The Importance of Follow-up and Thank You

FS: Why is it important to send a follow-up e-mail within one month or send a thank-you e-mail?
DR: A thank-you e-mail — in conjunction with a thank-you page — are key opportunities for engaging supporters further at the time they are warmest to the organization (having just taken an action) and best placed to do something more (since you know exactly what they just did). Even if people don't opt-in for further e-mail updates, the thank-you email is still allowed to be sent and it is potentially (if you aren't good at engaging) the last e-mail you can send them! If 70 percent of people (from the performance benchmarks — but I view this as too high) only do one action, your thank-you e-mail and page may be the last opportunity to engage them — so it is highly strategic and thus why it should be used.