|7 Ways Email Can End Your
Business Relationships Before They Start
by Dina Giolitto
Too often, people forget they're anonymous in the
internet world. Your friends and colleagues might
know you as being a tireless worker, a great friend
and loving parent, but I don't know that. To me,
you're just a font. You're a font in an email, or
in a forum post. If you give me access to your website,
then you're whatever impression the website creates.
But largely, you're anonymous. So if you want to
establish trust in your internet business dealings,
make it your goal to paint a professional image
I'm a copywriter, so I'm constantly combing the
web for possible clients and cohorts. Recently I've
encountered some internet personalities who have
left me scratching my head in puzzlement. Might
we have had a fruitful business relationship? I'll
never know, because within days of crossing paths,
they managed to display one of the "Scary Seven"
- that is, the seven quickest ways to scare people
away by email. Let's review them now.
Scare Tactic 1. Send an email from a cryptic address.
There's nothing that says 'unprofessional' like
an email inquiry from "Binky24" or "Shanaynay_7".
Email addresses like this strike me as being one
of two things: 1. someone young and foolish, or
2. a spammer. I understand if you don't have a website
up and running yet; after all, as a writer, many
people contact me to help them get their businesses
started. But at the very least, reveal your first
and last name. Provide contact information, and
a brief background. If no one knows who you are,
it's not likely they'll do business with you.
Scare Tactic 2. Send an email that contains virtually
no information. Yesterday I responded to a post
on Craigslist that requested an editor. In my email,
I gave my name, contact info, a little background
information and directed the potential client to
my website. I asked a few questions about their
needs. In response, I got one line, and a very uninformative
one at that. Do you see why I don't plan to contact
this person again?
Scare Tactic 3. Send too many emails! Want to make
people think you have absolutely zero going on?
Then send someone a barrage of email after having
just met. I recently got an onslaught of emails
from a potential client - NINE in total, over the
course of a day. YIKES! This is a busy world. People
don't have time to pore through your information.
Organize your thoughts, and send in ONE email- maybe
Scare Tactic 4. Send emails of a personal nature.
Never, EVER send email jokes or personal anecdotes
to someone you plan on doing business with over
the internet. I don't care how promising the initial
phone conversation was or how "friendly"
they seem. This behavior screams unprofessional,
and can even be a bit disturbing. Many marketers
swap information, and this is fine. But it should
be done in moderation. There's a fine line between
helpful information exchange and email harassment.
Don't cross it.
Scare Tactic 5. Send out a group email, and forget
to blind copy. I recently signed on to work for
a company that contracts out writers. I liked the
spirit in which business was being conducted and
the site owner's honest approach. But there is such
a thing as too much honesty. The first project came
through via email - and I could see the name of
EVERY writer who was competing with me for work!
Not only does this have trouble written all over
it, but no one wants their email address shared.
Implement one, and assure people their information
is safe with your company.
Scare Tactic 6. Send an email that you haven't proofread.
We're all in a hurry, it's true. But haste makes
waste! If you request information on "barbecue
girls," you might just get some unexpected
feedback! Double-checking your message can ensure
that the recipient can respond properly. Ultimately,
you'll get an answer to the question you asked -
and not one you didn't.
Scare Tactic 7. Send an email that's either too
enthusiastic, or too austere. People are people
- and I've encountered personalities from both ends
of the spectrum. Those who are "SO EXCITED
to make your acquaintance that they CAN'T STOP SHOUTING!!!!!!"
and those who apparently are so wrapped up in themselves
that they can't spare a courteous hello. My advice:
take the middle ground. Keep it friendly yet professional,
and don't go to extremes in your correspondence.
Don't want to frighten people away with your email?
Then avoid the "Scary Seven!" Above all,
discuss the who, what, when, where, how and why
of your message, and be sure to include any information
that will help your future colleague get to know
you better - a website link, some articles you've
written, your resume, etc. Don't be overly pushy
on email, and avoid over- or under-communicating.
In time, you'll get the feel for the type of emails
people respond to. And once that happens, you're
on your way to cultivating fruitful internet business
Copyright 2023 Dina Giolitto. All rights reserved.
About The Author
Dina Giolitto is a New-Jersey based Copywriting
Consultant with nine years' industry experience.
Her current focus is web content and web marketing
for a multitude of products and services although
the bulk of her experience lies in retail for big-name
companies like Toys"R"Us. Visit http://www.wordfeeder.com
for rates and samples.