Welcome to my blogging duel with TEAM UK’s Matthew Parker over at Profitable Print Relationships.
Matthew and I haven’t always seen eye to eye when it comes to Print Buying. He comes from the UK procurement world, and I come from the USA agency world. We used to argue about process, but over the years it has turned into a mutual respect. However, that doesn’t mean we now agree, or see things the same way! As a matter of fact, most of the time we don’t. So we decided to turn that into Print Buying: #UKvUSA and share information about our experiences from both sides of the pond!
At the end of my post is a link to Matthew’s post on the same subject. We don’t know each other’s response before writing our own. Maybe we will agree, maybe we wont, maybe we don’t even see the question in the same way – who knows… that’s the fun part! We have also set a 500 words or less format to keep things moving along.
Please do leave comments and if you happen to support one side over the other let us know on either blog! I am proudly representing TEAM USA, and we are using #UKvUSA on Twitter. LET THE DUEL COMMENCE!
#UKvUSA Why Buyers Will Never Read Your Emails
Dear Buyer,
Hi. Buy my stuff. I have better stuff, at a better price. I am also better at getting better stuff to you faster. Yes, my better stuff is the most betterest!
Sincerely,
A Better Service Provider
HOW I WISH THAT WAS REALLY AN OVERBLOWN EXAGGERATION of 90% of all emails I receive from service providers. But if you take out all the marketing fluff, and any specifics to actual goods and services, that is the message I see… and notice I didn’t say read.
There is a lot to say on this subject and I only have 500 words so I am going to bullet point through some of this, starting here…
I am more likely to read your email if I know who you are! Just because we have connected on LinkedIn doesn’t mean I have opted in to your email list.
- If you have EVER sent me an email that was completely irrelevant to my world, even if the one you are sending now IS relevant, once I see your name, you’re deleted. It’s not my JOB to segment your emails, and I have too many as it is.
- Tricks are for kids! Starting off subjects with RE:, or having an unrelated subject line might fool me once, but the joke is really on you after I banish you to my SPAM folder.
I honestly don’t think emails are the best way to “cold call” buyers. There is a RARE moment here and there when your email may coincide with an immediate need I may not have a resource for – but is it worth it to potentially end up in the trash unopened because the other 20 you sent during the year were completely irrelevant? Isn’t it better to have a relationship with me first?
In regards to that, emails are a great way of communicating, sharing information, and breaking the ice. Here are 3 ideas that may help your inbox efforts:
- Make your email print worthy! Best example ever… hands down!
- Follow industry news/awards. Send an email to a buyer congratulating them. DON’T ADD ANYTHING ABOUT WHAT YOU DO! Open a dialogue based on mutual respect. Share a story about a similar project you worked in. Leave it alone and let it marinate. They will remember you!
- Gather up some intel from your clients and send out an email with OPEN POSITIONS in your marketplace. Include a small blurb about your dedication to helping the community stay employed, and printing. Moving forward include some local print news in all emails – promotions, job changes, new babies, new pets, new clients – etc… Buyers will want to read them!
There is so much competition for a buyer’s attention you really need to think outside of “the email” to get noticed, and read. Step away from the offers and discounts, and send something no one is expecting. What do you have to lose?
