With everything moving online in this digitalized world, the internet is an important source for businesses to reach out to potential customers. In order to sustain in this competitive environment, the need to attract more people is increasing rapidly. They have to go out there and make people aware of their existence.
As entities are shifting towards digital marketing, Cold emails are getting popular. A subset of email marketing, ‘Cold Emails’ refer to emails sent by the businesses without prior notice to the target prospects to get leads and build relations. Given their relevance in today’s time, cold emails are a hit amongst businesses as they get the target audience interested and curious about the offerings of the sender.
In the past, the sole purpose of cold emails was to pitch the offer to the consumers. Now the scenario has changed; sending a generic message to the mass audience is not as effective as a personalized and a segmented email. As people are becoming more aware and becoming more sensitive, the last thing you want to do is flood their inbox with a sales-oriented, template message.
Cold emails are your one shot at getting the attention of and engaging with potential customers. You can achieve this by drafting a perfect email, that has an eye-catching subject line, appealing content, and an impact creating closure and signature. In order to intrigue your audience, the email should be short and powerful. Effective communication is crucial for cold emails. Each part of the email should have clear meaning and purpose.
In this article, we present to you the best tips and steps on how to structure a perfect cold email that is actually read and gets responses.
- Select the suitable prospects
Before you write a cold email, decide on your target to give that personalized touch. Only send cold emails to the people who are familiar with your field and surroundings and would benefit from your offerings. Know your ideal customer through locations, demographics, interests, and other such characteristics. Build a list of leads after doing proper research. Keep your target narrow to establish a genuine connection. Sending cold emails to only relevant people also increases the chance of getting responses. Use a variety of tools (like sales navigator for Gmail from LinkedIn) available only to find suitable leads.
2. Steps to writing a cold email
Writing a cold email is a skill. Reusing an existing online template would not work the best for your business, you don’t want to show the consumers what they have seen already. Therefore, it is essential to craft a relevant email.
3. A Clear ‘From’ address
This is your way to let the viewer know who the sender of the email is. It is a vital part to focus on when cold emailing, as it catches the prospect’s attention when they search for the source of the email. It also is your chance to build on your credibility. It could either be the company’s name or your name. Make sure you use a familiar sender’s name to provide authenticity.
4. An eye-catching ‘Subject’ line
The subject line is the first thing that is going to catch the reader’s mind. On the basis of the subject line, the recipient is going to decide whether to open the email or not. Your subject line should be concise, inviting, and genuine. It depends on various factors like who the audience is, what is your purpose, and what is the content of your email. When you are formulating the line, try and think from the consumer’s point of view, personalize it, and tie it to the content of the email. Ace the subject line to form an impression.
5. An interesting ‘Introduction’
It’s difficult to start a cold email. You have the pressure of maintaining the recipient’s attention in a few seconds. Make your introduction short and crisp. Address the prospect and their work in 1-2 lines to catch their attention. Stick to the professional boundaries and make them feel that you have chosen to contact them personally. Make them believe that this is not a random email and that you care about them.
6. A convincing ‘Body’ structure
Ask a question or talk about a mutual connection. Establish common grounds to create a gripping flow. Talk about who you are and what your goal is. Be specific about your details so that they feel like continuing with reading the email. Pitch about your offerings. Present the benefits by telling them how your product/service is going to solve their problem or add value to their workings. Do not make it sound like a sales pitch. The point here is to focus on solving the problem and not on the features of the offerings. Basically clearly and cleverly explain what the email is about and what is in it for them.
7. A smart ‘Call-to-Action’
It is time to encourage your prospects to take action after reading your email. This is the part where you specify the actions that you want them to perform. It could be a call, a reply to the email, scheduling a meeting, or providing feedback. Select whatever suits you the best and be straightforward with what will provide the optimum result. Make a smart move to leverage the opportunity. It should be simple for the prospect to do; you want to refrain from asking them to do too much in the first email itself. Our advice is to stick to only one call-to-action. Reiterate your aim to be clear. A call to action is your move to nurture that building relationship with the lead.
8. An authentic ‘Signature’
End the cold email with an authentic-looking precisely drawn signature. It should tell them more about you and your company. This is your turn to gain focus onto yourself. Provide factual details, relevant links, or information on where they can contact you or find you. It could be contact number, links to social media profiles or the company website. It helps to build credibility. Make it look trustworthy and keep it precise.
9. Be ready with a ‘Follow up’ email
It is not the time to get discouraged if you have not received any reply. Many a time one cold email is not enough to persuade the prospect to take any action or they might be too busy and completely forget about it. Have at least one-follow up email, but wait for a week before sending them. The follow-up emails should not sound like a reminder to them. Add in some extra value to convince them. If you send more than one follow up email, try to create a series of them and make a link to track. This can reflect your commitment and show that you are persistent.
Cold emailing is an efficient technique to be used. If you ace the above-mentioned steps, no one can stop you from getting more leads. Strategise correctly and know the perfect timing to maximize the potential of the results.
Our team wrote a blog on Sales 101 for freelancers. Read the full article here.