By Brian Mitchell, Managing Partner & CEO
I am sick of the sheer volume of unsolicited email I receive. Rant not over.
I get it. We all get it. We buy something online and it requires our email, and we forget to check the box that says “I don’t want any of your friggen emails selling me crap”, well maybe not verbatim, but you get the idea. You get hammered with emails you don’t want. You unsubscribe, but you keep getting emails from the same vendor. You route those emails to spam/junk or attempt to block them, and sometimes it works, but oftentimes it’s like Arnold in The Terminator….”I’ll be back”. Filters simply don’t always work and never work permanently. This is really just whining and a reality in a world of digital consumption.
However, it’s truly annoying and disruptive in business environments on multiple fronts. As someone who actually writes emails in an effort to compel busy operating executives to invest time to meet with me – in their own interests – I appreciate the power of this form of communication. An informative yet concise pointed note over email is often well-received and an opportunity to create a professional impression even if the immediate timing doesn’t work for the intended recipient. When crafted appropriately, an articulate email is a call to action or at least a positive seed planted. Wonderful.
A well-written email enables:
- an introduction to one’s expertise
- a demonstration the writer has insight about the recipient
- the suggestion the writer has value germane to the recipient’s interests
- a purposeful next step to be actualized
But now, our work email inboxes are filled with an inordinate amount of so-called “drip campaigns”. I work in marketing technologies, I understand email is still the ‘killer app’ of the internet. Emails contain individual hash identifiers for each of us, our virtual fingerprint that trails everywhere we navigate online. You open an email on your mobile – your mobile is now paired. That’s you. “They” know. You connect WiFi at your house to your phone – you’re now paired. You watch TV and your set-top box understands that’s you fiddling through your phone on the couch while you watch. You step into your car and bluetooth now understands the car you drive and where it goes. A bit Orwellian, but it’s primarily just to sell us stuff, don’t worry.
Email campaigns work or investment into them wouldn’t be still so prevalent. But still!!! Conversions can be defined in many different forms and metrics – open rates, forward rates, scheduled meetings, purchases, etc. How do we cut through the noise of the absolute barrage of irrelevant overtures, inquiries, and cold calls to these desired target recipients? Add in the massive amount of AI generated email campaigning that will continue to explode and further drown out your individual communication efforts. How do you leverage this highly effective medium when it’s simultaneously so incredibly crowded and noisy? How do you stand out? The purpose of your email is 1) to be opened and 2) to compel the recipient to respond receptively (in their own interests). A few thoughts on this:
- Subject header is absolutely critical or your email content efforts are irrelevant. Don’t use all caps, do use a familiar sender name, brevity is best, and don’t be overly salesy.
- Grab attention by creating curiosity – intrigue without the whole story – the purpose of your note is to gain a live conversation, not to pitch every detail.
- Convey relevance to drive action – this must be concise! You must answer the question – “what is in it for me?” quickly. You must answer the question – “what will this require of me?” quickly and make it easy for them.
- Personalize whenever possible. This is the most critical area to build “assumed credibility” with someone you don’t already know. Were you referred or introduced (ideal)? Who do you know in common? What do you know about them as an individual? Their executive function? Their board? Their past companies? Connection drives relationships so your best shot at initiating a new one is with commonalities.
- Create some form of urgency. “This is a competitive situation” drives both curiosity and time sensitivity. Appeal to the selective and/or exclusive nature of why you specifically wanted to speak with this individual recipient.
- For god sakes, be professional. Be articulate. Be grammatically correct. Avoid humor that might not translate over text. Matter.
If you truly bring value, then it’s in the interests of the people in your business community to understand your services. Believe it, exude it, deliver it in your messaging by taking the time to craft effective email communication.