It’s as if 99% of the marketing emails I receive follow these instructions.
- Start with hello, but don’t worry about adding the recipient’s name
- If pushed for time, don’t worry about the hello either
- Mention that you’ve been reading the recipient’s website, and that you think it’s great
- Don’t mention the site by name, thus allowing the same email to be used extensively
- Talk about how interested the recipient’s readers will be in your product/service
- Offer a token gesture, such as a limited-period product trial, in return for a review
- Reiterate how brilliant your product is
Here’s the format of the 1% I actually pay attention to.
- Read recipient’s website, possibly join-in the chat on a relevant comment thread
- Address the recipient personally
- Provide a link to your product and briefly state how the benefits relate to the recipient
- Invite the recipient to reply if s/he is interested/has time
- Thank the recipient for reading
- Avoid the temptation to follow-up after 24 hours if no reply is received
Those few changes hugely increase the chance of me replying.
Sure, it’s a little more work, but it’s better than completely wasting your time.