By Sarah Miller
How do you know if your emails are being ignored? In most cases, you don't because the only way to tell if they are not ignoring the email is if someone responds to your email. When I really want to know, I send a CorpNote eCard so I can see if they picked it up. If they didn't, one of two things may have happened:
1. it got trapped in SPAM
2. they saw my email but they were not motivated to click through and view my eCard.
So how do I ensure my emails are not getting ignored?
I never send an email to someone I don't know unless they have requested to get something from me or someone has referred me to contact them. They will then recognize me from my name, email address or an identifier that I put in the subject line.
Building your own list of contacts is invaluable. You can do this through your web site, every time you make a sale or speak to a potential customer etc. When you meet someone at an event, don't be afraid to say 'May I send you an email'. Build trust by being clear about how people can unsubscribe from your list. Contact people in a timely manner. Contact someone after you meet them or get a referral -- don't delay. Get that email to them while you are fresh in their minds. They are more likely to recognize your name or your company's name and are therefore more likely to read your email.
Touch base with people on your list at least several times a year to make sure you still have their current information and that they want to hear from you. If you get an email bounce back, pick up the phone and give them a call.
What do the people on your list want to hear about when you contact them? If you don't know, ask them. You may find that some people are very interested in certain product lines or services you offer. Send them the information they most care about.
Once the relationship has been established, your emails are almost guaranteed to be read if you are providing information they have asked for and want to receive.