There has been plenty of chat on the domain name forums about the best way to attract potential buyers for registered domain names. It seems like one of the most popular ways is by sending unsolicited emails targeted at potential end users or buyers, like companies that would benefit from having a keyword domain in their field. A lot of domainers, or entrepreneurs engaged in the buying and selling of generic non-trademark domains, have included in the list companies that already own similar domains or the same domains in other extensions. Since we own a modest number of domains I've seen a good number of attempts at trying to sell us domains via unsolicited emails. Having looked at them and also on occasion sent out similar emails, here is what works and doesn't work from our experience:
First, make sure that the domain you are pitching is a perfect fit for the company you are contacting. And make sure that the domain is a quality domain. If you are pitching a garbage name then you will only annoy the recipient. For example, just today we received a solicitation for the domain athensdwellings.net. It is obviously a shot in the dark and a terrible sounding domain even in the.com extension. There is absolutely no match between our company and the domain name. No one ever uses those two words together in searches and I'm sure we got that email just because we happen to one one domain with Athens in the name. So what?
Second, never ever send out more than one pitch email. A second follow-up email may be acceptable but should never sound exactly or close to the first email. A follow-up email should be very clear that you are following up on the initial email. Even if you send an email for a different domain to the same company, it makes it clear that you are using a standard format and/or a mailing list. The potential buyer wants to feel like you just sent a special email tailored just for her or him. This will encourage a good response. I know that it's not easy but if you have to send emails to find interest for your name then you need to put some work into it.
Next, make sure you use your real name, include a phone number, a business address, and a link to a professional website. Remember that a professional website is much more than just a pretty design (more on that later). And put the domain name in the subject.
Also important, when you write the email think about how it will sound to the person at the other end. Put yourself in their shoes. Be professional but not cold. Respect their time and keep it brief. Sound courteous and not short or desperate. Make them feel good even if they choose not to respond. This part is an art so ask for feedback from business people you know and respect if you are unsure.
A subject for debate is whether to include a price or solicit an offer. All existing proof shows that domains with a set asking price get the most sales. However, this does not mean you need to write it in the first email. At the same time asking for the end-user, who is likely a business with no experience in buying and selling domains, to make you an offer is like asking them how much they are willing to pay for a piece of land in Nugufustckuis. So you want them to do the hard work of pricing the market? It is much better to help them to see what the market is paying for your type of name and set a reasonable price. This, though, might be best placed in the email you send in response to their expressed interest.
FYI, the only email we received that caught our interest is for a domain that is a valid keyword with modest searches per month and that is related to a number of our domains and interest. Also, the asking price is quite reasonable and included in the initial email. Just a perspective from the other side of the table.
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