Cold email is a fantastic way for many businesses to create business opportunities. The idea is simple: find people who align with your target audience, get them interested in your product or services, and tell them about your solution. Mass cold emails at scale are even better.
Cold calls are a good way to extend the pipeline, but only so many calls can be made in one day. The number of emails you can send is almost infinite. Over 50% of marketers say cold email is their favorite form of marketing, according to the Email Marketing & Marketing Excellence Automation survey
. 19% report that their sales have improved and 23% state they have produced more leads. Cold emails can boost the website’s traffic, help to optimize SEO and search authority. Although not all prospects may not want to purchase your product or service immediately, it is good to keep in touch and develop a connection.
Build your email list
Before you send emails, you first need to get a list of possible prospects. This list must be made up of prospects that match your target audience. The longer your list is, the more likely you are to turn prospects into qualified leads.
There are a host of places you can locate a list of contacts. You can locate prospects manually via social media technically. Even though it is free, it takes a lot of time.
Be aware that if you buy a paid contact list, uploading it to your preferred email marketing software like Mailchimp or Constant Contact is not allowed and is illegal. You must use an email sending company that can place their IP address online if you wish to send emails to a paid cold contacts list.
Personalize the body of your cold email
It’s important to introduce yourself first and customize your message to earn their trust and intrigue them to read the rest of your email. The goal is to let the recipient know that you’re not just a random stranger, but someone who has done their research and has taken the time to learn something about them.
By reaching out to them on a more personal level, the recipient knows that you are not a complete outsider, but someone who has learned and taken the time to understand their needs and pain points.
It takes a lot of time for thoughtfulness, and it pays off. In the digital age, it’s easy to hide behind screens and text, but if someone comes off as genuine, many people will appreciate that authenticity.
Get to know them more before sending a cold email
Increase the number of personal touchpoints with a recipient before you email them directly. Use social media and connect with them through other channels. This could mean sending a connection request or commenting on a recent post by them on LinkedIn or following them on Twitter. Help your recipient put a real-life face to the email they receive.
By increasing the number of touchpoints, a prospect is more likely to reply to you. The lead is warmed up and can connect a name and face to your email.
Foster trust with a prospect
Reframe how you think about cold emails and see it as a means to offer value. Your cold email is an icebreaker to create rapport and start a conversation, not a sales presentation.
Concentrate on a prospect’s pain-points. Your prospect wants something to solve their problem, not an explanation of fun features or how purchasing a product or service will help you. Express your interest if your product or service appears to suit your needs.
If you ask to include a case study or testimonial on how a current customer saved money or increased their revenue by using your services, then this will help with your offer. Provide a convincing deal as an opportunity to talk with you, bringing value to the prospect. Make it easy for the prospect to say “Yes”.
Keep your content short and sweet
Many marketers often make the mistake of sending one email that tells the prospect everything that is great about their business. As a result, the email is long, intimidating and highly unlikely to be read, let alone replied to. To avoid this mistake, use your experience to focus on the one point which you feel the recipient will find the most valuable.
Keep in mind the goal of a cold email is to have the recipient say “tell me more” and not “where do I sign?”. A succinct message that answers a prospect’s problem and gives a solution is more likely to be read and positively engaged with.
End it with a concise CTA and you have a better chance of success!
Create a series of follow-up emails
Many first emails do not get a response; thus, your first personalized email becomes a waste of time. This happens for several reasons. The recipient may ignore it, they may be too busy to open and/or answer, or the recipient forgets to reach out. If you don’t send at least one follow-up response, the email campaign will fail and deliver results.
When you send your first email, you must send a follow-up email to the same person the next day. In the follow-up emails
, do not repeat the same material. Instead, plan a series of emails that offer value to the recipient to build your reputation such as free downloadable guides or viewable webinars. The recipient should also be reminded to review your first email and ask for an alternate contact time.
Use attention-grabbing email subject lines
Consider an enticing subject line such that the recipient is tempted to open and read the entire message. The more catchy and the more unique to the subject line, the better.
Don’t add so many special characters in your email just to echo your message. Keep your email on three lines or fewer, particularly if you’ve made it sound like the recipient is the only person who has received your email.
For follow-up emails, write the subject line as if you were concerned that they hadn’t contacted you in a sly way. Use lines such as ‘NAME, I’m worried that I haven’t heard from you, which must mean one of three things.’
These satirical subject lines get a better opening rate than the emails with formal subject lines. Some people love satire since it makes you look more genuine and less fake. Not everyone will get your humor, so take care to use it sparingly, but it might amuse certain future customers.
The Final Takeaway
The more reliable you are with email, the more traffic you are going to increase to your website. This enhances trust over time with the future client. People like to engage with businesses they like and trust. The closer you get to warm up a cold lead, the higher your chances of closing the deal.