Persistence often pays, especially when it comes to lead generation and sales. So it’s not unusual to want to send a second email to a prospect, especially if the first email and follow-up phone calls haven’t worked.
According to Jenny Vance, President of Leadjen, a B2B lead-generation company, the key is to make sure the second email is sent soon after your telephone attempts. If you wait too long to follow up after leaving a voicemail message, she says, the perception will be that you’re only emailing the prospect.
When developing content for a second email, Vance recommends the following six practices for delivering better results. All of this should be accomplished in just three to four sentences and no more than two short paragraphs.