It is one beautiful Monday morning. You’re planning to start your busy week by checking updates in your inbox. What do you see? Flooded with spammed emails from all over the internet; trying to sell products or services you don’t require. However, chances are, one or two emails occasionally grabbed your attention and you even considered opting for their offers. Those particular companies have succeeded in what we call “cold email outreach“. Chances are, you too will have to write one such email; especially if you’re part of a small business venture.
What Exactly Is A Cold Email?
Simply put – cold emails are unsolicited emails sent to potential business customers – no past connection. That said, the question arises: “Is that even legal?” The answer? Yes.
If you don’t misrepresent your identity or attempt to deceive with misleading titles and subject lines (in which case, your email should be marked spam). Most multi-million dollar companies credit cold emails for their success. At least when they started from zero. Even today, if done right, cold emails can do an amazing job of increasing sales and exposure.
Here, we’ve listed five crucial steps to help you write cold emails to get more responses from customers. But before sending, you must identify ideal prospects, their needs and expectations. Such research will get you more responses simply because it is more suited.
Steps You Should Keep in Mind
1. Begin With A Compelling Subject Line
In most cases, the subject line determines whether your email would be read or not. According to studies, about 35% of positive responses from cold emails come because of effective subject lines.
Your subject line should describe the email content in one sentence. One look at it and people decide if the email is worthwhile. Therefore, it is necessary to include what your email is about, what you’re trying to sell or offer. But also remember that your reader may receive ten or more other similar emails with similar offers throughout the week. So writing a cliché subject line simply delivering the idea won’t help much either. What you can do is: write a subject targeting desires and problems of customers and deliver the idea in the process. For example, if you’re a pizza joint aiming to boost sales through home delivery, consider subject lines like:
“Want your pizza stashed with double layers of cheese/extra pepperoni?”
This has a much better chance of grabbing attention than: “Pizza Delivery”. So first, start with a gripping subject line that briefly conveys the idea and hooks the reader instantly as well.
2. Personalizing The Email
If you are sending the same email to a hundred customers, chances are, you will land poor response rates. This is the era of modern marketing. Customers expect tailor-made services. And they can sense when mass emails hit their account. And almost always end up trashing it.
So you must learn about your prospects before striking a business relationship. This would also mean that you’re looking forward to working with them, and not just fishing customers with a template email bait. Such an approach is effective to grab attention. Why? Because, if someone shows interest in you and your work, chances are, you will show interest back. And that goes a long way to establish rapport with them.
So, to learn your prospects better, do some background research on –their work, website, products, and so forth. In your email, mention what impressed you about them. Flattering them a bit would help your cause, but don’t overdo it. If the opportunity arises, you can also congratulate your customer on recent promotion, achievement(s) or award(s). However, make sure your background research doesn’t turn into intrusion of privacy.
3. Cutting Right To The Chase
In face-to-face meetings and phone calls, introducing yourself before proposing business is a common courtesy. Same applies for cold calls. But in cold emails, as odd as it may sound, it is advised to do the opposite.
Because, much like cold callings or face-to-face meetings, the obvious priority is being worth the customer’s time. Except customers are willing to invest very little time on these. Consider yourself lucky if somebody opens your email. Once opened, you must make the email worthwhile.
Don’t waste time rambling your intro – get to the point. If your opening line is similar to “Hello, I am Adam from ABC Company and I am a graphic designer who has previously worked with….”, most readers would trash the email. Rather, use them to build rapport with your readers (discussed in the last step) and focus on your offering. That way, your readers realize you mean business and get more serious with you. Also avoid lines like “How are you?”, “How do you enjoy work?” and so forth, because that doesn’t spark interest.
4. Proposing Value To Your Prospects
Your cold emails aim to generate responses from your prospects. And in order to do that, you must build customer value. Modern customers believe solely in customer value. They won’t respond to your offers till they see value in them. So instead of enlisting all features and qualities of your products, communicate how your customers would benefit from your services.
If you are selling a fitness gadget online, chances are, not all of your customers understand the technical specifications of the device. So, as part of your value proposition, you can explain how using the gadget would help improve their fitness.
At this step, you pitch your product. Remember to keep the customer at the center of your pitch. Find out what your prospects care about and how to serve them best. Try to build a meaningful relationship with your prospect by offering wide-ranging benefits and promising value.
5. End With Call to Action
This final step is fairly straightforward. Here, you propose your prospect with one action after reading your email: scheduling a meeting, a video conference, visiting your home page, and so forth.
Stick to only one call-to-action. Be polite when requesting action. But don’t show extreme desperation.
“It would mean the world to us if you would visit and subscribe to our website”.
Also, don’t make massive requests: 30-minute calls, for example. Because about nobody, busy or not, would set aside that much of time. Start small, start short, keep it simple and professional.
At last, end with a “Thank you” and sign off. If there are no replies, follow up once or twice to gently remind, if they forgot. After you follow up two to three times and don’t see any response, it is safe to say that they aren’t interested.
In all honesty, highly customized cold emails are super effective to generate leads and customers/clients, thereby, catapult your business. With these five steps at your disposal, now you can write crisp, concise and professional cold emails and fill your pipeline with leads. Focus on all five of them to get the absolute best response.