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Your web business probably gets product inquiries from potential customers quite often. These requests on your products or services come via e-mail and your web site. You do our best to try to send information to each hot prospect as fast as you can. You know that you can drastically increase the likelihood of making a sale by satisfying each person’s need for information quickly! After you have delivered that first bit of information to your prospect, did you send them any more information?

If you are like most business owners or marketers, you probably didn’t. Without following up on your first information request, you’ll likely have lost that potential customer! This is a potential customer who may have been very interested in your products or services, but ended up losing your contact information, or was too busy to make a purchase when you first corresponded with them.

Sometimes, a prospect will purposely put off making a purchase, to see if you find them important enough to follow up with later. When they don’t receive a follow up message from you, they will likely take their business somewhere else.

Simply put, consistent follow-ups deliver consistent results. With an automated email follow-up campaign, you accomplish this important task.

First, you’ll need to develop your follow up messages. If you have been marketing on the Internet for any length of time, then you should already have a first informative letter. Your second letter marks the beginning of the follow up process, and should go into more detail than the first letter. Fill this letter with details that you did not have the space to add to the first letter. Be sure to stress the benefits of your products or services!

Your next 2-3 follow up messages should be rather short. Include lists of the benefits and potential uses of your products and services. Write each letter so that your prospects can skim the contents, and still see the full force of your message. Be sure not to overly sell in these follow-ups. You are trying to establish a trust worthy relationship with your potential customer at this point.

The next couple of follow up messages should create a sense of urgency in your potential customer’s mind. Make a special offer, giving him a reason to order NOW instead of waiting any longer. After reading these follow up messages, your prospect should want to order immediately! These messages are where you really go after the sale. You’ve done enough buttering up, not go in for the kill. Phrase each of your final 1 or 2 follow up messages in the form of a question. Ask your prospect why he hasn’t yet placed an order? Try to get him to actually respond. Ask if the price is too high, the product is not the right specs or if they don’t have the right features, or if he is looking for something else entirely.

This should give you a great start on earning some of those lost customers. The importance of choosing the right email direct marketing tool is essential in accomplishing this. If you skimp on features, you’ll make your job exhausting.