here's a recent situation I encountered
that illustrates the cost of outdated contact information.
client asked me to write speeches for an upcoming event. As speechwriting
isn't my area of expertise, I decided to refer him to a professional
speechwriter I'd been in contact with 10 years earlier (which felt
like yesterday, by the way).
I pulled up her name in my Outlook database, I saw an AOL e-mail
address. It was unlikely to be current, as most business people
now use other e-mail accounts. Still, I was in a hurry, so I shot
off an e-mail to her. Of course, I never received a response, nor
did it bounce back. Luckily, when I called the next day, her phone
number was still current.
realized afterwards I could have used a search engine to find her
most recent contact information. That's a lot of work for what was
supposed to be an on-the-fly referral.
made me wonder how many people have lost track of me during my many
moves over the years.
why I was intrigued to learn about LetterMark
e-mail. The company offers branded e-mail templates that are instantly
updatable. The beauty of it is even old LetterMark-branded e-mail
messages your recipients have are changed as well. So when a prospect
you contact in 2005 retrieves your message from an e-mail folder
in 2010, he'll have your most current contact information. Your
e-mail stationery can also have a Web site template that links to
your actual site.
idea is to brand outgoing e-mail with a technology like LetterMark's
to always be prepared for the next move.
what EdgeSource, a hi-tech staffing company in North Carolina did.
It'd been using LetterMark for three months prior to a complete
identity change that included name, logo, Web site, and office location.
midnight the day before the change was scheduled to take place,
the EdgeSource templates were updated at LetterMark's data center
with the company's new name and identity, HireNetworks. At that
point, all 12,000 e-mail messages it had sent in the prior three
months were updated with the new brand identity through the dynamic
to Craig Stone, HireNetworks
CEO, the republishing feature is vital to his firm's success. "A
job candidate may keep a recruiter's card around for years. It isn't
until they are looking for a job again that they will call the recruiter.
At that point, the information needs to be completely up to date
and accurate, or the call may go to a competitive recruiter."
isn't just about sales. Law firms are finding that since so much
legal correspondence now occurs via e-mail, e-mail templates with
comprehensive contact information is imperative. In fact, it's required
under most rules of the bar.
Lawson, marketing director of the Virginia law firm Sands
Anderson Marks & Miller, says because many legal cases are
so lengthy, it's critical to be able to constantly update archived
correspondence with new contact information as new lawyers, paralegals,
and other administrative personnel are assigned to a case.
added that because the firm's LetterMark templates also include
graphics and links to the firm's Web site, hits to the site have
increased as recipients click on links to lawyers' biographies and
driving directions to the firm's locations.
creating an e-mail paper trail so your prospects can locate you
years in the future, and link your e-mail to your Web site to keep
everyone updated on your capabilities right now.
is an award-winning creative director and copywriter. She is challenged
almost daily to come up with innovative new e-mail approaches for
her clients. She has a particular knack for conference promotions,
having produced rocketing registration numbers for The American
Stock Exchange, BusinessWeek, The Economist, FORTUNE, Gartner, and
Trilogy Software. Karen's Web site is karengedney.com. She lives
in tree-lined Park Slope, Brooklyn, with her husband and two very
active young boys.