Why Your Cold Emails Fail & How To Make Them Work: 12 Best Practices
Do you ever wonder why you can’t form meaningful relationships with your prospects? Or move them up the sales funnel? The issue is implementing the cold email correctly.
Cold emails are by far the most effective kind of email marketing approach for B2B communication. The reason for this is that more than 80% of people prefer to be contacted by email since it is less obtrusive. Furthermore, cold emails expand your reach to potential leads all across the world.
It is a persistent and friendly approach to shifting cold leads into potential clients. But, no matter how good it is, you will never be able to unlock the real potential of cold email marketing unless you know how to harness it. If you really want to leverage the full power of cold email marketing, you need to learn how to write a cold email properly.
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To craft cold emails that get responses, it has to be short yet powerful. Each part of your email plays a crucial role in encouraging your prospects to respond. Stay along to learn how to create a winning cold email marketing campaign? Let’s dive in!
Starting With The Basics: What Is A Cold Email?
If you want to understand the definition of cold email, look no further than your inbox. There may be numerous emails from sales professionals attempting to entice your attention.
Those are cold emails from XYZ companies. It is essentially greeting someone to whom you wish to introduce yourself. Introduce your brand in this situation.
In essence, cold email is a method of introducing your brand/business to someone who has no prior connection to your brand and has no knowledge that your brand even exists.
It is delivered to those recipients with the intention of converting them into warm leads or, better yet, customers.
Are Cold Emails Effective?
The quick answer is yes, it works!
Cold email marketing, when done correctly, can be an effective way for businesses to reach out to prospects. Businesses who use it on a regular basis may be able to get in front of their ideal clients and enhance their response rate. This alone should be enough to persuade business owners to prioritize cold emails. Let us look into why cold emails are so effective:
Cold emails are persistent and might reach your target audience immediately. Social media campaigns, for example, are an excellent method to reach a massive number of people in a short amount of time. On the other hand, businesses cannot predict whether or not users will be online to witness the campaign. Cold emailing delivers your message directly to the user’s inbox, reducing the likelihood that they may overlook your offer.
Cold email marketing is also trackable, which is critical for business expansion. Cold emailing data can be used by businesses to better their email marketing operations in the future. Companies, for example, can examine indicators like delivery, open, click-through, and bounce rate. This data can help businesses scale and optimize their email marketing programs to get better outcomes.
What are the major disadvantages of cold call emails do not have?
The ability to provide your prospect with visual or written information!
The ability to add attachments to emails allow you to include more information (for example, a paper, infographic, promotional material, etc.) to tell a more complete story about you, the company, and the product/service you offer.
Furthermore, the sender is given more time to consider the email content or reply, and the recipient can read an email at their own pace without fear of mishearing or forgetting something, as would be the case with a cold call.
Boost Brand Awareness:
Each cold email that reaches your prospect is another step in the right direction. Even though some potential consumers do not require the products/services you offer when they get your email, this does not mean they will forget about your company in the future.
Highly Scalable And Low-Cost:
Sending email costs nearly nothing, and with the right cold emailing software, you can simply spend hundreds or even thousands of messages at once. If you make even a few sales due to your efforts, you’ll quickly recoup your investment.
This is why email marketing continues to be one of the marketing tactics with the best ROI. In keeping with this, cold emailing is a method that is accessible to all types of businesses, from small startups just getting started to corporate juggernauts attempting to rule the world.
How to Master Cold Email Marketing:
You now understand how effective cold emails are. But do you know how to write a cold email that will be opened?
Choose A Specific Target:
You must understand your target customer’s position in the organization (CEO, marketing director, finance, IT, etc.), staff count, annual revenue, and industry. Create a lead list of persons in your target audience to investigate and pursue.
Locate Lead Email Addresses:
There are several methods for obtaining your leads’ email addresses. Email finding tools and manual research are the most cost-effective methods. Paying a lead generation company to find tips and contact information is the most expensive but most efficient method. The time you save and the accuracy of your data are frequently worth the expense.
Check each lead’s LinkedIn, Facebook, Twitter, or other social pages, and use the advanced search feature provided by each (for example, LinkedIn Sales Navigator).
Message the general email address stated on their firm website, or look for the lead’s email address on the “about,” “team,” or “contact us” sections.
Email Finder Service: Use a service that extracts email addresses from a lead’s website or provides access to a searchable database.
Hire a lead generation company to identify qualified leads for you and collect their contact information so you can contact them directly.
Research On Your Leads:
A little research can significantly impact the level of personalization of your cold email, making it more appealing to the lead. To learn more about your lead, conduct online research on their social accounts, corporate website, and personal website. Consider attempting a reverse email lookup as well. This shouldn’t take more than five minutes in total.
Look for the following information during your research:
Determine what issues the lead is likely to face based on their role, firm, etc. The lead’s potential pain point: This will be your hook. Of course, the problem should be one that your company can solve.
Information of Your Lead’s Organization: When researching a B2B lead, find out about their company’s size, recent events, news, and mission. Check the review sites to see what problems their consumers have with their product or service.
What Are The Responsibilities of Your Lead: Determine what they do daily for B2B leads. What are their highest priorities? How can you assist them?
What Are Your Lead’s Interests and Hobbies: Find out what the lead is interested in so you can make a small introduction chat that grabs their attention and demonstrates that this email is for them.
Change The “From” Line:
It may surprise you that altering the “from” line is a distinct step here. You can set it up for a new email address and then forget about it.
Nonetheless, the “from” line is as much a part of a cold email as the body, and for a good reason. It tells the message recipients who sent the email. It’s a factor in their first impression. Then they select whether to open the message and read it or throw it away and forget about it.
There are at least five different ways to say from the line.
- First Name (Rohan)
- First and last names (Rohan Gupta)
- First and Last Name, Title (Rohan Gupta, Marketing Manager)
- First name + the name of the company (Rohan at Mailgaze.com)
- First name + last name + the name of the company (Rohan Gupta at Mailgaze.com)
Create Intriguing Cold Email Subject Lines:
Your cold email subject line might mean the difference between an email being opened and one being deleted or not being read. Convince and Convert reports that 35% of email receivers open emails simply based on the subject line.
As a result, this is your first (and sometimes only) opportunity to capture your prospect’s attention. Stay away from SPAM trigger words while maintaining short and personalised subject lines. If you want to get cold email templates, there are many available on the internet. But we suggest you create unique and personalized cold email subject lines.
Keep The Subject Line Concise:
A subject line of 45 characters or less may not appear entirely in your recipient’s inbox. Litmus says the sweet zone is between 4 and 15 characters, with a 15.2 percent average open rate. With a 12.2 percent availability rate, 28 to 39 characters appear to be a solid formula. Also, Include the prospect’s first name in the subject line whenever possible. When an email is addressed to them, they are more likely to open it or respond.
Focus On Smartphone Optimization:
Remember that around 40% of emails are opened on mobile devices, where screen space is much more limited. So, don’t jam too many words into your subject line because it will impair its legibility on a tiny mobile screen.
Craft A Creative Cold Email Introduction:
You’re halfway done when you persuade your addressee to open your message using the ‘from’ line and the subject. You now have 3 seconds to capture their attention and convince them to read beyond the first two lines. That is why we require an exciting introduction.
A cold email introduction should be two or three sentences long. It is not intended to introduce our company or ourselves to the prospect. Instead, it relates to the message recipient, their knowledge, accomplishments, work, and firm. This is how we get their attention.
Keep Your Email Body Short:
Your cold email must be brief and to the point, because you are a new name in your potential customers’ inboxes, and they are likely to be sceptical of even opening the cold email. Remember that your prospect or modern buyer is very busy and has no idea who you are – all of which will work against you in getting them to open and read whatever cold email or campaign you send.
Don’t waste your time with a foot-long content page or an email that takes more than 45 seconds to read. Limit your emails to no more than 111 words. You’ll have plenty of time to discuss specifics afterwards. For the time being, it’s all about capturing your prospect’s interest, arousing their curiosity, and earning their trust.
Make It Lighthearted Or Amusing:
Emails with comedy had a 46 percent open rate, according to Yesware. Humour is a terrific method to connect with your prospect and enhance the likelihood of a response, but it must be done correctly; here are the three Ws of using humour in business communication.
Even if you can’t make it hilarious, keep the language clean and friendly, end it with some greetings, and eventually figure out what works.
Provide Them With Something They Value:
Why should the receiver be interested in your email? Why should this busy individual bother responding to it? What do they stand to gain?
Remember that people will go to great lengths to avoid pain rather than obtain pleasure. If you’ve done your homework and discovered a big pain spot for the recipient, you can provide relief and emphasize that. Don’t bother with sales. Present it so that what customers get is more important than what your features are.
Include A Call-To-Action At The End Of Your Cold Email:
You’re almost finished. To persuade your prospects to do what you eventually want them to do with your cold email, simply include a call to action (CTA). It may be scheduling a Skype conversation, providing feedback, responding to you, etc. Anything you’re prepared to handle. Any action you eventually want them to take. Maintain a simple and straightforward approach.
To ensure that your addresses are followed up on, your CTA should:
Express the purpose of your email: In a single sentence, the CTA should describe the purpose of your email. Put another way, it should make it clear to the recipient what you want them to do.
Be concise and to the point – the CTA should not exceed one sentence. It should also not be hazy. You should be as quick as possible.
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Summing it up with the last but not the least step of this process – follow-up. All we can do is hope for the best, and if you don’t get a response, you need to do a follow-up 2-3 times. That’s all there is you can do. Don’t push too much, or you’ll get up in a spam folder while harming your company in the long run. Keep calm and follow these tips to create the best cold email marketing campaign. I hope it was helpful. If you have any queries, let us know in the comments section below!