What
is the Story on Email Responses?
by Gerry Rose, Integrity Networking Solutions, Business Consultant
How many of your emails are being read? Are
you getting the responses you want? Would you like better responses?
With all the spam, it is more and more
important to use some simple procedures when communicating by email.
More of your emails will be opened, replied to, and you will get the
response you want.
·Subject Line: To get your email opened,
be sure the subject line includes “Opening” information. We need to
answer the reader’s question of “Why should I open this?”
Recently I applied for a business account
from a new bank. The banker at this branch was introduced to me by her
formal first name, Elizabeth. She used her nickname, Beth, on her email
address. Her email address did not make reference to the bank name.
The subject line said, “account information”. I deleted her first email
communication. Had she included the name of her bank with “account
information”, I would have opened the email. (Among other reasons, I
did not open the account with this bank. Looking back on this
experience, I cannot help but wonder if it were not for sloppy
procedures in other areas, as well as email, I might be doing business
with this bank today.)
Professionals always use the name of their
company as part of their email address. Therefore, always use your name
@ the NAME OF YOUR COMPANY or some derivative of your company name. As
for my email, it is
gerry@integritysd.com.
·Content: The content should be to the
point, covering one topic.
Many of us, especially those of us older
than 30, use email in place of the quill pen (OK, ballpoint). We use
email to replace the postman.
I encourage you to cover one subject per
email. Even when I have a communication with the same person, which
cover two topics, I always send two emails. I use as few words as
possible to make my point. When I think that the topic needs more than
a couple of lines to make my point, I suggest that we arrange a
telephone appointment.
· Signature: The signature should include
your contact information, website and email addresses.
Much of my day is spent marketing my
services. Most of my email is in support of that marketing effort. I
spend a lot of time thinking about how to get people to open my emails.
I encourage you to track your results. I am
looking for responses.
Recently, I sent out an email to 85 speakers
in the San Diego, Riverside, and Orange County area. My goal was to
tell them what I wanted to do to help them this year. In turn, I wanted
to let them know what I want to do for my speaking opportunities this
year. What I did was create a subject line “I resolve to do a better
job referring speakers this year”. In it I gave them a short seven
questions to answer. Below their seven questions, I answered those
questions the way I would have if someone were asking me. (I answered
all seven questions with 31 words total.) I received more than 20
responses. What was the outcome?
1) It allows me to be a better resource
to a group that now will also refer me.
2) I gave them what I want to do so when they hear of an opportunity
that does not fit them, they will refer me.
3) I am creating a win/win for the reader as well as myself,
understanding the concept of give to receive to give again.
4) I now can offer each of the respondents a service for FREE giving
them what they want.
So far, in less than two weeks, I have:
· Attended two speaking events in front of
my target market.
· I will meet with a potential client.
· Have a new advocate who is lining me up for a speaking opportunity.
· Attended one additional networking meeting by invitation.
· Introduced to 10 new potential clients.
· Invited to attend a new networking seminar.
All of this just from one email that was
positioned correctly!
