Crafting Emails to Potential Sponsors Which Get Replies By Daniel Mendelson | Bizzaboo.com
Don't expect to secure a deal just by writing an email alone. You're starting a conversation, not signing a deal.
So, as you write, keep in mind the end goal: beginning a conversation and ultimately scheduling a meeting to discuss the sponsorship opportunity. The email should focus on value, be an articulation of shared objectives and audiences, and have a tone and language which elicits feelings of partnership.
It’s critical for constructing the most effective cold email to potential sponsors. First, find out everything you can about the sponsor’s company. Focus on values and marketing objectives. Then, think about how your event can further these values or objectives.
Value can range from ROI via sales to brand awareness among a target audience. In the email, you should emphasize these particular objectives and the specific ways you intend to provide this value.
For example, you could include in your email a sentence like:
Considering the launch of your sustainability initiative this past month, it would be great to talk with you about how to expand this initiative by partnering with our sustainably designed networking event.
You could also identify ways to present a sponsor’s logos at your event so that it relates to their objectives or values. Remember to keep ideas specific and relevant.
Now, research the specific person you’re contacting. You’d be surprised how much you can find just by Google-ing the person or looking at their social media profiles.
Keep an eye out for personality. Once you identify the personality of the person you’re contacting, you can change the tone of the email accordingly. This ability to match tone with personality will maximize the chances of your email being replied to.
Email Dos & Don'ts
The tone of your introductory email can make or break your event sponsorship opportunity. Always keep in mind that you are seeking a partnership rather than simply a sponsor to give your event money in exchange for brand recognition.
Here are some tips to follow when crafting your sponsorship email:
Avoid starting the email with pronouns like “I” or “me”. The email should focus on the sponsor, not on you.
Don’t list past accomplishments right away. Again, doing so focuses on you whereas the real focus of the email should be on the prospect.
Try not to list the ways the sponsor will benefit from partnering with your event. Instead, discuss how you intend to provide this value.
An informal tone is often best, for example: using words like “talk” instead of “meet” will prove to be more beneficial in creating a mood that does not directly expose your sales intentions in scheduling a meeting.
Be specific! Tailoring your email with information relevant to the company and the person you’re writing to shows that you are not just sending out a mass sales email.
Although you should be changing the tone of the email to match the person you are contacting, be sure not to lose your own voice. The basis of the partnership you are building with your sponsor relies on trust, so share a bit of yourself.
The key to successfully sending cold emails to prospective event sponsors is being thorough and engaging before hitting the send button. By understanding the goals and personality of the person you're emailing, you'll be able to tailor your pitch, thereby increasing the chances that you’ll get a reply!