Subject Line suggestions
- Anything about you in the subject line will move you to the trash!
- Use the name of the association they are involved with.
- “X Tips for [Pain Point]'”
- Government/regulatory entity they deal with.
- Idea for [topic/issue that they care about]
- Named event/date that they know about.
- A competitor or competing offer.
- “Hi [name], [question]?”
- “[person they respect] suggested I connect with you”
Strategies for Your Email Content
Strategy #1 – Your expertise is reflected
- New research is showing . . .
- The regulations affecting . . .
- 4 missing codes that are result in the greatest losses for . . .
Strategy #2 – An interest that they will have, often some sort of news/information
- Congress just passed
- New industry requirements are mandated for. . .
- The four future trends that will most impact your business . . . .
Strategy #3 – Use a referral
- Bob suggested you might find information on . . . .
- Your association cohorts asked me to connect with you . . .
Email Do’s/Don’ts and other insights.
- 4 to 6 sentences. That is it. These emails are to build interest, not to sell. They are just part of your total plan.
- Don’t use any of the following (these trumpet “we want to sell you something” and you should immediately delete this email)
- “We do . . . .”
- “I have assisted others in . . . “
- “My name is . . . .”
- “We are known for . . .”
- Do use attention grabbing words: Results, value, leadership, profit, strategic, trust, leverage, competitive, advantage
- Don’t reference “awards” that you have won. They don’t care.
- Don’t include attachments (for prospects)
- Don’t put in a company logo (again for handhelds)
- Don’t include graphics (readability and download on handhelds)
- Do double space your email (for easy reading on handheld devices.
- Do use a simple signature line
- Phone number
- Web URL (or maybe email address) . . . if you are a big corporation just include that name instead.