In today’s world, emails are the number one method of communication among business professionals and their contacts. The email touch within Refer.com is no exception. Being such a popular way of connecting, it’s only fair that we take some time to review best practices and ensure that you are making the most out of your email connections.
The purpose of the email touch is to stay top of mind with your key contacts and to deepen your relationship with them. It’s a chance to send them something that is valuable or special to them. At Refer.com, our philosophy is highly centered on the idea of giving. This is very different than marketing emails, and making this distinction is important.
While email marketing campaigns have their place, a different approach is needed to develop trusted relationships with your key contacts. These emails are supposed to be about the recipient. Shifting the focus of your emails to be about the recipient and their interests is an effective tactic in building strong rapport.
Purpose of the Value Item
A great way to show that you care about your contacts is by sending Value Item Emails. A Value Item is a link to an article and/or video that you feel your contact would be interested in. Articles like these work to build and deepen your relationships with contacts, and it’s an easy way to keep your name in front of these important people without always talking business.
When you share the same interests as your contact, take note and use that interest to your advantage. If you and your contact have a mutual interest in golf, or wine, for example, that’s a golden opportunity to build a relationship outside of business. And when your contacts know, like, and trust you on a personal level, they will be much more inclined to refer you.
Key Points for Sending Emails:
- Avoid the use of the pronoun “I”… make it about them.
- Keep it brief and sincere
- Attach a Value Item that relates to your contacts’ interests
- Make it clear that the article was selected specifically for them
- Include language like, “Saw this article and you came to mind…” or, “Thought you would enjoy this read…”
- Be natural and genuine
- Don’t ask for a response, it’s simply a gift from you to them