The Power of Email Communication – How to Win People

For a marketing professional, I am rather quiet and reserved, though I am aware that I need to be bit more outgoing to nudge ahead of my career. So for the past few days, I have been reading a few self-development books and one of the first ones I picked was the much celebrated self-help classic by Dale Carnegie, “How to Win Friends and Influence People“. Although I believe that soft skills are often intrinsic, this book certainly has the right ingredients to change your approach towards people. Not that I have been conscious of how I have interacted with people, but it certainly is an interesting read. What makes it interesting is that I relate to the book more often now, particularly when people around me approach others.

A couple of days back, I got an email from an individual selling a affiliate services. Though I was least interested in pursuing it further, the email was so compelling that I decided to respond with a polite refusal. A couple of days later I got a reply pushing the service further without being imposing. The first section of Carnegie’s book which speaks about “Fundamental Techniques of Handling People” encourages readers to use a similar language which is sure to win people. In Carnegie’s terms it is important to “arouse in people an eager want”. Had it not been for our previous experience with companies offering similar services with a slightly different marketing language, his emails are extremely convincing.

Here’s our correspondence:

I hope that you don’t mind me emailing out of the blue – I have just ordered my second bunch of flowers from Arena, I love the quality of the products, and thus I sought out your contact details to see if my company could help you grow online sales even further.

I’m sure that you’re using an affiliate network at present, but my company “XXXX” is the “XXXX XXXX XXXX” and we have been winning many clients from the UK over the past 2 years.  I would love to have a quick conversation with you when you have 5 minutes to highlight a couple of differences that we can make, and also our experience in the flower sector.

Best number is always my mobile and I’ll look forward to hearing from you Adarsh.

For which I had replied that it isn’t feasible for us to join another network as it adds little value in terms of incremental sales. And I got another reply highlighting how the network could improve our sales. Also, there’s a catch. He wants us to consolidate our services with other companies to his company, which means that we have to terminate our existing contracts with the networks we already participate in.

Thanks for your reply, and I am indeed not surprised to hear that your additional networks have not provided an incremental increase in sales to warrant the additional resource.

This unfortunately is standard across affiliate networks in the UK market, and something that our clients experience before joining “XXXX”

We work very differently for our clients and being the XXXX XXXX XXXX XXXX XXXX XXXX, our experience in the online florist sector I believe will interest you.  Perhaps though only if you were willing to consider consolidating your other two networks into “XXX”, I could showcase the strategy to provide the missing incremental increase in sales.

Is there a number that I can reach you on Adarsh, or a meeting that we can schedule for next week with your colleagues and co-decision makers to propose a solution?  I can only reiterate that I am a firm believer in the Arena service and see a clear opportunity to help you grow sales further.

On a personal note, the email is certainly baiting the recipient and I find it to be an incredible example for email marketing. It certainly livens Carnegie’s fundamental principles.