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Follow-up Dormant Inbound Lead Playbook

Updated: Apr 12, 2021

Send an email sequence to inbound leads who have gone dormant after the salesperson reached out to them for the first time. The follow-up emails remind prospects of their initial contact and offer more information to see if the prospect could now be interested or knows someone that may.

Email Sequence

  1. Introductory Email: Introduce yourself and remind the prospect of the last engagement they had with your company. Let them know how you can help them and provide them an overview of current services your company has introduced since they last engaged. Ask for a meeting.

  2. Reminder Email: Remind them that you are available to help. Provide some industry best practices your company has developed that they can learn. Ask for a meeting.

  3. Referral Email: Ask them for a referral if they are not the right person. Provide a company overview that they could share with others introducing your offering. Request they provide the next steps.

  4. Final Invite Broad Email: Give them an overview of all your services in case they may be looking to solve additional problems they may have that you did not discuss. Let them know they can reach out anytime.

Personalize <<personalize_tag>>: Contact First Name and Contact Company

Add Content [[insert_content]]: New Feature Overview, Industry Best Practice Case Studies, Company Overview Video, Overview of Service

Email Best Practice

  • The subject line between 28 and 50 characters. Three to four words.

  • Email body between 50 to 125 words of text.

  • Remove extra words from the email body.

  • Make your email closing lines powerful and intriguing.

  • Personalize your email content and keep it conversational.

  • Answering three key questions—what are you offering? How will it help the reader? What should they do next?

  • Send out 2 to 5 emails per month.

  • Use 1 to 3 images.

  • Emails should be at a third-grade reading level.


Best Practices

  • Find prospects in your CRM who are inbound lead that showed interest but never responded to a salesperson. Your campaign will be their second point of contact.

  • Based on prior engagement, industry, and other data, divide the prospects into different segments.

  • Assign a segment to a particular salesperson or virtual assistant.

  • Create a tailored message for each segment with relevant content that will interest companies in that segment.

  • Modify the following email sequence and tailor it to your message and content.

  • Launch your campaigns focused on each segment.


Get Started

Click the link below to view this template and use it in your next campaign.


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