·
Is sending unsolicited e-mails to management
effective?
·
Should you send unsolicited cold call e-mail
to management?
·
Is sending unsolicited e-mails to management
legal in the U.S.?
·
What kind of e-mail should you send to
management?
.
These are all reasonable questions for salespeople
to ask themselves if they are trying to reach
non-responsive targeted management prospects. Yes,
telemarketing, networking and marketing help
generate leads for sales teams. But, what happens if
none of these action steps generate an inquiry from
a management prospect you are trying to sell.
One way to penetrate the "no talk zone" of
management is to send a cold call e-mail.
.
Is sending unsolicited e-mails
to management effective?
.
Sending a cold call e-mail is a risk. You will
alienate a percentage of management prospects by
using this method, but statistically you will get a
positive response if you craft your e-mail
correctly. Sending unsolicited e-mail to
management can work.
.
Should you send unsolicited cold call
e-mail to management?
.
Some of the management prospects you alienate can be
aggressively abusive, ban your company from working
with them permanently, or worse, report you for
spam.
.
Is sending unsolicited e-mails to management legal
in the U.S.?
It depends on what
your attorney says. At The Value Forward Network, we
publish newsletters distributed worldwide and last
year we mailed in excess of 15 million e-mails to
our opt-in mailing lists. Our intellectual property
law firm says that under the CAN-SPAM Act of 2003.
(http://www.spamlaws.com/federal/summ108.shtml#s877)
you should NOT send unsolicited e-mail even if it is
a business-to-business e-mail about legitimate
opportunities. Like the U.S. Junk Fax Act (http://www.keytlaw.com/faxes/junkfaxlaw.htm
) if you do, you can be exposed to potential legal
actions against you and your company.
.
What kind of e-mail should you send to management?
If you send e-mails to management both solicited and
unsolicited, there are guidelines you should
consider when sending your e-mail.
.
8 Guidelines to Increase Your E-Mail
Success
-
Never send an
attachment with your e-mail. Prospects who don’t
know you are not going to open a file and risk a
virus.
-
If you are sending an
e-mail, send it from a named individual, not a
company, and always have your company name, web site
URL, telephone number and name in the e-mail
signature.
-
When sending an
unsolicited e-mail, keep it short -- less than four
paragraphs.
-
When sending an
e-mail, always use bullets and numbers in the body.
-
Always describe in
your e-mail how your offering can increase income,
decrease expenses or manage risks for the targeted
prospect.
-
Always name other
clients in your inquiry e-mail so your prospects see
your value through the eyes of your clients.
-
Always include an
action step for the prospect to take or an action
you will take.
-
Pay special attention
to the subject line of your e-mail -- it should be
less than 40 characters or mention something that
will intrigue your prospect.
|
Cold Call E-Mail
Example
Subject: We work with
European Group Insurance
Dear Mr. Jones.
We are business
performance improvement specialists, and
we work with other management teams to
integrate strategy, marketing and sales
into one outbound revenue capture
program.
Through our programs
and services, we help executives:
-
Reduce
marketing costs
-
Decrease
sales cycle selling times
-
Increase
market share positioning
-
Maximize
marketing ROI
-
Increase
sales success to management
We have worked with
management teams from companies like:
-
IBM
-
AT&T
-
Omine
National Medical Group
-
New
York Investment Group
-
Tyco
I am just contacting
you to see if we can set up a short 20
minute conversation to chat about our
offerings and see if they might be a
good fit for you and your team.
I will not waste your
time.
Please advise.
Regards,
RIck Erling
President
The CxO Group,LLC
|
Should You Cold Call By E-Mail?
.
You are taking a risk if you cold call by e-mail.
Only you and your company can make the decision of
whether you should do it. But beware
-- although you
may be rewarded by getting through the "no talk
zone" of some prospects, you risk upsetting other
prospects you are trying to sell . . . and their
legal department.
