I love attending conferences because they continue to provide me with inspiration and ideas to create relevant online content for me to share. This week I’ve received many follow up emails from DMA09. I want to praise those on a great job for being prompt and also remind everyone that if a follow up email is drafted a certain way it can sometimes be viewed as unwanted solicitation, aka spam!

Here are tips on increasing the chances you’ll get a reply and create a business connection. I’m using real examples from follow up emails I’ve recently received and will share my insight on how to enhance these follow ups as I share my tips. (All names removed)

1. Familiar subject line:

Emails to me: Subject: “Analytics and Marketing Science Services” and “1:1 Marketers have incomplete Online Marketing Capability”

Both  subject lines are descriptive but immediately resemble a sales pitch as opposed to a personalized email. I receive hundreds of emails and will skip over emails that I know are sales pitches and do not catch my attention with something personal. Subject lines that are more enticing can be as simple as “Nice to Meet You at DMA09” and “Thank You for Attending My Session at DMA09”. Notice these examples include a specific event that will be familiar to your recipient. The subject line should not be used as a sales pitch. Rather, a hook to get you to read more or a simple personal greeting.

2. Personalize the greeting:

Emails to me- Addressed as: “Dear Subscriber” and “Dear Colleague”

The greeting is the first thing your recipient sees when they open the email. Using the person’s name makes the email much more inviting. If your reader feels like their email address was entered into an automated system, you will lose them immediately. An automated service to send follow up emails may save time initially but taking the extra few minutes to personalize your greeting will yield more replies that turn into business connections in the long run.

3. Refresh their memory:

Email to me- “Melodie- what great memory and follow through. Impressive.”

After the greeting, it’s a great idea to bring up something specific that was discussed. I easily meet over 100 people at a large conference so it’s difficult to keep track of specific conversations. After meeting someone I immediately jot down a note about our specific discussion so I can refer to it in the email. The email I received for this tip was written to me after I addressed something very specific from a conversation. People appreciate if you refresh their memory about your discussion, especially since most people don’t do this. It shows you are truly engaged and interested in the conversation.

4. Call to action:

Email to me: I am trying to reach you to discuss the management of  your  meetings and events, which I understand may be an aspect of your job.

This sentence does not sound confident. It is very ambiguous as to what the company offers and why I will benefit from responding. Create specific calls to action. Another way to craft this sentence is “I’d like to speak with you to discuss a great opportunity I’m offering for the management of your meetings and events”. I’m currently offering a complimentary consultation to anyone who schedules an appointment before the end of this month”. This new sentence has a specific offer (free consultation) and is also time sensitive prompting  the reader to respond right away. Make sure your follow up email is accompanied by an additional item that keeps the connection alive and gives the reader a reason to reply.

5. Socialize your email:

I see very few follow up emails that incorporate social media. Include a link to your Facebook, Twitter, LinkedIn and/or blog in your follow up emails. By socializing your email you allow your recipient to connect in a more interactive way. You are also showing your potential customer that you care about community building. By linking to your blog and other networks that have relevant content you will enhance your credibility as a resource and expert. I often send a LinkedIn invite that corresponds to my email.  I will reference my email “I have sent you an email in regarding our conversation.” If your recipient receives 20 follow up emails from attending a conference, a personal invite on LinkedIn  significantly increases your chances of creating a connection because you are showcasing your credentials and can show an established professional background.

6. Follow up your follow up Email:

To conclude your email I recommend stating your intention to follow up again after the initial email. This lets your recipient know you plan to follow up again so they your next communication. “I appreciate you taking the time to read this email. I will follow up by phone next week to set up a meeting”.

Keep all of these tips in mind when drafting follow up email and motice your connections accelerate. What other tips do you have to enhance follow up emails? Please share your tips I am always open to learning more from other industry leaders!