Email Marketing · Sales

Best ways to introduce yourself and your company to a potential client via email?

Matthew Diaz

February 11th, 2015

I find myself at ends with this problem. Did I say too much? Did I even interest the prospect at all? Why did I even mention compensation? Was it too short?

So many things run through my mind when I email a potential client.

What are some ways you go about it? Is there a strategy or personal template that you have?

Anonymous

February 12th, 2015

Business is personal. People want to work with and for people who they trust and share common values. It's about relationships. One of the best pieces of advice in building relationships is the old adage: seek first to understand, then to be understood. Add value before you ask for something. One of the best ways build relationships is connect on the level of a cause by volunteering, participating in a charity event or serving on a Board. People are passionate about why they support a cause. Connecting on the level of this passion often builds very strong relationship bonds. 

Jessica Alter Entrepreneur & Advisor

February 11th, 2015

Adding on to what Eoin says, I find (and it's proven) that finding social proof is the most important thing, that means
a) someone you know in common - although if you do an intro is 100x better
b) something you have in common - school, old co., etc.
c) mention other clients that offer social proof - does not have to be competitors just reputable companies.

This is basic but hugely important if it's a cold email. 

Can also look at Tout for simple template generation

EM

February 11th, 2015

@Matthew -- there's a lot of research on email best practices but it really is specific to each client/product combination. A good starting point is Predictable Revenue:
http://www.amazon.com/Predictable-Revenue-Business-Practices-Salesforce-com/dp/0984380213

It will give you a basis for starting your first email programs -- (in a nutshell, for cold emails into big enterprises, go senior in terms of the target, go REALLY short on the emails, ask for a referral to the right person).

I'd also recommend getting started with a template system with tracking. In particular, Yesware does a great job on this front -- if you've the money, splurge on Yesware + Salesforce licenses so you can track these conversations and measure which ones turn into something.


Aleksandra Czajka Freelance Senior Software Engineer, Developer, Web Developer, Programmer - Full Stack

February 11th, 2015

Matt,

I wouldn't do this at all. It has a negative effect on me. Not only would I not reply to such an email, I would think negatively of the firm or person sending it. What I suggest, in stead of sending emails, go out and meet people face to face. Go out and meet as many people as you can at networking events, meetups, etc. Don't pitch to them. Meeting someone for the first time, they will never decide to take on your services if they don't already know they need them. In stead what will happen is that when they are in need of your services, they will remember you and already have your card. Just network, give out your cards, don't pitch, be friendly and interested in people. 

Hope any of that helps!
Best,
Aleks

Anonymous

February 13th, 2015

Thank you everyone for the helpful suggestions and tips.