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Best Practices for Follow-Up Emails

How can you get the most out of your follow-up emails? We looked at 150+ of our customers who have set up follow-up emails to figure out what works. Here's what we found:

  • Three follow-up emails is the magic number.

    Based on our data, sending three emails is the perfect balance to effectively reach your visitors. You can send more than three, but make sure you space out the emails to really make your message stand out. Also, send your first email a few hours after your visitor leaves to capitalize on the highest interest. Subsequent messages should be spaced out at least a day or two.

  • Your 1st email: keep it short.

    Use an optimized template if you want some direction, and keep the copy simple. For example, start off with a “Glad you visited us” and invite them back to your site with a compelling CTA such as “Shop Now” or “Apply Today."

  • Your 2nd email: add product recommendations.

    Adding product recommendations to the body of your email is a powerful way to engage the recipient. Visitors who see items directly relevant to them, based on what they viewed on your site, are encouraged to click through. Also, try including “Top Products” or “Popular Products” to showcase best sellers or top items.

  • Your 3rd email: offer a discount or coupon.

    Since your recipients haven’t acted on your previous two messages, you want to give a compelling reason to return your site. A discount or coupon code drives urgency, especially if the code expires, to encourage visitors to act soon.

  • Try out a new subject line.

    Short and creative subject lines are strongest. In your follow-up emails, experiment with a question (“Still looking for __?”) or an emoji that fits your email ("🔥  A summer sale too hot to skip"). Based on open rates and clicks, you can see which subject lines perform best.

Follow-up emails are a great way to reach your customers more often in an intelligent, targeted way. Try out these best practices to get the most out of your emails.

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