There’s a good chance you harbor hate for cold emails. Suddenly, you log in to your email and find it flooded with emails. After that, you check the subjects and senders and get disappointed, because they all are commercial, irrelevant and unattractive.
Ironically, despite you hate such cold emails, when running a business, you have to get in the senders shoe. And it’s not as bad as you may think.
The first thing springing up in your mind when writing a cold email is, “They would ignore it anyway”. Nope, they won’t if you write it right.
The trick is to write in an attractive way – something you’d read yourself if you received it. The challenge, however, is the call to action.
People might read your full email and still trash it when you ask for action. But if they really need what you have to offer- the chances of the cold email getting response increase.
A Few Tips That Will Change The Way You View And Write Cold Emails
1. Think Positive
Yes yes, I know – everyone preaches positive thinking nowadays. While you are drowning not only in the ocean of work but also one of confusion, monotony, and disinterest, it gets difficult to think positive – however, you can if you have reason to.
Now, the core issue here is you believe your cold emails won’t be successful. Sure, the success rate will be low because most people just ignore these – but there will still be successes.
When you’re scrolling through your feed, you stop to read long captions even though you don’t like to read books, right? Ever thought why reading your textbooks is such a drag but reading captions or storybooks isn’t? They both provide you information, after all.
It’s because you find the captions relevant and interesting. Therefore, if you got interesting emails that actually concerned you and not some random offering of rice at 50% discount – you might just read it.
So believe that your customers would read it. Because that’s essential for writing better emails to get better results. Because nobody wants to work without returns.
2. The Subject Line
Remember how penalty shootouts determined the fate of the match? Subject do the same in terms of cold emails. The first thing the recipient sees when they open their inbox is the subject line. So you must make it super compelling.
While getting straight to point isn’t bad – it doesn’t always work. In fact, it only works if the recipient ‘really’ needs your product or service. Otherwise, they will ignore it.
Make the subject line the prospect focused. For example, you can write:
“Is the rainy season making others feel romantic while you feel irritated staying out to work all day?”.
It’s just a question. But you, I and even the prospect know there will be something related to it next.
But, to know that, the prospect must open the message and give it a read. Very often the prospect knows what it will say next, they only open to see if they are right. It is still one step closer to your goal so utilize it.
3. Write The Email To A Specific Person
Don’t just write an email and send it to everyone. Never use terms like “Dear concerned”. The moment your recipient sees ‘concerned’ he considers himself unconcerned. Use your prospect’s name instead.
This is why you need to target your recipients well. You have to know what they really need and what will really spark their attention. In fact, you have to bring up things that these recipients actually suffer from. Just like the rain example we mentioned.
This way the recipient will feel you’re not just some superstore blasting out discount, but – someone who might turn out helpful. Therefore, personalize your email in any way you can because you are attracting prospects – and they don’t come in groups.
4. Quality Over Quantity
First, you must make a list of the people you will send cold emails to. Then, you have to arrange them according to their importance and chances of replying. You do not really have to send the email to a lot of people – because yes, the harsh truth is most people don’t care.
But, you must pin down the very few who do. And you must put all of your efforts in them. This is why I mentioned – quality over quantity. The smaller group you focus on – the more you can research on them and gain valuable information. As a result, you can personalize your email even better and there will be higher chances of landing response.
5. Be Brief
You mainly have to do a number of essential things in your email – Make up a great subject line, introduce who you are, bring up the problems, offer your solution, and ask for action. Now, you can lengthen it but a person who was not even willing to open your message to read it – won’t read on.
So make it interesting while keeping concise. We often stop reading an interesting storybook if it is too huge. Think of those long series you stopped watching or reading. It is just like that.
So, make each line a way so that the reader wants to know what you say next. But, do not talk too much as that takes away the value from your message.
6. A Crystal Clear Call To Action
Suppose you’ve managed to do everything I mentioned well and kept the prospect’s attention. Now, what do you want the prospect to do? Even the prospect doesn’t know what he should do with all the information he just got.
That’s why, you must guide the prospect. But, you should not make the call to action too demanding. In fact, keep it light and make it the decision of the prospect- which it really is.
Give the prospect a few options to choose from. It could be just a reply, a link to your web page, a request for a phone call or a meeting itself. Whichever it is, give him options he can choose and also specify if you have a time and place in mind.
Sometimes people don’t know what to do and a small push can make them see the pros and cons and make them work.
7. Keep It Up
Now, let’s be real – you are bound to fail more than succeeding. It’s not because you did bad but because people usually plan beforehand how much they are going to spend and on what. So, what you have to do is keep at it.
Take the failures as a lesson, as a joke, because they are. Focus on the next email you are sending because it is more about sending it to the right person than sending the right email.
Also, don’t go too hard on yourself. Share your failures with your colleagues – because they’re sharing the same boat. Sharing will help you keep plodding along while improving.
Cold emails are no joke – one of the most difficult part of being a marketer. It’s harder on your than on the recipient because you yourself are worried if you’re cut out for it. You may give it your all but still not get the response you desire.
That said, the right email will attract the right customers. So that’s why you do all these – for the few customers who will stick around.