Generic & Bulk Emails Won't Get You Work

I receive multiple emails every day from someone who wants to do work for me and my company. The individual sending the email, which is usually an email blast, does not address me by name, doesn’t know my company name, nor what my company does for other organizations as a consultant. It’s a real turn off because it’s so easy to research and learn about my company. Most of these emails land, rightly so, in my spam folder.

Here's why I believe that bulk, generic emails don’t work when you are trying to get work from my company and for that matter, any company:

1. Lack of Personalization

No Connection: Generic emails fail to establish a personal connection with the recipient. Decision-makers will engage with someone who has taken the time to understand their business, their needs, and their challenges.
Low Engagement: Without personalized content, emails blend into the background noise of an inbox, making them easy to ignore and delete.

2. Spam Filters

Risk of Being Marked as Spam: Bulk emails, especially those that are generic, many times are flagged by spam filters. Even if they reach an inbox, they can be perceived as spam, further decreasing the chances of engagement.

3. Poor Targeting

Irrelevant Audience: Bulk emails target a broad audience, many of whom may not be relevant to the services you are offering. This shotgun approach wastes time and resources on people who aren’t potential clients.
Wrong Message: Generic emails lack the nuance required to address specific needs and challenges that a potential client might have. A targeted, tailored message is more likely to resonate.

4. Lack of Professionalism

Perceived as Low Effort: Sending out generic emails gives the impression that you are not serious about the work and that you lack the attention to detail necessary for a contract. Potential clients assume that your approach to their work would be equally generic.
Damaged Reputation: Consistently sending bulk generic emails can harm your reputation and you may be seen as unprofessional and out of touch.

5. Low Conversion Rates

Less Effective Communication: Without addressing specific needs, pain points, and solutions, generic emails fail to communicate the value of your services. As a result, they have lower conversion rates.
Wasted Opportunities: Every email is an opportunity to make a meaningful connection. A generic approach misses the chance to start a conversation that could lead to a contract.

6. Over-Saturation

Inbox Clutter: Like me, many people receive countless generic emails daily. Standing out requires something different - something that a generic message cannot provide. Personalized, thoughtful communication is more likely to capture attention.

7. Lack of Follow-Up

No Strategy: Bulk emails often lack a strategic follow-up process. A personalized outreach plan includes multiple touchpoints, each adding value and building a relationship, which is crucial for securing contracts.

To get contract work, it's essential to focus on personalized, targeted, and thoughtful communication. Understanding the recipient's business, addressing their specific needs, and offering tailored solutions will always be more effective than a generic, one-size-fits-all approach.