Why Are You Breaking Up with Me?
by MGB2B
When I first started writing this post, I was going to tell you not to send breakup emails. I didn’t understand their purpose; it seemed silly to me that any business would want to sever ties with a prospect just because they didn’t respond to their first few emails.
And I was right. It would be silly to want to sever ties. But the truth of it is: Breakup emails aren’t really about breaking up; they’re about triggering action. And they’re an important part of a successful automated email program.
If you’re unfamiliar with business breakup emails, they usually come after 3-5 previous, unanswered emails sent to a prospect and go something like this:
Hi Michelle,
I’ve tried reaching out to you a few times, and I haven’t heard back from you. I have some additional ideas about how to help you with [challenge that they can solve with their services]. Feel free to contact me if you’re still interested.
Of course, if [accomplishing xyz] is not a priority right now, let me know, and I’ll stop trying to reach you.
Best Regards,
Joe Salesman
It’s really quite brilliant when you think about it. Joe Salesman is basically telling me that he’s got a lot to offer and if I don’t feel like he’s worth it, I should go fly a kite (in as nice a way as he possibly can). Which makes me think, “wait a minute, maybe I need this.” Maybe I need this service more than I thought. Maybe this company can help my company do some pretty cool things, be more efficient, and ultimately, make more money. I want what he’s telling me I may not be able to have if I don’t speak up.
Last time I received a business breakup email, I responded very quickly, telling the salesperson to keep me on his list because even though I wasn’t considering their services right now, there’s a strong possibility that my company could use their services in the future. The breakup email worked. It caught my attention, and now I know the name of the company sending me the emails, so when I’m ready to use them, I know exactly who to contact.
In addition to using breakup emails to figure out which leads are still warm, it also tells you which ones have cooled. That means you can refine your list and ensure that it’s filled with interested, engaged prospects instead of dead ends. A high-quality list is always better than high quantity.
Now that you know the importance of the breakup email, that doesn’t mean you can just go crazy and break up with everyone on your list right away. You need to do it carefully. Breaking up is an art form. So before you start sending them off, here are a few tips on breakup emails for B2B prospects.
- Don’t Break Up Too Early. 80% of sales require 5 followups. Yes, 5! So don’t end it after only 2 or 3 followup emails. Time it right, or you might lose your prospect for good instead of triggering a response.
- Entice Them With Something They’ll Find Helpful or Interesting. Whether it’s ideas to help them solve a challenge or special content that you reserve only for paying clients, dangle a carrot for your prospect. If they think you have something they want, they’ll ask you to keep them on their list, or better yet, inquire about your products or services. That is the ultimate goal.
- Keep It Short and Sweet. Get right to the point. No one likes a long, belabored breakup.
- Don’t Be a Jerk. The language for breakup emails needs to be perfect so that your prospect doesn’t feel slighted or that the writer is arrogant. Feel free to use the template above and massage it so that it reflects your personal style. Or choose from a number of templates you can find online.
Take a look at your list, and figure out who’s ready to receive your breakup email. You probably have a number of prospects who are ripe to receive this type of email already. They’re just sitting there, collecting dust. You’ve got nothing to lose, except dead weight on your prospect list. Go get ’em, heartbreaker!
Tags: automation, breakup emails for b2b prospects, business follow-up emails, email marketing