Before you lift a single finger to cold email your prospects, you should think hard about how many emails you receive on a daily basis. Got it? Great. Now, think about how many emails do you open, better yet, how many emails do you actually respond to? Not a bunch, right? Well, the people you are trying to cold email do the same. So, why would they open your email and respond to it? Fret not, we’ll show you exactly how you can make them do that.
Here are the 10 best cold emailing tips that every digital marketer should have in his/her arsenal. Let’s begin!
Approach the right person
If you are sending your email to the wrong person, then that’s a surefire way to get your email in the “Trash”. Find out who the actual decision-maker is at the company and contact them. Make sure that you are sending your email to the person who’s actually in the position to take action on your offer.
Make it personal
Long gone are the days when adding just the first name of the receiver was enough to grab their attention. You need to put in some extra effort if you want to be heard... err, read. It’s your role to find out some personal information regarding the contact and add it in the first few lines of the email. This strategy allows you to connect with the recipient on a more personal level.
For example, if the recipient is a Rangers fan, add a simple line like, “Did you catch the Rangers’ game on Saturday?”, etc.
This will often grab their attention and show them that you've done your homework.
Show them the value
If a stranger emails you out of the blue asking for your money or business then you will most likely ignore them or worse, report spam.
You don’t want that happening to you, do you? Of course not, so you need to focus on providing actual value in your email. Tell them what you do and how it’s going to help them. According to Amanda Brown from Consumers Base, you should not just focus on what you are offering instead focus on how it’s going to help them achieve their goals.
Keep it short, keep it sweet
Nobody wants to read an entire essay in their inbox. If your email is lengthy, then chances are nobody’s going to bother reading it. So, make sure that you keep your email short and come to the point quickly.
A few lines of value are much better than a couple of paragraphs. The recipient is more likely to read your email if it’s short and to-the-point.
Right time, right place
Marketers are constantly conducting tests to find out the most effective time to send their emails. There are multiple companies that specialize in optimizing and scheduling your emails in such a way that you get the highest open rates.
Well, you can keep track of when your recipient is at their desk and ready to answer the emails with a few Google searches.
Even when you don’t have any actual data, you can use your common sense. People are most likely to be at their desks in the morning, right? So use such information to your advantage and schedule each email accordingly.
The subject line matters
This is often going to make or break your email campaign. A good subject line will give you the highest open and response rates, while a bad line will send your emails directly to the trash or spam folder. Make sure your subject line is under 50 characters.
When it comes to subject lines, you can use any of the following ways to curate your email.
- Flattery - “Loved your speech at X event”
- Referral - “John Doe told me I should talk to you about X”
- Ask a question - “Can you shed some light on X topic?”
Another protip is to add each recipient’s first name to the subject line. This requires a bit of extra effort from you, but can lead to a massive boost in your open rates and responses.
You’ve already shown them the value (Read tip# 3). They know you’re going to provide them with exactly the solutions they require. So, it’s better to play it cool and calm. You don’t want to bombard them with multiple call-to-actions in your email.
Make sure that your email sounds more human with just the right amount of selling. Bombarding your recipients with call-to-actions in your email is often a direct way to the trash folder.
Don’t be desperate. Don’t keep emailing your recipients every day because that’s just bad for business. Keep your cool and follow up after a couple of days with a short “Did you get my X email?” subject line.
Most of the time non-responders will convert into a response after a follow-up email, so always follow up at least once with each recipient.
Add your details in the signature
The signature is there for a reason. You need to add your name, company name, designation, business address, and contact information in the signature. Make sure to add all the information in the signature. It’s a great way to provide your contacts with enough information about yourself so they can Google you or your website to find out more.
Last but not least, it’s often a good choice to avoid images in your emails unless absolutely necessary. Images take up a lot of space and take attention away from the text. So, only use images when absolutely required, otherwise it’s safer to steer clear of using any images or graphics in the email.
All in all
Cold emailing is one of the oldest practices that’s going to stay with us forever, as long as there are email addresses. It’s about time you understand how to optimize your cold email in a way that it grabs the recipients attention and persuades them to take action. Hopefully, these 10 tips for cold emailing will get you the response rates you want.
Feel free to share with us any cold emails tactics that work for you!