There is no denying that getting responses from prospects has become quite difficult nowadays.
It is no secret that receiving these responses plays an important part in the world of sales. After all, it is the first contact with potential prospects, which is why establishing such communication is the key to success.
Making such a connection is still a major hurdle in the world of sales. According to a study, 37% of sales professionals state that one of the most difficult tasks is getting in touch and creating a trustworthy relationship with prospects.
However, there are various ways this can be overcome. Read on to learn more about useful tips that can help you dominate this crucial part of the complex email marketing game in 2020.
But first, what is cold emailing?
To put it simply, cold emailing is somewhat similar to cold calling.
A sales representative (or an outreach specialist) emails an individual from their business email address with a specific intention in mind.
These individuals often aren’t even acquaintances. In general, one side always has the objective of instigating a conversation that can lead to some sort of sale or service.
Without a doubt, this way of reaching out to potential prospects is less intrusive than an old fashioned cold call. You allow a client to read your email at a time of his or her convenience.
On the other hand, the interaction should still be perceived as a one-on-one conversation. Hence, some would say that the intention is the same while the form is different compared to cold calling.
How to write a great cold email
Now that you are familiar with basics, it’s time to get down to business and start writing your emails.
Bear in mind that every good piece of writing has to go through a couple of drafts before being sent out. This has been and always will be a fact.
In short, emails have to be brief, clear, informative, and valuable in some way to the customers. They also need to give the customers simple instructions on how they can reach you and continue the conversation.
However, there is much more to writing a successful email. You should also have the following practices in mind.
Harness the power of a good subject line
Did you know that a whopping 47% of emails are opened or ignored based on their subject line?
Yes, that is the case. Hence, the first step is to make sure that you pick a good subject line. The best email subject lines are short, crisp, and eye-catching.
A good example of this would be something along these lines:
Double your inbound leads like (name of the company)!
Avoid generic subject lines. Asking someone if they can chat is a good way to ensure that you will be ignored.
In addition, verify you are not using misleading subject lines. For instance, avoid something like this:
You have just been awarded a free iPhone 11!
Pushing misleading content anywhere in an email is a sure way to end up on someone’s spam/blocklist.
It’s fair to say that personalizing messages is a bit impossible if you have a list of 500 addresses. But, personalization is important in email marketing in any context and that is the case when it comes to cold emails, too.
You should at least try and address each prospect by their first name. Even such a small gesture can make an impact that will have positive effects.
After all, personalized emails have a 29% higher open rate and a 41% higher click-through rate. It is definitely worth your time to compose an email as if you are talking directly to a particular client.
Outreach specialists that target a couple of prospects at a time usually try to learn as much about them as possible if they intend to get something valuable from them. The ones who have extensive experience put in a lot of effort into personalization.
You can even search for cold email outreach templates to utilize and better personalize the whole experience. These templates are especially useful when you just can’t activate that creative side of your brain. Afterward, it’s easy to perform a mail merge from your work Excel document into several Google documents to categorize each group of targeted recipients. This will allow you to send out different varieties of the same email to different targeted groups in a way that is more personalized and saves time and effort on your part.
All your personal information should be saved for the signature
Nothing annoys a potential client as much as receiving yet another email that starts with these lines:
‘Hi, I’m John from XYZ Company’.
That screams “a sales pitch opening”, and your email will end up in the junk folder faster than you can say “Hold on”.
Instead, take time to create a smart, professional-looking email signature with your name, company, designation, phone number, and a photo.
When you do so, you can actually free up the body of the email for your message – and you can show the recipient that you’re a real person and not some spam bot.
Keep it short and sweet
When crafting a cold email, you need to demonstrate how masterful you are at bringing sentences to life.
It’s crucial to get to the point and say what you have to say clearly if you want to maximize your chances of converting leads.
If you must give your recipient a virtual tour of your business, include it as an attached brochure or video clip that he or she can open at their leisure. Don’t waste precious characters and space on that kind of content.
Include your request in your message
Do you want the client to share his or her phone number for a talk? Ask for it and suggest a date and time to do so.
Are you looking for their response in a survey? Say so and include the link to the survey.
Do you need contact details of other leads from them? Ask for it.
All too often cold emails get so caught up in formalities and explanations that the client ends up missing the point.
Include your request in a clear, direct, and polite manner. Cut out the fluff.
Don’t be afraid of following up
Don’t ever be afraid of following up on your previous messages!
If your prospects don’t reply to your initial messages in a timely manner, do not hesitate to follow up. There is a high chance they are still interested. Perhaps they just didn’t get the time to respond.
If you are using cold email outreach software, it will automatically send out the follow-ups. Hence, there are no excuses not to have an entire email outreach sequence going on.
Good practices to consider
Finally, take a look at some additional good practices that you can use to protect your domain and avoid spamming:
- Avoid using your primary domain. If a few of your recipients flag your messages as spam, this could result in your entire domain getting flagged as spam.
- Avoid using too many images. When spammers send out emails, they usually include a lot of images since they can sneak links into them. Those links are usually the ones to blame when messages get sent straight to spam.
- Take your time and don’t send all the emails in one go. Don’t get overwhelmed and send out emails in a blast. If you send out too many messages in one go, you are risking getting flagged as spam. So, think carefully about pacing out the emails you send.
To sum up, you should be sincere in your intent before anything else. People can feel when someone is being real with them or not. Trying to trick potential clients could pay off, but in the long run, it will lead to failure.
Giving general, shallow details, resorting to small talk, or even false praise can backfire quickly. This is especially true if you’re asking the recipient to do something for you.
Insincerity equates to no value in the minds of most people. If you truly have something to offer that’s going to better both you and the recipient, you should have no trouble being genuine and authentic.