← all ideas

Apologizing Follow-Up Emails Work

The idea

The argument is that apologizing in a follow-up email can significantly boost your response rate. When you send a first email, it's common to come across a few recipients who might be a bit taken aback, especially if the subject is sensitive or the timing isn't ideal. The founder suggests sending a follow-up email where you apologize for the first contact and express that you didn't mean to disturb them. This approach can make recipients feel more comfortable and willing to respond. For instance, you might write something like, "I realize I might have been a little too forward with my previous email, and I apologize. I just wanted to give you another chance to consider my request." The founder notes that this method has personally yielded excellent results, so it's worth a try in your sales prospecting efforts.

Why it works

• The argument is that apologizing in follow-up emails can make the recipient feel valued and understood, creating a more personal connection.
• One view holds that when you apologize for being too direct or intrusive, it shows you respect the recipient's time and space, which can lead to a more positive response.
• The founder suggests that a simple apology can humanize the interaction, making the follow-up feel less like a sales pitch and more like a genuine conversation.

The playbook

1. Start with an apology: Begin your follow-up email by acknowledging the initial email you sent. Express that you realize you might have been too forward or that you didn't mean to disturb the recipient. This approach can set a friendly tone.
2. Personalize the apology: Tailor your apology to the specific situation or context. For example, if you're reaching out to a busy professional, mention that you understand their schedule and that you didn't want to intrude.
3. Express goodwill: After the apology, convey that you're rooting for the recipient’s success. This shows you're genuinely interested in their well-being and not just trying to sell something.
4. Keep it brief: The key is to be concise. After apologizing and expressing goodwill, move quickly to the main purpose of your email. Don’t ramble or over-explain.
5. End with a clear call to action: Finally, provide a clear next step or ask for a response. This could be setting up a meeting, asking for feedback, or requesting a call. Make sure the recipient knows what you expect from them.

Where people get it wrong

• Over-apologizing: Some might think apologizing once is enough and pile on more, thinking it will make the recipient feel even more sympathetic. Instead, keep the apology brief and genuine. Stick to one or two sentences and focus on the positive.

• Being too vague: A generic apology without context can come across as insincere. The argument is that you should tie the apology to a specific action or situation from the first email. For example, if you mentioned a product feature, you could apologize for not explaining it clearly enough.

• Ignoring the core message: Some might dilute the initial message by focusing too much on the apology, rather than reinforcing the value or offer. Instead, make sure to remind the recipient of the key points or benefits from your first email. This keeps the focus on what you’re offering and why they should care.

Do this next

• Start your follow-up email with a simple apology for the previous message. Acknowledge that you might have been too direct or forward.
• Personalize your apology by mentioning something specific from the first email. For example, you could say, "I realized I might have been a little too forward in my previous email."
• Express your support and well-wishes. Add something like, "I’m rooting for you guys and hope everything works out well."
• Keep the tone friendly and non-intrusive. Remind the recipient that you're reaching out again because you care about their success, such as "I didn’t mean to disturb you, but I wanted to check in."
• Sign off with a polite and encouraging note. Use a line like, "Just wanted to try and see if we could connect again. Looking forward to your success."