The fortune is in the follow up

I go to a lot of networking events - these days they are mostly Chamber of Commerce meetings.

It surprises me how many people are disappointed by the results they get from attending these events.

The reason is simple.

Most businesses don't offer a product or service that's an "impulse buy" - whether a physical product or a service.

What this means is that an initial contact - like meeting someone for the first time at an event - rarely results in a sale.

And, of course, there are many alternatives and options a prospect you've met may already be considering.

After that first interaction, your job is to "keep the fire going" and stay top of mind.

In marketing lingo, "the fortune is in the follow up".

Think about your own behavior.

You, like most prospects, probably don't make a purchase or take action after a single interaction - or even after one, single, follow up email.

It’s consistent follow-up that builds trust, keeps your brand top of mind, and drives conversions.

Emails help nurture leads through the sales funnel.

Whether it's a reminder about an abandoned cart, a limited-time offer, or valuable content that addresses a user’s pain point, each touchpoint reinforces your message.

These follow-ups show persistence without being pushy—when done correctly.

Data backs this up.

Studies show that email sequences with 3–5 follow-ups significantly outperform single-send campaigns.

Follow-up emails also allow for segmentation and personalization based on user behavior, increasing engagement and open rates.

In essence, following up turns casual interest into action.

If you stop at one email, you’re likely leaving money on the table.

But if you build a thoughtful, well-timed follow-up strategy, you’ll find that’s where the real opportunity—and fortune—lies.