?
  • How can I automate my follow up emails?
  • How can I create an evergreen follow up sequence?

To learn how, you can either watch this video:

Or, if you prefer reading, just keep scrolling down…

Have the right lead gen strategy

Now before I talk about following up with leads, I just want to take a moment to make sure you have the right lead generation strategy.

To see the lead gen strategy I recommend you use to get high quality leads with prospects chasing to work with you (in detail with real-life examples) then watch my free Masterclass training video here.

Have you watched the training?

If so, great!

Keep reading to learn how to best follow up with these leads…

The best follow up email marketing software for leads

To follow up with your leads, you need to have some kind of email marketing software. There are literally thousands you can choose from and I don’t really care which software you use, as long as it’s good and does the job. 🙂

There’s Mailchimp, ActiveCampaign, ConvertKit and many more.

For my own business (and clients), I prefer to use Kartra because it’s an excellent email marketing automation software which includes many other features like video hosting, advanced analytics, landing page builder, payment processing, split testing and MUCH more all out of the box.

See also: Kartra vs ClickFunnels: Which is best for lead generation

Create two email sequences for new leads

As soon as you generate a new lead it’s important to subscribe them to two automated email sequences. One short term email sequence and one long-term email sequence.

The goal of the short term follow up email sequence is to send leads daily reminders about completing the next step in your sales process (which for most of my clients is to book a sales appointment with them). You can do this by answering some of their frequently asked questions which may be stopping them from going to that next step.

The goal of the long term follow up email sequence is to build trust over time by providing them with additional content that again answers questions they might have about the big problem you solve for them.

Short term follow up sequence

I’d recommend keeping the short follow sequence between 3-10 days long and following up with your leads every day.

Why is it important to follow up with them every day after generating a lead?

  • They can very quickly forget that they opted in to watch the free content that you created.
  • Then the next time they receive your email, if they forget who you are, they might think it’s spam or unsubscribe

Long term follow up sequence

The long-term follow up email sequence needs to consist of weekly emails that provide value and free educational content to your leads and it should keep going forever.

After they consume that content, send them back to your marketing funnel or the next step in your sales sequence.

Building up trust through follow up emails

Constantly chasing a lead saying the same thing over and over again in an effort to get them to book an appointment is the wrong way to follow up with them.

Avoid constantly saying things like:

  • Hey [NAME], just wanted to touch base and see if you had time for a 15 minute call?
  • Hi [Name], I saw you said you were interested in [your services], but you haven’t scheduled a call yet. How does tomorrow afternoon work for you?
  • [Name], thanks for [consuming my free content]. When is a good time to speak?

These kinds of follow-up emails do not build up any trust with your leads.

If they didn’t book a call with you when they first became a lead, then why would they do so now?

They still don’t know you, so the relationship hasn’t grown stronger.

One or two emails reminding them to schedule a call with you here and there are fine… But if that’s the ONLY thing you’re following up with you won’t get anyone to take action. And even if you DO get someone taking action, the quality of that call won’t be at a high level.

What to say in your follow up emails to leads

If you want to build up trust with your leads in your follow up emails, what do you need to say?

The best thing you can do is follow up with them answering questions about different problems they have related to your solution.

For example, if you help someone generating leads, you could follow up with them with content that answers questions such as:

  • What are the best free ways to generate leads?
  • How do you generate leads on Facebook?
  • How do you generate leads on LinkedIn
  • How do you follow up with leads?

And so on…

Each time you answer they’re questions you build up trust.

The more trust you build up, the easier it will to get leads to move to the next step in your sales process.

Building up trust with them over a long period of time through content helps them remember who you are, what you do and how you can help them.

If you’d like a copy of the sequences and whole funnel that I’ve created from start to finish, I have a way for you to install it with one click to your Kartra account. You’d have to edit the text of course, but it still saves a lot of time. If you’re interested in accessing that, you can watch my free MasterClass training here.