The Monday Morning Building Product Advisor
Issue #08
3 Email Templates You Can Use to Intrigue Architects… The Follow-Up (Part 2)
Last week, I shared the idea of using 9-word emails for your follow-up with architects. And three templates you can try. [Missed it? Find it right here. ]
Today, as promised, I’ll show you what follow-ups to do AFTER sending your 9-word emails.
An effective follow-up strategy with an interested architect involves two things:
1) Personalize your approach
2) Focus on the unique value you can offer.
By doing this, you increase your chances of re-engaging them. You also move them closer to scheduling a meeting [or whatever your next desired action is].
The problem with most email follow-ups I’ve experienced from product reps is:
a) They wait too long…
b) They come on too hard & salesy…
c) It’s non-existent— they don’t follow up. 😢
Following up with architects isn't about chasing prospects.
It's about connecting, offering value, and building a two-way relationship.
You won’t find fluff in this issue. Only straightforward tips you can start using today.
These tips include:
- Templates for what to write when they respond (...or if they don't)
- A fistful of even more tips
- And an 8-step plan to operationalize it all into your email strategy.
But before we get to all that, I want to clarify something from my last email.
Here's a great comment I got from last week’s email. And my response.
A reader said they'd block & delete the sender if they got a cold email like the 9-word email templates I suggested.
I said I’d do the exact same. Block & delete.
”Wait! What?!?”
The key phrase is they said “cold email.” Do NOT send one of these to somebody you haven’t already met fairly recently. Or to someone who wouldn’t recognize you or your company.
You only want to use this email strategy for “warm” emails as a follow-up to a previous conversation.
To keep the conversation going. Or generate a new line of discussion.
So, with that cleared up, let’s get rolling…
What to do after you’ve sent the 9-word email
Follow-Up Process for Template #1 (“Still looking for…?):
If they respond positively:
↳ Step 1: Thank them for their response. Then suggest a brief meeting or call to discuss their project's specific needs to see if your product can help. Propose a couple of time slots.
Example:
"Great to hear from you, [name]! Thanks for responding!
Are you available for a quick call to discuss your project details? I know our [XYZ product] can meet your criteria for aesthetics, cost, and compliance.
Here's my availability over the next week: [...]"
If they ask for more information:
↳ Step 2: Give a short but clear response. Highlight the special benefits of your products. Emphasize how they can solve their challenges. Attach or link to a brief but compelling product overview or case study, if available.
Example:
“Absolutely, I'm happy to show you more.
[XYZ product] would give you a unique blend of aesthetics, cost-efficiency, and compliance for your project. You can see your options here [insert link] and some recent project examples.
What's a good time for a quick call to discuss your specific needs?"
[🔥 Hot Copy Tip: Notice how you can talk about your product in this example but still keep it focused on the reader by using the word "you."]
What if there's no response?
↳ Step 3: Send a follow-up email about a week later. In it, tweak the approach to regain their interest without seeming desperate.
- Subject Line: Still thinking about [facade/glass/tile/etc.] options?
- Email Body: "Do you have any questions about our [XYZ product]? Or do you need my help with any of your project considerations?"
Follow-Up for Template #2 (“Would you like to get started…?”):
If they respond with a "yes" or ask for more details, respond ASAP. Do it within 1/2 day if possible. Set up a meeting or call to discuss specifics. These could include quantities, customization options, delivery timelines, etc.
If there's no response, consider a gentle follow-up. Or offer more information or a consultation to help them decide.
Follow-Up for Template #3 (“Would you like to join us?”):
If they express interest, provide details about the event (virtual or physical) and how to join.
If your email was about a new product or service (not an event) and they show interest, follow up with details. Offer a personal meeting to discuss how the new product can meet their project's needs.
BONUS Tips
Personalize your message. Address them by name & reference specific points from your previous interaction. Show that you remember and value the details of your conversation.
- Of course, that could mean you need to start taking better notes.
- If it’s a Zoom meeting, record it (with permission). Then get it transcribed.
- If not, right after the meeting, I like to make a voice recording just "downloading" everything I remember from our conversation. Then get a quick transcription. AudioPen is a great app I’ve been using lately. (Link below.)
Highlight your unique value. Emphasize how your product uniquely solves their project's specific challenge or need.
Value add. In every interaction, try to add value. You can offer insights into current trends for your product category. Share relevant case studies. Or give a brief consultation. Make sure they see the benefit of engaging with you.
Use visuals. Architects are visual thinkers. Include images or diagrams (where they make sense). They should show your product in action and its benefits in a context relevant to their work.
Timing & segmentation. Use these variations strategically. Base this on the architect's stage in the decision process or their level of engagement.
- The "Would you like to join us?" template can re-engage those at an earlier stage or warm up cold leads.
- "Would you like to get started..." is more suited for leads who are further down the funnel.
- If you know the timeline for their project, time your emails to match key decisions.
- Be prompt but not pushy. Give them enough time to consider your previous conversation but stay on their radar.
Clear CTA. Always include a clear call-to-action (CTA). This could mean scheduling a call, asking a question, or directing them to resources. Make it easy for them to take the next step.
Show appreciation. Express gratitude for their time and interest. A little appreciation can go a long way in building a positive relationship.
Track responses. Track which email type gets more engagement and tailor your approach accordingly. This feedback loop will help refine your strategy over time.
Your goal is to make your brand and product memorable. You want to build a relationship based on trust and mutual benefit. Tailor your message to resonate with their specific interests and needs.
Add these changes to your email strategy. They make it more dynamic and responsive. And adaptable to the different stages of interest from your target architects.
Operationalizing your email marketing game
Here’s a summary of how you can start today:
- Research & segment. Review client files, notes, or interactions in your CRM. Then segment architects based on their project phase, interests, or previous product engagements.
- Write concise emails. Type short emails with about 9 words. Ask a direct question. The goal is to re-engage the architect. Focus on their needs or interests.
- Personalize emails. Use details from the architect's projects or preferences to tailor the email. This shows attention to their needs.
- Schedule your emails. Use tools to send emails at optimal times, aiming for when recipients are most likely to read them.
- Check for responses. Regularly check your inbox for replies to your emails. Categorize the responses for tailored follow-up.
- Tailor follow-up based on replies. Respond to architects with messages suited to their feedback. This could be providing more information or scheduling a meeting.
- Adjust strategy based on outcomes. Note the effectiveness of different email approaches and refine your strategy accordingly.
- Engage in learning. Attend training or webinars focused on email marketing to continuously improve your skills.
Apply these steps. You're on your way to improving your email marketing. You're also building meaningful connections with your ideal architect clients.
Links to tools/websites mentioned in this email:
That's it for this week!
Cheers to building more than just buildings, and see you next week,
Neil Sutton
Architect | Speaker | The Product Rep Coach
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P.S. Do you really want inside an architect's head?
When you’re ready, there are 3 ways you can start working with me:
- Product reps: If you want to be better at connecting with architects, hit reply, and let's chat.
- Business owners or Team Leaders: You can book an Architect Connections Training for your team. Hit reply, and I'll send you the details.
- Speaking: If you’d like me to present at an upcoming group meeting, reach out, and let’s talk!
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