Sending cold emails part 2: Contacting venues and hearing Tsetse flies...

This is the second installment of a four part blog series on reaching out to venues, festivals or potential clients using one of the oldest communication tools in modern history - emails. In this post I will focus on what you should do before and after hitting send.

Sending cold emails part 2: Contacting venues and hearing Tsetse flies...

Sending cold emails part 1: Contacting venues and hearing Tsetse flies...

TODO #1: Switch to grammar nazi mode!

One easy way to tarnish your brand and possibly obliterate your chances of getting a response back is sending an email that is riddled with spelling and grammatical errors. Most word processors come with this functionality built in - use it to your advantage. When in Gmail and a word gets underlined in red right click on it to get the right spelling. For those who are scared of sending off a half typed email by accident, type up your email in a word processor first until you are happy then simply copy and paste it into Gmail.

Ensuring that your email is void of any spelling or grammatical errors, conveys a strong message. One that says you mean business and that you have spent time and effort on it before hitting that send button.  

Steer clear from the highlighter, different fonts, different text sizes, and any colour that is not black. If you need to emphasize something use bold formatting. Your email should be as easy on the eyes as it is to read. Making it a chore to read will not get you a response. 

Hit send already! If you are happy with it, don't keep them waiting. The imperfect email that you sent is far better than the one you didn't send.

TODO #2: Didn't hear back from the venue? Follow up!

In part 3 of this series I have shared cold email templates that has worked well for me in the past, feel free to try the follow-up templates.    

At the beginning of this series I have written about how frustrating it could be to get Tsetse flies as a response from a reader.

But here's the thing:
Once you have hit the send button, your expectation should be that you will need to follow up as a result of non-response.


As a musician you would probably know that many of the people who have made it in the industry would not show you any "respect" if you haven't shown your steel or hustled your way in some shape or form. Many recipients will not respond to your emails simply to test how much you want that next gig. 

I normally give it 48 hours after sending the email. This leaves you with just enough time before your email is on page 2 of their inbox. Sending a polite follow-up email could substantially increase your overall response rate than if you ignore this step. Ensure that you respond on the original email for ease of reference and be sure to refer to it in your follow up. 

If after the first follow up you still have not received a response in a 24 hour period be sure to send one last follow-up email. Finally if your final follow-up email did not yield any results, give them a call if you have their contact details or pop in at their physical space - who knows, their email addresses might have changed and they are not receiving your emails at all.

Continue reading part three of this series.   

Jordan Longlace
"I write what I like." - Steve Biko

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