I was having a chat with an old friend of mine last week when he asked me a question that really made me think.

This friend of mine is toying with the idea of starting his own business and as an avid question asker, he’s spent the last week bombarding me with question after question about running a successful business.

But this one particular question stuck in my mind.

“What would you say is the single biggest thing that you have done that has had the most impact on your business?”

I was pretty impressed. For a newbie that’s a damned good question.

So what was it that we did that was responsible for our success over the last few years?

Was it raising our standards of service?

Was it increasing our prices?

Was it introducing a new product or a super successful social media campaign?

Nope.

The single biggest thing that has had the most impact on our businesses bottom line is implementing a well-planned and systemised follow up email campaign.

That’s it.

Nothing super smart or massively complicated.

Just a well thought out email campaign that keeps in touch with all of our enquiries, answers the questions they are likely to be asking themselves and reminds them that we’re here and excited to do business with them.

Since implementing this campaign (of which most is fully automated) our conversion rate has increased by 36%. That’s huge!

But 85% of businesses don’t follow up as much as they should.

In fact many businesses don’t follow up at all!

Do you?

What To Read Next…