Even a routine email attachment—say, a PDF or JPG—has a number of challenges to overcome before a potential client looks it over. For starters, corporate servers, vigilant in their defense against viruses and spyware, treat attached files with deep suspicion. For large attachments, they might strip them off or block delivery of the email.

Assuming your attachment evades the filters, you are still up against busy schedules. Folks only take the time to download files they are strongly motivated to read.

The best option: Send a Web link. Why attach a file loaded with facts and figures if you can link to a Web page with the same information? It can be viewed with one click, and it won’t clutter anyone’s desktop.

Sometimes, of course, an attachment will be your only option. If so, you can smooth the way:

• Announce its arrival. When people expect the file, they’ll be more inclined to download and give it a once-over.
• Keep it small. Smaller files—1MB or less—have a better chance of bypassing electronic watchdogs.

The Po!nt: Ironically, the very document you’re using to make the sale might hamper the effectiveness of your pitch. Be careful with attachments, and more people will read your offer.

→ end article preview
Read the Full Article