Writing the perfect new business email

A recent article by Debbie Harvey, strategic marketing director at Kolab Digital, highlighted a very interesting point about creativity not being used enough, ironically, in the creative & marketing industry when making first contact with prospective new clients.

In Debbie’s article she presented an email that I, and I’m sure many other colleagues, would be proud to call their own. However here I’d like to elaborate more on not just the importance of creativity, but on the importance of getting your first approach absolutely right to be in the best position to win new clients. The first point of contact is the clincher and winning new business via email is a technique in itself.

The way I look at it, you need to make sure you’re hitting 5 key points when drafting an email to prospective clients:

Understand the brand and whom you’re talking to

It’s pointless drafting a long, beautifully crafted and hilarious email if you’re sending it to a CMO who is only interested in ROI and doesn’t have a huge amount of time in the day. Try to get a feel for whom it is you’re talking to and then showcase a good understanding of their business, i.e. do they work with agencies? What’s the tone of voice on their social channels? Remember it’s not all about you.

Be relevant

It sounds obvious but keep it simple and to the point. Making sure you structure your email in a clear and methodical way can be the difference between a Marketing Director rapidly understanding what you do, and the delete button.

Understanding how your agency can help

In this day and age, it is unlikely a decision maker will be reading your email at their desk. Tablets, phones and even watches are now used to skim emails so make sure your prospective brand can buy into you. How is it you can help? What is it you’re looking to talk about? Debbie knew her agency could improve Texas Joe’s website, how can you help your dream brand?

Having personality

Last year The Drum Network released a study that highlighted the single most important thing a Marketing Director values when appointing a new agency is whether they like them. As the saying goes, people buy people, and a healthy sprinkling of personality in any email is always welcomed. However, your personality should also try to reflect the culture and personality of your agency as much as possible, otherwise it can lead to disappointment on both sides.

Trying something new

Unfortunately it’s true that decision makers are swarmed with new business emails every single day. Tens of generic, mass-mail out: “we’ve worked with…” “our approach…” emails that don’t excite or interest. Try something new, stand out! Getting people to read from the start to the finish is the aim of the game and any way of doing that creatively will undoubtedly benefit your agency.

This October, The Future Factory will be linking up with The Drum Network to help agencies master the above five steps. Click here if you're keen to learn more.