The Cold Email is one of the most effective tools available in making contact with prospective clients, generating new leads, and converting these clients into loyal customers. A well-crafted email marketing strategy can be the key to success. A cold email is often the first point of contact that we have as the seller to our prospective market. This email must grab their attention, keeping them reading and eventually getting them interested in what we have to offer.
Cold Emails have been around almost since the invention of emailing as a method of communication in sales. The cold email is primarily an email sent to a person or prospective client who doesn’t yet know who you are. It is the very first time that you are reaching out to them and will determine the relationship is moving forward. However, the cold email hasn’t been used as effectively as it can be. The ease an email can be created and sent has led to many people to commence with their campaign – with disappointing results.
But there is a way to take Cold Emailing and turn it into a powerful weapon in reaching out to prospective clients and converting them into legitimate ones. In following practical guidelines, you can turn cold emailing into a machine that delivers your customers consistently.
First, we need to ensure that we create a “hit list” of people to email. Gather email addresses and database them so that you can send off your cold email to a big group of potential stakeholders. See below some tools to gather email addresses which are all considered 'growth hacking tools';
Once you have the list of people plus their email addresses, it’s time to get working on crafting the perfect cold email. The recipient reads only about 7-9% of all cold emails, so we need to ensure that the content is easy to read, engaging, and informative. Tools to check out for sending out cold emails:
We start by creating a compelling headline – the title or subject line of the email. The headline is the first thing that people will see when receiving your cold email. Keep it short and interesting. The goal here is to get the reader to open the email, communicating why you’re reaching out to them. An effective method is to appeal to a person’s “want” – a problem or desire that they have that you are offering to solve. Common challenges to point out may include: Saving time, saving money, and making money.
A compelling headline will lead the recipient to read the first body sentence. Avoid talking about yourself here and instead focus on what the reader wants to hear. Aim to inspire curiosity in this first critical sentence. Without giving away too much information (this comes later), say just enough to give your prospect an idea of what you do and how you can add value. A good first body sentence will take them to the second body sentence – and so on. Think of it as a cascade waterfall. You need enough water in each level to keep the water flowing. The same goes for information – useful information will keep the reading flowing. The goal is to get the reader to the end where you will deliver a powerful call to action. This call to action will motivate the reader to take the step of buying or getting in touch with you.
Once you’ve communicated your proposal to them, it’s time to wrap up the email by making a call to action. This may involve asking for a meeting, directing the prospect to your website, or simply allowing them to buy or trade directly with you. The call to action can make or break your cold email, so make sure that it is spot-on.
Finally, sign off your email in a professional manner. Thank your prospect for taking the time to read your email and ensure that you leave your name and contact details in a clear format for them to be able to get in touch with you if needs be.
Though it may seem quite simple, drafting the right cold email can be a daunting task when starting from scratch, so here are a few templates that may get you going (sources: FreshMarketer blog & Udemy course on Cold Emailing:
This method helps your prospect to realize that their wants, even if they don’t know what they are yet. You want to show them this desire and then offer to fix it for them.
I noticed that your business isn’t using [solution], which normally increases revenue by [X%].
Implementing [solution] to increase income is something we assist [the industry] companies with very often. Some clients include [X, Y & Z].
So, if you’d like to talk, do let me know how your schedule looks.
Note how the email identifies the want, offers a solution, and then makes a call to action.
This is a very effective method that works for a range of companies of different sizes. It involves sending emails to at least four senior people in the company in the same department. These people will then send the email on to a person in a “lower” position and that person is compelled to act as the directive comes from their boss.
I am hoping to find the right person to speak with who handles [department]. As such, I also wrote to [Person A (CEO), Person B (CFO), and Person C (COO)]. If we can talk, do let me know how your schedule looks.
Your Pitch. Here, you will discuss what you can do for the client, how you will do it, what needs of the person you will address, the needs of the company that you will send, and a list of other clients that you have solved problems for.
If you are the appropriate person to speak with, what does your calendar look like?
If not, who do you recommend I talk to?
The trick here is to not CC or BCC anyone into the mail. Either people will respond to you or advise whom to get in touch with. When you get in touch with this other person, you then CC the previous “boss” into the mail. This will compel them to engage with you.
This unique cold email is effective for prospects that offer you high value in return. So much so, in fact, that you need to be prepared to offer them something of value for free. These may include free trials, a free consultation, or an analysis.
I came across your website and noticed you’re missing a few important elements and details in your about section that’s proven to increase traffic by X%.
Specifically, a few elements that will get you more customers include:
• Contact numbers
• Honors and achievements
• Trading hours
We, at [Company Name] help companies just like yours to [Solution].
If you’d like to chat, let me know what your schedule looks like.
It is important to note there that the offer must be very specific to their business and the email personalized. The above example offers free information on what the prospect needs to boost their business. If you want to try something new and push your personalization to a whole new level - you can check this video sales email template with clickable images from Lemlist.
At the end of the day, cold emails are a must-have in working towards success in business. It is a very affordable channel and is excellent at converting prospects into clients through the simple click of a button. But, it is essential to make sure that you use the right cold email, carefully drafted to meet your goals. Good luck and happy prospecting!
Reading tip: The best 10 sales books of all time