Email marketing and outreach has been around us for decades. The cold email marketing remains one of the most effective marketing channels to reach and engage with a wider audience & build fruitful relationships with the prospects. However, every email has its unique tone, message and structure that defines its value to the reader.
While some some cold email automation are warm and hyper-personalized, others are cold and generic. In this article, we’ll get to know more about what cold email is and how it can help you achieve your marketing goals.
Cold email marketing is a type of marketing that involves sending personalized messages that may lead to conversions from the potential audience and prospects. These messages will help brands generate interest in the business and initiate conversations with the interested individuals. Unlike normal email marketing campaigns, automated cold emails are sent to prospects who may be strangers to the organization.
Cold email marketing campaigns are often used by businesses to reach a wide range of audience and convert the prospects into leads. They can also become an effective way to build relationships with potential customers and establish trust.
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Why is Cold Email Important?
Cold email marketing is one of the most effective and affordable tools to convert more leads into your paying customers. Cold email is a cost-effective way to reach a huge potential audience in one go and build new prospects in the sales pipeline.
If done well, an email marketing campaign will not only help you add fresh leads in your sales pipeline, but it will also help you build trust and reduce customer acquisition costs (CAC). Cold email campaigns can also help your brand to become a value adding platform for your top of the funnel marketing qualified leads.
How to Write a Cold Email that Gets Results?
Writing a successful cold email takes time, effort, and strategy. Here are some tips to send cold emails that get the desired results you are waiting for :
- Select your target audience : Before you write your email, research the recipient’s company and industry to understand their needs and pain points.
- Personalize your messaging : Address the recipient by their name and mention something specific about their business or industry to show that you’ve done your research.
- Keep your email short and to the point : Focus on a single message that will resonate with the recipient and keep your email short and to the point.
- Provide exceptional value : Explain how your product or service can help the recipient solve a problem, achieve a goal, or improve their business.
- Use clear call-to-action : Make it clear what you want the recipient to do next, whether it’s to schedule a call, visit your website, or reply to your email.
- Follow up well : If you don’t hear back after your first email, send a friendly follow-up email. But don’t be too pushy or aggressive.
- Test and iterate : Keep track of your results and test different approaches to see what works best. Use data and insights to improve your campaign over time.
In addition to these tips, here are some other best practices for writing a cold email that gets results :
- Use a catchy subject line that will grab the recipient’s attention.
- Use a conversational tone that is friendly and engaging.
- Avoid using jargon or technical language that the recipient may not understand.
- Make sure your email is mobile-friendly and easy to read on a small screen.
By following these tips and best practices, you can send cold email that is personalized, engaging, and effective at generating results.
Drafting Effective Cold Email Campaigns?
- Identify your target audience : Determine who your ideal customer is and create a list of contacts that fit that criteria.
- Set clear campaign goals : Define what you want to achieve with your email campaign, such as generating leads, increasing sales, or promoting a new product.
- Write a great copy : Write a clear and engaging message that highlights the benefits of your product or service. Personalize your message to each recipient and avoid using a generic template.
- Choose catchy subject lines : Create a subject line that is short, relevant, and intriguing. This will help your email stand out in a crowded inbox and increase the open rate.
- Optimize for mobile devices : Ensure that your email is easy to read and navigate on mobile devices, as many people read emails on their smartphones or tablets.
- Test & improve your campaign: Track your email open and click-through rates and use the data to refine your campaign over time. Experiment with different subject lines, messages, and calls to action to see what works best.
Remember, the key to running an effective cold email outreach campaign is to provide value to your recipients. Make sure to personalize your message to their needs, interests, and level of understanding. By following these steps and continually refining your campaign messaging, you can generate new qualified leads, increase revenue, and grow your business.
Best Practices for Cold Email Campaigns
In addition to following the tips mentioned above by me, there are a few practices to apply while drafting your cold email campaigns :
- Know your audience: Understanding your target audience is key to creating effective cold email campaigns. You should have a clear understanding of their needs, pain points, and what they are looking for in a product or service.
- Use a professional email address: When sending cold emails, it’s important to use a professional email address. This can be your email address or an email address specific to your business. An unprofessional email address can make it harder for you to build trust with your recipient and can negatively impact the success of your campaign.
- Be respectful of the recipient’s inbox : Cold emails can be overwhelming for the recipient, and it’s important to be respectful of their inbox. This means avoiding sending too many emails, sending cold emails at appropriate times, and avoiding aggressive follow-up tactics.
- Track your results: It’s important to track your results and adjust your campaigns based on the data. This includes tracking open rates, click-through rates, and conversion rates, and using the data to improve future campaigns.
The Art of Cold Emailing: Evolving Strategies
Cold emailing has undergone a significant transformation since its inception as a sales tool. In the early days, the focus was on delivering a generic pitch to a large group of prospects without any personalization. This approach was effective in generating leads due to the novelty of email as a business tool. However, as the number of copy-paste-type messages increased, their effectiveness decreased, and prospects became wary of the sales tone and impersonal nature of cold emails.
Today, the approach to cold emailing is centered around building relationships with prospects. Cold email copy should be focused on the recipient, rather than the product or service being offered. This means understanding the recipient’s business and the challenges they face. The goal should not be to make a deal immediately, but rather to gain insight into their needs and show how your solution can improve their processes.
Personalization is now a crucial aspect of successful cold emailing. This involves getting to know your prospects and tailoring your messages to meet their specific needs. Additionally, personalization can now also be used to trigger follow-up actions based on the recipient’s responses. The more you learn about your prospects, the easier it becomes to craft messages that resonate with them.
How to write a cold email?
Step 1: Edit the “From” Line
While creating your cold email outreach email campaign, it is very important to consider the “From” line. It plays a crucial role in shaping your authority and leaves an impression on the recipient’s mind.
A well-crafted “From” line can earn trust and encourage the recipient to read the email, while a poorly executed one can result in the email being ignored or marked as spam. To choose the right “From” line, consider the context and goals of your email, your target audience, and what they may expect to see in their inbox. There are five possible forms of the “From” line :
- First name
- First name + Last name
- First name + Last name + Title
- First name + Company name
- First name + Last name + Company name
Ensure that your “From” line is consistent with the tone and style of your email and consider the prospect’s perspective and communication style when editing it.
A good “From” line should have the following characteristics :
- Clarity : The “From” line should identify who the email is from. Make sure to use a recognizable name, such as the name of your company or your last name as a sender.
- Trustworthiness : The “From” line should be trustworthy. Avoid using misleading or spammy words that could trigger spam filters, such as “make money fast” or “free offer.”
- Consistency : The “From” line should be consistent with the name and branding of your company. This helps to build recognition and trust with the recipient.
- Personalization : If possible, personalize the “From” line with the recipient’s name or other relevant information. This can help to increase the open rate and engagement of the email.
- Relevance : The “From” line should be relevant to the recipient and their priorities. Use language that resonates their interest to improve your open rates for the email outreach campaigns.
By following these characteristics, you can create a “From” line that is trustworthy, recognizable, and relevant to the recipient, which can help to improve the open rate and effectiveness of your email campaign.
Step 2: Write an Intriguing Subject Line
The subject line is the first thing the recipient sees and it’s crucial to make a good impression. A well-drafted subject line can make the recipient more likely to open the email, while a poorly written one can lead to the email being ignored or marked as spam.
Consider the recipient’s point of view and what benefit the subject line promises, personalize it, and make it about the recipient rather than yourself. Intrigue the recipient, engage their attention and make the subject line sound human and friendly. Ensure that the subject line ties into the rest of the email and avoid making false promises.
Step 3: Craft a Captivating Cold Email Introduction
Now that you have succeeded in getting your recipient to open your email with a persuasive ‘from’ and subject line, the next step is to keep their attention. You have just 3 seconds to do so, which is why it’s crucial to have an intriguing introduction. It can be challenging to start a cold email. Often, we tend to talk about ourselves and our company, either because we don’t know how to begin or because we want to close the sale with the first email.
So, how should a cold email introduction be written?
The beginning should be short, not more than 2-3 sentences. It should not introduce you or your company, but instead, focus on the recipient, their expertise, achievements, work, and company. This will catch their attention.
Step 4: Add Value to Your Pitch
Now it’s time to convey your message and tell the recipient what you want from them.
How do you draft a good cold email pitch?
It’s natural to have a formula in mind when talking about the product or service you offer, but that’s not the best approach in a cold email. Spicing up the pitch with benefits is not sufficient.
Avoid Sales Pitches In a B2B sales email, you need to be subtle with your pitch. You don’t write it to close a sale, but to start a unique business relationship with a potential buyer, so you need a personal approach. Keep your prospects at the center of your pitch, providing as much value as you can. Identify the problems they face that you can help with, and use storytelling to show them how you can relieve those problems.
Prove that you’re here to help and learn. Focus on Benefits, Not Features Instead of listing product features or talking about the monetary value you offer, focus on the benefits the prospect may gain. Be specific, as vague benefits will weaken your message. It may take some effort, but try to put yourself in the customer’s shoes.
Step 5: Conclude with a Call-to-Action You’re almost done
The next step is to write a call-to-action (CTA) that will encourage your prospects to take the action you want. This may be scheduling a Skype call, providing feedback, responding to your email, etc. Keep the CTA simple and direct. To ensure your recipients take action, your CTA should :
- Clearly express the purpose of your email: the CTA should clearly show the recipient what you want them to do in a single sentence.
- Be concise and to the point: the CTA should not be longer than a single sentence and should not be unclear.
- Ask for something the prospect can do now: avoid asking for too much, as a request for a simple action or a quick response may be more effective than inviting them to a 30-minute call. Start small.
Step 6: Perfect Your Cold Email Signature.
Finally, don’t overlook the signature, which is an integral part of your message. It should provide information about you and your company, making it easy for the recipient to find more information. A well-crafted signature can make the email body shorter and more recipient-focused. You can use our free email signature generator to create a signature that meets these requirements. All templates are deliverability-friendly, meaning there’s no mess.
How long should a cold email be?
The length of a cold email should be brief and concise, consisting of a maximum of 200 words spread over 2 to 5 sentences. Research shows that the most effective length falls within the range of 50 to 125 words.
The objective is to grab the recipient’s attention and initiate a dialogue, and not to inundate them with a lengthy sales pitch. Sending a lengthy email from a stranger is unlikely to be read, yet many people still make this mistake.
Therefore, it’s important to show respect for your prospect’s time by keeping the email short and to the point.
To send your first cold email campaign, follow these steps :
- Choose an email tool that is user-friendly and intuitive, like SendBuzz.
- Make sure you have a small prospect list and a warmed-up email address.
- Set up a new campaign in SendBuzz and provide a name for it. Select the email address you’ll be sending the email from.
- Specify the sending limit by clicking the gear icon in the top right corner and select the number of prospects you want to contact per day. Start with no more than 50 and remember to include the option to use the prospect’s time zone if available.
- Write the email, including a captivating subject line and personalized content. Use snippets to make each prospect feel like the email was meant for them.
- Schedule the sending time by ticking the boxes next to the email editor.
- Add follow-ups to increase the chances of getting more replies (up to 22%). To add follow-ups, click “ADD STEP” and repeat steps 4 and 5, but leave the subject line empty. If someone replies, SendBuzz will automatically stop the sequence for that prospect.
- Add your prospect list, either by importing from a file, adding manually, or using one of the integrations with popular prospecting tools or Google Sheets.
- Send a test campaign to ensure that the emails look good and all links are working.
- Hit “RUN” to start the campaign and monitor the results in the “STATS” view.
It’s that easy! Start your first cold email campaign with SendBuzz today.
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A targeted and highly personalized cold email marketing campaign will help you build new business and relationships. By incorporating an automated cold emailing campaign and follow-ups in your cold email outreach, you can create a formidable lead generation mechanism. I hope these tips help you sending cold emails that get conversion!