There are few means of communication as widespread as email. More than 4 billion people worldwide use email, and that number continues to grow every year.
It is natural that email is an effective marketing tool. Not only is it widespread, but it allows the sender to deliver virtually any content without speaking to the recipient. Therefore, even cold emailing continues to help brands reach their target audiences in 2022.
When it comes to cold emails, however, not all messages will receive replies. Effective cold emails are short, they go straight to the point, and their messages are intriguing and powerful. For best results, every aspect of a cold email campaign should be carefully planned and executed.
What is a cold email?
What is a cold email? Like cold calling, email cold calling involves sending an unsolicited email to someone with whom you have had no previous relationship. A cold call email is an effective way to start a business relationship for a variety of reasons.
Through a cold email, a salesperson starts an online conversation with a potential customer who probably knows very little about the company. Therefore, email content should not only grab their attention and entice recipients, but should intrigue and inform them.
Advantages of Cold Emailing
There are good reasons why cold emailing remains such a popular email marketing strategy. When done well, it is very effective. In addition, it costs practically nothing, giving any positive result an attractive return on investment. Cold emailing benefits sales and marketing professionals in the following ways:
- Cold emails reach people – For many people, much of their time is spent online, checking their inbox. Cold emails effectively reach the right person whenever it’s the best time to read them.
- Email can be personalized – People respond to personalized sales strategies. Cold emails are simple to personalize, adding the personal touch needed with very little extra time and effort.
- Emails are informative – Email can be made more informative than a phone call, and it is a versatile format that can include images, videos, presentations, and other multimedia content that engages recipients.
- Cold emails build brand awareness – Even cold emails that don’t result in direct sales are effective in increasing brand awareness among recipients. This increased brand awareness brings sales reps closer to converting a new customer.
- Email campaigns can be tracked and measured – Using cold email software, a sales team can track the success of their email campaigns, using the results to refine their cold email strategies.
12 Best Tips for Cold Emails
Hoping to launch a successful cold email campaign? Are you planning the first cold email campaign for your small business or training your sales reps to master the art of cold email? The following 12 cold email tips will help you achieve positive results:
1. Compose an engaging subject line
A cold email subject line has been called the key that unlocks the door to your message. It can determine whether a potential customer opens the email and reads the content or sends it directly to the trash.
A simple subject line is essential for an effective cold email campaign, but subject lines should also be intriguing and engaging enough to grab recipients’ attention and make them want to read more.
2. Reference a Cold Email Template
There’s nothing wrong with referencing a template to guide you when writing your first cold email. Cold email templates are available for various purposes including sales emails.
The templates will provide all the elements of a successful cold email, and they can be customized for any brand or market. Small business owners and marketing professionals can find a variety of cold email templates online, or they can rely on templates provided by the cold email software of their choice.
3. Personalize the details
Cold email campaigns cannot be effective if an email recipient sends their messages directly to the spam folder. Worse still, the email could fall victim to the recipients’ spam filters. A personalized cold email is the key to a successful campaign.
The email should appear as if it was composed specifically for the recipient. Save time with cold messaging software that will personalize the details for you based on each potential customer’s data.
4. Rely on cold messaging software
Building a cold email campaign from scratch can seem like a daunting task, but a sales manager or small business owner can save time and effort by relying on a variety of marketing software tools. cold emails.
The software helps make cold email delivery easier by providing templates, tracking results, and automating much of the email sending process, including personalization and email sending. follow-up emails.
5. Develop a cold email strategy
A cold email strategy is necessary for a successful campaign. What do you hope to accomplish from your cold outreach email and how do you plan to achieve that result? It’s not enough to write cold emails, send them and hope for sales.
Every aspect of the email campaign – from the subject line to the follow-up timeline – should serve a purpose, and the results should be tracked so that the strategy can be improved based on the results.
6. Remember to follow up
An email is not always enough to convert a new customer. Every cold email campaign should include at least one follow-up email, although it is often suggested to send two or three follow-ups for successful cold emails, which better informs potential customers. and increase brand awareness.
Since sending cold emails can be a daunting and time-consuming task, it’s a good idea to rely on cold messaging software tools to automate this process.
7. Edit “From” Details in Cold Call Emails
Email recipients are careful who sends an email, especially consumers who are wary of spam. If the sender does not seem trustworthy, the email is unlikely to be opened. The “from” line in your email settings can be changed at any time, and you can identify yourself as you see fit.
Just as you want to carefully choose your subject line, you also need to carefully compose your sender details to match the tone of your cold email while inspiring trust and authority.
8. Add a call to action
Never assume that email recipients will know what action you want them to take or that they will naturally reach the desired conclusion. Remember that your cold email campaign is a sales strategy, and like any other, it should include an effective call to action.
Do you want email recipients to buy a product? Do you want them to visit a website or attend an event? So be sure to ask! In fact, many successful cold emails include multiple calls to action that recipients can read as they scroll through the message.
9. Include irresistible lead magnets
How do you get the email addresses to solicit with your cold email campaign? A variety of options are available, but one effective strategy is to use irresistible lead magnets. Offer customers something they want or need in exchange for their email address.
For example, you can offer an informative e-book on your landing page, but only to people who provide their email account. Cold emails can also include their own lead generation, such as offering an irresistible item, a download or a discount for example, to recipients who sign up to receive the company’s newsletter.
10. Create a clever intro
Once a recipient opens an email, they will decide within seconds whether or not to continue reading the message. The introduction should grab their attention and engage them almost instantly.
An effective cold email intro should only have a few sentences, but those sentences are powerful. Find a way to intrigue recipients, making them want to know more, while keeping the message relevant to the overall topic.
11. Present your value
One way to compose awfully cold emails is to omit your value proposition. Why should recipients be interested in your brand or products? Why should they care? What value can you offer them?
Remember, though, that heavy-selling tactics can lead to spam complaints, so subtlety is key when presenting your value. Instead of bragging about product features, tell cold email recipients about the benefits. What do they have to gain from your brand?
12. Perfect your electronic signature
Do not ignore the email signature when creating a successful cold email. Your signature should not only tell recipients who you are, but in addition to the company name, it should include details telling readers where they can learn more about the product, brand or company.
In fact, a strategic email signature can include information that might otherwise be in the body of the email, allowing for a shorter, more concise message. Like the subject line of a cold email, the email signature should be short, direct, and trustworthy. It should also include contact information, such as a physical address, phone number, and even a LinkedIn profile.
When is the best time to send cold emails?
Various studies have shown that the day and time of sending a cold email can have a significant impact on the success of a cold email campaign. It is commonly believed that Monday is the best day to send a cold email and Friday is the worst day of the week to initiate a cold call email. A Yesware study found that weekend emails are 10% more likely to be opened than weekday emails, likely because 80% fewer marketing emails are sent on weekends. end. The same study found that the best time to send a cold email is either between 6 a.m. and 7 a.m. or around 8 p.m.
Are cold emails illegal?
Whether or not it is illegal to send cold emails largely depends on where you do business. Although sending unsolicited emails is not legal in the UK, for example, sending cold emails is legal in the US. There are, however, restrictions and guidelines that must be followed, in accordance with the CAN-SPAM Act of 2003, which establishes rules for commercial email, including subject line, identification and opt-out requirements .
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