I have one thing to add to Point #6 regarding sending clips. If I am responding to an ad, I never send an attachment because of the “no attachment” filter you mentioned. If your contact works in a larger organization, he/she may not even be aware that attachments or certain file types are automatically filtered out. (I’ve found this out the hard way…!)

I generally add links to my work, and cut and paste a couple of samples to the bottom of my email. This way the potential client has an example of my work right there but can also click on the links if he or she chooses. I also offer to email other samples if required.

But of course, Point #1 overrides this — if they ask for attachments, I most certainly send them! However I also send a pre- or post-email telling them to watch for an email from me with attachments, and ask them to contact me if they do not receive it.

~Graham