Do Unsolicited Emails Actually Work for New Business Development?

As someone who is responsible for new business development, I understand the need to keep the pipeline full and to do what you can, however you can, to keep your business front and center with prospective clients.

Developing relationships in order to secure an actual conversation that maybe (hopefully) leads to an opportunity to work together takes more than just sending a few emails.

Can we set a chat OR call to discuss further steps to discuss the possibility of mutual synergies?

Does anyone really set up a call or chat to discuss mutual synergies simply because you get an email? Particularly in the professional services industry, it is not likely.  I may be looking for your services, but it is doubtful that I will find my accountant based on an unsolicited email.

A better use of your time would be to provide some valuable content in that email.  What are the pain points that you can help me with if I were to engage in your services?

I’ve reviewed your website and think we can work well together.

If you really reviewed my website, tell me HOW you think we can work well together.  You might be right, but I’d like to know why you think so.

Dear (fill in the blank):

Mail merge is a great tool, until it isn’t. It is a straight shot to the delete folder when this happens.  It is why email platforms provide a preview and a test option.  Use them.

A few other things that will send your unsolicited email straight to my delete folder:

  • Typos and misspellings.
  • Run-on sentences.
  • Using talk to text without any punctuation.
  • AI-generated ‘personal’ emails that are clearly not personal at all.

Look, it’s not that I am against email.  Trust me, I use it every day. One could argue that email story pitches to journalists are unsolicited email. But before I hit send, I make sure I have the right person at the outlet, I let them know in a short and concise way why I believe the story may be of interest, provide as many details as possible and always let them know that I will be following up with them (not asking them to get back in touch with me).

I know some of those emails are deleted before being read, are deleted after they are read or ignored altogether. That’s the nature of the business.

But I also know that strategic, thoughtful and engaging email campaigns can work. We’re happy to talk to you more about it.

Photo by Brett Jordan on Unsplash

Written by
at Jul 11, 2023

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