Cold Email Outreach is an effective lead generation strategy that was perfected in the tech startup world over the past decade. Today, cold email is a marketing channel generating huge volumes of sales.
What Is Cold Email Outreach?
Cold Email Outreach is the email equivalent of cold calling, and is not SPAM.
It is an unsolicited email campaign sent to specifically targeted people that don’t have a prior connection with you or your brand. It’s short, personalized and has a clear call to action.
The problem with cold emails is that it’s often done wrong, and looks spammy. Either written as a one to many email, too promotional, unpersonalized, or plain boring. And poor writing equals low conversion rates.
What’s the difference between Cold Email and spam?
Just as cold emails can be a powerful sales tool, they can also become a problem if done incorrectly. That’s why you need to master the art of writing and sending cold emails. Otherwise, people may perceive your email as spam and people hate spam with passion.
Use the tips below to improve your cold emails and avoid looking like SPAM: 👇
- Tailor your Cold Email to your potential customer:
Research your potential customers and personalize your cold emails. Make it clear why you’re emailing them as opposed to anyone else. Your goal is to find a valid reason (or “excuse”) to strike up a conversion together.
- Validate yourself:
When we meet a stranger or get a cold email from one, we want to know who that person is and why that person matters to us. You need to show them you’re credible and they can trust you.
- Keep your email short, easy, and actionable:
Short cold emails that request clear and specific CTA get a much higher response rate. You need to avoid long-winded, rambling emails.
Cold email shows a specific value proposition and a genuine interest in serving. And SPAM is a generic email that’s looking to promote a product or a service to a database.
How To Write Cold Emails
Your cold email should be short, interesting, and must engage your prospect into a conversation. It should include an engaging subject line, great copy, and a good email signature.
If you want prospects to read your emails, you need to make sure that your subject line is compelling. Research shows that the ideal length of a subject line is somewhere between three to six words.
In short, you should design cold emails that create a human to human connection. In a word, conversational.
How To Write Effective Cold Emails
Step 1: Your Subject Line
It’s reported that nearly 50% of people decide to open an email based on the subject line alone. Using effective subject in your cold email campaigns is crucial.
Farzad Rashidi the Co-Founder of Respona, suggests research shows four primary rules for cold email subject lines.
- Clarity Is More Important Than Creativity
- Don’t Make Them Too Short
- Title Cases Do Slightly Better
- Personalize Subject Lines
You can find his full research on email subject lines along with his suggested templates.
Step 2: Your Opening Line
Start your email with information that you gathered from your customer. A bit of flattery here works, but don’t go overboard.
Here are a few different ways you can personalize and begin your Cold Emails:
- Be specific with information about your potential customers’ website or product.
- Mention a recent event that has happened to your prospect or prospects business.
- Find common interests, likes, dislikes and use that information to build a connection.
In order to find this information you may need to do a little “spying” on Google and their social media account.
Step 3: Your Offer
Cold emails are short, personal, and crisp make great conversation starters.
Once you have your potential customer’s attention it’s time to explain why they should respond to your email. Talk about the benefits your potential customer could get by working with you or your company.
You can also use this space to let them know:
- What’s currently wrong in their system
- Why they should consider changing it
- How you can help them fix it
- Mention your well-known customers
Tell people how your product or service can help them reach their goals. Talk to them about benefits. And if you can do that in a way that stirs up people’s curiosity, congratulations! The reader’s attention will now be all yours.
Now you’ve got your prospect’s attention. It’s time for one last step…
Step 4: Your Call-To-Action
Your emails always need to have one specific CTA, but don’t ask for too much. A response to a qualifying question is a good way to get the conversation going.
Typically the end goal of a Cold Email Outreach campaign is to get the prospect on a sales call or demo. You can use tools like ScheduleOnce or Calendly to make booking a call with you or your sales team easy.
Cold Email Best Practices
When you’re planning cold email campaigns it’s important to remember a variety of factors that can impact your results.
Find the right person
You need to make sure you’re sending email to the right person. Knowing who you’re reaching out to is one of the essential rules of cold email.
If you’re targeting small businesses, contact the owner directly. And if you’re targeting a larger brand, use Linkedin to find specific people inside a business. If you talk to someone not authorized to buy, ask that person to forward your message to the correct person.
Don’t hide your identity
You’re both human so remember to begin by introducing yourself. Tell your potential customer in a few words about you. Don’t make the introduction long because you risk losing your customer’s attention.
If your customer feels that you’re sending SPAM or that they’re part of a marketing campaign. They will lose interest so be careful.
Get straight to the point
Start your email by showing you’ve done your research and that you know what you’re talking about. Keep in mind that the email shouldn’t be all about you.
Instead, talk about what you can do for your potential customer and tell them what they could get out of this collaboration. Bring up some of the problems that you’ve come across when trying to go on their website. Describe some of the issues you’ve encountered when using their products. Go even further and agitate the problem a bit. What would happen if they left that issue unaddressed? Would they lose customers? Would they risk data loss?
Finally, tell them how they can fix those problems by working with you, your products or services. You can give them some examples of other companies you’re working with that have found value in what you have to offer.
Cold Email Automation Softwares
If you need to send a lot of emails to customers on different stages of their buying journey. Cold email outreach software can help ease the processes.
Even if you’re doing everything we’ve talked about and more, sending cold emails won’t be easy. The truth is that creating email campaigns and sending all those messages requires a lot of work.
You have to design different campaigns for different prospects who may be at different stages in their buying cycle. And in the beginning, this whole thing may seem very discouraging. You’ll be putting in a lot of work to create and send personalized emails at mass. That’s why using en email software is so important.
Best Cold Email Software:
Get authentic business emails of new leads at any given company using just their first names, last names and website names.
Multichannel sales engagement platform which automates personal email outreach, calls, and tasks.
Follow-up email automation with opens, clicks and reply tracking. Shared prospect database with your team so the same person isn’t contacted twice.
Offers all the core features of Woodpecker and Reply, plus omni-channel cadences to reach prospects via email, phone and social.
Research influencers, manage your relationships and conduct outreach that’s personalized and efficient.
PR and link building software that includes regular Expert Strategy Calls with their team.
Search for names, emails and full contact using over 50 filters to find leads. Integrates with most outreach platforms.
These cold email softwares help you deliver email campaigns (without landing in the spam box) and manage your personalized follow-up messages. It’s important to do your research and find the software best for your business.
As you can tell, Cold Email Outreach is an excellent tool to build your brand, increase conversions, and generate more sales for your business online.
Now you’ve learned:
- Why cold email is important and how to use it
- How cold email is different from SPAM
- How to write cold emails that get responses
- Best practices for Cold Email Outreach campaigns
- Best cold email softwares to automate your campaigns
Have you had success sending cold emails? Let us know what worked for you and what didn’t in the comments below.
For more information, check out the following guides: