One effective outreach strategy can transform your business efficiency by pouring promising leads into your sales pipeline. Cold emails have been around for quite a while now, but their effectiveness is being questioned in recent times.
Many people voice concerns that cold emails are spam, but that couldn't be further from the truth. In reality, cold email is the channel that drives the most sales.
It definitely works, but only if you know how to make it work. Cold emailing is one of the most effective ways to generate new leads for your business, complete more sales and get you one step closer to achieving your business goals.
What is Cold Email?
Any email you send to a potential lead or a prospective client with whom you have no previous connection is a cold email. It is a one-to-one outreach in an attempt to build an ongoing relationship with the recipient.
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In principle, cold emailing is similar to cold calling but less intrusive and more feasible. Due to the widespread availability of email automation and customer relationship management tools, cold emailing is a less resource-intensive process than cold calling.
Using cold email templates and automating the email marketing process can speed up your outreach substantially. The inclusion of email marketing is an important consideration when choosing a CRM for startups, but knowing how to draft effective cold emails is critical to the overall success of the marketing strategy.
Here are some tips for writing and sending the best cold emails:
1. Be authentic
The recipients of your emails have no prior connection with you or your business. The first thing you need to establish to pave the way for ongoing communication is your credibility. It is important that the email address appears authentic and that the sender's name and credentials are clearly displayed.
The message should have a natural flair to it and shouldn't come off as robotic. Keep it conversational, concise and friendly. Add a touch of humor and wit for that human element. Don't make it sound like a sales pitch; refrain from using a misleading or clickbaity subject line.
Read the email to yourself before hitting the send button, and decide whether the message sounds natural. Your cold email strategy will be more successful if it's similar to what you would say to a prospect in person and has an informal tone.
2. Establish a connection
The aim of cold email outreach should be to initiate a relationship rather than close a sale. Sending out the same cookie-cutter template doesn't really contribute much to your sales and marketing plan.
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You need to find a way to connect to your intended audience. Even small things like addressing the recipient by their name go a long way in establishing a personal connection. Conduct initial research on the recipients, know their pain points, find common ground for engaging in conversation, and work toward building a sustainable relationship.
People naturally receive a ton of cold emails on an everyday basis. Establishing a connection ensures that your first email stands out from the rest of the competitors.
3. Tailor your message
Personalize your email to cater specifically to the person you are reaching out to. Conducting basic research and learning more about the person you are sending the cold email to isn't the end of personalization. You must figure out how to predictably convert leads into paying clients that bring in sales for your business. You need a lead generation nurturing process for the same.
Your message needs to be tailored to convey that you have insights about the possible pain points, and it should shed light on how your product or service can alleviate it. The message shouldn't be about you. It has to cater to the needs of the person at the receiving end of the email.
4. Validate your offering
When you send out a cold email, you are just a stranger on the internet to the mail receiver. To establish that your offer is trustworthy and credible, you need to validate yourself and provide enough social proof to generate trust in your business.
If you have common contacts, highlight them in the email. If not, you can always refer to the other customers or big names within the industry who have availed of your services or use your product offering. The more credible you seem, the higher your chances are of getting a response to your cold email.
5. Keep it concise and actionable
The people at the receiving end of your cold email campaign aren't likely to read through the entire content of your email. They don't know you, and if the value you offer doesn't jump out of the mail at a glance, they'll simply hit the delete button rather than go through the hassle.
Short messages have a greater chance of being opened and read. Including clear directives and explicitly stating the objectives of mailing them in the first place significantly increases the response rate.
6. Communicate the value first
You might be targeting a sale, but your cold email should never feel like a sales email. Don't target a direct purchase without communicating value first. While pitching to a prospect, make your value proposition clear, so prospects know the benefits you offer, and clearly state that in the email body.
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Instead of pushing them to buy your products or services, inform them about the actual offering and invite them to ask for further information or clarification from your end. In the subsequent follow-up conversations, shed more light upon your problem in an incremental manner until the point that it no longer feels like a pitch but rather a logical sequence of events.
7. Track your performance
To determine whether your cold emailing strategy is working, look into the open rate and response rate for your emails. Tracking metrics help you understand what is working, what isn't and what changes you need to incorporate in order to make it work.
Tweak around with the copy of your email, make modifications in your value proposition, collect the feedback and fine-tune your process till you arrive at a strategy that works for you and gets you responses.
Right from the opening line, the ultimate aim of the cold email is to get the viewer to read through your pitch and respond to it.
Undoubtedly, cold emails are a great lead-generation tool to turn a prospect into a future client.
Cold emails have a science to them, but they can't be mastered unless they are practiced. It takes time to master the art of persuasive writing without sounding pushy. So, it is perfectly fine to take your time to get into the groove of things.
A short, direct and personalized cold email is guaranteed to bring a favorable outcome. Just remember to follow the tips we have listed for the best results.