A site visitor was curious and pondered:
My business partner and I are selling our small company. We have a group of companies in our industry who we’d like to e-mail, announcing we are for sale. Our sell sheet is finished, but we’re not sure what to write in the actual e-mail message (cover letter). Obviously we want to keep it short – but how should we start?
You have to be very careful that you are not labeled as a spammer or that you end up getting blocked. Because you “have a group of companies” doesn’t mean that group will be open to or interested in your pitch. I would recommend sending a very brief inquiry to the appropriate person asking if they are interested in additional information first.
If you get a positive response, your “sell sheet” should be in PDF. Since you are sending attachments, I highly recommend when you ask about their interest, that you also ask when would be the best time to send your information along and follow through so they can make sure your attachment is downloaded and keep their inbox clear.
Start your e-mail by addressing each individual directly, in other words no mass mailing here. This is much more personal than a mass e-mail blast and worth the extra time/effort to add credibility to your organization.
Thinking of….”Good news! Expanding your business into “market type here” is now easier than ever. “Comapny Name Here” is for sale – and you can take advantage of this opportunity!”…
Be professional and try to avoid the urge be too sales pitchy — let the attachment and your numbers speak for themselves. You are selling a credible company and should approach prospective buyers with that tone. Not as though you are trying to sell the latest get rich quick scheme du jour.
You might want to review my Business E-mail Etiquette Basics for other tips.
Some More Info for You:
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I think that using a campaign program that allows for you to addressing each individual directly from your contact sheet is essential, something like Campaign Monitor or Ev Messenger.
Hey, Daniel:
Anything to give your e-mail that personal touch stands out from all the mass mails everyone receives. While campaign programs like you mention are a good tool, users need to know how to use them properly and to their full advantage. I receive several *personalized* e-mails every day where the greeting field is messed-up, unnatural, or displays a partial code snippet due to the user not knowing what they are doing.
That is why it is key to always send a copy of any mailing to yourself first as a test to make sure everything is A.O.K..