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Get the replies one email misses, with two follow-ups
A three-email buyer sequence is one first email plus two follow-ups, sent 3 days apart and only to buyers who have not replied. It is for export managers who send one email and wait, even though 32% of replies come from follow-ups.
- 1. Set the send dates: “Follow-up email planner” uses the replies to 2,236,056 emails sent by 909 exporters to schedule three emails, 3 days apart. 77% of replies arrive on the day an email is sent, so time each email for the buyer’s morning and skip local holidays.
- 2. Match the first email to the type: Check the buyer type you are writing to in “Who replies, by country”, then pick the first-email draft made for that type (for distributors, for wholesalers and so on). Change only one thing at a time, the buyer type or the subject line, so you can tell why replies changed.
- 3. Add a first line and one number: Open with one line you have actually checked, such as a Korean brand they carry or a new store; if you know nothing, start with the product category instead of inventing something. Add one market number, such as UN Comtrade imports or growth, with its source and year.
- 4. Write the three emails: The first email says why the product sells in their market and asks one question; the follow-up brings something new (reviews, a sample offer); the last one gives terms (minimum order, price basis) and asks who the right person is. Keep each under 120 words, in the buyer’s language, with a back-translation.
- 5. Check before sending: Make sure only verified addresses are in, the sending domain is set up (SPF, DKIM), there is an opt-out line, and no single mailbox sends too many emails a day. Someone on the team reads, edits and approves the drafts.
- 6. Follow up only where no one replied: A person sends from your own mailbox or sending tool. Buyers who reply drop out of the follow-ups, and after the third email you stop and write to new buyers instead.
- 7. Get ready for replies: Have the price list, spec sheet, certificates and sample terms ready so you can answer within a day. When replies come in, continue with “Sort buyer replies and answer them”, and promise nothing on registration, certification or exclusivity until it is checked.
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