How do I write an email compelling to senior management?
I am working on an email campaign that will go out to top level management at various companies. How do I structure an email that is compelling? What is a good format to catch one's attention? I am not writing emails for selling purposes, but for an introduction and to get some valuable feedback on their experience.
Check out "Pitch Anything" by Oren Klaff absolutely spot on. Basically that email needs to be very short., like 2-3 sentences max and no attachments. CEO's are busy. The email is designed to get a call.
I think there is plenty of information on the web that you can find on how to write a compelling email to senior management. Go to your local Barnes and Noble store and see what books are available - might be worth the investment.
Have your content in the form of numbered bullets points which could be in bold format with brief ( one or two sentences ) elaboration of each point. Sequence them from the most compelling to the least and while framing the document try to think of how you would react if you got such a mail coming to you unsolicited. This will help you draft the mail keeping the needs of the reader in mind.
You also need an interesting subject line so as to get your mail some attention.
Finally, if you want them to respond to you , the process of doing so should be quick and easy. If possible, let them choose from multiple options with a mouse click, and if typed responses are required then try to address the WIIFM ( What's in it for me ? ) from the respondents viewpoint in your note.
Send it out to at least 40% more potential respondents than you need, so that even if a few dont respond, you still have more than enough responses.
Best of luck !
From my point of view.
1. Write a compelling subject line, it will increases the open rate.
2. Write crisp mail instead of writing story.
3. Write simple email instead of using jargon's.
4. Talk about the benefits.
5. Instead of sending mass mail write individual email with their name and greet and thank them.
The above points worked for me. Hope it will help for you too.
Ask them what their most critical need is no matter how small from their view of working with vendors...AS Simon, and Garfunkle sing in the song Sounds of Silence
"people talking with out speaking...People hearing without listening" I would think something along these lines ideas might help...I know when I promised to work on something that was particularly irritating no matter how small it helped
One will never know for sure what or which is compelling except that it will always be intrusive in nature, it would be best if you understand a market's behavior or do a profiling before sending a reach out email. That way it'll be more personal and spontaneous.
Jtn - some thoughts from a veteran workplace communication practitioner:
* Personalize each note - indicate why you want input from that CEO at that company.
* Keep it short, clear and focused.
* Do your homework first - don't ask questions you could have easily found answers to with some google or their website searching.
* Ask several very specific questions - don't ask them how the got started or what advice they give to people.
* Don't expect to talk to them - way too busy to spend time on a stranger with no perceived payback.
Best wishes for success, but don't be surprise when you get a very low response rate. If you were the CEO - would you respond to you?
Regards ...Phil Stella, Effective Training & Communication, Inc.
Everyone has good suggestions.
For me personally, I get flooded with emails and most are robots/automated replies and they are not real people on the other end
This gets annoying after awhile. I would leave a phone message or written letter so they know to expect it. This way the person just does not hit the delete button.
I would suggest doing some snooping to get some personal info on the manager with whom you are corresponding and include this tidbit of knowledge in the opening to attract their attention. Nothing says "read me" like a slice of your life. Then, you can segue into your purpose for writing.
i agree with Chris Lambrecht. A great point wisely stated.
I completely ignore emails that I don't know who from, or have no relevance to me or my business.
I feel that Targeted email campaigns only work if they know you and/or know your company.
Your trying to sell something, whether it's a survey or a product. If you want someone to do something, there has to be a reason to give up their time to do it.
I would suggest creating a target list of companies and names, call them and explain what you are doing and get them to agree to allow the survey to be sent to them.
You won't get they results you are looking for without cold calling first.
Email is a very ineffective means of contacting top management unless you know them well and you have a history of them reading your emails. So, don't waste your time. Pick ten prospects, and mail them something that they or their secretary is sure to open. Then call them to ask permission to send them something through the mail or email, their preference, of informational value for their business. This has worked effectively for my clients multiple times in various industries.
It always depends on the NEED of an organization and of C- level employee. It's just matter of how you pitched the business into their mind.
Structure matters. Knowing your goal and being able to communicate it to senior managers quickly/concisely is critical. I want to know that you know what you are talking about.
Use spellcheck and then review it again. It's amazing how many emails come through my inbox that are not proofread.
What is the goal of the campaign? ONLY information that I can provide via email response or do you also need/want a F2F conversation? Be clear
What type of experiential information are you looking for and how do you intend to use the information I provide? NDAs matter.
Execs will watch a video. But, you only have about 5 seconds to get their attention. You ARE selling a survey (they need to spend on).
As a CEO, I would read an email that
- has a clear subject line
- is personalised to my need and short
- specific on what benefit i will receive from your offering? Expected response?
Structure usually varies depending on what you are promoting for eg:
- As an editor I would look for a compelling story idea
- As a business owner I may look for sharp benefit statements
Hope this helps
A compelling subject line is the first hurdle, so try to make it sound worth their while to open.
Flattery is a good tactic, but I would explain pretty swiftly what you want from them, why you've chosen them and how much time of theirs it will take. It makes a big difference being asked to fill out a survey without knowing how big it is to being asked to fill out a survey that involves 5 quick questions. If the feedback you're after can be pre-written answers so they just have to tick the box that applies to them that would be even better. You can always include a blank field if they want to add more.
Always follow up, not only is it polite, but it validates the time they took to help you.
Lastly, eye-catching imagery can be very powerful. I'd take time to choose imagery you think is interesting and will draw in your audience.
know who'se on your mail list. Know what they want/need on a personal level. Get inside their head in first pararagraph, then ask for their preciouis time.
Do they enjoiy being respected? For what? Try a coupel of phone interview to try to psycho-profile them. If you can't craft an 8-word intro that compels, forgeddaboutit
First of all, you need to speak their language in order for your choosen audience to be able to engage with you. I suggest you read magazines in that sector to get a feel for their lingo if your not already familiar with it. You might also participate in forums to have memebr critique your work.
Senior leaders have low attention span and they are crunched for time.
Quality of the content and clutter free communication are the given things.
1. Articulate a sharp subject title
2. Get to the point quickly
3. Use a creative yet classic email template- different CEO's would have different preferences- better to play safe by sticking to elegant style
4. If you can create a link to your mail which captures feedback through few clicks and some space box for qualitative feedback, it would be show your concern for their time
5. Create an auto-reply mechanism thanking once the feedback is exchanged; reiterate your support and continued service commitment
Trust this helps!
I suggest getting the book The Ultimate Sales Letter by Dan Kennedy.