On Internet Business

Making business work via email

Posted by Michael under Business Growth, Email Marketing, Leadership

Mark Solon had a guest post on the CCN Fortune and Money blog which makes some good points about business introductions.

There’s no doubt that the great age of British business, when the empire revolved around the can-do and can-sell attitudes of British business magnates, was fuelled by club culture. Business empires were run by men who met in their various clubs and associations, and divided up the world, and its business opportunities, between them.

Today the business world is more diverse and time-zones make face-to-face meetings less possible, so email introductions are becoming more commonplace. But how does this sensitive process actually work?

Pretty badly, according to Solon, who says that—while it’s great to connect people who might benefit from forming an economic relationship and go on to have a lasting connection that promotes both businesses—sometimes business people just don’t know how to behave well when they are part of an email introduction.

His tips are relatively straightforward:

1. Reach out promptly. Sounds easy right? You’d be surprised at how often I see people take days to reply.

It’s a good point, but then, if you’re the person doing the introducing, and it’s important to you that things go well, you may want to check with both parties that they are actually around and able to meet up: if one has flu and the others in Gdansk on business, the introduction could linger in their inboxes too long and then neither one knows how to get the process started again.

2. Move the person making the introduction to Blind Carbon Copy (BCC). There’s no need to spam that person a dozen times as you and the third party make plans to meet for coffee. Moving me to BCC ensures that A) I see that the connection was made and B) takes me out of the loop of follow-on correspondence.

Hmm… I tend to think it’s better to do this upfront, saying in your message ‘Dear X, now that Y has put us in touch with each other, I’m just going to BCC him on this so he can stay in the loop.  It’s a bit creepy not to know if your new acquaintance is keeping the introducer in the picture.

3) Save the person you’re being introduced to some time and effort. If there’s something they can read to help them prepare for meeting or talking to you, attach it in your reply, and make sure it’s brief.

Totally agree.

4) If they offer to meet or talk, bend over BACKWARDS to accommodate THEIR schedule. Remember, you’re the one asking for something. Don’t ever say something like “I’m available next Thursday at 9:30.” The only proper way to address this is “Please send me a few dates and times that work for you and I’ll be sure to make one of those work.”

Totally agree again. I’m amazed how often people looking for a contract try to set the terms for an initial meeting. Perhaps they think it makes them look busy and important. I tend to think that somebody who won’t accommodate themselves to my needs on a first meeting probably won’t have the flexibility and commitment to my company that I’m looking for, and I’ll go elsewhere if I can.

5) Same thing for location if it’s a face-to-face. Don’t ask them to come to your office or suggest a place to meet. Ask what’s most convenient for them. You’d be amazed at the chutzpah I’ve seen in these requests…

No I wouldn’t. I suspect that this is most common in people who are new to business who just don’t have a sense of location and its importance to achieving a successful outcome on a first meeting.

6) Use spell check. Seriously.

But not on names. Seriously. From time to time an email turns up where names have been spell-checked and you don’t want your new contact getting ‘Dear Steelpan’ when you typed ‘Dear Stephen’.

7) Remember that once you’ve engaged, you’re no longer just representing yourself, but the person who made the introduction as well. Be prompt and well prepared for your follow up call or meeting and take the time to write them a thank you note.

I wonder how many people actually do this? Perhaps some UK business people feel uncomfortable about saying thank you, but I find it’s much more common for US business meetings to be followed up by a thank you than for European ones.

Solon’s points are all good, and if you’re lucky enough to have somebody willing to effect a business introduction for you, then steps 1 – 7 will ensure you don’t mess up the beginning of what could be a profitable relationship.

email icon by Fletcher Prince

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When Email personalisation doesn’t feel very personal

Posted by Michael under Email Marketing

 Personalising emails to the recipient has been proven to increase click through rates. The major downside of personalisation is when it goes wrong.  

 Below is an example of a personalised email that isn’t very personal.

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Attention to detail matters

Posted by Michael under Email Marketing, Online Retail

1.   I didnt use the services provided by trainline.com.  Instead I emailed them to tell them their website didnt work.  So why are they delighted?

2.   “Woiuld” shouldnt that be “would”. With thousands of these emails going out wouldn’t it be worthwhile to use a spellcheck.

It is interesting to read an article in last weekends Sunday Times about other problems experienced by Trainline customer’s 

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Common Email Marketing Errors

Posted by Michael under Email Marketing

This email from Ikea shows what not to do.

Is a business that previously bought office furniture from Ikea going to be interested in buying a birch dining table because the price has been reduced.?

Email is a cost effective means of marketing, however to maximise its potential use the following tip:

Create your emails on the basis of your customer requirements.

A business is not likely to want a dining table no matter what the cost. Response and conversion rate will be low if emails are not directed to groups of customers with similar wants and needs. 

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