24E-Mail and Direct Messaging

Your e-mail inbox is a bit like a Las Vegas roulette machine. You know, you just check it and check it, and every once in a while there’s some juicy little tidbit of reward, like the three quarters that pop down on a one-armed bandit. And that keeps you coming back for more.

—Douglas Rushkoff, writer

E-mail and social media direct messaging are powerful parts of a balanced prospecting approach. Most of your prospects will have an e-mail account and almost all of them will have a social media in-box that allows you to send a direct message.

Facebook Messenger, Instagram, Twitter, LinkedIn, WhatsApp, and Snapchat are often used as proxies, supplements, or complete replacements for traditional e-mail. The benefit of the social media channel and direct messaging (DM) apps is that you may send mail to prospects even if you don’t know their e-mail address (though in most cases you need to be connected with them first).

The downside of direct messages and e-mail, in all forms, is that if you irritate your prospect by sending them spam-laden crap, they’ll block you, spam you, or unfriend you in a heartbeat. E-mail done wrong wastes your time, makes you look unprofessional, and exasperates prospects.

When leveraged intelligently, though, e-mail and direct messages engage and open conversations with prospects. E-mail done right is a powerful prospecting methodology that will reward you with a consistent stream of qualified prospects.

In this chapter ...

Get Fanatical Military Recruiting now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.