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