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What You Should Know About Getting Clients with Cold Email Outreach

Posted by Cody Dufrene | Dec 16, 2020

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If you’ve been in the working world long enough, you may have come across the term “cold email”.

Cold emailing is one of the most powerful methods to reach potential clients, creating new leads and turning them into lifelong customers. The secret to success is a well-planned cold email strategy.

Cold email is also the first point of contact that we have as a seller in our market. This email needs to be eye-catching and engaging to make them interested in your offer.

P.S: You can also check out our free cold email checklist Chrome extension that will help you execute better cold email campaigns & generate more clients.

What is the point of a cold email?

  • Fostering potential relationships with people in your market
  • Generate leads and connect to potential clients
  • Create value for your leads immediately

But what’s the goal of an effective cold email?

The overarching goal is to tell them how you will add value and solve their pain points and issues. No need to get into your pitch right away!

The first cold email should sound like it’s from an expert who can help that client overcome an issue that prevents them from being great. The message must end with a call to action that will encourage them to take the next step, whether it is to schedule a discovery call to learn more about your offer or try your initial offer for free or at a low cost.

The cold email is not meant to be a formal cover letter or an unsanctioned sales pitch. It must be about them and their pain points and how you can help solve them.

Here’s how to write a good cold email

Identify the right person

Find the business owner or manager who aligns with your line of business and email them directly. Avoid sending emails to generic company email addresses. If you make the email personal to them and do your homework, you're more likely to get an answer from an individual.

Your best bet is to look at the company’s social media accounts and take it from there:

  • LinkedIn – Search for the company and look over the profiles of the people who currently work there. You may identify the owner or manager for your cold email.
  • Facebook – Look at their Facebook page and find if the business owner lists their name on there.
  • Company website – Read the customer testimonials and reviews to see if any of them mention the name of the company owner or the person you want to reach out to.

Searching for prospects’ email addresses can be tedious, so speed up the process by using a tool such as Icy Leads that also lets you create custom email cold email outreach and email drip campaigns.

Personalize your email

Make your email more focused and friendly with some personalization. Take care to not seem invasive, or it’ll make your prospect feel awkward.

Vague, impersonal emails don’t yield any meaningful outcomes. Over 88% of people agree they’re more likely to reply if an email seems like it’s personalized just for them. That's why you need to personalize your emails in these ways:

Discover common interests

People are most likely to trust others who seem like them so a better way to tailor your outreach is to find a common interest with your prospect. You may have attended the same university or went to the same conference. Look at their LinkedIn or Twitter account to see if you have any interests you might mention in your cold email.

Make use of mutual connections

An excellent way to contact the prospect is to ask a mutual connection to introduce you to each other. If you have mutual connections with your prospect, reach out to your connection and ask them if they have a moment to introduce you to your prospect via email.

When they know the mutual connection, the prospect is more inclined to believe you and willing to talk to you about your ideas.

Write your subject line

The first thing your prospects will see is your email subject line. It should convince your prospect enough to open your email. 47% of individuals open emails based on the subject line.

Your subject line should be concise in about four to five words long. Personalize your subject line such as the company name or corporate name of your prospect. Write as you would in an ordinary email and steer clear of clichés or slogans.

Offer your value

Most people do not have time to read lengthy emails, so make sure that you make your point as clear as possible. Cold emails are like job application emails: you don’t offer anything for free, but you need to show your value and how your email is worth their time.

Concentrate on how you can help them meet their long-term goals. Only reach out to businesses with an identifiable void you feel you can fill. Take out all the guesswork by explaining how you can assist them in a simple language they understand.

You can do this by writing a short, bulleted list of the benefits of your products or focusing on a line of service that can help them the most. You can also link to a case study related to your prospect’s line of business and share specific numbers (key metrics, ROI, etc) from other clients you worked with before.

Keep your CTA short and on point

End it by letting them know the next steps, e.g. schedule a call or sign up for a product demo. Make the CTA easy for them to respond and still sound confident and welcoming. The CTA affects your click-through and reply rates, so make sure you tailor this to what you want to do right away.

Follow up regularly

People are incredibly busy and distracted these days, so it may be difficult for them to reply to your email right away. Even if they haven’t replied in a few days doesn’t mean they don’t have you on top of their minds.

To see if a prospect is still interested, send a follow-up email. Add value to your prospects with every follow-up email. Remember the pain and difficulties of the prospects and let them know how you can help them. About 80% of prospects will say no 4 times before they say yes. It's rewarding to be diligent and to continue to follow up, even after a dismissive response or no response at all.

When they respond to your email, answer them as soon as possible, preferably within an hour. It makes it 7 times more likely that you will have a great conversation in that timeframe, contributing to the body of evidence that replying quickly will significantly increase your odds of success.

Your next steps in writing your cold email

Writing cold emails may seem uncomfortable, especially when some people have an attitude or say no to your offer right away. What makes the difference for clients when they see your cold email pop up in their inbox is when they can tell your messaging is consistent and purposeful.

If you know how to take these tips and make a genuine first impression with your cold emails, you’ll have a better chance of generating more leads and gaining new clients.

Looking for inspiration to write your cold emails? To help you get started, we’ve prepared a collection of cold email templates.

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Learn more about how we're helping our customers close business deals on autopilot through cold outreach.

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