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Pushing Through The Prospecting Intro Email Dead End

This article, Pushing Through The Intro Email Dead End, is part of our Destination RSW Summer Blog Series, designed to help you navigate the hazards encountered on the road to new business.

We’ll have new challenges featured throughout the summer, so be sure to check back in each week for a look at the latest content!

 This post is from RSW New Business Directors, Brandon Buttrey.

Too often agencies will send hundreds of introduction e-mails – hoping something will stick with someone – but they never really take a critical look at the content of their e-mail.

I’ve seen MANY introduction e-mails and they’re typically too long, too full, and too impersonal.

For example:

I want to introduce you to XYZ Agency, a full-service marketing communications firm specializing in helping B2C and B2B brands drive growth. XYZ Agency has expertise in working with companies like yours. This knowledge base allows us to hit the ground running and quickly grow awareness to help increase sales. Our results are fast, reliable, and above all measurable – so you always know you’re making the most of your marketing budget.

We offer a wide range of capabilities to create the most expansive customer experience possible. These capabilities include strategic planning, creative design, advertising, media, PR, social media, email marketing, website & app development, and video production.

We have supported clients such as Brand X, Non-profit Y, and B2B Z…to name only a few. Visit our work page to view those case studies and more. [Link to XYZ Agency Work Page].

Like drinking from a firehose. Yes, your agency offers more than can be put into one e-mail – – however, you need to fight the urge to say it all at once.

I have three guidelines that can get agencies on the road to better introductory emails:

1) Play to your strengths

As you’re crafting your Introduction E-mail, choose one core strength or capability that you can speak to.

Choose something the prospect can actually digest.

Yes, your agency may specialize in multiple areas, but choose one for the Introduction E-mail.

A good way to help you identify your core strength is to think back to your current list of clients and ask yourself (and your team), what do our clients love about our agency?

Showcase that strength in a short and personal note… this will give it more power.

2) Taking it personally

Another key to success with introduction e-mails is the Subject Line.

No one is going to read your email if they don’t open it first and a broad or sales-y subject line isn’t inviting.

I will often see subject lines like: “Can I get 15 min of your time?”, or “Let our agency help you!”.

A good way to help you identify if the subject line is personal – – ask yourself if it sounds robotic or human.

Lean FAR away from robotic.

Remember… you’re reaching out to an actual person.

If YOU would open and read your email based on the subject line, chances are they will, too.

Here are a few examples of Subject Lines that may work for you: ‘Would love to connect!’, ‘Mailing this to your office’ (if you’re mailing a brochure/intro package), ‘We’re big fans of {Company Name}’.

3) Don’t reach for the SPAM

Also, resist the urge to fill this first e-mail with links, PDF’s, or any other attachments… adding these will typically put your introduction e-mail into the prospect’s SPAM folder.

Nowadays, firewalls are relentless-until you’ve begun communicating with the prospect.

Having links, PDFs, or attachments is a sure-fire way to get your e-mail booted to SPAM. Keep them text-only initially, then you can send Case Studies and other content once you’ve begun that relationship.

The key here is to slow down…take your time…focus your Introduction e-mail on one or two key strengths that you offer, keep it personal – without the links or attachments, and tighten-up your Subject Line.

Then, as you build the relationship with the prospect, you can explain more of your agency’s offerings and dive deeper.

Remember, prospects get so many e-mails throughout the day-yours needs to be short, digestible, and personal!