Approximately 2-3 times per week, I receive an email that says something like this:
Just thought you would like to know that I have a new Website up and running. email and contact numbers have not changed. (John Doe)
Off the top, can you determine the major mistake with this email message? Perhaps my list below will help you:
1. There is NO ACTION being requested.
What am I supposed to do with this information? Does John Doe want me to be happy for him? Throw a party in his honor? What?
2. What is John Doe to me? Is he a member of The Bankruptcy Club? Is he listed in the Nationwide Bankruptcy Directory? Is he a subscriber of the Bankruptcy Ezine? Why would I have any interest in the fact that John Doe has a new website and his email and contact numbers have not changed? However, if John Doe had provided me with some type of requested action he wanted me to take, I may have been able to figure out why he sent me this information.
When you send out an email to a business, you need to act like a professional (regardless if you are one or not) who owns a REAL business. Here are some tips to help you:
1. First of all, as a business owner, you should NEVER be in a position where you need to change your business email address. Go to http://www.bummerhosting.com and secure a domain name and you will receive an email address that will never change.
However, if you have already made the mistake of starting your business using your personal email address, and you decide to change it at a later date – DO NOT send out an automatic reminder to a business regarding the change.
You know the kind I am talking about. The company who provides you with a new email address will provide you with a form. You type in the email addresses of people that you want to notify of your new email address and the software automatically sends out a mass mailing to the people on your list.
BEWARE: THIS SERVICE IS ONLY FOR PERSONAL USE. People just getting started in business get very confused about this. They use services specifically for personal use for their business use. This cheapens your company!
Instead of notifying your business contacts through these types of automated services, you should login to any of your accounts and make the changes yourself. If the company does not offer a way for you to update your information, then you can contact them. Below is a rewrite of John Doe’s email to show you what I mean:
My name is John Doe. I am a member of The Bankruptcy Club. I am unable to login to my account. Please update my records to reflect my new email address, which is: johndoe@mywebsite.com. Thank you for your time. John Doe.
Do you see the difference between the original email John Doe sent and the rewrite above? It provides me with the information I need to take action. Also, the requested action is clear and understandable. A company receiving this email message will have no trouble solving the issue immediately.
Unfortunately, since John Doe did not provide me with any information, I had to delete his email. This was a waste of time for Joe as well as me.
ONE FINAL NOTE
Although you may not think that this article had nothing to do with marketing, you are wrong. Marketing is not simply advertising to make money. Marketing is a part of your day-to-day company operations. By presenting a professional, business attitude, John Doe will “score a few points” and the company will be impressed. This creates good will, which also can turn into referrals, which can eventually turn into sales.
Also, do not forget to include your name, company, address, telephone and website address at the bottom of EVERY BUSINESS EMAIL you send out. Here is the proper format for professionals:
Victoria Ring, CEO
713Training.Com
http://www.713training.com
1601 West Fifth Ave, Suite 123
Columbus, OH 43212-2303
Office: (614) 214-8734
Fax: (614) 355-0184
