Of course, I’m not talking about your personal emails from friends and relatives. I’m talking about business emails from [...]]]> Working online entails a lot of email communication, whether directly to your email address or via your website. No matter where your email messages come from, they are a top priority to answer fast and effectively.

Of course, I’m not talking about your personal emails from friends and relatives. I’m talking about business emails from your potential customers, or from loyal and repeat customers and clients that come to you again and again, giving you their business.

Today’s world has developed into one where people seem to want instant gratification in their demands. The Internet has, in a way, created a monster in this respect.

The Internet! Where else can you send a message to someone in India and get a response within minutes? Where else can you order a music CD from your living room and get a response that your order was received and is being processed, almost instantly?

The general online population has become used to having speedy responses, fast shipping times and rapid answers to questions. All this without the expense of overnighting letters, paying phone bills or driving downtown to buy a blanket.

Email messages between businesses and their customers are a key aspect to handling your business activities. You may send out email blasts to past or potential customers, reminding them to send in heir orders. You may send out newsletters or place banner ads.

However you choose to advertise, it is sure to elicit response, and this normally comes in the way of an email message. The person may want a quote. He or she may have some question about the product. The best way to handle your email messages is to answer everyone within an hour of receipt. I know this may seem impossible, but it isn’t. I have a friend who does this, and because of her fast response to customers, has more than 50% repeat business! This speaks for itself!

The absolute maximum time you should let an unanswered email sit in your in-box is 24 hours. People seem to be able to tolerate this much of a delay in hearing back. However, to create the best
impression, it’s better to answer much sooner. (Within three hours if at all possible.)

Today, with smart phone use being on the rise, it is simple to answer emails from customers or clients. You just have to remember to carry your phone everywhere you go. Easy. Many people do. You may need to carry some business papers with you in order to provide some of the details they ask for.

There’s nothing worse than emailing a company who you are interested in doing business with and getting a response a week later. Even worse, never receiving a response at all. We have to wonder, do these people even want to have a business? Are they still there?

Answering emails promptly impresses your customers. They know you are there and willing to help them. Chances are they will purchase your product or service, because you have already built their trust.

And answering promptly doesn’t mean you gotta do it yourself. Outsource it by finding a skilled Virtual Assistant who does it just as good — if not better — than you.

—Marcus Hochstadt

As a work-at-home-mom, I’ve found it particularly challenging to market [...]]]> This is the first time I invited someone to write a guest post for my blog. Theda K. Rogers is a professional writer. I encourage you to read and bookmark her post. It’s an excellent tutorial on how to get new clients using e-mail.

As a work-at-home-mom, I’ve found it particularly challenging to market my freelance writing business. Cold calling is a tried and true method for getting new clients, but when you have a toddler at home, talking on the phone (and sounding professional) isn’t the easiest thing in the world.

So I’ve had to be a little creative when it came to marketing my Internet business.

Since I have a website and a blog, I thought it only natural that I use the Internet to also find new clients. Instead of cold calling, I started cold emailing.

My philosophy is that people are busy, so a quick, to-the-point email saves them time. More important, it gives me a more professional way of making contact for a relatively low amount of money. Direct mail would work in a similar manner, but it definitely costs more. Also, I can cold email anytime of the day or night.

Here’s how to get new clients using my cold emailing technique. First, I identify my target market. Then I begin looking at local and nearby chamber of commerce sites to find the web addresses of potential customers. Even if an email address is listed on the chamber of commerce site, I always go to the company’s website. This way I can find out the name of the appropriate contact person, and I can find out a bit about the business.

When I’ve located an email address, I then begin my cold email text.

The most important thing is to have a contact name so you can personalize the email properly. I never say “Dear Sir or Madam,” or “To Whom It May Concern.” If I can’t find a contact person, I generally don’t send a cold email. When I get a free moment I simply call that company and ask for the name of the person in charge of marketing.

The next most important part of a cold email message is the subject line. So that I’m not violating the CAN-SPAM Act, I make sure that my subject line isn’t deceptive. Since I’m looking for information about their need for copywriting, and since I’m offering that service, my subject line usually reads, “Copywriting services information request”.

Okay, let’s get to the meat of the message.

My email truly is a request for information, so I make sure to keep true to my subject line. I tell the contact person why I’m writing, who I am, and what I offer. I also ask if they use my type of service, and request information about how I can be informed when they have such a need. The beauty of the cold email is that I can include a link to my portfolio, so there’s no need for the prospect to ask me for samples.

Here’s an example:

Dear Mr. Smith,

I am a professional business writer, and I’m contacting real estate companies to determine whether you have an occasional or ongoing need for a great freelance writer.

I help companies write web and blog content, press releases, newsletters, and other marketing collateral. You can find samples of my work in the portfolio on my website.

How can I be informed about freelance writing opportunities with [company name]?

Sincerely,

[my name, company name, phone number, web address, blog address]

If their website is particularly interesting, I also try to mention how I like it, or how I noticed their Internet business doesn’t have a blog, or something else to make it more personal.

Now, before you start sending mass cold emails, be sure that you’ve read the Federal Trade Commission’s CAN SPAM Act, so you understand the rules and the risks.

I don’t include an opt-out message, though the Act requires it, because I never email them again if I’ve received no response. I’m not sending an e-newsletter or anything else on a continual basis. I’m simply looking for information.

Also, I don’t include a physical street address because I work from home. When I get a post office box I’m sure I’ll include that, but I don’t think it’s necessary, despite the rules. That’s a risk I’m willing to take, and so far I’ve received no complaints.

How has cold emailing worked for my Internet business? Most of the well-paying clients I’ve had have been a direct result of cold emailing. I usually caught them at a time when they needed my services, and my email was well-received. I’ve also gotten a lot of, “Not right now, but I’ll keep your information on file,” and “Not now, but contact us later” replies. I add those to my “warm leads” list, and I will later use those email addresses or physical addresses for future campaigns.

Cold emailing has definitely worked for me. Have you tried it, or do you prefer cold calling? How do you get new clients? What other methods have you used to market your Internet business when you just started out, or when you have a busy lifestyle?

About the Author

Theda has been a professional business copywriter and editor since 2002. Her company, Theda K. Communications, has helped businesses create website and blog content, brochures, newsletters, press releases, articles, sales letters, internal communications, and other information vehicles. Her services also include proofreading and editing services. Theda’s website is www.ThedaKCommunications.com, and her personal blog is at www.CrayonWriter.com.