Make every follow-up email unique

You’ve heard it said that salespeople have to be relentless in their follow-ups, especially when it comes to sales emails.

But sending the same message seven or eight times isn’t going to entice a prospective customer any more than the original message did. A follow-up email is not an add-on step; each message must be unique, thoughtful, and packed with details the other person will relate to on an individual level.