If you’re familiar with cold emailing, you might think it doesn’t work because of the low to zero response rate. That’s the view most marketers, and anyone who has sent out cold emails, hold. Cold emailing can seem to be the most difficult means of communication due the lack of connection between the sender and the recipient.
But the truth is, cold emails can be effective. People have gotten great career opportunities; they’ve built start-ups, and marketed products using cold emails. The secret lies in a few tips and tricks that will be discussed in this article.
Cold email is basically a part of email marketing. Unlike a warm email, in cold emailing, the sender and the receiver don’t know each other and have no prior connection whatsoever. It can be used for a variety of purposes other than marketing.
Marketers mainly use it to reach out to their leads and let them know about their products. However, students can use cold emailing to seek internships. Startups can use it for getting sponsors or people searching for jobs can apply for opportunities with cold emails.
Regardless of the purpose, an effective cold email needs to be thoughtful and well-researched. Remember, cold emails are not the same as spam emails. Spam emails are sent out in large numbers to anyone and everyone and they are not researched. Ineffective cold emails sent out in bulk may also be treated as spam by spam filters or if someone reports them.
In order to send cold emails, especially to your B2B leads, you need to do your research. Online sales intelligence platforms like MyLeadsBox help you to get the necessary contacts and other information to draft personalized emails. With its best in-class prospector and email verification features, you can create personalized email campaigns that increase the chances of conversion of leads.
A personalized email shows the fact that you’ve made the effort to get to know the recipient. Once you know your recipient’s interests and perspectives, it becomes easy for you to tailor the email for them.
Personalization also makes it clear why you’re emailing a certain person or company and not any other. This makes them more likely to respond to you. According to research, people are more likely to help someone when they feel that no one apart from them is capable of doing so.
When you send a cold email to someone, you may have researched and gotten to know the recipient but you’re a stranger for them. They don’t know anything about you. So, you need to make sure they get to know you and find you valid enough to trust you.
The best way to make yourself seem acceptable is by offering social proof. If you have a common connection with them, a mutual friend, or a recommendation, make sure they know about it. If there is no social proof, mention your social status, credibility, or authority relevant to the recipient. The more important you seem to the recipient, the greater are your chances of getting a response.
The main purpose of this in the email is to go from being strangers with the recipient to being a part of their group.
If you research your recipient well enough, you’ll be able to find their pain point(s). Providing the solution for the recipient in your email will significantly increase the open rates and response rates. For instance, if a person is desperately looking for a good travel package and your email provides them with it, they will respond to you.
If there is no problem to solve, or the problem is something you can’t solve, you could offer them something they want. You can offer to connect them with someone they’d like to meet. Whatever you choose to give, make sure it’s appropriate for a stranger. Receiving personal gifts from a complete stranger can be awkward and, let’s face it, creepy.
With MyLeadsBox, you can track and improve your email campaigns. Its features allow you to get data on your delivered rates, open rates, and click rates. Knowing which emails got the most responses will help you follow-up with the ones that didn’t in a more effective manner.
With the decreasing attention spans of the current, ever-so-busy generation, long emails are likely to be ignored. If you’re writing a cold email to generate leads or ask someone for help, make it easy for them.
Shorter emails that convey all that is needed are more likely to be read and understood. They also make it clear for the recipient what they should do next. A short email with one clear call to action (CTA) will most likely direct the recipient’s course of action.
One of the best ways to write an effective cold email is to be slightly frank and use simple words. You should sound natural in your email body. It’s exactly how you’d initiate conversation with a B2B lead at a cocktail party. You won’t directly jump into marketing and use big words. You have to introduce yourself first and then try to connect with them.
Always remember that the recipient of your cold email does not know you. If you are too direct or if you seem arrogant, you lose your chances of responses. By expressing your gratitude and vulnerability, you make them feel like the bigger person. Since you’re the one approaching them, it only makes sense to have a humble tone. No one responds to bullies or annoying emails.
Lastly, make sure your tone expresses appreciation. You have to appreciate them showing interest in your products or services. Sometimes just a thanks might not be enough to get responses to your emails.
Cold emailing is meant to start a conversation. Its goal is not to convert a prospect into a buyer instantly. If you write cold emails expecting instant conversions, you’re in for a lot of disappointment. The purpose of a cold email is to build a relationship with your prospect. You go from being complete strangers to business partners in small steps.
MyLeadsBox’s easy-to-use campaign flows allow you to create personalized email campaigns. You can create a campaign flow with the help of a step-by-step guide and use personalized email templates. This makes your task much easier and saves time and money.
Here’s how you can create an effective cold email to ensure the relationship building process is fruitful:
The subject line to your email is the first thing they get to know about you. You must have heard the phrase, “first impression is the last impression”. That’s exactly what your email’s subject line does. An attractive subject line will create a good first impression and increase the chances of your email being opened and read. In order to write a good subject line:
Once the recipient has opened your email, you have about a few seconds to make sure they read further. This requires a great introduction to the email to make sure it doesn’t end up in trash. It can be difficult to write an email introduction; you might either not know how to, or you might be in a hurry to close the sales.
A cold email introduction should not be longer than 2-3 sentences. Most people make the mistake of introducing themselves and their company in the introduction. However, to catch your recipient’s attention, you should refer to their status, achievements, their work, and their company. Just a small amount of self-praise may also benefit you.
Again, as with the subject line, the introduction should make it clear that the email was meant for your prospect only. This is why it’s important to do some research about your prospects before you write cold emails.
MyLeadsBox has the best prospector tool and a great technographics feature that help you research your leads and get all the needed information about them. They also allow you to personalize and segment your emails.
This is the part where you tell the recipient about what you want from them- your sales pitch. In order to include a good sales pitch in your cold email, you have to make sure it’s not too salesy.
In your B2B sales emails, you have to try to not oversell it. Remember, the main goal of the email is not to close yet another sale. You’re trying to set up a business relationship with the recipient. Therefore, the sales pitch should sound personal. Try to keep your prospect at the centre of your pitch. Make them realise that your product or service is good for them; it will be able to solve their problems.
Another thing to keep in mind is to not talk too much about the features of your products and services. Talk about its benefits. What does your prospect gain from it? Make sure it’s clear to them. At the same time, the sales pitch should not sound forced; it has to continue naturally after the introduction.
You’re almost at the end. A call-to-action (CTA) will tell your prospect what to do next. The purpose of your cold email will be fulfilled here. If everything else goes right, the prospect will be inclined to take the action you’ve mentioned here. It could be getting in touch with you, checking out your website, subscribing to your mailing list, etc.
A lot of people tend to ignore the email signature in their emails. However, it is a very important part of the email. Your signature tells your recipient about who you are and how to get in touch with you apart from emailing. A good email signature will help you shorten your email body since the details can be included in the signature. Your email signature should:
Even the most perfectly written cold emails do not guarantee responses from the leads, and that’s okay. Sometimes people can be busy and might forget to reply to your email. It’s also possible that their interests have changed and they no longer wish to set up a business relationship with you.
In any case, it’s important to follow up if your cold emails didn’t get responses. Your cold emailing strategy should include at least one follow-up email. Try to improve your follow-up emails, and make them better than your initial email. Include a video, case study, or invite them to an upcoming event.
Lastly, sending personalized emails to a number of prospects and then following up with them can be really tiring. With MyLeadsBox’s email campaign feature, you can automate your email campaigns. After targeting your audience, you can choose email templates and send personalized emails directly from your inbox.