A good friend and a very smart one at that recently sent me a matter of fact email about how to improve my outbound marketing. I share it with you.
Michael – It’s always about them, never about you. Get the name of the person you’re emailing, and use it liberally [see what I did there?]. In the subject line, every few paragraphs, whatever is necessary. If you can’t get the names, don’t send the email. I’m not saying you have to do this yourself – use oDesk, eLance or some other marketplace to give this to someone earning $3-5 an hour overseas.
Most people check their emails on their phone, and if they don’t know you, why should they open your email? These people are busy, they don’t want to waste their time! The subject line needs to be short,sweet, and cause curiosity. But don’t go overboard. I got an email this week from Tracking202 that said [and I’m not making this up] “Warning – Your Installation has been hacked”. It was a pitch to upgrade to the new version, but it just made my heart race and pissed me off. I’m not the only one – they had to send out an apology afterwards.
Remember, you’re probably being viewed on mobile. Make sure the email can be read without scrolling.
I’m blunt, so here it goes: No one cares about your passion or what you’ve done, no matter how awesome it is. I’ve learned this the really hard way. It sucks for our egos, but that’s life. What’s in it for them? How will it: make them more money, make them look good in front of their boss, or get them laid? Those are the questions you need to answer. What does it do, what does it solve, and why is it better?
You need to make your emails seem personal, even if they’re actually not. Get rid of the templates. Make the from be you, not the company. People will open these emails more.
What do you want from the email? A Demo? A Referral? Someone to visit a site? Pick, and then focus your email on that and that alone.
You need to set up a series of these emails until they reply or unsubscribe or whatever. One email won’t cut it. I use a series of 3-7 depending on how annoying I want to be.
From: Michael Connolly
Subject: Ariel – Introduction?