Just checking in” emails are the worst. If you’re sending an email, it’s obvious that you’re checking in. You don’t need to say it again.
Plus, “just checking in” emails don’t provide any value to buyers. They don’t care that you want to get in touch with them, especially if you haven’t already provided them with a compelling reason to do so.
When emailing is part of your sales and marketing content creation strategy, it’s important that you add value EVERY time. Whether you send them a link to a useful piece of content, provide them with an actionable bit of advice, or invite them to join you at an industry event (all can be part of an email nurturing campaign leveraging marketing automation), you should always have a reason beyond “just touching base” that helps you build your relationship with the prospect—and drives you closer to converting them to customer status.