Let me start by saying that I have never (knowingly) eaten Spam. I’m not sure what it is or what purpose it serves in the diet of an average person. I believe it may have some meat content but I’m not the most adventurous eater so I won’t eat something of unknown origin. My only knowledge of spam is that my inbox is full of it. All the time. It drives me crazy.
I came out of a meeting this morning to 33 new e-mails, one of which was actually something that I was expecting, the rest I’m afraid went straight in to my trash. Why? Because they simply weren’t relevant. When I mention relevance, I’m not saying something that I don’t want or need right now. I mean ever. We are a recruitment company. I therefore have no need for warehouse racking. I don’t need an engraved gravestone either. I am not having an issue logging in to an HSBC account that I don’t actually have.
So, why am I mentioning this? Not because I am ranting about people e-mailing me. I get it, it’s the way that many businesses attempt to make first contact with prospective clients. It comes back to the word relevance. If you want to get some kind of a response to your introduction e-mail then think about who you are e-mailing. When that person receives your e-mail and it is the 100th unsolicited e-mail of the day will they (a) delete it without opening it, (b) open it, read one line and then delete it, (c) understand why you are contacting them and see some value in engaging with you.
So, like this blog, keep it short, relevant and to the point. Don’t spam people with information that is not relevant or of no interest so that you can hit a KPI. Instead, send fewer, more targeted e-mails and follow them up in a professional manner. Also, remember that with GDPR looming, you can’t e-mail people to ask them if they mind you e-mailing them.
Remember, spam is apparently for lunch boxes not inboxes.
Jeremy Lennard – Managing Director – JS3 Recruitment (firstname.lastname@example.org)