A follow-up email is an email or sequence of emails sent to individuals after an initial interaction, such as a website visit, purchase, or event attendance. They aim to nurture leads, increase conversions, improve customer satisfaction, and build brand awareness.
Follow-up emails are particular useful when it comes to lead nurturing. They allow you to build relationships with potential customers while guiding them through the marketing and sales funnel.
They can also be used to drive conversions. That's because follow-up emails give potential customers a second chance to re-engage with your brand. The strategic timing of follow-up emails can also encourage sales.
Examples include post-purchase emails, post-webinar emails, and abandoned cart emails.