Cold email marketing is an undervalued sales strategy that can bring in new prospects at a minimal cost. Cold emailing shouldn’t be confused with spam emails. The difference here is that the latter is sent to countless addresses, without researching if the recipient is a match for what you’re selling or if they even exist at all.
Cold email marketing is about sending emails to qualified prospects that you’ve done some research on. This way, you know that they are a fit and that the email address has been confirmed.
However, many choose not to put in any effort in cold email marketing even though it’s affordable, scalable, and effective – with over 89% of marketers saying that email is their primary channel for lead generation. We’ll give you a few email marketing strategies to make your cold emails effective in finding you new leads and potentially, sales.
Do Your Research And Build Your Email Lists
The first thing you need to do for cold email marketing is to find the right people to send your emails to. There are many ways you can do this, but the most common form is Manual Prospecting. This method of prospecting takes up a lot of time, but it also results in the highest quality lists. Nothing beats a human’s intuition in determining if a prospect is suited for your company. There are many tools available for manual prospecting; you can start with Google for a simple search or use Twitter and LinkedIn for targeted queries. This research is exactly what you need for the next steps.
Craft Enticing Subject Lines
The subject of your email is one of the first things your prospect will see and will be one of the biggest factors to them opening the email. Your subject will really depend on the content of your email, but there are generally three rules you should follow for making the perfect subject:
- Be concise yet descriptive
- Invite curiosity
- Be honest – don’t mislead them to try and trick them into opening the email
Following these three rules, your email subject should be able to describe what the email is about in a short manner while piquing their curiosity, so they read the email body. Your research from building lists will come in handy so you know exactly what kind of things will entice your prospect into reading more. Adding personalization will also help, making them aware that this email is specifically for them and wasn’t sent en masse.
Write And Interesting And Convincing Email Body
This is where your research will really come into play and where personalization is the most important. You’re going to want to stay away from templates, which many might have already seen dozens of before. Use your knowledge of the prospect and talk about the things they need and how you might be able to help them with those. Add in some personalization to make it a genuine conversation that doesn’t feel like you just plotted their name into a pre-made email.
When ending the email, be sure to include a call to action so they know what you want to happen next. Make it clear what you want to happen next and present it in a way that is easy for them to accomplish. Just be careful about what you ask for. Remember, this is a cold email so asking for a quick call with someone who has never met you may put some people off.
Be Persistent And Follow Up
Don’t feel discouraged if a prospect doesn’t reply to your first email. We all receive hundreds of emails a day, so there’s a good chance that yours was buried under many others. Plan for a maximum of 2-3 follow up emails and don’t spam them. Leave a bigger gap between each email; the first may be 2-3 days after you initial, but you’ll want to wait about a week before sending the next few. Adding follow-up emails increases your chances for a response and bumps your emails to the top of their inbox.
Learn More With Shawn Tiberio
When it comes to cold email marketing, you’ll find that key things to remember all revolve around two main values: personalization and persistence. If you want to know more about different email marketing strategies and other ways you can improve your business, consider undergoing coaching for small business owners with Shawn Tiberio. Shawn is a veteran entrepreneur and consultant for small business, who is dedicated to helping build businesses that succeed.