How to Write New Business Emails That Get Responses: It’s All About the Research
When sending cold emails to introduce your agency to potential clients, the quality of your research can significantly boost your response rate. That crucial first email sets the tone for your relationship—either presenting you as an informed, knowledgeable professional or as just another salesperson.
By dedicating time to comprehensive research, your new business development efforts can rise above the generic, impersonal emails Marketing Directors and CMOs receive daily.
Here’s how to structure your research to craft emails that resonate:
1. Know Who You’re Talking To
Identify key decision-makers and dig into their LinkedIn profiles. Look for:
- Roles and Responsibilities: Understand their position and objectives.
- Shared Content: Review their posts to gauge their interests and industry concerns.
- Professional Activities: Reference any webinars, articles, or projects they’ve shared or led.
This personalised approach demonstrates that you understand their challenges and are in tune with their passions, building trust right from the first interaction.
2. Show That You Care
Go beyond LinkedIn to find additional insights:
- Public Engagements: Search for articles, panels, or conferences where they’ve been featured.
- Brand Mentions: Look for press coverage or recent campaigns they’ve contributed to.
Matching their communication style—whether formal or conversational—creates an instant connection. Highlighting their work not only personalizes your email but also flatters them, increasing your chances of engagement.
3. Understand the Brand
Gather intelligence about the company to align your agency’s offerings with their goals:
- Website and Social Media: Learn about their history, tone of voice, and target audience.
- Annual Reports: Discover strategic priorities and upcoming initiatives.
- Job Listings: Uncover insights into their growth ambitions and key focus areas.
When your email speaks directly to the brand’s objectives, you position your agency as an ideal partner for their success.
Is All This Research Necessary?
Yes, it takes effort—but it’s the difference between being ignored and getting that crucial response. A well-researched email shows your future client that they’re more than just a name on a mass mailing list.
This investment in understanding their world fosters trust, encourages engagement, and increases the likelihood of meaningful conversations about projects and collaborations.
Take Action:
- Research thoroughly.
- Personalize authentically.
- Stand out.
Your next client is waiting—start digging today!
