Follow-up 2: a different angle

Subject lines

• Receipts at month-end(used in the template)
• Expense reports at {{company}}
• Receipts at month-end

Follow-ups reply in the same thread, so they’re sent as “Re:” the first subject.

The sequence: 3 emails

1. Email 1 · day 1

   Receipts at month-end

   Hi {{first_name}}, Does your team still chase receipts from employees at the end of each month? Our app lets people photograph a receipt when they pay, and it matches it to the card transaction for you. Would that save {{company}} some chasing? {{sender_first_name}}

2. Email 2 · day 5 (4 days after the previous one, if there’s no reply)

   Re: Receipts at month-end

   Hi {{first_name}}, It also works for teams without company cards: people submit, managers approve on their phone, and finance gets one export. Is that closer to how {{company}} works? {{sender_first_name}}

3. Email 3 · day 10 (5 days after the previous one, if there’s no reply)The email this template is about

   Re: Receipts at month-end

   Hi {{first_name}}, Different reason this time, in case chasing receipts isn't the problem. {% if title contains "cfo" or title contains "finance director" %} For a finance lead, the bigger benefit is usually spend visibility: seeing what each team spent this week, not at the end of the quarter. {% else %} For the person closing the books, the bigger benefit is usually fewer late submissions holding up the close. {% endif %} Does either of those matter at {{company}}? {{sender_first_name}}

{{first_name}} and similar are filled from each lead; after a “|” is the text used when the field is empty. {% if %} blocks choose text based on a lead field. Written for an expense management tool writing to finance leads.

When to use it

As the third email, when you have more than one reason someone might care and the first one didn't get a reply.

Why it works

• Silence often means 'not this angle', not 'not interested'. A new angle tests that.
• Different roles care about different outcomes, and the condition speaks to the reader's role.
• It openly says it's trying a different reason, which reads as honest rather than persistent.

How to adapt it

• Write your second-best reason to buy, ideally one aimed at a different priority (time, control, risk).
• Adjust the title conditions to the job titles in your list.