Congratulations!

You concluded a strong promotional push, and your website traffic and phone calls are through the roof.

Until they aren’t.

After the initial flurry, you could be facing quiet phones and vanishing traffic. So, what happened?

You’re not alone. Many businesses launch a marketing push and achieve instant results, only to see interest decline after the excitement fades.

Creating and executing a strategic follow-up email campaign can help sustain enthusiasm. Taking this action can help convert short-term promotional efforts into long-term customer value.

‍The Post-Promotion Drop-Off Problem

There are many reasons why your promotional efforts might fall short.

• The prospect is just starting the marketing journey . Your campaign likely grabbed the prospect’s attention and interest. But awareness doesn’t automatically translate into sales. In most cases, prospects must go through various marketing stages before becoming customers.
• The prospect is skeptical. There’s no long-term relationship between your company and the prospect, leaving them unsure about you, what you offer, and whether you’re reputable.
• The prospect doesn’t have a pain point . The individual is intrigued by your offering but might not have an immediate problem.

Follow-up emails can be ideal for providing information and positioning your company as the experts to contact when needed. Sending a single follow-up email to a promotional campaign can convert approximately 22% of prospects into customers, compared with not sending anything.

What Follow-Up Email Marketing Should Actually Do

An email effort should accomplish the following:

• Close the gap between initial curiosity and a completed action by providing compelling reasons to act.
• Build trust and relationships by highlighting your honesty, integrity, and value.
• Emphasize your problem-solving abilities through track records and expertise.
• Keep your business top-of-mind with small actions, such as reading a blog post, downloading a case study, or taking a quiz.‍‍

‍Timing and Segmentation: How to Run a Post-Promotion Email Campaign

There’s more to a follow-up email campaign than creating verbiage, merging email lists, and clicking “send all.”

A successful email strategy generally rests on two foundations: Timing and segmentation.

Timing: When and How Many

Plan to issue three to four emails within 10 days to avoid “inbox fatigue.” Here’s what this might look like:

• Day 1. Thank the prospect for their interest, remind them of your offer, and provide an easy-to-use call to action. This might feature a “book now” button that leads to a website or a “click-to-call” link.
• Days 3-5. Anticipate concerns by answering a list of frequently asked questions or explaining the steps you take to solve a problem.
• Days 6-7. Provide testimonies from loyal customers or case studies to demonstrate how your business has helped others.
• Days 8-10. Impart a sense of urgency or offer additional incentives to spur actions.

Segmentation: Where the Recipient Is in Their Journey

Sending generic email blasts to your entire list is a sure way for the recipient to hit “unsubscribe.” Instead, separate your audiences by how they reacted to your campaign.

Segmentation can look like the following:

• Opened but didn’t click : Members of this group saw something in your campaign that they liked, but didn’t go further. Send an email thanking these prospects and finding out why they didn’t act.
• Clicked but abandoned: The prospect might have clicked your offer, but didn't complete the process. An email reminder to act can be helpful.
• Unopened: If your campaign didn’t generate interest, consider sending emails to help keep you top-of-mind. These can offer problem-solving abilities, offers, and customer success stories.

Be Sure to Automate

You don’t need to send all emails by hand. Doing so isn’t feasible.

Many customer relationship management software providers offer automated setup options, allowing you to plug in sequences that generate emails based on customer and prospect actions.

In addition to making your life easier, targeted automation works. Automated marketing follow-ups have a 70% higher open rate than one-size-fits-all promotional blasts.

Don't Let the Campaign End When the Promotion Does

A one-time promotional campaign can generate initial excitement. A post-promotional email campaign can turn that excitement into action that converts prospects into customers, builds loyalty, and improves your revenue.

Additionally, follow-up email marketing can help improve customer retention after the promotion.

If you’re unsure where to begin with your post-email efforts, get in touch with the experts at UpSwell Marketing.

UpSwell's integrated approach of direct mail and digital outreach keeps your brand top-of-mind with prospects, moving them from awareness to action.

Working with UpSwell lets you share why you’re the best at what you do, and how you can help prospects solve their problems.