“I Don’t Want to Pester You with Any More Emails”

The Breakup Email

“Sorry for the delayed response. I have just appointed a meeting via your calendar link.”

from a client response near you

In the intricate dance of client acquisition, the concept of a breakup email presents an intriguing pivot. Generally, sales efforts are directed towards building and nurturing relationships, with the end goal of conversion.

However, when it becomes clear that a potential client may not be the right fit, or when repeated outreach fails to engage, a well-crafted breakup email can serve as a strategic tool. This communication not only marks the respectful end of current engagement efforts but, paradoxically, in many cases it will also enhance conversion rates and enrich an outreach cadence.

Example 1: The Polite Exit

Imagine a scenario where repeated attempts to engage a prospect have gone unanswered. After several touchpoints, the salesperson sends a breakup email, stating,

"We've tried to reach you a few times regarding [product/service], but it seems like the timing might not be right. We don't want to clutter your inbox unnecessarily, so we'll take a step back for now. If your situation changes, we'd love to hear from you."

Personally, I use this frequently and have seen this approach result in a response rate of around 10-15%. It respects the recipient's space and time, leaving the door open for future engagement. This method turns a potential end into an opportunity for re-engagement, showcasing the value of politeness and respect in sales communications.

Here are some of the responses I have seen:

• “Sorry for the delayed response. I have just appointed a meeting via your calendar link.”

• “I booked Oct 17th for this. See you then.”

• “Please accept my apology for the delayed response, ...  I'd like to schedule a call with you later today if you have availability. See my calendar below to schedule a time that works for your schedule.”

• “My apologies for not respecting your time and getting back to you sooner. ... Let me have this weekend to review your proposal and I will be in touch on Monday evening via email next week.”

Example 2: The Value Proposition Reminder

Another tactic involves succinctly reminding the prospect of the value your product or service could add to their operations, coupled with the intention to part ways due to the lack of engagement:

"Before we part ways, we just wanted to remind you how [product/service] could help you achieve [specific goal]. We haven't been able to connect, so we'll assume now's not the time. Should this change, we're here and ready to help."

This strategy not only maintains a professional tone but also leaves the recipient pondering the missed opportunity. Businesses employing this method have observed a slight uptick in conversion rates, typically around 5-10%, demonstrating the impact of articulating value one last time.

Example 3: The Feedback Request

A more engaging approach involves asking for feedback in the breakup email. For instance,

"As we prepare to close your file, we wondered if you could share why our [product/service] wasn't a fit for you. Your feedback is invaluable and helps us improve."

This approach serves a dual purpose: it provides an opportunity for the company to learn and improve, and it also re-engages the prospect in conversation. Interestingly, those who use this technique have seen a response rate of about 20%, as it taps into the human inclination to share opinions and feedback. Moreover, it occasionally rekindles interest in the product or service, demonstrating the power of seeking constructive criticism.

Incorporating breakup emails into the outreach cadence has a multifaceted impact. It enhances the quality of client engagement by acknowledging that not every prospect is a right fit, thus ensuring efforts are concentrated on more promising leads. Secondly, it respects the prospect's perspective, potentially leaving a positive impression of the brand. This approach can lead to indirect marketing benefits, such as referrals or future engagement when circumstances change.

The conversion rates are not insignificant. In the context of sales, where every percentage point increase can translate into substantial revenue, these responses represent valuable opportunities to convert or gain insights. And even a 5% conversion in a cold outreach cadence is a tremendous success.

Contact us to find out how a Fractional Sales Leader can support your cold outreach efforts.

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Photo by Anne Gosewehr