Follow-up 3: give something useful

Subject lines

• Search traffic at {{company}}(used in the template)
• Product page titles
• Search traffic at {{company}}

Follow-ups reply in the same thread, so they’re sent as “Re:” the first subject.

The sequence: 4 emails

1. Email 1 · day 1

   Search traffic at {{company}}

   Hi {{first_name}}, I work with online shops on their search traffic, mostly product and category pages. Is organic search something you're actively working on at {{company}} this year, or is most of your traffic paid? {{sender_first_name}}

2. Email 2 · day 4 (3 days after the previous one, if there’s no reply)

   Re: Search traffic at {{company}}

   Hi {{first_name}}, Asking because category pages are usually where the quick wins are, and they're often the pages nobody owns. Should I take a look at two of yours and send notes? {{sender_first_name}}

3. Email 3 · day 8 (4 days after the previous one, if there’s no reply)

   Re: Search traffic at {{company}}

   Hi {{first_name}}, Happy to wait for a better time. Is there someone else at {{company}} who looks after search? {{sender_first_name}}

4. Email 4 · day 14 (6 days after the previous one, if there’s no reply)The email this template is about

   Re: Search traffic at {{company}}

   Hi {{first_name}}, No more asks from me, just one tip. Search for your own top product and look at the page title shown in the results. If it's just the product name, adding what it is and who it's for ("waterproof hiking boots for women") often helps more than any other single change. Good luck with the season. {{sender_first_name}}

{{first_name}} and similar are filled from each lead; after a “|” is the text used when the field is empty. Written for an SEO consultant writing to marketing managers at online retailers.

When to use it

As the fourth email in a longer sequence, when two asks have gone unanswered.

Why it works

• By the fourth email, another ask feels like pressure. A useful tip feels like a favour.
• Readers who use the tip remember where it came from.
• It keeps the sequence honest: if they never reply, they still got something for their attention.

How to adapt it

• Write one tip your buyer can act on in under ten minutes without your product.
• Make sure the tip is accurate for most of your list. A wrong tip is worse than none.