There’s no doubt that mastering the art of cold emailing is tougher than most communication platforms. Why is this the case? Because of two reasons: poor research on the target audience and the lack of non-verbal feedback in the emails themselves.
Did you know that only 24% of all sales emails are opened? It is heartbreaking given that the average person deletes 48% of the emails received on a daily basis. This is an activity that takes only five minutes! But if you ask us how we feel about sending cold emails, we would still say “cold emailing isn’t dead.”
If you do it right, email is a highly effective medium for generating leads and driving conversions. Are you finding it hard to get a favorable response in your emails? Is your sales team struggling to write the perfect cold email?
Whatever the case may be, keep your cold emailing woes at bay by following these tips:
1) Focus on maintaining the prospect’s attention
Please avoid sending cold emails with a long list of your product features or service offerings. Such emails will immediately get ignored and even deleted. The fact is that prospects don’t care about what you can do. They only care about their businesses and reducing their pain own points. Tap on that nerve.
In the email, address those problems and explain how your business can help – without delving into the features of your product.
2) Keep the emails short
Studies show that short emails are more likely to be read than longer ones. Emails that request clear, specific actions get a much higher response rate. The best way to draft a crisp email is to write the way you talk.
Introduce yourself, say something nice, and engage the prospect over a common interest.
Write short emails without jeopardizing your value proposition, and remember to have a clear call-to-action. If you don’t finish your email with a question, request or instructions for the next steps, there are higher chances that your email will get ignored.
3) Get to the point quickly
Attention spans are at an all-time low. When you email someone, you need to grab the prospect’s attention within the first two sentences. Make sure you engage the reader with something that will make them want to read the rest of your email.
You can start the email by mentioning an interest or a point of contact common to you and the recipient. Do a bit of research about the prospect first. LinkedIn and Twitter are two social platforms that can help you mine data about the particular person.
This also boosts your credibility, and shows your prospects that you can be trusted and mean business.
4) Be personal and informal
We live in an age of personalization. Everyone wants to feel special. Therefore, don’t just copy and paste an email template. Take inspiration from its structure and fill the body with the appropriate information and anecdotes.
Don’t send an email that looks like one you sent to 20 other people. Address the email recipient with his name. Avoid words like “dear sir,” or “to whom it may concern.”
This is a good start:
Hope this email finds you well.
Create emails adaptable to each person you connect with. Bulk emails are too easy to spot and get ignored.
5) Write a catchy subject line
Successful cold emails have fantastic subject lines! Therefore, you need to get a little creative when it comes to picking the most appealing line from the lot. Avoid spam and sales-centric words such as free, confirm, limited offer, invite, etc.
Words such as demo, opportunity, conference, payments, and connect used in subject line resonates with email recipients the best.
6) Hire a writer well-versed in the best industry practices
Any writer who has a knack of grasping the know-hows of your industry will quickly be able to spell out the pain points of your target audience better. He can draft a series of cold emails for your team and save you time.
However, hiring a content specialist makes sense only if you have the budget and a manageable sales team. Otherwise, conduct writing workshops for the sales reps that can help them become better at writing these emails.
7) Follow up, then follow up again
It’s human nature to give up too soon. Therefore, if you didn’t get response on your first email, send another. Getting a response after 3-7 attempts is completely possible, and also normal. Tweak the content each time you send a follow-up email.
That’s how you will know what generates the highest open rates. Important people get lots of emails. Sometimes they forget to respond and sometimes the email gets lost in their inbox. Hence, the importance of the follow-up.
Over to you
Writing the perfect email can be a little overwhelming. If you don’t know what works for you today, get ready to experiment repeatedly.