Updated: Aug 30, 2019
Simply put, there are numerous reasons.
Whether you are using LinkedIn inMail messages or sending emails directly, there are sets of rules that one should abide by in order to deliver an effective message; an effective message being one that reaches and is acknowledged by the target audience. The CTA (Call to Action) is dependent on what you are looking to achieve. Having made this statement, there is a relationship between effective cold calling and emailing.
Let’s look at some examples below:
Not personal: With today’s access to information there isn’t really any excuse to address a potential client with ‘Dear Sir/Madam’ etc. At one’s deposal is the salesman’s “Ark of Covenant” (the phone). Pick it up and get the recipients’ name before sending out your message.
If you ascertain a generic email from say a gatekeeper then maybe you need to brush up on your cold calling skills or book a course. You shouldn’t be getting a generic email address.
Fix: To grab the intended target’s attention, add a personal touch to your email If it’s not personal or relevant then it’s spam. Be careful not to over-do it.
Copy and paste: In my younger days (dare I say) I was guilty of this and it doesn’t work! The recipient automatically sees it as a generic email and bins it. Ask yourself the question “How many irrelevant emails do you receive each day?” – and what do you immediately do with them?
This practice is amplified when using LinkedIn. Why? - Simply because senders don’t always read your title or try to understand the business that you are in – it’s just another generic email with which they have spammed you with.
Personally, I am still receiving these emails on a weekly basis from a variety of service providers from VOIP to automobile parts resellers.
Fix: STOP COPYING AND PASTING! Read each email to be sent. Make the email relevant and that it has a purpose for the intended target. There are “do’s and don’t do’s” of writing emails, just like making successful cold calls – so don’t repeat the error in an email. #firstImpressionsLast
Spray and pray (Relevance). As with copying and pasting whom are you actually trying to reach out to? What relevance do you offer when you spray across various industries? Is your service applicable across the board? This method / process / action doesn’t make you an expert in a particular field and it won’t allow you to learn how individual industries struggle or how it relates to your own offering.
Fix: Focus on a specific market. Learn and understand what that market is struggling with. Become the master and demonstrate your understanding.
Not sure what to ask. As with good practice, in any form of sales you can’t sell unless you know what the client wants to buy. What’s the purpose for the email and what industry are you targeting? It’s become a buzz to send out emails with links to landing pages; that’s great if that is your aim. What if you are selling a high-value solution or product, would sending leads to a landing page be your goal? Maybe - maybe not.
FIX: Have a plan of what you want to achieve. Make your emails count and have a purpose to grab the attention of the intended person.
Too Much Information (TMI). This is a killer! The worst emails that I have seen are from those in Hong Kong and China. It is believed by many that more information is good. The more you add, the better and more important the email must be. Who sold them that fallacy? …such nonsense.
Getting a clear picture of why TMI doesn’t work is straightforward. You open your inbox and receive an email; you open the email and are presented with pages of text. While juggling work, making and receiving calls, answering queries and working on various tasks “do you literally have the time to read and absorb all the information?” NO.
Fix: Keep your emails short and straight to the point. Less is more otherwise you end up clogging someone’s screen with a vast amount of information that needs to be absorbed, understood and ultimately decided upon whether to keep it or not so that it may be read at a later/less busy time.