Networking - Mass Emails Are Not Follow-Up

Networking - Mass Emails Are Not Follow-Up

I go to a lot of networking events throughout the year. So I hand out a lot of business cards. Invariably after an event, I will get an email from a connection I have made. It reads something like this:

It was great meeting you at _____ event. Let me know how I can be of help to you. Visit my website at ____.

Now I need to ask you, is this truly follow-up to a prospective sales or networking connection? My answer is no.

Often, in the "To" portion of the email, the address is not personalized and usually is the email address of the sender. What the sender has done is carbon copy all recipients in Microsoft Outlook or other email program to avoid having to do a personalized email for each. The sender has also not invested in an email broadcast system which would have personalized the "To" address. This is a backhanded attempt to cover all bases. However, it covers none other than to give the sender the emotional satisfaction that he has "followed up" with all his new connections.

What I find even more amusing is that I often get these emails from people I have met and may even have known for many years. The impersonal touch makes me feel like a number, another thing checked off the To Do List.

So what should you do?

Get Rid of the Guilt - Stop feeling guilty if you do not send an email or other message to every connection you have made at a networking event. This is what drives people to send, via carbon copy no less, a mass follow-up email. The people you meet are not expecting such a message from you and may even be annoyed at you loading up their inbox with a message two steps removed from being spam.

Only Follow Up With the Most Promising Contacts - Chances are that even at a large event, you will only make a few valuable connections. Those are the ones that should receive a personal message from you. Refer to something unique about your encounter with them to jog their memory and to make them feel important because you were paying attention.

Connect with New Contacts on Social Media - With email going the way of the dinosaur, connecting on social media is a low pressure way to keep in touch with valuable contacts. It may even get a conversation going that could lead to sales or referrals.

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