For years, sending a touching base email has been part of proper sales etiquette. You don’t want to be too pushy, but you can’t risk falling off the radar, either. The solution? You send a follow-up email and hope for the best. While this “follow-up” technique isn’t necessarily a bad one, there are alternatives that could garner much more exciting results.
What is a touching base email?
“Touching base” is a popular idiom primarily used in business circles. It means to reach out and check in with someone following a meeting, interview, or another form of communication. Most experts think America’s favorite pastime inspired the phrase. In baseball, runners and fielders both have to “touch base” to ensure they’re safe or effectively getting the opponent out.
When you send a touching base email, you’re making contact to achieve a specific purpose, such as:
- Reminding the recipient that you’re waiting on a response or other promised communication
- Seeing how the other party is progressing with their part of a shared project
- Checking in with a colleague, client, or acquaintance you haven’t spoken with recently
- Asking for an opinion on an ongoing project
- Saying hi and keeping the lines of communication open, even if there isn’t something specific to discuss
An example might look something like this:
Hi Beverly!
I’m just touching base to see if you’ve had a chance to discuss our proposal with your team. I’m happy to answer any questions you may have. We’re eager to work with Company XYZ on the new SuperGizmo and hope to hear back from you soon.
Best,
Graham
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Benefits of sending a follow-up email
Touching base via email is popular because it’s easy, it’s fast, and requires relatively little effort. Just sign in to your email account, dash off a few lines of friendly text and your work is done.
These brief follow-up emails can work well in scenarios where there might not be a need for more extensive dialogue. It can be awkward to schedule a conference call when you just want to see whether a collaborator’s trial is on schedule. The other party may not be able to give an immediate answer, creating an awkward situation. An email gives them time to consider your question, do any necessary info gathering, and then send an equally fast but measured response.
Whennotto send a touching base email
Touching base emails can seem like an easy way to reach out and connect with clients. The problem is that easy and effective don’t always go hand in hand. The big problem with these emails is that they tend to lack value. They’re usually devoid of meaningful content and are largely skippable. The open-ended “just touching base” line is overdone, underwhelming, and easily forgettable. What is the recipient supposed to do next?
The lack of a call to action can stall the conversation rather than propel it forward — the exact opposite of your intent.
Alternatives to a touching base email
Next time you want to check in with a prospect, try swapping out the overused “touching base” email with more substance.
Deliver value
If you’re sending your email in an effort to remind the recipient that you exist, it’s best to include something of value. One example might be sending a link to an article, e-book, One example might besending a link to an article, e-book,digital brochure, or podcast your prospect might fight interesting.
Have you noticed if your prospect has just shared a new article on LinkedIn? Spied a story that reminds you of a previous conversation? That could be the opening you’ve been anticipating. The trick here is to forward the link with a quick yet insightful comment. You don’t want to be too generic, but neither do you want to come across as overeager. Aim for sincerity and be complimentary without gushing.
Say congratulations
A new product launch or big acquisition deserves a bit of celebration. Even a successful sales promotion can leave prospects in great spirits and primed to take on another venture. Make sure you’re top of mind by dropping a line to applaud their accomplishment and let them know you’re paying attention.
Close with a call to action
If you really want to move the deal along, it’s time to stop being vague and start asking for something concrete. It’s probably too pushy to try to snag a sale via email. Instead, you can suggest a specific action that might get you a lot closer to hearing that all-important yes.
- Ask for a meeting on a specific day or within a specific time period (e.g., “How does a meet-and-greet with Sally on Thursday sound?”)
- Request a follow-up with a few suggestions for a product title, pricing structure, or other key detail
- Provide a calendar link and ask them to book a slot at their convenience. Or even better, send them some specific times.
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Examples of touching base email alternatives
There are countless ways to customize the suggestions above. You may decide to use a single technique or combine several approaches for a more dynamic, interesting message.
Here are a few examples to get you started:
Example #1:
Hi Janet,
I just finished reading this blog, and it reminded me of our discussion about uncapped commissions. I thought you might find it just as interesting as I did. Hope all is well — let’s connect for another chat about the X Project soon!”
Best,
Graham
Example #2:
Hey Samantha,
I’m on the sixth hole at our favorite course, and I can’t help thinking this would be the perfect place to hammer out the details about the QuotaPath agreement we’ve been discussing. I just checked and they have a 9 a.m. tee time Thursday. Are you interested?
Best,
Graham
Example #3:
Dave!
I just got news of your promotion, and while I can’t say I’m surprised, I’m definitely thrilled! Clearly, your company knows they’ve got a keeper.
You’d mentioned September is when you start reviewing budgets for next fiscal year. I’d love to come by your office and drop off some champagne and see if we could make something work. Are you around Tuesday at lunch?
Congratulations,
Graham
The average businessperson’s inbox sees more than 120 emails every day. How will you make your next message stand out?
As an expert in communication strategies and business etiquette, I understand the nuances involved in maintaining effective professional relationships. Over the years, I've honed my expertise in crafting impactful messages that not only capture attention but also foster meaningful connections. Let's delve into the key concepts presented in the article about touching base emails and their alternatives.
Understanding Touching Base Emails:
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Definition and Purpose:
- A "touching base" email is a communication strategy commonly used in business circles.
- The term originates from baseball, where players must "touch base" to ensure safety or effectiveness in the game.
- The purpose of a touching base email includes reminding recipients of pending responses, checking project progress, and maintaining communication.
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Content of a Touching Base Email:
- The email typically serves specific purposes, such as seeking a response, checking project status, or simply staying in touch.
- It can be a non-intrusive way to keep communication open, even in the absence of a specific agenda.
Benefits of Follow-Up Emails:
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Convenience and Efficiency:
- Follow-up emails are favored for their ease, speed, and minimal effort required.
- They work well in situations where extensive dialogue isn't necessary, offering a quick and efficient means of communication.
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When Not to Send a Touching Base Email:
- Despite their popularity, touching base emails may lack value, often being deemed skippable due to their generic nature.
- The absence of a clear call to action can impede the progress of meaningful conversations.
Alternatives to Touching Base Emails:
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Delivering Value:
- Including valuable content, such as articles, e-books, or podcasts, enhances the email's significance.
- Personalizing the content to align with the recipient's interests shows thoughtfulness and engagement.
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Celebrating Achievements:
- Congratulating recipients on achievements, product launches, or promotions fosters a positive connection.
- Recognizing and acknowledging milestones can set the stage for future collaboration.
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Closing with a Call to Action:
- Moving beyond vague inquiries, a call to action propels the conversation forward.
- Suggesting specific actions, like scheduling a meeting or providing product details, adds purpose to the communication.
Examples of Alternatives:
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Value-Driven Message:
- Sharing a relevant article and connecting it to a previous conversation, expressing interest in further discussions.
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Activity-Based Proposal:
- Proposing a meeting while engaging in a shared interest, like discussing business details during a round of golf.
-
Congratulatory Message:
- Celebrating a recipient's promotion and proposing a meeting to discuss future collaborations over lunch.
In conclusion, mastering the art of communication involves adapting strategies to stand out in a crowded inbox. By understanding the dynamics of touching base emails and embracing alternative approaches, professionals can build stronger connections and drive meaningful conversations in the business realm.
