When it comes to cold emailing a marketing agency, your cold emails make a big difference. They influence how your business grows and can either bolster your bottom line or drag it down.
Buying the wrong toothpaste will never ruin someone's career, but cold emailing the wrong web partner could cost you a lot of money, and possibly leave you with angry employees.
Many tell you how important it is to send cold emails and make cold calls, but these cold calls and emails get little return. It's a numbers game propped up because the more you phone, the more likely you will be to make sales.
We live in a culture skeptical of ads, fearful of opening random emails from people we don’t know, and reluctant to trust business people who tout their own brand. But that doesn’t mean your battle will turn out as gloomy as you might think.
While there are risks inherent in any marketing agency partnership, we’ll show you how to navigate your way through them and set yourself up for success when your email is relevant, direct, and shows proof that you can deliver results.
Being relevant to your reader is the key benefit that makes a cold email stand out and grab attention. It shows your reader that you get them, and by understanding them, you're a partner aligned towards their success. Connect the dots for them on how you can solve their problem.
Don't expect them to do it for you, because they won't. You need to do the heavy lifting and put your message into context.
Tie your offer to their business goals
Your clients' business goals are likely to include: making more money, getting more clients, or increasing business growth. Use examples to tie their business goal to what you offer.
That way, when you tie your offer back to their objectives, they are motivated to act.
Share some value
You can give your cold email recipient some insight into what they can do with your service, meaning that you should give them some value so that they imagine what they could do with it.
You’ll get results with this method a) if you establish yourself as an expert b) if you make it clear you will not charge for your time c) if you are only looking out for their best interests
This is known as the PAS method, or Problem, Agitation, Solution in conversion copywriting. The key thing to do is understand the issue and then tie the solution directly to your service. It’s a killer persuasion strategy that works wonders for cold emails.
Feature previous and relevant social proof
People want to know that they will be treated well. As your experience grows, you can draw on a variety of previous projects when pitching marketing agencies.
Your previous achievements and examples need to be of really high quality, and you need to draw parallels between them, even if you don’t have any significant distinctions.
Use social proof to your advantage. Show off your great reviews and let your clients know what you accomplished.
Don't forget to add a call to action
It is important that your prospects know what's next after they receive a cold email.
Tell them what to do next: e-mail a reply to your email; call your number; or submit a form on your website.
The email should include an action question that will help your prospect understand which step to take next and get on the phone. The information provided in the email should make them want to get on the phone.
Automate your outreach and perfect your pitch
You need to make sure your pitch is strong enough to be heard. It’s time to do something palpable with them.
Outreach automation will provide you with the tools you need to craft interesting and optimized emails that will ultimately close the deal with your prospects.
Remember, your pitch needs to contain:
- Insights into their current goals
- Actionable steps for improving their rankings.
- Testimonials from prior clients that demonstrate how you've helped them (similar to the clients you're reaching out to)
You want to convince them that you have the experience, know-how, and ability to boost their organic reach with effective, fluff-free outreach emails that are straight to the point, actionable, and easy to read.
What it takes to make a flawless, data-driven pitch
Everyone has a strategy that needs work and has a shortcoming otherwise they would rank higher.
Here's how to do it: make sure they understand you're aware of what their biggest problem is, and how to fix it. So, no wasting time talking about irrelevant information, just straightforward solution-finding that is specific to their situation.
Here are 3 ways you can approach your outreach emails:
1. Help them improve upon certain keyword opportunities
Conduct keyword analysis to find out how the prospect is not making the most out of key terms on their clients’ websites. Tell them how you can improve their ranking for that crucial phrase on their websites.
2. Highlight opportunities for them to fill those gaps in their keyword strategies
Consider specific keywords that your clients’ websites are generating too few (or no) visitors with. Don't forget to look at a few less obvious keywords your client might have overlooked.
3. Tell them why the competition is better and how you will make them more successful
It’s all about creating connections between your prospects and their competitor’s sites. Highlight how locating influential and powerful backlinks your prospect’s website isn’t using will help your prospect, rather than wasting their time.
Remember to follow up
Be brief, short, and to the point, make sure your follow-up email applies to the first email’s CTA, and only ask one question.
Let your reader know one question or action you ask is very easy for them to take. You’re dropping bread crumbs to guide them along a particular path.
Your goal is to get them on the phone with you for a free consult call. Not to book them for a project. Not to bind you to a price per month.
our CTA needs to align precisely with what your reader wants. If you cannot do that, you will leave them feeling uncertain and frustrated.
Here are two great examples of follow-up emails.
I'm checking in with you regarding the below email. Could we meet for a 15-minute chat on how [your offer] can boost [your reader's business goal] next Wednesday or Friday?
I hope your week is going well. Would you have 15 minutes next week to talk with me on how I might get you more [clients, users, revenue, growth] with the benefits of [your offer].
Remember that you're corresponding with someone like yourself, who wants very similar things to you.
We live in an amazing world where everybody is reachable by email. More than that, email has a special connecting power that we humans yearn for.
Your cold email should look like a map to take someone to a new coffee shop when they’re desperate for a fix. It should look like the first step in helping them get what they want. It’s the first “yes” that could create bigger yeses.
A cold email can work.
Cold email writing is challenging, especially if you’re in a new industry and you don’t know what you’re doing. It requires attention to detail, knowledge of your prospects and a clear offer. You will soon reap the benefits of crafting a cold email that is relevant to your potential client.
This structure makes it easy for you to tailor your tone for cold emails. So why not try it?
Decide who to contact and then draft that cold email.