Ask any working professional and they’ll tell you about the countless unsolicited emails they receive, and delete, on a daily basis.
Most of this messaging is not only unwanted, but also impersonal and lacking originality.
That being said, cold emailing can be an extremely effective method of outbound sales outreach and deliver tremendous results when it’s done correctly.
You just have to provide enough value to elicit a response – that’s the hard part.
In 2019, buyers are armed with more resources than ever before.
Think about it.
Before you try a new restaurant or buy a new mattress, you probably ask friends for recommendations, do research, and read reviews so you can make a better-informed purchasing decision. It’s likely that you know exactly what you’re looking for before ever speaking to a salesperson.
Salespeople have to adapt their tactics according to shifting buyer behaviors. In other words, relying on traditional sales outreach methods just isn’t cutting it anymore.
Prospects are flooded with messaging across all applicable channels, and it’s become increasingly difficult to reach the right people.
Taking all this into account, life as a sales or business development rep is not always easy – especially since sales outreach often receives a negative response. That being said, many businesses still rely on an outbound strategy to maintain growth because it works, you just have to do it correctly.
Cold sales email tips
There’s never going to be one template or subject line that will guarantee a higher response rate. However, there are ways to switch up your cold email outreach that can help you stand out.
For more insight on the topic, we asked 8 sales and marketing professionals to share their best tips for sending effective cold emails. Here’s what they said:
Include a soft sell in the subject line
The content in your email can be the most engaging copy that a company has ever seen; however, if they’re faced with an unappealing subject line they will never actually read it. Instead, they will immediately delete your email from their inbox.
Comparing different cold sales email campaigns has shown us that using subject lines that are less sales-you have a better open rate and in turn, a higher engagement and conversion rate.
You will find that the best sales tactic these days is one that focuses on educating the audience, as opposed to ‘hard selling’ to them.
Show respect for the recipient’s time
Opening with a catchy acknowledgment that the recipient is busy and it’s your intention to be quick and to-the-point will keep the reader, well, reading.
Then, you must deliver.
- You must get right to the point of why you’re reaching out.
- Tell them how you can benefit them and what you’re looking for in return.
- Then ask could be as simple as a quick reply to demonstrate their interest or better yet, a scheduled call.
Use social media as a research tool
A cold email should never be truly cold. You should research the person and feel like you could predict something about them. Keep in mind to have some empathy for who you are emailing. It’s better to research for two times as long than just spam all your prospects. (The first place to check? Twitter, if they have one).
You might be getting a ton of cold sales emails every day.
List what is the most interested in on Twitter and LinkedIn.
In two minutes, you could create a great opening line with something you care about and would absolutely respond.
Read your email out loud before sending
Read your emails out loud before you send them. If they sound weird or don’t feel like you, then something is wrong.
You never want a prospect to think they’re getting a mass email or spam.
One of the best ways to avoid this is by making sure the email reads as if you’re speaking to them in person.
The biggest mistake is when salespeople use phrases such as, ‘I wanted to talk with you about a potential opportunity for your business.’
These are phrases that nobody says in real life.
Write how you speak and people will listen.
Use intentional language
Be genuine and speak to the person as if they are your colleague (instead of like you’re begging for their business). Intentional language also means being forward-thinking, so don’t use timid wording.
Instead of saying, ‘I was wondering if you were interested in meeting’,
be more direct by saying, ‘Can we schedule a meeting.’
Directness and sincerity are two things that are rare in business emails.
As a result, they’re very valued.
Offer up a piece of content
You should include valuable, industry-specific content in their cold emails.
By offering blog posts or PDFs, you’re providing the reader with value instead of simply asking them to do you the favor of considering your product.
You’re also clearly distinguishing yourself as a thought-leader and shedding light on what type of industry you cater to or service you provide.
Aim to include three recent blog posts in your email blasts, which improves your click-through rates and decreases unsubscribes, as your readers value the content.
Solve a problem
Do not include the messages about your company and product that you’re selling. Prospects don’t care, especially when you cold email them.
All they care about is their problems and how your product is going to fix them.
Your email copy should be written to acknowledge their pain points and how your product will fix that pain. If your email copy does not say something to that effect, you will not see much success.
The shorter, the better
Cold email outreach is all about keeping it short and sweet. If you’re lucky to get an open, do not hit your reader with a wall of text and make them sigh with regret.
Tell them who you are, how you can help, and leave it at that.
Business owners, and even your average consumer, get hit with dozens to hundreds of cold outreach emails each day; nobody has time to read a novel-length introduction.
Cold emailing is not magic It won’t work perfectly every time, and it’s unlikely that you’ll ever get a perfect response rate.
However, it can be an extremely effective method for connecting with prospects if you approach it correctly.
Suresh Shah, Pathfinders Enterprise
Resourced from an excellent write by Izabelle Hundrev, a Content Marketing Associate.