Just a "follow-up" email? Think again.

Seven ways to make your follow-up count.

Too many follow-up emails from marketing and business development professionals read generically:

Subject Line: "Following up"

"Hi Melissa. Just following up on my last email. Have you had a chance to review the Acme RFP draft? It's due this Friday, so if you could look as soon as possible, that would be great. Thanks!"

Not getting a response? No surprise. The writer hasn't gotten Melissa's attention.

How about this approach, instead?

Subject Line: "Acme RFP Cross-Selling Opportunity"

"Hi Melissa. Did you see Section 3 in the Acme RFP? They ask us to propose new practice areas to cross-sell.

Our environmental regulatory practice is a natural addition to the litigation work we are already doing with Acme, especially in light of the Colorado AG's office announcing it will investigate illegal dumping claims against multiple manufacturers in Acme's industry.

The proposal is due this Friday. Can we talk today or tomorrow to explore options?"

What's the difference? A lot! Rather than nagging, this short email delivers significant value and excellent client service.

1. The writer singled out a detail in the RFP that should appeal to Melissa, given the allure of cross-selling and financial benefit to the lead partner for growing the pie.

   
   

2. The writer offered a suggestion about how to deliver on the opportunity in the RFP. Even if Melissa doesn't agree, she is likely to reply to redirect the conversation as makes sense to her. That's a win for the marketing or BD manager.

   
   

3. The writer led with a strong hook. "Section 3" in the Acme RFP is specific, not general. Combine that opening detail with the tailored subject line, and the writer creates the conditions to get Melissa's attention.

   
   

4. The writer shows they are paying attention to the client by citing the RFP and making a suggestion, even if Melissa hasn't yet had a chance to. Service like this says "We're a team, and I got you."

   
   

5. The writer notes an external client concern. By invoking a potential investigation--even if Acme isn't directly involved--the writer shows awareness of outside events that may affect the client. There's also a chance that Melissa hasn't yet heard about the investigation or stopped to consider how that could affect Acme. The writer is bringing this new information to Melissa's attention.

   
   

6. The writer offers a specific next step. Instead of "as soon as possible," the writer asks to talk "today or tomorrow." News flash: Writers often think "as soon as possible" is clear. Yet readers interpret "as soon as possible" according to their own priorities, not the writer's. Combined with the hook of new business potential, the writer has (hopefully) aligned their priorities with Melissa's priorities.

   
   

7. Finally, the email stands out for what it doesn't do: overwhelm the reader with all of the items that surely need attention in the RFP draft. The savvy writer knows that the win here is to get a commitment to talk from Melissa. No need to bury her in details that she won't have time to review. Save those for the conversation, and then, if necessary, deliver the punch list in a follow-up email when Melissa expects it and can prepare time to respond point by point.

Not inolved in RFPs? No problem. This same approach works for events, digital marketing, articles and speaking opportunities, Chambers submissions, CRM data, and much more.

Use these seven tactics to make your next follow-up email a client-service masterpiece.