How much of sales content do you see every day? Me – enough to smell manipulation from distance. When I recognize an email as purely selling one, I assign it as a spam. Actually, this is what most of the people do. So, how to create a message, which will strike a chord with the recipients and will generate high response rate? Cold email is a solution. Why? Because if professionally written, they will distinguish you from the crowd. In this article, you’ll find some information, that are very likely to help you create an efficient cold emailing campaign.
1.Cold email – what is it?
It is a personalized email sent to a group of people, who match your target but haven’t contacted you yet. Cold email is sent to particular people, who’s got a name, position, who are responsible for particular issues. This people live and work in some environment, take part in some processes, face specific challenges and problems. If you take all of these into account, you have a chance to achieve satisfying results. It is possible to reach open rate on the level of 74,6% and 25,3% positive answers if you release well-created cold email campaign. We managed to achieve this results in the campaign for one of our customers.
2.Cold email construction
Don’t forget to provide them with your email and phone number. A footer, including your full contact data, is extremely important.
Ok, but what about the content? Here you can learn two obvious things about cold email:
– make it extraordinary value for your recipient. Send an email, which your recipients are willing to receive, jump into their shoes and write what they want to read. Your message should be about them, not about you, you should mention their potential benefits, not yours.
– make it super short. In most cases, you write to people, who are really busy. The message needs to be meaty, pass the information in the most accessible way. Be aware that the recipient may be distracted at the moment they open your message. They may be in a hurry, they may be driving, attending a meeting, or eating their lunch. In all of these circumstances, you shouldn’t expect a full focus on your message.
3.Creating a profile – who do you want to reach
Not in every single contact base you will find your potential customers, even though there is a match according to an industry. The more precise you are, the more chances for success you have. For example: imagine you deliver IT solutions for manufacturing companies, dedicated to machinery manufacturing. Choosing a general base for manufacturing, you will get contacts to companies, which produce beer or cosmetics. For them your solutions are useless. Obviously, a general base is much cheaper. However, so what, if you are not going to get adequate ROI. In the process of jumping into your customer’s shoes, the tool called Empathy Map helps. It is a simple technique meant to profile your potential customer. Empathy Map makes it easier to understand what do people feel and think, focus on their experience and needs. This tool enables you to go further than bare-bones characteristics and facts, which most frequently consider only industry and localization.
Unfortunately, mentioning somebody’s name or the company name in the message doesn’t work anymore. Try harder. To convince recipients that the message is written for them only, you need to hint that you know what they are up to in their job, that you’ve seen their profile/offer/web/article and this is what made you introduce yourself to them. “Introduce”, not “advertise”! Pushy salespeople end up in spam. Describe how you are able to solve their problems. Don’t write about yourself, when it does not correspond with their benefits, with making their life better. The problems and challenges you mention should be the real problem and challenges they face. To strengthen a personalization effect send all emails from your individual mailbox to individual mailbox of the recipient. In every company, there is a general mailbox, which in practice could be named firstname.lastname@example.org. Avoid it like a plague.
5. Follow Up – don’t let them ignore you
One cold email is not enough. There is a significant possibility that your message will be delivered in not very convenient moment, will be quickly opened and forgotten right away. To lower this possibility, create campaign which consists 3-7 messages, sent in balanced time intervals. In each email include unique information, use diverse arguments.
6. Cold Email types
Cold email may have many different forms. Its common feature are construction elements, which I have already mentioned. Remember playing lego as a child? Or maybe you still do it, don’t you? That’s even better. Imagine that information, which you’d like to share with the recipient are bricks. Build different structures of them. An awesome list of cold email types you can find here.
Let’s analyze it.
– in first paragraph price the recipient – maybe you had a chance to read about their company, see their web, read their article, participate in the same event. Whatever links you with the recipient is a good idea.
– aks how they are dealing with some specific for their industry problems. Here it is good to focus on empathy map.
– tell the recipient how can you help them – how your product or service can solve their problems
– CTA – what do you want them to do? Obviously, meet you to discuss cooperation.
It is quite likely, that you won’t get the response to this message. Sent another and another.
“have you had a chance to go through my previous message”, “are you available for a call? I’d like to learn more about your needs”, “as I mentioned before, I believe I can help you with…”.
Give the recipient a possibility to choose a reason why they ignore your messages. List a few possible explanations, such as they already use something similar, they don’t need it, they don’t have time, you’ve reached out to the wrong person.
7. Why cold email is more efficient than cold call
I don’t know how it works for you, but when I think about calling strangers to sell them something, I feel sick. Why? Because in most cases these conversations are not very pleasant, you don’t feel engagement from the side of your interlocutor, you feel they are irritated and you need to try really hard to make them hear at least a bit of what you want to tell them. Let’s assume that you made it, the person is interested in your offer. Then they ask you to…send them an email. Isn’t it easier to skip frustrating part and send them an email at straight away?
Why do people prefer to get invitations and offers on email?
Because they can get back to the information any time, analyze it, read about your company, become clear who are they dealing with. It’s not surprising, considering an amount of information we all process every day. Additionally, an email has become a private and discreet communication channel.
If you feel like getting more information about cold emailing or you’d like us to help you create perfect sales campaign based on this method, you’re welcome to contact us. As LeadVikings.com we generate B2B leads using personalized cold emails.