If your emails are getting deleted or not getting returned, or you’re playing a numbers game (sending 1,000 and hoping for a few random responses), you’re probably also blaming the recipient or the Internet for the lack of response.

Wake up and smell the dictionary, Sparky! It ain’t them.

Emails are to introduce, engage, ask a question, give an idea or an answer, create opportunity, make an appointment, confirm a meeting. Emails are for sending a message, a thank-you, a reminder or a brief offer. Emails are NOT a sales pitch.

But you’re the smartest guy or gal in the world, and you want to hurry up and make more sales this week, and you have a list of prospects, so why not blah, blah, blah … and get deleted.

NOTE WELL: Deleted emails also create negative thoughts and images in the mind of the recipient. They brand you and they create a reputation. If you’re getting a 9 percent response, it means 91 percent of the people who received your email are somewhere between annoyed and pissed off.

Here’s why most emails fail: You know little or nothing about the recipient. Worse, you struggle to create some snappy “subject line” so your email will be opened.

Here are a few ideas on how to write an INITIAL email, a FOLLOW-UP email, a FOLLOW-THROUGH email and all sorts of relationship-building emails.

• Start prepared. Before you write a word, Google the recipients and then do a complete social media search (Facebook, LinkedIn, Twitter and YouTube). Now you’re ready with information they might pay attention to – information about THEM.

• Make it short. I’m way too busy to read your life story, or why you’re great, or why your product is great. I’ve got mother Google for that – and for information on you! Two hundred words is a long email. Remember: the shorter, the better.

• Make the message germane to your expected outcome. I usually ask a question or two, make a statement or two, and end with: Best Regards, Jeffrey. I’ll use formal capital letters and good grammar until I have established a relationship. I’m more friendly than formal in my content, and I’m always myself. Same with humor; I don’t inject it until I’m certain the recipient of my email has some (humor). And when I do, it’s HUMOR – not jokes and not cartoons.

If you’re writing an INITIAL email, make your name clickable to something that will build credibility, such as your blog, your business Facebook page or your LinkedIn profile.

If you’re using email as a FOLLOW-UP to a promise you made (like a quote, proposal or answer to a question), attach a PDF and keep the body of the message short, sweet and friendly.

If you’re connecting with an after-the-sale FOLLOW-THROUGH, ask for a coffee meeting or a brief phone call. Mention any common ground (sports, kids, interests). I often attach a relatable photograph.

There are lots of other email uses. A business message, an announcement, a service message, a casual message to build a relationship. Whatever the message is, make certain the content has VALUE FOR THE RECIPIENT.

My subject line on an initial email is “from Jeffrey Gitomer.” Subject lines should be simple but intriguing. For example: “productivity leads to profit.” Or use one word that might affect the recipient, such as profit, idea or message.

If you’re serious about wanting to send impressive emails, www.aceofsales.com offers the only customized email alternative. Take a look. It will brand you, differentiate you from all other look-alike emails, and WOW! the recipient.

If you’re frustrated because your emails aren’t being responded to, DO SOMETHING ABOUT IT.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by email at salesman@gitomer.com. © 2011 Jeffrey H. Gitomer