Practice Cold (and Warm) Email Marketing

If you target carefully, write concisely and approach people respectfully, you can use E-mail to begin a conversation with someone who may have never heard of you but whose need you can satisfy. How do you accomplish this? First, choose your prospect and find his email address. Then send a brief message—no more than three sentences—telling where and how you got their email address, who you are and what you offer (your tagline or seven-word blurb is perfect for this). Then ask him to reply if he’d like more information.

Peleg Top, of Top Design Studio, finds Web and email addresses for his prospects in trade publications. “Cold email marketing works better than cold calling on the phone,” says Top. “It enables the prospect to respond without a confrontation.” Top tells of sending an email message to a prospect at a record company that he wanted to work with. “A day later she responded with a positive response, and we’re now going through the introductory mode.”

Each time writer and photojournalist Jed Block does email marketing, he gets at least one job as a direct result. “And a job that I probably wouldn’t have gotten otherwise,” he adds. That’s what happened when he sent a warm message to Mary Kramer of K&G Tax Consultants—warm, because Block is a client of the firm.

Hey, Mary:
I just updated my Web site and thought you’d be interested in an exercise that appears under “Current Piece of Work.” If you haven’t visited for a while, I invite you to look around the site. It’s not all business—most of the time, I try to have a little fun.
This is a onetime mailing that I thought might interest you. If you’d like to stay in touch, the site makes it easy for you. And please don’t hesitate to contact me if I could ever help out.
Jed Block,
who writes for businesses and people wanting to communicate clear, stimulating, professional information with others.

“What grabbed me was that all his message did was introduce his Web site,” says Kramer. “It wasn’t a big pressure thing. We had been thinking about doing a Web site for a year, so we were looking for help. When I got the message, I looked at his site, which was really creative. Plus, he was local.” Since then, Block has worked on their brochures and a few small mailings, as well as their Web site.

If you have done your homework, if you have targeted carefully, and if you are truly offering something they can use, then you’ve initiated a conversation; and all it takes is one click to say, “Yes, tell me more.” And if they don’t respond, you’ve lost nothing but a few moments.

While many people believe that all unsolicited email is spam, those who use email as a marketing tool can attest to its effectiveness. “People want me-mail, not junk mail,” writes Seth Godin, author of Permission Marketing. So if you deliver marketing messages that Godin would consider “anticipated, personal and relevant,” you can make contact with real prospects. E-mail keeps you visible, keeps your market connected to you and literally motivates people to respond. Most important, it is the succession of communication back and forth that builds relationships between you and the people who make up your market. If you do your email marketing right, your recipients will actually look forward to receiving your messages. Instead of cursing you for sending something, they may actually thank you.


One thought on “Practice Cold (and Warm) Email Marketing

  1. WeaverKeisha

    Most marketing specialists underestimate e-mail marketing. I believe it could be very helpful, especially if you use wise approach and do your best to make those e-mails good looking (by using free image editor to add pictures, writing good content etc). Nice post, cheers!