If you’re like me, you probably receive upwards of 10 introductory emails or LinkedIn messages every day pitching all manner of product and services. Do you read any of them? Probably not. I know for a fact that most of mine don’t even get opened because of the email subject line and those emails that do, rarely get read below the first line. That’s not because I don’t need their products or services. In fact, in the time it takes me to hit the delete key I probably don’t even know what half of them are selling. The point is – they are selling and I don’t want to take time out of my busy day to be sold to.
And that’s a problem. What if you or I want to use an email pitch to reach out to relative strangers and stoke up new business? Is email dead? Should we give up before we even start? Not so fast. You see, out of the hundreds of unsolicited emails which arrive in my inbox every month – very rarely, one does catch my attention and I do go onto (i) read it and (ii) take action. So what makes this rare email pitch different from all the others? Here’s a few observations, which if followed – are much more likely to lead to your email being picked up and read.
Blanket, impersonal, generic emails are of no interest to anyone. If you are sending volumes of unsolicited emails (i.e. spam) – don’t. Respect your receiver. Learn a bit about the person, their role and their business through their LinkedIn profile. Be sure to demonstrate that you have spent time doing this in your email. It shows a more considered approach.
It’s not me, it’s you
Here’s a golden rule about introductory emails. It’s not about your products or services, it’s about your reader’s problems and their pain points. If you’ve not spent time understanding the trigger point which makes people think “I need to buy one of those…” about your product or service – do it now. Make everything in your email about their pain and how you can take that away.
Cut the Crap
Have you ever read an email and thought “I don’t even understand what this is about”? I had a sales email the other day exactly like that. In fact, it was one of the few emails that made me read past the first line, purely because it made no sense whatsoever and I was intrigued to understand how bad the email could get (it actually motivated me to write this). The bottom line is – cut the jargon, the over familiarity and the clichés and tell it how it is. Your reader will appreciate the normality and honestly of what they’re reading.
Don’t do the Loop
There’s a common thought process in sales, that the more you contact someone, the more likely they are to buy from you and to an extent that’s true. However, some very lazy people are taking this to the extreme and simply setting up repetitive, automated email loops containing four or five messages, hoping that at some point the recipient will finally break down and buy (or cry). DON’T DO THIS. WANT TO KNOW WHY? Your domain will be blacklisted. Take a look in your spam filter and you’ll probably see hundreds of emails from people putting this lazy practice into practice. Why are they in your spam folder? Because their domain has been listed as junk. Do you want to risk all of the emails addresses in your entire organisation being listed as junk? If you are sending out junk you deserve to be classed as junk so don’t take the risk.
When we work with clients to create an email pitch, they often want to squeeze every last possible bit of information they can think of into a message. Who they are, how long they’ve been going, why they’re great, what they offer, what this means, who else they’ve done it for, what else they might be able to do and an infinite number of ways they can be contacted. Your recipient has no time or interest in this. All they want to know is what’s in it for them… and rightly so. Keep your email pitch short, simple and to the point. Here’s quite an extreme example of a good message that does the trick:
Dear <name> . I notice that you <demonstrate you know who they are> . We help companies do <value add> . We could <explain exactly how you could improve their circumstance> . Would you be Ok with me dropping you a phone call at some point this week to tell you a bit more / demonstrate our product?
I look forward to hearing back from you shortly,
Provide an Incentive
If you want to add extra spice to your email, try adding a time-limited incentive. Maybe the reader can get a free upgrade to the next service package. Maybe they’ll get entered into a prize draw or receive a tempting discount. The choice of incentive is up to you. Just make sure it’s something that will motivate the recipient to take action. The offer of a free “consultation” is about as popular as a leaky pen.
As I’ve shown in the short email example above, be precise. There’s a temptation with emails to write an elaborate play on words, a war and peace email showcasing your literary prowess. But every unnecessary word your type is taking the reader’s focus away from your message. Be precise in what you’re offering and be precise in what you want. Leave the storytelling for your blogs and other extra-curricular activities.
That’s all from me for now. If you like this article, please share it and if you need help with any area of your marketing, drop us a call today on 0207 458 4788.