Need Capital?  Best Monitor Email Analytics.

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Mail-black-smallestWhen is the last time you blocked off two hours of your day to monitor the analytics of an email campaign the moment you pressed send?  Good chance – never. 

 

You should start doing this for the following five reasons:

 

1. If you see someone engaging in the information you sent them, you are top of mind.  If you immediately reach out, there is a good chance they will know who you are, and there is greater likelihood you will start a dialogue.

2. The people you think are paying attention to you aren’t, and the people you don’t think are paying attention to you are.  Knowing this is hugely valuable.

3. A lot of times there is a really big fish nibbling on your line.  If you respond quickly, there is a much better chance you will engage.  

4. It is unlikely that a high level capital allocator will every “respond;” however, they tend to pull down information related to the decision they are set to make in advance of making it.  You want to know this.

5. There is so much information out there that within a few hours of acknowledging that you might have said something smart, they will forget it was you.  Best to connect when they think you are smart.

 

Important people that read this will acknowledge the point, and perhaps make a note to tell one of their junior staff to start doing this.  Stop! Focus! This is a really important point.

 

If you are important and you personally respond to someone else that is important, good chance you will start a conversation.  

 

Most people looking to raise capital indicate that things typically progress a lot further once they start talking to a capital allocator.  Getting someone important to immediately follow up with a personalized email to a capital allocator the second that allocator engages in your information is one of the best ways to accomplish this.  (Small hint:  You can make it look like the important person sent the email, without that person having sent the email.)

 

Finally, everyone needs to get over their fear of freaking people out by responding too quickly.  The benefits outweigh the risks every time, and, being honest, it is the new normal.

 

By Kyle Dunn

 

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