One thing that people who write sales letters for a living will
tell you right up front--the letter is a very personal way to
communicate. Even the cold sales letter from a stranger that
arrives un-asked-for in your mail communicates in a way
that's more personal that TV commercials or newspaper ads.
Always remember that e-mail is really just an electronically
delivered letter. Try to make your e-mail speak directly to the
reader in a personal way.
When e-mail becomes impersonal, it loses much of its effectiveness.
I appreciate the information I get from a document sent down
by an autoresponder. How much MORE I appreciate that information if
the writer includes a short personal note at the beginning.
How can the busy Internet entrepreneur handle the massive crush
of daily e-mail and still give personal replies? Most start-ups don't
have that much e-mail to begin with, so making e-mail "hand sent"
can be a good way to build relationships with customers and
prospects. Later, when the volume of e-mail increases, you can
answer many requests with a form letter topped off with a few
personalizing words at the beginning or end.
After all, e-mail is a terrific way to bring people together.
Keep that personal touch for maximum results.
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