Instead of taking whatever work comes along, find, reach, and land your ideal clients through direct email marketing. Well-written targeted emails sent to the right prospects work, according to marketing gurus Ed Gandia (International Freelance Academy) and Emma Hitt, and my experience. Gandia and Hitt both say that direct email works for them and freelance colleagues.

4 Steps to Direct Email Marketing

1. Develop a targeted list.
2. Write compelling direct email copy.
3. Design an engaging, easy-to-read email.
4. Plan your direct email campaign.

Develop a Targeted List

Develop a list of organizations you'd like to work with (organization, appropriate contact person or people, and email address). This is a lot of work, but it's well worth it. Identify prospects through:

• Professional association member directories
• LinkedIn: Your network and searches
• Leading company lists like the Fortune 500
• Online directories.

Look for names of senior people (e.g., managers, directors, associate directors, or vice presidents) in the departments that you'd like to work for, like communications, marketing, or website. LinkedIn is helpful in finding the right people, especially if you have a Premium membership. You'll also find some names on the organization's website, under News-room (or Media) or Publications.

If you can't find the person's email address, go 
to the Newsroom and look for the email format
(e.g., Firstinitiallastname@client.org). Then apply that email format to the person's name.

Write a Short, Targeted Direct Email

Write a compelling direct email that shows you understand something about the organization or its industry. A few minutes on the organization's website is all you'll need to do this. A compelling direct email:

• Starts with a subject line that will make the prospect want to read the email.
• Is personal: Use the name of the person and the organization.  
• Is short, no more than 3-5 sentences.
• Includes a link to your website or LinkedIn profile.

Focus on Client Needs

Spend time working on your subject line; if it's not enticing, your prospect will never even open your email. Tap into the client's needs in the subject line and the email text. Combine your knowledge of the industry with some of the language or concepts used on the prospect's website to write a great subject line and email text.

Design a Clear, Engaging Email

Format the email so that it's engaging and easy-to-read. Use bold subheads for key messages.

Close with a Strong Message

Add impact to your marketing message and give prospects the information they need to learn more about you and contact you in your email signature. Include:

• Your name and company name
• Contact information (email and phone)
• How people can learn more about you (website and LinkedIn profile)
• Logo and tagline.

If you don't have a company name and/or logo and tagline, include a very brief description of your services under your name.

Follow Up

If you don't hear back, politely follow up after a week or two. Most of my positive responses came from the follow-up emails. Track anyone who says they'll put you in their freelance database or contact you when they need help. Follow up with these people about quarterly.

• "5 Ways to Succeed by Giving More, Taking Less"