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What’s the best way to introduce my business by email?

We get asked this a lot and the short answer is that it must be part of a wider marketing / business development plan.  BUT Chalkwardwithin that context here’s our recommendation.

The best way to introduce a company to new buyers using email is this.

  1. Research potential businesses by browsing their websites and finding the names of people who work there. Cross-check the names using Linked In and build a spreadsheet database of prospects.
  2. Write a bespoke introduction email to the recipient which demonstrates you have researched their business and understand their needs. It should not be about sales. The first approach is about research and finding out more about them. Aim to set a time to speak on phone/Skype to find out more.
  3. For those who do not respond. Plan a second email with a gentle reminder of your interest in their business. Ask them to pass the message to the correct person if they are not dealing with suppliers.
  4. If they do not reply, add them to your mailing list and start to send regular, short, informative messages which will help their business (may include some sales messages, but very few).
  5. If you can afford it, send a postal mailing individually to each business with some collateral, samples or testimonials as a follow up. Again, invite them to connect with you by telephone/Skype.

The deep skill lies in writing that first, well-researched email.  It needs to be short, engaging and to create a desire to learn more from the reader.  If you work in B2C this is not a practical solution unless you are a startup, because it’s too time consuming.

Creative Agency Secrets provides email copywriting services, and training to teach your team how to write and execute email introduction programmes.

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How to improve a ‘cold’ email introduction

Many businesses use direct email and purchased mailing lists for new business development.  It’s a tried and tested technique.

No cold calls

No more cold calls or emails. [Image credit http://muddycolors.blogspot.co.nz/] 

But it only works when you have a VERY compelling and well-written message.

Here’s an example we received

Would you like to have just one invoice to pay every month for all of you property maintenance? And only have to remember one number. Then give us a call and let us and our team do it all for you. From a one off job, or a complete maintenance package that works just for you

I have attached our company profile for you to see who we are and what we do

Also here is a link to our website [included but not hyperlined]

Please do not hesitate to contact us with any queries or quote requests

Kind regards

 

Improve your cold email text

Thanks very much for getting in touch.
As you probably can see I run a marketing business and my eagle eye couldn’t help noticing a couple of things you could improve with your approach email which I just got.

You forgot the company profile attachment.  And the link isn’t formatted correctly to open your website.

But the main thing your email lacks is a strong reason for me (the recipient) to DO ANYTHING.
Take a read of a couple of our blog posts about writing cold emails
Do you see that both give me a reason to reply?

I want to make you an offer

Will you let Creative Agency Secrets re-write your cold email so that it actually gets prospects to reply or click through to your website?
We will show you the techniques that not only get read, they get prospects to take action and start a dialogue with you.
If this sounds like the sort of marketing you’d like to be doing, let’s talk on the phone next week.
I have got time free on [name date] – any time after 10.30 am.
Thanks for your time

 

 

Regards

 

 

Rebecca Caroe

 

 

P.S.  There is no obligation to work with us after the phone call… but we are sure you won’t be wasting your time.

 

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