Follow-up Email

Follow-up Email is a Driver of Elevation Goal 1: Making great first impressions, increasing conversion

Data based on responses to the following question, asked in the First Impression review form

“Did [adviser] send a follow-up email promptly following the session?”

Possible responses
  1. Yes
  2. No

Follow-up Email Score

Proportion of respondents answering “Yes” 

Relationship between Follow-up Email and Conversion Rate

The relationship between Follow-up Email and Conversion Rate is highly statistically significant

Why do we ask about Follow-up Email?

Sending a prompt follow-up email arose as a key driver of conversion through our qualitative research with firm management teams, advisers and clients. 

We confirmed this relationship quantitatively through our review forms. 

How to improve your score:

Follow up!
Follow up email. Send a follow-up email after your meetings – simple as that! Your email helps re-confirm your conversation with your client and makes them feel valued as you’ve taken the time to follow up to ensure they fully understand.

Personal touch. Whilst you could get an assistant to send this out, there’s more impact if it comes from you. 

New touch point. Send the email the day after your meeting, rather than straight afterwards. This way your client will see the email as a new touch point, rather than an extension of the meeting. Research suggests we’re much more likely to remember people or concepts if we have multiple touch points.  
Make life easier
Email delay. If you’re prone to forgetting, use an email delay. Take 5 minutes after your client meeting has ended to write the email and then put a delay on so it goes out the following day.

Part of your process. Build follow up emails into your sales process – some form of written prompt/reminder makes all the difference.

Templates. Take some time building email templates that can be readily and easily changed following a client meeting. Each email should be personalised to your client but there will be segments of the email that can be repeated.
Summary. Your email should summarise the key points you discussed within the meeting.  

Actions & Next Steps. Outline any actions that need to be completed (by whom, how and by when) and what happens next (date of next meeting, etc).

My door is open. Be sure to re-enforce that your client can contact you at any time if they want to talk anything through; an accessible adviser gets more advocacy!

Don’t forget that your client’s journey is the sum of every touch point they have with you. The best journey will have regular contact to keep them engaged. Regular contact increases advocacy, and provides your client with the comfort that they can contact you with crucial updates on their circumstances, so it’s always worth taking the time to follow up conversations with an email.

How did we do?

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