By Gottamentor

How do you follow-up with those guest lecturers who have great industry experience or the speakers you heard at an event? Whether you had the chance to speak to them at the time or not, the likelihood of getting a response to an email is very high. Why? You will probably be the only person who reaches out to them. The majority of people who rush a speaker at the end of an event and ask for a business card never follow up. This is a big mistake because these individuals have two assets you do not, a lot of relevant experience and knowledge, and relationships that could open doors for you.

Below are examples of an email introduction to a speaker you heard in class or at an event; one is weak, one is great:

WEAK

I was a student in Professor Simone Olliver’s Marketing class last semester when you spoke to the class. I am working in marketing this summer at the Dallas Star-Telegram and was hoping I could talk to you before I start my internship. Is there a convenient time when I might be able to call? 

GREAT

I enjoyed your presentation in Professor Simone Olliver’s Marketing class last semester. Your comments on marketing strategies in a recessionary environment were really insightful and got me thinking more about a career in marketing. This summer I’ve obtained an internship in the marketing department of the Dallas Star-Telegram. The pressures print publications face from the growth of online media will make this, I think, a great learning opportunity. I wanted to reach out to you to see if you’d be willing to have a ten minute conversation. I’d like to get your opinion on some goals I have for my internship and a potential career in marketing. 

Analysis

The Strong email introduction accomplishes each of the 4 key traits of an effective email introduction. 1) It establishes a connection—the author was a participant in a class presentation the reader gave. 2) The author gives the target some reasons she might want to help. She has a marketing internship for a branded company and some insightful thoughts about the internship in light of industry trends. 3) The Ask is reasonable and easy to fulfill; and 4) the email is succinct. 

The Weak email introduction establishes a connection and is brief, but doesn’t give the target much motivation to be helpful, particularly since the Ask is vague. What does the student want? Is it something the target can even help with? The Weak email introduction at best gets a response from the target asking for clarification, but more likely just gets deleted.