When you receive a promotional email for some service – do you tend to take time out to check it? Most people don’t.
In failed cold calls, people simply hang up, but in cold emails, the scenario is far worse. Most people don’t even open the email. And chances are, you don’t even know if they opened it. That said, cold emails are inevitable to grow your business. So you must make sure your cold emails are liked by the recipients.
Cold emails are unsolicited emails that you send others to arrange a meeting or sell something. As a consumer, you may not want to see these emails at all. That said, businesses actually take cold emails seriously as they open doors to many new profitable opportunities.
There are ways to write cold emails that may not generate a sale but certainly will grab the reader’s attention. These emails have a very neat format, so the recipient understands your statements very easily and doesn’t ignore the message. You can’t always strike a contract through cold emails but your first goal is to make a potential lead read it.
Chances are, those who actually need your services will read it anyways. For them, you must be both interesting and clear when speaking. On the other hand, for future potential clients – keep it the same – interesting and clear. So when they need something, they come to you.
Cold Emails: A Few Tips
Cold emails aren’t general emails – they’re pretty one-way and it’s the sender who has to move forward with the relationship. Here are some tips to help you with that –
Be Precise: Nobody wants an email that doesn’t get to point, you have to tailor it the most precise way. Don’t turn it into some form of poetry.
Be Very Short: A big email is most likely to lose its recipient in the beginning. People don’t like putting effort after necessary things, let alone emails they didn’t even expect. The shorter your email, the more of your message the recipient will read.
Personalize it: Perhaps you have to send emails in bulk. But unfortunately, people don’t like being generalized. So add a name and a bit more personal information so the recipient finds it important.
Show Urgency: You want the recipient to respond as soon as possible. And that’s why you must include a limited timeline or an offer that’s only available if the respondent responds within a specific timeframe.
Call-to-Action: Never forget the CTA, and deploy it with the need for a call to action. Your CTA will impact the number of qualified leads you’ll bring. Ask for a meeting or a sale – whatever it is – ask for it.
Cold Emails: Five Useful Templates
1. A Personalized Message To A Potential Lead
To get a qualified lead – you must invest a lot of effort and attention. The one you are pursuing must know you and know that you know them well. This is why it is best to do your research before you write to them. Find out their needs and use that. Find out the problems and tell them how you can solve them. Most importantly, make the recipient believe you enough to take action.
Here’s a template for it:
“Hello [Recipient name],
As the Head of Marketing, it is my job to look around, see things we can do and pursue to do it when necessary.
Your company seems to have a loyal customer base (Or, Insert something good about the company) but not enough to generate the highest revenues you can earn. (Point towards the lacking)
After deliberate research and analysis – I figured your problems might include the following:
[Insert the problems they may be facing]
Through experience, I know that we can solve your problem and we can do it in the best way possible. We can help you with:
[Insert the services you can provide]
That’s not all and the rest cannot be discussed here for obvious reasons.
Would you like to meet up?”
2. An Email To A Competitor’s Customer
This may sound evil, but you’ve to do it anyways. If you believe to be offering better services than your competitors, why shouldn’t you? However, it’s hard to make people go against the flow. If they’ve been at something regularly – they don’t want to change the direction. So, you must be very tactful when sending them promotional emails.
When writing to your competitor’s customers, try adopting a more casual tone to sound friendlier, and genuinely concerned. It’s a win-win. Take a look at the template below:
“Hi [Recipient name],
As the [your position in the company, ex: manager] of [company name], it is my duty to find what’s best for our recipients.
Almost nothing misses our eyes and we are aware of your (competitor company’s name) situation. And, we sincerely think we can help.
We’re interested in [project name that’ll benefit you both] as it can help you and us both. Yes, we sure have our interests but we assure you that you will have yours too.
A meeting will be best discuss this sensitive issue. Would you be interested to set up a meeting together?”
It’s best to be genuine in what you say. Don’t just give a false idea you’re just there to help – you’ve got your own interests and the recipient know that. Being transparent gets your more trust.
3. Emails sharing information
When you send bulk cold emails, most recipients won’t reply. Even if they do, they may just have a query that doesn’t work in their favor and leave you hanging. In such cases, the best way to send the email is by being informative.
You’re not introducing yourself but letting them know what they can get from you. That’s where you can use a bit of creativity and humor or more. You can even start with a story to get attention. However, make sure it is short and precise.
Starting with a question can be more effective in these cases.
Are you tired of insects in your house that don’t seem to go away no matter what you do? (Or, any other problem) If so, what you need is our (Service or product).
You will enjoy:
The offer is limited (introduce a time limit and maybe a cost limit). So, if you want to handle your problem the best way possible, contact us!”
4. Email To The Ones Who Left You
Suddenly your hope starts fading for the lead that almost gave you a huge profit. One day, they were very interested, testing, and the next day it’s over – no signs at all. Getting over such situations isn’t easy –certainly not without a last try.
A cold email can be that last step and it can get you back the customer or learn something new. If you don’t want to sound desperate – use humor.
Here’s a potential look of the email:
“Hello [Recipient name],
The last time we got in touch, you were loving our offer. And now that we’re meeting…. Is that truly how love is? (You can do better at being humorous)
I hope you’re doing great. Since we know our products and services could do you good, it would be helpful if you could tell us what went wrong.
That way, we can come up with innovations that serve you even better. We have other amazing products and services right now. Would you like to take a glance?
If so, we can totally set up a meeting soon.”
5. Emails With Statistics To Impress
You want your recipient to believe you and statistics do a great job of garnering trust. Numbers always attract business people. So, you can keep it really short and still deliver the message quite well.
“Hello [Recipient name],
You just don’t like winning but learning when you fail too, don’t you? We have a track record of making our clients win almost always. Two out of three clients tend to come back to us.
Plus our growth rate (or any other suitable metric you use) is 12.5% which is one of the industry bests.
Want to make your company shine? Let’s meet so we can help you win!”
Even though emails are meant to be formal and tend to have a specific format – you must find ways to make recipients read and the right ones respond. You’ve to grab attention while providing useful information and painting a good image of your company in their minds. It’s not easy and getting the balance right is pretty hard, so be careful when writing.