Intro email to existing customers

[tony84]

Im going to ramble on here a little bit, but only because it may help with the answer...

I started in financial services 10 years ago for RBS, then moved to Friends Provident and then to Co-op bank (all respectable companies - although im sure others may have a different opinion of RBS). For the last 2 and a half years i have been self employed albeit under someone elses firm.

The last few months i have been working towards starting my own firm - learning from others (good and bad), getting the licenses required etc and im now there.

I have various lists of people i want to email:
- Leads i bought in but they didnt go anywhere for various reasons.
- Leads i bought in and went to see and either did or did not do anything with.
- People who have contacted me - through referrals, websites, etc etc.
- Clients i have done business with.

(Just to expand - none of these are clients of my old employer).

I want to contact them and let them know im starting my own business. I made a thread similar to this ages ago and the general consensus seemed to be that i should be proud of the fact im a start up and a small company which im comfortable with - i was swayed by others at one point.

So (after rambling on, now for the questions), there is maybe 100 people or so to contact.

My initial thoughts are to split the email up in to 2. The first being to people i have done business with, the second being people i have not done business with. Alternatives were people i have met and people i havnt met but im open to suggestions.

The next questions i have are
How do i start it?
What should i put in it?
How long/short do i keep it?
Any other thoughts?

Cheers for reading and thanks for any pointers.

 

[noo81]

Just want to make sure you are aware that the law says, it is illegal to send emails to individuals who have not given permission to receive them, except where there is evidence of a customer relationship. Have you got a website set up? It's a good idea to have a subscription/sign up form on your webpage, to build a contact list. As far as your email, it should be informative but to the point, they need to know what you do, what you can offer them. Don't forget to add your contact details (you'd be surprised who forget), business address, email, telephone number. If you have a website add a link to it. Good luck.

 

[ethical PR]

Tony I would suggest putting together a spreadsheet to identify who you know and how.

You can then tailor the approach taking into account the value they might have for your business, how you know them and your relationship.

Clients you might want to meet for a coffee. People who have proactively contacted you might need a personalised approach and leads a newsletter/email/other electronic communications for example.

Would also be worth looking at a launch plan to think about how you promote your business to your target market.

Good luck.

 

[tony84]

On the legal side, im aware of my responsibilities. Everyone on that list has agreed to be contacted by me but thanks for the heads up.

Im happy to tailor emails to certain people, especially existing customers. But i think writing 100 or so tailored emails would be extremely time consuming - even if its really only the opening paragraph.

But assuming a paragraph just goes into how i have their details/how i know them etc. What else should be in there.

Are there any suggestions on an opening line/paragraph?
I was thinking of saying something along the lines of:

(Paragraph 1)After many years working for others gaining experience and knowledge along the way, im excited to announce that i have now launched my own company (Company name here - which im leaving out so im not competing with myself in search engines).

(2) Possibly the next paragraph explaining where i met them/did business together.

(3) Next explaining what i do.

(4) Why we are different.

(5) Get in touch

(6) Unsubscribe.

But then i think that might be too long.

Any thoughts/suggestions?

Im really not great at things like this so any pointers are really appreciated.

 

[tony84]

Hi,

Ive not really had much chance to work on this through one thing or another. Ive had a bash at this to see if i can get any feedback on it first.

Thanks...

Hi NAME

I want to update you with some changes that have happened since we last spoke.
I am delighted to tell you that i have now opened up my own business COMPANY NAME. This is something i have been working towards for a few years and am now there.

As you know i am able to offer Mortgage Advice, but on top of that i am able to help with Secured Loans, Life Insurance, Buildings & Contents Insurance, Unemployment cover and so much more, please take a look at my website for more information.

As a thank you for supporting me in my first few years as an advisor i am offering you £50 in vouchers for the Trafford Centre or a tablet computer, all you have to do is refer me over to someone you know for Mortgage Advice. I will pay all gifts within 7 days of the Mortgage completing. There is still plenty of time to get paid these vouchers in time for Christmas or the January sales.

If you have any questions please get in touch.

 

[Blixen]

Have you ever thought of sending number of small emails to your clients instead of the one which is going to be really huge? Do you believe people will bother reading loooong emails? I think no? Just plan and schedule them using tool like tickletrain and send your one email in small parts.
That is realted to email marketing I think but that is something what can really help you.

 

[tony84]

I will be changing the "last spoke" bit to "arranged your mortgage in MONTH" or "Month last year" for example.

Some of these people are people i have not done anything for. The ones i have i will personalise as above.

Is 3 paragraphs classed as a long email?

 

[businessfunding]

Hi Tony

Conventional wisdom says it's all about them, not about you, so I would avoid starting with 'I'

(Allegedly 'did you know' is the most impactful opening statement)

Also, avoid selling everything at once - sell one thing well and give them a reference point (website) backed by escalating process (newsletter)

100 is not a huge number - how about a small personalised comment in each letter?

 

[tony84]

Some of them i didnt get any further with than a telephone conversation - so im a little bit limited on what i can say to them.

There are some who i got on with quite well and would potentially look to say how are the kids/family etc etc. But those are in the minority.

 

[fisicx]

How long ago did your contact these people? Will they still be in the market for your services?

The email seems too chatty for me, it takes forever to get to the point. I'd have trashed it before even getting to the end of the first paragraph.

You aren't updating me, you are touting for business. So recall what you spoke about on the phone and put that in the message - personalise each one. Even better, pick up the phone and talk to them.

 

[Murray Cowell]

I think that splitting is a good idea because they need a different approach. Try to be friendly and very clear about what your new business. State the facts and name your products, throw some prices in there and that's it. Have a user friendly design and make it look like a newsletter, include some pictures, but make sure it's not too long.

<removed sales pitch>

All the best!

 

[fisicx]

Have a user friendly design and make it look like a newsletter, include some pictures

Nooooo!

Do that and half the recipients will just get plain text. No images and no fancy formatting. Keep it plain and simnple.

 

[Homer J Simpson]

Telling them you've recently set up a new businesses might put them off. Why not make it more of a 'quick update' email giving them your new contact details (business name!) and a reminder about what services you offer, or better yet the new services you offer!

 

[beasty]

I would like to advise as leaving x to set up independently in x weeks, please make contact to conclude any business by x date.

I am remaining in the business and who knows, might possibly assist you again in the future.

Beyond x date please direct your enquiries to x

Thank you etc

Anyone that wants to keep in touch surely will get it