What is a "Cold Email"?
When we say Cold email, it is an email that’s sent without prior permission from or contact with the email recipients. In many respects, a cold email can be defined as the email equivalent of cold calling, but it’s less intrusive.
Cold emailing has come a long way since it was first utilized in the field of sales and marketing.
Back in the good old days, the main purpose of sending cold emails is to just literally pitch what you have to offer. Typically, one generic message to be sent to a large group of potential customers without any touch of personalization. Sure, a strategy like this would definitely work back then, given that not many people did business via email at that time. But now in the modern age, this tactic would definitely fail. The more Control C + Control V type of message you flood to an email recipient, the less effective this approach became. Consumer grew sensitive to the salesy tone and the generic nature of cold emails.
The approach to sending cold emails has evolved significantly since then. Messages with an aggressive sales pitch are now bound to fail. Also, impersonal, one-size-fits-all types of emails are no longer effective.
Nowadays, Cold emailing is all about building business relationships with your prospects. A Cold email should be focused on the recipient, not on what your product or service is. Try to put yourself in their place – from the very first initial email, a prospect should feel that you understand their business, their challenges, and their pain points. Don’t just jump and go making the deal straight ahead; instead, let your prospects tell you more about what they struggle with within their daily life. Then show them how these processes can be improved or done more efficiently.
But the harsh truth is that Cold emailing is a little harder to utilize than most communication methods for two reasons:
- Because you have no relationship with your email recipients.
- You lack non-verbal feedback, hence you cannot modify your approach in real-time.
As a result, most cold emails fail and are forgotten to never be used again.
But it doesn’t always have to be this way! They can actually work well! Instead of thinking of cold email only as a marketing strategy, – think of it as a way to start and maintain a business relationship with a prospect. Now, would that be more exciting?
Cold email campaigns are meant to start a conversation in the online world. A message you send to a person who most likely knows nothing or very little about your business. Since it’s the first time they hear about you, we say they are “cold” leads. The primary goal of a cold email is not the instant conversion, but building the relationship from strangers to business partners. In other words, to warm those cold leads up. Little by little. A killer cold email has to be short, yet powerful and intriguing enough to get your recipients’ attention.
Here are the ideasoft cold emailing tips on how you can get started to write your killer cold email!
It’s about your customer, not you.
Here’s the thing that you always need to remember – these people probably don’t know about you. If they don’t see any value in you contacting them, chances are they aren’t going to reply and completely ignore you. Introduce yourself politely and then start talking about them. Acknowledge their pain points and let them know how your company can be the solution that can make their life better, and show them that you are truly interested in their betterment. We understand that this is a sales strategy but, when it comes to cold emailing – it’s not all about the sale, it’s about sympathy.
The last thing you want to do is ruin your chances right off the start by writing sentences or paragraphs about yourself and how great your company is or how out-of-this-world your product is. There’s a big difference between logically introducing yourself and giving your entire sales pitch to your target prospect who has no idea who you are in the first place.
Salesy is a No-no
“Progress is progress no matter how small.” – Henry Ford
Consumer nowadays does not want aggressive sales reps who use hard-selling tactics to land a sale. Rather, someone who understands their needs and problem, and who is really interested in helping them. If you use hard-selling tactics and become too salesy – you are just making a poor first impression and throwing-off your prospects’ experience with your brand. They might feel that you are being too forceful and too pushy.
It is natural to pull out the big guns, propose your cold pitches, and ask right away to your prospects about purchasing your product – well, after all, that is the whole point of cold emailing. But always keep in mind the quote we just quoted – Progress is progress no matter how small. And this is true when it comes to cold emailing.
Start thinking of cold emailing the same way you think of treating people face to face, you’ll soon realize that starting a conversation with “let’s set up a meeting this week!” or “Buy this product because of blah blah blah” is a sure-fire way to make people feel uncomfortable and put off. Start slow and open the conversation like you would if you were meeting someone new in person.
Email Subject line is just as important as Email Body.
Your email body is just as important as your email subject line, and there are literally thousands of articles and science-backed evidence of subject lines that work.
But the best data is what you can pull from your own past email sends. Look at the past sales emails you’ve sent and see what works with your specific audience. Are there particular subject lines you’ve used that had good open rates? Don’t try to reinvent the wheel if you already have a process in place that works well.
If you’re still unsure of what works, do your own research and tests. There are so many different industries, so many different products, and so many different people that following the footsteps of someone else’s success won’t necessarily work.
What works for others will not surely work for you. Rather, use them as your inspiration, but never settle on what someone else’s opinion of a “great subject line” is until you’ve tested it yourself. You won’t get a response if they don’t even open your email, so make the subject interesting, personal, and unique from the more than a thousand others in their inbox.
Know your Target Prospect
Do your research. Knowledge is power, right?
If you were face to face with someone, you wouldn’t call them the wrong name or mistake them for the opposite gender without feeling like a total fool, would you? Don’t let the security of being behind a screen allow you to have a lower quality conversation.
This person could turn into a valuable customer but an easy way to make sure that never happens is by letting them know you put no time or effort into your outreach, making you look desperate, and making them press “delete” before they even finish reading what you have to say. We live in the days of the internet. The information we need is out there. We can and should use it to our advantage.
Value is Virtue
The so-called “Sales pitch.” This is the part where you tell the message receiver what you want from them, what your product can deliver, the value.
Highlight the benefit your prospect may gain from it. Remember to be specific. Too vague benefits will dilute your message. It may be a bit tricky at first, but when you really put yourself into customer shoes, you’ll feel and know it. If you can’t add immediate value or demonstrate what the possibilities could be, it will be hard for your prospect to get excited about your product or service.
Anthropologically speaking, we humans tend to be more complacent, and if people are comfortable and happy with where they are, why should they change, right? It’s your job to convince your prospects that the risk of staying the same is greater than the risk of changing to your product, service, or solution. You can do that by bringing value to the table, in this context, in your cold emails.
The problem is that if your cold email doesn’t address one person directly, there’s a higher possibility that it will be ignored or deleted. In fact, if you don’t personalize your email, 52% of your prospects will ignore it completely. (purecars.com) That is half of your potential buyers! With today’s sophistication of automated emails, a personalized email can hold more value than ever. Remember that you are not the only one providing promotional cold emails to your customers. Make it personal, and use it to your advantage.
Personalization means that you’ve thought about who this person is, how they see the world, what interests them, and what they want — you’ve developed a “theory of mind” about the recipient. This shows them you have put the work into understanding them.
This may sound a cliche but respect is always the key not only in cold emailing but also in life. We all know that. Consider this as one of your first steps into success.
Give them time to breathe between each touch. Let the conversation flow naturally, and give it time before you reach out again. Let’s be mindful and send emails when the timing is right. Respect their time and space and not just send cold sales emails that they are forced to report as spam. Think about each email nurture and make sure the email is sent to their inbox when they need it, not because of the email marketing campaign schedule.
Building a relationship with a customer is more important now than ever, particularly as customers look for brands that can understand them, and at the same time, deliver the result.
You should focus on ensuring that a customer already has a strong base of trust and respect with your brand and is likely to engage positively with any communication and shared content before reaching out.