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CONTENTS
YOUR GUIDE TO EMAIL FOLLOW-UP 05
1. The Subject Line 07
2. An Intro/Recap 07
3. A Pivot 08
4. Authority Builder 08
5. A Core Benefit 09
6. A CTA 09
7. A P.S Statement 09
TEMPLATES 11
Template #1: For When They Fill Out a
Request Form 12
Template #2: For After They Attended a Live
Event or Webinar 14
Template #3: For When They Requested A
Lead Magnet/Free Resource 16

Indoctrination Series | 3
Email is an essential tool when it comes to conversions. In order to take
advantage of the leads that are generated by your marketing efforts, you’ll
need to follow-up through email. If you don’t reach out, follow up, and
nurture your sales-qualified leads, your conversions will suffer, and you’ll be
leaving money on the table.

But the process of following up can seem intimidating, confusing, or simply

too time-consuming to put effort into.

Luckily, this resource will help give you the framework you need to build
out your own emails, and a few templates to help get you started!

LET’S LOOK AT THE FRAMEWORK FIRST!

Introduction | 4
YOUR GUIDE TO
EMAIL FOLLOW-UP

Your Guide to Email Follow-Up | 5

Follow-up emails can vary depending on what it’s for, but every email has
the same end goal:
GETTING YOUR PROSPECTS TO CONVERT.
With conversions in mind, there are a few essential elements that every
follow up email should have, no matter the reason for following up. These
elements are…

• A subject line
• An intro or recap (when applicable)
• A pivot
• An authority builder
• A core benefit
• A CTA
• A p.s. statement (when applicable)

LET’S BRIEFLY REVIEW EACH OF THESE ELEMENTS.

Your Guide to Email Follow-Up | 6

 1 THE SUBJECT LINE
Your subject line has 1 goal—attract attention! You can do this a number of
different ways, but we suggest you try one of these tactics:

• Build curiosity by alluding to information (often called blind curiosity)

Ex) “Kinda weird, but VERY profitable”

• Use scarcity or urgency

Ex) “85% off sale ends at Midnight”

• Be direct and speak to a benefit

Ex) “Generate traffic on demand”

• Show proof of results

Ex) “[Case Study] $188,674 from a dead list”

2 AN INTRO/RECAP
It’s always a great idea to set the stage with a recap of the last
interaction. Reminding your prospect of the value they received from your
last presentation or the lead magnet is a great way to prime them for the
close. You can ask them how they have implemented the ideas, tactics, or
frameworks you taught, or remind them of any action steps they should be
taking.

If this is your first interaction, it’s a good idea to introduce your prospect
to your company, and what you’re all about. You can do this by talking
about you mission, vision, or values, or summarize what your business
does.

You can also intro your emails by talking about a prospect need or
problem they are facing. This comes in handy for the next section…

Your Guide to Email Follow-Up | 7

 3 A PIVOT
The goal of the pivot is to transition your prospect from thinking about
their current state, into thinking more broadly about their business.
Specifically, you want you prospect to focus in on the gap between where
their business is, and where they want it to be. We call this the Before
and After states.

For example, let’s say your prospect just watched your webinar, and you
are following up to try and get them to sign up for your main service. At
the moment they are feeling all hyped up about implementing what they
learned from your webinar, but you’ll want to interrupt that excitement, and
get them to think more about their business as a whole, and where they
might need your services to help them grow.

This pivot is essential, and it’s important that you make this transition smooth.

4 AN AUTHORITY BUILDER
Now that you have your prospect thinking about the gap between their
desired before and after states, they are going to want to find a solution. Your
next step is to position your business as the logical authority that can help
them solve their problems.

You can build authority by talking about your successes, including

testimonials, key metrics, etc.

Just make sure you are positioning yourself to be a helpful guide, rather
than a know-it-all. You want your prospects to feel like they are a part of the
process, and in control of their business decisions.

Your Guide to Email Follow-Up | 8

 5 A CORE BENEFIT
Now it’s time to hit on your services, and what you have to offer. When talking
about your offer, it’s important that you hit on how your offer will benefit
your prospect. Get as specific as possible, so that your prospect can paint
a clear picture in their minds about how your services will help them achieve
their desired after state.

This is a great time to use bullets. Using bullets in your email copy will help
focus your prospect on the important information (because let’s face it,
people usually skim emails).

Your core benefit is important, so make sure it attracts attention.

6 A CTA
Every follow-up email should finish with a CTA. This is the immediate step
your prospect should take. Your core benefit should hit on the services you
want your client to convert on, so the CTA is how, and where they convert.
It can be a button they click, responding to your email, scheduling a call,
etc.…

7 A P.S STATEMENT
P.S. statements are a great way to drive home an action, benefit, or just re-
emphasize important information. When people read emails, they usually
scan through for bullets, and read the beginning and end, so a P.S. statement
is a great addition to your emails.

Just make sure your P.S Statement doesn’t distract from your main CTA.

Your Guide to Email Follow-Up | 9

AND WITH THAT, YOU NOW KNOW ALL THE ESSENTIAL
ELEMENTS OF FOLLOW-UP EMAILS.
But, how do you put all the pieces together?

No worries, we’ve got you covered there! You can download any of the
following templates to help you get one step closer to converting
more leads into clients! Simply download the Template, choose a
headline, fill in any information noted in [Brackets], and hit send!

You can send these emails verbatim, but we recommend you tweak them
to make them sound more authentic to your brand’s voice. Authenticity is
a big factor in email, so the more your email sounds like your brand, the
better it will connect with your audience.

Now’s the time! Download your templates and get to converting more
clients!

Your Guide to Email Follow-Up | 10

TEMPLATES

Templates | 11
TEMPLATE #1: FOR WHEN THEY FILL OUT A REQUEST FORM

To:
From:
SUBJECT A: We’re So Happy You Reached Out
SUBJECT B: Hi [Name], Thanks for Reaching Out
SUBJECT C: How Can [insert company name] Help Your Business Grow?

Hi [Name],

I’m SO excited you took the first step toward [insert the need your prospect is
hoping your product/service will solve].

At [insert your company name], We believe in [insert some of your

foundational values, your mission statement, or some other information
that will help your prospect get a sense of your business]

That’s why we work alongside countless businesses to help them…

• [big problem #1 your business helps clients solve]

• [big problem #2 your business helps clients solve]
• [big problem #3 your business helps clients solve]

In fact, we’ve helped businesses just like yours grow their [insert a metric tied
to most of your client’s needs] by over [Insert percent] %.

That’s why we’d love to chat with you about how [insert your company name]
can help you grow your business, and FINALLY stop [insert a pain point your
clients typically have].

So, what do you say?

[Insert the next step for them to take, i.e. schedule a call via email, phone, etc.]

Templates | 12
[Insert Sender’s Name]
[Insert Company Name]
[Insert Company Website]
[Insert Company Phone Number]

P.S. Looking for more information on what we do? Check out this resource for a
full breakdown of our services [insert link to downloadable resource].

Templates | 13
TEMPLATE #2: FOR AFTER THEY ATTENDED A LIVE EVENT
OR WEBINAR

To:
From:
SUBJECT A: Now That You’re A Master At [Insert Webinar/Event Topic] ...
SUBJECT B: How Will You Use Your Newfound Knowledge Of [Insert Webinar
Event Topic]?
SUBJECT C: I’ve Got Even More Info To Share With You, [Name]

Hello [Name],

I wanted to reach out and say thank you for attending [insert live/webinar
event name]. Hopefully, you left my presentation feeling excited and eager to
[insert action item or key take away from presentation].

Even more, I hope that my presentation inspired you to think long and hard
about what you really want out of your business.

I know that [insert event topic] feels like the most important aspect of your
business to focus on right now, (and trust me it is important). But the truth is,
every business is unique when it comes to how they can grow and scale.

So how do you know what to focus on?

At [insert company name], I meet with business owners every day to help them
discover the missing link to grow and scale their own business. And I’d love to
share my knowledge with you!

In this meeting, I’ll help you discover…

• [Insert meeting goals here]
• [Meeting goal #2]
• [Meeting goal #3]

Templates | 14
So, before you dive into [insert event topic] and focus all your attention there,
why not get some guidance and see if that’s really the best use of your time,
money, and efforts?

If you’d like to learn how to scale your business the right way, [Insert the next
step for them to take i.e. schedule a call via email, phone, etc.]

[Insert Sender’s Name]

[Insert Company Name]
[Insert Company Website]
[Insert Company Phone Number]

P.s. Not sure you’re ready to scale your business? [Insert testimonial’s name]
wasn’t sure either, but after working with us for [Insert Timeline], check out their
results: [Link to testimonials story, (make sure there’s a CTA on that page
that matches the one in this email!)]

Templates | 15
TEMPLATE #3: FOR WHEN THEY REQUESTED A LEAD
MAGNET/FREE RESOURCE

To:
From:
SUBJECT A: Hey [Name], here’s your resource, [Lead magnet/resource title]
SUBJECT B: Your resource, [Lead magnet/resource title], + a special offer!
SUBJECT C: You’ll want to use this resource, [Name], and maybe something
else too!

Hey [Name],

Thanks again for requesting our “[lead magnet/resource name].” I know

you’re going to enjoy it, so let’s dive in, shall we?

[Insert image of resource from landing page that’s linked to page] [Link to
download or consume]

I’m guessing you requested this resource because you’re:

1. [scenario #1 of how your lead magnet will add the most value to them]
2. [scenario #2 of how your lead magnet will add the most value to them]
3. [scenario #3 of how your lead magnet will add the most value to them]

As the [CEO or brand personality that delivered the resource] of [company

name], I’m [Insert some specific detail that passively indicates you’ve
achieved what they’re seeking to do]. [Expand and continue to show that
you’ve already successfully done what they’re currently seeking to do]

All this experience has really helped me to grow and scale my company, and
now I use it to help other companies grow. Here’s how…

Templates | 16
I help businesses:
• [big problem #1 your business helps clients solve]
• [big problem #2 your business helps clients solve]
• [big problem #3 your business helps clients solve]

If you’re running into any of these problems in your business, I’d love to offer
some tools and guidance that will help you overcome those roadblocks, and
set you on a path to better [Insert metrics that matter to your clients]

Sound like a plan?

If so, [Insert the next step for them to take i.e. schedule a call via email,
phone, etc.]

[Insert Sender’s Name]

[Insert Company Name]
[Insert Company Website]
[Insert Company Phone Number]

Templates | 17
WHAT’S NEXT?

Now that you’re following up and nurturing your sales-qualified

leads, you’re ready to take your business to the next level!

If you’re ready to get more clients, improve client retention,

and generate more passive income from the clients you already
have, DigitalMarketer is here to help with our Certified Partner
Program. We want to double the size of your business so you
can do the same for your clients.

So, if you’re serving small businesses, then we want to serve you.

Let’s start a conversation today about becoming a
DigitalMarketer Certified Partner and get the tools and training
you need to double your client’s business and your own.

LEARN MORE »

What’s Next? | 18