Marketing

How to craft a personalised email to make sure your pitch attracts attention

Martin Kovacs /

Amid the deluge of emails that typically arrive in inboxes on a daily basis, recipients may become inclined to consigning emails as read with barely a glance, which means it’s important to both attract attention and maintain it when you sent out email communications.

Writing for Entrepreneur, InsightSquared chief marketing officer Joe Chernov outlines the qualities of a well-tailored sales pitch email, writing that when he received a “perfect” pitch email he sought to offer the sales development representative who sent it a job.

Chernov says that he typically receives formulaic pitches in response to his LinkedIn posts and blog articles, and these messages all adhere“to a similar structure”.

“Although I applaud the attempt at personalised outreach, the formulaic structure and horoscope-specific observations leave me feeling like this is all just less-scalable spam,” he writes.

“So, I instantly archive. That is until a sales development rep who we’ll call ‘Ted’ wrote a few weeks back.”

Chernov says that Ted referred to a previous blog article he had written. However, rather than responding within hours of the article going live, his pitch arrived months later, suggesting he had come across the article during the course of his research.

“No sales software alerted him to my article’s sudden appearance,” Chernov writes. “He found it using good ol’ fashioned search bars. Points for effort.”

Of the pitch itself, Chernov says that Ted “didn’t shoehorn his product into the topic of my post like his counterparts”, but rather “adapted his typical pitch”.

Addressing a specific claim Chernov had made in the post, Ted then made “a credible product tie-in”.

Chernov says that he subsequently tried to hire Ted, and while he wasn’t successful, has “vowed to persist in recruiting him”.

“Ted, as it turned out, joined his current employer because it encouraged him to prospect in this thoughtful manner, after being urged to spam aggressively in his previous job,” he writes.

“He’d even spammed us in the past. Only six months into his role, he admirably decided to stay put.”

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Martin Kovacs

Martin Kovacs is a journalist with experience covering the IT, consumer electronics, retail, finance and energy sectors.

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