While cold emails are far better than cold calls from a salesperson’s view – they are tough to compose. When it is a call, you can improvise and handle the situation, and end up with a negative or positive response.
But with cold emails, there are no such second chances – your prospect opens the mail, finds it irritating and trashes it. So you have to write cold emails in a way that your recipient is compelled to read all of it. To do that, you have to follow some strategies.
1. The Subject Line Is The Main Attraction
When you send an email, the first thing the prospect sees is the subject. And if they find the subject irrelevant or boring, they may never open the email. So make the subject relevant, brief and attractive.
Once I searched something about the traits of a narcissists on Quora. From there, every now and then, I keep getting emails from Quora with subjects like:
“Does a narcissist ever stop being one?”,
“Do narcissists ever feel guilt?”
“How do you spot a narcissist immediately?”
And guess what! Even though I wasn’t looking for the answers, I clicked the mail and even the link in it.
This is what you have to do. First, choose a subject relevant to the prospect. Then make it brief – 6 to 10 words — because nobody likes reading a huge lengthy line. Finally, make it interesting so the recipient gets curious and wants to know more.
2. Personalize It
Almost always, quality tops quantity in cold emailing. Meaning – you must choose your recipients carefully. Make sure they genuinely need your product or service. But, how do you confirm that? Detailed research, of course.
Find out as much as you can about the prospect. Well, not everything, but everything relevant. Start with the name because you can’t start an email with a random “Hi”. The moment your prospect sees the ‘Hi’ without his name, he will trash it.
Also, find out where the prospect may be facing problems to cram personalization to rest of the email.
3. Introduce Yourself
Since you’re not an automated message that recipients don’t even open – start acting human. First, you have to introduce yourself with your name and what you do. This is where you dig deep with personalization.
Now, your recipient believes he is communicating with a human with a purpose, thereby, read on. For example, you could write something like:
I am Rosalie and I am a volunteer at the We Care For Paws Foundation.”
4. Get To The Point – Get Relevant
Before you offer your service, you have to point out the problem the prospects are facing. Again – research comes handy. You have to trace down the problem with the prospect and bring it up first to spark interest to read.
For example, if it is the imaginary foundation from our last example, you can proceed this way –
“We noticed you’ve been buying dog hygiene products a lot lately – everybody with a dog does. However, you are trying out various brands. You may not believe it but most pet owners find it difficult to land a product that really suits his dog”.
Once you say that, the recipient realizes the sender isn’t playing around. They sense you are serious about helping and know their pain points. And people get interested and pay attention when others know about them.
And that’s how, with good research, you can impress more recipients and land more business.
5. Propose A Solution
You are aware of the solution – your product / service. You can directly talk about the product that can help solve the problem or you could just mention other ways of helping them. If we’re still with the previous example, you can continue with the part below:
“Your dog has its own traits and we not only test what will suit it best but also customized products for it. Once people come to us, they don’t leave easily”.
So now – you have a solution the prospect needs. If he / she actually has read this far and is actually needs your service – he will read on for more. However, false research and targeting won’t make the strategy click. The reason? The recipient doesn’t even need the service enough to get back to you.
6. Time To Call For Action
Once you’ve laid everything down, you want a response. It’s not a lover’s quarrel where you have to act you don’t care.
You’ve to muster courage, be a man, and ask – “Can we meet this week for 15 minutes to discuss what we can do for your dog?”.
You have to be very specific here. For how long do you want to meet and why? A stranger won’t just fly out of his house to meet you.
In milder cases, you could call for milder actions like, “If you have any queries, you can get right back to us through this email, number or our website”.
You must leave the recipient with some freedom and politeness. Don’t be demanding or strict. Let them decide when they want to meet you and where.
7. The Follow-ups
In cold emailing, you’ve successfully cleared the first step if you land a reply. Regardless of what they reply, you have to be more careful when getting back to that. Why? The recipient can change his mind any moment. If you’ve impressed him with your first email, you could disappoint with your second.
For this reason, you still have to maintain the personal-base you initiated. Make sure your email is in sync with the first one you sent. Consistency is essential here.
Be polite, brief, yet interesting when replying. People love and pay attention long messages coming from friends or family – not salespeople.
Lastly, be specific because you are scheduling for a meeting or call.
Except that, if the email is calling for purchase – you can use it to up-sell or cross-sell. Suggest similar products in a non-imposing way and make things interesting.
“If you are buying the Soap, the lotion is considered a must-have by others! Do you want to smell and feel good after hours of your shower? If so, you can get the soap and lotion combo at a lucrative price!”
While cold emails are not as scary as cold calls – they still need a solid strategy and skills. Sadly, the best cold emails, which are actually effective to generate responses are created after several trials and errors. You may not get it right the first time.
Further, you may not even find relevant information about the prospects. And then it gets harder to compose. But, as long as you can spark interest in the beginning – recipients will go through the rest. If there’s nothing you could find about the prospect, use the most common ground between you and your prospect to spark the interest. And things get easier from thereon.