Following up is a crucial part of the sales process. However, a study from Scripted shows that nearly half of all sales professionals (44%) give up after only one follow-up. This is a big mistake considering that it takes, on average, eight follow-ups to reach a prospect. When you’re following up via email, time is of the essence. About half of email responses occur within 60 minutes, and if the recipient intends to reply, there’s a 90% chance it will happen within two days.

How can you help ensure your follow-up emails get read and help you to book the next step with prospects? Sujan Patel, a managing partner at Ramp Ventures, has put together some best practices on how to send better follow-up emails. We share his guidance in this issue of Promotional Consultant Today.

Keep them timely. You may feel like you don’t have time to send follow-up emails, but you shouldn’t let the task get lost in the shuffle of your other responsibilities. Patel recommends setting aside a few minutes every day or a 30-minute time block each week and keep a running list of follow-ups you need to send.

Show appreciation. People are more likely to want to interact with someone who is appreciative, Patel says. Simply thanking someone for taking time to visit with you at an industry event can go a long way at building rapport. When you send a follow-up email, always think of something you can thank the other person for. Even if they’re not ready to buy at the moment, they will likely remember your politeness and reach out when the timing is right.

Use templates. Remember that you don’t need to start from scratch with your email follow-ups. Patel says that using a platform to automate follow-up emails can make it easy to ensure at least an initial touchpoint following a meeting or discussion. Then, you can personally reply to future emails.

Include a call to action. Make sure your prospects know how they can continue the conversation with you. Follow-up emails aren’t just meant to create warm and fuzzy feelings, Patel says. Encourage prospects to take the next step, whether it’s downloading a free report or booking time on your calendar for a coffee date.

Diversify your channels. Email isn’t the only follow-up tool in your toolbox. You can also up your follow-up game by reaching out to prospects by phone or social media. Patel notes that companies with an omni-channel approach may triple their year-over-year growth compared to those who only one use form of following up.

Follow-up emails are some of the most important communications you can send to potential buyers. Strive to send 2-3 emails, and don’t wait too long before sending them. Spacing your emails a few days apart is a good rule of thumb so you don’t appear spammy. The most important tip is to keep going — don’t give up after sending only one email. When you stay consistent, you can boost your chances of getting a reply.

Source: Sujan Patel is the managing partner at Ramp Ventures and a co-founder at Mailshake.