Cold emails. Everyone gets them, most people hate them, and many delete them before even opening – I know I am guilty of this. They are usually easy to spot, generic, and often turn prospects away from a brand. However, if perfected they can serve as a powerful cost-efficient tool for lead generation. Let’s dig into some strategies to create an imperfectly perfect cold email campaign so your prospects click reply and not report as spam.

 

Email who?

Generally, the purpose of a cold email is to make a sale or at least add the prospect to your network. So why waste your time emailing people who may not even respond or be interested in your proposition? For starters, it is good to break your list into categories by industry, location, job title, company size, etc.  

Digging a little deeper, you should also make sure you choose an audience that will resonate with your tone and brand voice. Is every prospect on your list a good fit with your brand’s personality and company culture? For higher response rates trying targeting a larger variety of demographics such as education level, age, income, or interests. Think of who would respond best to your offering, not just anyone in your industry. Sending irrelevant or unwanted information may increase the number of spam complaints.

So you have your list and are ready to start writing. Not so fast – validate those emails first to avoid getting hard bounced by expired or false email addresses. Hard bounces drop your sender score, which helps ISP’s determine if your email will be sent to the inbox or spam.

To prevent a drop in sender score, tools like Name2Email and Hunter.io are great for verifying personal and corporate addresses in advance.  

Now that you have the right addresses and verified they’re real, you need to find a way to connect with the prospect. Ultimately, it is the idea, product, or service that you are trying to get your audience to resonate with, but you first need a response from your cold email. And even before that, you need your prospects to open your email.

Don’t get so caught up in writing the perfect email that you forget about the subject line. A call to action is crucial in the sales process, however, it is best to avoid overly apparent sales-y terms and phrases in the subject line of a cold email to someone you don’t know.

 

Be you.

Think of the subject line as your first impression – be genuine and keep it short. You want to be sure your prospects can read the entire subject line and do not view it as spam. To create your own compelling subject line you could lead with a question, reference a mutual point of contact, lighthearted humor, or even personalize it by name or company.

OK – half the battle is won and they have opened your email. Not to be cynical, but in a study conducted by Litmus Email Analytics, it was found that the average time spent reading an email is only 11.1 seconds.

While striking interest in these first few seconds is important, so is not immediately turning off your audience by sounding like spam. Again, I repeat, nobody wants to read a pushy, generic sales pitch. Take it from Susan Cain, author of the Article and founder of QR:

 

It boils down to this insight: When people think you’re trying to influence them, they put their guard up. But when they feel you’re trying to help them, to muse your way to the right answer, or to be honest about your own imperfections, they open up to you. They hear what you have to say.

 

Likewise, ever wonder why people hate writing emails but love writing texts? Perhaps it is because texts have a more casual nature allowing people to be their genuine selves and make errors, whereas emails tend to be a gateway for formalities and unwanted spam. Avoid getting clumped into your prospects daily deletion of this spam by presenting yourself in a genuine, human manner almost as if you were talking to your prospect face-to-face.  

Obviously, you don’t want to keep it too casual and still need to bring some value and excitement to the table. For the left-brained people reading, up next are some commonly used strategies for creating value and bringing solutions to light.

 

Provide value.

For a better understanding of each strategy, I am going to use a simplified example:

 

Imagine you are in your youth and started a lemonade stand. At your stand, you sell handmade lemonade and a sugar-free option. 

 

Before – After – Bridge

Before (Unideal situation) – “Wow, it is hot outside.”

After (Ideal Situation) – “This lemonade sure helps me cool off.”

Bridge (Connect Situations) – “For just $1.00, you could have a glass too!”

 

Problem – Agitate – Solve

Problem (Relate to your audience) – “Wow, it is hot outside.”

Agitate (Strike emotion or reaction) – “Your dog must be so hot.”

Solve (Offer solution) – “You guys could take a break and cool off with some lemonade.”

 

Attention – Interest – Desire – Action (AIDA)

Attention (Stand out) – Decorate your lemonade stand or tell people about it the week before.

Interest (Engage and provide details) – “Hello, how is your walk today? We are selling handmade lemonade and a sugar-free option.”

Desire (Convince them, solve a need) – “A glass of handmade or sugar-free lemonade would help keep you hydrated.

Action (Call to action or pressure) – “If you buy a glass of lemonade right now, I will give you a special discount.”  

 

Now you’ve perfected your strategy to provide context and come across genuine. But why should your prospect listen to you? Unless you’re a common household name or created a reputation in your industry, chances are that your audience knows nothing about you. Giving them all the more reason not to trust you.

 

Why listen?

So first things first you need to establish some credibility. This doesn’t mean oversharing your life story, accomplishments, or company statistics. That’s an excellent way to turn people off – nobody likes a boaster. For your introduction, simply stating your name, position, and your employer is enough.

To really build credibility you will want to be sure you have a professional signature including your company logo, contact information, social media links, or maybe even an animated logo. This not only shows the prospect you’re a real person but also makes you appear polished and relevant. To include credibility in a compelling manner in your messaging strategy, you could link to previous customer reviews, case studies, or other metrics.

 

From picking the perfect audience and protecting yourself from low sender scores to generating actual responses, writing the perfect cold email is no easy feat. To help with your email efforts, we put together some templates you can use below made with the advice above in mind. We hope you find them helpful and don’t forget to stay tuned to learn how to perfect your follow-up!

 

True Honesty

Hi {First Name},

It’s {Your name} from {Your company}. Hope you don’t mind me to introduce myself a bit here.

We are a {Type of company} based in {Location of company}.  We admire your {Strength of the recipient’s business}, and we see there are some opportunities for your business to grow such as {The research has done of the recipient’s business}.

For you to stay in the game and be awesome, we will help you with {Details of your service}.

Does this sound like something {Company name} is looking for? Here are our success stories:

  • {Link to the content}
  • {Link to the content}
  • {Link to the content}

Are you open to chatting next week? Schedule a call here.

Thoughts?

 

An Event Invitation

Hi {First Name},

It’s {Your name} reaching out from {Your company}. You might wonder if you know us or not?

Yup, it’s a cold email with the warmest greeting ever. We want to let you know you are invited to {Event of your company} for {Benefits & offer from the event}.

“Register here”

You will be able to network with other innovative businesses like {Name of the attendee}, {Name of the attendee}, and {Name of the attendee}. Also, you will get a chance to know us more.

We offer {Details of your service}. If you are interested to see how we can potentially work together, schedule an introductory call here! Beyond that, see you at the event!

Cheers!

 

Educational Content

Hi {First Name},

Oftentimes, when it comes to lead generation and improving ROA, we have been asking ourselves questions like {Question 1} {Question 2} {Question 3}. Did that happen to you as well?

As a lot of our clients have come to us with the same questions, we thought about we could ease your burden and give you direct help. Here are our blog posts that will guide you to the answer:

  • {Name of the article 1}
  • {Name of the article 2}
  • {Name of the article 3}

Want to be ahead of the game to avoid {Pain points}? We got you covered. Schedule a call here, and let’s make the change.

Cheers!

 

Supportive Evidence

Hi {First Name},

According to {Source}, {Pain point statistic}. Is {Pain point} what {Company name} is facing as well?

By {Solution to pain point}, you can expect to improve {Statistics of the result after solution}, and {Your company} is made for solving this problem for you.

We have helped {Trusted client}, {Trusted client}, and {Trusted client} with {Pain points your company relieves} by {Achievement of client projects}.

We aim to build long term relationship with our clients, and they love it! {Testimonial of company}.

If you are looking to improve {Pain points your company relieves}, let’s connect for a 15-minute call. Schedule a call here.

Best,

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