In this article, you'll learn...
- Pitfalls to avoid when soliciting new business via email
- A real-life example of an ineffective email message
On any given day, between 20 and 50 pieces of unsolicited email sail past my spam blocker and into my inbox. When I worked in business development, I purged them indiscriminately. As I got involved with marketing, I skimmed through them occasionally for ideas and inspired copy.
Once I became a writer, I often edited the messages in my head—until the day a direct mailer arrived that set off all the "newbie" alarms and I had to intervene at once.
The following is my response to the emailer. Below that is the original email, with identifiable details withheld to ensure privacy.
* * *
I left Quartesian last year to become a full-time writer of digital marketing content, including direct email like the one I was lucky enough to receive from you.
Before that, I had spent four years in your shoes, trying to do both marketing and sales on a shoestring for a small ambitious B2B service provider. So, I hope you take this letter in the spirit in which it is written: one professional reaching out to another to share insight and offer support.