In a recent discussion about a client newsletter, one person on the client side raised this objection: “Nobody wants these mass email pitches. They get so much junk already!”.
We agree, which is why we never advocate the mass cold outreach email. It’s not hard to understand why. All you need to do is think about what you do with the ones you receive. Most likely, you delete them right away or they end up in your Deleted Files folder in a matter of hours. Us too, because they come from people who don’t know us and have no frame of reference for what we might need. (To wit: No, we do not need anyone to develop an app for us!).
We all understand this in business. If you’re not doing what’s expected of you, you lose jobs, clients and eventually your professional reputation. But we think very differently about the company newsletter that is sent to people who already know you. After all, if we didn’t, you wouldn’t be receiving this one. And this leads to another objection we sometimes get: “Why send information to people who already know us?”
Of course you’ve heard us talk about this many times: You talk to the people who already know you because a) they actually have an interest in you and they’ll read/listen; and b) they’re the ones in the best position to steer you referrals and opportunities, provided you stay top-of-mind with them.
So no, we don’t advocate mass cold email outreach. But we absolutely advocate keeping your own village close and informed about what you’re up to.