When was the last time you responded to a thoughtless and unsolicited message on Instagram? So why would it be different on LinkedIn or your inbox? Before you hit send on an in-mail think about making it personal. Switching out the name is not enough, make it relatable to the person, outline what’s in it for them and why are you right for them. Keep it as natural, conversational and human as possible. Short, sweet and to the point.
Personalised emails receive 6x higher transaction rates yet 70% of brands fail to personalise, according to research from Experian. Meanwhile Econsultancy revealed that 74% of marketeers say personalisation increases customer engagement. Through our own proprietary research at Wunderman Thomson we found that 2 in 3 people stopped using a brand specifically because of poor communication.
Pay attention to what time and day you are getting in touch. No one wants to work weekends or find their inbox full on a Monday. Hubspot see the highest click to open rates happening on a Tuesday at 10am, with a 21% CTR, followed with a spike at 1pm and 6pm. And don’t spam; if people don’t reply, sending five more emails isn’t going to help. Find new avenues or give it some time. And let’s not forget this trusty piece of tech called the phone. Emails are great for engaging with people on their own terms but once you have a relationship think about picking up the phone or attending the same events together to get to know people outside of the laptop.
Personalising your approach is also more likely to get you noticed in the dating world. In a 2021 Cosmopolitan article titled “How to slide into DMs”, a dating expert advises: “Definitely avoid simply saying "hey" in a first message. This is almost equivalent to saying nothing and has a high chance of being completely ignored.”